The Lake Elsinore Downtown Merchants Association (DMA) is stepping into 2026 with newly elected leadership, renewed energy, and a continued commitment to the heart of the city—historic downtown Lake Elsinore.
The members of the DMA’s new board officially began their two-year term in January. The leadership team includes Tina Breese, president and owner of Elsinore Barber & Beauty; Rodolfo Cortes, 1st vice president and owner of Prospero; Jackie Cortes, 2nd vice president and owner of TLC Group Services and La Flor de Cojita; Angel Lagunas, treasurer and owner of TLC Group Services; and Lindsay McElroy, secretary and member of the Lake Elsinore Historical Society.
Established in April 1986, the DMA’s mission is to support local downtown businesses while collaborating with city leaders and community partners to elevate the profile of Lake Elsinore’s charming historic core.
The DMA works to promote economic development through fundraising, event marketing, community outreach, physical improvements, public safety efforts, and ongoing collaboration among local businesses, the City of Lake Elsinore, and the Lake Elsinore Valley Chamber of Commerce.
Membership continues to grow, and the DMA hopes to reach 80% participation within the historic district over the next two years as the city continues its upward growth.
The DMA has hosted, sponsored, and helped organize numerous events on Main Street in partnership with the city, Studio 395, and the Lake Elsinore Historical Society. Popular events have included Lake Elsinore History Days, Day of the Dead, and classic car shows downtown — all designed to bring foot traffic, foster a sense of shared identity, and keep Main Street vibrant.
This year, the DMA is launching a new Summer Nights Cruise Series, celebrating the community’s love of cars. The cruise nights will take place on the last Saturday of May, June, and July, bringing families, friends, and car enthusiasts together in the heart of downtown.
Community events remain vital to the DMA’s mission. Beyond boosting business activity, these gatherings help build relationships and turn first-time visitors into regular visitors.
The DMA is also working to spread the word that historic downtown offers something for everyone — restaurants, shopping experiences, service providers, barbers and beauty shops, and a history museum where residents can learn about the town and the region.
The city itself continues to invest in the future of downtown while honoring its legacy. The new City Hall is projected to be completed this year, and construction has already begun on the new library — both projects signaling continued growth and opportunity in the historic district.
Residents can support downtown by visiting, shopping and dining locally — helping ensure the district remains lively and thriving for years to come.
The DMA meets on the first Thursday of every month. The next meeting will be held on Thursday, March 5, at 6:30 p.m. at Prospero, 126 North Main Street.
