The La Jolla Merchants Group Brings Back Associate Membership Program

La Jolla Village Merchants Association Revives Associate Member Program

After a hiatus due to the COVID-19 pandemic, the La Jolla Village Merchants Association (LJVMA) is reintroducing its associate member program. This initiative, first launched in 2019, allows businesses located outside the 30-block La Jolla Business Improvement District (BID) to access some of the benefits of LJVMA membership.

Business improvement districts are designated areas where business owners are assessed annually to fund activities and upgrades that promote their districts. LJVMA oversees the La Jolla district, and this year, the focus is on businesses along Draper Avenue, which are not part of the BID.

Executive Director Jodi Rudick explained that the associate membership program was gaining momentum before the pandemic hit in March 2020. Now, with the program back in action, businesses outside the BID boundaries can officially join LJVMA, except for serving on the board of directors.

Membership fees start at $120 per year for businesses with one or fewer employees and go up to $480 per year for companies with more than 50 employees. At the recent May meeting, eleven associate membership applications were approved.

In addition to reviving the associate member program, LJVMA is in discussions with UC San Diego to potentially take over the management of the “skinny banner” program in The Village and along Torrey Pines Road. This program, in place for over 15 years, generates funds for Village beautification through banners featuring images or words that promote La Jolla.

The next LJVMA meeting is scheduled for June 12 at the La Jolla/Riford Library. The association is also planning outreach efforts to expand the associate membership program to businesses in Bird Rock, The Shores, banks, real estate agents, and other small businesses.