LJVMA events to spotlight ‘Beautiful La Jolla’By Kathy Day
La Jollans can expect to see a full schedule of events and beautification efforts kicking into gear in the very near future as the La Jolla Village Merchants puts its plans into action.
When the board met on April 13, they heard reports on everything from keeping La Jolla by the Sea as the brand identity for the group to reminders about calling the city to report potholes and non-working street lights.
But with an urgency that hasn’t been seen for a while, the group’s promotions working group stepped up with an idea for a series of monthly events to start in June to “kick start life” in the Village, said Sheila Fortune, owner of Aquamoree and LJVMA secretary.
“We want to have one campaign with a monthly theme, during the second week of each month,” she told the board and audience of about 35.
With the theme, “La Jolla by the Sea … See what’s Beautiful,” each month will focus on a special segment of the Village offerings and will feature special events on Tuesday night.
Fortune noted that they picked Tuesdays because Friday nights and weekend days usually have better crowds so the goal is to help pick up business on other days.
“We want to have music on the street corners, seminars, fashion shows, design competitions and discounts for theme subject items,” she said, reading from her group’s summary.
The plan calls for starting in June with “Beautiful Store Fronts and Gardens” and a Master Plan Design Contest, with details to be determined. But the theme could possibly feature green, sustainable concepts as well as others. From there it will be Beautiful and Healthy Lives; Beautiful Furniture, Art and Design; Beautiful Fashion; Beautiful Food and Wine; Beautiful Places to Stay, and Beautiful Holidays.
The October food and wine month could be carried out through the Gallery, Wine, Walk & Taste that has been held for the past several years or a new Taste of La Jolla-type event, Fortune said.
The holiday event would coincide with the Town Council’s parade and perhaps a contest to decorate the Village.
Fortune added on Monday that the group is “trying to recognize that all of the members have different customers/clients and we all need the locals and tourists to walk the streets and visit. Breaking it up into monthly themes will allow us to focus a little more on everyone’s needs for new business than a large event or two would generate at this time. It will get some positive energy flowing on a consistent basis in the Village.”
Among the ideas they’re considering are a discount from the “Beautiful” events if someone buys during the events or scavenger hunt could be designed to get people in and visiting all participating businesses for the month and the entire year.
Looking to the future, Fortune said, the goal would be for the association to host “two or three key events” next year.
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