The document outlines a comprehensive plan by the La Jolla Village Merchants Association to improve coastal access through enhanced parking education and wayfinding initiatives. Key findings indicate that there is significant underutilization of parking capacity, particularly during nights and weekends, and the plan includes both low-tech and high-tech signage to direct visitors to available parking while promoting local amenities. The proposal also emphasizes communication strategies and community involvement to elevate the overall visitor experience in La Jolla.

1. Coastal Access
Solutions through
Parking Education
and Wayfinding
Submitted by La Jolla Village Merchants Association
Based independent studies conducted in 2019
San Diego State University
ACE Mobility Solutions

2. 8
State of Parking in La Jolla Summary (Presented in April 2019)
Key Findings from Parking Study Presented by La Jolla Village Merchants Association
April 2019; ACE Mobility Solutions
 There is excess capacity for parking off-
street virtually every day of the year
 Night and weekend parking capacity is
extremely under utilized.
 FREE parking is more attractive than paid
parking.
 Parking should not be a barrier to
visitation on nights and weekend
 New technologies can remove barriers to
off-street parking.
 Business hours create the
negative parking perception in
the Village.
 Parking rates are discounted
verses other San Diego sub-
markets
 Future event strategies should
not be impacted by parking
concerns

3. Current State Summary
There’s ample parking in La Jolla Village
Total Parking Inventory
On-Street Stalls – 2456
Off-Street Stalls – 4,089
Valet Availability – 200
TOTAL Inventory – 6,745
3

4. 7
Current State Summary
Pre-Covid Major Event Capacity
No parking location has filled to capacity during any event

5. Public Transit
Opportunity
Insure riders can easily find their
way and navigate La Jolla Village
amenities including
Coastal Access
Arts and Cultural Sites
Restaurants and Shopping
Points of Interest

6. La Jolla –
So Muchto See, So Muchto Do
Plentyof Parking, too!
Encourage visits to La Jolla by removing the traffic and
parking barriers
Parking Communication Campaign
 Print
 Digital
 Broadcast
Everyone needs to know
 Local La Jollans
 Regional visitors
 National and international tourists

7. Wayfinding Parking Signs
Phase One - Simple Option
Blade Signs
Two Dimensional Directories
Phase Two - High Tech Options
Electronic Signs
Could be tied into parking availability

8. The
Phase
One Plan
Use real data and experts (San Diego State University Consulting
Program. ACE Mobility Consultation Study)
Create a communication plan
educating and directing visitors to
ample off-street parking
Map that includes parking facilities, coastal amenities
and other points of interest
Mobile application with real time fees for off-site
parking facilities
Print and digital promotional pieces supporting
parking campaign
Directories and blade signs to assist with navigation
and finding amenities within and outside the BID
boundaries.
Improve navigation for those using public transportation allowing
them to better navigate and self-direct to coastal amenities;
shoreline, shopping, restaurants and other points of interest
Re-launch merchant discount parking with no coast to CAP
Program by negotiating direct billing between merchants and
parking vendors

9. Coastal Access and Parking –
WhySignageisNeeded
Common and Expected
Wayfinding signs and monuments are a
common way to facilitate navigation in
and around urban areas, on foot, on
bike, and in a car.
Most Coastal Communities have
wayfinding programs
Parking Destination Pre-
Determined
No More Circling the Village
Wayfinding signs help ease the stress of
navigation and reduce the time and
energy needed to find a destination.
Have Fun Faster. Linger, Longer
Wayfinding signs have the potential to
reduce the driving time needed to
locate a designation or parking spot and
can encourage walking.
Park Once, See More
Wayfinding signs can also improve the
local economy by encouraging
exploration of an urban area and
providing useful information to make
the urban experience more enjoyable.
Enhance Experience for Public
Transit Riders
As trolley and bus routes expand,
riders will need information and
directions to points of interest
Update Image and Experience
The proposed wayfinding
designs will modernize and
expand existing signage and
guide visitors to unique and
important areas of downtown.

10. Sample Signage (Encinitas) La JollaDraft
SwitchfootCreative,Encinitas

11. PhaseTwo
HighTechOption
UsingOccupancy
Data
Occupancy data can be used to display real-
time parking counts with signs or used in web
and mobile app solutions.
This would allow the Village to direct visitors to
available parking and reduce the amount of
congestion on main roads in the Village.
Additionally, long term data can be used to
track the overall parking occupancy in the
Village which can be used by the board to
make long term decisions based on actual data.

12. VillageEntrySigns
Basedontheaccesspointsto
theVillage,weare
recommendingthreeParking
AvailabilitySignsatthemain
entrancestotheLaJolla
Villagetodirectguesttoopen
parkingavailability. Belowisa
sampleofaparkingavailability
signwhichcanprovidereal
timeupdatesonstall
availability.Pleasenotethe
signrepresentedisonlya
draft,finaldesignsshouldbe
designedbasedontheoverall
themeoftheVillage.

13. ParkingLocationSigns:
In addition to the Village Entry
Signs, each participating parking
location would convert the current
parking sign to a stall availability
sign.
This reinforces the parking
availability in the Village and assists
visitors in finding parking options.
In most cases the infrastructure is
in place at the main parking
facilities in the village that can
leverage the program, significantly
reducing the overall cost of
implementation due to prior
investment in parking signage.
Below is an example of the current
parking signs placed in the Village.

14. Next Steps – Phase One
ActionRequested
Phase One (To by completed by September 1) – Total Cost $3500
Get support from various community groups at all June/July Meetings
 La Jolla Village Merchants Association
 Parks and Beaches,
 Enhance La Jolla
 Planned Design Ordinance,
 Coastal Access and Parking
 La Jolla Town Council
 La Jolla Community Planning Association
Create Plans for Directory and Signage - $2500 (Three Bids submitted, Award
Project Integrative Signs, San Diego. (Recently completed signage plans/projects
for other San Diego BIDS – Old Town, North Park)
Develop Communication Campaign and Graphics - $1000
Deploy Merchant and Visitor Discount Program – No cost to CAP
Determine Budget and Funding Sources for Overall Project
 Option One - Support granted by Coastal Commission to pursue Project allowing access Coastal Access and Parking Funds
 Option Two - Pool Funds from Various Community Groups (listed above)
Phase Two Sept 2020 – December 2020
Present Final Plans to Community Groups
Fabricate and Install low-tech signs and directories (Number depends upon
budget. Blade signs would be approximately $15,000. Large directories are
additional
Phase Three - TBD
High-Tech Electronic Signage -