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Everything SD NOVEMBER 29, 2023

San Diego Mag’s Top 10 Most-Read Articles in 2023

The very best articles coming out of our 75th year, as chosen by readers

San Diego Mag’s Top 10 Most-Read Articles in 2023
Photo Credit: Matt Furman

This year was a milestone for us. We celebrated our 75th birthday, introduced the inaugural Del Mar Wine + Food Festival, partied with readers at our SDM events, debuted a fully revamped website, and covered some of the best stories coming out of our very fine—and very newly minted “most-expensive city in the nation“—home. What an honor.

To celebrate all that 2023 has brought us, we’re taking a look back at some of your favorite stories by our editors and contributors. Here are SDM‘s top 10 most-read articles from this year:

Appetizer from San Diego Magazine Best Restaurants 2023 winner Callie featuring a baked appetizer topped with veggies
Photo Credit: Eric Wolfinger

1: San Diego’s Best Restaurants, 2023

We asked, you answered. And the votes poured in like good, crisp hard kombucha on a sunny San Diego day. Here’s the best of the best in the food world, according to you (and us).

Image from San Diego Magazine article focused on San Diego County Fair food featuring a cinnamon roll food truck owner
Courtesy of the San Diego County Fair

2: 10 Wild, Weird, Damn Good Eats at the SD County Fair

By Troy Johnson

Y’all are weird. And we like it. When we put out a list of the wildest foods to try at this year’s county fair, you grabbed your stretchy pants, coastered up the 5, and chowed down on Hot Cheeto sandwiches and mermaid floats like the youthful folks you are.

Image from San Diego Magazine article focused on the best liquor store sandwiches in San Diego

3: The Best Liquor Store Sandwiches in San Diego

By Emily Blackwood

Forget national chains and sub shops—you devoured our list of local markets with delis inside. From heroes to hoagies, San Diegans proved that they’re just as obsessed with sandwiches as everyone’s favorite pal, Joey Tribbiani.

Image from San Diego Magazine article focused on the renovated Lafayette Hotel in North Park
Photo Credit: Jared Cross

4: The LaFayette Hotel San Diego Reopens Following $31M Renovation

By Jared Cross

Since it was one of the most anticipated openings of the year, we weren’t surprised that this SD icon’s rebirth caught our reader’s attention. Zebra prints, ostentatious furnishings, and velvet everything—The LaFayette returned under Consortium Holdings as an amusement park for the eyes.

Photo Credit: Johanna Siring

5: The Newly Renovated Jacumba Hot Springs Hotel Opens Its Doors

By Mara Altman

This year, Jacumba Hot Springs Hotel made its debut with a huge facelift and a fascinating story that started with a group of friends who wanted to purchase the property and ended up with an entire town instead. It’s a must-read.

Three-Star Michelin chef's new burger restaurant called Tanner's Prime Burgers
Courtesy of Tanner’s Prime Burgers

6: Three-Star Michelin Chef Opens New Burger Joint in San Diego

By Troy Johnson

We love a good burger. So when we heard that Brandon Rodgers of The French Laundry was joining up with Brandt Beef to open Tanner’s Prime Burgers, we were eager to break the news. And you ate it up, too!

The best breweries in San Diego featuring an interior shot of Pure Project
Courtesy of Pure Project

7: 15 of San Diego’s Best Breweries

By Beth Demmon

Honestly, no notes. This one was an obvious choice for a city that loves its craft brews. Beer guru Beth Demmon picked her favorite breweries in San Diego, and you took note. Sharpen your pitchforks—it’s a “best of” list.

Image from San Diego Spa Guide 2023 featuring a large man with a full boy scrub, cocktail, and towel on his head
Photo Credit: Stacey Keck

8: San Diego Mag’s Ultimate Spa Guide, 2023

SDM Staff

One of our most-read pieces each year is always our spa guide. It’s hard assignment for us staffers—we head into the city to check out the newest, best, and most interesting treatments in the spa world, just for you, our readers. Your very own ahhh guide, if you will.

The reopening of Gilly's House of Cocktails under new ownership in North Park
Courtesy of Gilly’s House of Cocktails

9: Incoming: Gilly’s House of Cocktails

By Troy Johnson

When a beloved SD institution goes through a change in ownership, you watch, listen, and pray that it doesn’t lose its heart and soul. The brains behind some of San Diego’s top cocktail bars ushered in a new era for Gilly’s Cocktails recently, promising to keep it nearly the same—save for a few modern touches.

The best family-friendly restaurants in the city featuring an image of milkshakes at Corvette Diner
Courtesy of Corvette Diner

10: 20 Top Family-Friendly Restaurants in San Diego

By Beth Demmon

Topping out our top 10 list is a guide for families dining out. From thoughtful kid’s menus to toys and games, these eateries around town are parent- and kid-approved.

Nicolle Monico is an award-winning writer and the director of creative projects, digital editor for San Diego Magazine with more than 19 years of experience in media including Outside Run, JustLuxe and The San Francisco Chronicle.

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Everything SD JULY 31, 2026

The Best of San Diego 2026: Health & Outdoors

From getting your sweat on at hip-hop class to celebrating with a zero-proof cocktail, here are San Diego's top fitness and wellness spots

The Best of San Diego 2026: Health & Outdoors
Photo Credit: Brett Butterstein

Best We Named It What for Why Oh Dear

Cush-pii

For thousands of years, the Kumeyaay who lived in this area called a mountain south of Julian Cush-pii, meaning “sharp peak.” Then, after the Civil War, Confederate sympathizers saw that same mountain and decided to rename it Stonewall Peak—after General Stonewall Jackson. The name stuck for nearly a century and a half, until Cuyamaca Rancho State Park announced earlier this year that the name will return to its original, Cush-pii. Hike to the summit for expansive views of the Coronado Islands to the west and Mexico to the south.

Courtesy of Culture Shock San Diego

Best Pop and Lock Spot

Culture Shock

In 1993, Angie Bunch gathered a group of hip-hop dancers—called Culture Shock Dance Troupe—and gave them a space to practice and perform. As hip hop grew through the ’90s, so did Culture Shock. It has since become a nonprofit, a space for young and old, beginner and expert dancers. Culture Shock has also expanded to Los Angeles, Oakland, Las Vegas, Chicago, Atlanta, New York City, and Washington, D.C., as well as Ottawa and Toronto, Canada.

Best Way to Sweat on a Lava Lamp

Yoga Box

In 2019, Amanda Leach created the Yoga Box method, which takes high-energy flows and adds strength-building poses in heated, vibey, lava-lamp-lit studios. What started on Grand Avenue in Pacific Beach has spread to 15 locations across the county, with even more trickling into Denver, Chicago, and Brooklyn. The best part? Mindfulness newbies who can’t touch their toes and six-packed contortionists can hang in the same class. You can customize each session based on your ability and fitness level.

Courtesy of Fit Athletic Club

Best Leg Day Turned Social Hour

Fit Mission Beach

A gym taking over a historic beachfront pool sounds like the setup for a new season of Love Island, but Fit Mission Beach operating the nearly 100-year-old Plunge at Belmont Park is real. The independent fitness brand has spent the past several years building a loyal following through group fitness classes, community events, and a members’ social club overlooking the ocean. Upstairs, members can work remotely, meet friends, or hang out long after their workout ends. Between the Plunge, the coworking-style lounge, and a packed calendar of events, Fit has evolved into something bigger than a gym. It’s a clubhouse for San Diego’s fitness crowd.

Best Place to Learn What a Vagus Is

Breathe Degrees

The wellness world is finally transitioning away from HIIT workouts and cult-like spin classes, where your heart rate hits Zone 5 within minutes and stays there until cooldown. Good. At Breathe Degrees, wellness takes the form of zenned-out communal breathing sessions or vagus nerve–activating cold plunges. Breathwork is said to boost your mood in the short term and improve your heart health in the long term, and maybe that’s why everyone’s coming back for more. You can’t run into someone in Carlsbad who hasn’t dropped into at least one breathwork session, and now the studio has opened a second location in Liberty Station.

Photo Credit: Shot On Us

Best Pilates Studio for People With Tiny Roommates

Soul Pilates and Care

Pilates wasn’t just popular this year; it was practically a requirement for maintaining your San Diego residency. New studios seemed to appear weekly across San Diego, each promising stronger cores and better posture, but Soul Pilates and Care found a way to stand out by addressing a challenge many parents know well: finding time to exercise at all. Fitness doesn’t have to compete with parenting responsibilities. Parents can drop their kids off with trained caregivers while they head into reformer classes, eliminating one of the biggest barriers to working out. The studio has earned strong reviews for both its instruction and family-friendly approach.

Best Million-Dollar Massage

Spa at The Del

The Hotel del Coronado’s sweeping $550 million restoration touched nearly every corner of the historic resort, but one of the most anticipated unveilils was the debut of its redesigned spa. The oceanfront wellness destination now features 21 treatment rooms, a relaxation lounge, a sauna, steam room, and a treatment menu inspired by the coastal environment just steps away. The redesign blends the Del’s Victorian legacy with a cleaner, more contemporary aesthetic, creating a space that feels distinctly SoCal rather than generic luxury hotel. For locals who don’t have time for a vacation, it’s the next best thing.

Best Cheers Without Beers

Good News Bar

As non-alcoholic beverages continue their meteoric rise, Good News Bar has become one of San Diego’s most compelling arguments for a booze-free evening. The University Heights hotspot serves a menu of carefully crafted zero-proof cocktails that borrow techniques and ingredients from traditional cocktail programs (it’s not just fancy juices and soda water), minus the hangover. The space also hosts regular community events and has quickly become a gathering place for everyone from sober San Diegans to the merely sober-curious. In a nightlife industry built around alcohol sales, Good News proved there’s plenty of demand for connection without the buzz.

Arts & Culture MARCH 11, 2024

Vote for the Best of San Diego 2024 Reader’s Choice Awards

Nominate and vote for the Best of San Diego people's choice awards this year

Best of San Diego, marketing toolkit

Click Here to Vote

Unleash your local loves and insider favorites once again in 2024, Powered by You! It’s time to nominate and vote for San Diego Magazine’s Best of San Diego Reader’s Choice Award. The winners will be revealed in the upcoming Best of San Diego issue this July and showcased on our website.

Your nomination and vote play a crucial role in giving your favorite businesses the recognition and bragging rights they deserve for the year ahead. So go ahead, show some love to your cherished local spots.

As a token of our appreciation, every vote enters you for a chance to win 2 tickets to The Best of San Diego Party on Friday, August 2, 2024.

How to Win

A business, place, or person must be nominated at least once to appear on the voting ballot. Once the voting period concludes, the business, place, or person with the most votes within their respective category will be selected as the Reader’s Choice category winner.

When submitting your nomination, please provide as many details about the business as possible, including its name, address, website, and phone number. Businesses and individuals that cannot be verified will not be eligible for voting.

Deadlines for Nominations and Voting

Nominations: March 11 – 24, 2024
Voting: March 25 – April 14, 2024

Best Of San Diego
Everything SD FEBRUARY 7, 2024

Best of San Diego Reader’s Choice 2024 Marketing Toolkit

This is your chance to gather support from your biggest fans and followers with our marketing toolkit for the Best of San Diego awards

2024 Best of San Diego Magazine Reader's Picks Marketing Toolkit

Connect with your biggest fans and followers and win one (or many) prestigious Best of San Diego Reader’s Choice Awards.

This is your chance to gather support from your biggest fans and followers to nominate and vote for your business. You know that you’re the obvious choice (and we agree), so we’ve put together this marketing toolkit to help you promote your business and win.

The winners will be announced in San Diego Magazine‘s Best of San Diego issue this July and posted online. And let’s not forget, bragging rights all year!

If you’re looking to amplify your marketing efforts, email our team at [email protected]. We’ll help you further your message with our most engaged readers.

How to Win

  1. Secure at least one nomination for your business from March 11 – 24, 2024.
  2. Start Promoting: Invite your biggest fans and followers to vote for your business from March 25 – April 14, 2024.
  3. The nominee with the most votes will win “Reader’s Choice” in their respective category.

Logos

Add a logo to your email or website

Best of San Diego Reader's Poll 2024 Marketing Toolkit, website email assets

Instagram Story

Best of San Diego Reader's Poll 2024 Marketing Toolkit, Instagram story assets

Customizable Instagram Story

  • Click here to go to Canva (free to join):
  • Important: Please “Duplicate” the design. Do not edit the template.
  • In your duplicated copy, add your photos and text within the app.
  • Don’t forget a tap-to-vote link in your story: www.SDMag.com/Bestof24

Instagram Post

Best of San Diego Reader's Poll 2024 Marketing Toolkit, Instagram post assets

Customizable Instagram Post

  • Click here to go to Canva (free to join):
  • Important: Please “Duplicate” the design. Do not edit the template.
  • In your duplicated copy, add your photos and text within the app.
  • Don’t forget a tap-to-vote link in your story: www.SDMag.com/Bestof24
Best Of San Diego
Studio S JULY 25, 2026

These San Diego Companies Are Driving the Region’s Next Wave of Growth

This month, the 2026 San Diego Business Impact Awards recognized local businesses making an impact in clean energy, biotech, hospitality, and beyond

These San Diego Companies Are Driving the Region’s Next Wave of Growth
Photo Credit: Matt Furman

Renewable energy companies building hundreds of power plants. Biotech startups using artificial intelligence to create personalized medicine for children with rare diseases. Hospitality companies quietly powering thousands of local events. Consumer brands growing from beach-town startups into national businesses. These are the kinds of companies driving San Diego’s economy today, and the businesses recognized at this year’s San Diego Business Impact Awards offer a snapshot of where the region is headed.

Hosted July 23 by San Diego Regional Economic Development Corporation (EDC) and JPMorganChase, the second annual awards event honored four local companies for innovation, growth, and economic impact. More than 100 nominations from San Diego’s middle-market businesses were reviewed by a 10-person judging committee, with winners selected across four categories: startup, early-stage innovator, rising star, and established heavyweight.

Two-time honoree Jimbo Someck, founder of Jimbo’s organic grocery stores, also joined the event for a fireside chat on buying local, supporting emerging brands, and giving back to the community.

“San Diego’s strength comes from its makers and builders—the resilient people who endure great risks and overcome obstacles to build and scale a company,” says Aaron Ryan, San Diego Region Manager and Middle Market Banking at JPMorganChase & Co. “These awards aren’t just recognition; they spotlight the talent, grit, and innovation shaping our region’s future. By celebrating those who create and build, we foster connections and fuel the growth that keeps San Diego thriving.”

Photo Credit: Matt Furman

Building the Infrastructure Behind Clean Energy

Heavyweight honoree SOLV Energy has grown alongside the country’s rapid investment in renewable power. “It’s an exciting time for SOLV Energy as we are experiencing significant growth,” says CEO George Hershman. “The business has doubled over the last year and has almost double-digit growth since its inception.”

The Rancho Bernardo-based company designs, builds, operates, and maintains utility-scale solar and energy storage facilities. Since its founding in 2008, SOLV Energy has built more than 500 power plants.

Growth has translated directly into hiring. About 200 employees work from the company’s local headquarters, including roughly 20 interns. “Our intern program is a big part of the way that we grow our workforce,” Hershman says. “Last year, 43 percent of our interns became full-time employees. We believe San Diego is a great community to build and grow a high-tech infrastructure and technology company because of the incredible workforce—the ability to attract top talent and draw from world-class universities.”

Photo Credit: Matt Furman

Developing Medicine One Patient at a Time

Startup honoree La Jolla Labs is tackling one of medicine’s biggest challenges by developing personalized RNA therapeutics for patients with rare diseases—many of them children with neurological disorders like ALS. Using proprietary artificial intelligence and machine learning tools, the biotech company develops treatments tailored to each patient’s specific genetic mutation.

CEO Tamar Grossman says the recognition reflects how far the company has come despite limited resources. “We’re honored to be recognized for our ability to change and save patients’ lives and turn our lean startup into a clinical company with very minimal resources,” she says.

Grossman credits San Diego’s concentration of research institutions—including UC San Diego, the Salk Institute, and Scripps Research—with creating a pipeline of talent and collaboration. “San Diego is one of the world-leading centers for technology, genomics, and RNA therapeutics,” she says. “We have over 30 RNA therapeutics companies here, and we support each other and help with anything related to drug discovery.”

She says that collaborative spirit extends beyond formal partnerships. “You can walk around Torrey Pines, go into a café, and find colleagues from the industry and have an ad hoc conversation,” Grossman says. “That’s something very unique to San Diego.”

Photo Credit: Matt Furman

Powering San Diego’s Special Celebrations

While Snake Oil Venue Company may not be a household name, chances are many San Diegans have attended one of its events. The early-stage innovator honoree has expanded from beverage catering and mixology consulting into venue management, operating Julep Venue in Mission Hills, Bramble Bay Venue in Imperial Beach, Vesper Venue, the Chapel at Liberty Station, and five outdoor venues throughout Liberty Station—more than 500,000 square feet of event space altogether.

“We do a lot of launch parties for corporations and new products,” says CEO Mike Esposito. “I really like working on the entrepreneur side of things, where new businesses are entering the San Diego market and looking to make a splash.”

Snake Oil has executed more than 16,000 events, employed more than 1,000 people, and partnered with more than 900 local vendors, including caterers, florists, photographers, entertainers, and other hospitality businesses. The company also works with many of San Diego’s nonprofits, museums, and cultural institutions. “We get to celebrate people’s most important moments,” Esposito says. “Whether that’s a wedding, celebration of life, or quinceañera, we’re fortunate to be involved in the community in so many different ways.”

Photo Credit: Matt Furman
Photo Credit: Matt Furman

Growing a Beach-Town Brand into a National Business

Rising star honoree ALOHA Collection is proof that a simple idea can grow into a thriving company. Founded by two roommates who wanted a better way to carry wet swimsuits after a day at the beach, the lifestyle brand has grown into a business while maintaining strong year-over-year growth.

Now headquartered in Carlsbad, ALOHA Collection employs more than 100 people and operates its California flagship store in Encinitas, which is slated for a remodel. With roots in Hawaii, the company is known for its lightweight, splash-proof travel bags that have become a familiar sight on beaches in San Diego and beyond.

“‘Aloha’ is part of our name, but it’s also how we move through the world,” says CEO Lynna Barnard. “It’s how we show up for people, the way we travel, the way we give back.” Since day one, the company has maintained a 5 percent giveback to Hawaii conservation efforts, contributing millions of dollars over the years.

“I think what’s so inspiring about ALOHA Collection, and the founders in particular, is when you dream big, those dreams can come true when you work hard and trust in the universe,” Barnard says. “It’s inspiring to be a role model for other people wanting to start businesses from humble beginnings. Start small and watch it grow.”

Together, businesses like these form a cornerstone of San Diego’s economy—not only through the jobs and revenue they generate—but through the local workers they hire, vendors they support, and investments they make in the region. Their growth doesn’t happen in isolation; it ripples outward, strengthening the broader business community and the people who call San Diego home.

Photo Credit: Matt Furman

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Everything SD DECEMBER 27, 2023

20 of the Best New Restaurants in San Diego 2023

From world-famous hot pot to a tiny fish shop, food critic Troy Johnson names his top new eateries of the year

20 of the Best New Restaurants in San Diego 2023
Photo Credit: James Tran

Logically, the restaurant scene should’ve been dead-silent this year. Food costs went berserk. Labor costs swelled. We all knew how to cook because we were marooned in our own homes for a few years. And yet San Diego’s food scene unveiled a few dozen more pretty fantastic restaurants in 2023. This is what I love about restaurants and the people behind them. It is not a get-rich-quick scheme. Sure, money is to be Danny Meier’d for the few and the lucky and the ulcered.

But financial analysts who are not sadistic would advise you to put your money into the stock market, into real estate, into off-brand Beanie Babies before putting it into the restaurant industry. That means all you’re left with are people who do it because they have to, or because the dream of creating a hospitable place that makes humans happy is just too compelling to ignore. 

Here are the new arrivals that won me over in 2023 and became part of my own personal hit list of the best new restaurants in San Diego.

Kinme in Banker's Hill was one of San Diego's best new restaurants in 2023.
Photo Credit: James Tran

Kinme

Omakase-only sushi spots took over the whole dang scene (omakase means you eat what chef deigns their best and most creative stuff that day, with no menu to choose from). Azuki in Bankers Hill has long been one of the city’s favorite sushi spots. It was never hype-trained. It just quietly, consistently snuck up on us all, probably because of owner Shihomi Borillo and chef Nao Ichimura’s obsession with the good-food movement.

Kinme is their tiny (900 square feet), 10-seat, omakase-only concept a block up the hill. It’s a mix of Edomae-style sushi and kaiseke, a seasonal, multi-course Japanese meal. The menu changes all the time, but it has included things like grilled corn with koji miso and tomatillo salt, A5 wagyu in ginger shoyu, and chawanmushi, plus Japanese whiskys, rare sake, and top-notch tea to finish.

Fish Guts was one of the best San Diego restaurant openings in 2023.
Courtesy of Fish Guts

Fish Guts

A hell of a fish-taco-and-sammy shop. San Diego born and raised, Pablo Becker helped open some of the bigger Mexican restaurants in the country with his cousin, famed Mexican chef Richard Sandoval. He needed a break, so he moved to Chicago for five years and became a line cook. He was offered management roles, refused. Head down, cooking. Five years.

Fish Guts is his return home, a small-but-mighty corner spot in Barrio Logan. It serves sandwiches during the day, tacos at night, using almost all sustainable fish from local boats. Get the blackened whitefish with the jalapeño-cabbage slaw, the mushroom taco, or the fantastic Negra Modelo beer–battered lunch sammy with Mexican tartar sauce.

Best New San Diego restaurant opening in 2023 Make Cafe in North Park featuring a brunch spread featuring french toast, veggies, and an espresso drink with flowers in the background
Photo Credit: Cole Novak

MAKE Projects

MAKE Projects is one of the city’s most inspiring food nonprofits, helping low-income refugees and immigrant women learn farming, cooking, and catering skills and earn a living as they acclimate to their new life in the US.

During the weekends, the women cook and sell specialties from their native countries—East African mandazi (they’re like beignets), halloumi with farm veggies, pancakes with Cambodian orange syrup, Afghan chicken tacos with Haitian pikliz—made with ingredients from their urban farm. Now they have a permanent home in North Park.

Lia's Lumpia was one of San Diego's best new restaurants in 2023.

Lia’s Lumpia

I could hang on this back porch all day, joy-shoveling lumpia with a couple beers. Chef Spencer Hunter’s grandma owned one of the first Filipino restaurants in San Diego decades ago and was famed for her hand-rolled lumpia (being lazy, but real close to accurate, let’s call it the egg roll of the Philippines).

Spencer went to college for sustainable hospitality and cooked in huts in South America, then came home to work through some top-notch kitchens (Searsucker, Waters Fine Foods + Catering). He and his mom, Benelia Santos-Hunter, started doing lumpia pop-ups at festivals, including Coachella. They went on Great Food Truck Race, nearly and probably should’ve won (a contestable second place), and found a permanent spot in Barrio Logan in an old house filled with pop-culture and Filipino cultural knicknacks.

It’s a total work in progress, design-wise. This is two family members ad-hoc’ing a dream, and I like that. Spencer will do seasonal riffs (ramen lumpia, Thanksgiving lumpia), but get “Lola’s Lumpia,” stuffed with a mix of beef and pork marinated in oyster sauce and various things. And don’t miss their ube-coffee ice cream with white chocolate shavings. 

El Sueño Mexican restaurant and bar in Old Town San Diego featuring three cocktails at a bar
Courtesy of Old Town San Diego

El Sueño

Troy Johnson

About Troy Johnson

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.

Arts & Culture DECEMBER 18, 2023

The New Americans Museum Explores SD’s Rap Roots

Fifty years after the birth of hip-hop, a new retrospective showcases the genre's local beginnings

The New Americans Museum Explores SD’s Rap Roots
Photo Credit: Michael Brunker

Mario “OG” Lopez walks me through a maze of display cases: tapes, old photos, vintage DJ equipment. It’s all part of the New Americans Museum’s Beyond the Elements exhibition—a San Diego hip-hop retrospective and passion project he curated.

“There are four elements in hip-hop, and the vision of the exhibit was to go ‘beyond the elements’ and embrace the multicultural roots that are a huge part of hip-hop,” he says.

Through airbrushed jackets, throwback posters, and VHS footage, those four elements—deejaying, emceeing, graffiti art, and breakdancing—mix together at the Liberty Station showcase, telling the story of rap’s local beginnings.

“These are my friends,” Lopez says. “I’ve always wanted to show the art.” It’s a short answer to a long question about inspiration and ideas, about what goes into putting something like this together.

Grafitti art and embroidered denim jackets found Beyond the Elements San Diego Hip Hop history exhibit at the New Americans Museum
Photo Credit: Michael Brunker

As we continue through, he points out a face. “There’s Zodak,” he says, gesturing toward a framed, black-and-white Tribal ad featuring the legendary local graffiti artist holding a name plate. Highlighting his own work (he’s a graphic designer), Lopez motions to the cover of Aztec Tribe’s cassette single Diego Town. The artifacts are a dense tapestry, a timeline four decades long of rappers, breakdancers, DJs, and painters, spread across two rooms.

It would be easy to recognize the players if this were New York or LA, but rap stars aren’t traditionally plucked from around these parts. There’s talent, for sure; however, most of it has had little influence outside of SD. That’s to say that this is a self-contained history, based on a homegrown ecosystem held together by storytellers, smooth talkers, and colorful personalities.

There’s no defining sound or even a single approach. Aztec Tribe carved out a lane as Chicano rap pioneers in the early ’90s, while San Ysidro’s Legion Of Doom (LOD)—who are featured prominently throughout the exhibition—worked their tag-team, Run-D.M.C-like chemistry into a formula that repped South Bay.

And while the vocalists were manipulating rhymes, local dancers were adopting the movements and body contortions of hip-hop’s B-boy element: a choreographed set of ticks, spasms, and spins that, in our neck of the woods, was part West Coast pop lockin’, part East Coast footwork. They’re represented, too, in the exhibit.

July 2, 1984, copy of Newsweek magazine featuring a breakdancer spinning on his head with the text “BREAKING” in bold, white letters
Courtesy of X

A wall marked “80’s Breakdance Era” shows off hand-drawn flyers and pictures of teenagers frozen mid-routine, rocking on linoleum. Inside a glass square stands a July 2, 1984, copy of Newsweek magazine that reads “BREAKING” in bold, white letters. And resting near the top sits a black medallion from the Universal Zulu Nation, an international awareness group and official fraternity of hip-hop—a true mark of legitimacy. The pieces speak for themselves. The hometown B-boys were the real deal.

That’s how Lopez got his start: managing a group of breakers called the Floor Masters. “My mom’s house was kinda like the home base,” he says. They were unique on their block, but the culture reached beyond his ’hood. It wasn’t until he and his squad ventured past their side of town that any of them realized breakdancing was everywhere.

Shoes from a member of the Sherman Heights breakdancing crew, Floor Masters, at the Beyond the Elements Hip Hop exhibit at the New Americans Museum
Photo Credit: Michael Brunker

“We didn’t know that it was happening in other neighborhoods,” Lopez says. “So, when we would go and perform at Balboa Park or something and put out the hat to make money … then [we] had other crews coming and [trying] to battle.”

Just as hip-hop in NYC was a byproduct of its boroughs (even though it started in the Bronx), rap’s local vernacular differed depending on its enclave. Aztec Tribe was based in Spring Valley, while Mario and the Floor Masters grew up in Sherman Heights.

From the county’s eastern edge to its downtown hub, there’s an extensive history documented in Beyond The Elements. The exhibit captures our rich heritage, one that’s worth exploring. And, as a narrative, this isn’t a nostalgia exercise or a trip down memory lane. Instead, it’s a commemoration, a nod to the hometown trailblazers who helped mold local culture through sound, art, and dance with imagination and virtuosity. A powerful message as hip-hop celebrates its 50th anniversary.

Mario "The OG" Lopez and Zard One of Floor masters together at the Beyond the Elements Hip Hop history exhibit
Photo Credit: Michael Brunker

As my visit winds down, Lopez and I are joined by Zard One, an original member of the Floor Masters. We’re seated in the gallery space across the hall, and I notice his fingertips are stained with paint. Thoughtful and soft-spoken, he’s an artist and lifelong friend of Mario’s.

The docents are making their rounds, turning off lights and securing items. It’s a signal that I’ve overstayed my welcome. But, before I head out, I ask them both what they hope visitors take with them.

Lopez is first to answer. “We have tours coming in from different schools that are interested. It’s [about] educating the kids,” he says.

Just like hip-hop, the exhibit serves as a generational legacy. Each one teach one, as they say.

“It’s for the youth,” Zard One adds.

Partner Content JULY 31, 2026

Blood Pressure Basics

Hypertension is the leading cause of cardiovascular disease and premature death in women

Blood Pressure Basics
Courtesy of Scripps Health

It’s estimated that 44% of women in the U.S. have high blood pressure, also known as hypertension, but many don’t know it. The disease often has no symptoms, and when symptoms do present, they can appear similar to many other conditions. High blood pressure increases the risk for heart disease and stroke, so it’s critical that it’s detected and treated early. And for women at risk of developing high blood pressure, prevention is key. Click here for the basics of high blood pressure and how Scripps physicians at Scripps use screenings not just as a diagnostic tool, but as part of routine preventive care.

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