Northern California pizza company heading for La Jolla

Here's some news on new businesses in La Jolla:

• Amici's East Coast Pizzeria, Inc. expects to open its first Southern California restaurant in late February or early March in the building formerly occupied by Panini Café — and before that IHOP — at 811 Prospect St.

The company was started by friends Peter Cooperstein from Boston and Mike Forter from New York. According to www.amicis.com they “decided to do something about their mutual longing for the style of pizza they'd grown up with, and set out on a quest to learn the secrets that made pies from the famous pizzerias of New York, Boston, and Connecticut so distinctively delicious.” They opened their first restaurant in San Mateo in 1987.

The 10-year lease for the 4,200-square-foot property from Royal Inn of La Jolla Ltd. is for $1.3 million.

Mike Slattery of Cassidy Turley BRE Commercial represented the lessor along with Michael Spilky of Location Matters. Eric Rafia of Cathay & Company Real Estate, Roger Oser of Cornish and Carey Commercial, and Jeff Chasen of Grubb & Ellis Company represented the lessee.

n Ethan Kopsch has opened Bird Rock Fit at 5490 La Jolla Blvd. He and fellow trainers who previously worked at Mission Beach’s Wave House Athletic Club are holding personal training sessions, small group classes and bootcamps. They are open six days a week. Go to

www.birdrockfit.com.

n Lilly’s Villa, a senior residential and assisted living facility, has opened in La Jolla Dr. Liliana Binner, a specialist in geriatric psychology, is the director. The home is licensed for six residents. Go to

www.lillysvilla.com

to learn more.

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