Who We Are

The Leucadia 101 Main Street is a non-profit community-based organization that works in partnership with our neighborhood, business owners, property owners, the City of Encinitas and the County of San Diego to preserve and revitalize our N. Coast Hwy 101 Corridor. We offer diverse events each year that are aimed at creating a unique atmosphere for our residents to explore the community and stimulate our local economy. 

Our Mission

To support the Historic Leucadia North Coast Highway 101 Corridor by enhancing its economic and civic vitality, which includes promotion and marketing its vision, fostering partnerships, retail development and a ‘sense of place’ while acting as the lead advocate for its historic preservation and community cultivation through the engagement of all its citizens.

Our Vision

The Leucadia North Coast Highway 101 Corridor will be the lifeblood of a thriving and diverse community that lives its unique sense of history and artistry in the context of a visually appealing natural landscape, which showcases an easily accessible, safe, balanced mix of uses integrating residential, office, retail, entertainment, dining, and civic/cultural activities.

In 2012, Leucadia 101 Main Street became a Designated Certified California Main Street. What an accomplishment!

This prestigious classification was awarded by representatives of the California Main Street Alliance (CAMSA) on November 16 at Encinitas City Hall. Along with Leucadia 101’s Board of Directors and Encinitas city officials, Supervisor Pam Slater-Price was in attendance as well as representatives of DEMA’s and Cardiff 101’s Board members.

Obtaining this classification has been a long process for Leucadia 101, which was founded as a non-profit in October of 2003 based on the Main Street model and its “Four Point Approach™” to revitalize and preserve their downtowns and assist in the growth and vitality of aging business districts.

In addition, on November 9, the California State Historical Resources Commission presented a resolution to Leucadia 101 Main Street to recognize our achievement in becoming the most recent California Main Street Community. Leucadia 101 Board President William Morrison and Vice President Steve Shackelton were on hand to receive this award.

Our Accomplishments

Here are some of the top initiatives and events we have created over the past 10 years:

• Creating the Leucadia Entry sign
• Starting the Adopt a Plant Median project
• Founding the extremely popular Leucadia Farmers Market in 2005
• Aiding the Leucadia streetscape design process and facilitation
• Encouraging historic renovations and storefront improvements through our façade grant program
• Facilitating the installation of the temporary sidewalks and the design of the sidewalk stamp along N. Coast Hwy 101
• Reviving the LeucadiART Walk in 2004
• Starting Summer Fun on the 101, Leucadia’s Music Festival in 2010
• Reviving the Taste of Leucadia: Food for thought
• Creating and promoting special projects and events such as Light Up Leucadia, Howl-O-ween, and The Encinitas Joy Ride
• Coordinating the planting of 101 trees at La Costa Blvd and N. Coast Hwy 101
• Promoting our locally owned and operated business along N Coast Hwy 101 and Vulcan
• Becoming a Certified Main Street program in 2012
• Providing avenues for more public art in the community
• Creating a safe, family-friendly atmosphere where residents and visitors alike can use our downtown

Four Point Approach

The creation of The Leucadia 101 Main Street in 2003 marked the beginning of a Main Street revitalization effort for the North Coast Hwy 101 corridor from Encinitas Blvd to La Costa Blvd.  Following the example of the Downtown Encinitas Merchants Association (DEMA), Leucadia 101 plans to work in community partnership with the City of Encinitas, local government agencies, and stakeholders located in Leucadia to revitalize the historic North Hwy 101 corridor.

In addition to the Board of Directors, Leucadia 101 will have four working committees: Organization, Promotion, Design and Economic Development. The committees will follow the general structure of the National Main Street Four Point approach. The committees will develop specific work plans within the first year.


The organization committee promotes membership involvement and builds consensus and cooperation among the many groups and individuals who have a role in the revitalization process.


This committee will develop marketing approaches and special events to draw customers, local citizens, new businesses, and visitors to the commercial area. The committee will develop organizational identity through the use of retail branding and special events designed to increase foot traffic to the corridor.


The Design committee’s goal is to enhance the physical appearance of the North Coast 101 corridor. Objectives of the Design committee will include: Involvement in discussion to repair/correct drainage of water throughout corridor, improvement of parking and pedestrian access, implementation of the Facade Grant program to assist business and property owners with their improvements, and participation in downtown capital projects including the North 101 Corridor Specific Plan, N Coast Hwy 101 Streetscape and other private and/or public projects in the corridor.


This committee’s goal will be is to strengthen the district's economic base while finding ways to expand to meet new opportunities and challenges from outlying developments.