PACIFIC BEACH – Community empowerment was on full display at the Pacific Beach Town Council’s 75th annual board installation dinner on Jan. 23, as high-profile community volunteer Denise Friedman snagged top honors as this year’s honorary mayor for PB.
Best known for organizing the annual P.A.E.S.A.N. (Police And Emergency Services Appreciation Night) to thank first responders, Friedman succeeded last year’s honorary mayor, Ron Walker, who presented Friedman with her honorary mayor’s sash after she received hugs and congratulations at the event at The Catamaran Resort Hotel & Spa.
The installation dinner serves as a special opportunity to recognize the accomplishments of the neighborhood. It also pays homage to PBTC’s community volunteers. Awards are bestowed by the council to people at the dinner, honoring their accomplishments and dedication.
Since its founding in 1951, PBTC’s installation and awards dinner invites participation from all of the elected city, county, state, and federal officials representing Pacific Beach.
It also kicks off PBTC’s annual activities and projects, including the PB Graffiti Clean Up in May, Concerts on the Green, and P.A.E.S.A.N. Guests at the dinner included business owners and school principals, as well as residents and civic leaders from sister neighborhoods in La Jolla, Mission Beach, Ocean Beach, Clairemont, and Point Loma.
During introductory remarks, PBTC president Charlie Nieto called for a moment of silence, paying respects to the family of a 6-year-old recently killed in a hit-and-run, describing the incident as a “scar left on our community.”
Noting that San Diego presently finds itself in hard times, which have included budget gaps, government cutbacks, and cuts to grant funding, infrastructure, philanthropy, and services “at every level,” Nieto added to that list an “affordable housing crisis exacerbated by an overabundance of luxury housing developments.”
He added trust in government “feels like it’s at an all-time low.”
Nonetheless, PBTC’s president struck a positive, hopeful note for the community’s future.
“From here, I can still see the outlines of a bright future for PB,” said Nieto. “We have been working together in pursuit of just that — to reach out for the promise of a Pacific Beach for everyone.”
He added it is also important to reflect on “how much we’ve accomplished” together as a community.
Discussing PBTC’s reason for being, Nieto characterized the organization as being a “crossroads where all people are welcome, have an equal voice, and an equal seat at the table.”
He pointed out that PB is “the only place where you can find community groups, first responders, nonprofits, faith leaders, businesses, and others all gathered together, not in celebration of just one single organization, but rather the power of them all combined, harnessed for the common good.
“When we work alone, isolated from one another, almost nothing is possible. But together – anything is (possible). Every generation has carried the responsibility of facing the challenges of their time: That’s PB,” Nieto said.
State Assemblywoman Tasha Boerner and State Sen. Catherine Blakespear gave brief presentations along with District 1 Councilmember and Council President Joe LaCava, who invoked the power of community as well during his remarks.
“This is an extraordinary community,” noted LaCava of PB, which became a part of his District 1 after the last political redistricting in 2020. “There is no community that is (more) about self-help, about digging in, that knows how to take care of its community.”
PBTC board installation award winners
2026 Pacific Beach Honorary Mayor: Few can claim to have left such a lasting effect on PB as significant as “Denny.” Denise Friedman has earned this honor through almost a decade of serving on the board of directors (including as treasurer), years of leading the PAESAN first responder BBQ, and fostering invaluable partnerships between organizations. Friedman strives to make positive change across all of San Diego through her other volunteerism with the San Diego Police Foundation and San Diego Nice Guys. She has been a wellspring of wisdom, an unrelenting cheerleader, an unshakeable advocate, and above all else, a friend to all who meet her.
The Caring & Compassion Award: Created in honor of Ellen Citrano, a dedicated PB resident of 34 years who has passionately served the Navy and veteran community. Like Citrano, this year’s awardee, Jim Menders, is someone who has wholeheartedly dedicated himself to a cause near and dear to him: Making PB a cleaner and more beautiful place. For his work leading the annual Graffiti Cleanup surveying team for countless years, PBTC honors his service to the community.
The Pug Sandford Community Service Award: An historical honor with deep ties to the organization and PB. Sandford served as a PB Honorary Mayor in 1996, cementing his legacy as an outstanding volunteer and neighborhood role-model. This year’s awardee, Marcie Beckett, exemplifies a character and energy that is completely irreplaceable. Beckett has left an undeniable impact on the neighborhood through her years of leadership of the annual Graffiti Cleanup, coordinating the BeachFest community area and stage, and advocating on the Planning Group for a safer and more family-friendly PB.
The President’s Choice Award: An honor selected directly by the president of the Town Council. This is a way of acknowledging the work that goes unseen by many but felt by all. This year’s awardee is Art Zadorozhny, because of his outstanding work leading the PB Tuesday Farmers Market.
The Community Cornerstone Award: Is given to those whose work in the community extends beyond a single organization. The 2026 honoree, manager of the Pacific Beach Taylor Branch Library, Christina Wainwright, is the perfect example of someone who exemplifies just that. Wainwright and her team have worked for years in PB to support the surrounding neighborhood, whether it be through facilitating community meetings and forums, allowing groups with a space to blossom and grow, and providing vital services to residents.
