Dear Residents of Laguna Beach,

As the newly formed Laguna Beach Stewardship and Visitor Impact Ad Hoc Committee, we are writing to introduce our purpose and invite your input and partnership in addressing the challenges and opportunities our community faces.

Introduction of the Committee

On August 13, 2024, the Laguna Beach City Council approved the formation of our committee. Our goal is to develop a Local Stewardship Action Plan that preserves and protects Laguna Beach’s unique environment, culture, and heritage.

While recent concerns from the community regarding the impact of visitors on our city, beaches, and environment are not the sole reason for this initiative, they have heightened the urgency for substantial and visible action—much of which is already underway, with more planned.

Our committee’s work focuses on three primary objectives:

• Environmental Preservation: Protecting Laguna Beach's natural environment to ensure that tourism doesn’t compromise our ecosystems.

• Cultural and Heritage Preservation: Safeguarding and enriching Laguna Beach's culture and heritage, including our artistic legacy, local events, and iconic sites.

• Visitor Impact Management: Managing the impact of visitors by addressing issues like overcrowding and promoting responsible tourism aligned with our community values.

Recognizing the Challenges

We recognize that tourism is vital to our local economy, but we also understand and deeply value the concerns many residents have expressed regarding its impact. The tension between promoting our city and preserving its character has led to calls for changes in how Laguna Beach is currently presented by Visit Laguna.

We view this as a pivotal opportunity to adopt a community-informed stewardship approach that prioritizes the needs of our residents first, with marketing aligned to support this vision. By working together, we can create a stewardship strategy that preserves what makes Laguna Beach special while ensuring that our marketing reflects these values.

Embracing a Community-Informed Strategy

Laguna Beach's environment, culture, and charm are at the heart of its appeal. Our Stewardship Program will be built around a community-informed strategy that protects these qualities while addressing the challenges of increased tourism.

To guide our efforts, we are forming an advisory panel of local leaders who deeply understand the importance of our environment, culture, and heritage. The input and feedback from this panel will be vital in shaping our approach, positioning, and strategy.

Moving Forward

The strategies we’re developing through the Laguna Beach Stewardship Program are designed to benefit everyone. By reinvesting in our environment, culture, and charm, we ensure that both residents and visitors can enjoy Laguna Beach for years to come.

We believe that by working together with a shared vision, we can effectively address resident concerns while ensuring that the visitor experience is more aligned with our community’s values. We look forward to your input and feedback as we work toward a balanced approach to tourism that benefits us all.

Thank you for your continued engagement with the Council. We look forward to working together to create a sustainable future for our community.

Sincerely,

 Mayor Sue Kempf and Councilmember Mark Orgill