City Council approves new La Jolla business district plans


San Diego City Council members on Tuesday unanimously supported a plan to give life to a new La Jolla Business Improvement District that should revive efforts to promote and clean up the Village area.

Their action included approving the La Jolla Business Improvement District Advisory Board of Rick Wildman, Daisy Fitzgerald, Jennifer Clark and Glen Rasmussen. All are members of the Promote La Jolla executive committee.

The action follows a failure by the council to renew PLJ’s status as a recognized district following an audit last June of its finances and record keeping. The new group will be administered by the city, with advice from the approved advisers, who will seek guidance from PLJ members and directors.

The council also approved the new district’s fiscal year budget report and approved levying an annual assessment on licensed businesses within the district to fund its activities and operations.

Following the council meeting, Wildman, president of Promote La Jolla said: “It shows you what the community can do working together. It (council vote) was a good step toward the future. We have a budget that allows us to do all the things we want to do — hanging plants, Big Bellies (trash compactors), the pet parade, get our rent paid, etc.”

State law authorizes the city to establish business improvement districts (BIDs) allowing them to collect an assessment from businesses within their boundaries and apply those assessments toward improvements and activities benefiting the district.

First District Councilwoman Sherri Lightner requested that city staff implement the annual appropriation process and administer the La Jolla BID for the remainder of FY2010.

City staff time required to do manual billing and the BID’s budget report will be recovered from BID assessments, and the remainder is to be disbursed by the city for the benefit of BID businesses.

Promote La Jolla holds its next meeting at 3 p.m. Jan. 13 at the La Jolla Library, 7555 Draper Ave.