SD’s Institute Leading the Way in Breastfeeding Research

Let’s start with his name.

No, not his birth name, Craig McKenzie Haskett.

Scrojo.

When he was in high school, he and his friends were trying to come up with the perfect name for their punk band that would encapsulate all their personas. Nicaragua. The Freds.

One of his friends said he was going to go by Jimmy Stacks and called it “the perfect rock and roll name.” Their names changed so much that Haskett erupted: “Fine, I’m f—ing Scrotum Joe, the true defender of the Open West.”

Their response: Wow, that’s a great name.

As a teenager, he drew chalkboards for Del Mar’s Pannikin coffee shop and would design T-shirts for surf/skate brand Life’s a Beach. He signed the shirts with his moniker, but even in punk rebellion, who wants a shirt with the words Scrotum Joe on it? “They just cut out the ‘t-u-m,’ and the next thing you know, a client referred to me as that, and it stuck,” he says.

Scrojo could have been part of a band as iconic as The Misfits—had he been able to learn the famously cumbersome bassline to The Kingsmen’s “Louie Louie.” Becoming one of the most renowned concert poster designers—someone who quite literally designed the cover of Art of Modern Rock: The Poster Explosion—is a pretty good Plan B.

“To my knowledge, he’s done more rock posters than anybody else alive,” says Dennis King, whose D. King Gallery in Berkeley, California, serves as one of the largest private rock poster collections in the world. “He’s the hardest-working guy in the poster business.”

King not only co-authored the sequel to music historian Paul Grushkin’s The Art of Rock, but he also handles distribution and sales for all of Scrojo’s work. That’s more than 3,000 different posters over nearly 40 years. (That’s over one poster each week. For four decades straight.)

For anything from boxing matches to rodeos, posters have long been used as promotional items. Toulouse-Lautrec’s famous lithographs advertised Moulin Rouge in the late 1800s. Around the same time, Hatch Show Print in Nashville was making handbills for the Grand Ole Opry.

“I propose this: Cave paintings are the first poster art,” Scrojo says.

Rock and roll posters took off in the 1960s, when the hippie counterculture era replaced conformity and suburbia. Artists like Jimi Hendrix and the Grateful Dead used their vibrant, psychedelic prints as a form of rebellion from the mainstream. Posters were promotional, commemorative, collectible, and especially expressive.

If the name Scrojo is any indication, he doesn’t shy away from imagery that toes the line of being too provocative. He focused more on what inspired him instead of trying to be offensive for the sake of getting attention.

“Didn’t want to show it to my grandmother, but my parents were fine with it,” Scrojo says with a laugh.

“We’ve had to ask him to put a Band-Aid over a nipple every now and then,” says Chris Goldsmith, president of Belly Up Tavern in Solana Beach, where Scrojo started out and hundreds of his posters currently line the walls.

Scrojo spent six weeks at Otis College of Art and Design for a summer semester before drugs, alcohol, and a self-described lack of discipline prevented him from enrolling full time. Still, he taught himself concepts like text hierarchy and later found his niche at the Belly Up and in the surfing and skating world, working with brands like Quiksilver, Rip Curl, Scorpion Bay, and DGK.

His first concert poster was for North County band Borracho y Loco, of which Goldsmith was bass guitarist. Scrojo drew an abstract version of the Belly Up’s iconic shark with colorful calypso and tiki themes.

Early on, he would craft using a pencil, pen, non-reproduction blue pencil, X-Acto knife, rubber knife, and proportion scale to create each poster, and the finished product could take a week or even longer.

“I recommend every artist coming up to do that for like six weeks,” Scrojo says. “It forces you to think about every design decision as you’re going along.”

He has since mastered vector imagery through Adobe Illustrator to the point where, depending on the level of detail needed, he could finish two projects in a day. Still, he fills sketchbook after sketchbook to blueprint.

“I liked his line in particular, and he knows how to draw, which a lot of people don’t really know how to do these days,” King says.

Scrojo would research what each musician’s merchandise looks like to get a feel for each artist’s tone and voice. Once he has his central image in mind, he focuses on what and where to place the text.

He doesn’t have one specific style, ranging his talents from art deco to psychedelic and everything in between (and outside the lines). Want a pop surrealist comic book cartoon devil with splattered paint textures, halftone dot patterns, and pure chaos? Red Hot Chili Peppers, February 1986. Want a minimalist graphic portrait with bold strokes and graffiti text? P!nk, October 2023. Want a carnival sideshow style piece with a tasteful caricature of Jeff Bridges? The Big Lebowski, August 2011.

Scrojo calls himself a jack of all trades because he can create posters for all music genres. King calls him a chameleon for his ability to adapt his voice to new eras.

“The variety of his skillset makes it possible for us to put 50 of his posters on a wall next to each other and have it look compelling, not just a bunch of the same thing over and over,” Goldsmith says.

Some of Scrojo’s favorite posters are when he feels a personal connection to the artist or the album. He has a vivid memory as a child of being trapped in a closet filled with marijuana leaves while playing hide and seek and staring at Jimmy Cliff’s “The Harder They Come” LP. “For whatever reason, as a kid, that sparked a desire to do graphic design,” Scrojo says.

Fast forward to February 2012, Cliff is performing at Belly Up. Scrojo decided to modify Cliff’s original album cover from rainbow gradient fills to classic reggae psychedelia while preserving Cliff’s striped pants and bold hat. Cliff’s manager called him and said they wanted to use it for the rest of their tour.

“We always get artists requesting that he does their posters,” Goldsmith says. “A lot of artists don’t want venues to go all rogue because they want to control how they’re being presented. With him, they’re like, ‘Let him go nuts.’”

There’s a famous video.

“This is insane!” the guy filming it seems to proclaim. “It’s the best fireworks show ever!” a companion confirms, inspiring a debate lasting over a decade.

All told, 7,000 fireworks exploded in the span of 25 seconds over San Diego Bay on July 4, 2012. A Michael Bay amount of unison. $125,000 worth of shells, cakes, Roman candles, and skyrockets had been placed on a barge—enough for 17 minutes of decorative sky flares—and…

Boom.

The sky looked like someone had set a giant Rorschach test on fire. Or as if whatever we all see in our Rorschachs—butterflies, clowns, tongue kissing, dads—was being electrocuted and lifted heavenward, amen. It was shocking how bright it was, how much it sizzled the local cosmos. Could’ve been one of those sci-fi films where a hole is ripped open between warring universes. But angstier, more metal—the work of some methy creator in a sleeveless concert tee.

The sound?

Lou Reed once released an entire album that contained 64 minutes of mindflaying guitar screeches and machine noises. No regular songs, just a fascinating amount of ear distress. His record label reps no doubt heard the melodic outro of their careers, but everyone else was in pain and stumped. That album still sounded better than the bay did that night. The bay sounded like a god who struggled with emotional regulation had blown his speakers and was working through the anger stage of AV grief.

In the left frame of the video, a middle-aged woman is attempting to drag her husband off by the hand. In no way does he want to go, possibly because he had missed the time Roseanne Barr sung the national anthem at a Padres game, simultaneously disemboweling and amusing America through the power of song. He would not willingly abandon an equally worthy San Diego trainwreck.

Another woman in the video appears to have just filled her beer, rushing to sit down for the show. She pauses mid-sit and returns to the full and upright position to properly bear witness. What was supposed to be prolonged entertainment has been so radically shortened that she will have to find another reason to drink. Lucky for her, drinking will be the only way to adequately process.

Locals remember the conspiracy theories. People wondered if the fuses had been tripped by a saboteur who was sympathetic to dogs, fish, or the growing suspicion that late-stage capitalism is a gorgeously branded but impossible dream sustained by remarkably efficient top-tier wealth retention and the soft compliance of fireworks-watchers who can no longer afford a house, a beer, or the personal impacts of human reproduction.

Speaking of being terrified of babies, babies were terrified. The children who witnessed it probably still can’t go near a candle store. But those kids will be tougher, perfectly scarred kids. They’ll write better songs.

That night helped us absolutely dominate the national news cycle. For a hot minute, we became America’s water-skiing squirrel. Now, years later, when you Google “fireworks gone wrong,” San Diego is always a top contender, along with that poor Nebraska family who nearly wiped out a couple generations in their front yard, their minivan somehow turning into a howitzer of recreational TNT.

There is still debate as to whether Big Bay Boom 2012 is the worst or greatest fireworks show of all time. But the advanced parts of civilization arrived at the truth as quickly as the women in the video did. It was undeniably amazing.

First of all, the point of Fourth of July fireworks isn’t “the intricate choreography of sky fire over a guaranteed amount of show time.” It’s about creating a vivid memory shared with some people you like, love, or would like to love.

BBB2012 used large-scale chemical fire to create the ultimate memory.

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Sure, some people who iron their jeans subjected their family to a sermon about how San Diego managed to botch America’s birthday like a Disney princess-for-hire who smelled of quite a few Sauvignons.

The rest of us saw how perfectly it nailed the actual feeling of being an American. Because only a miniscule percentage of us bake postcard apple pies where every inch of crust is perfectly laminated like the wood in an Irish bar. Very few of us can paint on par with Picasso. The rest of us—despite truly believing in our America-activated abilities to achieve greatness in almost any field of our choosing—burn pies. We try to paint only to realize it looks like our fine motor skills have entered active death.

That’s why BBB2012 was the most perfectly American fireworks show ever: A wildly ambitious idea galvanized thousands upon thousands of people to both work on it and come to hold a beer and gawk at it, only to have it fail in the most glorious TMZ-level spectacle.

America isn’t about immaculate, storyless wins. It’s about how the framework of a country is solid enough that we can accidentally detonate our entire lives—a few times—and still probably be OK.

No one has America’d quite like San Diego did on that day. It was performance art. Lou Reed’s heart slow-clapped. Any brief municipal embarrassment quickly became a pride of our people. I can only hope the same for the Nebraskan yard family whose Dodge Aerostar became a hyperactive Death Star.

P.S. Local writer Maya Kroth compiled a quite great oral history of that night for Thrillist. The bottom lines for me were—it took nine months to prepare, no one was hurt, and even though the pyrotechnics company tried to zero out the bill, Big Bay Boom founder H. P. “Sandy” Purdon refused and paid them in full. This year will mark the 25th Anniversary of the yearly Big Bay Boom.

San Diego is just out here minding its own business. It’s long been cast as Los Angeles’s less ambitious sibling—the chill one, the one who shows up late for dinner reservations in flip-flops with a few provocative opinions. Architecturally it’s often cast the same: secondary, derivative, a footnote to California modernism that seems to begin and end with the Stahl House (Case Study House #22). LA has Pierre Koenig, Craig Ellwood, John Lautner. San Diego has the original fish taco.

But this version of the story is redacted, metaphorically speaking.

While the jazz hands of Hollywood and its hills cast a spell on historians and architecture buffs, San Diego had, and has, its own quiet evolution: It invented and reinvented itself through homegrown modernism, beginning with The Allen House (1907) in Bonita by Irving J. Gill.

“The biggest misconception is that San Diego was following Los Angeles,” says Keith York of Modern San Diego, one of the city’s top guides to modernist architecture. “Those who consider Rudolph Schindler and Richard Neutra as the fathers of Southern California Modernism often fail to recognize the outsize influence Gill and his buildings had on their work.”

A new book, The Distinct Modernism of San Diego—written by Mark Hargreaves and Hallie Swenson, published by York—focuses on eight architects who were born, raised, or built their careers in San Diego. It illustrates how the city wasn’t hosting weekend warrior architects on side quests. It was a staging ground for a less look-at-me modernism from luminaries like Gill, Lilian J. Rice, Richard Requa, Lloyd Ruocco, Frederick Liebhardt, Kendrick Bangs Kellogg, Sim Bruce Richards, and Cliff May.

“Absent the backstabbing competition for projects, a collegial group of architectural peers collaborated and maintained lasting friendships with one another as they designed in response to the temperate climate and slower economy,” York says.

Largely unknown until the mid-1960s, Gill is a marquee name today. He arrived here from the East Coast at a moment when San Diego was still defining itself, which gave him the freedom to invent something new, experiment, rebel.

Instead of imposing the flourishes and frills of the time, he considered San Diego’s climate, light, landscape, history—the joie de vivre—and designed for this place. “[Architects of the west] must have the courage to fling aside every device that distracts the eye from structural beauty, must break through convention and get down to fundamental truths,” he once said, a sentiment that nails the un-ornate, total lack of pretension that’s defined San Diego people and culture.

And, lo, did Gill fling: His flat roofs, clean lines, and almost no ornamentation—though not necessarily modernism in the Eames or Eichler sense—foreshadowed what would later be called minimalism. Gill eventually became synonymous with the Los Angeles narrative, but broader architectural histories overlook the fact that his most progressive designs happened here.

Another key to San Diego’s architectural movement was Lilian J. Rice, who often worked behind the scenes with little credit. She was one of only about 10 women in America licensed as architects at the time. Even though she died from cancer at 43, she somehow managed to complete an estimated 170 projects in the region, many in Rancho Santa Fe.

Born and raised in National City, Rice also wasn’t importing ideas. She shaped her own based on her understanding of this region and her commitment to protect the natural environment. Her work has been categorized as Spanish Colonial Revival, but she wasn’t reviving as much as she was refining a style suited to our border region—serene, mirroring nature, beautiful.

“San Diego architects were designing for a way of life, not just a look,” says York.

Like Sim Bruce Richards, who was his own way of life. While Gill stripped away ornamentation and Rice focused on the peace of open spaces, Richards came along several decades later and went full emo. By then, modernism had grown deep roots; its steel-and-glass structures took themselves very seriously. Richards came to party.

An eccentric, unpredictable man with half a face (part of his jaw was removed following a bone infection when he was a child), his life was a jalopy of adventures. He was opinionated and passionate about design, music, texture—and he created what he called a “sensuous environment.” He wanted his clients and their guests to feel the spaces as much as to be in them, appealing to the visual, tactile, nasal (“a cedar house smells good”), auditory (“acoustically superior”), even taste. “Though, I‘ve never had a client lick my houses,” he once wrote.

Organic, woodsy, textured, aromatic—if you ever find yourself in a Sim Bruce Richards house, a licking impulse might not seem so outrageous.

Gill, Rice, Richards and the other architects in Distinct Modernism built a legacy in San Diego that resonates nationally. And the work of these heavy hitters isn’t stuck in an inaccessible collectors realm: This October, homes by Kellogg and Liebhardt will open to the public as part of the La Jolla Modernism Home Tour—an opportunity to experience it not as a museum relic or magazine image (ahem), but as something alive.

Modernism in San Diego was never about glamour or an intention to be iconic. What transpired here is more nuanced, more ingrained with a less shouty aesthetic. A very San Diego aesthetic.

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.

Par 3s

Torrey Pines South

Hole 3

“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 at Rancho Santa Fe

The Santaluz Club

Hole 14

“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].”

—Josh Rider, Head Golf Pro, The Santaluz Club

Maderas Golf Club

Hole 15

“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.”

—Editor’s Choice

Torrey Pines North

Hole 15

“Sitting high above the green with views of the Pacific Ocean, this dramatically downhill par 3 requires the perfect club selection.”

—Mike Mulford, Director of Golf, Omni La Costa

Par 4s

Aviara Golf Club

Hole 18

“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.”

—Renny Brown, Director of Golf, Aviara Golf Club

Del Mar Country Club

Hole 18

“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.”

—Renny Brown, Director of Golf, Aviara Golf Club

Rancho Sante Fe Golf Club

Hole 5

“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

The Bridges at Rancho Santa Fe

Hole 10

As editors of a regional magazine, we often get asked: What are the best things to do in San Diego? While that answer often involves our favorite taco spot, a definitive ranking of each neighborhood with age-specific notes (head to PB if you’re under 25, grab drinks in Del Mar if you’re over 35), and which surf breaks are friendly to visitors, we figured it’s high time to memorialize our handpicked recs. Below are 101 very human, very local, non-AI, actually experienced, sometimes weird, oddly specific things to do in San Diego.