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The City of San Diego is 250! Instead of looking back, we asked experts to predict how our city will look in 50 more years.
future of San Diego transportation
Illustrations by Michele Marconi
By Bruce Appleyard, associate professor of City Planning & Public Administration, San Diego State University
Transit is derived from how we arrange land uses at a regional scale, so a good regional land use plan is actually a good transportation plan. The city and county governments and agencies like MTS, Caltrans, and SANDAG will all convene and coordinate like never before in order to balance access; they’ll consider housing, jobs, education, services, and all the important destinations for learning and play.
We’ll also achieve important sustainability goals by not only reducing the distances people have to travel, but by freeing ourselves from having to drive cars (known in 2069 as “climate-killing murder machines,” or CKMMs) in favor of something closer to human power—walking, bicycling, or scooting.
By planning for housing and jobs at a regional level, we’ll be able to make things more accessible to transit. When important destinations are closer to one another, bicycling will become more viable. We’ll start creating protected bike lanes everywhere, looking to Europe to create the world’s best bicycle superhighway system, rivaling our present-day freeways. We’ll save so much space that we’ll tie the bike superhighway into the old freeway system, converting freeway lanes to bicycle lanes and renaming San Diego’s portion of Interstate 8 the Stephan Vance Highway, after the godfather of San Diego cycling.
We’ll also make sure people properly pay for the full costs and impacts of their transportation choices. You can use a car if you want; you just have to compensate for its livability, sustainability, and equity impacts.
It’ll be a challenge to get there with autonomous vehicles, but we’ll build smaller cars and even use emojis to improve how these vehicles interact with people in the streets. Vehicles will have different-colored lights to indicate when it’s safe for pedestrians to cross, and bright symbols on their front bumpers will communicate their intent. We’ll look to music and dance to help traffic work with the rhythm of the streets. Our favorite roads will use waltz timing.
We’ll also undertake a major redesign of roads and parking spaces. Once cars can drop their owners off and then park themselves (in a place humans don’t need regular access to) we can repurpose hugely expensive urban parking structures into affordable housing. If we house people near where they want to work, they won’t need to travel.
By Mary L. Walshok, Associate Vice Chancellor for Public Programs and Dean of Extension, University of California San Diego
Children will enter college a decade from now with very different competencies and learning styles. Four straight years sitting in classes with “expert” professors won’t work. San Diegans with advanced degrees will continue updating their knowledge and competencies online, in workshops, and in summer schools, seek advanced credentialing in entirely new fields in their 40s and 50s, and join communities of learning even after retirement. Learning will happen in many settings with multiple forms of delivery, including classrooms, across many decades in a lifetime. Open, flexible, lifelong learning opportunities assure innovative companies an able talent pool and a superb quality of life.
To imagine one likely story, let’s take my seven-year-old grandson. By age 18, he will have mastered a foreign language, become deeply familiar with world music and great works of art, and designed a house or sports arena complete with maquette. And he won’t have studied any of these topics in a formal classroom. This is because at seven, he is already figuring out on his own from the web how to hear, recognize, solve problems, design, and build things on 3D printers.
At 18, he will need a college experience that is only partially classroom based. Thanks to innovative universities like Stanford, he will spend a year on campus mastering advanced concepts in fields like math, science, literature, history, and economics, and the following year he will work full-time in a cooperative learning program with a global architecture firm such as Gensler.
Having mastered the Korean language before entering Stanford, he will in his third year study abroad, travel, and further develop his budding architectural skills in project-based learning experiences fully accredited by Stanford. His fourth year back on campus will involve seminars, workshops, and papers as he readies for the rigors of architecture school.
By 27, my grandson, even though he will have an architecture degree from Harvard, will be released from his job to take an intensive six-week engineering seminar at UC San Diego on new materials and environmentally sustainable building practices.
During his 30s my grandson, who always loved music, will get an MFA in music primarily online, studying and learning on airplanes and on cool summer evenings and weekends, complemented by weeklong sessions at the Berklee College of Music in Boston, in Helsinki, Finland, and in Indonesia because he loves the gamelan.
By his mid-40s, my architect grandson will have decided he loves music so much he wants to leave architecture after 20 years and become CEO of his hometown La Jolla Music Society, for which he will be a superb leader with great problem-solving skills, international connections, and management know-how thanks to eight weekends in an executive education program at USD.
Eventually my grandson will join a foundation that supports the development and construction of performing arts centers in developing countries, blending his international, musical, and architectural competencies in the “job of a lifetime.”
By the year 2070, with the strength of a rich and diverse educational experience behind him, just imagine the opportunities my grandson and others in his generation will be able to create for their own grandchildren.
What Will San Diego Look like in 2069?
By Eric Topol, MD, Executive VP, Scripps Research; Director and Founder, Scripps Research Translational Institute; Author, Deep Medicine
In the future we will not be doing the wasteful things we do today where every woman has a mammogram, every person has every screening test. Health care will be highly individualized and we won’t be wasting billions of dollars treating people like cattle. We won’t have all the false positives that lead to all sorts of unnecessary procedures and profound anxiety. We can do so much better than that.
The main thing is, patients will own all their data. The missing link is getting our arms around that information. That’s where deep learning, a breakthrough of artificial intelligence, kicks in. For example, a medical scan can be put through layers of artificial neurons, and each layer gets better and better at figuring out what the data is. At the end you get an answer that turns out to be as good or better than humans could have discerned.
Data will be totally private and secure, but integrated with the entire medical literature up to the moment—everything that’s known to human beings will be known to patients. All their data will be continually updated to give them an avatar or voice or text feedback as to what they can do to prevent the conditions they’re at risk for developing. That might include the best things to eat or avoid eating. The avatar will interact with you and see if you’re tired or stressed or angry. It is actually consulting with you; it’s got a nervous system. It will be your watchdog, advocate, digital coach, assistant. What we have today is so dumb because everyone gets the exact same warnings. There will still be warnings, but it’ll be a lot better than a warning on your watch to tell you to stand up. It will be geared to you.
Simple tests and diagnoses like a urinary tract infection, skin rash, or ear infection will all be done with algorithms, no doctor. There will be imaging capabilities on smartphones. You can already do a total body medical selfie with a smartphone ultrasound, and get interpretation. People will do all their lab tests at home with either their breath, a drop of blood, or urine.
This markedly reduces the burden on doctors, because a lot more responsibility and charge will be assumed by patients and the machines helping patients. So the doctor visits that do occur will be for serious matters, like cancer, and the doctor will be able to spend time going over everything and not staring at a computer screen. We will restore the human relationship, and put back the care in health care.
future of San Diego AI
By Betsy Brennan, President and CEO, Downtown San Diego Partnership
While its slated 2021 completion date certainly isn’t 50 years from now, UC San Diego’s new downtown presence will transform our urban core into a center for ever-evolving sustainable innovation over the next few decades. Technology companies like Shield AI and Comma.ai are already finding a home in our urban core. A recent focus on opening additional creative office space will give more brilliant minds the opportunities they need to solve challenges the world faces and enhance our quality of life.
Converting streets into pedestrian space, such as the Piazza della Famiglia in Little Italy, creates ways to reimagine how land can be repurposed for people and communities—not for cars. Fifty years from now, this vision will have expanded, turning downtown into the most pedestrian-friendly community in the county, with accessibility for people with all types of mobility needs. Colorful and activated public spaces will enable people to step out from behind their screens to live the downtown spirit in real time.
By Margaret Leinen, Director of Scripps Institution of Oceanography; Vice Chancellor for Marine Science at UC San Diego
San Diego will look and feel different from today. Heat waves will be more frequent and intense. Sea-level rise will cause the ocean to encroach upon the coast from Imperial Beach to Sunset Cliffs, La Jolla, and Oceanside. Droughts will likely become more severe, impacting San Diego’s water supplies locally, in the Sierra Nevada, and the Colorado River Basin.
But the future won’t all be bad news. Scientists will have made great strides in state-of-the-art modeling that can produce long-range forecasts of weather and drought, and also air quality, water quality, and biological events from harmful algal blooms to disease outbreaks.
Advances in robotics will mean swarms of micro-robots monitoring the ocean and atmosphere, and remote sensing that can tell us the minute an ice shelf in Antarctica falls into the sea.
Scientists in San Diego will be leading the charge to slow the pace of climate change. This includes removing carbon dioxide from the atmosphere, utilizing algae for food, fuel, and to replace plastic, and attempting to stabilize the climate with a greater understanding of the implications of geoengineering.
San Diego will also be leading the blue economy, with innovation in ocean technology, aquaculture, and development of drugs from the sea.
By Mike Hoeck, Senior Vice President, CBRE
Neighborhoods will gradually become more localized and self-contained, more closely resembling downtown San Diego rather than the sprawling suburbs we see today. It’s likely that Kearny Mesa and Mission Valley will supplant downtown as the central business districts of the county.
This densification will be particularly prominent in our coastal communities. In the next 50 years, many of these communities will see older real estate repositioned as mixed-use projects that promote hyperlocality through retail and office space, while also providing apartments for residents.
Where will the San Diego International Airport be in 2069? Miramar or somewhere east of I-15, because downtown and the San Diego Bay will always restrict the growth of our airport as it is currently situated, limiting the ability of San Diego to be a waypoint for major international flights. To better service all its residents and add more flights (at its present location, SAN has no room to add additional runways), a move east would allow for better access to the entire county, while also allowing for the redevelopment of the current airport site.
By Bob Kelly, Founder and President, San Diego Seniors Community Foundation; President Emeritus, The San Diego Foundation
Imagine a day when humanoid robots can carry on conversations with a senior who is living alone and socially isolated, or can lead a group of older adults through an exercise class at a nursing home. These things are already happening in Japan—out of necessity, due to a significant shortage of caregivers.
In San Diego, we have the same issue. We are facing an unprecedented demographic shift. By the year 2030, the county’s population of residents age 60 and up will double to nearly 1 million. And from the year 2010 to 2060, the number of residents age 85 and up will increase a whopping 427 percent. This growth rate outpaces the generations below it, which means we too will soon have a shortage of caregivers, just like Japan.
One of the most vulnerable subsets within the aging community is senior orphans—those who for various reasons, including lack of nearby relatives, never having children, or divorce, are alone and have no support system to help them as they age. We need to find ways to reach out to these senior orphans and ensure they have someone they can turn to and trust.
Looking ahead, technology can help fill some of the anticipated gaps, but there are certain “human” tasks a robot will never be able to replace. We must get serious about building the support network for older adults and change our negative perceptions about aging. Currently just two percent of all philanthropic giving in the US goes toward seniors. Why? Because people are either unaware of the extreme need or simply don’t care.
The Japanese have instituted long-term insurance coverage for anyone 65 or older. But bigger than health care and robots is the overarching Japanese culture that treats its seniors with the utmost respect, and feels a responsibility to take care of them. Can we say the same about our culture in San Diego? 50 years from now, I hope the answer will be yes.
By Gillian Flynn, Writer; Founder, @the.vintage.editor
The greatest cultural currency will be community.
Instagram spawned sameness among the millennial set. In 2069, there will be a new generation searching for the antidote, taking a stand against perfectionist ideals. Anything too polished will be viewed as too contrived. Local retailers will be gathering, educating, and celebrating individuality like never before.
The adage of “knowing your audience” will give way to “teaching your audience.” And independent bookstores will be the signifiers of hope, as they will be the ones to outlast Amazon with bibliophilic sanctuaries thriving across the country. Oh, analog.
Shoppers will be smarter still and feel most accomplished when their knowledge comes from a portfolio of workshops conducted by the boutiques, intimate trunk shows, and members-only co-ops—not just Google searches. The purchase alone won’t be the brag. The grail will be community literacy of a new understanding. Consumers will crave real stories over branded ones, and differing points of view will be welcomed by all.
The most successful retailers of the future will nurture a grassroots lifestyle network for word-of-mouth knowhow—from your tailor and interior designer to your artist and family photographer. Consider it a real-time social register for the “gets it” set.
The world’s most stylish have always opted for vintage and artist-made pieces with all the depth and intrigue they offer. The new generations want in, buying pieces that are one-of-a-kind. And people will be asking questions again (radical curiosity!). More than ever, consumers will want to know where everything comes from—food, water, coffee tables, clothes. Already, the ripples of a total fast-fashion revolt can be felt in San Diego (no one is bragging about shopping at Zara, and the arrival of West Elm on Cedros Avenue made Solana Beach weep).
Sure, there will still be errands to the mall, and families will shop at chains and stock up on essentials at department stores. But the delightful outings and intimate meetings will take place at local shopping centers like Flower Hill and the new One Paseo, all sun-dappled and cocooned from the fray. And the retailers who get it right will double as newsy gathering places to rediscover the little things we love about shopping.
A great American pastime. Where likes mean less.
By Troy Johnson, Food Critic, San Diego Magazine
future of San Diego food
It was a historic night. Auguste Applebottom had just become the world’s first chef awarded a fourth Tesla Star, the flying car company’s highest honor for cuisine. Upon the news, Applebottom remained motionless and without expression, as all 3D printers do. Its creator, a six-year-old MIT grad, celebrated alongside his parent-employees with a round of cricket milk.
There was nothing motionless about the scene outside He/Him/Mister A’s. The fly-by fruitings had been especially brutal recently. A hovering Freeus had assaulted the restaurant using the Baba Ghanoushitzer—essentially a high-pressure water gun filled with mushy eggplant (the nonviolent weapon of choice for vegan activists). As the plant goop ran down the dining room windows, well-dressed carnivores inside started to wonder if coq au vin was worth it anymore.
Newly elected plant-based president Kale Bezos hadn’t made meat illegal, but citing environmental and public health factors, she’d taxed ranchers and chicken farmers into near-extinction and banished meat eaters from all the same places as last century’s tobacco smokers. Which is what made reservations at Flesh such a transgressive thrill. The location was never the same for the illegal supper club. Sometimes it was in an abandoned grocery store, whose business model hadn’t been able to compete with the extra screen time afforded by meal injections. Other times, it was in the desolate streets of Los Angeles, no longer inhabitable after Botox made it into the water system. The protein-based feasts—rib eyes, duck confit, chicken thighs, lamb chops—were all supplied by Bone Appetit, the leading cartel in the meat-bootlegging underworld.
A reservation at Flesh meant one night of nostalgic, promiscuous omnivoring. One night when you did something besides getting your to-go cube from the vitality chain Claritin, whose instant-read DNA profiles customize meals to avoid all major American allergens: gluten, nuts, lactose, shellfish, oxygen, etc. Studies paid for by Claritin have shown that the debut of their proprietary nutrient paste, engineered to maximize consumption/excretion efficiency, correlates strongly with the country’s skyrocketing app-development rates.
And yet, out a window on the 648th floor of a new condomaxium, the unmistakable smell of a double cheeseburger persisted.
By Peter Callstrom, CEO, San Diego Workforce Partnership
In 50 years, jobs will exist that few could imagine today. Employers will do something radical by investing deeply in our region’s residents: youth, young adults, seasoned workers, and people with barriers to employment opportunities (e.g., transportation, criminal justice system involvement, disability).
Equity, diversity, and inclusion are not just buzzwords. They add great value to our workforce and talent pool. The skills and talent required to fill the jobs of San Diego’s future must be developed and inspired in our youth and in all zip codes.
Today, nearly one in every 10 young adults (individuals between the ages of 16 and 24) are neither in school nor working. These young people are disconnected from work and school for innumerable reasons. They all have talent and hold an important place in our communities, yet they are not on track to develop the skills necessary to prosper in our rapidly changing economy. This must change. It requires our public and private sectors to welcome more internships and work experiences—a small investment of time, resources, and mentoring that can reap a lifetime of success. A job can change everything.
By Steven Dinkin, President, National Conflict Resolution Center
The future is purple. Though we appear to be living in a time of polarization and oppositional conflict—characterized in the political arena by “red states” and “blue states”—I remain quite optimistic about the future.
There is a rising interest in discovering new forms of effective communication, breaking through the gridlock of restrictive labels and narrow identities to find common solutions to pressing problems. The vast middle, where most Americans find themselves, will form fluid coalitions and productive alliances based not on rigid ideologies, but problem solving and collective progress. Polarized identities will be rejected as inefficient and ineffective. “Red” and “blue” will disappear from the map as people in all sectors of society learn to work more effectively together rather than against each other, to focus on issues and solutions rather than competition and domination of one group against another.
This rising of The Purple Nation will be fostered by the rediscovery of community dialogue in the “town square” and widespread adoption of inclusive communications training and collaborative conflict resolution models in schools, universities, workplaces, community centers, governments, and faith communities. The result will be greater productivity in the workplace, more efficient delivery of services by government agencies, more cohesive and collaborative communities, and a more peaceful and prosperous nation.
By Jean Guerrero, Author, Crux: A Cross-Border Memoir; Journalist, KPBS
In 50 years, the border will be reeling from a reverse in the direction of traffic. Mexico will see an influx of asylum seekers from the US, fleeing hate crimes and post-truth hysteria. The president of Mexico will be known as “La Malinche” for her dislike of foreigners; she will have turned the concept of that historical figure on its head, showing that the indigenous woman long perceived as a traitor never loved the white man who raped and enslaved her. She will build El Gran Muro (“The Great Wall”), characterizing Los Estadounidenses as invaders and devils, bringing vices and lies.
The American asylum seekers will face months of backlog at the ports of entry before they can see la migra, who will decide if their fears are credible. A few dozen will be allowed to access Mexico’s colorful cities and playa paradises wearing GPS-monitor ankle bracelets. Most will be kept in centros de detención for months, surrounded by guards who speak no English and don’t understand their requests to speak to lawyers. Some of Los Estadounidenses will dig tunnels under El Gran Muro. Many will be deported. Others will try to break El Gran Muro and will die doing so.
However, this dire future—inspired by Lizz Huerta’s short story “The Wall” and my years of reporting on the border—will not come to pass if we come together with urgency to stop the spread of fear-based misinformation, and to listen closely to the people we think are our enemies.
What Will San Diego Look like in 2069?
By Josh Baxt, Owner, Baxt Communications
San Diego’s life sciences landscape will focus extensively on genomics, which will be routinely used to identify genetic anomalies, detect cancer, and personalize treatments. Most babies will be sequenced at birth to acquire baseline readings that inform their lifestyles and (when necessary) their treatments.
These and other changes will power massive industry growth. Gene sequencing giant Illumina will be among the world’s top five largest companies and the biggest employer in San Diego. However, despite decades of market dominance, a number of smaller companies in the US, the UK, and China will begin chipping away at its market share. Illumina will still be licking its wounds from a failed hostile takeover attempt against one of these upstarts—a gene-y Boston company named Barbara Eden.
Illumina’s presence will have a ripple effect in the local bioinformatics industry, with dozens of companies developing new hardware and software to identify mutations and match them with treatments. Also, with so much genomic data being stored for life, network security will become an even greater priority, boosting San Diego’s reputation as a cybersecurity mecca.
Gene editing laws will be tightly enforced in the United States. Genomes can be edited only to correct congenital diseases, such Duchenne muscular dystrophy. However, Singapore, Estonia, Brazil, and other nations will encourage the practice (or look the other way). Offshore gene editing clinics will make extravagant promises to parents, guaranteeing smarter, more athletic and/or more attractive children at steep prices. Whether these efforts actually achieve the desired results will be an open question.
By Susanna Peredo Swap, Founder and Executive Director, Vanguard Culture
I imagine an era of worldwide Neo-Idealism that passionately counters the current downtrend in the way that we treat the planet and each other. San Diego’s arts sector, in particular, will embrace this trend with cutting-edge visual and performing arts events that are socially responsible on both a micro and a macro level. Creatives will embrace cross-industry collaboration and sharing of resources with the ultimate goal of nurturing San Diego’s audiences and local businesses into enthusiastic supporters of arts and culture.
City, state, and federal governments will also fully embrace the importance of a healthy and dynamic arts community by thoughtfully investing in the success of its creatives. The city of San Diego will produce a cultural master plan that delineates a strong vision for the city’s arts and culture, supports remarkable cultural activities, and offers subsidized rent for visual and performing arts spaces as well as artist studio spaces. The city’s Arts and Culture Commission will also have a budget double its current size, thus strengthening San Diego’s reputation as a prominent tourist destination with world class arts and culture.
By Omar Passons, Director of Integrative Services, County of San Diego Health & Human Services Agency
Last fall, my boss sent me a copy of a Kresge Foundation study he’d been involved in. The study, Human Progress and Human Services 2035, predicted the future of human services based on current factors. Two takeaways from that work are worth noting: The impact on the social safety net caused by current dramatic reductions in federal resources will be felt far into the future, and the continued loss of jobs to automation will create a strong need for advances that lower the cost of living—improvements in how we secure healthy food and housing, for example. These future scenarios also point to one other area that will impact our social safety net: climate change.
We don’t often link the two. But when heat waves can last a month, seniors—especially those in parts of the county with fewer street trees and older infrastructure—will need places to avoid heat exhaustion. Similarly, the impacts of sea level rise on access to drinking water and on San Diego’s tourism industry reveal the critical links between our health, our economy, and our environment. Our political and social will to dramatically mitigate climate change is a major variable in the future of social service need in San Diego.
As someone who is often accused of being unreasonably optimistic, I don’t offer these sober forecasts lightly.
Today, we must focus on the social determinants of health—the living conditions that can affect a wide range of risks and outcomes, including exercise, education, economic well-being, housing, and more. As a region, our ability to bring down the cost of safe homes and better connect these homes to economic opportunities is key.
We can ensure a future in which every San Diegan is able to live well. But that will only be possible with a robust safety net, true prevention strategies, and a deepening commitment to protecting our changing world.
future of San Diego robots
By Neal Bloom, Founder, Fresh Brewed Tech; Chairman, Startup San Diego
Our tech companies will actually be blurred as software eats more and more of our industries, including health care, precision medicine, and most things biotech. We will be printing and growing more of our own things instead of buying them, with in-home 3D printers able to print every item we need on demand.
While we’ll be able to get anywhere on the planet within 30 minutes (thanks, Elon Musk) and virtual reality will be an accepted form of allowing us to be anywhere at any time, our local workforce and how we work will be very different. In the next 50 years, we are going to redesign how we attain skills and put them into practice. Along the way, we’ll upskill and reskill non-tech jobs (like shifting from car sales into software sales), while we train robots to do the tasks that humans weren’t designed for, like car maintenance and grocery store restocking. San Diego will be the first adopter of this, and therefore take advantage of a next-generation workforce that doesn’t revolve around us driving (since the robots will also be doing that for us, too). From a robot firefighter to an intelligent floor cleaner, San Diego–based AI companies are already on the leading edge of this space.
While some of our tech industries will morph into different and not-yet-created sectors, one thing will probably stay the same in San Diego—we’ll still love tacos.
The San Diego designer has created more than 3,000 concert posters over nearly 40 years for artists including the Rolling Stones and the Red Hot Chili Peppers
Let’s start with his name.
No, not his birth name, Craig McKenzie Haskett.
Scrojo.
When he was in high school, he and his friends were trying to come up with the perfect name for their punk band that would encapsulate all their personas. Nicaragua. The Freds.
One of his friends said he was going to go by Jimmy Stacks and called it “the perfect rock and roll name.” Their names changed so much that Haskett erupted: “Fine, I’m f—ing Scrotum Joe, the true defender of the Open West.”
Their response: Wow, that’s a great name.
As a teenager, he drew chalkboards for Del Mar’s Pannikin coffee shop and would design T-shirts for surf/skate brand Life’s a Beach. He signed the shirts with his moniker, but even in punk rebellion, who wants a shirt with the words Scrotum Joe on it? “They just cut out the ‘t-u-m,’ and the next thing you know, a client referred to me as that, and it stuck,” he says.

Scrojo could have been part of a band as iconic as The Misfits—had he been able to learn the famously cumbersome bassline to The Kingsmen’s “Louie Louie.” Becoming one of the most renowned concert poster designers—someone who quite literally designed the cover of Art of Modern Rock: The Poster Explosion—is a pretty good Plan B.
“To my knowledge, he’s done more rock posters than anybody else alive,” says Dennis King, whose D. King Gallery in Berkeley, California, serves as one of the largest private rock poster collections in the world. “He’s the hardest-working guy in the poster business.”
King not only co-authored the sequel to music historian Paul Grushkin’s The Art of Rock, but he also handles distribution and sales for all of Scrojo’s work. That’s more than 3,000 different posters over nearly 40 years. (That’s over one poster each week. For four decades straight.)
For anything from boxing matches to rodeos, posters have long been used as promotional items. Toulouse-Lautrec’s famous lithographs advertised Moulin Rouge in the late 1800s. Around the same time, Hatch Show Print in Nashville was making handbills for the Grand Ole Opry.
“I propose this: Cave paintings are the first poster art,” Scrojo says.

Rock and roll posters took off in the 1960s, when the hippie counterculture era replaced conformity and suburbia. Artists like Jimi Hendrix and the Grateful Dead used their vibrant, psychedelic prints as a form of rebellion from the mainstream. Posters were promotional, commemorative, collectible, and especially expressive.
If the name Scrojo is any indication, he doesn’t shy away from imagery that toes the line of being too provocative. He focused more on what inspired him instead of trying to be offensive for the sake of getting attention.
“Didn’t want to show it to my grandmother, but my parents were fine with it,” Scrojo says with a laugh.
“We’ve had to ask him to put a Band-Aid over a nipple every now and then,” says Chris Goldsmith, president of Belly Up Tavern in Solana Beach, where Scrojo started out and hundreds of his posters currently line the walls.
Scrojo spent six weeks at Otis College of Art and Design for a summer semester before drugs, alcohol, and a self-described lack of discipline prevented him from enrolling full time. Still, he taught himself concepts like text hierarchy and later found his niche at the Belly Up and in the surfing and skating world, working with brands like Quiksilver, Rip Curl, Scorpion Bay, and DGK.
His first concert poster was for North County band Borracho y Loco, of which Goldsmith was bass guitarist. Scrojo drew an abstract version of the Belly Up’s iconic shark with colorful calypso and tiki themes.
Early on, he would craft using a pencil, pen, non-reproduction blue pencil, X-Acto knife, rubber knife, and proportion scale to create each poster, and the finished product could take a week or even longer.

“I recommend every artist coming up to do that for like six weeks,” Scrojo says. “It forces you to think about every design decision as you’re going along.”
He has since mastered vector imagery through Adobe Illustrator to the point where, depending on the level of detail needed, he could finish two projects in a day. Still, he fills sketchbook after sketchbook to blueprint.
“I liked his line in particular, and he knows how to draw, which a lot of people don’t really know how to do these days,” King says.
Scrojo would research what each musician’s merchandise looks like to get a feel for each artist’s tone and voice. Once he has his central image in mind, he focuses on what and where to place the text.
He doesn’t have one specific style, ranging his talents from art deco to psychedelic and everything in between (and outside the lines). Want a pop surrealist comic book cartoon devil with splattered paint textures, halftone dot patterns, and pure chaos? Red Hot Chili Peppers, February 1986. Want a minimalist graphic portrait with bold strokes and graffiti text? P!nk, October 2023. Want a carnival sideshow style piece with a tasteful caricature of Jeff Bridges? The Big Lebowski, August 2011.
Scrojo calls himself a jack of all trades because he can create posters for all music genres. King calls him a chameleon for his ability to adapt his voice to new eras.

“The variety of his skillset makes it possible for us to put 50 of his posters on a wall next to each other and have it look compelling, not just a bunch of the same thing over and over,” Goldsmith says.
Some of Scrojo’s favorite posters are when he feels a personal connection to the artist or the album. He has a vivid memory as a child of being trapped in a closet filled with marijuana leaves while playing hide and seek and staring at Jimmy Cliff’s “The Harder They Come” LP. “For whatever reason, as a kid, that sparked a desire to do graphic design,” Scrojo says.
Fast forward to February 2012, Cliff is performing at Belly Up. Scrojo decided to modify Cliff’s original album cover from rainbow gradient fills to classic reggae psychedelia while preserving Cliff’s striped pants and bold hat. Cliff’s manager called him and said they wanted to use it for the rest of their tour.
“We always get artists requesting that he does their posters,” Goldsmith says. “A lot of artists don’t want venues to go all rogue because they want to control how they’re being presented. With him, they’re like, ‘Let him go nuts.’”
Matt Eisenberg is an award-winning writer and photographer based in San Diego. A former ESPN editor, his work has also been published by CNN, Bleacher Report and the New York Daily News.
We found a handful of inspiring people who live in, and truly know, these 'hoods and asked them how they’d spend their time out and about
Growing up in Carlsbad, I never quite understood why people vacationed there. What, so you want to check out the field where I have soccer practice? Pay my orthodontist a visit? Carlsbad just felt like a town by the beach, no better or worse than any other in the country. It took going to college out of state for me to actually understand just how rare a place like Carlsbad is.
Thanksgiving break my freshman year, my first time coming home after three months in the Midwest, my shoulders dropped. I rolled down the windows and drove to lifeguard tower 37—the hangout magnet for Carlsbad’s youths (and, in the summer, tourists)—and the smells of the ocean woke me right up like smelling salts do. I finally got it.
Carlsbad isn’t just a stopover town on your way to something better. It is the destination. Travel + Leisure named Carlsbad one of the top 50 places around the world to travel in 2026. From the whole globe, the travel magazine picked my home. Sure, we’ve got the Flower Fields and Legoland—but now it’s the smaller ships and indier dreams that are giving it street-level character.
It’s not just Carlsbad, either. People have talked about the “North County bubble” for decades—a force field that prevents its residents from traveling south of the 56. It’s often used derogatorily, and it’s a fairly accurate burn.
For decades, living up in North County meant giving up on culture, or at least culture within close proximity. But now, the main expansion of San Diego culture is happening up north. Central San Diego restaurants have started taking notice and are expanding into the area—spurred no doubt by Oceanside’s food boom and the Jeune et Jolie–Campfire–Wildland–Lilo constellation in Carlsbad. City Heights burger joint Key & Cleaver opened a new spot in Oceanside; the owners of Parc Bistro-Brasserie in Bankers Hill opened Parc Lounge in Rancho Santa Fe. Possibly the strongest market indicator is that Sam Fox—one of the most successful restaurateurs west of the Rockies—has started focusing on North County for his concepts. In 2025, he opened both The Henry in Carlsbad and Culinary Dropout in Del Mar.
For the ultimate insider guide, we found a handful of inspiring people who live and create and truly know six North County neighborhoods—San Marcos, Escondido, Oceanside, Leucadia, Rancho Santa Fe, and Vista—and asked them how they’d spend a dream day out and about in their town.

San Marcos is in full renaissance mode. The biggest story is that the grand North City vision is starting to peek through the scaffolding. It’s essentially the North County Downtown that’s been written in the tea leaves and discussed whenever someone gets stuck in traffic at the 5/805 merge: a 200-acre, pedestrian-friendly, mixed-use face-changer that’s slated for 2,600 homes, 350,000 square feet of retail and restaurants, 250 hotel rooms, and about a million square feet of offices and labs. Its most recent manifestation is 222 North City—a 12-story residential tower with over 450 residences, rooftop garden, pool cabanas, art installations, and almost 20,000 square feet of ground-floor retail (Necessity Coffee, Buona Forchetta, Draft Republic, Milonga Empanadas, and a grocery store anchor on its way).
Which means Restaurant Row is no longer burdened with being the primary caregiver for the hungry or the socially inclined. Patricia Prado-Olmos has watched the city morph during her nearly three-decade tenure at CSUSM, having spent the past six years as the school’s chief community engagement officer. She also just announced her forthcoming retirement at the end of the 2026–2027 school year, so she’ll have even more time to haunt local haunts.
Those in the know call the university “Cal State StairMaster” from the Sisyphean amount of stairs on the hillside campus. So, any day at or around CSUSM should start with a homestyle carbo-load (biscuits and gravy) from Mama Kat’s.

“There’s something about this breakfast spot that immediately puts me in a good mood,” she says. Mama Kat’s is also known for its pie (strawberry-rhubarb), which is breakfast if you change your perspective.
After a few hours on campus—with a break to pet the university’s official therapy goldendoodle, Frank, who helps ease finals tremors or apprehension of on-campus stairs—Prado-Olmos will wander into North City, just steps away. She says the almond croissant and coffee at Christophe Rull Patisserie rival Parisian cafés: “It feels like the kind of place you’d stumble across in a much bigger city.”
Rull, a Michelin-trained pastry chef who’s done stints on Netflix (Bake Squad) and Food Network (Super Mega Cakes, Halloween Wars), opened his patisserie last fall. The hype hasn’t cooled off yet: Get there early because the crowds do.
Emma Veidt is an editor at San Diego Magazine. She earned her bachelor's and master's degrees from the Missouri School of Journalism. She loves running, hiking, and rock climbing, but really, she mostly loves encounters with the street cats around North Park.
New editor Emma Veidt gives an introduction and her ode to the once-sleepy, now slept-on North County
I am fairly sure they don’t let you graduate from Carlsbad High School without a W-2 from Legoland. Being a Legoland MC (Model Citizen, the employee’s moniker) is a rite of passage for all of us who grew up in North County. If you spent a day at the theme park in the 2010s, I probably pointed you toward the Granny Apple Fries or measured your height at a ride entrance.
And now we meet again. I can still point you to quality fries.
This is my first full issue as the new print editor for San Diego Magazine. But it’s not my first time here: I was an editorial intern for these pages back in 2018 (see photo). To be a part of a constant study of the city, its people, its culture, then finding the most compelling stories and bringing them to life—it was incredibly impactful and solidified my decision to pursue all of this (local, print magazine journalism) as a career. Since my internship, I’ve gotten my bachelor’s and master’s degrees from the Missouri School of Journalism and worked for nearly five years at Backpacker magazine. And I’m back at San Diego Magazine, baby. There’s a real magic to narrating the lives lived and dreams dreamt in the place that built me. I am excited to be a part of building the culture of where I’m from. And, born in Tri-City Medical Center and raised in Carlsbad, I can’t think of any other place than our North County issue for me to make my grand entrance as an editor.

To me, North County isn’t just where I’m from; it’s home. Throughout the years, I have run thousands of miles (I did the math) up and down the 101 between Oceanside and Cardiff. I’ve spent thousands of dollars (an estimation, too painful to do the actual math) on BRCs—beans, rice, and cheese burritos—from Lola’s, Juanita’s, and the late, great Pollos Maria.
The stretch of land between Camp Pendleton and the 56 is easy to love. We’re quieter and a little more zenned out than our lower-latitude neighbors, sure, but we’re neither sleepy nor boring.
Do you think Scrojo, the Belly Up’s punked-out poster artist featured on page 68, could last a day somewhere boring?
What I’ve always loved about North County is that the culture shifts every couple of miles as you reach a new town. For years, the media seemed to cast the realm above the merge as a two-toned monolith: sleepy surf towns to the west, suburbs and country living to the east. The nuance of each section seemed flattened or clumped. I think you’ll see the vastly different cultures of North County in this issue—but all distinctly San Diego. Which is to say a little mellower, fewer airs, come as you are.
It’s hard to imagine that the dusty trails and vibrant, muraled alleyways of Escondido are just miles from the barefoot surfers roaming Leucadia. Even though the SDM editorial staff is made up of two lifelong locals and other longtime residents, we don’t pretend to be the experts on every street. What a good city media company does is find the people who are experts, who have a unique hyper-local perspective—and give them the stage.
So we picked six North County neighborhoods—Oceanside, Vista, San Marcos, Leucadia, Rancho Santa Fe, and Escondido—and reached out to artists, community leaders, business owners, anyone making their neighborhood brighter, and we had them describe their perfect day out and favorite things that give their neighborhoods meaning and culture. These itinerary curators included San Marcos’ Patricia Prado-Olmos, Leucadia’s Jeff Schade, Oceanside’s Aaron Crossland, Escondido’s Suzanne Nicolaisen, Rancho Santa Fe’s Charo Garcia-Acevedo, and Vista’s Steve Glaudini. If there’s anyone who lives and breathes North County, it’s them. Check out their recommendations in our feature on page 56.
This month, we’re also going back in time almost 15 years to the Big Bay Boom. Yes, that meme-ified Fourth of July fireworks show where enough pyrotechnics for a 17-minute show went off at once over San Diego Bay. Content Chief Troy Johnson remembers the day and dug back through the story for a hilarious locals’ take on the big debate: Was it the worst fireworks show of all time, or the greatest? (Page 38.)
Before I leave you to our hard work, a sentimental note. When my parents moved from St. Louis to San Diego in the early ’90s, my mom subscribed to San Diego Magazine to learn about her new neighborhood. Now, over three decades later, I’m here—on this planet and in these pages. I thought about my parents a lot as we worked on this issue. Maybe there are a couple new San Diegans reading this magazine for the first time. Maybe that’s you.
Well then, to both of us, I say, “Welcome.” Let’s do this.
Emma Veidt is an editor at San Diego Magazine. She earned her bachelor's and master's degrees from the Missouri School of Journalism. She loves running, hiking, and rock climbing, but really, she mostly loves encounters with the street cats around North Park.
A customized memory-filled explosion gift box is a creative way to show someone you care
Finding a gift that feels truly personal can be surprisingly difficult. In a sea of generic options — flowers, gift cards, candles, and the like — Xplosion Box offers something more lasting: a customized keepsake built around the photos, messages, and memories that matter most.
Founded by Southern California entrepreneur Jay Vijay, Xplosion Box LLC creates fully customized explosion gift boxes that arrive professionally designed, printed, assembled, and ready to gift. Each box opens layer by layer to reveal personal photos, heartfelt messages, pull-out albums, origami-style photo pockets, and hidden notes, turning a simple gift into an emotional reveal.

The brand was built for people who want to give something meaningful without spending hours printing photos, cutting paper, folding cardstock, or assembling a DIY project. Customers simply choose a box, upload their favorite photos, add personal messages, and the Xplosion Box team transforms those details into a polished keepsake that feels thoughtful, personal, and beautifully made.
Xplosion Box offers personalized gift boxes for birthdays, anniversaries, weddings, graduations, Mother’s Day, Father’s Day, Valentine’s Day, Christmas, proposals, bridesmaid gifts, long-distance relationships, and thoughtful “just because” moments.

Customers can choose from flexible customization options starting at $27. The Mini Surprise Box includes 10 photos, three message cards, and one hidden secret note, while the Mega Surprise Box offers a fuller keepsake experience with 40 photos, three message cards, and one hidden secret note.
What sets Xplosion Box apart is its high level of customization combined with convenience. Filled with personal photos, custom text, decorative details, and layered surprises, each box gives customers the freedom to create a gift that feels one-of-a-kind — without having to make it themselves.
At its core, Xplosion Box helps people turn favorite photos, stories, and words into something tangible: a keepsake that can be opened, revisited, and remembered long after the occasion has passed. asion has passed.
Eighteen seconds, one unforgettable mistake, and a Fourth of July story that somehow gets better with age
There’s a famous video.
“This is insane!” the guy filming it seems to proclaim. “It’s the best fireworks show ever!” a companion confirms, inspiring a debate lasting over a decade.
All told, 7,000 fireworks exploded in the span of 25 seconds over San Diego Bay on July 4, 2012. A Michael Bay amount of unison. $125,000 worth of shells, cakes, Roman candles, and skyrockets had been placed on a barge—enough for 17 minutes of decorative sky flares—and…
Boom.
The sky looked like someone had set a giant Rorschach test on fire. Or as if whatever we all see in our Rorschachs—butterflies, clowns, tongue kissing, dads—was being electrocuted and lifted heavenward, amen. It was shocking how bright it was, how much it sizzled the local cosmos. Could’ve been one of those sci-fi films where a hole is ripped open between warring universes. But angstier, more metal—the work of some methy creator in a sleeveless concert tee.
The sound?
Lou Reed once released an entire album that contained 64 minutes of mindflaying guitar screeches and machine noises. No regular songs, just a fascinating amount of ear distress. His record label reps no doubt heard the melodic outro of their careers, but everyone else was in pain and stumped. That album still sounded better than the bay did that night. The bay sounded like a god who struggled with emotional regulation had blown his speakers and was working through the anger stage of AV grief.
In the left frame of the video, a middle-aged woman is attempting to drag her husband off by the hand. In no way does he want to go, possibly because he had missed the time Roseanne Barr sung the national anthem at a Padres game, simultaneously disemboweling and amusing America through the power of song. He would not willingly abandon an equally worthy San Diego trainwreck.
Another woman in the video appears to have just filled her beer, rushing to sit down for the show. She pauses mid-sit and returns to the full and upright position to properly bear witness. What was supposed to be prolonged entertainment has been so radically shortened that she will have to find another reason to drink. Lucky for her, drinking will be the only way to adequately process.
Locals remember the conspiracy theories. People wondered if the fuses had been tripped by a saboteur who was sympathetic to dogs, fish, or the growing suspicion that late-stage capitalism is a gorgeously branded but impossible dream sustained by remarkably efficient top-tier wealth retention and the soft compliance of fireworks-watchers who can no longer afford a house, a beer, or the personal impacts of human reproduction.
Speaking of being terrified of babies, babies were terrified. The children who witnessed it probably still can’t go near a candle store. But those kids will be tougher, perfectly scarred kids. They’ll write better songs.
That night helped us absolutely dominate the national news cycle. For a hot minute, we became America’s water-skiing squirrel. Now, years later, when you Google “fireworks gone wrong,” San Diego is always a top contender, along with that poor Nebraska family who nearly wiped out a couple generations in their front yard, their minivan somehow turning into a howitzer of recreational TNT.
There is still debate as to whether Big Bay Boom 2012 is the worst or greatest fireworks show of all time. But the advanced parts of civilization arrived at the truth as quickly as the women in the video did. It was undeniably amazing.
First of all, the point of Fourth of July fireworks isn’t “the intricate choreography of sky fire over a guaranteed amount of show time.” It’s about creating a vivid memory shared with some people you like, love, or would like to love.
BBB2012 used large-scale chemical fire to create the ultimate memory.
Sure, some people who iron their jeans subjected their family to a sermon about how San Diego managed to botch America’s birthday like a Disney princess-for-hire who smelled of quite a few Sauvignons.
The rest of us saw how perfectly it nailed the actual feeling of being an American. Because only a miniscule percentage of us bake postcard apple pies where every inch of crust is perfectly laminated like the wood in an Irish bar. Very few of us can paint on par with Picasso. The rest of us—despite truly believing in our America-activated abilities to achieve greatness in almost any field of our choosing—burn pies. We try to paint only to realize it looks like our fine motor skills have entered active death.
That’s why BBB2012 was the most perfectly American fireworks show ever: A wildly ambitious idea galvanized thousands upon thousands of people to both work on it and come to hold a beer and gawk at it, only to have it fail in the most glorious TMZ-level spectacle.
America isn’t about immaculate, storyless wins. It’s about how the framework of a country is solid enough that we can accidentally detonate our entire lives—a few times—and still probably be OK.
No one has America’d quite like San Diego did on that day. It was performance art. Lou Reed’s heart slow-clapped. Any brief municipal embarrassment quickly became a pride of our people. I can only hope the same for the Nebraskan yard family whose Dodge Aerostar became a hyperactive Death Star.
P.S. Local writer Maya Kroth compiled a quite great oral history of that night for Thrillist. The bottom lines for me were—it took nine months to prepare, no one was hurt, and even though the pyrotechnics company tried to zero out the bill, Big Bay Boom founder H. P. “Sandy” Purdon refused and paid them in full. This year will mark the 25th Anniversary of the yearly Big Bay Boom.
Troy Johnson is the magazine’s award-winning food writer and humorist, and a long-standing expert on Food Network. His work has been featured on NatGeo, Travel Channel, NPR, and in Food Matters, a textbook of the best American food writing.
From surprise revivals to changing dining habits, these are the shifts redefining the local culinary landscape
If absence makes hearts (and stomachs) grow fonder, then shuttered restaurants quickly become the hottest tickets in town—something a number of iconic institutions found out after taking very public hiatuses after historically long runs. For instance, following a lengthy (and extremely flip-floppy) closing process after 92 years in business, Las Cuatro Milpas reopened two blocks away in Mercado del Barrio. Similarly, Carlsbad butcher shop Tip Top Meats reopened in the same location (albeit a smaller space) after the death of founder Joachim “Big John” Haedrich in 2023. Finally, after a whopping decade out of business, Sami Ladeki and chef Alfie Szeprethy brought back Roppongi to its original Prospect Street space, where it was the talk of the town in the late ’90s. All came back under the same proprietors, so they weren’t third-party nostalgia-licensing deals. The algorithm may have ravaged our attention spans away from all but the newest and shiniest, but this proves there’s still hope for our collective prefrontal cortex.
Other local eateries honored their pasts by bringing in new perspectives. The Lion’s Share in Embarcadero, Milton’s Deli in Del Mar, Dudley’s Bakery in Santa Ysabel, and J-K’s Greek Cafe in La Mesa handed over the keys to new owners willing to take on a big task: maintain the soul of icons through particularly rough economic circumstances for restaurants, navigate big feelings from longtime regulars (who often don’t take kindly to change), and make some necessary changes to keep going for another few decades. Taking over a project in process can be a lot harder than starting from scratch. But building that feel-good nostalgia doesn’t happen overnight, so it sure helps to have a well-established playbook of success passed down from those who came before.

It wasn’t just restaurant groups from Los Angeles that decided to put down roots en masse, although San Diego saw plenty of LA transplants recently (Sugarfish, Mr. Charlie’s, For the Win, Katsuya Ko, Bacari). Global brands like Chef Fei, Zuma, and Pepper Lunch have locations of their own on the way, and upscale Canadian eatery Joey joined to the inescapable gravitational pull of Westfield UTC’s culinary cosmos for its first spot in America’s Finest City. Good to see the rest of the world is catching up with what we’ve been seeing the last few years—San Diego is a dining destination already on the rise.
Between the never-ending news cycle of doom and perimenopause brain fog, I’m at the stage in life where I’m more than happy to let someone else make a decision for me, especially when it comes to what’s for dinner. And based on the way a lot of menus look right now, I’m not alone. It seems like half the places I visit offer some version of a prix fixe, omakase, or tasting menu. Restaurants are embracing the curated experience to solve the problem of affordability (a fixed menu reduces food and labor costs, guarantees an acceptable check average, etc.) and critical thinking in one fell swoop. Omakase (meaning “I leave it up to you”) is far from a new concept in high-end Japanese sushi culture, but now that it’s popping up everywhere from coffee experiences to grab-and-go sushi and sandwiches, it’s gone from somewhat niche to nearly omnipresent.

The world got an up-close look at San Diego’s coffee industry when we hosted the premier specialty coffee expo World of Coffee for the first time this April. San Diego’s long and rich coffee history stretches back to the late 19th century. Things percolated fairly quietly for around a century before really picking up steam. Today, there are nearly 200 specialty roasters and cafes across the county, with many earning national accolades like the Good Food Award (Steady State Roasting, 2020; Bird Rock Coffee Roasters, 2023, 2021, 2019, 2017, 2016), Roaster of the Year by Roast Magazine (Mostra Coffee, 2020; Bird Rock Coffee Roasters, 2012), and the Specialty Coffee Association Coffee Design Award for packaging (Rikka Fika, 2026). Now that we’ve moved past the comically insufferable coffee snob era of the early 2000s, even java newbies can feel comfortable walking into pretty much any coffee shop in San Diego, asking questions, trying a few things, and feeling confident they’re going to get great service and a great beverage.
Beth Demmon is an award-winning writer and podcaster whose work regularly appears in national outlets and San Diego Magazine. Her first book, The Beer Lover's Guide to Cider, is now available. Find out more on bethdemmon.com.
It’s a Self-Care Summer. Because your best self is our favorite self.
If you’re anything like us, it can be easy to get so caught up in taking care of everyone else, that your own needs get lost in the ether. But while this may be a cliché, that doesn’t make it any less true: You can’t give your best self to other people unless you’re taking care of yourself.
Sometimes, that looks like stopping in for your regular acupuncture or chiropractic appointment. Other days, it means giving your body the fresh, organic fuel it needs to truly feel and function at its best. And some other times still, it involves leaving your responsibilities behind for a weekend to pamper yourself at an incredible resort and spa.
Only you can decide what your truly need. We’re just here to help you find the best ways to get it.

Island living meets desert luxury at the Tommy Bahama Miramonte Resort & Spa in Indian Wells. When you step onto the 11-acre property, you’ll be surrounded by sweeping view of the Santa Rosa Mountains with olive trees and fragrant citrus groves decorating the grounds. In other words, everything about this relaxed but refined resort is primed to help you let go of the stress from home and enjoy easy sun-soaked days and gorgeous starry nights.
The rooms blend calming, woven textures with Tommy Bahama’s signature tropical prints and feature private lanais, making it easy unwind the moment you walk in the door. If you book one of the four Villa Suites, you’ll be treated to exclusive Tommy Bahama furniture and unique personal touches to further that feeling of instant ease.
At the award-winning Spa Rosa, the expert team will help reset and recharge your body and mind using methods and rituals inspired by the desert. The 12,000-square-foot retreat includes outdoor soaking pools, eucalyptus steam rooms, and outdoor cabanas, as well as massages, facials, and body masks—all aimed at creating a day dedicated to you. We’re particularly partial to the Day Long Escape, an indulgent all-day affair of CDBs soaks, renewing scrubs, life changing massages, and transformative facials.
Following your treatment, continue the experience with a meal on the patio at Grapefruit Basil. We love the Hamachi Crudo, a light, citrus-forward dish featuring premium yellowtail, house-made ponzu, creamy avocado, and fresh seasonal garnishes.
Whether you’re strolling the gardens, relaxing beside its saltwater pools, or indulging in a restorative treatment, you’ll be able to escape in style and relax in luxury at the Tommy Bahama Miramonte Resort & Spa.

There’s no shortage of ways to stay active in San Diego—but if you really want to enjoy everything the city has to offer, you’ve got to make sure you’re giving your body its tune-ups. Enter: Healcove Chiropractic. The board-certified chiropractors and wellness professionals at Healcove are experts at addressing that stage where you’re not injured, exactly, but you’re not at 100%, either. Maybe you’re feeling a bit tense or stressed out. Or it could be that you’re not quite moving the way you want to. Sometimes, it’s just that the accumulation of days, weeks, or even years of daily strain is starting to take a toll. No matter what stage you find yourself at, the Healcove Chiropractic team can provide integrated, preventative care centered on long-term, science-backed approaches that ensure you can always stay active and live the life you want to live pain-free.
This starts by providing truly individualized care. Every patient can expect a thorough 60-minute consultation session that includes a posture and movement screening. This allows the team to develop a completely personalized plan. That plan might include chiropractic care, acupuncture, or massage therapy, as well as functional fitness training, vibration and sound therapy, and Dynamic Neuromuscular Stabilization, a clinical rehabilitation method that retrains the body’s stabilization systems. Whatever the team recommends, you can be sure that it’s tailored to meeting your body’s needs today and the future.
There’s a reason that San Diego Magazine named Healcove the “Best Chiropractor in San Diego”—don’t wait until you’re struggling with an injury to find out why. Book an appointment today for holistic, integrated care that helps ground and heal your body before it reaches a crisis point.

West Coast wellness culture meets the community feel of Southern Appalachia at Juice Holler. Juice Holler’s menu consists of made-to-order smoothies and smoothie bowls, as well as grab-and-go cold-pressed juices, wellness shots, salads, and more. It operates from the blissfully simple premise that fueling up with food and drink that’s guilt-free and good your body should be simple, accessible, and, above all else, delicious. And if you haven’t yet made it out to the Encinitas café, which opened just this year, let us be the first to tell you: Juice Holler delivers on each and every of these fronts.
We love the Supercharger smoothie, a mood-lifting and body-fueling option made with banana, almond butter, blue spirulina, maca, grass-fed whey protein, raw cacao nibs, medjool dates, and coconut milk. We’re also partial to the Thrive Alive smoothie bowl, where avocado, mango, sea moss, spirulina, mint, coconut milk, and agave are mixed and topped with coconut, chia seeds, strawberry, mango, and chocolate drizzle. The wellness shots include the Detoxifier, a cleansing blend of kale, cucumber, lemon and spirulina, plus a shot specially designed to fight inflammation (named, fittingly, Anti-Inflammation). Probiotic overnight oats, lemon turmeric bars, and strawberry shortcake chia pudding are other standouts on the grab-and-go menu.
Much of the vibe feels beachy North County chic—think green tile with orange and pink accents, grounded with greenery and natural wood—but Juice Holler founder Kelly Sergott, a longtime Encinitas local, has also enfused the space with her Kentucky roots. In Appalachia, a holler is small valley between hills and mountains, where nature reigns, community is king, and nourishment comes right from the land. At Juice Holler, Sergott has created a holler for the busy modern times, using local ingredients to create a spot for people to come together and enjoy fresh, fast, feel-good fuel for their day.

We’ve all had that experience with a medical professional where we’ve felt rushed, ignored, or misunderstood—and ultimately, like we didn’t get the answers that we needed. But at Everwell, the holistic acupuncture practice located in Solana Beach, the care team wants to transform your understanding of what healthcare can look like.
Patients at Everwell experience care rooted in intentional listening and radical empathy—and trust us, those aren’t just corporate buzzwords. This place actually puts those ideas into practice. You will always be given the time you need to tell your story— initial in-take appointments are two hours long—and you can rest assured that your story will be believed. Every single question and concern will be addressed by a dedicated practitioner who wants to find the specific solutions that work best for you, and you’ll receive care that’s aimed at healing the body, mind, and spirit.
Everwell’s highly trained, doctorate-level practitioners blend evidence-based acupuncture with the practice of classical Chinese medicine. (If you’ve never tried acupuncture before or aren’t sure if the team will be a fit, we’d highly recommended Everwell’s complimentary 20-minute consultations.) Research shows that by stimulating specific points on the body, acupuncture activates a natural healing response in the body, helping to restore balance, regulate the nervous system, and improve overall wellbeing. This allows the practice to address an incredibly wide range of conditions from chronic pain and autoimmune disorders to digestive issues, from stress and burnout to headaches migraines, fertility and postpartum struggles, hormonal imbalances, sleep concerns and more.
At Everwell, you can expect to feel heard, trusted, respected, and cared for. This is a space that doesn’t want to be just another healthcare provider you visit; it wants to provide patients with dedicated partner who will be there for their entire health journey.