La Jolla Tribe (La Jolla Tobacco Reduction Program)
About This Partner/Organization
The La Jolla Band of Luiseno Indians Tobacco Control Program will have three
objectives. The first is to engage the community in the effort by having Tribal Youth
produce digital stories of Tribal Elders on the traditional and ceremonial used of tobacco in
contrast with commercial uses including vaping. This is intended to reduce use of
commercial tobacco products among the 700 Tribal members as well as the thousands
who visit the Tribe's 800 space Campground along the San Luis Rey River and 1.86 mile
Zipline on the 9000 acre Reservation. Second is to adopt and implement an excise tax on
on-Reservation sales of tobacco products, particularly at the La Jolla Trading Post which
will result in reduced tobacco use and provide long term funding for Tribal tobacco control
efforts. Third is the adoption and implementation of a Smoke Free La Jolla Indian
Campground that will reduce commercial tobacco use as well as tobacco litter. These will
be implemented by a Project Director and Youth Engagement/Community Engagement
Coordinator with support from the La Jolla General and Tribal Councils, Tribal Youth and
Tribal Elders.