Merchants bring Fall Fest to Shores

La Jolla Shores will be jumping from 5 to 8 p.m. tonight when the merchants association hosts its first Fall Fest on Avenida de la Playa.

The association, which is celebrating its first year, is reaching out to the local community to thank them for their patronage, said Natalie Leung of Surf Diva Marketing.

“We have accomplished some good projects such as cleaning up the sidewalks, planting landscaping and installing new benches on Avenida de la Playa,” she said, adding that proceeds from the event will help them with these efforts.

The “Party on the Playa,” as they’re calling it will feature a sampling of fare from local restaurants and goodies from the surf shops, boutiques and businesses down the street. Children can play in the jumper or get their faces painted, and there will be performances by Hullaballoo and the Molly Jenson band.

Everyone is being encouraged to wear Halloween costumes, said Leung, noting that they hope to sell 400 tickets.

Each shop/boutique/restaurant will give partiers a stamp or sticker for the 12 boxes on the tickets. Ten stamps qualify for an entry in the raffle.

Tickets are available at $5 per person at La Jolla Kayak, OEX Dive & Kayak Center, Surf Diva Surf Boutique, Neighbor Savor, and the La Jolla Shores Hotel.

For more information, call (619) 840-3482 or e-mail