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2021 Strategic
Planning Session
in the time of COVID
A Virtual Brainstorming Workshop
led by LJVMA’s
Executive Leadership Team
The Big Pivot
LJVMA strives
to be flexible,
fluid, valuable
and valued.
Led by Jodi Rudick, Executive Director
COVID-19 Crisis Management
 Use media assets to connect merchants to resources, funding
opportunities, programs,
 Promote needs of all merchants to elected officials during budget
and decision-making process
 Create 501 (c)3 to qualify for grant seeking format until in person
meetings can be resumed. (See Alternative Revenue)
 Prepare draft 2021-22 Budget based on 30% Decrease in BID
Revenue
Part One
Organizational
Excellence
led by Brett Murphy, President
Membership
 Increase attendance at monthly meetings (live or virtual), election
process, committees
 Increase Associate Memberships
 Promote to Bird Rock/La Jolla Shores
 Seek out home based businesses
 Banks
Liaisons to other La Jolla Community Groups
 Appoint only members who are active in association
 Review appointments annually
Increase Volunteerism
 Student/Interns
 Community Members
Professionalism
 BOD Ethics Training
 Consistent BOD onboarding process
IN YOUR CHAT BOX…
You have 60 seconds to list ideas you have for making our monthly meetings
more valuable, attractive or interesting in order to attract more people to
attend.
Alternative
Revenue - Ways
and Means
led by Amber Anderson, Treasurer
Explore new
grants
Sponsorship
BID Compliance
Create 501
(c)3 to qualify for
grants,
donations not
open to 501 c(6)
IN YOUR CHAT BOX…
What ideas do you have for LJVMA
to generate revenue?
Part Two
Merchant
Education
and
Engagement
led by Cody Decker,
Vice President
Education
 Business Breakfasts (Virtual)
 Diversity Education
 Create Job Board on Website to further reach to diverse candidates
 Online Education
 Promote 3rd Party online education (“Don’t reinvent the wheel.”)
 Develop Webinar Education specific to La Jolla Village merchant needs
o The Big Pivot
o Social Media
o Re-opening Safely
Block Captains
 Create Virtual Outreach Program to keep merchants informed and
connected during COVID CRISIS
 Assist Merchants with COVID Orders
 Create New Business Welcome Packet
IN YOUR CHAT BOX…
You have 60 seconds to list the type of activities or education
topics you’d like to see LJVMA bring to its members?
Part Three
Design and
Ambience
led by Jo Cullen, Board Secretary
Social Distancing
 Assist with TOB (Temporary Outdoor Business) Permits
 Communicate Design Ideas to assist with social distancing.
Draft Place-Making/Signage
 Cove
 Directory
 Parking Signage
 Pedestrian Signs
Leverage Seals
 Create Seals on Parade Public Art project
Year-Round Ambience
 Ongoing relationship with MAD
 Promote Store-front maintenance of PROW/privately owned
planters, etc.
 Music through the village
Determine future of Holiday Décor and lightline
IN YOUR CHAT BOX…
You have 60 seconds to list idea do you have to improve the ambience in La Jolla Village?
What could we do to improve the overall experience for visitors, shoppers and diners?
Part Four
Events & Marketing
Adjust to COVID Shutdown Orders.
Shift to Virtual Events
led by Morgan Barnes, Marketing
and Events Chair
Event Format
 Virtual Events
 Shift to In-Person Events When Allowed and Safe
In Person Events
Duplicate successful events
 Pillage the Village
 Taste of SoVille (Fay/Pearl/La Jolla Blvd?)
Enjoya La Jolla- Earlier time 12– 3
 Family/Children’s Activities
 Get more services involved
 Get merchants involved outside the Village Center (Create
Highlighted Zones, ie Fitness of Fay, Upper Girard Design
District, Happenings on Hershel,
 Secure sponsors
3rd Party Events
 Invite partnerships with LJVMA
 Link Merchants to Available 3rd Party Events. (when allowed)
La Jollalty Card/Fresh Air Business
 Marketing Plan
 Increase Merchant Engagement
Co-op advertising (based on COVID reopening)
 Tourism publications
 La Jollalty/Enjoya
 Explore radio
 PR consistency
 Intern Project
 Media alerts
 Feature Story pitching
Collaborative
Advertising
Marketing and
Promotions
Highlight Current Marketing Magnets
 Leverage our most popular attractions (Seals, Sea Lions, Scenery)
 Implement strategies to move people from the Cove to the Village
Charitable Partnering
 Partner with Local nonprofits
 La Jollalty Card Fundraisers
Advance Social Media
 Use virtual events (scavenger hunts, contests, etc.) to increase social
media engagement.
 Add New Blog Features (Meet the Merchant, Merchants Doing Good)
 Shift Event Calendar from Live to Virtual Events
 Promote #mylajolla
 Paid boosts for Facebook events
 Social sharing links in all media newsletter
 Explore Google products
Update La Jolla Village Map in Conjunction with Wayfinding
 Align with overall Wayfinding Plan
 Widen distribution (hotels, concierge, park rangers, association, etc.)
IN YOUR CHAT BOX…
You have 60 seconds to list the marketing tactics you’d like to
see LJVMA use to support merchants.
One Strategy Wrap-up – In Your Chat Box…
led by Brett Murphy, President
Based on our session, TYPE the one or
two things you’d most like to see LJVMA
accomplish this year. (30 seconds)
Other Ideas, Comments or Questions?
IN YOUR CHAT BOX…
Please share any last thoughts. Ideas or comments regarding any topic.
ALL HANDS ON DECK
How would you like to help with these initiatives?

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Strategic Planning Session - La Jolla Village Merchants Association

  • 1. 2021 Strategic Planning Session in the time of COVID A Virtual Brainstorming Workshop led by LJVMA’s Executive Leadership Team
  • 2. The Big Pivot LJVMA strives to be flexible, fluid, valuable and valued. Led by Jodi Rudick, Executive Director COVID-19 Crisis Management  Use media assets to connect merchants to resources, funding opportunities, programs,  Promote needs of all merchants to elected officials during budget and decision-making process  Create 501 (c)3 to qualify for grant seeking format until in person meetings can be resumed. (See Alternative Revenue)  Prepare draft 2021-22 Budget based on 30% Decrease in BID Revenue
  • 3. Part One Organizational Excellence led by Brett Murphy, President Membership  Increase attendance at monthly meetings (live or virtual), election process, committees  Increase Associate Memberships  Promote to Bird Rock/La Jolla Shores  Seek out home based businesses  Banks Liaisons to other La Jolla Community Groups  Appoint only members who are active in association  Review appointments annually Increase Volunteerism  Student/Interns  Community Members Professionalism  BOD Ethics Training  Consistent BOD onboarding process IN YOUR CHAT BOX… You have 60 seconds to list ideas you have for making our monthly meetings more valuable, attractive or interesting in order to attract more people to attend.
  • 4. Alternative Revenue - Ways and Means led by Amber Anderson, Treasurer Explore new grants Sponsorship BID Compliance Create 501 (c)3 to qualify for grants, donations not open to 501 c(6) IN YOUR CHAT BOX… What ideas do you have for LJVMA to generate revenue?
  • 5. Part Two Merchant Education and Engagement led by Cody Decker, Vice President Education  Business Breakfasts (Virtual)  Diversity Education  Create Job Board on Website to further reach to diverse candidates  Online Education  Promote 3rd Party online education (“Don’t reinvent the wheel.”)  Develop Webinar Education specific to La Jolla Village merchant needs o The Big Pivot o Social Media o Re-opening Safely Block Captains  Create Virtual Outreach Program to keep merchants informed and connected during COVID CRISIS  Assist Merchants with COVID Orders  Create New Business Welcome Packet IN YOUR CHAT BOX… You have 60 seconds to list the type of activities or education topics you’d like to see LJVMA bring to its members?
  • 6. Part Three Design and Ambience led by Jo Cullen, Board Secretary Social Distancing  Assist with TOB (Temporary Outdoor Business) Permits  Communicate Design Ideas to assist with social distancing. Draft Place-Making/Signage  Cove  Directory  Parking Signage  Pedestrian Signs Leverage Seals  Create Seals on Parade Public Art project Year-Round Ambience  Ongoing relationship with MAD  Promote Store-front maintenance of PROW/privately owned planters, etc.  Music through the village Determine future of Holiday Décor and lightline IN YOUR CHAT BOX… You have 60 seconds to list idea do you have to improve the ambience in La Jolla Village? What could we do to improve the overall experience for visitors, shoppers and diners?
  • 7. Part Four Events & Marketing Adjust to COVID Shutdown Orders. Shift to Virtual Events led by Morgan Barnes, Marketing and Events Chair Event Format  Virtual Events  Shift to In-Person Events When Allowed and Safe In Person Events Duplicate successful events  Pillage the Village  Taste of SoVille (Fay/Pearl/La Jolla Blvd?) Enjoya La Jolla- Earlier time 12– 3  Family/Children’s Activities  Get more services involved  Get merchants involved outside the Village Center (Create Highlighted Zones, ie Fitness of Fay, Upper Girard Design District, Happenings on Hershel,  Secure sponsors 3rd Party Events  Invite partnerships with LJVMA  Link Merchants to Available 3rd Party Events. (when allowed)
  • 8. La Jollalty Card/Fresh Air Business  Marketing Plan  Increase Merchant Engagement Co-op advertising (based on COVID reopening)  Tourism publications  La Jollalty/Enjoya  Explore radio  PR consistency  Intern Project  Media alerts  Feature Story pitching Collaborative Advertising
  • 9. Marketing and Promotions Highlight Current Marketing Magnets  Leverage our most popular attractions (Seals, Sea Lions, Scenery)  Implement strategies to move people from the Cove to the Village Charitable Partnering  Partner with Local nonprofits  La Jollalty Card Fundraisers Advance Social Media  Use virtual events (scavenger hunts, contests, etc.) to increase social media engagement.  Add New Blog Features (Meet the Merchant, Merchants Doing Good)  Shift Event Calendar from Live to Virtual Events  Promote #mylajolla  Paid boosts for Facebook events  Social sharing links in all media newsletter  Explore Google products Update La Jolla Village Map in Conjunction with Wayfinding  Align with overall Wayfinding Plan  Widen distribution (hotels, concierge, park rangers, association, etc.) IN YOUR CHAT BOX… You have 60 seconds to list the marketing tactics you’d like to see LJVMA use to support merchants.
  • 10. One Strategy Wrap-up – In Your Chat Box… led by Brett Murphy, President Based on our session, TYPE the one or two things you’d most like to see LJVMA accomplish this year. (30 seconds)
  • 11. Other Ideas, Comments or Questions? IN YOUR CHAT BOX… Please share any last thoughts. Ideas or comments regarding any topic. ALL HANDS ON DECK How would you like to help with these initiatives?