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Features FEBRUARY 24, 2017

22 Reasons Why San Diego Is Better Than LA

Here's how our city kicks the City of Angels' sorry (surgically enhanced) butt

22 Reasons Why San Diego Is Better Than LA
Illustrations by Edmon de Haro (who lives in Spain)

LA confidential: San Diego is the better burgh! Heading into baseball season, it’s time for a little bragging and boasting. All in good fun, of course. We’ve got a lot that the City of Angels hath not. Here are 22 reasons why we kick LA’s sorry (surgically enhanced) butt. And traffic is just the start.

We have a lower earthquake risk

Southern California is widely considered “earthquake country,” but if you really want to split hairs (or tectonic plates) it’s Los Angeles that’s at greater risk for the Big One. LA has more fault lines than anywhere else in the state, and is within 35 miles of the southern segment of the San Andreas Fault, which seismologists say is capable of a deadly magnitude 8 earthquake.

San Diego County’s Office of Emergency Services says our region has “sparse seismicity” compared to its Southern California neighbors. Sure, San Diego gets some small earthquakes and would likely feel the rumbles of a big LA quake, but experts don’t think it would be the epicenter. San Diego’s own Rose Canyon Fault is considered the only major active earthquake fault in the urban San Diego region, but it hasn’t given us a good shake in at least 200 years.

—Jennifer McEntee

22 Reasons Why San Diego Is Better Than LA

22 Reasons Why San Diego Is Better Than LA

Photo by Kit Leong / Shutterstock

$62+

Price of a Padres ticket behind home plate


$150+

Price of a Dodgers ticket behind home plate

We don’t buy our championships

Two hundred million dollars will buy you a couple things. An island in the Bahamas. A presidential inauguration. Add $27 million, and you could even have the 2016 LA Dodgers.

The San Diego Padres opened last year spending $99 million on their players. The Dodgers had the highest payroll in baseball at $227,329,905.

The Dodgers were like that youth soccer team from the good part of town who hires Pele to coach their six-year-olds, and resuscitates Sun Tzu to teach them the art of war. Of course that team is going to whup the kids whose parents have failed to drive cars fueled by gold and saffron.

So the Dodgers bought—excuse me, won—the division. At this point, is it about baseball anymore?

I have, at times, wished the Padres would spend bazillions of dollars and bring a World Series to San Diego. But now I take pride in the fact that when—it’s not an if, it’s a when—the Padres manage to take the title, it will be with a scrappy team of underpaid players who won by raw talent, sheer will, and magic.

Yes, the Padres are the Bad News Bears. And when it finally happens, the payoff will be that much sweeter. You can buy greatness, or you can make it. One of those is expected, and one of those is memorable.

—Troy Johnson

22 Reasons Why San Diego Is Better Than LA

22 Reasons Why San Diego Is Better Than LA

Our scientists are scrappy

I could have lived in LA. When I relocated from Virginia, my employer said I could go anywhere they had an office. LA was their top market, and I was working on a (really bad) screenplay. LA made sense.

But that’s not what I did. Los Angeles was overwhelming: traffic, pollution, aggression, masses of people. LA was less a place to love than to endure. San Diego seemed more manageable. I was visiting a friend in OB, and there was something about the way the light hit the water off the pier. It just felt like home.

That was 25 years ago, and that decision gets validated frequently, particularly in my work. I write about biotech—translating the science into English. I can’t imagine a better place to ply my craft.

Most people think of San Diego as a tourist mecca or a military town, but my lens is biology. I think about the stretch from UCSD to Sorrento Mesa: Salk, TSRI, Sanford Burnham Prebys, Illumina, and hundreds of small companies trying to move genius ideas to market—a target-rich environment.

There are actually more life sciences professionals in LA County than San Diego, but it’s kind of a misleading statistic. Many work for just one company, Amgen. San Diego’s biotech community is more distributed.

In fact, San Diego has something LA wants: a life sciences startup culture. The LA County Board of Supervisors recently earmarked $3 million for LA BioMed, a bioscience incubator. They’re sick of seeing their young entrepreneurs flee to San Diego and the Bay Area. Who can blame them?

That’s what makes San Diego such a vibrant life sciences community—so many clever people willing to risk everything on an idea. Edico Genome is developing hardware and software to accelerate genomic diagnoses. Organovo is 3-D printing liver and kidney tissue to advance drug discovery. Tocagen is developing a gene therapy to treat the most deadly brain tumors.

Some people lament that San Diego doesn’t have a big biotech to anchor the cluster, like an Amgen or a Genentech (now part of Roche), but I think that fits the city’s personality. We’re smaller, more agile, quicker to the prize. We have a community of serial entrepreneurs who develop a therapy, sell it to one of the big guys, and reinvest the proceeds into a brand-new idea.

I don’t have the nerve for that sort of risk, but I love talking to people who do. Living in San Diego, I never have to look hard to find them.

—Josh Baxt

​

Mexico is our next-door neighbor

Most of the cities on either side of the nearly-2,000-mile US-Mexico border aren’t even worth a pit stop. (We’re looking at you, Antelope Wells.) In our case, we have two dynamic cities straddling la frontera, which means double the fun.

Tijuana’s reputation as the street taco capital of the world is old news: between Telefónica Gastropark and Taco Alley, there’s a truck or stand for everyone. What’s newer is the city’s finer dining delights: stalwart Misión 19 still churns out inventive Mexican cuisine, Oryx Capital has a delicious suckling pig and Verde y Crema is a paradise for locavores. Drinkers will enjoy the multitude of craft beer tasting rooms, like at Insurgente and Border Psycho, as well as the craft cocktails at Nórtico, Oryx Capital’s speakeasy.

Galleries like La Caja Galeria are hosting some of Mexico’s most esteemed artists, like Tijuana native Jaime Ruiz Otis, who uses recycled materials from foreign factories, or maquiladoras, for his pieces. Design stores are popping up everywhere, too: Object stocks only Mexican makers, and Casa Duhagón, featuring designs from its principal, who is also an architect, is a decorator’s dream. Speaking of design, Tijuana’s first boutique hotel, One Bunk TJ, is set to open on Avenida Revolución. In it, there are a handful of smartly outfitted rooms and a pop-up store from Object.

There’s also Cross Border Xpress, which opened in late 2015. For just $16 each way, you can skip the border and Tijuana traffic, park in the United States, and access the Tijuana International Airport via footbridge, opening up a world of lower-cost flights. To date, 1.3 million passengers have done so. International travel doesn’t get any easier. Take that, LAX!

—Jackie Bryant

22 Reasons Why San Diego Is Better Than LA

22 Reasons Why San Diego Is Better Than LA

Photo by Blake Midnight

Our soldiers are not actors

While LA might make movies about the military, we are the military. San Diego is the birthplace of naval aviation, the home of the real Top Gun flight school, and the training center for all Navy SEALs. We breed real-life heroes, not actors who play them on TV.

—Kimberly Cunningham

Nobody walks in LA, but they should

Within two weeks of living in Los Angeles, I paid over $200 in parking tickets. I lived there for almost five years before coming to my senses and moving back to SD. It’s true: Nobody walks in LA. But if more people did, they could avoid some of these issues:

  • You need a law degree to read parking signs. There’s a different parking sign on every street corner: “Two-hour parking Monday–Friday, except during hours divisible by four, ignoring daylight saving time and feast days (Julian calendar only).”
  • Don’t expect free parking. Not at the grocery store, Target, the post office, work, your friend’s apartment complex, anywhere.
  • “What’s the point? Everywhere you go has valet!” There’s a valet in places where there shouldn’t be, like IHOP and Runyon Canyon. And regardless of where you are, valet parking’s an overpriced hassle.
  • A traffic jam, when you’re already late. There’s no such thing as an ETA. You can ask Waze or Siri and they’ll give you their best guess, but you need to tack on extra time for traffic. There might be a restaurant opening, movie premiere, or the president’s motorcade is in town, or they’ve simply decided to shut down an entire freeway (carmageddon).
  • Jesus, take the wheel. There’s a guy who stalks the streets dressed like Jesus. He used to hang out near Sunset and Highland and Crescent Heights and Wilshire, but I’ve also run into him at The Comedy Store. Moses parted the Red Sea, but Jesus has no such powers in traffic. In fact, he makes matters worse. People stop to take pictures. Keep it moving: Honk for salvation and be on your merry way.
    —Maile Proctor

We grow more avocados

Holy guacamole!

San Diego County is the leading producer of avocados in the US, according to the San Diego County Farm Bureau. In fact, 40 percent of all avocados grown in California come from our region.

Fallbrook is hailed as the “Avocado Capital of the World,” and hosts a free avocado festival each April with an annual attendance of more than 100,000 people taking in avocado-themed art, a guacamole cook-off, food vendors with delights like avocado gelato, and even a “best-decorated avocado” contest.

—Jennifer McEntee

​

Talk to my agent…in San Diego

“There are more agents in LA, but they are, like the town itself, TV- and movie-focused, so I’d much prefer to be agenting books from San Diego, an ever-waking giant. On the edge of America, bordering Mexico and the Pacific, we can see beyond the confines of the New York publishing maze and focus on our authors, who are based in California and the world beyond. The bottom line is, once you make your mark, phone calls are returned, so why not live in America’s Finest City?”

—Legendary literary agent Sandra Dijkstra, on choosing to live and work in San Diego

22 Reasons Why San Diego Is Better Than LA

22 Reasons Why San Diego Is Better Than LA

We tri harder

Sure, LA is on the short list to host the 2024 Olympics. But without us, there would be no tri in the Summer Games. The first-ever triathlon took place on Fiesta Island in 1974. San Diegans Jack Johnstone and Don Shanahan conceived, directed, and participated in the race they coined “triathlon,” a term Johnstone spelled out for the trophy maker since it didn’t yet exist in the dictionary. You’re welcome, world.

—Christine Pasalo

​

We brew bigger and bolder

If you want to enjoy a pint of beer or a glass of wine right where they are made, LA County is a bit of a beverage desert: It’s distinctly lacking in local breweries, wineries, and vineyards.

San Diegans are especially lucky from a fermented beverage standpoint: We have an astounding variety of choices that are not only easily accessible, but also world-class in terms of quality.

On the beer front, San Diego currently boasts more than 130 breweries, spread out across the county. We have brewers as far north as Fallbrook and Oceanside, as far east as Alpine and Julian, and we have seven breweries just between Chula Vista, El Cajon, and Santee. Not to mention about a dozen brewpubs in North Park alone.

LA County has 26 breweries—one of which is Pabst—most of which are in the hard-to-reach downtown area. By comparison, we’ve got 26 breweries just within the stretch from Oceanside to San Marcos.

Of course, if you want to talk about the quality of beer produced, there’s little doubt that San Diego outshines not only Los Angeles, but most every other county in the nation.

Dozens of our breweries have won major medals at the biggest national and international beer competitions; last year San Diego won 32 medals at the World Beer Cup and Great American Beer Festival alone, and Karl Strauss was crowned 2016 Mid-Size Brewing Company and Mid-Size Brewer of the Year by the latter.

Don’t get us wrong, LA breweries are—by and large—excellent in terms of quality, but San Diego has gone beyond just quality; it has actually created its own unique style of beer. The now-famous “San Diego style” started with turbocharged IPAs that were super-hoppy, big, bold, and bitter. That approach soon spread to other styles of beer—including pale ales, pilsners, and Belgian styles—and is now emulated by breweries around the world, including in LA.

Prefer reds and whites? There are 115 wineries in San Diego County and they—much like our breweries—can be found in every corner of the region. Los Angeles County has 25–30 active wineries open to the public, but we have 35 in our central inland area alone (between Escondido and Ramona), including Domaine Artefact, Highland Hills, and Milagro. If nature flares up your allergies, we’ve got urban wineries, too, like Vinavanti or LJ Crafted.

Chalk it up to San Diego having more distinct wine-friendly microclimates than any other county in the US, resulting in more than 60 vinifera varietals—everything from France’s Bordeaux and Rhône to Italy’s Tuscan and Piedmont and Spain’s Rioja—not to mention the old classics from right here in California, like primitivo and petite sirah.

Wherever you may be in San Diego County—you can most often get to a brewery or winery in less than 20 minutes. And where does 20 minutes in LA get you? I think you already know the answer to that one.

—Bruce Glassman

Our ’Bertos are better. So there.

San Diego knows Mexican food like only a community this close to the Tijuana border could.It makes sense. San Diego is the birthplace of the Roberto’s Taco Shop chain, a 24-hour fast-casual eatery that knows its way around a carne asada burrito. Founded in 1964, there are 14 Roberto’s in San Diego today, and hundreds of worthy ’bertos imitators, from Adalberto’s to Juanberto’s to Rigoberto’s. The closest Angelenos can get to an actual Roberto’s Taco Shop? Mission Viejo. In Orange County. Lo siento, amigos al norte.

—Jennifer McEntee

​

22 Reasons Why San Diego Is Better Than LA

22 Reasons Why San Diego Is Better Than LA

We invented three Mexican food favorites

Not only have Mexican food outposts flourished in San Diego since the 1920s, but we expanded the menu, introducing a drink and two dishes to the rest of the nation.

Frozen Margarita

Back in 1947, bartender Albert Hernandez Sr. (who passed away in 2006) invented the frozen margarita at La Plaza, a Mexican restaurant once located in Bird Rock.

Hernandez’s take was an adaptation of the margarita served at Rancho La Gloria, the Baja restaurant often considered the cocktail’s birthplace. Instead of serving the drink on the rocks, Hernandez combined Jose Cuervo Gold tequila, Cointreau, fresh lime juice, and ice in a blender. Made by the pitcher, the slushy margs were served in salt-rimmed glasses adorned with a lime wedge.

California Burrito

Yep, that wonderful forearm-size frankenfood in which french fries share top billing with carne asada, salsa fresca, cheese, and guacamole. It’s an affront to the cold-pressed juice lifestyle and we’re okay with that.

Granted, its origin story lacks detail. According to Gustavo Arellano, a leading historian of Mexican American food, it was first sold in the 1980s by the ’bertos chain, the San Diego family taco shop operation that began with Roberto’s and includes Alberto’s, Filiberto’s, and others. But no one can recall which ’berto invented it, nor the specific year it was first sold.

Still, two points are incontestable: french-fry-filled burritos didn’t exist in the US before they appeared in San Diego, and fries make everything better.

22 Reasons Why San Diego Is Better Than LA

22 Reasons Why San Diego Is Better Than LA

Fish Taco

San Diego State alum Ralph Rubio introduced America to fish tacos in 1983. His flagship? A converted Orange Julius walk-up stand on Mission Bay Drive dubbed “Rubio’s Fish Tacos.”

The business idea was inspired by surf trips he’d taken to San Felipe during college, when he and fellow Aztecs fueled their pursuit of swells with the prized Baja street food.

Today, the first brick-and-mortar Rubio’s, which sits on the spot of the walk-up, is just one of 201 restaurants operating in California, Nevada, Arizona, Utah, Colorado, and Florida.

His surf days are behind him, for now. “I still have all of my boards,” Rubio says. “I need to sell a few more fish tacos before I can ‘retire’ and paddle out again.”

—Christine Pasalo

We’ve only lost one team

So the Chargers have left us. I won’t say good riddance, because I died inside. The Chargers were a bridge between me and my father. The Chargers were better than church.

But I will say this: poor Los Angeles.

The Chargers have gone to a city that has proven unable to keep a football team. The Raiders left. The Rams left (and returned). The Chargers left (they started there in 1960). Los Angeles loves cheekbones more than it loves football.

There’s a reason why football doesn’t work in Los Angeles. First of all, in order to navigate LA traffic, you’d have to leave on a Thursday to make the kickoff at a Sunday game. Second, traffic is awful. Third, traffic is bad.

No one will go. The “selfie value” just doesn’t pan out.

And now LA has two teams—the Rams and the Chargers. The Rams have the richest owner in football. The Chargers don’t. Who do you think is going to spend the money to brand the team and win over the hearts of Angelenos?

The Chargers are now the bridesmaid, not the bride, to a town that doesn’t care. They are the microscopic fish in a big pond.

Trust me, San Diego, when I say that we’re better off. We can take a few years spending that money on things that matter—education, infrastructure, fraudulent city contracts—and then invest in a team with an owner who has the clout and passion to actually compete.

San Diego Super Chargers, no more. In Los Angeles, they are the San Diego Superfluous Chargers.

—Troy Johnson

22 Reasons Why San Diego Is Better Than LA

22 Reasons Why San Diego Is Better Than LA

In terms of public parks, we are fields ahead

San Diego has the 12th-best park system among the largest 100 American cities according to The Trust for Public Land (TPL), the national nonprofit that advocates for the creation and improvement of parks. Los Angeles didn’t even place in the top 60.

Because parks make up so much of our city area (nearly 40,000 acres), they’re less people-dense than, say, those in LA. According to ParkScore, TPL’s rating system, 30 San Diegans are served per park acre, compared to 100 in LA. Less crowding means better access to playgrounds, recreation centers, and basketball courts.

Also, more of us live within one mile of a public park than someone living in LA, and when parks are plentiful and nearby, they improve a city’s quality of life: Studies have shown that people living in or near green areas experience a 12-percent lower mortality rate.

This year will see upgrades to existing playgrounds in park-deficient communities, such as Chollas Lake and Larsen Field, and the completion of new skate parks in Linda Vista and City Heights, thanks to the department’s pursuit of federal and state funding.

—Christine Pasalo

22 Reasons Why San Diego Is Better Than LA

22 Reasons Why San Diego Is Better Than LA

Our nature is better and closer

Of San Diego County’s 4,526 square miles, one-third of our county is public land available for recreational use and all is accessible within a two-hour drive. Add to that the 2,000 species of plants, including the rare Torrey pines, and San Diego really is still wild. San Diego’s jagged topography lends itself to a rich and varied landscape—we have the largest biodiversity of any county in the US–and while sunny and 73 degrees might seem like a constant, our highest and lowest temperatures have been recorded at 122 F in Anza-Borrego Desert State Park’s rugged badlands and a chilly minus 4 F in the pine-shadowed canyons of Cuyamaca Rancho State Park.

More than 500 species of bird have been recorded by the San Diego Audubon Society, at least 23 of which are endemic to this region. Look for the light-footed clapper rail and Belding’s Savannah sparrow at the Tijuana Estuary, then visit the mountain town of Julian to see frenetic white-naped pygmy nuthatches creep up oaks and rare white-headed woodpeckers bore holes in a pine snag.

But birds aren’t the only animals here—San Diego is also home to 742 species of mammals, which includes the endangered peninsular bighorn sheep, found on the foothills surrounding Borrego Springs, or the jumpy Stephens’ kangaroo rat.

—Jade Belzberg

​

We lead the state in welcoming refugees

Since 2009, the county has taken in 23,094 refugees from 34 countries, according to data compiled from the U.S. Department of State. That’s more than any other region in California, making us a leader in the state’s effort to shelter people forced to flee their home countries due to violence and persecution.

—Christine Pasalo

​

LA can’t come close to San Diego’s food quality

Los Angeles has an amazing restaurant scene. I’m not going to tell you different. To say San Diego has more options than LA is to admit lunacy.

What I will tell you is: San Diego’s restaurant scene is better.

San Diego has more small farms than any county in America. And if I’ve learned anything as a food writer, it’s that small farm food tastes a hell of a lot better than big farm food. It’s the difference between Coors Light and craft beer. The fewer things you focus on, the better those things are. Period. A pretty basic law of life.

LA has great big farms. That’s nice. San Diego has great small farms. That’s better.

Food tastes best the very second it is pulled from its source. Every second after that, it slowly descends into mediocrity and eventual spoil (not to mention it starts to bleed nutrients).

To test this theory, taste a ripe tomato as soon as it’s plucked from the vine. Hosannah! It tastes like an actual tomato. Sweet, acidic, perfect. It tastes like the tomato your grandmother swore tomatoes tasted like, and why she complains every time you cook. Now taste that same tomato three hours later. Still good. But less good.

“Farm-to-table” is an abused word. A lot of BS. Hell, fast food gets their produce from a farm somewhere.

But San Diego is by far the country’s truest “farm-to-table” mecca. Our 6,600-or-so small farms deliver the world’s best produce to our chefs in the shortest amount of time.

Chino Farm? The one that helped make Alice Waters and Wolfgang Puck famous? It’s not in Beverly Hills. It’s here.

Admittedly, Santa Monica had the first great farmers’ market in Southern California. But those days are over. Now, San Diego’s farmers’ markets are the greatest thing in not only SoCal, but the globe.

Our chefs are cooking with this produce. Los Angeles is cooking with it, too—just a couple hours or days later.

San Diego also has an ocean as its border. Groundbreaking studies have revealed fresh seafood to be desirable. Due to soul-sucking traffic, seafood takes longer to get where it’s going in LA. Nothing kills the quality of your restaurant meal quite like rush hour on the 405.

San Diego also has a Mexico, which is growing some of the best produce, olive oil, and wine in the Americas. Sure, Los Angeles can get some of that action, but only after a few hours in a hot truck. Congratulations on second place, Los Angeles.

On top of it all, LA lives and dies by trends—and trends are meant to die. With four million residents, a new restaurant opens up every six seconds or so. And with every restaurant that opens in LA, a formerly trendy restaurant closes. You may be thinking there are too many restaurants opening in San Diego—and there are—but LA is 10 times worse.

Instead of hopping from one trendy restaurant to the next, San Diego diners repeatedly visit their favorites. That repeat business helps restaurateurs, and they use that money and experience to get better. A lot better. Longevity breeds excellence.

So San Diego has the freshest produce and seafood of any big city in the world. Our restaurants tend to last longer, which yields better food. Sorry, LA. We’ll send you the food we don’t use.

—Troy Johnson


More in Beat LA:

  • Leaving Los Angeles

    We asked Angelenos who defected to San Diego what they miss (and don’t miss) about life in La La Land.

  • Our LA Wish List

    Don’t get us wrong. Tinseltown ain’t all bad. Here’s a few imports that SD could benefit from…

22 Reasons Why San Diego Is Better Than LA

Illustrations by Edmon de Haro (who lives in Spain)

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Everything SD JULY 15, 2026

He Saved an Encinitas Landmark Then Built a New One

After Captain Keno's closed, pro surfer Benji Weatherley gave its tables, dishes, and memories a second life at Breakers Cafe Bar & Grill

He Saved an Encinitas Landmark Then Built a New One
Photo Credit: Matt Furman

Captain Keno’s No. 8 special—pancakes, sausage, toast, home fries, and eggs for $2.99—was the fuel that powered Benji Weatherley for surf competitions as a teenage pro. A couple decades later, tears were shed when the Coast Highway dive-slash-eatery called it a day after 54 years. Usually, the guts of a shuttered restaurant go to liquidation auctions or straight to the dump to decompose along with its legend. Instead, Weatherley took in Keno’s spare parts—plus other relics from Encinitas’ past—and used them to build the newest community hangout.

Every single piece in the place is from somewhere in this town,” Weatherley says about Breakers Cafe Bar & Grill. “I’m not going to settle for anything less.”

Breakers is a Hawaiian hideout in an uncool part of the coastal surf town, but it’s got the set design of an Encinitas superfan. The plates, silverware, and coffee mugs are from Keno’s. So are the tables and booths. There’s a bench made from the last table preserved in The Derby House (a building that, for over a century, was a hotel, then became a hospital, a religious retreat, and a private home). Weatherley’s not performing CPR on old upholstery because he’s a fan of antique furniture. It’s a method to bring people together.

“Representing nostalgia in this town is the only way to grasp a hold of the community,” Weatherley says. “Everyone wants to touch and feel something different from what they’re experiencing on their phones.”

Photo Credit: Matt Furman

Every week, locals bring him photos, artifacts, and bits of paraphernalia from Encinitas’ past and ask Weatherley to give them a new home. “I’ve had ladies who were there when [Captain Keno’s] opened cry in my arms and say, ‘This table is where I had my second birthday with my grandma,’” he says. “They tell me these stories, and I tell them I have all the same stories about my mom.” (Weatherley’s mom first brought him to Keno’s and helped raise the young surfers from the Momentum Generation documentary—Weatherley, Taylor Steele, Rob Machado, Kelly Slater, etc.—as they surfed some of the world’s most dangerous waves at Pipeline in Hawaii. Back then, she owned Breakers Restaurant & Bar in Haleiwa. Name sound familiar?)

Weatherley has always been the funniest man in the room. He calls Breakers “the Chuck E. Cheese of Encinitas.” The restaurant hosts hula dancing classes, open-mic comedy nights, and evenings bartended by longtime Captain Keno’s barkeep Vaka Kaufusi. Cult-loved reggae band Steel Pulse hit the Breakers stage recently to perform a new song that Weatherley also helped write. His longtime friend Jack Johnson has dropped by to sing a few, too.

Despite not having a fancy location along the 101, people are catching on. Fire stations and hospitals have held staff parties there. Weatherley also currently sponsors four sports teams.

“Last night, I had a girl say, ‘I want my birthday party at Breakers,’” he says. “That, to me, is community in a nutshell.”

Emma Veidt

About Emma Veidt

Emma Veidt is an editor at San Diego Magazine. She earned her bachelor's and master's degrees from the Missouri School of Journalism. She loves running, hiking, and rock climbing, but really, she mostly loves encounters with the street cats around North Park.

Arts & Culture JULY 13, 2026

How Scrojo Became One of Rock’s Most Prolific Poster Artists

The San Diego designer has created more than 3,000 concert posters over nearly 40 years for artists including the Rolling Stones and the Red Hot Chili Peppers

How Scrojo Became One of Rock’s Most Prolific Poster Artists
Courtesy of Scrojo

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.

Courtesy of Scrojo

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

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

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

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

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

Courtesy of Scrojo

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

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

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

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

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

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

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

Courtesy of Scrojo

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

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

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

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

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

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

Courtesy of Scrojo

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

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

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

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

Matt Eisenberg is an award-winning writer and photographer based in San Diego. A former ESPN editor, his work has also been published by CNN, Bleacher Report and the New York Daily News.

Everything SD JULY 13, 2026

San Diego Neighborhood Guide: Rancho Santa Fe

Explore restaurants, activities, and shops within this affluent North County community

San Diego Neighborhood Guide: Rancho Santa Fe
Courtesy of the Inn at Rancho Santa Fe

The inland North County community of Rancho Santa Fe is often associated with wealth. It’s one of San Diego’s most expensive residential markets and is consistently ranked one of the highest-income zip codes in California and the U.S. Rancho Santa Fe is known for its large equestrian community including riding facilities and horse trails, as well as its country club lifestyle and associated golf courses.

At the center of this luxury master-planned community is a small, walkable downtown area referred to as the “village,” with The Inn at Rancho Santa Fe acting as both a landmark and social hub. Much of the community, including the historic Inn, was designed by acclaimed architect Lilian Rice, one of California’s earliest female architects. The Spanish Colonial-style architecture she brought to the village is still one of its defining characteristics today.  

Whether you’re coming to Rancho Santa Fe for golf, horseback riding, or pampering at a resort spa, be sure to start with a short walk around the village to take in the neighborhood’s charm. Plan your next visit here with our neighborhood guide to the area’s best restaurants, things to do, and shopping.

Jump To: Restaurants | Things to Do | Shopping

Courtesy of Goli

Rancho Santa Fe Restaurants, Bars, and Coffee Shops

The Pony Room

Families congregate at The Pony Room for elevated California ranch-style cuisine. Lamb lollipops, carne asada tacos, burgers, and weekly dinner specials are offered here, alongside an extensive collection of wine and spirits (especially tequila) and sizeable kids menus. As the signature restaurant of Rancho Valencia Resort & Spa, this all-day eatery is a lively centerpiece of the local social scene.

5921 Valencia Circle

Mille Fleurs

The piano bar at Mille Fleurs is the buzziest spot to be on Friday and Saturday nights in Rancho Santa Fe. French classics like escargot, lobster bisque, duck confit, and steak frites are the main dinner attractions at this local institution that has been around for more than 40 years. Spring for the four-course prix fixe menu before nabbing a coveted bar seat near the piano entertainer.

6009 Paseo Delicias

Nick & G’s Restaurant

Nick & G’s is one of the most prominent restaurants in the village, with an outdoor patio that overlooks the main thoroughfare. Enjoy modern Italian food, steaks, and seafood dishes here, including homemade pasta, pizza, wagyu beef, and oysters. Be sure to check their live music schedule and events calendar for the latest happenings.

6106 Paseo Delicias

Lilian’s

Named after renowned architect and planner Lilian Rice, Lilian’s is The Inn at Rancho Santa Fe’s flagship restaurant. Their upscale menus feature sustainable seafood, grass-fed meats, local produce, and even sushi rolls during dinner. Outdoor seating provides a bird’s-eye view of the village and an elegant backdrop for weekend brunch. Stop by Bing’s Bar (a nod to Bing Crosby) for craft cocktails, beer, wine, and light bites in a refined setting.

5951 Linea Del Cielo

Thyme in the Ranch

Quaint cafe and bakery Thyme in the Ranch serves a small selection of breakfast and lunch items (don’t miss the tarragon chicken salad), but is perhaps best known for its pastries and baked goods. Cakes, pies, muffins, scones, and cookies fly off the shelves here, where locals come for special occasions, parties, and group catering orders.  

16905 Avenida De Acacias

Paseo RSF

Located inside a historic building once home to Rancho Santa Fe’s original schoolhouse, Paseo RSF is one of the village’s newest dining options. The charming American bistro has pasta, salads, burgers, meat and seafood entrees, plus a thoughtfully selected California wine list and new sushi and omakase program. Kids and dogs are both welcome here.

6024 Paseo Delicias, Suite C

Rancho Roasters

Grab a quick coffee to go from this walk-up window in the same shopping center as the post office. Cinnamon roll lattes, cold brew, spiced chai, smoothies, protein bowls, and more can be found at Rancho Roasters, where they brew beans from Dark Horse Coffee.

16950 Via De Santa Fe

Goli Pizza

Casual pizzeria and martini bar Goli is a popular spot for catching the latest sports games. Order one of their unique specialty pizzas like the Casbah with hummus and veggies, build your own pizza or burger, or go with one of their hearty wraps that’s made with an extra thin version of pizza dough.

18021 Calle Ambiente, Suite 403

Cocina del Rancho

Find generous portions of Mexican food at Cocina del Rancho, run by the same owners as Carlsbad’s Cicciotti’s Trattoria Italiana and Village Kabob. Get classic dishes like burritos, tacos, and enchiladas, plus their specialty items including pulpo, carne asada, and fajitas with lobster tail. Don’t skip the margaritas.

16089 San Dieguito Road

Chino Farm Stand

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.

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
Matt Furman Photography

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.”

Matt Furman Photography

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.”

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.”

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.”

Matt Furman Photography
Matt Furman Photography

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.

Matt Furman Photography

Partner Content
Guides JULY 6, 2026

6 Perfect Days in North County

We found a handful of inspiring people who live in, and truly know, these 'hoods and asked them how they’d spend their time out and about

6 Perfect Days in North County
Courtesy of Oceanside Museum of Art

Growing up in Carlsbad, I never quite understood why people vacationed there. What, so you want to check out the field where I have soccer practice? Pay my orthodontist a visit? Carlsbad just felt like a town by the beach, no better or worse than any other in the country. It took going to college out of state for me to actually understand just how rare a place like Carlsbad is.

Thanksgiving break my freshman year, my first time coming home after three months in the Midwest, my shoulders dropped. I rolled down the windows and drove to lifeguard tower 37—the hangout magnet for Carlsbad’s youths (and, in the summer, tourists)—and the smells of the ocean woke me right up like smelling salts do. I finally got it.

Carlsbad isn’t just a stopover town on your way to something better. It is the destination. Travel + Leisure named Carlsbad one of the top 50 places around the world to travel in 2026. From the whole globe, the travel magazine picked my home. Sure, we’ve got the Flower Fields and Legoland—but now it’s the smaller ships and indier dreams that are giving it street-level character.

It’s not just Carlsbad, either. People have talked about the “North County bubble” for decades—a force field that prevents its residents from traveling south of the 56. It’s often used derogatorily, and it’s a fairly accurate burn.

For decades, living up in North County meant giving up on culture, or at least culture within close proximity. But now, the main expansion of San Diego culture is happening up north. Central San Diego restaurants have started taking notice and are expanding into the area—spurred no doubt by Oceanside’s food boom and the Jeune et Jolie–Campfire–Wildland–Lilo constellation in Carlsbad. City Heights burger joint Key & Cleaver opened a new spot in Oceanside; the owners of Parc Bistro-Brasserie in Bankers Hill opened Parc Lounge in Rancho Santa Fe. Possibly the strongest market indicator is that Sam Fox—one of the most successful restaurateurs west of the Rockies—has started focusing on North County for his concepts. In 2025, he opened both The Henry in Carlsbad and Culinary Dropout in Del Mar.

For the ultimate insider guide, we found a handful of inspiring people who live and create and truly know six North County neighborhoods—San Marcos, Escondido, Oceanside, Leucadia, Rancho Santa Fe, and Vista—and asked them how they’d spend a dream day out and about in their town.

Courtesy of North City Farmers Market

San Marcos

San Marcos is in full renaissance mode. The biggest story is that the grand North City vision is starting to peek through the scaffolding. It’s essentially the North County Downtown that’s been written in the tea leaves and discussed whenever someone gets stuck in traffic at the 5/805 merge: a 200-acre, pedestrian-friendly, mixed-use face-changer that’s slated for 2,600 homes, 350,000 square feet of retail and restaurants, 250 hotel rooms, and about a million square feet of offices and labs. Its most recent manifestation is 222 North City—a 12-story residential tower with over 450 residences, rooftop garden, pool cabanas, art installations, and almost 20,000 square feet of ground-floor retail (Necessity Coffee, Buona Forchetta, Draft Republic, Milonga Empanadas, and a grocery store anchor on its way).

Which means Restaurant Row is no longer burdened with being the primary caregiver for the hungry or the socially inclined. Patricia Prado-Olmos has watched the city morph during her nearly three-decade tenure at CSUSM, having spent the past six years as the school’s chief community engagement officer. She also just announced her forthcoming retirement at the end of the 2026–2027 school year, so she’ll have even more time to haunt local haunts.

Meet the Local: Patricia Prado-Olmos

Those in the know call the university “Cal State StairMaster” from the Sisyphean amount of stairs on the hillside campus. So, any day at or around CSUSM should start with a homestyle carbo-load (biscuits and gravy) from Mama Kat’s.

“There’s something about this breakfast spot that immediately puts me in a good mood,” she says. Mama Kat’s is also known for its pie (strawberry-rhubarb), which is breakfast if you change your perspective.

After a few hours on campus—with a break to pet the university’s official therapy goldendoodle, Frank, who helps ease finals tremors or apprehension of on-campus stairs—Prado-Olmos will wander into North City, just steps away. She says the almond croissant and coffee at Christophe Rull Patisserie rival Parisian cafés: “It feels like the kind of place you’d stumble across in a much bigger city.”

Rull, a Michelin-trained pastry chef who’s done stints on Netflix (Bake Squad) and Food Network (Super Mega Cakes, Halloween Wars), opened his patisserie last fall. The hype hasn’t cooled off yet: Get there early because the crowds do.

Emma Veidt

About Emma Veidt

Emma Veidt is an editor at San Diego Magazine. She earned her bachelor's and master's degrees from the Missouri School of Journalism. She loves running, hiking, and rock climbing, but really, she mostly loves encounters with the street cats around North Park.

Everything SD JULY 1, 2026

Editor’s Note, July 2026: Hello Again

New editor Emma Veidt gives an introduction and her ode to the once-sleepy, now slept-on North County

Editor’s Note, July 2026: Hello Again
Courtesy of Visit Oceanside

I am fairly sure they don’t let you graduate from Carlsbad High School without a W-2 from Legoland. Being a Legoland MC (Model Citizen, the employee’s moniker) is a rite of passage for all of us who grew up in North County. If you spent a day at the theme park in the 2010s, I probably pointed you toward the Granny Apple Fries or measured your height at a ride entrance.

And now we meet again. I can still point you to quality fries.

This is my first full issue as the new print editor for San Diego Magazine. But it’s not my first time here: I was an editorial intern for these pages back in 2018 (see photo). To be a part of a constant study of the city, its people, its culture, then finding the most compelling stories and bringing them to life—it was incredibly impactful and solidified my decision to pursue all of this (local, print magazine journalism) as a career. Since my internship, I’ve gotten my bachelor’s and master’s degrees from the Missouri School of Journalism and worked for nearly five years at Backpacker magazine. And I’m back at San Diego Magazine, baby. There’s a real magic to narrating the lives lived and dreams dreamt in the place that built me. I am excited to be a part of building the culture of where I’m from. And, born in Tri-City Medical Center and raised in Carlsbad, I can’t think of any other place than our North County issue for me to make my grand entrance as an editor.

Editor Emma Veidt at San Diego Magazine in 2018

To me, North County isn’t just where I’m from; it’s home. Throughout the years, I have run thousands of miles (I did the math) up and down the 101 between Oceanside and Cardiff. I’ve spent thousands of dollars (an estimation, too painful to do the actual math) on BRCs—beans, rice, and cheese burritos—from Lola’s, Juanita’s, and the late, great Pollos Maria.

The stretch of land between Camp Pendleton and the 56 is easy to love. We’re quieter and a little more zenned out than our lower-latitude neighbors, sure, but we’re neither sleepy nor boring.

Do you think Scrojo, the Belly Up’s punked-out poster artist featured on page 68, could last a day somewhere boring?

What I’ve always loved about North County is that the culture shifts every couple of miles as you reach a new town. For years, the media seemed to cast the realm above the merge as a two-toned monolith: sleepy surf towns to the west, suburbs and country living to the east. The nuance of each section seemed flattened or clumped. I think you’ll see the vastly different cultures of North County in this issue—but all distinctly San Diego. Which is to say a little mellower, fewer airs, come as you are.

It’s hard to imagine that the dusty trails and vibrant, muraled alleyways of Escondido are just miles from the barefoot surfers roaming Leucadia. Even though the SDM editorial staff is made up of two lifelong locals and other longtime residents, we don’t pretend to be the experts on every street. What a good city media company does is find the people who are experts, who have a unique hyper-local perspective—and give them the stage.

So we picked six North County neighborhoods—Oceanside, Vista, San Marcos, Leucadia, Rancho Santa Fe, and Escondido—and reached out to artists, community leaders, business owners, anyone making their neighborhood brighter, and we had them describe their perfect day out and favorite things that give their neighborhoods meaning and culture. These itinerary curators included San Marcos’ Patricia Prado-Olmos, Leucadia’s Jeff Schade, Oceanside’s Aaron Crossland, Escondido’s Suzanne Nicolaisen, Rancho Santa Fe’s Charo Garcia-Acevedo, and Vista’s Steve Glaudini. If there’s anyone who lives and breathes North County, it’s them. Check out their recommendations in our feature on page 56.

This month, we’re also going back in time almost 15 years to the Big Bay Boom. Yes, that meme-ified Fourth of July fireworks show where enough pyrotechnics for a 17-minute show went off at once over San Diego Bay. Content Chief Troy Johnson remembers the day and dug back through the story for a hilarious locals’ take on the big debate: Was it the worst fireworks show of all time, or the greatest? (Page 38.)

Before I leave you to our hard work, a sentimental note. When my parents moved from St. Louis to San Diego in the early ’90s, my mom subscribed to San Diego Magazine to learn about her new neighborhood. Now, over three decades later, I’m here—on this planet and in these pages. I thought about my parents a lot as we worked on this issue. Maybe there are a couple new San Diegans reading this magazine for the first time. Maybe that’s you.

Well then, to both of us, I say, “Welcome.” Let’s do this.

Emma Veidt

About Emma Veidt

Emma Veidt is an editor at San Diego Magazine. She earned her bachelor's and master's degrees from the Missouri School of Journalism. She loves running, hiking, and rock climbing, but really, she mostly loves encounters with the street cats around North Park.

Partner Content JULY 10, 2026

Health & Wellness Summer 2026

It’s a Self-Care Summer. Because your best self is our favorite self.

Health & Wellness Summer 2026

If you’re anything like us, it can be easy to get so caught up in taking care of everyone else, that your own needs get lost in the ether. But while this may be a cliché, that doesn’t make it any less true: You can’t give your best self to other people unless you’re taking care of yourself.

Sometimes, that looks like stopping in for your regular acupuncture or chiropractic appointment. Other days, it means giving your body the fresh, organic fuel it needs to truly feel and function at its best. And some other times still, it involves leaving your responsibilities behind for a weekend to pamper yourself at an incredible resort and spa.

Only you can decide what your truly need. We’re just here to help you find the best ways to get it.

Tommy Bahama Miramonte Resort & Spa

Island living meets desert luxury at the Tommy Bahama Miramonte Resort & Spa in Indian Wells. When you step onto the 11-acre property, you’ll be surrounded by sweeping view of the Santa Rosa Mountains with olive trees and fragrant citrus groves decorating the grounds. In other words, everything about this relaxed but refined resort is primed to help you let go of the stress from home and enjoy easy sun-soaked days and gorgeous starry nights.

The rooms blend calming, woven textures with Tommy Bahama’s signature tropical prints and feature private lanais, making it easy unwind the moment you walk in the door. If you book one of the four Villa Suites, you’ll be treated to exclusive Tommy Bahama furniture and unique personal touches to further that feeling of instant ease.

At the award-winning Spa Rosa, the expert team will help reset and recharge your body and mind using methods and rituals inspired by the desert. The 12,000-square-foot retreat includes outdoor soaking pools, eucalyptus steam rooms, and outdoor cabanas, as well as massages, facials, and body masks—all aimed at creating a day dedicated to you. We’re particularly partial to the Day Long Escape, an indulgent all-day affair of CDBs soaks, renewing scrubs, life changing massages, and transformative facials.

Following your treatment, continue the experience with a meal on the patio at Grapefruit Basil. We love the Hamachi Crudo, a light, citrus-forward dish featuring premium yellowtail, house-made ponzu, creamy avocado, and fresh seasonal garnishes.

Whether you’re strolling the gardens, relaxing beside its saltwater pools, or indulging in a restorative treatment, you’ll be able to escape in style and relax in luxury at the Tommy Bahama Miramonte Resort & Spa.

Healcove Chiropractic

There’s no shortage of ways to stay active in San Diego—but if you really want to enjoy everything the city has to offer, you’ve got to make sure you’re giving your body its tune-ups. Enter: Healcove Chiropractic. The board-certified chiropractors and wellness professionals at Healcove are experts at addressing that stage where you’re not injured, exactly, but you’re not at 100%, either. Maybe you’re feeling a bit tense or stressed out. Or it could be that you’re not quite moving the way you want to. Sometimes, it’s just that the accumulation of days, weeks, or even years of daily strain is starting to take a toll. No matter what stage you find yourself at, the Healcove Chiropractic team can provide integrated, preventative care centered on long-term, science-backed approaches that ensure you can always stay active and live the life you want to live pain-free.

This starts by providing truly individualized care. Every patient can expect a thorough 60-minute consultation session that includes a posture and movement screening. This allows the team to develop a completely personalized plan. That plan might include chiropractic care, acupuncture, or massage therapy, as well as functional fitness training, vibration and sound therapy, and Dynamic Neuromuscular Stabilization, a clinical rehabilitation method that retrains the body’s stabilization systems. Whatever the team recommends, you can be sure that it’s tailored to meeting your body’s needs today and the future.

There’s a reason that San Diego Magazine named Healcove the “Best Chiropractor in San Diego”—don’t wait until you’re struggling with an injury to find out why. Book an appointment today for holistic, integrated care that helps ground and heal your body before it reaches a crisis point. 

Juice Holler

West Coast wellness culture meets the community feel of Southern Appalachia at Juice Holler. Juice Holler’s menu consists of made-to-order smoothies and smoothie bowls, as well as grab-and-go cold-pressed juices, wellness shots, salads, and more. It operates from the blissfully simple premise that fueling up with food and drink that’s guilt-free and good your body should be simple, accessible, and, above all else, delicious. And if you haven’t yet made it out to the Encinitas café, which opened just this year, let us be the first to tell you: Juice Holler delivers on each and every of these fronts.

We love the Supercharger smoothie, a mood-lifting and body-fueling option made with banana, almond butter, blue spirulina, maca, grass-fed whey protein, raw cacao nibs, medjool dates, and coconut milk. We’re also partial to the Thrive Alive smoothie bowl, where avocado, mango, sea moss, spirulina, mint, coconut milk, and agave are mixed and topped with coconut, chia seeds, strawberry, mango, and chocolate drizzle. The wellness shots include the Detoxifier, a cleansing blend of kale, cucumber, lemon and spirulina, plus a shot specially designed to fight inflammation (named, fittingly, Anti-Inflammation). Probiotic overnight oats, lemon turmeric bars, and strawberry shortcake chia pudding are other standouts on the grab-and-go menu.

Much of the vibe feels beachy North County chic—think green tile with orange and pink accents, grounded with greenery and natural wood—but Juice Holler founder Kelly Sergott, a longtime Encinitas local, has also enfused the space with her Kentucky roots. In Appalachia, a holler is small valley between hills and mountains, where nature reigns, community is king, and nourishment comes right from the land. At Juice Holler, Sergott has created a holler for the busy modern times, using local ingredients to create a spot for people to come together and enjoy fresh, fast, feel-good fuel for their day.

Everwell Acupuncture

We’ve all had that experience with a medical professional where we’ve felt rushed, ignored, or misunderstood—and ultimately, like we didn’t get the answers that we needed. But at Everwell, the holistic acupuncture practice located in Solana Beach, the care team wants to transform your understanding of what healthcare can look like.

Patients at Everwell experience care rooted in intentional listening and radical empathy—and trust us, those aren’t just corporate buzzwords. This place actually puts those ideas into practice. You will always be given the time you need to tell your story— initial in-take appointments are two hours long—and you can rest assured that your story will be believed. Every single question and concern will be addressed by a dedicated practitioner who wants to find the specific solutions that work best for you, and you’ll receive care that’s aimed at healing the body, mind, and spirit.

Everwell’s highly trained, doctorate-level practitioners blend evidence-based acupuncture with the practice of classical Chinese medicine. (If you’ve never tried acupuncture before or aren’t sure if the team will be a fit, we’d highly recommended Everwell’s complimentary 20-minute consultations.) Research shows that by stimulating specific points on the body, acupuncture activates a natural healing response in the body, helping to restore balance, regulate the nervous system, and improve overall wellbeing. This allows the practice to address an incredibly wide range of conditions from chronic pain and autoimmune disorders to digestive issues, from stress and burnout to headaches migraines, fertility and postpartum struggles, hormonal imbalances, sleep concerns and more.

At Everwell, you can expect to feel heard, trusted, respected, and cared for. This is a space that doesn’t want to be just another healthcare provider you visit; it wants to provide patients with dedicated partner who will be there for their entire health journey.

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1230 Columbia Street, Suite 800,

San Diego, CA