This year, members of La Jolla’s business improvement district (BID) attracted a large crop of candidates running for vacancies in the upcoming 2009 Promote La Jolla (PLJ) election. PLJ sent ballots last week that contained the names of 18 people vying for seven open board member positions. Business members must vote before the BID’s deadline of Wednesday, Oct. 3, according to PLJ rules. PLJ board member Bob Collins said the current ballot was divided between people the board chose and those candidates the merchants chose to represent them — merchants are calling those candidates the Reform Slate. Half the candidates would continue the organization’s history of representing its own interests, while the other half would start speaking for the merchants, Collins said. Reform Slate candidates Glen Rasmussen, Daisy Fitzgerald, Jennifer Clark, Brian Miller, Shannon Turner, Rick Wildman and Susan Patterson submitted petitions signed by La Jolla’s business merchant members. “They’re candidates that are not given to supporting the powers that be,” Collins said. “I believe all would like to see changes. They are for La Jolla and its businesses, and not for the powers that be.” PLJ board members asked newcomers Pasquale Angelotti, Jessie Bartram, Celeste Johnson, Jilena Greer, Tigg Mitchell, James Neibling and Tricia Gilfillen to run in the election and included a sheet of recommendations with the ballots sent to BID merchants. “They were chosen by the nominating committee as people that would support the powers that be,” Collins said. The four current incumbent board members who decided to run for another term include Jerry Burwell, Susie Greenwald, George Hauer and Pat Walsh. Reform Slate candidate Daisy Fitzgerald, owner of Ark Antiques for Animal Charities, said she wanted to change PLJ’s current priorities to ensure PLJ board members support all businesses in La Jolla. Fitzgerald said it’s important the organization’s priorities reflect its constituents’ needs while being sensitive to the community. “I will work to ensure that PLJ … supports all businesses within La Jolla,” Fizgerald said. “Promote La Jolla’s job is to Promote La Jolla.” Reform Slate candidate Jennifer V.G. Clark, owner of Maudlin and a La Jolla resident with three children in local schools, said she wanted to focus on strengthening La Jolla’s economy by attracting new customers to the area. “As a business owner, it is essential to evolve with the times and with customers’ needs and wishes,” Clark said. “I will bring my 16 years’ experience in owning and operating a local business to the board, along with new ideas and an eagerness to serve the community.” Reform Slate candidate Brian Miller, owner of Geppetto’s Toy Store, lives in La Jolla with his wife and two young children. Miller said he wants to promote and preserve business in La Jolla by increasing marketing. “We have a wonderful neighborhood and are fortunate to have a BID to generate additional revenue to be used to fuel business for the benefit of our community,” Miller said. Reform Slate candidate Susan Patterson, owner of P & C Imports, said she decided things weren’t getting done while attending PLJ meetings last year and she wanted to get involved. When Patterson was approached to run for a PLJ board seat, she said she will listen to the community and evolve with the merchants. “I started attending [PLJ] meetings against paid parking. I certainly was listening and they were very enlightening. I realized that PLJ wasn’t speaking for a majority of the community,” Patterson said. “This has been an eye-opener. Walking around town, I’ve met more people, and everyone has been very supportive.” Reform Slate candidate Glen Rasmussen is an attorney who has lived in La Jolla for 35 years and has served on local boards and organizations. Rasmussen said he wants to focus on balance for the good of all, regarding promotion of businesses in La Jolla’s village. “I pledge to listen to all sides of the issues and to make the best, reasoned decisions I can for the betterment of La Jolla,” Rasmussen said. Reform Slate candidate Shannon Turner, owner of Girard Avenue Collection, served on local boards for 35 years while living in Bird Rock, she said. “I will use my experience … to effectively serve all of the La Jolla business community and residents,” Turner said. Reform Slate candidate Rick Wildman, a La Jolla Village lawyer, wants to utilize his skills to focus on the City of San Diego to gain more help for La Jolla, he said. “But when the city does not provide what we require, we should again take the laboring oar, as we have done with the Coggan Family Aquatic Center, Fire Station 13 and the Riford Center,” Wildman said. PLJ newcomer candidate Jessie Bartram Donovan, an artist and owner of Bartram Gallery, said he would bring national marketing experience to help La Jolla grow and looks forward to learning from all the merchants in the Village so he can be the best spokesman possible. “I am very much a believer in the potential thoughtful growth we can achieve,” Bartram said. “I would like to contribute my ideas and learn from all of the other business owners in La Jolla.” PLJ incumbent candidate Jerry Burwell, owner of Crabcatcher, said he has made great changes to La Jolla’s Village since serving on the PLJ board more than 10 years, such as giving the area an online identity. “I’m kinda one of the neutral guys,” Burwell said, adding that PLJ has boosted La Jolla’s image, bringing more tourism to the area. “What was getting done the past six or seven years is incredible. It’s the same way as Laguna Beach, in that you’ve got people living and working together.” PLJ newcomer candidate James Niebling, owner of Esteban Interiors, said he wants to bring more than 25 years of retail experience to the board. “My primary goals as a board member are to unite businesses together in a meaningful way, promote public awareness and to create new and exciting business opportunities,” Niebling said. “I was a founding member of The Art & Design District, Little Italy, and served as a treasurer.” PLJ incumbent candidate Susie Greenwald, owner of Print O Mat, said her business has been in the Village more than 32 years and said she is an asset to the board because she is situated strategically. “I have daily contact with a wide spectrum of corporate and individual clients so I have an ear to the ground, which allows me to bring input to the PLJ board from all areas of the community, as well as to disseminate information,” Greenwald said. PLJ incumbent candidate Pat Walsh, owner of Azul La Jolla, said he has spent more than seven years promoting and marketing restaurants and developing relationships with La Jollans. Walsh’s personal relationships will contribute significantly to exciting projects that PLJ has planned, Walsh said in his candidate statement. PLJ candidate Celeste Johnson, owner of Sushi on the Rock, is a resident of La Jolla who wants to bring her 20 years of business understanding to the issues facing merchants and residents, Johnson said in her candidate statement. PLJ newcomer candidate Tigg Mitchell, owner of Jose’s Courtroom, became aware of La Jolla’s business needs and will bring those experiences to PLJ, Mitchell said in a candidate statement. PLJ newcomer candidate Pasquale Angelotti, owner of Pasquale on Prospect, shares the merchants’ concerns regarding coming together to promote “our lovely Village by the Sea,” he said in a candidate statement. PLJ incumbent candidate George Hauer, owner of George’s at the Cove, said this is the second year PLJ started marketing La Jolla as a premiere destination. He is committed to regaining the market share by re-establishing La Jolla as a successful brand, he said in a candidate statement. PLJ newcomer candidate Jilena Greer, owner of Hair Signatures of La Jolla, said she has run a small business on Fay Avenue for 10 years and will bring her business skills to the board of directors, Greer said in her candidate statement. PLJ newcomer candidate Tricia Gilfillen, manager of First Republic Bank, said PLJ President Deborah Marengo asked her to run but declined to provide a candidate statement. Village merchants received ballots by mail. Members may vote for up to but not more than seven candidates and then mail their choices to PLJ before Oct. 1, 2008. PLJ will announce results during its monthly meeting on Wednesday, Oct. 8, 5 p.m. at La Jolla Recreation Center, 615 Prospect Ave. For information, cal (858) 454-5780. n