Let’s all work for the common good of LJ

It may only be October, but it seems like there’s a holiday spirit brewing in the Village these days. And it’s not a scary Halloween spirit, either.

Last week a group of business people sat down and talked about what they can do to bring shoppers into La Jolla during the holidays. Admittedly, they’re a little frightened that a weak holiday season may mean the end for some of them and their neighbors.

But they’re taking the positive approach. While there was some grumbling about cleanliness of the streets and lack of support from the city, they stayed mostly on track with their top agenda item. The idea is for every merchant to put white holiday lights up from the day after Thanksgiving through New Year’s week. They’re willing to do it on their own dime but don’t want it to be a spotty effort.

Alfonso Fierro of Alfonso’s of La Jolla, who organized the meeting, wants to get everyone involved. And everyone, added Linda Jalving of Jewels by the Sea, should include landlords with vacant storefronts. And if they won’t get in on creating a festive atmosphere, perhaps their neighbors can adopt a store.

This group didn’t want to hear about Promote La Jolla’s problems - they just want to make things better. But when they learned that the troubled business improvement district wouldn’t be able to pay to put up the lighted decorations on lampposts or the Seasons Greeting sign on Torrey Pines Road, their small project got a little bigger.

Now they’re getting the word out and hoping people will pitch in to raise the $7,000 needed to get the lighting up there, too.

Beyond the lights, there was talk of gingerbread houses, carolers, decorating contests, and ways to get people into shops on and beyond the Christmas Parade route.

Yes, there’s talk of a La Jolla Village Business Association being formed. What shape that will take is unclear right now, but that’s not as important right now. Energetic merchants working for the common good is what matters.

Let’s show our support for them by making it our mission to shop and eat at La Jolla businesses, from the Shores to Bird Rock - and don’t wait until the day after Thanksgiving. And while you’re at it, tell your friends that live outside our community that life is good in La Jolla.