The La Jolla Town Council (LJTC) will launch a new “win-win” program for local residents and businesses. A “Shop Local, Shop La Jolla” discount card will be offered to every LJTC member for special discounts and deals at participating local retailers, restaurateurs and service businesses. “The idea behind it is about keeping business local,” said LJTC trustee Greg Phillips. “We’re thoroughly excited about it. We think it’s going to be a success for local businesses as well as residents.” Residents can simply show their LJTC membership card to participating businesses to reap the benefits of specials at places like Vigilucci’s, Meanley & Son Ace Hardware, Mr. Taco, PC Help Desk, Burns Drugs, Latte By the Sea, DW Printworks and LJ Lock and Key. “The beauty of it is that people often have to carry different coupons or cards for different discounts, but if you just had one La Jolla card that you can use at different businesses, it might actually be worth carrying in your wallet or purse,” said John Weinstein, LJTC’s second vice president. There are no extra fees involved in the program for businesses or residents that are already members. Anyone who is not yet a member and wishes to take advantage of the card’s discounts can become a Town Council member for $50 per year or $100 for business members. The money put into becoming a member is well worth it for the potential savings of the discount card. If that’s not enough, members can also take advantage of current LJTC membership benefits, including discounts to SunSetter happy hours, voting privileges in trustee elections, referral service for business members and free publicity for businesses with an announcement of membership and introduction at a LJTC meeting. “The potential is huge with over 500 business and resident members in La Jolla,” Phillips said. “Our hope is that by giving people an incentive — i.e. a discount — that could be enough to stay local.” He said the idea of the discount program is to urge residents to visit new places in La Jolla that they might have heard about, but never tried — in turn, getting businesses new customers. “It’s really a win-win for everybody, there’s really no downside,” Weinstein said. “We’re hoping that everyone in La Jolla wants to be part of the Town Council because we are an advisory group that just wants to improve the quality of life in La Jolla for businesses and residents.” The program is slated to launch in late November. Discounts for members will be posted on the LJTC website, www.lajollatowncouncil.org, and participating businesses will have a LJTC sticker posted at their shop or restaurant. To become a member, visit www.lajollatowncouncil.org or call (858) 454-1444. For businesses that want to become a member and provide a discount, email Valerie Strocco at [email protected].