Laguna Beach City Council and Visit Laguna Beach Join Forces in Ten-Year, $5.5 Million Downtown Revitalization Effort
Laguna Beach, CA — On Tuesday, November 12, the Laguna Beach City Council approved a landmark agreement with Visit Laguna Beach to launch a dedicated Downtown Improvement Fund.
This agreement, crafted and negotiated in large part through the efforts of Laguna Beach Council Member Mark Orgill, secures significant annual contributions from Visit Laguna Beach, which are funded through assessments collected by the Laguna Beach Tourism Marketing District (LBTMD), to support enhancements throughout Laguna Beach’s Downtown area. This partnership marks the beginning of a transformative effort aimed at revitalizing the heart of the city for residents and visitors alike.
The agreement emphasizes the commitment from Visit Laguna Beach to improve Laguna Beach's Downtown and contribute to artist workspace and living space. Under the terms, Visit Laguna Beach will make a one-time contribution of $500,000 in fiscal year 2024-25, with $200,000 of that amount towards artist workspace and living space, followed by annual contributions of $500,000 over the next ten years, beginning in fiscal year 2025-26. These funds will be directed toward enhancing Downtown infrastructure, elevating visitor amenities, beautifying public spaces, artist workspace and living space and supporting services that enrich the community experience for both residents and visitors.
“This collaboration is a tremendous step forward for the City of Laguna Beach, enabling long-term enhancements to the heart of our community,” said Laguna Beach Mayor Sue Kempf. “These contributions from Visit Laguna Beach will help us create a more welcoming, enjoyable, and accessible town for everyone who lives in and visits Laguna Beach.”
Key Details of the Agreement:
· One-Time Contribution: Visit Laguna Beach will make an initial $500,000 payment in fiscal year 2024-25. This will be disbursed in two parts: $200,000 for artist workspace and living space upon signing and $300,000 in March 2025.
· Annual Contributions: From fiscal year 2025-26 through 2034-35, Visit Laguna Beach will contribute $500,000 annually to the Downtown Improvement Fund.
· Adjustment Mechanism: Annual contributions will be adjusted based on changes in the revenue collected by the Laguna Beach Tourism Marketing District (LBTMD). This mechanism ensures that funding keeps pace with the City’s tourism activity, accommodating fluctuations in local economic conditions.
· Fund Utilization: The Downtown Improvement Fund will finance infrastructure enhancements, beautification projects, community events, artist workspace and living space and additional public safety services within the Downtown area. Planned improvements could include upgrades to the Promenade, new public seating and amenities, expanded pedestrian areas, and revitalized signage and parking facilities.
“By committing to these enhancements, we’re fostering an environment that supports both our local businesses and the well-being of our residents,” said Council Member Orgill. “Visit Laguna Beach’s involvement in this effort highlights the strong collaboration we share and sets the stage for sustained improvements that will serve the community for years to come. I am proud to bring this forward for the long-term sustainability of the Downtown and of our community’s cultural heritage.”
Joanna Bear, Chair of the Visit Laguna Beach Board of Directors, expressed her support for the initiative, stating, “Our commitment to this fund underscores our dedication to a vibrant, sustainable, and attractive Downtown. We are excited to partner with the City of Laguna Beach to help shape the future of our Downtown and make it a place that residents are proud of and that visitors want to return to.”
This long-term investment in Laguna Beach’s Downtown area is expected to bring widespread benefits for the community, enhancing local commerce and boosting the visitor experience in ways that align with the City’s strategic vision and stewardship initiatives.
The first steps of the initiative are expected to start in early 2025, with detailed reports on fund expenditures provided annually. These reports will help maintain transparency and allow stakeholders to track the tangible benefits brought about by this partnership.
For further information on the Downtown Improvement Fund or to follow upcoming project developments, please contact Laguna Beach Assistant City Manager Gavin Curran at gcurran@lagunabeachcity.net.
