LA JOLLA – Enhance La Jolla, an organization dedicated to the maintenance and physical improvement of the Village of La Jolla, has been dutifully performing its tasks since it was established as a not-for-profit.
ELJ is operated by commercial and residential property owners within the boundaries of the La Jolla maintenance assessment district. ELJ manages one of the 64 maintenance assessment districts, or MADs, in San Diego, which contracts with the city to make improvements in the public right-of-way.
It may also implement privately contracted capital projects, in addition to the maintenance services underwritten by property-owner fees.
Times of San Diego caught up with ELJ and two of its leaders, president Ed Witt and district manager Brian Earley, to conduct a Q&A discussing the outlook for beautifying and improving “The Jewel” in 2026.
ToSD: How is the outlook for 2026 compared to past years? Any new developments? Any new projects you’re working on?
ELJ: Enhance La Jolla is undertaking an increased number of beautification initiatives to maintain and elevate the district’s physical appearance to a high standard. About 100 flower baskets are hanging on several commercial streets that are maintained all year round. We recently introduced large planter pots on the Girard and Fay Avenue sidewalks. We are looking to expand these planter pots and are also seeking partnerships with building owners to bring many more.
ToSD: Seems like we’re in a mode now where every public organization is being asked to do more with fewer resources. Is that true of ELJ and its mission?
ELJ: We work within a specific budget each year through consistent management of the services provided through contracted vendors. We have excellent relationships with them and can adjust schedules or add services where needed. Adding services requires a careful eye on monthly budgeted goals, and we have been fortunate to use the resources given to us without going over budget.
ToSD: What are some of the challenges ELJ faces in properly maintaining the district? How do you cope with the rising costs of performing services, for example?
ELJ: Beautification efforts increase our responsibility to maintain them. We recently added a watering service to maintain the quality of hundreds of baskets, pots, and plants that you would see adjacent to the sidewalks. The summer months bring heavy pedestrian use of the public right of way, so our litter control is very active, making sure we do not have overflowing trash cans. We work within a specific budget each year through consistent management of the services provided through contracted vendors. We can adjust schedules or add services where needed, and routinely inspect the work done by vendors throughout the district, and communicate with retailers to ensure a good working relationship between the MAD and retailers to ensure the MAD is helping their business succeed.
ToSD: Could you break down some of the tasks/functions that ELJ is responsible for?
ELJ: We operate our services within the PROW, with litter control being the most active seven days a week. Our landscape service is continuously maintaining quality control on the hanging baskets and now the large pots, as well as various independent locations where we have adopted the care of planters. They also perform leaf and palm frond clean-up in areas where needed. Graffiti abatement is also a seven-day-a-week service removing illegal signs, stickers, and posted notices on public property. Pressure washing is performed four days a week in both commercial sidewalks at night and mixed-use residential areas in the morning hours. The average effort cleans two city blocks of dirt, food, gum, and algae.
ToSD: Tell us about your work schedule for performing those tasks/duties. When are crews out in the district actually doing maintenance?
ELJ: Our crews start early in the morning; litter control and graffiti abatement are seven days a week, all year round. Landscape services are Monday through Friday, with pressure washing starting at 11 p.m. and going to the early morning hours in the commercial areas on Monday through Thursday schedule.
ToSD: Does the MAD have a priority list for the functions it performs? Could you tell us a little more about that?
ELJ: We address all service inquiries from building owners, tenants, and residents with prompt attention. Any situation that may obstruct or impede sidewalk accessibility receives immediate response. For instance, during the wind and rainstorm in late December, our team removed numerous fallen palm fronds from sidewalks, curbs, streets, and adjacent lawns to maintain clear and safe pedestrian pathways.
ToSD: Tell us about the benefits of the ELJ and the MAD and what that brings to the community in terms of public beautification and improvements.
ELJ: We aim for every visitor to La Jolla and resident to notice its distinct look and atmosphere. By showcasing our historic seaside village, we maintain a clean, welcoming space that encourages shopping and strolling. Our visible care reflects our commitment to an inviting community for all.
ToSD: Could you give us a little history of ELJ, when it started, and how it evolved?
ELJ: Enhance La Jolla manages the MAD, a legal mechanism by which property owners can vote to assess themselves to pay and receive services above-and-beyond what the city normally provides. Local governments establish MADs after a property owner petitions in a specific area. In La Jolla Village, increased public right-of-way services were needed due to its increasing popularity for residents and visitors.
The La Jolla Community Foundation created Enhance La Jolla to manage services funded by property owner fees that provide these special benefits. ELJ initiated these operations in 2019, overseeing four core services — landscaping, litter control, pressure washing, and graffiti abatement — by awarding contracts to vendors responsible for their execution. It is the third-largest MAD in the city of San Diego by budget and size. The organization also allows private fundraising for other projects outside of the MAD on city property.
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