The document provides information about the 2022-2024 Board of Directors candidates for the La Jolla Village Merchants Association (LJVMA). There are 10 board member seats up for election and 8 incumbents and 2 first time candidates running. The board has 15 members who serve 2-year terms with a limit of 3 consecutive terms. The summary includes: - There are 10 board member seats up for election with 8 incumbents and 2 first time candidates running. - The LJVMA board has 15 members who serve 2-year terms with a limit of 3 consecutive terms. - Information is provided on the election process which includes each BID member business getting one vote, ballots

1. B O A R D O F
D I R E C T O R
C A N D I D A T E S
2 0 2 2 - 2 0 2 4

2. B Y L A W S R E V I E W A N D A D A P T I O N S
Board Structure and
Candidates
• LJMVA is a 15 Person Board
• Board members serve two-year terms allowing approximately ½ of the
board to rotate each year.
• Term Limits: three consecutive two-year terms
• Board members can reapply after a one-year hiatus
• Board members must be BID members/delegates
• Current State of Board
• 14 of 15 Seats are currently filled
• 10 Board Members will be elected this cycle
• Number of Total Candidates
• 8 Incumbents
• 2 First Time Candidates
• Election ballots allow voters to vote for all candidates or to
select only those they support.
Election Process
• Each BID member business gets one vote. (There are 1256 merchants in the
BID. Let’s get out the vote!)
• Ballots are cast using a secret ballot and collected in person.
• Ballots will be available online and can be delivered upon request.
• Completed ballots can be delivered to the LJVMA offices, at an LJVMA in-
person event or will be picked up and sealed by LJVMA staff.
• Voting can take place anytime between September Board Meeting and
October 9 (LJVMA Election Day)
• Ballots will be sealed at time of pickup/drop off and voter eligibility will be
verified by LJVMA staff.
• All eligible Ballots will be counted at LJVMA Annual Meeting on October 13 in
the presence of Election Official.

3. 2 0 2 2
B O A R D M E M B E R
C A N D I D AT E S

4. C A N D Y A G U N D E Z
F I R S T T I M E
C A N D I D A T E
P L A Y A F I T ,
O W N E R
H E A L T H / F I T N E S S
Thank you for taking the time to read my
statement.
My name is Candy Agundez and I own Playa
Fit a private “boutique “ personal training
studio located right here in the village. I
seek the opportunity to help out my
community.
My mission is to help bring more business to
the village.
• Helping all business work together
• Support marketing and events
• Assist in any type of activities and
programs
My commitment to the community is to
represent not only as a business owner but,
as a member of the community.

5. D U S T Y B O W D E R
F I R S T T I M E
C A N D I D A T E
V U O R I
C L O T H I N G
S T O R E
M A N A G E R
R E T A I L
Being a part of the La Jolla Village Merchants
Association will be extremely beneficial as a
Store Manager of a high-volume retail location.
I feel as if my experience in Nebraska, sitting
on the Tourism and Board Commission, for
Otoe County, will help bring a fresh energy to
Girard and the rest of this wonderful
community.
Although I am new to the La Jolla area, I
believe I make a good candidate for the board
because the shopping in La Jolla has become
more popular since we opened a few short
months ago. Knowing about local events and
spreading the word amongst all retailers around
Vuori would breed excellent collaboration.
Along with sitting on a past tourism board, I
graduated with a degree in Hospitality
Management and have traveled the world
utilizing local community efforts along the way.
Having effect communication is vital to our
community and I am excited to dig more into
the details with the board.

6. J O E L Y N C U L L E N
B O A R D S E C R E T A R Y
L I F E T I M E L A
J O L L A
G E N E R A L M A N A G E R
F I T N E S S – S P A -
C A F E
It is an honor to serve as Treasurer for the La Jolla
Village Merchants Association.
I moved here in August of 2019 and opened LifeTime in
December 2020. In the short time that LifeTime has
been a part of this community, it’s been a pleasure to be
involved with numerous community events sponsored by
the Merchants Association. I respect and appreciate all
that this dedicated group of volunteers do to serve the
Merchants, as well as the whole community. I am
fortunate to live and work right in this charming Village of
La Jolla. La Jolla is my home. I would be honored to be
a part of the board of and support this beautiful
community.
LifeTime considers itself a Healthy Way of Life
Company. In addition to fitness, I believe our LifeCafe
and LifeSpa bring a uniqueness that will complement the
current board members and businesses. I have been in
the Health and Wellness Industry for 30 years, in 4
states and involved in those communities. I have helped
with sponsorships, charity fundraisers, and other
community events. I am a servant leader and I offer my
service to you and the people that live, work and visit in
La Jolla. I hope to have the opportunity to strategize and
learn from you, the leaders in La Jolla.
In good health,
Jo Cullen
Note: Jo Cullen is seeking her 2nd Term on the Board.
She is the current Treasurer.

7. G A B B Y G U E V A R A
B O A R D M E M B E R
B L U E A P P A R E L
O W N E R
R E T A I L
I would like to continue to serve on the La
Jolla Village Merchants Association because
I represent the very few retail stores that
remain in La Jolla.
As a storefront on the main street of town I
have knowledge of foot traffic and what
customers are searching for and wanting to
explore. I am on my way to completing 10
years in the village and want to see it
prosper. I think I can help with marketing
committee and new events to bring to town.
There are always new trends on social
media that can attract more people to the
village. I would like to be more active on
other committees and volunteer at more
events now that the season is slowing down.
I hope to continue to be a part of the
LJVMA.
Note: Gabby has served on the LJVMA
Marketing Committee for three years and is
Secretary for the La Jolla Coastal Access
and Parking Board.

8. B R A N D O N L I N D L E Y
C U R R E N T B O A R D
M E M B E R
H A V A I A N A S ,
O W N E R
R E T A I L
L J V M A M A R K E T I N G
A N D E V E N T S
C H A I R
As a new business owner/operator here within the La Jolla
Merchants Business Association, I am seeking this
opportunity to integrate my time, talent and skills into the
prosperity of this association. As I am new to this particular
area with the opening of my 4th retail store, I have a vested
interest and know that my 20 years of hospitality and retail
experience will greatly contribute to the success, strategies
and ability to support a thriving comeback in a post-COVID
business world for the various merchants in La Jolla.
My focus will be to ensure that small business owners and
the retail division of the association is properly
represented. Both past and present, I have contributed with
membership and leadership with the Palm Springs Main
Street Association, Palm Springs Retailers United, National
Association of Catering and Events – Las Vegas & Greater
Palm Springs Chapter, International Special Events
Society, Scottsdale Chamber of Commerce, Greater
Phoenix Equality Chamber, Las Vegas Convention and
Visitors Bureau, and my previous local homeowner's
association.
Thank you so much to the Business Improvement District
members for considering me for participation and
contribution to La Jolla.
Warm Wishes,
Brandon Lindley,

9. K A T E Y L O N G O
B O A R D M E M B E R
L I K F I N E A R T
G A L L E R Y
D I R E C T O R
R E T A I L A R T
G A L L E R Y
My name is Katey Longo and I am the Gallery Director at
the Peter Lik Fine Art Photography. I have been a LJVMA
Board Member since March 2020 and it is my pleasure to
represent an Association that is dedicated to making La
Jolla better in so many ways!
From the start, my main priority as a Board Member has
been to represent the Arts in our community. My promise to
the board is to always encourage business growth and help
with community engagement by bringing creative ideas to
the table. As many people know, our galleries play a
significant role in La Jolla’s history. As a gallery manager, I
pride myself on showcasing stunning artwork and greeting
everyone with a warm and inviting attitude. Additionally, I
enjoy hosting and planning unique events, and partnering
with local businesses keeps things fun. I hope to inspire
merchants to do the same to keep the energy exciting in the
village.
In December 2021, I’m proud to say I organized the First
Fridays La Jolla Art Walk with the help of Jodi Rudick and it
has been a huge success. This recurring event has brought
a wonderful energy to the village and it’s something fun for
both locals and visitors to enjoy.
The best gift I’ve received as a board member is the
community relationships I’ve built over the years. I am
proud to hold a seat on the La Jolla Merchants Board and
the title of First Fridays Art Walk Chair, and I would love to
continue to help La Jolla and our merchants thrive!
Thank you for your consideration.
Note: Katey Longo is seeking her 2nd Term on the Board.
She is the Current Chair of First Friday Art Walks.

10. M A D E L I N E M A C K E Y
F I R S T T I M E
C A N D I D A T E
L A J O L L A S O C I A L /
M E D I A O N T H E
R I S E
T O U R I S M /
M A R K E T I N G
My name is Maddie Mackey and I
am the founder of Media On The
Rise and the delegate for the La
Jolla Social Printed Map and
Advertisement distributed
throughout the village in
conjunction with La Jolla Golf
Carts.
Both businesses bring the
community together for local
enjoyment. We are making an
impact by living, eating, and
breathing La Jolla Life daily!
The La Jolla Social Map and Email
newsletter have been providing the
community with updates and
events for over 5 years. We host
local & collaborative events and
actively participate in keeping La
Jolla beautiful!!

11. J E N P H A M
C U R R E N T B O A R D
M E M B E R
L A J O L L A G E M
A P P R A I S A L
O W N E R
P R O F E S S I O N A L
S E R V I C E S / R E T A I L
I am a GIA gemologist and jewelry
appraiser. Our lab in La Jolla is the
56th AGA certified gemological
laboratory and is the only one in San
Diego. I feel blessed for the
opportunity to live and work in La Jolla
village.
I thank all the people who did and
have been doing all the hard work to
make La Jolla a beautiful and green
environment. I recently gave birth to
my son here and that motivates me
even more to contribute in making La
Jolla better everyday. I look forward
to continuing to serve on the board to
keep being the voice and the ear for
La Jolla merchants.
Note: Jen filled a mid year vacancy
and is seeking her first full term on the
board.

12. B I L L P O D W A Y
B O A R D M E M B E R
D E C K E R ’ S D O G
& C A T ,
D E L E G A T E
R E T A I L
I have been involved with the LJVMA for the past
three years as a volunteer. I am currently
representing the LJVMA on the PDO (Planned
District Ordinance), Traffic and Transportation and
Coastal Access and Parking Committees. As a
retired retails executive, I can contribute many
ideas to help LJVMA become a more vibrant force
in the village.
I can help spearhead new committees to aid in
grant writing. LJVMA has come out of the
pandemic with a lot of great activities. I look
forward to being involved in all of these
committees in any way possible to help make La
Jolla the best place in San Diego to live, work and
play. Thank you for your consideration.
Note: Bill Podway filled a mid year vacancy and is
seeking his first full term on the board. He is Co-
chair of the Marketing and Events Committee and
serves on three joint committees of La jolla.

13. N A T A L I A P E T R O V A
C O R M O R A N T
B O U T I Q U E H O T E L /
B I R D S E Y E
R O O F T O P B A R A N D
R E S T A U R A N T
H O S P I T A L I T Y /
R E S T A U R A N T /
T O U R I S M
I represent the Cormorant
Boutique Hotel and Birdseye
Rooftop, recently opened in May
2022. I have 11 years
experience in the Hospitality
Industry, and I believe being in
the hospitality field is also about
supporting local businesses,
building connections and
contributing to the growth of the
community.
Looking forward to brainstorming
with the board, creating
partnerships and being part of
the La Jolla Community

14. S U M M E R
S H O E M A K E R
B O A R D
T R E A S U R E R
L A V A L E N C I A
H O T E L G E N E R A L
M A N A G E R
H O T E L A N D
T O U R I S M
As an active board member of the San Diego Tourism
Marketing District and a hospitality leader in our coastal
communities for more than 10 years, I believe in the
continued success of La Jolla and its diverse businesses. I
am proud to represent the historic La Valencia Hotel, an
iconic destination in our beautiful village. In my time as
General Manager, I’ve placed a great deal of energy into
understanding our community, partnering with local
businesses, and bringing new guests from near and far to
visit our community. With extensive experience in both
hospitality and the event industry, I would be an asset to
bettering La Jolla Village. Throughout my career, I have
developed a strong reputation for being highly creative in
developing innovative experiences, actively engaging in
finding solutions, and being a strong partner in
organizations.
The La Jolla Village is one of the most beautiful and
attractive destinations for visitors from around the world.
Together we can continue to build upon and enhance La
Jolla’s reputation as a sought-after coastal destination. We
do this by enhancing communication and developing
unique village-wide programming to encourage locals and
visitors alike to enjoy our wide variety of businesses and
experiences. I’m eager to be a member of this board to
support our community, help successful businesses thrive
and help other businesses attain the same success level.
In this new environment, it is more important than ever for
our businesses to unleash their creativity and lean on each
other to succeed.
Note: Summer Shoemaker is seeking her 2nd Term on the
Board. She is the Current Secretary of the Board of
Directors.

15. H A L L I E
S W E N S O N
C U R R E N T
B O A R D M E M B E R
A R C H I T E C T
W I L L A N D
F O T S C H
P R O F E S S I O N A L
S E R V I C E S
My name is Hallie Swenson. I am a local La Jollan, and
I have lived in the village off and on since 2014. I went
to Point Loma Nazarene University and received my
Global Business Administration degree. I then took a 3-
year break from La Jolla and went to get my Masters of
Architecture from University of Notre Dame. Andy and
Brian persuaded me to come back to La Jolla in July of
2020 where I am now Project Manager for the team
here at Will & Fotsch Architects.
I have had many wonderful opportunities to work and
study in Europe as well. Travelling is my absolute
favorite! I love art and museums also; I am classically
trained in watercolor renderings and hand drafting. I
was so excited when the museum opened – the event
on April 9th was absolutely spectacular. My boyfriend
Dylan Moore is a realtor in town and is on Patty Cohen
and Susanna Corrigan’s team. We are a part of the
vibrant social scene of La Jolla and have attended all of
the recent LJMA events. We also have an adorable
Labrador/Border Collie mix dog named Finnegan – you
may have seen us sitting at Parakeet Cafe with him.
Thank you for your consideration and I look forward to
further correspondence.
Sincerely,
Hallie W. Swenson
Note: Hallie filled a mid year vacancy and is seeing her
first full term on the board.

16. C H A D T A G G A R T
C U R R E N T
B O A R D M E M B E R
L O B S T E R W E S T ,
O W N E R
R E S T A U R A N T
The relationship between local
merchants and the community is at the
core of what makes any town or city a
desirable place to live or visit. Being new
to La Jolla, I hope to bring fresh and
innovative ideas to the board in efforts to
maintain or even improve it’s already
stellar reputation as being on of the
most desirable places to spend time in
San Diego.
As a business owner for the past 9
years, it’s become increasingly apparent
to absorb and relay the understanding
that every guest interaction is part of a
greater community good.
Note: Chad filled a mid year vacancy
and is seeing his first full term on the
board.

17. D R . M A D D I E
W A L L A C E
C U R R E N T B O A R D
M E M B E R
A K A K E N
C H I R O P R A C T I C ,
O W N E R
H E A L T H / W E L L N E S S
My name is Dr Maddie Wallace and I am
excited to continue participating in the La
Jolla Merchants Association.
Over the past few months, I have started to
build relationships with fellow board
members, gotten to know La Jolla better and
now feel more at home in this community. I
have thoroughly enjoyed every event that I
have participated in and I look forward to
continuing to engage in all that La Jolla has
to offer. I am also eager to get more involved
in the production of events, especially those
related to health and wellness.
I have my sights set on creating a January
wellness month event where community
members receive something similar to a
Bingo card and make their way through La
Jolla, checking out the different health
practitioners, gyms, yoga studios, salons
and more!
Note: Dr. Maddie filled a mid year vacancy
and is seeking her first full term on the
board.

18. E L E C T I O N
B A L L O T D U E B Y
O C T O B E R 5 , 2 0 2 2