
Featured articles
Food & Drink
Food & Drink
Food & Drink
Featured articles
Everything SD
Features
Everything SD
Featured articles
Everything SD
Things to Do
Everything SD
Featured articles
podcast-ep
podcast-ep
podcast-ep
Featured articles
Features
Features
Features
Featured articles
Everything SD
Partner content
Food & Drink
Ready to know more about San Diego?
SubscribeReady to know more about San Diego?
They've defied cancer, male-dominated career paths, North Pole temperatures, and more to achieve total badassery
If the marches, protests, and rallies weren’t evidence enough, 2017 has become the Year of the Woman. From local and federal government to startups and sports, the focus has shifted to the female leaders blazing trails and shattering records while they’re at it. They don’t take “no” for an answer; they persist.
Our city is no exception. San Diego is teeming with female icons in careers as varied as science and architecture. Here, we shine a spotlight on four local women who’ve endured it all—male-dominated industries, cancer, injuries, extreme temperatures, and worse—and come out on top. Badass, indeed.
4 San Diego Women Who Are the Definition of Badass
Edie Littlefield Sundby was arrogantly healthy. She ate organic food, practiced yoga, loved being outside—and had not been to a primary care doctor in over twenty years. Then in 2007, at 55 years old, she was diagnosed with stage 4 gall bladder cancer—a rare form that’s almost impossible to detect in its early stages, before it spreads to other organs—and given three months to live.
What do you do when life throws you a serious, life-changing, possibly life-ending curveball? You either give up, or you fight. Despite her odds of survival being less than one percent, Sundby chose to fight.
“I was terrified, and fear is a great motivator,” she says.
Today, 10 years after her diagnosis, Sundby has become the first person in history to hike the entire 1,600-mile El Camino Real Mission Trail from Loreto, Mexico to Sonoma, California.
Despite the cancer, which has returned aggressively several times, she is full of energy and determination. It’s hard to imagine that the smiling, immaculately dressed, soft-spoken woman sitting in front of me has not only survived 79 rounds of chemo and four major surgeries—including the removal of her right lung—but also traversed some of the most inhospitable terrain on earth, walking in the footsteps of St. Junípero Serra on the Old Mission Trail in Baja California. Calling it a trail might be overly generous, though.
“It’s not a concrete jungle,” Sundby says. “It’s a mountain jungle, a cactus jungle, a desert jungle—sometimes all in the same day.” Big stretches of the Mexican leg of her journey are largely inaccessible by foot and must be traveled by mule.
In her new book, The Mission Walker, she relives part of the trail known as El Paraíso—a 2,000-foot drop straight down the side of a mountain, completely covered in cactus. “Mules don’t want to go down it, no one wants to go, but you have no choice,” she says. “It’s one of those situations when you have an Indiana Jones moment; it’s harder to turn back than it is to plow through.”
But she wouldn’t hesitate to do it again. “It’s those moments in life that thrill us, that stir something within us, that really bring us close to God.” She walks because it makes her feel alive.
“I believe we’re spiritual beings in a physical existence. And when something life-threatening happens to your physical existence, what’s going to kill you, quicker than killing you physically, is something that kills your spirit,” she says. “As long as your spirit is in control, as long as your will and belief are engaged, whether you live or you die, you conquer. You don’t let it kill your spirit. In order not to let it kill my spirit, I had to engage.”
Sundby grew up in the 1950s on an Oklahoma cotton farm without electricity or running water, the second youngest of twelve. She put herself through college by selling bibles door-to-door, and later went on to become one of the first female sales executives at IBM.
“IBM was an incredible place to work. It was all a meritocracy, especially in sales,” she says, comparing the experience to when she was a kid, working to earn her own money. “Then, it was all about how many doors you knocked on, how many newspapers you were able to sell. It wasn’t how you looked, it wasn’t your sex. It was just: Are you willing to sit out in that corner in the rain and were you able to knock on a few more doors?”
In other words, she is not the kind of person to take no for an answer. So when surgeons and specialists told her surgery was too dangerous, she found a different surgeon. When she was told not to go down to Mexico, she went anyway.
“That’s the nice thing about cancer,” she says. “You don’t screw around. You just do it. You don’t look for perfect.”
4 San Diego Women Who Are the Definition of Badass
Two years ago, Vivian Lee had never run a marathon. She didn’t even particularly like running. Then her friend needed a half marathon relay partner, and Lee thought to herself, Six miles… maybe it’s not that bad? Those six miles quickly turned into a half marathon, a full, and an ultramarathon. Today, the 46-year-old Encinitas-based software engineer is only two races away from a Grand Slam—one marathon in each of the seven continents, plus the North Pole.
For most people attempting a Grand Slam, the North Pole Marathon is the last on their list. It’s the most difficult to get to, and has arguably the toughest running conditions. Lee, on the other hand, started at the North Pole, and it’s what got her hooked on extreme marathons.
Lee, who is originally from Beijing and came to the US in 1991, is an avid traveler—at ages 10 and 13, her children have already been to six continents with their parents. When the North Pole Marathon happened to show up in one of her Google searches, she instantly emailed the race director to sign up. At that time she had never actually run a full marathon.
To practice, she started scheduling family vacations to cold-climate destinations, like Denver and Quebec. And while her family was skiing in Mammoth, she was running.
The North Pole is not for the faint of heart. On race day it was minus 22 degrees, there were cracks in the ice runway that kept delaying the event, and once it began, she had to stop several times to change her face mask before it froze over.
“After the first stop I waited too long to change it again, and I had to wait for it to thaw so I could take it off,” she says.
After the North Pole, Lee quickly knocked out a marathon in Australia, one in Europe, and one in southeast China for the Asian leg of the Grand Slam. When I met with her in June, she was just weeks out from running an Inca Trail Marathon in Peru—where altitudes range from 8,000 to 13,779 feet.
It’s a lot easier finding a marathon to run in Europe or North America than in South America or Africa. So for the African leg, Vivian ended up picking the Marathon des Sables. Held each year in April, it’s a six-day, 156-mile ultramarathon through the Sahara Desert that is known as “the toughest footrace on earth.” The distance adds up to about one marathon a day for six days straight, and participants run through sand in scorching heat with temperatures of up to 120 degrees, carrying a week’s worth of supplies on their backs, including food, clothes, and sleeping bags.
“It took tons of preparation,” Lee says. “On the weekends I was doing back-to-back half marathons or longer for two months.” And while her family and friends were sitting down with a steak and a glass of wine, Lee was on the freeze-dried food diet, or doing detailed measurements of how much toothpaste is needed for a week. (Exactly one ounce, it turns out.)
“The food you carry, not only does it have to be light, it has to have enough calories for you to even check in,” she says. “They require 2,000 calories a day. If you don’t have that, you won’t be able to start the race. And 2,000 calories is probably a little over the metabolism rate to keep you alive, but definitely not enough. You will run into a calorie deficit.”
Other risks when running the Marathon des Sables? Dehydration, kidney failure, heat exhaustion, swollen feet, infected blisters—there’s a reason “corpse repatriation” insurance is included in the registration fee. Every morning, the race kicks off with AC/DC’s “Highway to Hell” to set the tone for what the runners are about to endure. So why would anyone voluntarily put themselves through this?
For Lee, it’s about pushing her own limits. Running the North Pole Marathon was a true test of her abilities. “It was not enough to kill me, and I knew I was not at my limit. I knew I could go a little further,” she says. Her running also raises money for the orphans of the Niños de Fe Children’s Home, which is a major motivation as well.
“When things were getting hard, I would say to myself, ‘If you quit, how do you tell those kids?’” she says. “When things get tough, that’s what gives me the power to keep going.”
4 San Diego Women Who Are the Definition of Badass
vivilee
4 San Diego Women Who Are the Definition of Badass
Being a total badass seems to come naturally to Chrissie Beavis. The 36-year-old City Heights resident has been called one of the most unstoppable women in action sports: an X Games gold medalist, a professional rally driver and navigator, and the head judge and rally master of the all-female, San Diego–based Rebelle Rally. She also coaches women who want to learn rally driving and navigating.
It’s a heavily male-dominated industry—but for Beavis, that has never been an obstacle. If anything, she says, her experience has been the exact opposite: “I probably get more opportunities because I’m a woman. Because it’s something different, it’s the underdog thing.”
Her mother, Paula Gibeault, started rallying in the 1970s, so she was basically born into the racing lifestyle. The fact that other women might not have the confidence to get into rallying never even occurred to her.
“I didn’t realize other women didn’t do that,” she says, “didn’t have that confidence that I have because of my mom. My mom’s always been a super-confident, competent person in a man’s world, in the rallying world. So it kind of blew me away that other people don’t have that. ‘What do you mean, why wouldn’t you just go and race?’”
For Beavis, this mind-set has led her to an impressive list of accomplishments: Codriving with top names like Tanner Foust and Travis Pastrana, winning X Games gold and silver medals, and successfully racing her own rally car as a driver.
When she’s not rallying, coaching, doing on-camera driving for TV and movies, or working out the technical aspects of the Rebelle Rally, Beavis is running her own architectural design and fabrication business. She has a degree in architecture, but during a college internship, she realized she wasn’t cut out for working at a traditional firm.
“You just sit in front of a computer all day long, that’s all you do,” she says. “You’re drafting, hardly designing anything, and I realized I wasn’t going to be able to stand that.”
Instead, she started her own business almost right out of college. Today, she designs and fabricates custom solutions for restaurants, boutiques, and private residences. She’s also designed a few homes. “I did a full residence for a friend of mine in Newport, which was really fun,” she says. “We had a contractor build all the main stuff and then I got to build all the custom parts.”
Beavis and her husband—Matthew Johnson, also a professional rally driver—recently bought a two-unit fixer-upper in City Heights that they completely remodeled using mainly reclaimed, sustainable materials.
While architecture and rally racing might not sound like a logical fit, she says they have a lot in common.
“Being a trained architect, I know how to draw and I know angles and lines, and when you’re plotting on the maps, it’s important to be very precise.”
Most of her fabrication clients are women, and in the last few years she’s started focusing on helping other women who are finding their place in racing, as well. She was introduced to the Gazelle Rally through Emily Miller, a fellow racer and the brains behind Rebelle Rally. The Gazelle Rally, or Rallye Aïcha des Gazelles, is an annual nine-day, women-only off-road navigation rally in Morocco. Teams of two women—a driver and a navigator—drive 2,500 kilometers through the Sahara Desert in search of checkpoints, using only topographic maps and a compass. It’s a physically and mentally challenging race, but Beavis, who has done it three times (and won once), says it’s an experience that blew her mind.
“The idea of an all-women rally is just so amazing and so empowering,” she says. “We don’t realize as women how much we’re socially conditioned to rely on other people, even if it’s other women. So when you’re out there really relying on yourself, and you have that confidence to rely on yourself, that’s really something that changes people’s lives. I love that.”
4 San Diego Women Who Are the Definition of Badass
“We don’t quit.” Those three words from her grandfather ended up shaping Brittney Reese’s entire future. In the seventh grade she wanted to quit running, but her mother and grandfather had none of it. So she ended up sticking it out, and in 2008, she made it onto the US Olympic team as a long jumper. Reese went to Beijing that year prepared to come home with a medal, but ended up placing fifth.
“I was devastated. I thought I was at least going to go home with something, and I didn’t get the opportunity,” she says. “So I made a promise to myself that I would never get left off a podium again.”
With very few exceptions, that’s a promise the 30-year-old Chula Vista resident has been able to keep. She won her first IAAF World Championship in 2009, and followed it up with wins in 2010, 2011, and 2012. But she was still missing that crowning achievement.
Then, at London 2012, she jumped 7.12 meters and brought home the gold. Reese describes the experience as a burden lifted off her back. “I had worked so hard, so when I finally got it, I couldn’t do anything but cry.”
Since then, Reese has added two more World Championship titles and an Olympic silver. She’s grown so accustomed to winning that now, anything less than gold feels like a defeat. In 2013, she faced her biggest challenge yet: She injured her hip while competing, but no one could tell her what the issue was. Despite the pain, she pulled herself together and won that year’s World Championships in Moscow. But the problems with her hip didn’t subside.
“I took a month off, and the second week back into training, it started right back up,” she says. “I realized something was seriously wrong.”
When another round of tests showed that she had a torn hip labrum, Reese opted for surgery. She was out for three months, working hard in rehab while growing increasingly tired of being hurt. “I kind of rushed myself to get back and didn’t take the time out that I really needed, and ended up still not fully healed,” she says. The next year she went back for another World Championship title, but her body wasn’t ready yet.
“I started having back spasms, to where I couldn’t walk,” she recalls. “It was devastating. That was the first time in my life that I didn’t make a World Championship final.” She ended up placing 24th, and had to fight both mentally and physically to get herself back to the top.
The next year, in 2016, Reese took home another World Championship title, along with a silver at the Rio de Janeiro Olympics.
“I told myself that I needed to lose,” she says, “because I’d been winning so much, I had forgotten how it felt to actually really lose.” It was a good lesson not only for her, but also for her 9-year-old son, Alex.
Reese grew up with Alex’s biological mother in Gulfport, Mississippi, and has been close to him his whole life. She officially adopted him a few years ago, and now she’s showing him the value of hard work.
“I like to push him and let him understand that things in life don’t come free; you’ve got to work for things.”
Despite having lived in San Diego for the past five years and working as a track coach at Mesa College, Reese is still very much an active advocate of her community back home. In 2011, she famously donated 100 Thanksgiving turkeys to various homeless and religious organizations in her hometown. She also has a scholarship program, and this fall she’s going back home to run her second annual speed and agility clinic for kids in the community.
“I try to do a lot to get the kids involved and just show the community that I’m not forgetting about where I came from,” she says. “For me to be able to represent my country and be able to bring something home, especially the Olympic gold medal, back to where I’m from in Mississippi—we don’t see that every day.”
Today, Reese holds the record in the women’s indoor long jump. As of press time, she also has the women’s best jump in the world for 2017. “I’m having a decent season,” she says, smiling.
4 San Diego Women Who Are the Definition of Badass
After Captain Keno's closed, pro surfer Benji Weatherley gave its tables, dishes, and memories a second life at Breakers Cafe Bar & Grill
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.”

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 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.
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
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.’”
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.
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
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.

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.
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 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.
NOW CFO provides scalable, on-demand accounting and finance support to companies ranging from pre-revenue startups to billion-dollar businesses
Entrepreneurs typically launch businesses because they’re passionate about a product or service, not because they want to manage its finances. While working to carve out a niche in their respective industries and drive their companies forward, many business owners find themselves bogged down by day-to-day accounting. Their existing accounting tools don’t provide the necessary visibility or insight, and they don’t have the time or resources to hire additional staff or a chief financial officer. That’s where NOW CFO comes in.
For more than 20 years, NOW CFO has been pairing businesses across the country with experienced accounting and finance professionals. Its outsourced model allows clients to customize solutions that match their individual needs, size, and financial challenges, whether that’s fractional or interim support, project-based services, or full-time placement.
NOW CFO’s clients range from startups preparing for rapid growth to established companies that need additional financial leadership without the commitment or expense of building an in-house team. However, many of these companies don’t fully understand their needs until they experience a “trigger” event: preparing for an acquisition or capital raise, navigating a first-time audit, or another period of transition. With a team of over 300 consultants nationwide, NOW CFO can start quickly and match the right expert to the right business.

“It’s important for companies to have financial visibility, and we can help them avoid a lot of the potholes that companies often run into,” says Mariah Block, a partner at NOW CFO’s San Diego branch. “Roughly half of our clients have an in-house finance person or department, and we’re resourced for more bandwidth when they need an extra set of hands at the staff or senior accountant level, or the controller or CFO level. Some clients use this a few hours a month and others use multiple people close to full-time. Our model is solution-based and customizable. We’re like a faucet you can turn on and off.”
With NOW CFO, there’s no one-size-fits-all approach. Solutions are based on the client’s individual goals, challenges, needs, and budget, meaning a client never pays for more than they need. Whether it’s a few hours of executive-level guidance or a full accounting team to support daily operations, NOW CFO meets businesses where they are and grows alongside them.
“We pride ourselves on providing our clients with the right resources at the right rate and being able to evolve as their needs evolve,” says Block.
And clients appreciate on-demand access to cost-effective support designed to improve performance and profitability.
Luxury car storage service Auto Concierge has partnered with NOW CFO to support growth over the past year. The arrangement began with a staff accountant who covered a leave of absence, but as the client’s needs changed, they also added a controller role. This allowed Auto Concierge to put effective processes in place and navigate operational challenges. Lori Church, Auto Concierge’s chief operating officer, says NOW CFO has been an “outstanding resource” and a “true strategic partner.”
“From the controller to the bookkeeper, every professional they’ve placed has brought a high level of expertise, responsiveness, and professionalism to our organization. Their team took the time to understand our business of high-profile clients and needs, adapted quickly to our fast-paced environment, and became a trusted extension of our team,” she says. “As Auto Concierge continues to grow, having a reliable financial partner like NOW CFO has allowed us to strengthen our financial and business operations while remaining focused on delivering exceptional service to our clients.”
New editor Emma Veidt gives an introduction and her ode to the once-sleepy, now slept-on North County
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.

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 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.
Eighteen seconds, one unforgettable mistake, and a Fourth of July story that somehow gets better with age
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.
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.
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.
It’s a Self-Care Summer. Because your best self is our favorite self.
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.

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.

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.

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.

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.