HISTORY

It all began in 1961, when a small group of residents met to discuss ways to improve Point Loma Village. Their very first project was purchasing containers for bottlebrush trees donated by the City of San Diego. The group gained official status in 1964 when it formed Point Loma Village Beautiful. 200 founding members met at the San Diego Yacht Club on September 29, 1964 for the first fundraising dinner. With the proceeds from the $25/couple event, the founders planted 65 iconic jacaranda trees along Rosecrans at a cost of $1,900.

In the early days, the organization’s main concerns were planting trees and advocating for the removal of billboards, power lines – and massage parlors. In the seventies, PLVB continued planting trees and fighting for the removal of utility poles, and began replacing advertising benches with wrought iron ones. During the eighties, a huge membership drive increased membership to 1,350. The organization changed its name to Point Loma Village Association and turned its attention to saving Dana Middle School and fighting parking problems on Rosecrans. The nineties saw the addition of new street signs, more tree plantings, and a $6,000 donation towards 30 palm trees at Median 4 on Nimitz Blvd near Interstate 8 and Sunset Cliff Blvd (known as Ed’s Triangle).

The Point Loma Association marked the 21st century by becoming a major sponsor for the Point Loma Summer Concerts, and with new bus benches, the Soto Street shed, the Utility Box Art Project, the Hugh Story Memorial, Celestial Gardens, Graffiti Busters, and the continuation of the Mean Green Team. We have planted more than 800 trees in Point Loma, including more jacarandas along Rosecrans and adjacent streets, and gold medallions, sycamore and pepper trees along Cañon Street. We have added landscaping in front of Dewey Elementary and Dana Middle schools, and replaced asphalt along Nimitz Blvd with beautiful landscaped medians and parkways. Since 2011, the PLA has undertaken four major median beautification projects at a cost of nearly $207,000.

There is still much to more to do, but with patience, perseverance and your support, we’ll succeed in taking care of our beautiful outlook!

1961

First meeting of a small group in the back room of “The Quarter Deck.”

9/29/64

First Annual Dinner raises $1900 for 64 jacarandas and a periodic newsletter and brochure. Charged $25/couple for gourmet steak dinner and charter membership in Point Loma Village Beautiful. Had guest speaker Victor Pinckney of Pasadena Beautiful Foundation and Los Angeles Beautiful. 200 Charter Members attended.

10/1964

San Diego Magazine publishes “Which will it be, Point Loma, Beauty or a Billboard Beast?” That’s where charter member Celeste Trepte says: “Now we have found that it is possible to plant trees in the ground, instead of putting them in pots as the City first required us to do. Supposedly there were many Navy lines underground that would interfere with any planting. Now we have the go-ahead and all we have to do is figure out how to pay for more trees. So far we have 67 trees that were the last of a City planting program. They will go between Cañon and Lowell on Rosecrans. But we find we can’t plant in the center strip on Rosecrans: it isn’t wide enough. We have made up our minds that to make Point Loma beautiful will be just a long, slow time-consuming thing.”

9/28/1965

Mrs. Valley Knudsen, founder and Chair of Los Angeles Beautiful, was planned to speak at the Annual Dinner, but was ill. She was replaced by Frederic Chase, E.D. of Los Angeles Beautiful. He suggests an awards program among other things and urges PLVB to go after power lines, signage, parking, trees. Speakers bureau begun. Dinner: $4.75/person. Memberships set to $5/individual; $10/family. Dinner was at the San Diego Yacht Club.

11/1965

First sign comes down at 1000 block of Rosecrans; PLVB has 400 members; another one down by January 1966.

3/27/1966

Evening Tribune reports that Mobile Oil surrenders lease on billboard.

4/19/1966

PLVB receives incorporation papers.

9/1966

PLVB starts to take on undergrounding of power lines; SDG&E official speaks at annual dinner and discusses options.

11/28/1966

Peninsulans Inc. holds open meeting to discuss goals of preserving Peninsula views, sign control, building bulk control, architectural style, proper use of vegetation and landscaping; Commercial development; high rise locations.

10/3/1967

First Community awards presented at Annual Dinner; price goes up to $4.60.2/1968First lines are laid for undergrounding utilities on Shelter Island Drive.

2/11/1969

Undergrounding begins on Shelter Island Drive.

5/1969

PLVB seeks sign control legislation; asks for zone change, which would eliminate or reduce the size and character of many of the existing signs.

 2/1970

Two more billboards removed.5/25/1970Annual Dinner is $4.25.

5/27/1971

Annual Dinner is $4.80; Dick Lareau presents findings of the Point Loma Implementation Committee.

1972

Reached planting of 100 trees in the Village!

10/1973

First segment of Rosecrans undergrounding complete; removed 46 utility poles and 9025 linear feet of overhead lines.

1973

Four massage parlors removed.

1/1974

First PLVB bulletin with pictures!

4/1974

PLVB installs five wrought iron benches to replace advertising benches.

7/2/1974

57 more utility poles removed; “Last Pole” ceremony held – total poles down is 103.

5/21/1974

Annual Dinner is $5.50/person; first slide show for awards.

1/1975

11 more benches installed; unfortunately, many are damaged by autos and vandals.

1/1975

PLVB turns its attention to removing newsracks.

5/1975

Annual Dinner is $7.50.

10/1975

Quote from Newsletter: “We have been told that billboard and sign control will not be accomplished overnight (we have been working for 10 years!): certainly not without opposition (how true!).

10/29/1975

Former Mayor Roger Hedgecock speaks at an open meeting about billboard and sign control.

2/1976

Another billboard down!

3/1976

Point Loma Park completed.

11/1976

Bulletin reports that THREE massage parlors close: The Little Admiral, Rosecrans Massage, and Loma Massage.

5/26/1977

Malin Burnham speaks at Annual Dinner; $8.00/person.

6/1/1978

San Diego Evening Tribune columnist Neil Morgan speaks at dinner. Price: $8.50.

5/30/1979

Annual Dinner $10 – at Kona Kai.

 5/28/1980

Congressman Bob Wilson speaks at Annual Dinner. $11/person; membership is at 700.

10/1980

Sewage treatment issue arises. PLVB supports the City’s application to continue only primary treatment of sewage, provided that the City acquires or sets aside an adequate site for a future secondary treatment and water reclamation plant.

5/22/1981

Memberships exceed 900; Chief of Police William Kolender speaks at Annual Dinner. $12/person.

10/13/1981

SDG&E begins work on undergrounding on Talbot.

5/1981

From King Boyd’s timeline for the 25-year celebration: “The Local Coastal Program reared its ugly head and the Association immediately marshaled its forces to get changes made. Kirk Butler particularly objected to the suggestion that Rosecrans be widened to four lanes as one would go through her living room.”

2/1982

PLVB steps into debate on allowing fishing on Kellogg Beach; lack of public restrooms, litter, and crowding at issue.

3/1982

Port halts fishing on Kellogg Beach.

5/26/1982

Annual Dinner - $12.50; membership reaches 1000+.

6/30/1982

Ceremony marks completion of undergrounding project on Talbot.

1982

PLVB weighs in on opposing the Bay Club Hotel Marina because of the 30-foot height limitation and objection to over-building. The hotel is eventually built to be two stories.

5/26/1983

PLVB weighs in on opposing the Bay Club Hotel Marina because of the 30-foot height limitation and objection to over-building. The hotel is eventually built to be two stories.

5/26/1983

Neil Morgan returns to Annual Dinner; dues still $5 individual; $10/family.

1983

Ann Jackson, with PLVB, writes letter to School Board regarding the newly vacant Dana Junior High School. PLVA Concerned of vandals and neglect. School Board Assures PLVA there will be security at location.

2/1984

PLVB enters debate on people living in cars parked on city streets; City Council votes to ban the use of vehicles for temporary or permanent living quarters.

2/1984

PLVB becomes Point Loma Village Association. The newsletter states, “During the past few years the Association has become increasingly involved in working with various agencies of federal, state and local governments, the Port District and other who directly affect the entire Point Loma area. The Association now acts as a service group, the voice of the community.”

5/31 1984

PLVA celebrates its 20th anniversary; dinner still $12.50; membership drive increases membership to 1,350.

8/21/1984

Newsrack enforcement is in the news. In the November newsletter: “We are meeting almost weekly with the City to try and resolve the problem of newsrack proliferation and have support of Councilman Gloria McCall in her effort to “screen” the obscene publications with opaque glass.”

11/1984

Another billboard down – three to go.

11/1984

Dorothea Laub and son Richard survey business owners in the Village and determine that parking is the #1 problem!

1/1985

PLVA weighs in on advertising balloons.

2/1985

Another billboard down! Two to go! PLVA weighs in on satellite dishes.

3/1985

PLVA gets involved in updating the Peninsula Land Use Plan.

5/1985

PLVA turns its attention to the Dana Jr. High site after vandals attack. The school was closed in the summer of 1983 due to lack of attendance. The PLA tries to slow down the school board’s bid process and is horrified to find that the school district is considering rezoning the property to allow for multi-family development; it’s later found that the school district allowed the SWAT team to use the school for exercises! Thus the bullet holes in the walls. Residents seek a court order to stop the demolition of Dana.

5/30/1985

Ernie Hahn speaks at the Annual Dinner on “San Diego – Rebirth of Downtown.”

9/23/1985

Point Loma Sign installed on Harbor Drive – Dorothea Laub toiled on the project and argued with the City for over a year; the cost: $5,000. Dorothea said that the sign “gives Point Loma a real sense of community.” New logo based on the sign unveiled in 2/1986.

1986

PLVA Chairwoman, Ann Jackson, joins forces with the Dana Coalition and PLVA membership. Dana in shambles and homeless living in school. Hot water was never turned off. PLVA sends team out to clean up the grounds and baseball field. Hang banner: "If the School District won't take care of their school, PLVA and the Community will have to." School Board announced selling Dana off to private development.

5/1986

PLVA is happy to report that the lease for the Booby Trap has not been renewed. La Scala moves in and takes over lease.

5/29/1986

Annual Dinner: $15/person.

6/1986

PLVA lobbies to save five piers in the Shelter Island Yacht Basin.

7/1986

PLVA enters flap over Navy personnel parking on Rosecrans. Problem: Navy won’t allow sailors to park unregistered or uninsured cars on base.

12/1986

Dana School closure investigated by the San Diego County Grand Jury.

1987

Dorothea Laub nominates Ann Jackson to Chair the Peninsula Community Planning Board. Makes recommendation to Mayor Maureen O'Connor and City Counsel to change the zoning of Dana Junior High School. Proposal was to zone it under the Institutional Overlay Zone ( I-Zone). This would protect the property against private ownership, and had to remain a Public use. PLVA backs it up. Hundreds of people at City Hall. City Counsel approves.

5/28/1987

PLVA celebrates its 25th year; Malin Burnham speaks about “The America’s Cup – What it Means to Pt. Loma and San Diego.” Record set for largest dinner turnout – 435.

11/1987

City purchases the lot on the corner of Poinsettia and Voltaire to accommodate a new Point Loma Library.

1/1988

City approves a new Peninsula Community Plan. Features: A substantial amount of property rezoned to commercial; an ordinance with the intent to develop a general nautical or related historical design theme; pedestrian orientation; better signs and landscaping. PLVA members Dick Lareau, Norm Magneson were major contributors to the plan.

1/1988

PLVA sends a questionnaire to its members asking about changing the name to Point Loma Association (to eliminate misconception that PLVA directs its energies only toward Village area), increasing dues and creating additional membership levels, installing parking meters, extending the trolley line to Point Loma, and other issues.

5/19/1988

Councilman Ron Roberts is the speaker for the Annual Dinner; PLVA has 1700 members.

6/1988

Dues increase to $10/member.

3/1989

Dana school site rejected for swap with the Midway Adult Center. Proposed uses: library, auditorium, fields (would sell old library land).

4/1989

PLA newsletter is four pages!

5/10/1989

PLVA changes its name to Point Loma Association; membership reaches all-time high of 1,900 members.

5/18/1989

Steve Kelley, Editorial Cartoonist for the San Diego Union, is the speaker at the 27th Annual Dinner meeting at the Kona Kai. $17.50/person.

6/1989

PLA purchases two street signs at Shafter/Scott at Shelter Island Drive; local banks pitch in to purchase four more.

11/1989

PLA weighs in on sewage treatment facility and supports water reclamation.

DEVELOPING A DESTINATION

To highlight The Village area as the walkable, family-friendly heart of the Point Loma Peninsula, our Village Lights project will install a canopy of lights across two blocks of Rosecrans between Talbot and Cañon in Roseville.

The concept and nautical name of the project pay tribute to Point Loma’s fishing and sailing heritage. An anchor light is a 32-point light, visible from at least two miles away, shown at night near the bow and not more than 20 feet above the deck of a vessel lying at anchor.

A special thank you to BWE, Inc., ELEN Consulting, Rick Engineering and Schmidt Design Group who are participating at a reduced rate or pure pro bono to make Village Lights a reality. Please help us in thanking them.

Village Lights will create a beacon of light signifying the presence and importance of Point Loma Village. This project represents the next step in the enhancement of historic Point Loma Village — a place where commerce occurs, community is build and memories are made.

Village Lights is off to a great start, receiving endorsements from Mayor Kevin Faulconer, former City Councilmember Lori Zapf and current City Councilmember Jennifer Campbell. The next milestone is to raise $20,000 to get the project through the permitting process and to obtain a construction permit from the City of San Diego. Sponsorships and donations will be used specifically for the Village Lights project. Consult your tax advisor regarding qualification for a tax deduction.

 5/18/1990

Annual Dinner at San Diego Convention Center; $24/person. Dinner in dedication of Ann Jackson, that passed away at age 45, from cancer. Capt. Norm Magneson presenting.

11/1990

The PLA newsletter reports that the Dana site will be open to the community for the auditorium, meeting rooms, and athletic facilities. The remainder will be used for administrative purposes.

1/16/1992

PLA donates $2,000 to OB/PL Entryway Task Force to purchase trees.

3/14/1992

38 9-foot palms planted by Robb Field – Phase I of the OB/Point Loma Entryway Tree Planting Project.

9/12/1992

OB/PL Entryway Task Force plants 16 coastal oak trees and 33 palms – Phase II complete.

1/1993

Addison Street renamed to Avenida de Portugal.

2/1993

After sitting in Hugh Story’s yard for more than a year, six new street signs are installed. “To give you an idea of how complicated this is, CalTrans has to dig the holes, we (PLA members) and the city people have to drop the sign poles in them, we have to screw on the crossbars, and then the city people have to attach the blades,” said Dick Lareau. “Getting all of that coordinated to happen at approximately the same time is a real headache, I can tell you. The state even gave us the bolts to screw on the crossbars, but they were too long.”

2/10/1993

PLA votes to donate $6,000 to the OB Entryway Task Force for use at the triangle at Nimitz/West Point Loma (Ed’s Triangle); City to provide irrigation.

3/27/1993

PLA leads cleanup of triangle.

5/1/1993

30 palm trees are planted at the perimeter of the triangle (Phase III).

1993

PLA opposes trucking of chlorine to the Waste Treatment Plant and the construction of sludge treatment facility by Cabrillo National Monument.

3/1994

PLA plants 30 more jacarandas on Rosecrans between Talbot and Nimitz.

5/19/1994

PLA holds the Annual Dinner at the new chapel at NTC; dinner price is still $22.50.

1994

PLA begins to weigh in on the NTC reuse plan.

5/1994

PLA installs a new PLA sign on Nimitz.

9/1994

PLA supports intersection improvements at Shelter Island Drive and Scott Street. Our own Dick Lareau is the project lead.

10/8/1994

PLA plants another 39 jacarandas along Nimitz.

1/1995

PLA plants palm trees along Barnes Tennis Center.

1/21/1995

PLA plants 200 8-foot sycamore trees on both sides of Cañon Street.

5/25/1995

PLA Annual Dinner returns to NTC Chapel – tickets $25/person.

6/1995

Dues go up to $15/year.

6/1995

PLA enters debate on housing the homeless at NTC.

9/1995

Membership reaches 3,000.

11/15/1995

The Auditorium, at Dana Middle School, renamed the Ann Tripp Jackson Auditorium.

3/19/1996

KNSD Anchor Marty Levine moderates the second Town Hall meeting within two months. Topics include traffic, NTC plans, airport expansion, and the Village business climate.

4/1996

PLA spearheads beautification at Dewey Elementary School.

5/16/1996

Padres owners John Moores and Larry Lucchino speak at the Annual Dinner at the newly refurbished Kona Kai.

9/1996

PLA begins the Banner program in the Village. The first banners promote San Diego Zoo.

10/1996

PLA helps install a mural on the east side of Nimitz Blvd. south of Voltaire; not everyone is happy with the outcome.

10/30/1996

Police Chief Jerry Sanders speaks at the Town Hall meeting.

2/26/1997

Two huge ficus trees planted at both sides of Nimitz and W. Point Loma. Hugh Story received the trees from the Port of San Diego.

6/21/1997

Inaugural PLA Golf Tournament at Sail Ho.

8/1997

Gold medallions trees planted on Cañon between Rosecrans and Evergreen.

3/1998

Our own Karen Davis is honored as 1998’s Woman of the Year in California’s 78th Assembly District.

5/1998

Alan Bersin, newly-appointed SD Schools Superintendent, speaks at the Annual Dinner. $35/person.

6/1998

15 California fan palms planted by Dusty Rhodes Park.

8/1998

Pork chops at Nimitz/West Point Loma 95% complete; Karen Davis cited for her good work.

5/20/1999

Roger Hedgecock speaks at PLA Annual Dinner.

9/1999

The Banner District is Official! Maureen Summers, who led the project, credits Supervisor Greg Cox for providing $11,800 to make it possible.

11/10/1999

PLA wins Orchid Award for the Pork Chops; Hugh Story accepts the award (before irrigation was installed, the Ebers St. Fire Station watered them).

 5/24/2000

Annual Dinner topic is NTC. Corky McMillin and Marc Kasky speak about the development. Dinner prices is $38; PLA institutes higher levels of membership (Platinum, Gold, Silver, Bronze).

8/27/2000

Point Loma Artists’ inaugural “Art in the Park” gives 50% of proceeds to PLA.

2/27/2001

Groundbreaking at NTC.

5/23/2001

Mayor Dick Murphy and Navy Major Rear Admiral Rick Ruehe speak at PLA dinner.

6/29/2001

First ever Point Loma Summer Concert is Westwind Brass & Friends.

10/2001

PLA weighs in on America’s Cup Harbor Plan.

2/9/2002

Groundbreaking at new Hervey Library.

2/2002

PLA sponsors the Point Loma Summer Concerts.

5/28/2002

Annual Dinner – Steve Kelley, guest speaker; $50/person; Shelter Pointe Hotel.

1/2003

PLA installs four new bus benches and two new trash cans – thanks to a $6,000 grant from the County of San Diego. Goal is replace all 26.

5/8/2003

Led by Bob Sherman, PLA begins planting around the Point Loma sign on Nimitz.

9/2003

PLA launches website.

5/25/2004

PLA Annual Dinner features Mayor Dick Murphy and Michael Zucchet.

8/2004

PLA and PLNU team up to clean up and mulch the Nimitz Triangle.

9/2004

PLA plants flowers in tree basins along Rosecrans.

5/05/2005

First utility boxes painted.

5/24/2005

Annual Dinner cost: $60/person.

Summer 2005

PLA joins Newsrack Ordinance Task Force.

Fall 2005

PLA funds and supports slope planting at Silvergate Elementary; 10 new bus benches installed.

Spring 2006

Original 10-year-old street signs replaced.

5/23/2006

Dick Lareau’s slide show is no more! It’s a video! Councilman Kevin Faulconer, District Attorney Michael Aguirre, Supervisor Greg Cox and Mayor Jerry Sanders weigh in on the change. Dwight Harrington, producer. Dinner is at a new venue – McMillin Event Center. Supervisor Greg Cox receives the Lighthouse Award; Ed Streicher receives the Grand Beautification Award.

8/23/2006

La Playa Trail marker unveiled at Rosecrans and Midway.

8/17/2006

Hugh Story, Point Loma’s Johnny Appleseed, dies. The Hugh Story Memorial Committee begins its long search for a suitable memorial and site.

5/22/2007

The PLA Annual Dinner goes aboard the Hornblower Inspiration.

1/30/2007

The newsrack ordinance passes!

3/2007

People for Trees gives the Soto Street tool shed and tools to PLA.

6/2007

First full-color newsletter!

Fall 2007

The Hugh Story Memorial finds a home at the WWII Submarine Memorial.

Fall 2007

“Graffiti Gang” formed.

11/16/2007

Councilman Kevin Faulconer takes a crowbar to the first noncompliant newsrack in front of the Post Office.

2/26/2008

After Celeste Trepte persists for months and finds a water source, 11 Canary Island pines and five jacarandas are planted at the Nimitz on ramp to Famosa Blvd. Later, a drought tolerant garden is planted, and is aptly named “Celestial Gardens."

5/20/2008

Charter member Celeste Trepte receives the Grand Beautification Award at the Annual Dinner.

Spring 2009

Groundbreaking at the Hugh Story Memorial; Mean Greeners gather at the new newsrack corral in front of the Post Office.

5/18/2009

Dorothea Laub receives the Lighthouse Award at the Annual Dinner; Noah Tafolla of Wonderland on KPBS shows a video about Point Loma.

6/4/2009

PLA partners with the San Diego County Fair banner program. First theme: local musicians.

9/2009

PLA starts e-blasting.

9/9/2009

PLA weighs in on trucking methane through Point Loma; the ultimate solution is to use SDG&E’s existing fuel lines to transfer the gas.

 3/19/2010

Hugh Story Memorial unveiled.

4/29/2010

New La Playa Trail monument is dedicated at Rosecrans/Avenida de Portugal intersection. A time capsule containing the Spring PLA newsletter is placed into the monument.

5/27/2010

Annual Dinner tickets - $75.

5/23/2010

PLA Mean Green Team and Summer Concerts committee march in the 100th Anniversary Festa Parade.

Fall 2010

Tree plaque project begins.

1/21/2011

Groundbreaking at Median 4. 99 tequila agave plants and nine Torrey pine trees are planted.

2/1/2011

Supervisor Greg Cox declares February 1, 2011 PLA Day to celebrate our efforts in graffiti abatement.

5/12/2011

Supervisor Greg Cox declares May 12, 2011 PLA Day to celebrate PLA’s 50 years.

September 2011

The PLA publishes its first calendar.

Fall 2011

The PLA participates in I Love a Clean San Diego’s cigarette receptacle program, “No Butts.” Six receptacles are ultimately installed in the Village area.

9/15/2011

Charter Member Celeste Trepte receives the Lighthouse Award; Councilman Kevin Faulconer presents a “check” for 150,000 to represent volunteer hours performed by the PLA over the past 50 years.

Beyond the 50-year mark:

Fall 2011

Murals created by Point Loma High School students depicting Point Loma history are placed at Union Bank.

Winter 2012

PLA beautifies the medians at Cañon and Catalina.

Spring 2012

Landscaping at Median 4 complete.

October 3, 2013

Ed Streicher receives the Lighthouse Award.

Spring 2014

The Nimitz Grand Entryway median is complete. We say farewell to Charter Member Celeste Trepte.

Fall 2014

PLA joins the ranks of Facebook and Instagram. Cecilia Carrick receives the Lighthouse Award. Sweetaly Bakery & Bistro, DeAnn Reynolds & Jerelyn Biehl (Elegant Truffle, Pummaro), Point Loma High School, Silver Gate Yacht Club, and Driscoll, Inc. receive Beautification Awards.

Winter 2015

PLA completes another median improvement project at Centraloma/Nimitz.

Fall 2015

Ron Brooks receives the Lighthouse Award. Coasterra Restaurant & Events Center, San Diego County Waterfront Park, Culture Brewing Company OB, San Salvador, PLNU Science Complex, and VEER Project receive Beautification Awards.

Fall 2016

Corky McMillin Companies receives the Lighthouse Award.

Fall 2017

Nancy Peckham and the Hervey family receive the Lighthouse Award.

July 2018

Sculpture Taiji installed at Nimitz and West Point Loma Blvd

August 2018

Billboard removed along Rosecrans at Garrison

Fall 2018

Point Loma Optimist Club receives the Lighthouse Award. County Supervisor Ron Roberts receives PLA Community Champion Award.

FALL 2019

Mothers and Daughters Club Assisting Philanthropies (MADCAPS) receives the Lighthouse Award. County Supervisor Greg Cox receives PLA Community Champion Award.

Point Loma Association: A 50-Year History 1961-2011

By: Kerri De Rosier

This history was extracted by pouring over scrapbooks lovingly maintained by PLA Historian Klonie Kunzel, and from interviews with some of the people who have dedicated their lives to our community. In both, I found optimism, heroism, doggedness, activism, and love for our beautiful community. Like Klonie said, why there aren’t 10,000 PLA members is beyond me.

It’s hard to piece together PLA’s history without delving into other community issues that PLA didn’t necessarily lead – but certainly weighed in on. Issues such as the airport, NTC re-use, America’s Cup Harbor, re-opening Dana Middle School, and sewage treatment, of all things. And PLA has persevered – and experienced déjà vu. While reviewing the scrapbooks, I found myself shaking my head – we’ve been working on some of the same issues for years: homelessness, traffic, newsracks, girlie joints, billboards, graffiti, and undergrounding utility lines. Like Dick Lareau said many times during our interview, “It makes you want to cry.” But you can also get teary just thinking about what our community would look like if the PLA didn’t exist.

A shorter version of this timeline was published in the Summer 2011 PLA newsletter. With the timeline are interviews with notable members. I had expected to hear a lot about how the PLA has changed over the years. It really hasn’t. The PLA has remained true to its original mission – beautification and improving our quality of life. Sure, the PLA changed its name from Point Loma Village Beautiful to reflect that we were moving beyond the Village. Like Dick Lareau said, we went from a group of “do gooders without a plan” to one with plans and credibility. We have learned to invite everyone to the table.

At the end of our interview, Dick Lareau leaned across the table and said, “All it takes is YOU and ME.”

Founding Members

Betty Bowman

Mrs. Brasier Burnham 
Larry Duff

Helen James Fane

Louise Flentye

John Gilchrist

Barbara Hallen

Don Hartley