Jon Madison wants to take the next step.
After 14 years on the Laguna Beach Heritage Commission, he recently entered the race for one of three open seats on the City Council.
The owner of Madison Square & Garden Cafe on North Coast Highway said he originally thought about seeking a spot on the Planning Commission after Chairman Robert Zur Schmiede announced he would run for a council position.
But the 25-year resident decided the five-member council needs the perspective of another business person.
"I feel that we have to be more welcoming to businesses," said Madison, 57.
Madison said he would like to see the city become more tourist-friendly and foster a vibrant business climate, from South Laguna to the northern city limits.
"We could offer incentives, such as waiving building permit fees or reducing parking requirements," he said. "We are a resort town and need to embrace tourism."