A proposal to establish a UC San Diego banner district, though pitched as a mutually beneficial project, was viewed by some La Jolla Shores Association board members last week as a one-sided and not-so-collaborative deal.

Erin Shepler, UCSD’s executive director of marketing, and Anu Delouri, senior director of local government and community relations, presented the proposal to the Shores Association on April 16.

Under the proposal, UCSD banners would be hung on light poles on streets near the university, including Genesee Avenue, Regents Road, La Jolla Village Drive, North Torrey Pines Road, La Jolla Shores Drive and Torrey Pines Scenic Drive.

The plan first went before the La Jolla Traffic & Transportation Board last month before it was redirected to the Shores Association.

Former LJSA president Janie Emerson said at the T&T meeting that the proposal would more appropriately fall under LJSA’s jurisdiction because “that’s the community it’s going to impact most.”

T&T Chairman Erik Gantzel agreed, saying “It doesn’t, in my mind, impact what we are here to do,” since it doesn’t involve road or parking changes.

The project, though developed “in close partnership with the city” of San Diego, would be paid for and maintained by the university, Shepler told LJSA, and the banners would be installed at “low-impact times” to avoid disrupting traffic.

There are a total of 175 poles within the loop, but Shepler said that doesn’t mean each one will be used. Several factors would be considered, she said, including what the budget allows and which poles are obstructed or contain safety signs.

Shepler said the project is not promotional, political or for profit but instead is about “showing value to the community,” boosting local pride, creating a more welcoming environment, “establishing a sense of place” for where the UCSD campus starts and ends and showcasing the school to people just outside of it.

Emerson disputed a claim by the presenters that the banner district would not overlap with La Jolla Shores’ banner district. The area in question is on La Jolla Shores Drive adjacent to UCSD’s Scripps Institution of Oceanography.

Delouri said the university does not believe there is overlap but that it would remove any parts of its banner district that indeed cross over.

Shepler agreed that “it’s not a problem at all. Based on our conversations with the city, we were told that this is not a conflict, but we are happy to resolve that” if there is one.

Delouri said that because the banner district is proposed on city streets, it will require City Council action but not local action.

But, she said, council President Joe LaCava, whose District 1 includes La Jolla, “was very particular that we do bring it to the community and share with you.”

That caused some board members and others attending the meeting to question the collaborative aspect of the proposal.

“That’s not community partnership,” board member Mike McCormack said. “It’s not that I don’t support banners on La Jolla Shores Drive and their use. I support us having control over it so the university comes to us and asks us to make use of our banners.”

Others characterized the proposal as one-sided.

Emerson called the project “counterproductive” and added that “it takes people from our community and onto the campus and not into our community and our businesses.”

Board member Kathleen Neil inquired about UCSD’s maintenance of nearby trees and the poles’ light bulbs.

“Anything you can offer back in return to us becomes an incentive for us to support your request,” Neil said. “Otherwise, it feels more like taking.”

Delouri said the university will do its best but cannot take maintenance into its own hands.

Board member Ross Rudolph requested a corrected map before the board votes on the project.

“We’re not trying to be obstructive,” Emerson said. “We’re just trying to keep our community the way it needs to be, and I know you all are trying to enhance your community. So we can work together.”

Delouri and Shepler said the next step for UCSD is reconnecting with the city and confirming that there is no district overlap before the project moves forward. They said they “are happy to come back” to the Shores Association to share any adjustments and additional details.

After the meeting, Delouri told the La Jolla Light that portions of the proposed district, specifically light poles along the west side of North Torrey Pines Road and the south side of La Jolla Village Drive between Torrey Pines Road and Gilman Drive, are being reassessed to determine whether any adjustments are needed.

Other LJSA news

Swearing-in: LaCava swore in five newly elected board members during the April 16 meeting — three of them in person and two attending online.

They are Alina Mullen, Tracey Andreae, Dede Donovan, Angie Preisendorfer and Sharon Luscomb. Members Rudolph and Andi Andreae were termed out and Cindy Goodman, Brian Earley and Claudia Baranowski did not seek reelection.

John Pierce will remain president, with Mary Coakley Munk as first vice president, Karen Marshall as second vice president, Preisendorfer as secretary and Terry Kraszewski as treasurer.

Event planning: The Shores Association plans an event titled “Tides of Creativity,” highlighting local artists and authors, from 8 a.m. to 4 p.m. Saturday, May 17.

LJSA received a $7,500 grant initiated by state Sen. Toni Atkins before she left office last fall and  administered by the city of San Diego in partnership with the area Business Improvement District Alliance.

Pierce said LJSA is working on permits with the city and that additional information will be available soon.

Next meeting: The La Jolla Shores Association next meets at 6 p.m. Wednesday, May 21, at the Martin Johnson House on the campus of the Scripps Institution of Oceanography, 8840 Biological Grade. Learn more at lajollashoresassociation.org. ♦

Originally Published: April 20, 2025 at 3:00 PM PDT