The November Project began in Boston as an experiment to get people moving during the winter months. Since its inception in November 2011 (hence the name), the grassroots workout has expanded to 15 cities. The San Diego branch, or “tribe,” launched last October with just five attendees. Now, about 40 to 50 mostly twenty-somethings show up every Wednesday at 6:30 a.m. at Kate Sessions Park in Pacific Beach. Creating the free workouts—which typically include running, planks, squats, etc.—are Lauren Padula, Jessica Craik, and Ashleigh Voychick, former college roommates. Their goal is to get people out of their treadmill funks and back to interacting with others (Warning: There will be hugs from strangers).
Rub some dirt on it. Walk it off. Be a man. The tropes and reasons for men ignoring their health and doing preventive care are many, reinforced by action heroes and generational norms. As a result, compared to American women, American men live an average of five years less, seek healthcare treatment half as often, and die by suicide nearly four times more often.
Many national campaigns have tried to change this. This year’s “Relax Your Tight End” ad from Novartis during the Super Bowl—in which NFL legends advocated for early prostate cancer screenings—was a high-profile example. Meanwhile, in San Diego, Evan Miller seems to have figured it out.
Miller founded Gameday Men’s Health in 2018 as a small clinic in Carlsbad. The idea was to create a space men would actually want to spend time in. So he built Gameday to feel more like a sports bar or a man cave—snacks, sports on oversized, high-def flat screens in the waiting room. He personalized the care for each client, made the experience more casual, and, above all, efficient. If the wait for payoff is too long, Miller says, men won’t show up for their health.
“We need to feel better quick,” he says. “So that’s where the real hook with Gameday is: It’s fast; it works quick.”
The idea has worked. Big time.
Gameday now has 430 locations spread across 46 US states and parts of Canada, with hundreds more set to open over the next three years.
Prior to Gameday, Miller—who has a Ph.D. in clinical psychology—ran Akua Mind Body, an addiction treatment center in Newport Beach. After selling the center, Miller says he searched for a new way to help his community.
He drew from his behavioral health training and dispiriting past experiences with “sketchy” men’s clinics, albeit with a slightly different concept at first.
Courtesy of Gameday Men’s Health
“My original idea for Gameday, funny enough, was men’s group therapy,” Miller says. “I wanted to put it in this ‘man cave’ environment because I knew guys wouldn’t show up otherwise.”
Initially envisioned as safe spaces to encourage men to open up emotionally, Miller pivoted to a more clinical approach with an athletic design that personally appealed to him. Soon, it evolved into a one-stop shop of compounded medication treatments for weight loss plans, hair loss treatments, anti-aging injections, sexual wellness strategies, and testosterone replacement therapy. The hotly debated trend of peptides—mini amino acid proteins that the FDA has yet to approve—has become a popular feature.
New patients undergo in-clinic assessments for testosterone and prostate levels with the goal of producing test results in just a quarter of an hour. “Our philosophy with our treatments is we only do what the research supports,” Miller says.
An Orange County native, Miller found Carlsbad to be a natural headquarters. He found a much bigger market in coastal North County of men seeking a boost—both in their marriages and their overall livelihoods. The pandemic proved to be a watershed moment, with front-yard gyms and outdoor, highly visible exercise sparking a wave of self-care. According to Cleveland Clinic, after the pandemic, about 20 percent of men started to exercise more and eat healthier, with a quarter of men reporting they scheduled more sleep and spent more time with family.
“When Covid happened, [suddenly] everyone looked in the mirror and was like, ‘I need to take care of my health; I have to do everything possible to get in shape,’” Miller says.
Two years after Gameday first began, Miller opened a second clinic in Temecula, followed by locations in Laguna Beach and Newport. Demand kept coming, so they started franchising in 2023. They sold 1,000 licenses in the first year. By 2025, they had over 400 clinics across the country.
When asked about the rapid growth, Miller cites the feedback he received along the way: “People were so excited about men’s health, cash-pay medicine, and not having to wait for insurance. They understood the model. It was for guys; it felt like ESPN meets healthcare.”
Now Miller says Gameday is starting to map out a global expansion—to Europe, Latin America, and the Middle East. Since the company first cultivated a following, Miller says there have been persistent questions about whether Gameday would ever expand its focus to include women. Their answer: Her Way.
“We only offer a very narrow menu, almost like In-N-Out Burger, because we stay in our lane, we do it really, really well, and we gain trust that way,” Miller says. “So we created the Her Way model to do the same thing for women [that] we’ve done with men.”
Her Way Health & Hormones launched in 2024 in clinics with more neutral and calming décor. With locations in Carlsbad and Mission Valley, it will officially start franchising this summer. Miller seems incapable of thinking small and expects around 1,000 Her Way locations to open nationwide within a few years.
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.
Just south of Lake Hodges near 4S Ranch and Poway, Rancho Bernardo is a suburban community that blends residential neighborhoods with industrial pockets, elevated by a decidedly diverse food scene.
Over 60 years ago, this North County neighborhood was once part of a family ranch. Since that time, big tech companies have taken up residence here, including Amazon, Sony Electronics, Oura Ring, HP, Teradata, and ASML. Rancho Bernardo Inn serves as a community hub, with locals frequently meeting at the hotel’s restaurants, golf course, and spa.
Whether it’s work or a round of golf that brings you to Rancho Bernardo, we’ve taken care of the agenda planning with our guide to the area’s best restaurants, activities, and shops.
Courtesy of Avant Restaurant
Rancho Bernardo Restaurants, Bars, and Coffee Shops
Avant
Sample ingredients plucked straight from Rancho Bernardo Inn’s onsite garden and served at their signature restaurant Avant. One of the neighborhood’s most upscale dining options, they serve a French-inspired menu with nods to California, including many seafood options. Don’t miss their more casual sister restaurant Veranda for al fresco dining.
Wood-fired pizzas and handmade pastas are standouts at The Kitchen, Bernardo Winery’s counter-service restaurant specializing in Sicilian flavors. Charcuterie boards and bruschetta make for great starters or snacks while wine tasting.
13330 Paseo Del Verano Norte
Bushfire Kitchen
Fast-casual and family-owned eatery Bushfire Kitchen recently opened a location in Rancho Bernardo, serving sandwiches, bowls, salads, burgers, protein plates, and housemade empanadas. Bushfire prepares comfort food with healthy ingredients, and offers plenty of vegetarian and vegan options.
11962 Bernardo Plaza Drive, Suite 110
The Cork & Craft
Some might call The Cork & Craft an overachiever. This gastropub has an in-house craft brewery and winery: Abnormal Beer and Wine. The more, the merrier. Their sushi menu is definitely worth exploring, but don’t miss other specialties like garlic noodles, chicken wings, and pork belly.
16990 Via Tazon
Courtesy of Carvers Steaks & Chops
Carvers Steaks & Chops
You don’t have to leave Rancho Bernardo to get a white tablecloth steakhouse experience. Carvers Steaks & Chops has prime rib (their best seller), filet, ribeye, porterhouse, New York strip, and other cuts, served alongside crab-stuffed mushrooms, wedge salad, French onion soup, potato skins, and other steakhouse specialties.
1940 Bernardo Plaza Drive
Burma Place
This no-frills Burmese restaurant is known for its traditional tea leaf salad that’s topped with sesame and sunflower seeds, garlic chips, peanuts, tomatoes, jalapeños, fried yellow beans, and fermented green tea leaf dressing. Tucked into a nondescript strip mall, Burma Place is a great takeout option when you want to eat garlic noodles, fried rice, chicken curry, and samosas from the comfort of your couch.
16719 Bernardo Center Drive, Suite A
Phở Ca Dao
Find authentic Vietnamese cuisine at Phở Ca Dao, including favorites like phở noodle soup, vermicelli noodles, broken rice dishes, and spring rolls. One of eight locations throughout San Diego, this family-owned chain uses robot servers for food delivery.
11808 Rancho Bernardo Road, Suite 100
The Kebab Shop
It’s all about the sauce at fast-casual Mediterranean restaurant The Kebab Shop. Smothering your chicken shawarma, gyro, or falafels in garlic yogurt, cilantro jalapeno, fire chili, and dill yogurt sauce is practically a rite of passage. The hardest part is deciding whether to order a wrap, bowl, or salad.
11980 Bernardo Plaza Drive
Casa Lahori
Get a taste of South Asian flavors at Casa Lahori, a Pakistani restaurant noted for its grilled meat kabobs. Other best-selling dishes include beef nihari, chicken biryani, and shahi paneer— best enjoyed with naan bread.
11975 Bernardo Plaza Drive
Kangnam Korean BBQ
Grill your own meat on the tabletop at Kangnam Korean BBQ, an interactive, all-you-can-eat experience that’s well-suited for large groups. Marinated beef bulgogi, grilled galbi short ribs, and spicy pork are served alongside traditional banchan dishes like kimchi, japchae glass noodles, and flavorful stews. Weekday lunch specials provide a nice discount on these filling meals.
11828 Rancho Bernardo Road, Suite 117–119
Courtesy of Curry & More Indian Bistro
Curry & More Indian Bistro
Dig in to your favorite curries and kebabs at Curry & More Indian Bistro. Most entrees are served with a choice of two side dishes, including basmati rice, potatoes with cumin, daal, naan, or mixed greens. Help offset the spice with one of their sweet mango or strawberry lassi drinks.
Kai Oliver-Kurtin is a San Diego-based writer who covers travel, dining, events, and culture. Her writing has been published in USA Today, Condé Nast Traveler, Fodor's Travel, Marie Claire, and HuffPost, among others.
At the top of a golf swing, the world settles into a hush. Anyone within 50 yards kindly shuts up in reverence. Steady heartbeats tuck inside the sound of the wind. Time stands still.
Or—panic sets in, a thousand warnings from coaches and YouTube tutorials prattle through your brainpan. You wonder if a good walk prepares to be ruined.
On descent, the club rearranges air particles as it slices on a perfect or unwise line toward an earth so green, it seems like AI. The iron face meets the ball, and the satisfying or unsettling thwack echoes across the fairway like a nonviolent gunshot or a cry for help. Breath catches, curse words load in the prefrontal cortex. Eyes squint to follow the hard-to-see projectile zip majestically through the air or bounce lamely along the ground like a failed hurdler.
Sometimes it goes a couple hundred yards in the right direction, other times a couple yards into uncaring swamps. Golf’s beautiful and hard as hell.
Mindfulness and stillness reign over speed and might—which goes against most basal American instincts regarding sport. Its quiet, serene mocking of our human abilities is what brings so many of us to the life-long process of sharpening the skill. Because who hasn’t stared at the most beautiful parks and lawns in the world and said, “How can I turn this into a game and win it?”
Luckily, San Diego has an abundance of courses to improve and curate self-doubt. The county is home to over 70 courses that attract the top golfers in the country. Some of the biggest names in the sport—Callaway, TaylorMade, Cobra, Titleist, Odyssey, Honma—are based here. Perfect weather never hurts. But San Diego golf courses also promise a smorgasbord of terrains: rocky canyons, hot deserts, and lush greens overlooking the expanse of the Pacific Ocean.
If you could take the 1,300-ish holes around San Diego and pick the very best ones to create your ultimate course, which would they be? We asked some of the top golf pros in the county to do just that. The result? San Diego’s Dream 18. Think fantasy football but for golf.
Just like any great course, our Dream 18 includes four par 3s, 10 par 4s, and four par 5s—everything from tricky dog legs and psychological tee shots to just pretty, pretty views. Once we had our list, we either asked the head golf pro what makes a hole so special, or other pros spoke on its behalf. Go ahead, tell us what we missed.
“One of the most iconic par 3s on the West Coast. The cliffside setting above the Pacific and the constant ocean breeze make it both beautiful and demanding.”
—Anthony Valverde, Director of Golf, The Crosby Club atRancho Santa Fe
“It’s a downhill par 3 over water with a great view from the tee down to the green. It’s surrounded by bunkers as well, so it almost feels like an island green even though it’s not. What’s really cool is once you drive to the next hole, if you look back on No. 14, it’s a great view as well. One of the signature holes [at Santaluz].”
“Hole 15 is widely considered one of the best and most memorable holes on the course. At about 250 yards, it’s a long downhill with multiple tiers and panoramic views into the valley. It looks intimidating at first, but there are lots of recovery contours and the green is fairly large.”
“While it’s beautiful with the backdrop of the Batiquitos Lagoon and the Pacific Ocean, this finishing hole demands both precision and nerve. The water guarding the right side and fairway bunkers ahead create a visually striking, strategic tee shot, while the expansive green rewards a confident, well-placed approach. If you can make a par on this hole, you’ve played it very well.”
“The 18th hole at Del Mar CC is a demanding par 4 with an elevated tee box. Water guards the right side of the green, and a player must hit a precise shot into this green.”
“It’s a difficult 428-yard par 4 playing into the predominant west wind. The hole is post-renovation and the vegetation was trimmed back, so now it exposes a penalty on the right. It’s uncomfy at the tee but a good challenge. Plus, it’s the No. 1 handicap for [all players].”
—Chris Lungo, Head Golf Pro, Rancho Santa Fe Golf Club
Lili Kim is a content coordinator and writer for San Diego Magazine, with experience highlighting local businesses and communities. When not writing or shooting film, she is likely brewing her seventh cup of tea of the day or strolling along Sunset Cliffs.
Implementing a farm-to-table model hardly deserves acknowledgement these days. It’s not a stretch. It’s not innovative. “It’s the bare f**king minimum,” says Herb & Sea‘s executive chef Aidan Owens.
When I arrive at the Encinitas restaurant, I’m ready to talk sustainability, farm-to-table stuff, with Owens. “Did you see the chin on that?” he says of the extra big jiggly chin on the sheephead that just arrived with the day’s fresh catch. I did. It was Jay Leno adjacent.
I learn quickly that he somehow oozes both charm and stone-cold honesty. Maybe he could construct a new dish with chin goo, like he did when he had a bunch of tuna scraps and voila’d it into a smooth and crowd-pleasing ‘nduja. “I want to know what’s in there,” he says.
Courtesy of Herb & Sea
The instinct to look closer, to dig into what others might discard, says a lot about the chef’s approach. I guide him back to our topic, but he has something else on his mind. “We’re overcomplicating food—what happened to just cooking good food and having fun with it?”
Owens grew up on a farm in Byron Bay, Australia, where sustainability wasn’t a concept you chat about so much as a way of life. Think dirt roads, backyard chickens, pulling vegetables straight from the ground, and a mother who believed that if you couldn’t pronounce the ingredients on a package, you shouldn’t eat what was inside.
Food wasn’t precious or performative. Making it was what you did because you were hungry and that’s still what inspires Owens today. “I like to cook good food because I like to eat good food,” he says.
His approach to sustainability at Herb & Sea began so naturally that it felt just like instinct. “I was just like, ‘Let’s order food from the people who live and work here,’” he says.
Courtesy of Herb & Sea
And why wouldn’t he when lives in San Diego? Cities all over the world vie for our goods. Our tuna is sent overseas. Our spiny lobsters hit dinner plates in China and Japan. Not to mention California’s producing a third of the country’s vegetables and three-quarters of its fruits and nuts.
“Why would we outsource when it’s all here?” Owens asks.
Sustainability, in this context, is about cooking what exists in abundance, nearby, right now. “I love the local fish here. It’s f**king delicious and San Diego citrus, I mean, it is so f**ing good,” he says.
Instead of importing ingredients, Owens also looks for nearby alternatives. “You can find really cool things in the local waters,” he says, pointing out that stingray cheeks taste similar to scallops.
Courtesy of Herb & Sea
Whatever he finds in that sheephead chin might just be the next substitute for marrow. But to make this work, it means getting diners amped up about the slightly unfamiliar.
Tasting menus, where diners are completely in his hands, become an opportunity to gently push boundaries. “I’ll serve mackerel, because people think they hate it,” Owens says, noting that the abundant local fish can have some fishiness. “But when it’s fresh, it’s arguably one of the best fish in the ocean.”
He also tweaks the language on the menu so people might feel more compelled to give dishes a try without preconceived notions. He might use “lengua” instead of “tongue.” “Whelk” instead of “snail.” When he puts “stingray throat” on the menu, he disarmingly calls it “skate.”
To reduce waste, scraps aren’t always discarded but rather turned into something new. Sometimes they’re smoked, cured or fermented. Apples going bad turn into apple ponzu. Lemons turn to marmalade, which stretches their usefulness far beyond peak season. “And it’s super tasty on our pizza,” he says.
What makes the food even richer, is the relationships he’s built with farmers. Though it didn’t always feel natural, Owens sought personal connection first. He recalls approaching a fisherman at the Tuna Harbor Dockside Market. “I was awkward,” he says. “I went up to him and said, ‘I like your fish.’”
Owen’s is now so close to his suppliers—like fishermen Ryan Sebo and Joe Daly—that he gets texted pictures of fresh catches right as they flop on the boat. The messages always ask if he wants first dibs. “I say yes to a lot of fish,” Owens says, noting that Herb & Sea can go through 2,000 pounds of seafood a week.
Courtesy of Herb & Sea
The next evolution of sustainability, in his view, will be chefs working directly with producers such as his alliance with Sebo, cutting out middlemen and purveyors where possible. “It will put more money in the pockets of the people doing the work,” he says.
It will mean that chefs can’t just know their local farmers and producers, but they’ll choose to work with the ones who have the best practices. Dining and sustainability will become much less about the final plate. “It will be more about the impact that plate has on the Earth,” he says.
Ultimately, he believes sustainability doesn’t need to be loud. It doesn’t need hashtags. It just needs to be honest.
“We aren’t saving lives. We’re feeding people good food,” he says.
And yet, in feeding people well—simply, thoughtfully, responsibly—something meaningful happens. Guests leave satisfied. Ingredients are respected. Local ecosystems are supported and food returns to what it has always been at its core: nourishment, pleasure, and a quiet reflection of the place it comes from.
A ’90s pop hit is blasting as I drive up to Solana Beach to go dancing. I’m dressed in the millennial nightlife uniform: black tee, cute jeans, heels. It is 6:30 p.m. on a Tuesday. The dance party starts soon. I’ll be home by 10 p.m. at the latest. I may even catch an episode of Summer House.
I am acutely aware of my age in this moment. I haven’t willingly chosen the club life since my 20s and early 30s. Yet here I am, transported back to 2014 with a few more wrinkles, a lot more ibuprofen, and a touch of “pandemic stole this from me” in my pocket.
A few days earlier, a friend texted to suggest we go to a concert the upcoming weekend. “I can’t, I’m already tired on Friday,” I replied. At 42, two glasses of cabernet bend my space-time equilibrium. A hard sneeze risks a sprained neck. Did I mention the perimenopausal night sweats yet?
I arrive at the Belly Up at 7 p.m. Wilson Phillips comes on the stereo, and I sing-shout the lyrics before stepping out of the car.
Someday, somebody’s gonna make you want to turn around and say goodbye | Until then, baby, are you gonna let ’em hold you down and make you cry?
Tonight’s event is billed as “the dance party that starts earlier.” Surprisingly, I’m not the oldest person in the room. A 60-something man shoulder bops to the DJ set. A Gen X woman shimmies by and snaps photos of the glow-stick-spinning raver on stage. Few are drinking.
Started by two North County locals, Amal Chandaria (32) and Max Gold (37), Earlier is a dance party for older adults who want a club experience without the sleep-deprived, hungover physical toll. Running 6:30 to 10 p.m., attendees get home at a reasonable hour for a full night’s sleep.
Early is part of a national trend: the green-juice-ifying of party culture. Americans aren’t going out as much as they used to. They’re drinking less, and 10 p.m. has become the new 2 a.m. Wellness as a lifestyle concept is old hat, and each generation manifests itself in different forms (fitness booms in the ’80s, organic food in the 2000s).
According to a 2024 survey by consulting firm McKinsey & Company, the US wellness market now exceeds $500 billion annually, up from roughly $300–$350 billion a decade ago. More striking than the spend: Wellness as a top priority has surged from about 42 percent in 2020 to more than 80 percent today.
The timing makes sense. Studies show Covid led to long-term shifts in lifestyle patterns. We all began to reassess our lives and made some existential changes—like 6 p.m. soberish dance parties. In a recent Gallup poll, only 54 percent of US adults reported drinking alcohol, the lowest level in about 30 years. Conversations around longevity turned “treat yourself” into “invest in yourself.”
The downer of any wellness trend, though, has been the “can’t” philosophy—can’t eat that cake, can’t sip that marg, can’t binge that show. What if we could do health stuff and still dance and not totally suck the joy out of life? That’s what people like Chandaria and Gold are banking on.
Last year when they attended Atomic Groove—a variety dance band from 5–8 p.m. most Fridays at Belly Up—it sparked an idea. “People want to be healthy and active, and they don’t want to compromise on that by not feeling rested,” says Gold. “I thought, ‘I bet if we’re feeling this way, other people are looking for something like this, too.’”
He was right. Nearly 200 people showed up to the pair’s first dance party last July. Tonight’s crowd is nearing that number again. Among them is Cardiff-by-the-Sea resident and second-time attendee Lauren Marley.
“If you do one thing for yourself—and it means that you don’t have to be completely exhausted and wrecked for all the stuff you have to do the next morning—it’s great,” she says.
Though EDM isn’t quite my thing (give me some stank-face hip-hop from the 2000s), it’s clear from the number of return attendees that Chandaria and Gold have filled a need, one that isn’t just in famously health-forward cities like San Diego.
In DC, Dancing on the Waterfront occurs every Saturday from 5–9 p.m. while Extended Play DC wraps up at 10 p.m. Philly has Matinee Dance Party (5–10 p.m.). New York City finally chooses to sleep, with Friday Feeling and Matinee Social Club both ending at 10 p.m. Last year, Day Shift, geared toward those over 30, debuted at Bloom Nightclub in San Diego.
In Chicago, Earlybirds Club was founded in 2023 by high school friends Laura Baginski and Susie Lee. About 100 people showed up to the sold-out “dance party for ladies who got shit to do in the morning.” Two years later, Earlybirds Club is now held in nearly 60 cities and regions across the US.
“It’s an outlet that [middle-aged women] don’t get in our everyday life,” says Baginski, who also recently appeared on the Kelly Clarkson Show to share their story. “It’s movement and dance. We’ve learned now that it’s really essential to being a happy person.”
Admittedly, it’s a bit harder to be happy when I walk into the Music Box for Earlybirds’ event in San Diego. War’s about to start, protests are the new social gathering, and the economy is gaslighting me into believing salads should cost $18.
But soon the club is a sea of 700 people wanting to dance their asses off. Any negative emotions quickly begin to disappear. Tonight’s music features hits from the ’80s, ’90s, and 2000s: Madonna, Britney, Christina, 50 Cent, Ludacris.
Shuffling past the bar to the already-crowded dance floor, my heartbeat quickens. Pure, unadulterated joy is oozing in this place.
“The whole club was women’s bathroom culture,” said returning attendee and San Marcos resident Beth Avant, 50. “[You get to] freely dance, not care about what you’re wearing, you’re not trying to really impress people.” Soon Whitney Houston’s golden pipes set the room on fire, arms raise, smile lines deepen, and for a few hours, nothing else matters.
Oh, I wanna dance with somebody / I wanna feel the heat of somebody
While Baginski continues to run the operation, Lee lost her battle with stage IV metastatic breast cancer in August of last year. Honoring her memory at each event are words from Lee herself: “Sing f**king loud, dance like nobody gives a shit, and remember who the f**k you are.”
And who we are are sleepy people. If this new wellness era really takes off, imagine the possibilities. Dinner dates at 5 p.m., the Super Bowl at 2 p.m. EST, Justin Bieber headlining Coachella at 7 p.m. Until then, you’ll find me in bed shooting down plans past 8 p.m.
Nicolle Monico is an award-winning writer and the director of creative projects, digital editor for San Diego Magazine with more than 16 years of experience in media including Outside Run, JustLuxe and The San Francisco Chronicle.
Craftsmans and Spanish Revivalists and mid-century modernists—why does San Diego have so many different architectural styles? What makes a home distinctly San Diego? What are the trends shaping the look of the city’s neighborhoods for years to come? We asked the experts: architects and designers honoring the past, crafting the present, and radically altering the future of San Diego living. They opened their portfolios, shared points of view, and treated us to snapshots of their latest work that speaks to the ideas they’re playing with. The result? Six trends, design choices, and a proposal to make local homes unique. Grab a lemonade and get a little inspo for your own place.
Outdoor comfort goes to 11 with climate-controlled architecture
“Clients are now reaching for comfortable outdoor spaces that can be controlled for subtle shifts in the environment—heated covered porches, or patios with controlled louvered ceilings with integrated fans, lighting, heaters, and adjustable light.” –Mark Morris, Oasis Architecture & Design
“I think outdoor spaces in San Diego can be as useful or even more useful than indoor spaces. Relating to the site, view, [and] neighborhood can bring so much value and richness to a home.” –Bill Bocken, Bill Bocken Architecture & Interior Design
Photo Credit: Lauren Taylor Creative
Trend 2: End of the Farmhouse Era, Finally
The death of Little House on the Coast and the rise of warmth and organic materials
“After years of modern farmhouses—black windows, white houses, and gray walls and floors—natural tones are coming back. We are seeing a return to organic textures and more saturated color. Homes feel layered rather than stark.” –Susan Wintersteen, Savvy Interiors
“There’s a move toward homes that feel like every element has a purpose. I see a strong desire for warmth and natural stone, wood, organic textures with softer transitions, and materials that age well.” –Jen Pinto, Jackson Design & Remodeling
Designers’ plea: Don’t ditch beautiful bones for trend whimsy
“I would like to see even more architectural integrity, fewer quick flips, and more thoughtful renovations that respect proportion, scale, and context. San Diego deserves homes that feel timeless, not transactional.” –Susan Wintersteen, Savvy Interiors
“We want to see people respecting the original character of their homes while re-imagining them for modern life, rather than erasing character in favor of quick transformations that look ‘cookie-cutter.’” –John Kavan, Jackson Design & Remodeling
Trend 4: We’re Designing to Stay Awhile
San Diego’s design market is maturing in place
“Homeowners are staying in their homes longer—some 15 or 20 years. That has shifted design away from trend-driven choices and toward architecturally driven spaces that are functional, cohesive, timeless, and designed to support daily life over decades.” –Jen Pinto, Jackson Design & Remodeling
Photo Credit: Brooke Brady
Trend 5: This Is Not Spicoli’s House
We probably don’t need a starfish next to our “Beach That Way” sign
“There’s a noticeable move away from literal ‘coastal themes’ and toward more layered, textural environments. San Diego homes today often feel cleaner, more architectural, and more personal.” –Julie Crosby, designer
“Today, the aesthetic is more refined but still rooted in ease. It is coastal without being cliché and modern without being cold. The throughline is light, air, and a relaxed sophistication that reflects how people actually live here.” –Susan Wintersteen, Savvy Interiors
Trend 6: The House Outside Your House
Outdoor square footage as equally valuable as interior space
“When you can live outdoors most of the year, architecture and interiors must support that. Large format doors, layered patios, durable materials, and seamless flooring transitions all stem from lifestyle.” –Susan Wintersteen, Savvy Interiors
“Nearly everyone wants to take advantage of the constant sunshine, so we see a huge desire for indoor-outdoor living, light and airy fabrics, organic materials that bring the feeling of nature into the home, and a desire to incorporate a relaxed, coastal lifestyle into everyday living.” –Lilli Fish, LS Design Studio
Lili Kim is a content coordinator and writer for San Diego Magazine, with experience highlighting local businesses and communities. When not writing or shooting film, she is likely brewing her seventh cup of tea of the day or strolling along Sunset Cliffs.
Torch Heroes: Why San Diego’s Most Trusted Businesses Win by Doing the Right Thing
In a world overflowing with shortcuts, marketing fluff, and “good enough,” there are still companies that choose a different answer. And in San Diego, there are plenty of them.
2025-Torch-SD-09131839 (2)
In a world overflowing with shortcuts, marketing fluff, and “good enough,” there are still companies that choose a different answer.
Integrity guides how they show up every day. They make hard decisions, hold themselves accountable, and build trust the old-fashioned way, one action at a time. At the Better Business Bureau, we call these businesses Torch Heroes: leaders who demonstrate that ethical leadership strengthens businesses and drives long-term success.
And in San Diego, there are plenty of them.
Take House Collective Marketing Solutions, a Carlsbad-based digital agency that won the 2025 Torch Award for Ethics for its people-first approach to marketing. Instead of pushing flashy campaigns, the team often takes a step back to make sure clients’ foundations are strong before going big. Their philosophy? Truth over transaction builds partnerships that last.
Or look at Young Black & N’ Business, where integrity shows up through community action. When a local school lost art funding, founder Roosevelt Williams III and his team stepped in with workshops, mentorship, and hands-on support to help restore creative opportunity. That kind of engagement reflects ethical leadership rooted in real impact.
And in Vista, Lotus Sustainables carried its commitment to ethics all the way to the product line. After discovering defects in a shipment of eco-friendly products, the company issued full refunds and redesigned its offerings at its own expense, a choice that shaped its identity and reinforced to customers that ethics guide every decision.
In North County, Greenway Landscape Design & Build brings integrity into everyday service. When a client’s glass was damaged, likely not by their crew, owner Scott Lawn chose responsibility over blame and covered the repair personally. For Greenway, doing the right thing serves as a north star, guiding every interaction through transparent pricing, accountable partnerships, proactive communication, and follow-through long after the job is done.
Other honorees include At Your Home Familycare, whose leadership turned down a lucrative state contract during the pandemic to protect vulnerable clients and staff, and Bill Howe Family of Companies, where hiring practices, training, and service centers around shared values, every day, on every call.
What connects these diverse businesses, from marketing to nonprofit support to home services, isn’t size, industry, or revenue. It’s something deeper: a commitment to trust as a business strategy.
In San Diego’s competitive marketplace, that trust gives companies an edge. Clients invest in relationships. They refer friends. They stay loyal when others fade.
As one Torch Award winner puts it, integrity isn’t a section in the employee handbook. It’s the operating system of the company, the invisible code that determines every choice, every day.
And that’s exactly the point of the BBB Torch Awards for Ethics: to spotlight companies that dispel the myth that ethics and success are at odds. These businesses show that when leaders choose honesty, fairness, and accountability, especially when it’s hard, they build brands that matter.
At BBB, we see nominations come in from clients, employees, and business partners who have witnessed ethical leadership up close. These submissions aren’t polished promotions. They’re stories of moments when a company chose people over profit, clarity over confusion, and trust over convenience.
The nomination window for the 2026 Torch Awards for Ethics is open through March 31, 2026, and there are more Torch Heroes waiting to be recognized.
Who comes to mind in San Diego’s business community?
A vendor who always delivers — and always explains why.
A competitor who chooses the high road even when shortcuts tempt.
A team within your own company whose day-in, day-out choices reflect deep character.
And yes, businesses can nominate themselves. We encourage it. If you’ve built your business on principles rather than buzzwords, we want to hear your story.
Because in a world full of noise, integrity still deserves the spotlight, and San Diego is full of stories worth telling. Nominate your hero now.
