Like a coach who works with players individually to bring out their best talents rather than forcing them to fit into a prescribed system, the El Cajon Boulevard Business Improvement Association is collaborating with residents and businesses in San Diego’s most diverse neighborhoods to find innovative ways to resurrect El Cajon Boulevard.
The idea is to return “The Boulevard” to its past glory.
“Before the freeways were built, the only east-west thoroughfare was El Cajon Boulevard,” said Gary Weber, a former city planner who is now a land-use consultant for the association.
The objective is not to mimic what San Diego’s other Business Improvement Districts (BIDs) are doing, Weber said, but rather to “do our own thing because everyone is unique.”
“We’re a little different because we’re not a square neighborhood but a linear boulevard,” said John O’Connor, the association’s secretary.