To be honest I agree with the mayor..
years ago I used to go to Cha-am beach, a great place with clear and pristine beaches with lovely views.
Now it's vendor city... the beach has been taken over with them.
You can hardly see the beach, everything is covered with umbrellas, the smell of cooking chicken wafts down the beach, vendors control everything.
Even the beach/roadside parking is controlled and dominated by them.
Traffic during the day is a complete snarl-up.
Jomtien would in time become the same... a complete and utter Thai made mess.