Looking For End of Summer Fun? Try Our Find It La Jolla App!

screen696x696San Diegan’s are always on the go. There is so much to see and do in the greater San Diego area that one cannot possibly know all of the delightful places to eat, party or enjoy an adventure of a lifetime in La Jolla. We solved that for you with the “Find It La Jolla” app.

Have you downloaded and tried it yet? If not, you need to! The La Jolla iPhone and iPad app makes it a stress-free experience for visitors to get around this ever popular scenic part of San Diego. The free app provides instant access to information about local beaches, attractions, places to grab a bite to eat, art galleries, boutiques, hotels, events and considerably more.

Apple users will find they can locate the address, directions, phone number and website of any business listed in the print version of the La Jolla Blue Book, a directory just for the La Jolla community of greater San Diego. The delightful app also offers a user with various options such as sorting by distance or by relevance. This allows users to find the closest restaurant (from street stands to elegant restaurants) in La Jolla. Perhaps best of all is that a simple touch to the listed phone number, address, or website will instantly connect you with the business of your choice. Compare that with the hit and miss approach and the “Find It La Jolla” app is a no brainer to download and use.

Like all Apple apps, the app is available at the iTunes App Store. Search for either “La Jolla” or enter “Find It La Jolla.” Find It La Jolla is exclusively fixated on our sensational and world-renown coastal corner of the city. Visitors planning a trip to San Diego can always use our online version of the site, but for San Diegan’s and visitors on the go, the app is readily available.

The La Jolla Blue Book has been published each and every year since 1937. The directory includes white pages, yellow pages, up-to-date detailed maps, a comprehensive street listing, and blue pages with information regarding community organizations in La Jolla.

The Blue Book – whether you use the easy to maneuver app, the website, or the print version of the book – is your best resource for everything La Jolla. Make it easy on yourself and download the app, pick up a print copy, or simply visit us online.

Call us at 858-454-7939.  We would love to promote your local business on our diverse media brand.

Spotlight Feature: An Interview with Sima Alefi of Serenity Financial Planning

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Sima Alefi is a wealth management advisor. She helps her clients break down financial details into a simple picture of where they stand, without using complicated financial jargon. Sima can help you focus on making a plan for your financial future today.

We had the pleasure of speaking with Sima Alefi about her business.

I understand that you have over two decades in the financial industry. Can you tell us a little bit about your background?:

My background is finance and business management. I started out back in 1994, so 24 years in the financial industry. I started a very successful practice in Northern California, and now I’ve relocated down to Southern California.

Well welcome to Southern California! What do you like best about La Jolla?

La Jolla just feels like a small, cozy town. It’s so serene. I love the ocean, the people, the atmosphere, the little shops. I just love everything about La Jolla.

Are there other advisors on your team?

I’m completely independent. I am the only advisor in the business, yet affiliated with LPL Financial.

So in your opinion, when is the right time for someone to seriously start planning their financial future?

There is really no time. My philosophy is that it’s time in the market, not timing the market. Nobody can predict the future, so to stay abreast of your financial goals the best thing to do is to take the first step. It’s like the Chinese proverb, “a journey of a thousand miles begins with a single step.” For people that are pre-retirees or retirees, they probably need to stop procrastinating about seeking professional advice and consult with a professional. There can always be surprises in the market and they won’t know what decisions to make.

What would you say is the key to a successful retirement plan?

The key to a successful retirement plan is to pay yourself first, even before you pay your bills. Also, diversify, stay away from greed, and seek professional help.

What is the most common financial mistake you see people make

The most common mistake is selling at the wrong time or buying at the wrong time, and also following the advice of their family, friends or neighbors as opposed to financial advisors. You wouldn’t go to a friend when you get sick, you go to a doctor. The same thing applies to managing finances.

You seem very warm and personable, so I’m sure for you it’s not just a business transactions with your clients:

I pride myself in keeping clients fees low, be generous with my time, making sure that I always do what’s in the client’s best interest and not my firms, and giving people the service and the attention that they deserve.

What is the most rewarding part of what you do?:

Seeing people achieve their financial goals. For example if somebody is retired or retiring and they’re seeking better interest rates in todays market, and since interest rates are low, they usually think that there’s not much out there to help them get a nice income stream from the assets that they’ve saved. So to find out that I could actually provide a comfortable retirement income for them and give them more choices than the average CD is rewarding.

I’d imagine that you foster a long relationship with your clients as well:

Yes, I cherish the relationships not only with them, but with their children and their grandchildren.

Sima A. Alefi is a Registered Representative with, and advisory services offered through LPL Financial, a registered investment advisor. Member FINRA/SIPC.

To learn more about Sima, click HERE. 


8-395x600-1We would love to promote you or a friend’s San Diego business via our 80+ year established diverse local media brand:

Serving the San Diego area for over 80 years, Blue Book Media Group has been generating enormous amounts of revenue for local businesses in the La Jolla and Rancho Santa Fe areas, along with San Diego County businesses wanting to do business in these same areas thanks to their consistent advertising with our media brand. Our local La Jolla and Rancho Santa Fe Blue Books (annual community guides) are so revered and used by the long time area locals that they refer to our print and web resources as the Bible of La Jolla and Rancho Santa Fe.

We would like to offer our diverse annual print, web, app and social media marketing/advertising platform to your local business as a way to help you generate new clients and customers to increase your revenue. If you or someone you know would like to see a true increase in their business, customer base or sales, please reach out to us by phone at 858-459-7939. We look forward to sharing information on our successful established diverse advertising resources with you.

We are thankful to have so many local businesses who have been advertising with us successfully every year since the 1940’s. We would like to be able to bring you the same huge ROI we have brought other local businesses each year due to their advertising with us.

For more information on our nearly 500-page annual Blue Book community resources, our website, our app, or our social media platforms, please call 858-454-7939 today.

Some ad space opportunities are limited as so many businesses renew their same ad spots with us year after year. We hope to hear from you soon.

858-454-7939
www.lajollabluebook.com
“Find It La Jolla” App

Facebook
Twitter
Instagram
LinkedIn
Google+

This New Year, Promote with La Jolla Blue Book

8-395x600-1We would love to promote you or a friend’s San Diego business via our 80+ year established diverse local media brand:

Serving the San Diego area for over 80 years, Blue Book Media Group has been generating enormous amounts of revenue for local businesses in the La Jolla and Rancho Santa Fe areas, along with San Diego County businesses wanting to do business in these same areas thanks to their consistent advertising with our media brand. Our local La Jolla and Rancho Santa Fe Blue Books (annual community guides) are so revered and used by the long time area locals that they refer to our print and web resources as the Bible of La Jolla and Rancho Santa Fe.

We would like to offer our diverse annual print, web, app and social media marketing/advertising platform to your local business as a way to help you generate new clients and customers to increase your revenue. If you or someone you know would like to see a true increase in their business, customer base or sales, please reach out to us by phone at 858-459-7939. We look forward to sharing information on our successful established diverse advertising resources with you.

We are thankful to have so many local businesses who have been advertising with us successfully every year since the 1940’s. We would like to be able to bring you the same huge ROI we have brought other local businesses each year due to their advertising with us.

For more information on our nearly 500-page annual Blue Book community resources, our website, our app, or our social media platforms, please call 858-454-7939 today.

Some ad space opportunities are limited as so many businesses renew their same ad spots with us year after year. We hope to hear from you soon.

858-454-7939
www.lajollabluebook.com
“Find It La Jolla” App

Facebook
Twitter
Instagram
LinkedIn
Google+

An Interview with Chef Maeve of Sugar and Scribe

chef-maeveChef Maeve Rochford, The Food Network’s Holiday Baking Championship winner is the owner and executive chef of La Jolla’s Sugar and Scribe.

Rochford is enthusiastic and furthermore dedicated to bringing the longstanding baking traditions of Ireland to La Jolla, California.

A descendant of a lengthy line of exceptional Irish bakers dating back to the 1930’s, Chef Maeve carries on the family tradition of the Rochford women, by providing Southern California baked goodies and savories based on recipes that have survived generations of wars and emigration.

Sugar and Scribe focuses on serving breakfast and lunch with sweet and savory Irish cuisine, replete with a measure of attitude straight from the magical Emerald Isle.

What a pleasure it was chatting with Chef Maeve about Sugar and Scribe, her roots, and her decidedly successful career to date.

La Jolla Blue Book: Maeve, we’ve heard through the fresh grape vine that you have some huge fans in La Jolla and way beyond as well, and you’re somewhat of a rockstar with food.

Chef Maeve Rochford: I don’t know about that, but I do love creating food in my own unique way, and then making it from scratch with only fresh vegetables and fruits. I’m just one of those people who was born for a specific task. I’ve loved cooking since I was two. The task of cooking does take being creative, and to some degree inventive. Running a business in a commercial setting takes good leadership as well, and most importantly good team work. As an only child I loved working with a team, and I love working with my team here at Sugar and Scribe now. They’re a melting pot of forty two invaluable individuals, and they’ve been my partners in crime for a long time.

LJBB: You seem you have a great sense of humor, and you mentioned that laughter is an important part of the restaurant business. Why is laughter so important?

CMR: Laughter is critical, especially in the restaurant world. You spend ninety percent of your time either being critical or criticizing. It’s every plate, every egg, every leaf of salad. It’s every detail, every heartbeat. It’s very rare that you allow yourself to hear the positive. Everything you do is gray, and you’re constantly questioning yourself and hearing the negative. So if you don’t have laughter, you will not survive. I’m a non-drinker, but laughter is my bloody mary. I have staff members who know just when to say something that will crack the inner ice queen in me and bring out the Disney girl.

LJBB: For folks who haven’t been to Sugar and Scribe before, what would you like for them to know?

CMR: The most important thing I’d like for people to know is that every single item on the menu here is made in-house daily. From croissants, to our jams and syrups, it’s all made from scratch- that is why I have a huge kitchen staff. They are like my crazy family, and I just can’t live without them. I love my guys on the line. They never call in sick, and they’re are always ready to go. My entire staff is devoted.

Because we make everything from scratch, there’s this very scary feeling of things going wrong because I can’t possibly taste everything myself. I am really dependent on my staff to get it right, and so I’m lucky that they successfully give it their very best every single day. I mean that with all my heart. They have true grit.

LJBB: What do you love most about having a business in La Jolla?

CMR: I love La Jolla! It’s become my home. The community has taken me in like I’m one of their own, the same as if I was born and raised here. It’s insane how nice they’ve been to me from the beginning.

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LJBB: Can you name two items off of the menu that you really love?

CMR: If I’m going to go with sweet, I would definitely say my lemon curd pancakes. I think my pancakes are the reason I have a husband. Others seem to love them too. I won an award for one of the best pancakes in Southern California, because they’re just a whole new way of thinking about eating a pancake. I’m more of a savory gal, so I’d definitely have to say our California Benedict with barbacoa is off the charts. With it you get a house-made english muffin, avocado, red onion, house-made mustard ground hollandaise with baracoa, and of course poached eggs. No one really even takes the time to make english muffins anymore. It’s a lost art because it’s a four part process, and most restaurants don’t wanna deal with anything that takes more than two parts.

LJBB: I read that your Irish heritage influences the recipes you create and that they’re generations old. Is it true that you’re still using those recipes? 

CMR: Absolutely, I do use them. Our shepherd’s pie and Guinness beef stew recipes have been in our family for hundreds of years, and passed down from mother to daughter for generations. I’m officially the only American in my family. Everyone else in my family is from Ireland, and most are still there, except for a few cousins that live in London or neighboring cities of Europe. When people ask me where I’m from, I say that I’m American. However when I think of my heritage, I am my heritage. I am Irish.

The baraco I use on the eggs benedict is Mexican, but that’s a good influence of where I currently live.  Avocado is not happening in Ireland, but it is here and in my life now. The hollandaise sauce for the benedict is made with Coleman’s english mustard powder, and there’s nothing more Irish on earth than Coleman’s. Then the english muffin is clearly owned by the Europeans, and I make that from scratch. So, I feel like almost everything I do is a compilation of my heritage and my life now here in La Jolla.

Another example is the lemon curd pancake. Lemon curd in Ireland is like breathing. The Irish love anything that has the word “curd” on the end of it. So when I started to think about making pancakes and how to make them different, I thought of lemon curd. I start my pancakes with a wet ingredient. Pancakes have become very Americanized, but not the way I do it! I made and Irish pancake and I’m winning the hearts of many.

LJBB: You’ve come out with your own bakery line. Can you tell us a little about that?

CMR: Yes, my cakes stands, cake platters, dessert platters, and all of the bakeware comes out in late October. It’s really exciting. I’m excited about the seasonal colors that I chose for the seasons. A lot of the colors I did in an amazing grace celate silicone ware, which is really fun. It will be available online, at Home Goods, and select Bloomingdales.

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LJBB: Congratulations on winning the Food Network’s holiday baking championship with your elegant three tiered cake, top with a sleigh. That’s exciting! What was it like, and what have things been like for you since the show? 

CMR: Thanks, it was a very exciting experience. I had a lot of fun on the show. I think that in terms of bakeries, since winning the show, I’ve become known best for my interesting seasonal changes. We don’t have a set menu. What you see on the menu today may not be on it tomorrow, and that’s because we make everything with fresh produce only. My chefs cook with whatever fruits and vegetables are fresh, fun and different that day. One day they’ll be preparing quince muffins and the next dutch apple turnovers.

LJBB: Competing on a huge network show and opening your bakery in the middle of a recession turned out to be a huge success for you. Both of those were probably risks for you as well. Would you consider yourself to be a risk taker?

CMR: I would say that I am a risk taker by nature. I’m a jump now and learn to grow wings as I fall type of a gal, but I would say this: take the risks that are calculated. I know when I started I did not do the best job. I was not the best business person.  

However, I also knew that I was willing to outwork anybody on planet earth. There was just no one who was willing to put more hours in than me, and there was nothing that could detour me from reaching my goal line. I was determined to get there some how, some way. There was no bridge, almost, that I was not willing to burn in my own personal life to succeed and flourish. That’s something that i don’t think a lot of people are willing or even able to do. I don’t have children myself, and so that’s made a big difference for me. From what I’ve learned since I’ve been in the business, if I did have children I would have given it much more consideration, because opening a restaurant of any kind can absorb your life.

The second thing I knew was that I would need a strong team behind me to support me when things became a struggle. I had that team, and they seemed more determined than me to succeed. Thanks to my mother Mary Margret, my husband Andrew and my investor Patrick, I was able to take a risk and jump into the abyss of restaurant life. I’ve had their support from the very beginning, and they’ve been right by my side ever since. I’m here because of them. I’ve always had somebody.

LJBB: What advice would you give to up and coming chefs and restaurateurs?

CMR: My advice would definitely be to find your team, and find people who are willing to take a risk and jump with you. People who are willing to pick you up when you think that you’ve given your last service, or can’t work one more hour. When you’ve work hard on something and it fails, or heard your last bit of criticism. It’s going to happen- I can guarantee it. Just when you think that everything is in place, right there where it should be, it’s all gonna swirl up like a big tornado and say, “nope.” You’re going to need a team for all these reasons and more. You’ll need them so that you can do this- I sure did. Be tenacious. Keep digging and then dig even deeper. Work even harder. Refuse to give up. That’s the one thing I’m blessed to have.

LJBB: What are some upcoming events that we can look forward to?

CMR: We have Willy Wonka Day coming up on September 30th, where we’ll change our menus and transform Sugar and Scribe into the Willy Wonka Factory.

Our head cake decorator Ray will be competing on Food Network’s Halloween Baking Champion starting on September 25th.

And of course our bakery rebuild continues, which we’re all very excited about. We’re redoing the first floor so that it’s more like a high-end coffee bar, and we’re making the pastry section twice as big. When it’s all finished it will amazing!

Come on out to Sugar and Scribe today, Thursday September 21st for complimentary house-brewed coffee and cardamom cookies. Full breakfast & lunch menu will also be available. Doors open at 7:00am!  


8-395x600-1We would love to promote you or a friend’s San Diego business via our 80+ year established diverse local media brand:

Serving the San Diego area for over 80 years, Blue Book Media Group has been generating enormous amounts of revenue for local businesses in the La Jolla and Rancho Santa Fe areas, along with San Diego County businesses wanting to do business in these same areas thanks to their consistent advertising with our media brand. Our local La Jolla and Rancho Santa Fe Blue Books (annual community guides) are so revered and used by the long time area locals that they refer to our print and web resources as the Bible of La Jolla and Rancho Santa Fe.

We would like to offer our diverse annual print, web, app and social media marketing/advertising platform to your local business as a way to help you generate new clients and customers to increase your revenue. If you or someone you know would like to see a true increase in their business, customer base or sales, please reach out to us by phone at 858-459-7939. We look forward to sharing information on our successful established diverse advertising resources with you.

We are thankful to have so many local businesses who have been advertising with us successfully every year since the 1940’s. We would like to be able to bring you the same huge ROI we have brought other local businesses each year due to their advertising with us.

For more information on our nearly 500-page annual Blue Book community resources, our website, our app, or our social media platforms, please call 858-454-7939 today.

Some ad space opportunities are limited as so many businesses renew their same ad spots with us year after year. We hope to hear from you soon.

858-454-7939
www.lajollabluebook.com
“Find It La Jolla” App

Facebook
Twitter
Instagram
LinkedIn
Google+

Try our “Find It La Jolla” App!

screen696x696San Diegan’s are always on the go. There is so much to see and do in the greater San Diego area that one cannot possibly know all of the delightful places to eat, party or enjoy an adventure of a lifetime in La Jolla. We solved that for you with the “Find It La Jolla” app.

Have you downloaded and tried it yet? If not, you need to! The La Jolla iPhone and iPad app makes it a stress-free experience for visitors to get around this ever popular scenic part of San Diego. The free app provides instant access to information about local beaches, attractions, places to grab a bite to eat, art galleries, boutiques, hotels, events and considerably more.

Apple users will find they can locate the address, directions, phone number and website of any business listed in the print version of the La Jolla Blue Book, a directory just for the La Jolla community of greater San Diego. The delightful app also offers a user with various options such as sorting by distance or by relevance. This allows users to find the closest restaurant (from street stands to elegant restaurants) in La Jolla. Perhaps best of all is that a simple touch to the listed phone number, address, or website will instantly connect you with the business of your choice. Compare that with the hit and miss approach and the “Find It La Jolla” app is a no brainer to download and use.

Like all Apple apps, the app is available at the iTunes App Store. Search for either “La Jolla” or enter “Find It La Jolla.” Find It La Jolla is exclusively fixated on our sensational and world-renown coastal corner of the city. Visitors planning a trip to San Diego can always use our online version of the site, but for San Diegan’s and visitors on the go, the app is readily available.

The La Jolla Blue Book has been published each and every year since 1937. The directory includes white pages, yellow pages, up-to-date detailed maps, a comprehensive street listing, and blue pages with information regarding community organizations in La Jolla.

The Blue Book – whether you use the easy to maneuver app, the website, or the print version of the book – is your best resource for everything La Jolla. Make it easy on yourself and download the app, pick up a print copy, or simply visit us online.

Call us at 858-454-7939.  We would love to promote your local business on our diverse media brand.

Promote with La Jolla Blue Book!

8-395x600We would love to promote you or a friend’s San Diego business via our 80+ year established diverse local media brand:

Serving the San Diego area for over 80 years, Blue Book Media Group has been generating enormous amounts of revenue for local businesses in the La Jolla and Rancho Santa Fe areas, along with San Diego County businesses wanting to do business in these same areas thanks to their consistent advertising with our media brand. Our local La Jolla and Rancho Santa Fe Blue Books (annual community guides) are so revered and used by the long time area locals that they refer to our print and web resources as the Bible of La Jolla and Rancho Santa Fe.

We would like to offer our diverse annual print, web, app and social media marketing/advertising platform to your local business as a way to help you generate new clients and customers to increase your revenue. If you or someone you know would like to see a true increase in their business, customer base or sales, please reach out to us by phone at 858-459-7939. We look forward to sharing information on our successful established diverse advertising resources with you.

We are thankful to have so many local businesses who have been advertising with us successfully every year since the 1940’s. We would like to be able to bring you the same huge ROI we have brought other local businesses each year due to their advertising with us.

For more information on our nearly 500-page annual Blue Book community resources, our website, our app, or our social media platforms, please call 858-454-7939 today.

Some ad space opportunities are limited as so many businesses renew their same ad spots with us year after year. We hope to hear from you soon.

858-454-7939
www.lajollabluebook.com
“Find It La Jolla” App

Facebook
Twitter
Instagram
LinkedIn
Google+

Celebrate the Chinese New Year at Mandarin House in La Jolla!

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For well over 30 years, the Mandarin House, conveniently located on La Jolla Boulevard, has been a venerated place to eat among locals and visitors alike to the seaside community. Whether opting for a light lunch, a romantic dinner for couples, or a large gathering, the Mandarin House invites patrons to pass through its red doors and relax in comfortable booths where you can enjoy exceptionally friendly service as well as a delightful selection of Mandarin Szechuan food. The menu features lunch specials and family-style dinners, as well as a wide range of appetizers and entrees. Some of these include noodles and rice, vegetables, beef, poultry, and seafood. To add some spicy excitement to your life, request the flaming po-po platter or even one of the many other sizzling platters. Aside from plentiful portions of food, you may revel in a variety of tropical drinks, including The Volcano that comes with two straws. For those who have a preference for eating at home, the Mandarin house has takeout menus for lunch and dinner and also delivers.

This Saturday, The Mandarin House is hosting a Chinese New Year’s, and they invite one and all!

Here are the details!

Remember the Date: January 28th, 2017 (Chinese New Year’s!) 10 p.m. to 1:30 a.m.

Where: Mandarin House, La Jolla – 6765 La Jolla Blvd. 92037

Ring in the year of the Rooster and celebrate with us at the Mandarin House for our first of its kind, open to the public, Charity Fundraiser! We will be serving up your favorite Mandarin House classic Tiki drinks. Additionally, we will be having a spectacular Lion Dance performance as well as have games, raffles, and music all night long!

Please note that the proceeds from this fundraiser will be donated to help fight the war against cancer.

To learn more and purchase tickets, kindly click HERE.

Staff Picks For Favorite Halloween Movies

In the spirit of Halloween, we thought it would be fun to take a poll at the BlueBook office and find out the staff’s favorite Halloween movies! Here is a quick look at everyone’s choice, also check out what’s going on in La Jolla this Halloween week.

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Paco has three top movies for Halloween. The original 1978 Halloween with Jamie lee Curtis is one of Paco’s favorite because, “ It set a whole new standard for horror films”.
In addition, the film Scream starring David Arquette and Courtney Cox is another favorite for Paco, “Scream is to my generation as Halloween is to older generations”. And finally, Paranormal Activity tops his list. “Not only is it very scary, but it also is very suspenseful and paranormal. Things that happen in Paranormal Activity could actually happen if you chose to believe in it. Not to mention, it was filmed here in San Diego!”
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