Every great business began as a great idea. After all, a thriving brand is merely a cultural desire being properly met, and SD is home to plenty of big-time players giving the people what they want. Who knew that making cool sunglasses at a reasonable price could bring in big bucks? Or that switching from wood to metal could be the beginning of a golf empire?
Our city’s companies have innovated and disrupted their way to the top in all kinds of sectors, some that are no-brainers (SD is, after all, biotech’s ground zero) and others that may take you by surprise (turns out sweat-proof sleepwear is in high demand). Here are some big ideas powering industry in San Diego.
Courtesy of Illumina
Illumina
DNA is the Rosetta Stone of us, and untangling it is a massive industry. Launched in 1998, Illumina is a leader in plug-and-play gene-sequencing tech, with products that help researchers fight cancer and find faster answers for disease. Breakthroughs like “semiconductor sequencing” are complicated stuff, but important. And lucrative.
TaylorMade
In 1979, Gary Adams created a golf club called the Pittsburgh Persimmon—the first golf driver with a head made of stainless steel instead of wood. (Pittsburgh is the city of steel, and persimmon is the wood old-timey golf clubs were made of.) It radically altered the game. Drives went farther, players felt mightier, scores got better, and TaylorMade became a household name.
Veyo
Each year, about 3.6 million people in the US miss doctor’s appointments because they can’t get a ride. A lift in an ambulance costs about $2,800 in San Diego. Veyo decided to apply the Uber model to non-emergency medical transportation, charging a dollar a ride. Their drivers get trained in CPR, HIPAA guidelines, and ADA requirements. Acquired by MTM in 2022, the company has a new HQ in La Jolla Square.
Business runs on collaboration. Digital collaboration. But we still have a natural fear of tech, so the software’s gotta be dynamic, efficient, and incredibly easy to use for borderline Luddites (thus why Canva is a $40 billion company). The ultimate no-brainer productivity and collaboration software has been one of the holy grails of the digital age, and San Diego’s ClickUp is a frontrunner. Since 2017, more than 300 massive global companies (including our very own Padres) have swooned over their teamsy flow.
Started in 1988 by three friends (including a former equipment manager for the LA Rams), Upper Deck premium-ized the trading card experience. Compared to baseball cards of the ’70s and ’80s, theirs used higher-quality card stock with incredibly crisp photos that seemed almost 3D (their “diamond-cut” technology). They were also the first to patent an autograph-authentication process (forgeries are big, bad business). Upper Deck won the MLB contract in 1989, the NFL in 1990, the rest after that. They built a massive house of cards in Carlsbad, then expanded into games and experiences. Time to raid grandpa’s attic for any unopened packs.
Courtesy of Carvin Audio
Carvin Corporation
A good amount of America’s electric guitars are made by a family in Carmel Mountain Ranch. Lowell Kiesel created Carvin in 1946, and now the third gen of Kiesels runs it, expanding into audio gear like amps, pedals, and in-ear monitors (the tech that lets musicians hear themselves on stage). Weirdo rock legend Frank Zappa (a San Diego kid who attended Grossmont College and Mission Bay High) used Carvins. A decade ago, the family launched a spinoff, Kiesel Guitars.
Luxury sunnies brands go for high markups, when, in reality, almost all sunglasses—department store or liquor store—are made from the same plastic in the same warehouse. Adam “Ace” Moyer called BS on that arbitrary profit margin, launching Knockaround Sunglasses in 2005 with an eye for creativity, authenticity, and, most importantly, affordability. What they lost on markup, they gained in sheer sales. Knockaround is about to truly take off after recently inking deals with both the NFL and NHL.
Courtesy of Abcepta
Abcepta
Ask the layest of laypeople what industries San Diego is known for, and they’ll say “biotech.” It’s our big deal. One of the main raw materials for biotech is antibodies. Abcepta is one of the country’s leading developers of antibodies for drug development and academic labs. They focus on major research areas, including cancer, metabolic disorders, cardiovascular health, neuroscience, and stem cell therapies.
Courtesy of Reef
Reef
Argentine brothers Fernando and Santiago Aguerre founded their casual sandal company in 1984, focusing primarily on surf culture. They sold to Rockport in 2018 (for a reported $139 million), and, since then, the Carlsbad-based company has taken off by broadening product lines to include shoes, slippers, and the like. Keep an eye on their Encinitas store, which is the start of a massive retail expansion.
Courtesy of AleSmith Brewing Company
AleSmith Brewing Company
AleSmith Brewing Company makes great beer, but so do a lot of brewers. Arguably, the big move that cemented them in the San Diego market came in 2014 with their Pale Ale .394. A collaboration with the family of late Padres legend Tony Gwynn, the beer is named after his highest batting average. A portion of proceeds go to the Tony and Alicia Gwynn Foundation.
Courtesy of Salty Crew
Salty Crew
Ocean-centric culture has sustained many San Diego brands through the years, from Rusty and Matuse to Saint Archer Brewing (RIP). Salty Crew was started in 2014 by brothers Jared and Hayden Lane and their friends Milo Myers and CJ Hobgood (a pro surfer). Their t-shirts are in seemingly every surf shop and on every back now. Their goal was to get kids into the water—“Salty” stands for “salvaging a lifestyle for tomorrow’s youth.” Australian surf and skate firm Globe International now owns 50 percent.
Courtesy of Cool-jams
Cool-jams
What if there was no cool side of the pillow because both sides stayed chilly? Anita Mahaffey’s deep struggle with sleep motivated her to establish Cool-jams in 2007. Humans sweat when we slumber. Her pillows and sleepwear are made of an innovative microfiber fabric that pulls that moisture away from the skin, disperses it faster across a greater surface, and conducts airflow for evaporation, equaling sweet dreams and dreamy profits.
Chris Birchy was a beach bum bartender, professional painter, branding agency creative, and highly successful online gambler. Then he started toying with the idea for an organic, sustainable sunscreen. When both his parents were diagnosed with skin cancer, it became a calling. He created COOLA Suncare in his garage in 2007, replacing potentially harmful ingredients (like parabens) with plant cells. COOLA now has a massive facility in Oceanside.
September is San Diego’s unofficial second summer—the crowds thin, the weather stays warm, and the city’s calendar somehow gets even busier. This month brings stadium-sized rock shows, Broadway’s buzziest comedy, a new anime convention, world-premiere theater, gallery openings, food festivals, and the first signs of spooky season. Whether you’re ready to lean into fall or determined to keep summer going, here are the best things to do in San Diego this September.
As Guns N’ Roses storm into decade five, their appetite for destruction persists. During their Snapdragon Stadium concert, hear the hard rock anthems, new material and a set from The Black Crowes.
9/23
Kehlani is proof that the romance and earnest sensuality of old-school R&B will never go out of style. Hear her take it back to the aughts at Viejas Arena.
From the silver screen to The Old Globe stage, John Carney will Begin Again (again) with a world premiere musical adaptation featuring new songs—courtesy of Train—and a story overflowing with hope.
9/12-10/17
The concept of work is a guiding principle for San Diego native and multidisciplinary creative noé olivas. Observe his community-informed approach via Tierra y Cielo (Earth and Sky) at Best Practice Gallery.
9/18-10/25
Two workers grapple with the weight of their roles at a temporary migrant shelter in Mario Vega’s world premiere play Our Lady of the San Diego Convention Center, set for citywide performances.
9/26-2/28/2027
Luminous visions of peace and the Punjabi-American roots of Rupinder Kaloti inform The Gathering, a wondrous unification of family foretold via paintings at Oceanside Museum of Art.
9/29-10/4
It’s Mary Todd Lincoln’s world and we’re just living in it. See the presidential paramour barrel to her way to stardom at the Civic Theatre during Oh, Mary!, Cole Escola’s political spoof.
Courtesy of SeaWorld
More Fun Things to Do in San Diego This Month
9/5 & 9/6
Pros and Con(vention)s: Anime San Diego will debut at the San Diego Convention Center with cosplayers, panels and more than 400 vendors well-versed in Japanese animation.
9/11-10/31
Scaredy cats beware: SeaWorld San Diego’s Howl-O-Scream embraces frights forged in darkness. Enjoy an ominous lineup of live shows, scare zones and bloody bars ahead of Halloween.
9/12
The best parts of Artivál and the Alley Cat Art Walk have united for the free Alley Cat Art Fest, an all-day outing for live music and immersive artwork in Downtown El Cajon.
9/12 & 9/13
Take a Grecian vacation for a fraction of the price during the annual Cardiff Greek Festival, two days of immersive cuisine and culture—with plenty of dancing—on the Encinitas coast.
9/13-9/20
Step away from the stove! The California Restaurant Association has eight days of eating experiences with your name on it. During San Diego Restaurant Week, explore by meal, neighborhood or cuisine for your personal dining plan.
9/16
Nourish yourself with an all-inclusive spread of Pacific Beach eats and locally-crafted artwork during the HeArt of PB Restaurant Walk on Garnet Avenue.
9/19
When it comes to stand-up comedy, Chelsea Handler is always ready to roast. See Handler tell anecdotes and skewer an assemblage of victims during her Balboa Theatre performance.
Ryan Hardison is a freelance arts and entertainment writer and recent graduate of San Diego State. When he's not staring at his laptop, he's likely eating an adobada burrito or getting sunburnt at the beach.
A Rare Look Inside Callaway Golf’s San Diego Test Center
The Ely Callaway Performance Center is where tour-level fittings, cutting-edge technology, and golf equipment you can’t buy yet all come together
Courtesy of Ely Callaway Performance Center
By Tina Mickelson
“Come test something.”
Those are quite possibly my three favorite words in the English language—all due respect to “I love you” or the highly underrated “you were right.”
I’ve been a PGA Golf Professional since 1994, and yes, full bias disclosure, a Callaway Golf Ambassador for 18 years. One of the bonuses that comes with that combo is access to the Ely Callaway Performance Center—a place so exclusive it gives “velvet rope” vibes.
Originally opened in 2006 as a highly functional (yet not exactly breathtaking) test facility, the ECPC got a serious glow-up in 2018 when Gil Hanse (along with partner Geoff Shackelford) turned it into what can only be described as a fully engineered golf playground. Hanse is no stranger to golf course renovations. In 2024, he completed an extensive redesign of the Omni La Costa North Course in Carlsbad, so it could host the NCAA Division 1 Golf Championships. He also worked on acclaimed courses like Winged Foot, Merion Golf Club, and Oakmont Country Club.
In just two months, it went from a standard test center and R&D lab to a fully dialed-in golf playground.
Courtesy of Ely Callaway Performance Center
What was once purely practical is now intentionally designed to be both precise and inspiring. The targets are staggered with purpose—forcing creative shot-making while also calling you out on your actual distances (no more “that’s my 150-yard club … ish”).
Add a massive hitting area, bunkers and greens that mimic real on-course conditions, a “Himalayas” putting green (named for its roller-coaster undulations), an upgraded indoor putting lab, and a 120-decibel sound system blasting a very golf-appropriate playlist, and suddenly it’s a rare blend of high-performance testing facility and “don’t mind if I stay here all day” energy. Since this isn’t exactly open to the public, SDM asked me to take you behind the curtain.
As the iron gates part, it feels less like arriving at a practice facility and more like being granted backstage access at a rock concert—if the bandmembers were made entirely of launch monitors and perfectly manicured turf.
There are no mats. No guessing. No “I think that one felt good?” Just conditions that mirror exactly what tour players see in competition. Because when you’re testing equipment at this level, accuracy isn’t a bonus—it’s the whole point.
Even the sand matters. Different textures. Different densities. Because bunkers have personalities, too, and they are often unfriendly. And the golf balls? Brand. New. Not the usual “these have seen some things” range balls. New balls mean consistent spin, truer trajectory, and no surprises. The older a golf ball gets—and the more it’s been baked in the sun, scuffed, or generally lived a full and complicated life—the less reliable it becomes. Think of it like this: fresh ball, predictable performance; old range ball, slight chaos with a side of mystery.
I’m escorted to my personal hitting bay—basically a pop-up shaded oasis stocked with enough equipment to make a gear junkie weak in the knees. Shafts in every weight and profile imaginable. Heads lined up like they’re waiting to be drafted by their favorite team.
Courtesy of Ely Callaway Performance Center
Toptracer technology was patiently waiting to track every one of my swings, each shot instantly delivering ball speed, launch, spin, carry distance, and dispersion (a polite way of saying consistency, or lack thereof), so there’s no guessing—just data telling the truth, whether I like it or not.
We start with irons. Different heads, different feels, different results. When I miss a shot, the ball tends to leak right, so we check lie angle. A quick adjustment—2 degrees upright—and suddenly the clubface is consistently square at impact like it remembered its job. Effort level: down. Ball flight: improved. Confidence: creeping back.
Next we look at the different shaft options—because nothing says “fun afternoon” like realizing a higher kick point can change your entire golf identity. Shaft flex (how much the shaft bends during your swing) helps determine whether you get more height and distance or more control, while kick point (where the shaft bends the most) influences your ball flight—lower kick point for higher launch, higher kick point for a flatter, more penetrating shot. In other words, one small tweak and suddenly you’re hitting shots you’d normally only describe later, slightly exaggerated, over a glass of wine.
Then we move through the bag: hybrids, fairway woods, drivers, wedges. It’s a full rotation of “try this,” “now try this,” and “okay wait … THAT one.”
And yes—the new Quantum driver and fairway woods made an appearance. Without getting too deep in the weeds, they’re faster, more forgiving, and smarter (thanks to AI face mapping) than previous models. Translation: Even your mishits are now slightly less embarrassing. And they were not the only things getting tested. My patience was under attack because the driver and woods would not be available to the public for a good three months.
Courtesy of Ely Callaway Performance Center
Watching the fitting team work is like watching a Formula 1 pit crew. Clubs are swapped in seconds. Shafts tightened, adjusted, replaced. One minute you’re swinging something that seems “fine,” and the next, you’re holding a club that feels like it is a part of your DNA.
Then there’s the putter fitting. Drivers are physics. Putters are therapy. Inside the putting lab, sensors track everything—tempo, face angle, path—things you didn’t even know could be measured. Within minutes, my data politely informs me that my putter face is slightly closed at impact. Not shocking, but also not ideal.
A few quick adjustments—different head (with a bit more weight at the toe to discourage the face swinging closed at impact), shorter shaft (so I feel more over the ball, which helps my eyeline)—and suddenly the ball starts rolling exactly where I’m aimed.
Same stroke. Same golfer. Completely different outcome. If only the rest of life worked like that.
And then there’s the part that feels slightly classified. The ECPC isn’t “just” a performance center—it’s also where future equipment lives before the public even knows it exists. I’ve been there when certain clubs were basically under surveillance. Not “don’t touch,” but more “please keep phones in your pocket.”
It’s golf’s version of Area 51. Except instead of aliens, it’s drivers that won’t hit shelves for another year—and like I mentioned, waiting is not my strong suit.
Getting to test the newest equipment isn’t just a perk—it’s part of the job. It’s what allows me to stand in front of students and say, “I’ve tried it. I know what works and what doesn’t. And more importantly, I know why.” And if I happen to sprint to my car every time the phone rings and someone says, “Come test something” … well, that’s just professional courtesy.
Callaway isn’t the only place to get your swing analyzed and clubs fitted. You can stroll into big retail spots like The Golf Mart or Golf Galaxy, book a next-level session at a dedicated studio like Club Champion or True Spec Golf, test brand-specific gear at various manufacturing companies (many located in Carlsbad), or even combine a lesson and a fitting at GOLFTEC. And let’s not forget your local golf course, where fittings happen on actual turf, on a driving range you have some history with—many times with the golf professional who is familiar with your swing so they can give you valuable input. With this many options, there’s really no excuse, other than pride, to keep blaming your clubs.
San Diego has always worshipped at the altar of good skin. Equal parts surf town, biotech hub, and wellness capital, it’s a city where lunch breaks become beach walks and sunscreen sits beside car keys by the front door. The products that get used here earn their place. With 266 sunny days a year and one of the highest rates of skin cancer in the country, we take skincare seriously. Dr. Bronner’s has been making soap in North County since the 1960s. Sun Bum was born in Encinitas and is now on shelves in over 70 countries. The tradition runs deep.
“Living in San Diego means your skin is exposed to sun almost every day of the year,” says Sue Zhang, M.D., a San Diego physician specializing in aesthetic medicine. “The products that tend to succeed here are the ones that can keep up with daily life, UV exposure, sweat, and movement, while still supporting long-term skin health.”
From a mineral powder that solves the sunscreen-over-makeup problem to an acorn oil serum rooted in Indigenous plant medicine, the local San Diego shelf is more diverse, and comprehensive, than most of us realize.
Courtesy of Kopari
Kopari
Sun Shield Body Glow SPF
A hydrating gel-oil hybrid that applies like a body treatment and leaves skin with a sheen that reads as healthy rather than oily. La Jolla–founded Kopari built its reputation on cold-pressed coconut oil sourced from family farms in the Philippines, and the Sun Shield Body Glow SPF is exactly that in summer form: coverage that doubles as skincare.
4-Skin
Morning Rub
The name is intentional. The founder got a basal cell carcinoma diagnosis that his dermatologist caught—she’s now his business partner. The question he couldn’t shake was why the skincare industry hadn’t yet figured out how to talk to men, and 4-Skin is the answer: a premium sunscreen and skincare line built around the kind of blunt, self-aware humor that gets guys to pay attention. Men’s skincare has needed this for a long time, and the formulas are serious enough to deliver.
Courtesy of Coola
Coola
Classic Face Sunscreen SPF 50
Carlsbad-based Coola was formulating organic SPF before “clean sunscreen” was a marketing category, and the Classic Face Sunscreen is the brand’s thesis: protection that disappears into skin and layers cleanly under makeup. Sheer and lightly hydrating, it makes sunscreen easy to reapply before an afternoon walk at Torrey Pines.
Saffron and Sage
Glow Finishing Oil
Squalane, argan, jojoba, and CoQ10: a short ingredient list that does a lot. The Glow Finishing Oil from Mission Hills wellness sanctuary Saffron and Sage is plant-based, scientifically grounded, and formulated to absorb rather than sit on the skin. The brand started as an integrative health practice where acupuncture, naturopathic care, and functional medicine share a roof, and the skincare line runs on the same philosophy.
Courtesy of Alastin
Alastin
Restorative Skin Complex with TriHex+
The Restorative Skin Complex is powered by TriHex+, a patented peptide blend developed by Carlsbad-based Alastin’s team of SkinMedica veterans. It promises to clear out damaged collagen and elastin while supporting new production, the kind of gradual improvement that makes a product hard to quit.
Beldi is a multi-functional cleansing tradition rooted in Moroccan hammam culture, dating back over 12 centuries. Alia Jouj is the brand’s flagship product, and San Diego–based founder Dr. Mia Chae Reddy built a brand around it. Alia Jouj uses 100 percent organic, cold-pressed argan oil and the same ancient saponification method to produce a honey-thick liquid cleanser that softens skin without stripping it.
Courtesy of N8iV Beauty
N8iV Beauty
Móyla Moon Polish
Acorn oil has been used by California’s Indigenous communities as plant medicine for generations. Ruth-Ann Thorn, an enrolled member of the Rincon Band of Luiseño Indians, built N8iV around it as the first Native American–owned skincare brand to reach the national mainstream. The Móyla Moon Polish, named for the Luiseño word for moon, is an exfoliant centered on acorn oil Thorn gathers herself each year from the La Jolla reservation. Find it at the Gaslamp Quarter store Thorn owns at the historic Yuma Building.
Courtesy of Colorescience
Colorescience
Sunforgettable Total Protection Brush-On Shield SPF 50
This product solved the reapplication problem. As a brush applicator, this mineral SPF goes over makeup without disturbing it, which is why it has been on derm-office retail shelves in Carlsbad and beyond for over two decades. The tinted version doubles as foundation.
Courtesy of Tubby Todd
Tubby Todd
All Over Ointment
This steroid-free, petroleum-free eczema treatment was built specifically for babies and toddlers (although grown-ups can use it, too). It’s centered on FDA-approved 1 percent colloidal oatmeal with a base of sunflower seed oil, beeswax, and jojoba. The “linoleic-acid-rich sunflower oil is helpful for atopic, eczema-prone skin that is often deficient in that fatty acid,” says Dr. Zhang. Gentle enough for newborns, safe for daily use, and tested by both pediatricians and dermatologists.
Korej
The Mandelic Night Serum
The Mandelic Night Serum pairs mandelic acid, an AHA derived from almonds and gentler than glycolic acid on sensitive skin, with lactic acid, niacinamide, and urea to brighten, smooth texture, and reduce breakouts overnight. Fragrance-free, vegan, cruelty-free. The brand name is the initials of the founder’s five daughters, pronounced like courage. Dr. Zhang also says she “really value[s] [the founder’s] mission to create pregnancy-safe skincare products that are both effective and wallet-friendly.”
Ingrid Yang, M.D., J.D. is a hospital-based physician in San Diego, CA, certified yoga therapist, and longevity specialist. She loves *double hearts* San Diego and spends her days helping people fully engage in long, healthy lives through evidence-based lifestyle medicine. Her books include Adaptive Yoga, Zen Mindfulness, and Hatha Yoga Asanas. When she’s not leading international wellness retreats, she is chasing sunsets, handstanding in nature, or geeking out over mitochondria.
Kelly H. Harfouche, founder of KQ Aesthetic Society, knows firsthand that cosmetic treatments like fillers, neurotoxins, and microneedling, can not only enhance a person’s appearance and restore confidence, they have the power to truly change a person’s life. An expert injector has the ability to tailor treatments to each individual patient’s anatomy and goals for personalized results. Harfouche, a board-certified nurse practitioner, has spent nearly a decade perfecting her craft as an aesthetic injector and integrating her multifaceted artistic skills with precision patient care. Her commitment to continual education and training, plus a passion for helping people look—and feel—their best, set KQ Aesthetic Society apart in a sea of local medspas.
For many people considering nonsurgical treatments, the intent is to look refreshed and refined. KQ Aesthetic Society’s philosophy eschews a cookie cutter approach that bases treatments around units, instead working to understand each person’s unique goals, then curating a treatment plan to fit that vision. Harfouche focuses on “inclusive luxury,” the belief that everyone deserves access to aesthetic treatments, respective of budget restrictions. She develops long-standing trusted relationships with her patients, and works with each one to achieve their aesthetic objectives and address the underlying causes of their concerns.
“For me, forming an honest and open relationship with every patient who walks through the door is essential. This means understanding them on a deeper level and meeting them where they are to define and achieve their individual goals,” she says.
Drawing on her artistic background, which inspired her transition into medical aesthetics, Harfouche sees each client as a “unique canvas.” Rather than relying on standardized procedures, the practitioner’s distinctive approach combines her profound understanding of the physiological and anatomical changes associated with aging with an unwavering commitment to ongoing education about the newest products and their mechanisms of action. Her goal is to make each patient feel beautiful in their own skin and to embrace their individuality.
She has also pioneered a way to combine her talent for aesthetic artistry with her philanthropic nature. Harfouche is one of only a handful of providers using dermal fillers to treat patients with lip asymmetry and scarring resulting from cleft lip surgery. Patients travel from around the country for this transformative treatment, noting increased confidence and a restored identity. She hopes to eventually launch a training program to help fill the void in this space.
“My passion has always been connecting with people and giving back in any capacity that I can,” she says. In the rapidly advancing landscape of aesthetic medicine, you can place your confidence in Harfouche and KQ Aesthetic Society to deliver exceptional care. To learn more or book a consultation, please visit kqaestheticsociety.com.
How Scrojo Became One of Rock’s Most Prolific Poster Artists
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
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.
Courtesy of Scrojo
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.
Courtesy of Scrojo
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.
Courtesy of Scrojo
“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.
Courtesy of Scrojo
“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.
Before, during, and after the Fourth of July, San Diegans can commemorate America’s 250th anniversary with an abundance of stars, stripes and local celebrations. America The Beautiful: 250 at The Rady Shell and Lamb’s Players Theatre’s revival of American Rhythm will look back at the many songs which define our country. Liberty Station’s Anchored in Freedom celebration and the Independence Day Carnival offer community-centered fun and loads of family-friendly activities. And who can possibly forget the Big Bay Boom, which will resume its reign over San Diego Bay as the state’s biggest fireworks show. Outside of the holiday festivities, this week brings the yearly return of Little Italy’s Summer Sera and the Athenaeum Summer Festival, as well as a slate of championship matches for All Elite Wrestling.
Sip on refreshing beverages and savor a panoramic rooftop view this Friday from 6-8 p.m. during the 21-plus Sunset & Spritz at Margaritaville Hotel San Diego Gaslamp Quarter’s 5 O’Clock Somewhere Bar. There will be a live DJ (until 9 p.m.), appetizers, pool and cabana access, a photo booth, and a cash bar (until 11 p.m.). To accentuate the summer theme, guests are invited to dress in white, pink, and orange attire. Tickets are $29 and come with a welcome aperol spritz.
616 J Street, Gaslamp
The 250 Grand Tasting Menu at Amaya
July 3 & 4
Bring a patriotic palette to the Fairmont Grand Del Mar for The 250 Grand Tasting Menu at Amaya this Friday and Saturday from 5-8:30 p.m. Patrons will be treated to a five-course tasting menu, curated to exhibit a selection of standout regional flavors and culinary concepts that have shaped our country’s distinct food heritage. The meal will also include beverage pairings with each course, such as wine, cocktails, and artisanal drinks. Reservations are $330 per person (with tax and 20% gratuity) on OpenTable.
Don Toliver thrives at being the life of the party (and the “After Party”). His fifth album Octane, released in February, is indicative of his thrill-seeking nature. As with his earlier releases, Octane sees Toliver operating in the space between hip-hop and R&B, with warbling vocals and blaring beats that are best heard at a high volume. This Tuesday at 7:30 p.m., Toliver will play at Pechanga Arena, with rappers SoFaygo, Chase B and SahBabii—who had a guest verse on Octane standout “K9”—as special guests. Tickets start at $156 for this concert.
What makes musicals like Wicked, Cats, Chicago, and Jersey Boys so timeless is the legion of excellent songs that makes fans out of those who’ve never even watched the show. This Friday at 7:30 p.m. during Blockbuster Broadway! at The Rady Shell, conductor Evan Roider, the San Diego Symphony Orchestra, and veteran vocalists Alex Getlin, Jessica Hendy, Scott Coulter, and John Boswell (also on piano) will perform an all-star theater soundtrack. In addition to the shows named above, audiences can expect songs from A Chorus Line, The Phantom of the Opera, Annie,and more. Tickets range from $57 to $129 for this concert.
222 Marina Park Way, Embarcadero
America The Beautiful: 250 at The Rady Shell
July 4
One night after recognizing the brilliance of Broadway, The Rady Shell will ring in the United States’ landmark anniversary with America The Beautiful: 250 this Saturday at 7:30 p.m. Conductor Byron Stripling, joined by a five-performer ensemble and the San Diego Symphony Orchestra, will lead a night of ballads that best resemble the red, white, and blue, including songs sourced from the Great American Songbook. After the show, concertgoers are invited to watch the nearby Big Bay Boom from their seats. Tickets range from $71 to $139 for this concert.
222 Marina Park Way, Embarcadero
Athenaeum Summer Festival at Athenaeum Music & Arts Library
Ryan Hardison is a freelance arts and entertainment writer and recent graduate of San Diego State. When he's not staring at his laptop, he's likely eating an adobada burrito or getting sunburnt at the beach.
AVRP Studios’ tradition for Design Excellence and Innovation began in 1976 with Doug Austin, FAIA, in Solana Beach, California. The firm has since grown to complete major projects throughout the United States and Canada. We think of ourselves as a family and we care deeply about people. We want to inspire, help make their lives richer and more complete through our efforts. We believe that architecture is one of the most important art forms because of the impact it can have on the lives of those it touches. We’re delighted to have been recognized with over 150 awards for design excellence.
703 16th Street, Suite 200, San Diego, California 92101 | 619-704-2700 | avrpstudios.com
