SOLANA BEACH - The Highway 101 Beautification Committee received $50,000 from Third District County Supervisor Pam Slater's Community Projects Grant to promote beautification and restoration projects within the communities of Del Mar, Solana Beach, Cardiff, and Encinitas. Each of the four cities, along with the Downtown Encinitas Main Street Association, will receive $10,000 in matching funds for improvement and restoration of city-specific projects along the Highway 101 corridor.

"I have always believed Highway 101 is a valuable local and state resource, and a national treasure as well," Slater said. "Highway 101 is an indispensable and often overlooked resource that has the potential to tie together tourism, community redevelopment, and economic development."

The State of California last year announced a travel and tourism promotion highlighting the beauty and diversity of the State's historical and cultural treasures. Today many travelers are taking shorter trips, closer to home and rediscovering the heritage and history of their local areas, Supervisor Slater initiated meetings between local community and business leaders from Encinitas, Cardiff, Solana Beach and Del Mar and formed the Highway 101 Committee.

The Committee is also moving into a second phase of action, consisting of a branding campaign - including web page development and historical information - which will help merchants and restaurateurs better market their establishments. In time the committee anticipates expansion to include other sections of Highway 101, eventually connecting the entire 815-mile length of the Highway, making it as instantly recognizable as Route 66 has become.

"One of my goals for Highway 101 is to promote the road as a major tourist destination," Slater said. "In many ways Highway 101 is as famous, if not more famous, as the classic Route 66. Pop cultural icons from Gidget to the Beach Boys launched the image of the small Southern California beach town as a surfing mecca. Together these small, coastal towns all offer unique experiences. Shops, attractions and restaurants, and other treasures up and down the coast are just waiting to be discovered. This effort is a win-win situation for all involved."