Board Elections, Committees & Meetings

It’s election time at LJVMA.  We will be announcing our 2021-22 candidates soon. Thanks to all of our nominees. Read more about the election process and timeline HERE

Meeting Information As we emerge from COVID restrictions our meetings will take place to best serve the needs of our members.  This month’s September 8, 2021 meeting has been canceled.  Relevant agenda items will be moved to our October 13 meeting.

View and download the Minutes from our August 11 Meeting HERE.
View and download our original Agenda September 2021 Date (Corrected)

Did you miss it? This month, the Marketing and Events Committee met for a Happy Hour Brainstorming session on August 24 at 4:00 PM at Cove House, 8030 Girard Avenue.  Thanks to Cove House for sponsoring our brainstorming session buying our burgers and first round!  We will host another Marketing Committee Happy Hour on September 28. Stay tuned for details.

About the Board of Directors

The La Jolla Village Merchants Association is guided by a 15 person Board of Directors which sets policies and strategies, under the guidelines set forth by the City of San Diego’s Economic Development Department Operation Manual. These hard-working volunteers are the driving force behind the success of the organization.  The Board meets the second Wednesday of every month at 4:00 PM at the Riford Library located at 7555 Draper Ave, La Jolla.  All members of the public are invited to attend.  The executive board is comprised of the President, Vice President, Treasurer, and Secretary.

To learn more about and apply for the La Jolla Village Merchant’s Association Board of Directors complete this Self Nomination Form Open Board Positions Mid-year vacancies are filled as needed throughout the year. Applications can be submitted at any time.

4 Points Committee 1200 1

La Jolla Village Merchants Association, Inc. hosts its Committees based on the National Main Street’s “Four Points” Program. Three of the Committees (Promotions, Design & Economic Development) may meet monthly and make recommendations to the Board of Directors (Organization).  Meeting topics include events, activities, promotions and other issues that impact La Jolla Village Merchants.

Successful And Happy Business Team

Get Involved!

Anyone can volunteer with the La Jolla Village Merchants Association!  Whether you are interested in joining a committee or prefer to lend a hand at a signature La Jolla event (such as the Concours d’ Elegance, Holiday Festival, La Jolla Art and Wine Fest to name a few) we welcome your participation. Here is a list of ongoing volunteer opportunities.  If you are interested in getting involved at any level please send an email to

Organizational Excellence (Committee)

Involves creating a strong foundation for a sustainable organization including cultivating partnerships, increasing membership, community involvement, and resources for the Village. Explores new revenue streams and maximizes existing opportunities.

Economic Vitality & Merchant Development (Committee)

Focuses on capital, incentives, and other economic and financial tools to assist new and existing businesses, catalyze property development, and create a supportive environment for entrepreneurs and innovators that drive local economies.  Attracts new business while supporting existing merchants through education, communication, partnerships, and resources.

Design and Ambience (Committee)

Supports a community’s transformation by enhancing the physical and visual assets that set the commercial district apart. Works directly with the Maintenance Assessment District to ensure safety, cleanliness, ease of access within the Village.  Assists with holiday decor.

Marketing & Promotions (Committee)

Creating a positive image that showcases La Jolla Village’s unique characteristics through traditional and emerging marketing and publicity including social media, print, digital and broadcast. Graphic designers, writers, and social media lovers are encouraged to join!

Events & Experiences (Committee)

Positions La Jolla Village as the center of the community and hub of economic activity with a focus on creating events, experiences, and entertainment.  This is the perfect group for those who love planning and adding special touches to parties and special occasions — photographers, designers, social media aficionados, lovers of logistics, volunteer coordinators, foodies, etc.

Special Event Volunteer

Throughout the year La Jolla hosts dozens of special events from the Concours d’Elegance (April) to The La Jolla Art and Wine Festival (October).  It takes hundreds of volunteers to bring these events to life and you’re invited to join the fun.  If you’d like to help out at these world-class activities email jodi@lajollabythe sea and we’ll get you connected.  

La Jolla Coastal Access and Parking Committee

Part of the La Jolla Community Planning Group, the Coastal Access and Parking Committee works with the California Coastal Commission to increase access to La Jolla’s beautiful coastline.  The La Jolla Village Merchants Association operates as a fiscal agent of the LJCAP program and holds three seats on its Board. Merchants interested in serving on this or other community boards as a representative of the LJVMA can contact  Access related documents below:

Memorandum of Understanding between the California Coastal Commission and the City of San Diego pertaining to the La Jolla Coastal Access and Parking Committee’s Scope of Services

Ace Mobility Solutions Parking Consultant Report 2019

2020-21 Board of Directors

Natalie Aguirre
J McLaughlin

Amber Anderson, Treasurer
Pacific Sotheby’s La Jolla

Morgan Barnes, Marketing and Events Chair
Cove House

Joelyn Cullen, Secretary
Lifetime La Jolla

Cody Decker, President
Decker’s Dog + Cat

Karen Finerman
Empress Hotel La Jolla

Andy Fotsch
Will and Fotsch Architects

Gabriela Guevara
Blue Apparel

Katey Longo
Peter Lik Fine Art

Kelli Metcalf
Chartwell Escrow

Michael Matthews
Mermaids and Cowboys

Summer Shoemaker
La Valencia Hotel

Melissa Snook
Merrill Lynch Wealth Management

Lauren Turton
Ciao Ciao Piadina