A non-profit corporation, Encinitas 101 MainStreet’s mission is historic preservation and renewal of downtown Encinitas. It is part of a national association of MainStreet Cities.

MainStreet is a revitalization strategy used in over 1,200 cities and 40 states. Developed by the National Trust for Historic Preservation’s National MainStreet Center, the program encourages imaginative use of business and government resources to support local downtown and neighborhood commercial district revitalization efforts.

In 2013, Encinitas 101 MainStreet and its hundreds of current and past members celebrated its 25-year anniversary of revitalizing, restoring and promoting downtown Encinitas.

An executive director acts as primary spokesperson, liaison to the city, and, with the help of staff members:

  • manages the programs
  • coordinates volunteers
  • assist swith program implementation

Staff members, including the executive director, report to the Board of Directors.  The Board of Directors implements the programs to effect positive change in the coastal corridor of Encinitas.  The Board is primarily made up of business and property owners from the community and guides policy, funding, and planning for Encinitas 101’s activities.

Main Street revitalization efforts include:

  • business development
  • property development
  • coordination of promotional events
  • Development of promotional materials

The Board of Directors includes a variety of representatives from the community, primarily made up of business and property owners. The Board guides policy, funding, and planning for Encinitas 101’s activities.

What is Encinitas 101 Doing For You?

Improving Our Downtown

  • E101 facilitates facade grants to help fund facelifts to business storefronts as well as murals.  We continue to work towards the restoration of La Paloma Theatre.

  • E101 conducts Merchant Meetings to hear thoughts & concerns and to discuss solutions and offer education to assist business owners

  • Continue the Alley Activation Program – with lighting and landscaping throughout alley to encourage pedestrian walkability

We work with property owners, leasing agents, businesses, and the City of Encinitas to enhance the downtown pedestrian retail & make it easier to pen a business here.

  • Working to attract more desirable retail & optimize the retail mix
  • Implementing creative solutions like pop-up stores
  • Working with City of Encinitas to streamline permit processes
Promoting Downtown Encinitas as a place to shop, dine & play!

  • Weekly Newsletter sent out to 4000+ subscribers
  • Social Media posts daily
  • Timely Holiday promotions and merchant events
  • Print advertising for events and retail shopping

E101 brings more than 100,000 people into our downtown to shop & attend our event

  • Spring Street Fair
  • Encinitas Cruise Nights
  • Taste of Encinitas
  • Safe Trick or Treat
  • Holiday Street Fair
  • Shop Business Saturday

We welcome business owners and residents to join our organization, volunteer at our community-focused events or just enjoy everything that is one of the last old-style California beach towns.

Become a Member


Irene Pyun
Irene PyunExecutive Director
Originally from Los Angeles, Irene moved to La Jolla to attend UCSD where she graduated with a BA in Communications. She has since developed years of experience in Public Relations, Marketing, and Event Planning. Her work experience has always pertained to the non-profit sector, given her desire to focus on community enrichment.

When she’s not working, you can find her volunteering at events from Leucadia 101 or Cardiff 101. She is also the Membership Chair, Board Member and proud Rotarian of Encinitas “Animal House” Rotary Club.

Currently residing in Encinitas, you can usually find her in the water or downtown Encinitas on her beach cruiser. Her dream is to own her very own fishing boat one day and travel the world on it.

Mellanie Dean
Mellanie Dean Assistant Director
Mellanie comes to Encinitas 101 with 22 years of local residency in Encinitas and the even more years of professional experience. She has helped local many long standing businesses with growth and sustainability. Her strongest attribute is her compassion for humanity and her joy of making the right connections.

Mellanie has raised her 3 children all over the local Encinitas beaches, soccer fields, baseball fields and local businesses. She loves interacting with all of the community’s local families, businesses and people in general.

2019 Goals

La Paloma Theater

  • Written commitment on 3 or 4 projects-1 completed project

  • Fundraising agreements and an organizational structure

  • Regular meetings-bimonthly

Tenant Mix

  • Identify Ideal Mix for Downtown

  • Identify conditions to keep tenants

  • Identify elements to get people to come Downtown

Holiday Marketing & Lighting

  • Develop a plan to make Downtown a more festive place, including more lights

  • Design/Repurpose an event that identifies Downtown as a shopping area

Parking & Mobility

  • Identify what Encinitas 101 can have an impact on

  • Partner with the City and join committees

  • Agree on a set of recommendations to the City

  • Identify future trends

  • Research what other cities are doing


  • Collaboration with the city staff

  • Research what should be signed

  • Identify steps to get Wayfinding

  • Research different types and styles of signs

Community Outreach

  • Partner with CRC (Community Resource Center)

  • Research what can be done to support the “Will Not” segment of the homeless population

  • Partner with law enforcement

  • Training for merchants

  • Identify other Community Partnerships (Interfaith)

Infrastructure Maintenance

  • Host a “Walk-a-bout” Downtown-Photograph the areas of concern

  • Identify a list of repairs

  • Prepare a report for Council

  • Improve the sidewalks