Check Out Coronado to Help Local Retail Stores with Holiday Shopping Initiative


Discover Coronado’s advisory board has approved a plan to help Coronado’s retail stores better compete these holidays with other San Diego shopping districts and online sellers such as Amazon. A collaboration between Discover Coronado, the City of Coronado, the Coronado Chamber of Commerce, and Coronado MainStreet has been established to make downtown and the city’s holiday tree more festive in December.

Rotary Park’s 100-foot-tall pine continues to outgrow its existing strand of Christmas lights. The result leaves large portions of the tree undecorated. Discover Coronado and the City of Coronado will share the cost of completely decorating the entire tree with a new lighting design, something that hasn’t been done in decades. The historic tree will be adorned throughout the holiday shopping season, beginning Friday, December 2n/aafter Coronado Holiday Parade.

The local organizations spearheading this project believe that tastefully improving the tree in Rotary Park during the season will boost the holiday spirit on Orange Avenue, where many local shops are located.

Coronado MainStreet will also contribute to the initiative by launching efforts that encourage a “Shop Local” mindset.

This latest initiative is a key part of Discover Coronado’s ongoing support of the Coronado community, including:

  • The annual wrapper of Coronado’s free summer shuttle service since its inception nine years ago. This year, Discover Coronado took on the cost of redesigning the exterior packaging to include an iconic mural that once adorned the Cora Mart building on Orange Avenue.
  • Extended funding for the dynamic artistic banners that line Orange Avenue. These banners add a splash of color throughout the year and shine a spotlight on Coronado’s nonprofit organizations.
  • Discover Coronado helps fund a variety of small projects on the island, including the Promenade Concert Series, the Student Jog-A-Thon that benefits Coronado PTO Elementary School, and a basketball event in September to benefit the Warrior Foundation, Freedom Station.
  • Community beautification is also essential to the mission of Discover Coronado – to benefit residents and visitors. The organization funded a study to spruce up Orange Avenue – the gateway to Coronado. Short-term improvements include unifying incompatible items like benches, bike racks, trash cans; and add additional lighting and planters.

About Discover Coronado

Founded in 2010, Discover Coronado is the official destination marketing organization of the City of Coronado, charged with enriching and improving Coronado as a destination to drive overnight guest spending. The nonprofit’s significant efforts generate the city’s Transient Occupancy Tax (TOT), which provides many key public benefits to Coronado residents, improving the quality of life in the area.


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