About Us
Preserving La Jolla’s Coast for Today and Tomorrow
A Treasure Worth Keeping
For generations, La Jolla’s iconic shoreline—home to Scripps Park, Coast Walk Trail, Children’s Pool area, and Whale View Point—has drawn visitors from around the world. Known for its natural beauty, recreational opportunities, and cultural and historical significance, this stretch of coast is more than just a postcard—it’s a vital public asset.
But this beloved area is now at a turning point. Decades of deferred maintenance, a lack of centralized oversight, and deepening budget cuts from the City of San Diego have placed these parks at risk. Conservative estimates put the cost of annual upkeep at $500,000, with more than $30 million needed for capital projects over the next 10 years.
Our Mission
La Jolla Coastal Conservancy is dedicated to preserving and celebrating the area’s environmentally significant shoreline parks and green spaces for all to enjoy.
Our Vision
To create a thriving, sustainable La Jolla shoreline area, and for La Jolla Coastal Conservancy to be considered a beacon of environmental stewardship for the benefit of our community and the world.
Why Now?
Without action, we risk losing access to the very spaces that make La Jolla extraordinary. That’s why we’ve come together: to close the funding gap, lead transformative projects, and ensure these parks remain open, safe, and vibrant for future generations.
Through public-private partnerships, community collaboration, and generous donor support, the Conservancy offers a proven, effective model for securing the long-term health of the La Jolla shoreline.
La Jolla Coastal Conservancy is the nonprofit organization dedicated to this work, in partnership with the City of San Diego, partner organizations, and the residents and visitors of this region.
Experience La Jolla’s Coastal Legacy
La Jolla's Coastal Legacy: Nature, Culture & Conservation on Google Arts & Culture, a nonprofit initiative that brings museum collections to audiences everywhere. The exhibition from the La Jolla Historical Society explores how nature and human creativity have shaped La Jolla's remarkable coastline.
What We’re Working On
Our Guiding
All donations are tax-deductible as allowed by law.
Making tangible progress for local, regional, and global visitors will grow support and investment.
Improving the parks is a collaborative endeavor and a key to success.
The La Jolla shoreline parks are a critical resource for achieving the region’s social, economic, historical preservation, and environmental goals.
Public-private partnership with the City of San Diego allows the La Jolla Coastal Conservancy a transformative path for the La Jolla shoreline parks’ future.
The La Jolla shoreline parks are beloved. Building on the pride people have for the park and area reframes the parks’ future as one filled with opportunity.
Board of Directors
Brenda Fake
President
Since 2010, Brenda has served as Chair/Cofounder of Friends of Coast Walk Trail – earning awards and recognition from the San Diego Architectural Foundation, Save Our Heritage Organization, and the La Jolla Historical Society for maintaining and repairing the historic .6-mile trail along La Jolla’s coastline bluffs. Brenda also heads O2 Optimizing Organizations, a boutique management firm specializing in business transformation and change management.
Tom Rushfeldt
Treasurer
Tom is a retired finance professional and longtime La Jolla resident with a strong interest in preserving the area’s coastal parks and open spaces. He previously served as Treasurer of the San Diego Council of Ski Clubs, where he provided financial oversight and stewardship. Tom brings financial acumen and a thoughtful, preservation-focused perspective to the La Jolla Coastal Conservancy, grounded in a deep appreciation for the community’s natural assets.
Max Lawrence
Director
Max Lawrence is a La Jolla business owner and community advocate passionate about civic engagement and local stewardship. As founder of Provisions Media and an active participant in The Association for the City of La Jolla, Max brings experience in communications, marketing, fundraising, public policy, and community advocacy. He offers strategic insight into messaging and outreach, helping organizations effectively engage residents and stakeholders. Max is committed to strengthening La Jolla’s civic identity and supporting initiatives that preserve and enhance its coastal character.
Kaiya Duerig
Secretary
Kaiya Duerig is an attorney and lifelong Californian, born and raised in San Diego with deep ties to the city’s coastline. Her early work in trail maintenance and habitat restoration at Cabrillo National Monument shaped her academic focus in Politics and Environmental Studies before she earned her law degree. Kaiya brings legal expertise, prior nonprofit Board experience, and a longstanding commitment to protecting La Jolla’s coastal resources.
Advisory Council
Larry Asakawa
Independent Documentary Films, Former: Scripps Institution of Oceanography
Johnny Bear Contreras
San Pasqual Band of Indians
Andy Field
City of San Diego Parks & Recreation
Rick Gulley
San Diego Parks and Recreation, National Marine Mammal Foundation, Torrey Pines Conservancy
Kilma Lattin
Our Worlds
Gene Matter
Former City of San Diego Transportation
Erin McConkey
Friends of Coast Walk Trail
Kris McFadden
City of San Diego
Dr. Stan Rodriquez
Kumeyaay Nation
Casey Smith
City of San Diego
Ben Stone
SoCal Technical Solutions
Dr. Paul Teirstein
UCSD Hospital, Friends of Coast Walk Trail
Projects & Stewardship
Ben Stone
Technical Consulting
Chas. Dye
Historian, La Jolla Coastal Trail Project
Susie Murphy
Government Relations & Development
Solange Jacobs
Marketing & Development
Janette Williams
Community Engagement
Join Us
We’re building more than trails and overlooks—we’re building a healthier, stronger community through shared investment in the land we all love.
Your support matters. Help us preserve the La Jolla shoreline—because the future of our parks begins with the actions we take today.
