The El Cajon Boulevard Business Improvement Association was incorporated in 1988 for purposes of administering the Boulevard Central Business Improvement District. It assumed oversight of the Boulevard Gateway District in 1997. The principal mission of the Association is to improve physical and economic conditions along the 60 blocks of the Boulevard between Park Boulevard and 54th Street.

Traversing the communities of University Heights, North Park, Normal Heights, Kensington, Talmadge and City Heights, the Boulevard has experienced 20 years of progress beginning with the installation of the Boulevard sign in 1989. Since that time utility wires have been undergrounded, ornamental streetlights installed, the medians landscaped, and street trees planted.