In the early 1960s on placid Point Loma, two words prompted a handful of civic-minded residents to begin organizing an effort to beautify a portion of Rosecrans Street: “Gasoline Alley.” Local pundits had plastered the dubious nickname on the “Village,” a portion of Rosecrans Street that was held in high esteem by area residents. Still, even locals had to admit the label fit. At the time, the Village – on Rosecrans Street from Canon Street to Nimitz Boulevard — was, in fact, an unsightly stretch. These 12 short blocks were home to 10 gas stations, 11 massive billboards and dozens of unsightly poles and overhead power lines.  Now, a half-century later, a veritable army of activists is preparing to celebrate a major milestone — the 50th anniversary of the Point Loma Association (PLA). The milestone will be formally observed Sept. 15 at the Kona Kai on Shelter Island. Tickets for the celebration are $75 each. Cocktails at 5:30 p.m. and dinner at 7 p.m. will precede a presentation of “The PLA Story,” narrated by Iris Engstrand, professor of history at the University of San Diego. The history is rich. When a small group of volunteers first gathered at The Quarter Deck, a women’s clothing store on Rosecrans Street, the main objective was cleaning up and beautifying the Village. The group formed Point Loma Village Beautiful, and its first-ever fundraising dinner at the San Diego Yacht Club in 1964 saw 200 founding members pay $25 a couple to attend. With that seed money, the group bought and planted 65 jacaranda trees along Rosecrans Street. The following month, San Diego Magazine headlined an October 1964 story: “Which will it be, Point Loma … Beauty or Billboard Beast?” Change, however, was already under way. The group’s name was Point Loma Beautiful before its current metamorphosis to the Point Loma Association. But no matter what the moniker is, the group points to an extensive list of accomplishments over five decades. Those ugly billboards and power poles of 50 years ago have disappeared. The number of trees planted and nurtured has now passed 700 and the group maintains 15 separate beautification projects throughout Point Loma. Other association projects have included the transformation of 30 utility boxes into artwork, the elimination of graffiti and the promotion of the Peninsula’s interests with city, county and federal government agencies, including the Navy. Among the group’s important dates: 1965: The first billboard comes down 1966: The group is incorporated 1969:  Undergrounding of power lines begins on Shelter Island Drive 1972: 100th tree planted in the Village 1973: First segment of undergrounding of utilities completed on Rosecrans Street; 46 poles and more than 9,000 feet of power lines removed 1974: Last of 103 Rosecrans Street power poles is taken down 1982: Undergrounding completed on Talbot Street 1984: Membership grows to 1,350 1985: Point Loma sign placed on Harbor Drive and PLA focuses on planned demolition of Dana Junior High School and the future use of the property  1990: Dana site issues are resolved 1992: First phase of the Ocean Beach/Point Loma entryway tree-planting project sees 38 9-foot palms planted alongside Robb Field 1995: Membership reaches 3,000 1996:  The “Mean Green Team,” a hard-working sub-group of volunteers, begins tackling projects 2002: The PLA becomes presenting sponsor for the popular Point Loma Summer Concerts series 2006: Hugh Story, dubbed “Point Loma’s Johnny Appleseed,” passes  2010: A memorial to Story is unveiled For more information about the dinner and volunteering, contact Point Loma Association’s 50th anniversary dinner chairwoman Linda Fox at (619) 223-0164.