Discover PB’s point man orchestrates outreach, engagement Andy Hanshaw, executive director of local business development agency Discover Pacific Beach, might be compared to a network television programmer in his formula for success this year: the most exciting new shows alongside the best reruns. Representing one of 18 business improvement districts (BIDs) in the city, Discover Pacific Beach announced this year’s dates for its most popular programs, including Coast of Pacific Beach Restaurant Walk on April 26, Heart of Pacific Beach Restaurant Walk on Sept. 13, BeachFest on Oct. 1; Christmas on Crystal Pier on Dec. 3 and the Holiday Parade on Dec. 10. Last year, local businesses generally continued a gradual recovery from the nationwide economic slump, according to Hanshaw. He believes the key to positive results this year is to build on the solid foundation of previous accomplishments. “It’s been rough, but there’s a lot of optimism for the future,” Hanshaw said. “We want to attract business and customers to the beach. We’re always open to new ideas and events, but we want to grow on last year’s successes.” Achieving that success will require that businesses adapt to the changing environment in Pacific Beach. Hanshaw recognizes that more families are taking advantage of lower property values to move into the neighborhood, but he believes the evolution is also an opportunity. “We want to get an understanding of our demographic to help businesses and put on events that appeal to those people,” he said. The 45-year-old executive director said lower real estate prices are also making Pacific Beach more attractive to businesses that want to open in the community. To tap into new potential customers while buttressing proven enterprises, Discover Pacific Beach will be focusing on three initiatives in 2011, Hanshaw said. Of three prongs, two will entail joining already existing city programs (maintenance assessment district and the Clean and Safe program) that provide enhanced security and maintenance for targeted areas. With track records in other city communities, both programs are funded by assessments levied on properties. Hanshaw said his agency’s main thrust will be outreach, engagement and education of property owners to gain approval. For its third project, Discover Pacific Beach plans to expand the current Saturday morning farmer’s market with an additional day every week during the summer. Although the precise day hasn’t been selected, Hanshaw said the extra event will be held after normal work hours. The goals are not without obstacles like city finances that could affect services. Yet the biggest challenge is the ongoing battle against the misconception Hanshaw contends is held by “a few” that the community is a wild party, akin to a Las Vegas casino or college fraternity. “Beach communities across the country attract people who want to enjoy themselves,” Hanshaw said. “If people want to say it’s a bad thing, I say it’s a great thing because we have prosperous businesses.” Estimating about seven million visitors to the community annually, Hanshaw said his group tries to address problems created by the crush of people. But eradicating Pacific Beach’s niche as a beach attraction is like killing the goose that lays the golden eggs. “Tourism has a huge impact on Pacific Beach,” Hanshaw said. “It’s a giant reason why our businesses are here. As a beach area, in my opinion, we’re going to be the first to see the benefits of an improving economy.”