Our View: What if you could reinvent La Jolla?

As we think about the future of La Jolla, we’re intrigued by the changes in our community.

We no longer live in a homogenous, bedroom community but rather in a place filled with the richness that comes with being home to world-renowned cultural and scientific institutions and one of the nation's top-ranked universities. With that has come a broad diversity in our population — from all around the world, from many backgrounds and with much to contribute.

But we’re more than that. We’re a place that’s home to surfers and young families, retirees and owners of businesses large and small. And La Jolla is still an international draw for tourists, as well as for San Diegans coming to see our seals.

What does that mean for our community and business leaders? As La Jolla has evolved — and faced the economic downturn of the past few years — have we lost sight of whether merchants are meeting the needs of residents as well as tourists.

Are La Jolla residents leaving town to shop elsewhere because their needs aren’t met in the shops of the Village, Bird Rock or the Shores? What would keep them here?

We know the days of the town lumber store and garden shop are probably gone, but what is it that residents want? A children’s shoe store? A Crate and Barrel or a cookware store akin to Sur La Table?

Would they like to have inviting public spaces where they could while away a few hours, stopping for a bit to eat at a sidewalk café or listening to music along the way?

Could it be that our little Village needs to find its niche again?

Here’s our challenge: Let’s step back and talk about a vision for La Jolla’s future. What’s it going to take to reinvent La Jolla? We’re asking you.



Be relevant, respectful, honest, discreet and responsible. Commenting Rules