The cultural renewal of Downtown got a jolt from this massive, inclusive project. It includes a 225-seat Guggenheim theater for plays, concerts, and lectures; a 58-seat movie house screening indie and foreign films; a 25-foot dual-sided video wall for video installations; gallery space; a “civic collaboratory” for research and public policy; a state of the art computer lab; a dance and wellness room. And that’s just the tip of its culture iceberg.
Formal Display, Informal Culture
California Center of the Arts
Subcultures don’t ask for recognition from art institutions, but it always warms the fringe heart when they get it. “Street Legacy: SoCal Style Masters,” includes the work of nearly 100 artists from the world of lowrider, surf, skate, tattoo, and graffiti. It’s curated by two local culture heavyweights: Bobby Ruiz (CEO of local clothing line, Tribal) and Dr. G Jim Daichendt, an art history professor at Point Loma Nazarene.
Stage as Feminist Expression
Moxie Theatre
The Rolando-area theater company embarks on its 17th season of bringing women+ stories to life with radically inclusive casting and all the determination of its namesake. Having survived the pandemic’s performance embargo with “ZoomFest,” they’re back on stage with world premieres alongside works by Pulitzer Prize-winning playwrights.
Church of Sound
Rady Shell
Rookie of the year, for sure. The city’s $98 million al fresco answer to the Hollywood Bowl or Sydney Opera House is one of the planet’s premier outdoor music experiences. A view of the downtown skyline. Gentle, bay breeze. Even better is the inclusiveness: public park by day and pay-nothing seats along the edges. Anyone else think it also kinda looks like a Dyson fan? (A compliment.)
Rebirth of Art Cool
MCASD La Jolla
Hand-wringing has a history of looking silly in the rearview. And hands were nearly dislocated in the wringing over the $105 million, four-year remodel of MCASD La Jolla. The result? A world-class reorientation toward the sea, doubling the size of the museum and quadrupling the exhibition space (which now has room for a permanent collection).
Long Wait Worth It
The Holding Company
Shortly after OB’s three-story music venue/restaurant/bar opened, the world shut down. Now that venues are open again, the stage is finally living its heyday, hauling in bigger acts like Buckcherry, Mickey Avalon, and Too Short. Looks like we’ve got the next beachside music venue.
Oya Art Gallery & Boutique
Madeline Yang
National Festival, Local Roots
Wonderfront
Massive music festivals are often national-company pursuits. But this November, San Diego native and longtime promoter Ernie Hahn brings 80-plus bands (Gwen Stefani, Zac Brown Band, Kings of Leon, G-Eazy, Cage the Elephant, etc.) for a three- day music and arts fest that’ll take over the Downtown waterfront and parks.
Perch to Crush Popcorn
Rooftop Cinema Club
Movie lovers bask under the stars with a breathtaking view of the city and San Diego Bay—rows and rows of cushioned adirondack chairs, headphones to solve the problem of outdoor sound systems, and big, silly, indulgent flicks like Top Gun, Magic Mike, and The Greatest Showman.
Bookstore as Art Form
Lang Books
Daniel Lang has never lived outside San Diego, but thumbing through the pages of hardcover art books, quarterly glossies, and more-than-DIY zines, you’d think he was a seasoned ex-pat. Lang always has brand-new imports, like Japan’s Brain Zine, or a well-curated trove of used tomes. If you miss buying Purple magazine at Paras News in North Park, this shop’s for you.
Controlling the narrative is exactly what Kim Phillips-Pea and Raquel Rhone have done for the last several years as the Southeast Art Team. The Black-focused art gallery located on Commercial St. features fine art, portraits, prints, and jewelry created by Black artists. Their work extends into the streets, adding murals to walls that need some art.
Homegrown Theater Program
La Jolla Playhouse
The big news this year was the return of La Jolla Playhouse’s WOW Festival— when global artists take over the city streets. It marked the return to regular programming for our own Broadway factory. The second half of its 2022 season features Shakespeare’s As You Like It, co-directed by LJP’s Tony- winning artistic director Christopher Ashley, and the world premiere of The Outsiders. Stay on cue, Ponyboy.
Jackie is a long-time freelance journalist covering cannabis, food/restaurants, travel, labor, wine, spirits, arts & culture, design, and other topics. Her work has been selected twice for Best American Travel Writing, and she has won a variety of national and local awards for her writing and reporting.
I spent time in a hot dog stand on the edge of San Diego Bay, looking out a window that mattered. Mattered to a kid whose mom taught him to fish on this pier. They’d turn on a little transistor radio, find a signal through the static, stare at the water, and talk life and his dad. Dennis Borlek’s dad was out there, somewhere, commanding a naval submarine through god knows what. When his dad would dock in Point Loma weeks or months later, Borlek biked down the street along Shelter Island to see him and steal back stolen moments.
Later, Borlek helped midwife the craft beer scene, managing seminal spots like Small Bar and Liar’s Club. Wondering what to do with the rest of his life, he went back to that pier and saw a for-lease sign on the bait and tackle shop. He tore through the public library and spent the whole night learning how to write a business plan (he had no clue). A couple days later he found himself at the intimidating end of a massive conference table, pitching his dream to the very official Port of San Diego executives.
They gave it to the San Diego kid. Not sure if they ever imagined Fathom Bistro—the tiniest, mightiest craft beer and hot dog stand, filled with spear guns, ocean monster figures, and seafaring oddities—would still be there 13 years later, let alone be a local’s favorite. It’s the most San Diego place in the world. Borlek taught himself to make kimchi and puts it on his Explodo Dog. His friend Kevin, who played with him in a punk band, dresses as a pirate and works the door on weekends. Has done so for years.
And when Borlek stares out the window, he can see the sub base and the memories of his dad.
Courtesy of Wayfarer Bread
Later, a few beach towns over, I sat in an employee break area—a shaded back-alley alcove with grape vines that serves as an escape garden for the crew. The place used to be a taco shop. Owner Crystal White points to a window of a single bedroom behind the dough-mixing part of the kitchen. She lived there when she started, often finding herself on the roof at midnight, staring at a broken compressor, trying to will it into working.
A blue-collar kid who fell in love with bread, she moved to San Diego with a business plan and zero cash. Banks don’t loan money to bread dreamers. Fate, kismet, and door-knocking found her enough investors. In the weeks leading up to opening that dream—perfect croissants, kouign-amanns, sandwiches, pizzas, baguettes fermented with wild La Jolla yeasts—she was outside hammering and painting. Locals would pause to ask what she was putting into the spot. “A bakery!” she’d reply.
“Oh, we don’t need one of those,” they’d say. Eight years later, White has moved out of the bedroom, and Wayfarer Bread is one of the best bakeries in the land. I ask if she’ll ever open another location. “I grew up dirt poor,” she says. “This has surpassed even my wildest dreams. This is enough. Please make sure you mention Emma Koehler, K-O-E-H-L-E-R, my kitchen manager. She deserves the credit now.”
These are the people and the stories behind “Best Restaurants.” This issue is dedicated to them, the culture they’ve gritted into being. On the surface, the annual tradition—naming a list of “winners,” my favorite places and my honest answers to “who has the best taco/pizza/Thai…”—is a good-natured competition among friends. But the deeper point is that it’s a way to highlight hundreds of places that have risked it all to build a little magic across the city. Sure, some owners were born in the stars and used that dust to make more stars. But many or most restaurants started with a scrappy go-getter or two. And now those places are filled with dozens or hundreds of people who love the work, show up day in and day out, for years. People like Koehler and the ones we feature in our story, “Behind the Line”.
So please use this list as a beachhead. Try these places, email me ([email protected]) to say “thanks” or “you truly messed up.” Eat, drink, commune, say hello, get to know the stories of the people making your favorite food. Make your own list, and share it with us.
(Note: Fathom didn’t win anything, probably because there’s no category for “Best Hot Dog Craft Beer Stand on a Pier with a Pirate,” which is a shortcoming on our part. So I put him here because he should be a part of any conversation about best San Diego things.)
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.
There’s a creative inertia that resides in San Diego, producing a near-constant stream of cool events. Fortunately, this weekend is no different. Those with an artistic inkling can search for inspiration at MCASD’s EXPO Design Market or admire the mixture of live performance and neighborhood charm during the North Park Music Fest. Foodies can dine (with wine) at Stake Chophouse & Bar during its ZD Wines Dinner or explore Barrio Logan’s standout eats at the Sabor Del Barrio. Plus, Pride Month is already in full swing in SD with the return of DISCO RIOT’s Queer Mvmnt Fest and the two-day Out & Abt Music Festival.
Stake Chophouse & Bar is collaborating with Napa Valley’s ZD Wines—a family-run winemaking institution that’s been around since 1969—on an intimate four-course dinner this Thursday at 6:30 p.m. Throughout the meal, each dish will be paired with a curated pour from ZD Wines, with patrons set to receive a chardonnay, pinot noir, and pair of cabernet sauvignons. Dinner guests will also be treated to insight on the night’s wine pairings from ZD Wines’ senior winemaker Chris Pisani. Reservations are $210 pre-paid through OpenTable.
Take advantage of all the dynamic attractions that the Barrio Logan Cultural District has to offer—and eat very well while you’re at it—during the third annual Sabor Del Barrio. This Sunday from noon to 4 p.m. attendees can devour their way through 35 neighborhood staples and traverse the tasting stops on foot, by bike, via a free trolley shuttle, or a combination of the three. Tickets are $40 online ($55 day of) and come with complimentary admission to Quint Gallery, the Athenaeum Art Center, and the Chicano Park Museum & Cultural Center, plus a free tour of Tao of Clay.
Sam Hinton Folk Heritage Festival at Old Poway Park
June 6
Survey the depth of oral storytelling during the free annual Sam Hinton Folk Heritage Festival this Saturday from 10 a.m. to 4 p.m. at Old Poway Park. Named for harmonica virtuoso, marine biologist, and longtime San Diegan Sam Hinton, this event highlights folk artists who specialize in time-honored traditions. Throughout the day, attendees can see performances by musicians with roots in Americana, Cajun, and Appalachian rhythms on the main stage, dance in the Templars Hall, and hear historical tales from the Storytellers of San Diego in the Porter House.
14134 Midland Road, Poway
North Park Music Fest
June 6
Psychedelic rockers Frankie and the Witch Fingers will headline an eclectic lineup at the North Park Music Fest. This Saturday, enjoy sets from noon to 1:45 a.m. from over thirty performers—including DJs, bands, and local acts—across a dozen North Park venues. Ticket options include general admission ($25 online, $35 day of) and VIP passes ($65) which come with lounge access at Granada House, line-skipping privileges and more; festival proceeds will go towards the North Park Business & Neighborhood Foundation. Plus, performances at Pure Pawsh, Visual Art + Supply, Overland, and Playground Art + Coffee will be open to the public.
North Park
Out & Abt Music Festival
June 6 & 7
The calendar has just flipped to Pride Month, and Out & Abt is celebrating in style. The two-day Out & Abt Music Festival begins Saturday from 3-10 p.m. at The Soap Factory with drag shows, circus acts, a manic pixie dream market, two stages of live music, and last but not least, a mechanical bull. The festivities will continue with an after party from 10 p.m. to 2 a.m. at Gossip Grill and conclude with an afternoon pool party at Hard Rock Hotel San Diego on Sunday from 1-7 p.m. Ticket options include weekend general admission passes ($70), and entry to the music festival ($30), after party ($17) and pool party ($27).
Citywide
Photo Credit: Kevin Berne
Theater & Art Exhibits in San Diego This Weekend
The Monsters at La Jolla Playhouse
June 2-28
Fresh off its Drama Desk Award-winning run in the Big Apple this past winter, The Monsters will have its first West Coast production beginning Tuesday in the Mandall Weiss Forum at La Jolla Playhouse. Written by and co-starring Ngozi Anyanwu, The Monsters finds its reconciliatory narrative in a young woman yearning to repair her relationship with her estranged older brother in the brutal and unforgiving world of mixed martial arts. The Monsters will have preview performances this Tuesday through Thursday at 7:30 p.m., Saturday at 2 & 8 p.m. and Sunday at 1 & 7 p.m., with tickets ranging from $30-$74.
Ryan Hardison is a freelance arts and entertainment writer and recent graduate of San Diego State. When he's not staring at his laptop, he's likely eating an adobada burrito or getting sunburnt at the beach.
June Gloom isn’t stopping San Diegans from making the most out of the month. There’s something for every music lover, from swaying to smooth jazz at The Rady Shell to rocking out at Slightly Stoopid’s Field of Dreamz Festival. Art enthusiasts can visit the Mingei for an exhibit showcasing Native American and Pacific Rim heritage, […]
June Gloom isn’t stopping San Diegans from making the most out of the month. There’s something for every music lover, from swaying to smooth jazz at The Rady Shell to rocking out at Slightly Stoopid’s Field of Dreamz Festival. Art enthusiasts can visit the Mingei for an exhibit showcasing Native American and Pacific Rim heritage, while foodies can try the latest fried fad at the San Diego County Fair. Whatever your interests, it’s time to text the group chat and make some plans. Here are all the best things to do in San Diego this month:
Khalid is headlining his first tour since 2019—this time for the R&B and pop showstopper After the Sun Goes Down—and he’s ready to dance through Cal Coast Credit Union Open Air Theatre.
Photo Credit: Angela Babby / Courtesy of Angela Babby
Theater & Art Exhibits in San Diego This Month
6/5–7/19
With a beat that can’t be stopped, New Village Arts will revive the joyful musical Hairspray, a fusion of teen pop stardom and racial integration in Civil Rights–era Baltimore.
6/13–9/13
Cat Gunn poignantly examines the impact of forced separation from ancestral lineage through If Only by the Light of a New Moon, their solo museum debut at ICA Central.
Proceed to Pride Month with the Out & Abt Festival, featuring a carnival-themed playground at The Soap Factory, an afterparty hosted by Gossip Grill, and the next day, a sapphic poolside bash at the Hard Rock Hotel.
6/10–7/5
Imagine and experience your favorite fairytale ending during the San Diego County Fair, which returns this summer with a new theme: Once Upon a Fair.
11 & 13
The return of the Switchfoot Bro-Am means two things: an elegant seaside fundraiser in North County and a free bash at Moonlight Beach full of sun, surf competitions, and live music.
For the first time, NASCAR will start its engines in San Diego. Naval Base Coronado will host this one-of-a-kind racing spectacle to commemorate the U.S. Navy’s semiquincentennial.
25
Itadakimasu! In other words: Let’s eat! Sample, then rank, the best Pan-Asian dishes from local eateries at Julep Venue during SD Mag’s 21+ Omakase Open, done to support the Convoy District.
28
If you ever needed a reason to eat ice cream and gelato, here’s a charitable one. Raise money—one waffle cone at a time—for Feeding San Diego during this year’s Scoop San Diego festival.
Ryan Hardison is a freelance arts and entertainment writer and recent graduate of San Diego State. When he's not staring at his laptop, he's likely eating an adobada burrito or getting sunburnt at the beach.
Implementing a farm-to-table model hardly deserves acknowledgement these days. It’s not a stretch. It’s not innovative. “It’s the bare f**king minimum,” says Herb & Sea‘s executive chef Aidan Owens.
When I arrive at the Encinitas restaurant, I’m ready to talk sustainability, farm-to-table stuff, with Owens. “Did you see the chin on that?” he says of the extra big jiggly chin on the sheephead that just arrived with the day’s fresh catch. I did. It was Jay Leno adjacent.
I learn quickly that he somehow oozes both charm and stone-cold honesty. Maybe he could construct a new dish with chin goo, like he did when he had a bunch of tuna scraps and voila’d it into a smooth and crowd-pleasing ‘nduja. “I want to know what’s in there,” he says.
Courtesy of Herb & Sea
The instinct to look closer, to dig into what others might discard, says a lot about the chef’s approach. I guide him back to our topic, but he has something else on his mind. “We’re overcomplicating food—what happened to just cooking good food and having fun with it?”
Owens grew up on a farm in Byron Bay, Australia, where sustainability wasn’t a concept you chat about so much as a way of life. Think dirt roads, backyard chickens, pulling vegetables straight from the ground, and a mother who believed that if you couldn’t pronounce the ingredients on a package, you shouldn’t eat what was inside.
Food wasn’t precious or performative. Making it was what you did because you were hungry and that’s still what inspires Owens today. “I like to cook good food because I like to eat good food,” he says.
His approach to sustainability at Herb & Sea began so naturally that it felt just like instinct. “I was just like, ‘Let’s order food from the people who live and work here,’” he says.
Courtesy of Herb & Sea
And why wouldn’t he when lives in San Diego? Cities all over the world vie for our goods. Our tuna is sent overseas. Our spiny lobsters hit dinner plates in China and Japan. Not to mention California’s producing a third of the country’s vegetables and three-quarters of its fruits and nuts.
“Why would we outsource when it’s all here?” Owens asks.
Sustainability, in this context, is about cooking what exists in abundance, nearby, right now. “I love the local fish here. It’s f**king delicious and San Diego citrus, I mean, it is so f**ing good,” he says.
Instead of importing ingredients, Owens also looks for nearby alternatives. “You can find really cool things in the local waters,” he says, pointing out that stingray cheeks taste similar to scallops.
Courtesy of Herb & Sea
Whatever he finds in that sheephead chin might just be the next substitute for marrow. But to make this work, it means getting diners amped up about the slightly unfamiliar.
Tasting menus, where diners are completely in his hands, become an opportunity to gently push boundaries. “I’ll serve mackerel, because people think they hate it,” Owens says, noting that the abundant local fish can have some fishiness. “But when it’s fresh, it’s arguably one of the best fish in the ocean.”
He also tweaks the language on the menu so people might feel more compelled to give dishes a try without preconceived notions. He might use “lengua” instead of “tongue.” “Whelk” instead of “snail.” When he puts “stingray throat” on the menu, he disarmingly calls it “skate.”
To reduce waste, scraps aren’t always discarded but rather turned into something new. Sometimes they’re smoked, cured or fermented. Apples going bad turn into apple ponzu. Lemons turn to marmalade, which stretches their usefulness far beyond peak season. “And it’s super tasty on our pizza,” he says.
What makes the food even richer, is the relationships he’s built with farmers. Though it didn’t always feel natural, Owens sought personal connection first. He recalls approaching a fisherman at the Tuna Harbor Dockside Market. “I was awkward,” he says. “I went up to him and said, ‘I like your fish.’”
Owen’s is now so close to his suppliers—like fishermen Ryan Sebo and Joe Daly—that he gets texted pictures of fresh catches right as they flop on the boat. The messages always ask if he wants first dibs. “I say yes to a lot of fish,” Owens says, noting that Herb & Sea can go through 2,000 pounds of seafood a week.
Courtesy of Herb & Sea
The next evolution of sustainability, in his view, will be chefs working directly with producers such as his alliance with Sebo, cutting out middlemen and purveyors where possible. “It will put more money in the pockets of the people doing the work,” he says.
It will mean that chefs can’t just know their local farmers and producers, but they’ll choose to work with the ones who have the best practices. Dining and sustainability will become much less about the final plate. “It will be more about the impact that plate has on the Earth,” he says.
Ultimately, he believes sustainability doesn’t need to be loud. It doesn’t need hashtags. It just needs to be honest.
“We aren’t saving lives. We’re feeding people good food,” he says.
And yet, in feeding people well—simply, thoughtfully, responsibly—something meaningful happens. Guests leave satisfied. Ingredients are respected. Local ecosystems are supported and food returns to what it has always been at its core: nourishment, pleasure, and a quiet reflection of the place it comes from.
Dive into the unexpected this weekend, where curated meals, experimental performances and behind-the-scenes experiences await. Foodies are invited to the first 2026 gathering of The Blank Table as well as Chef Onyi’s seasonal Rooted dinner at Millport. Broaden your artistic horizons with Project [BLANK]’s Working Title No. 5, or check out the genre-bending musical lineups at Seek Fest or Fiesta Del Sol. As an added bonus, The Rosin Box Project is pulling back the curtain and opening a trio of after-hours rehearsals to the public ahead of its new Incubator Lab show.
San Diego may be a craft beer capital, but it’s also home to a diverse array of wineries. During the San Diego County Vintners Association’s annual San Diego Wine Week, oenophiles can sample several of the best pours the region has to offer. The centerpiece event, Sunday’s all-inclusive SDCVA Wine Festival from 3-6 p.m., will feature over 20 local wineries at Bernardo Winery; general admission is $90. Additional Wine Week events include Vintners Table at Cordiano Winery (Thursday), San Diego Wine Country at the Bay at Mission Beach Women’s Club (Thursday) and the Seedling Soiree at Olivewood Gardens (Saturday).
Citywide
The Blank Table
May 28
The Blank Table series is an exercise in local culinary creativity, innovation and collaboration with the most secret of ingredients readily available: the element of surprise. On six Thursdays from May-October—with year seven of the series beginning this Thursday at 6 p.m.—60 patrons will be served a unique menu with five set courses, each with curated cocktail pairings. And to keep the air of mystery alive, the dinner location and menu will not be disclosed until 24 hours ahead of time. Tickets are $275 for Thursday’s dinner and a season pass for all six monthly dinners is $1,402; a portion of event proceeds will be donated to Feeding San Diego.
Surprise Location
Rooted: A Dinner Experience by Chef Onyi at Millport
May 30
Chef Onyinyechukwu Akpa welcomes food lovers to try a seasonal spread, dually inspired by her mastery of West African flavors and California’s seasonal ingredients, during the second edition of Rooted: A Dinner Experience at Millport. This Saturday from 6-9 p.m., chef Onyi will serve a five-course tasting menu, with dishes such as slow roasted beef, plantain upside down cake and akara, Nigerian black-eyed pea fritters. The meal will be entirely gluten-free, with vegan accommodations also available. Tickets are $115 and can be purchased here.
775 13th Street, Imperial Beach
Bridgerton & Blooms High Tea at Estancia La Jolla
May 31
Dearest reader, Estanica La Jolla opens up its grounds once a month for its outdoor Tea in the Garden series, and you’re in luck, because this month’s tea time is inspired by the enchanted English setting of Bridgerton. During the Bridgerton & Blooms High Tea this Sunday from noon to 3 p.m., guests can savor an afternoon worthy of the ton, complete with floral accoutrements, custom teas, cocktails, finger foods and enough sweets treats for Lady Whistledown to write home about. Tickets are $82.
9700 North Torrey Pines Road, La Jolla
Courtesy of Fiesta Del Sol
Concerts & Festivals in San Diego This Weekend
Juvenile with the 400 Degreez Band at House of Blues San Diego
May 29
Over the years, Juvenile has more than proven himself as an all-time emcee, with his breakout 1998 album 400 Degreez still a defining example of the South’s hip-hop brilliance. This Friday at 7 p.m. at House of Blues San Diego, Juvenile will play hits like “Slow Motion” and “Back That Azz Up,” along with selections from Boiling Point, his first album in 12 years. Plus, he’ll be joined by the sensational 400 Degreez Band, and as anyone who’s seen his NPR Tiny Desk performance already knows, Juvenile with a live ensemble is a match made in music heaven. Tickets start at $55 for this concert.
1055 Fifth Avenue, Gaslamp
Kuumba Fest
May 30
Kuumba Fest returns this Saturday from 11 a.m. to 5 p.m. with the theme of “Black 2 Mind, Spirit & Body” for its 34th annual iteration. This free community festival, organized in support of the city’s Black Arts + Culture District, will feature DJs, dancing, spoken word, musical performances and an African marketplace with food, apparel, health resources and more. Then from 6-8 p.m. at the Elementary Institute of Science, the festival will conclude with a screening of the documentary American Curl followed by a Q&A panel with the film’s producers.
Ryan Hardison is a freelance arts and entertainment writer and recent graduate of San Diego State. When he's not staring at his laptop, he's likely eating an adobada burrito or getting sunburnt at the beach.
Your cup of coffee shows up exactly how you like it. The fully booked restaurant suddenly has a table. The last-minute, once-in-a-lifetime experience somehow comes together without a hitch. In the world of hospitality at top resorts, there’s an iceberg of scrupulous planning for each guest.
A concierge is in charge of that iceberg. There’s even an award for the best in the world: the Les Clefs d’Or Young Leader Award. It’s a months-long, multi-stage process with interviews, tests, and international competition, culminating at a global congress. Each member country only gets one nominee. Representing the US this year? Simona Marciulaityte from San Diego.
As Chef Concierge at Rancho Valencia Resort & Spa—a Relais & Châteaux retreat with Forbes Five-Star and AAA Five Diamond, a highly accoladed place with commiserate expectations—Marciulaityte is equal parts doer, fixer, and project manager for guests’ sometimes wild travel dreams.
“We see hospitality as theatre,” she explains. “There are a lot of moving parts, but when we arrive to the stage, it’s always with grace and a performance to create an incredible experience for the guests.”
That impossible-to-get reservation with custom cake and balloons at the table? She’s already texted three people. A guest calling on their way to the Zoo requesting a VIP-tour in 15 minutes? Booked in seven. The usual ‘Hey can you schedule me an appointment with Hermès to buy a $30K Birkin bag and plan my proposal in Italy’ request? Oddly specific, true story—and fully handled.
Courtesy of Rancho Valencia
“Great concierge work truly begins long before a guest ever steps on property,” Marciulaityte says. “Who is traveling, notes from prior visits, special occasions, and dining history help me understand the nature of the stay. For new guests, I read between the lines: the questions they ask, the pace they seem to want, the kinds of experiences they gravitate toward.
“Curation draws on something that can’t be replicated by a search engine. It’s years of genuine relationship-building with partners across San Diego and beyond.”
Nearly a decade ago, Marciulaityte was juggling life as a personal stylist at Nordstrom and hostess/server at Brian Malarkey’s Herringbone and Searsucker. After working an event for the San Diego Concierge Association, she had a moment of clarity: “I remember thinking, oh my god—this is exactly what I want to do.”
Being a part of Les Clefs d’Or grants entry to a global network of concierges who operate like a very discreet, very efficient hotline (“In service through friendship,” as their motto goes). When local super-chef Tara Monsoud was nominated for a James Beard, Marciulaityte worked with the SD Concierge Association and Le Coq to send flowers and photos to Chicago where the chef was staying.
“It’s not only guests—we hope to touch everyone with our concierge magic.”
Lili Kim is a content coordinator and writer for San Diego Magazine, with experience highlighting local businesses and communities. When not writing or shooting film, she is likely brewing her seventh cup of tea of the day or strolling along Sunset Cliffs.
Torch Heroes: Why San Diego’s Most Trusted Businesses Win by Doing the Right Thing
In a world overflowing with shortcuts, marketing fluff, and “good enough,” there are still companies that choose a different answer. And in San Diego, there are plenty of them.
In a world overflowing with shortcuts, marketing fluff, and “good enough,” there are still companies that choose a different answer.
Integrity guides how they show up every day. They make hard decisions, hold themselves accountable, and build trust the old-fashioned way, one action at a time. At the Better Business Bureau, we call these businesses Torch Heroes: leaders who demonstrate that ethical leadership strengthens businesses and drives long-term success.
And in San Diego, there are plenty of them.
Take House Collective Marketing Solutions, a Carlsbad-based digital agency that won the 2025 Torch Award for Ethics for its people-first approach to marketing. Instead of pushing flashy campaigns, the team often takes a step back to make sure clients’ foundations are strong before going big. Their philosophy? Truth over transaction builds partnerships that last.
Or look at Young Black & N’ Business, where integrity shows up through community action. When a local school lost art funding, founder Roosevelt Williams III and his team stepped in with workshops, mentorship, and hands-on support to help restore creative opportunity. That kind of engagement reflects ethical leadership rooted in real impact.
And in Vista, Lotus Sustainables carried its commitment to ethics all the way to the product line. After discovering defects in a shipment of eco-friendly products, the company issued full refunds and redesigned its offerings at its own expense, a choice that shaped its identity and reinforced to customers that ethics guide every decision.
In North County, Greenway Landscape Design & Build brings integrity into everyday service. When a client’s glass was damaged, likely not by their crew, owner Scott Lawn chose responsibility over blame and covered the repair personally. For Greenway, doing the right thing serves as a north star, guiding every interaction through transparent pricing, accountable partnerships, proactive communication, and follow-through long after the job is done.
Other honorees include At Your Home Familycare, whose leadership turned down a lucrative state contract during the pandemic to protect vulnerable clients and staff, and Bill Howe Family of Companies, where hiring practices, training, and service centers around shared values, every day, on every call.
What connects these diverse businesses, from marketing to nonprofit support to home services, isn’t size, industry, or revenue. It’s something deeper: a commitment to trust as a business strategy.
In San Diego’s competitive marketplace, that trust gives companies an edge. Clients invest in relationships. They refer friends. They stay loyal when others fade.
As one Torch Award winner puts it, integrity isn’t a section in the employee handbook. It’s the operating system of the company, the invisible code that determines every choice, every day.
And that’s exactly the point of the BBB Torch Awards for Ethics: to spotlight companies that dispel the myth that ethics and success are at odds. These businesses show that when leaders choose honesty, fairness, and accountability, especially when it’s hard, they build brands that matter.
At BBB, we see nominations come in from clients, employees, and business partners who have witnessed ethical leadership up close. These submissions aren’t polished promotions. They’re stories of moments when a company chose people over profit, clarity over confusion, and trust over convenience.
The nomination window for the 2026 Torch Awards for Ethics is open through March 31, 2026, and there are more Torch Heroes waiting to be recognized.
Who comes to mind in San Diego’s business community?
A vendor who always delivers — and always explains why.
A competitor who chooses the high road even when shortcuts tempt.
A team within your own company whose day-in, day-out choices reflect deep character.
And yes, businesses can nominate themselves. We encourage it. If you’ve built your business on principles rather than buzzwords, we want to hear your story.
Because in a world full of noise, integrity still deserves the spotlight, and San Diego is full of stories worth telling. Nominate your hero now.
