"In July, we counted more than 2,000 visitors in one-on-one contacts with our staff and at least another 500 who came to the bureau just to get brochures," she said.
Downtown is bustling with people, and a lot of them are buying.
"We are doing double the business we did last year," said Bushard Pharmacy owner Sheila Bushard Jamison. "We are seeing lots of people from all over the world, and we didn't see that last year."
At the other end of Forest Avenue, Fawn Memories owner George Nelson said business has been better this year; it was quite good at the beginning of the summer but has tapered off recently. He blames "back-to-school" television ads.
"They have cut the season short," Nelson said.
However, the rosier local economic picture is not limited to the summer, said Rose Hancock, executive director of the Laguna Beach Chamber of Commerce.
"The number of new businesses opening in town is a sign of economic growth in Laguna Beach," Hancock said.
She estimated that the chamber is arranging one ribbon-cutting event a week.
"We have celebrated so many new openings, I have a sore thumb," said Mayor Toni Iseman, who wields the ceremonial scissors at grand openings.
However, the downtown boom is more of a "boomlet" in what business owners from Thalia to Diamond streets call the HIP District, according to Rebecca Barber, Studio Arts Gallery owner and wife of glassblower John Barber.
"There are just not a lot of people at this end of town, although business has improved over last year," Rebecca Barber said. "A lot of people think summer is a gallery's busiest time of the year, but that's not my experience. Many folks would rather buy from the artists at the festivals."
Barber's husband is a long-time exhibitor at the Sawdust Art Festival.
"He is doing really well," Barber said. "He said the gate is up."
Sawdust General Manager Tom Klingenmeier confirmed that attendance is up this year, boosting art and concession sales.
Rather than getting commissions at their booth, the artists are selling inventory, Klingenmeier said.