As the new executive director of the Coast Village Road Improvement Association, Beth Sullivan has been making the rounds in Montecito, introducing herself to business owners and civic leaders, listening to their concerns, and building a network of community support.

One of her first meetings was with Noozhawk publisher Bill Macfadyen, who suggested we get together. He thought I could share some of my experiences and perspective on life in the 93108 as a 30-year resident and journalist with deep connections to the retail and business community — especially on Coast Village Road.

On a lovely fall afternoon, Sullivan and I did a meet and greet at a favorite hangout for locals: the patio outside Pierre LaFond and Wendy Foster in the Upper Village.

Our visit turned into an hours-long chat-a-thon over multiple glasses of iced tea and schmoozing with other locals like Julie Teufel and even Wendy Foster, who stopped by to say hello.

Sullivan is originally from the Bay Area and is a UC Berkeley alumna. After graduation, her business trajectory included marketing and programming, implementing successful initiatives through leadership and networking events. As a businesswoman, she spent time in both San Francisco and New York City.

While in San Francisco, Sullivan was very involved in charitable causes, championing children in the arts by showcasing their talents, fundraising for their growth and development, and forming partnerships to create greater opportunities.

Sullivan believes such endeavors are crucial for nurturing children’s confidence, instilling team spirit and shaping their futures.

After moving to Santa Barbara in 2021 during the COVID-19 pandemic, Sullivan worked remotely for a New York financial services company.

She heard about the Coast Village Road Improvement Association opportunity last year and applied for the position. Hired in February, she has turned the part-time job into almost a full-time endeavor.

It’s an exciting time for the organization. The former Coast Village Association was dissolved a little over a year ago to form a 501(c)(3) as part of a new Community Business Improvement District, or CBID, intended to improve Montecito’s commercial corridor.

To win CBID approval, the majority of current Coast Village Road property owners — myself included — voted in favor of the initiative, which will establish local control of the street’s aesthetics, safety and marketing; fill in the gap in services from the City of Santa Barbara, which governs the mile-long street; and implement an additional tax assessment of property owners to fund related projects.

“I want to build a community feeling on the street that fuels collaboration to chart the future course for Coast Village Road,” Sullivan told Noozhawk.

“The association is aiming to achieve a balance between preserving the past and embracing the present, while determining the possibilities for the future.”

Her presence at association board meetings demonstrates her leadership skills and sense of humor while still managing to be collaborative.

Sullivan has an eye for detail, and the ability to see the long-term strategic picture. Improving the landscaping, sidewalks, roads and medians means she and the association’s board must work with the city, often a challenge of priorities and scarce funds.

As part of her outreach, Sullivan organized an August event at the Rosewood Miramar Beach to bring the association’s interim board, business owners and managers together to share suggestions over nibbles and drinks. More than 40 people turned out.

Earlier this month, she put together Coast Village Week to highlight all that the neighborhood has to offer. Throughout the Nov. 12-18 period, merchants held promotions and events, with a Saturday finale featuring trunk shows, pop-ups, meet the artists, and a raffle prize.

Next up is a Holiday Stroll, Sip & Shop from 3 to 6 p.m. Dec. 7.

“The event is an opportunity for the community to immerse itself in a festive evening where the joy of the season comes alive,” Sullivan said.

“Attendees will have an opportunity to meander, looking for the perfect gifts to support our local merchants and enjoy festive libations and nibbles in the stores while holiday carolers, musicians and Nutcrackers greet them along the way.”

The evening will culminate with a dazzling tree-lighting ceremony in front of Renaud’s Bakery & Bistro, at 1187 Coast Village Road.

According to Sullivan, the event will showcase “why it is so important to build supportive relationships, and to lay the groundwork for building an even stronger community.”

Visitors are also encouraged to bring a new toy or two for the association’s Marine Corps Reserve Toys for Tots drive for less fortunate community members.

In the new year, Sullivan says, she hopes to see the street repaved, landscaping planted in the forlorn-looking medians, and a new brand for Coast Village road that not only incorporates a new logo, website and look, but more community-oriented events.

With an infectious enthusiasm, Sullivan is off to a strong start!