In April, while preparing for Concours d’Elegance weekend, La Jolla Village Merchants Association vetted ways to capitalize on the signature special event. Merchants also re-introduced Enjoya La Jolla, a new monthly Saturday twilight promotional event debuting in May.
The 15th annual Concours d’Elegance that featured more than 100 classic and exotic cars on Scripps Park lawn April 14-16 headlined discussion at the LJVMA’s April 10 meeting.
“This event is hugely important for everyone,” noted LJVMA president Brett Murphy.
Executive director Jodi Rudick said an LJVMA program, Break in the Village, was being held in conjunction with the Concours to promote the Village. “We had 80 merchants signed up to engage in the event, and each of them committed to doing something special in their stores with free refreshments, special discounts, gifts, etc.,” she said. “There are nine places throughout the Village where there’s going to be music happening, along with merchant outreach doing LJVMA-branded balloons and bags.”
Following the Concours, LJVMA president Brett Murphy said: “The event, the weekend, and the week were extremely successful for all involved. I was amazed at the participation from our merchants and the turnout at the Concours d’Elegance. It was a huge success.”
Added Murphy: “I truly believe it will be an incredible jump-off point for the upcoming Enjoya La Jolla event in May. We have gone to an aggressive offensive approach through advertising, marketing and, most importantly, relationship building to provide tremendous value for our merchants. This past weekend was a first-hand look at what can be done when we work together as a positive and cohesive unit.”
Enjoya La Jolla sunset sip, shop and stroll events will be held on second Saturdays. The inaugural event will take place May 11 from 3 to 7 p.m. throughout the Village. Like its precursor, La Jolla Nights, a quarterly celebration of Prospect Street’s arts, eats and and shops held in 2015-16, Enjoya La Jolla visitors will receive a “passport” from participating merchants. That passport will grant guests special offers, refreshments and contests. Completed passports will be returned and entered into a contest to win a La Jolla weekend package.
Enjoya La Jolla will include street performers entertaining, as well as free parking courtesy of Ace Parking at 888 Prospect St. In other action
• LJVMA board member Robert Mackey of La Jolla Golf Carts volunteered to replace Aaron Goulding as the merchant board’s representative on the Traffic and Transportation Subcommittee of the La Jolla Community Planning Association.
• Council staffer Mauricio Medina noted District 1 Councilwoman Barbara Bry is hosting a budget town hall Saturday, May 6 from 10 to 11:30 a.m. at La Jolla Village Square Community Room, 8657 Villa La Jolla Drive. RSVP required to [email protected].
• Pointing out “not more than 10 percent” of a business improvement district’s annual budget can be carried over to the next year, Rudick in her financial report noted LJVMA is in good shape. “We have a lot of budget to work with,” she said.
