In February, La Jolla Village Merchants Association unveiled new guidelines for associate membership in the group, and got an update on the new Cormorant boutique hotel.
At the end of the group’s monthly meeting, LJVMA executive director Jodi Rudick marked out several accomplishments already made on their strategic plan outlining year-long objectives to be achieved. 
LJVMA president Brett Murphy noted the group is “shifting to much more of an aggressive, offensive posture.” He characterized the group’s decision to create a fee-based associate membership as one example. “It is unfair for us to support those businesses not paying business-license taxes that are operating in the Village,” he said.
“Associate members will not be able to serve on our board of directors per our bylaws,” noted Rudick.
Associate membership annual fees will vary between $120 and $480 depending on the size of the business. Applications for associate membership will be available online.
Manoj Chawla and Tracy Ly of the new Cormorant boutique hotel under reconstruction presented on the old La Jolla Village Inn’s conversion into the Cormorant, a new boutique hotel with a coastal-chic design including a rooftop lounge. 
Norma Kay, who sells crocheted metal jewelry in La Valencia Hotel nearby, objected to the project at the meeting claiming neighboring businesses weren’t properly noticed about the time and duration of construction. “My business has been greatly impacted by it,” she said.
Rudick suggested Kay and hotel reps meet offline to discuss the situation. “We’d be happy to sit in on the meeting,” she added. In other action • “We’re moving forward as if the maintenance assessment district is not in place,” said Rudick about LJVMA’s plans to continue to maintain hanging baskets, landscaping, while implementation of the MAD continues to be tied up in court. Some landlords challenged the special district passed by La Jolla voters with a lawsuit alleging it constituted a second “tax” on public services the City already provides. LJVMA approved spending $3,700 for repair and equipment costs for the project. • Rudick said a banner program will be expanded from 100 to 150 banners around town to maximize revenue-generation from them. Details and graphics on banners will be presented at LJVMA’s March meeting.