A Big Thanks: The MAD Made It!



We did it! Three years of hard work and $150,000 later, voters in the district passed the La Jolla Village Maintenance Assessment District (MAD). We now have a mechanism in place to spruce up La Jolla. Move over, Carmel, Sun Valley, Palm Springs, Palm Beach —communities known for their pristine streetscapes to that match their natural beauty — La Jollan’s are about to polish our jewel.

La Jolla, known at San Diego City Hall for its passionate, out-spoken residents and its alphabet soup of community groups, came together to support this effort. Special thanks and kudos go to a number of organizations and individuals who helped make the MAD happen.

The La Jolla Community Foundation board recognized the need for a MAD in order to raise private donations for work in the public right-of-way. The MAD was also needed so that any improvements made won’t fall apart or die of neglect. Donations from its members funded much of the complex legal and communications work needed to bring this project to fruition. Individuals who were particularly generous in funding the work include: Buzz Woolley, George Hauer, Andy Nelson, Lynn Gorguze, David and Patsy Marino, Jake Figi and Nancy Warwick.

The La Jolla Town Council, La Jolla Village Merchants Association, La Jolla Community Planning Association, La Jolla Parks & Recreation, Inc. and La Jolla Parks & Beaches, Inc. all unanimously supported the MAD.

Kathleen Mead and the San Diego Foundation generously granted $25,000 to the La Jolla Community Foundation Enhance La Jolla effort to fill in a funding gap.

Julie Bronstein, former executive director of the La Jolla Community Foundation worked diligently for three years on this project. Community activist Joe LaCava was hired to step in and carry the ball over the finish line when Julie left the foundation.

Mark Dibella, chaired the Enhance La Jolla steering committee, speaking with many community groups and graciously hosting many events at the La Valencia. The expertise of consultants John Lambeth of Civitas Advisors, Inc. and Kristen Bryne of MJE Marketing was invaluable.

The biggest thank you to all the members of the Enhance La Jolla steering committee who worked tirelessly, lobbying property owners and knocking on doors to help coalesce the community for the MAD.

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