In August, there was a lot of talk about October, as the La Jolla Village Merchants Association prepped for its annual fall board election, while reintroducing the concept of a promotional fundraising “La Jollalty” card.

The merchant group also discussed how businesses can piggyback on the Oct. 12-13 La Jolla Art and Wine Festival, which will also mark the “grand launch” of the La Jollalty card.

LA JOLLALTY CARD

The La Jollalty card is a promotion being launched by LJVMA in partnership with local nonprofits like the La Jolla High School Foundation. It will involve merchants offering discount cards for suggested donations. 

“The cost is nothing for the first phase of the card,” said LJVMA Executive Director Jodi Rudick. “It will give people an incentive to shop local by allowing merchants to treat them special.”

A form is available on the LJVMA website — lajollabythesea.com — for those wanting to take advantage of the year-round locals’ discount program, which involves no commitment to participate. 

The La Jollalty card will: be distributed via various events, media, and nonprofit partners; have a dedicated website (lajollaltycard.com) set up allowing card-holders to learn about participating merchants and their offers; include basic disclaimer language on each card such as “some exclusion may apply offers subject to change”; give each participating merchant a window decal for their business or storefront declaring their participation; and include a merchant agreement for those ready to join the promotional program. 

FALL BOARD ELECTION 

Self-nomination forms for board candidacy are due Sept. 11 for six board openings. Current board members up for re-election include Gerhard Bendl, President Brett Murphy, Don Parks, Lauren Johnston and Melanie Snook, a replacement for Frank Bellavia with Merrill Lynch.

LJVMA Executive Director Jodi Rudick noted a board candidate forum will be a highlight of the group’s Sept. 11 meeting.

ART AND WINE FESTIVAL

Laurel McFarlane, a representative for the La Jolla Art and Wine Festival (LJAWF), addressed the board asking for a street closure request for the annual event, which draws more than 150 artists, 40 international wineries and local craft breweries to the Village.

“An extensive survey showed 20,000 people come per day through the weekend and that 40% of them are coming from outside of this area,” said McFarlane.  

“The goal is to get more people from different regions to come,” Rudick said of the LJAWF. “LJVMA will have a festival booth. One objective is to get merchants not directly involved to extend their storefronts onto the sidewalks to participate. We welcome merchants to wear their own apparel and decorate their own storefronts, or hand out flyers to promote their own businesses.” 

En otra acción: Judy Halter from La Jolla Parks and Beaches, Inc. updated the group on the Sept. 8 swim at La Jolla Cove.

“We have over 350 swimmers registered now,” said Halter, adding that proceeds from the new event will be used to bring back another old tradition, Sunday summer concerts in Scripps Park in 2020.