Hello Hillcrest, you fabulous forest of fun. Nestled between Mission Hills, Balboa Park, and North Park, Hillcrest holds it down as SD’s glitteriest ’hood and the anchor of our Pride festivals and proud LGBTQ history.
But it wasn’t always this way. Originally marketed in the late 1800s by George Hill as a quiet, streetcar-accessible suburb, Hillcrest evolved with the times. The postwar boom brought car-friendly retail and the Sears building in 1952, but by the ’60s, the buzz had shifted to Mission Valley, leaving Hillcrest to fade—temporarily.
As early bungalows weathered and longtime residents moved on, the neighborhood’s affordability and untapped charm made it a haven for those on the margins. When The Rail (then Brass Rail)—San Diego’s first gay bar—landed on Fifth and Robinson avenues in the ’60s, a new era took root. The area’s LGBTQ community blossomed, pouring its heart and energy into transforming Hillcrest into the vibrant, eclectic, and unapologetically welcoming place it is today.
Photo Credit: Ariana Drehsler Community leaders Benny Cartwright (left) and Rick Cervantes.
Pride and CityFest pack the sidewalks. Rainbow flags wave from windows; murals color the alleyways; and vivacious energy spills from rooftop bars, indie cafés, drag brunches, and taco stands. A patchwork of old bungalows, midcentury motels, mixed-use towers, and sidewalk storefronts shows the story of a place in constant, confident flux.
Anchored by Hillcrest icons like Urban Mo’s Bar & Grill, The Alibi, Bread & Cie, and Rich’s, the neighborhood’s spirit is all about both staying power and reinvention. “What makes it work is the people who care to see this neighborhood succeed,” says Hillcrest Kiwanis president Benny Cartwright.
And it’s home to the famously heavy-handed “Hillcrest pour,” says Rick Cervantes, who runs the Instagram account @hillcrestsandiego. The drinks are strong, and, even for those who don’t imbibe, the friendships you make here are stronger.
Photo Credit: Ariana Drehsler
Facts About Hillcrest
In 1891, Wyatt Earp bought property at Fifth and University avenues. Rumor has it he operated a brothel there.
Donated by the Hillcrest Women’s Association, the Hillcrest sign at Fifth and University avenues was first erected in 1940. It was illuminated in 1984 and renovated with rainbow LEDs in 2023.
Zillow reports the average home value in Hillcrest about $835,000.
Hillcrest has a history of hosting hospitals: St. Joseph’s came to Eighth and University avenues in 1891, and San Diego County Hospital opened its doors at the north end of Front Street in 1904.
Cervantes moved to San Diego from Lodi and found his rainbow family in Hillcrest, where his adventures often begin or end at Uptown Tavern, a primary neighborhood hub and meeting-up spot. “Maybe it sounds basic, but [it’s] famous here for the chicken strips,” he says.
“They’re marinated in herbs and buttermilk for 48 hours and hand-breaded and fried,” adds Cartwright, a fellow Uptown Tavern fan who was born in the neighborhood and now lives in “Unicrest,” where the quieter, neighboring University Heights meets hoppin’ Hillcrest. More fabulous finger food? Hand-packed sliders with parmesan-rosemary fries.
On weekend mornings, you’ll find them at Urban Mo’s, which hosts a hoppin’ brunch bash every week. “Get the fat-ass chocolate-chip pancakes,” Cervantes says. “Go for it all: the sweet and the savory”—the latter being a breakfast burger with fried egg. “And go ahead and get the foo-foo drink with the plastic monkey; that’s why you’re here.” For a quicker bite, Cervantes and Cartwright recommend Sunnyboy Biscuit Company, serving comforting, low-key, delicious breakfast sandos like someone’s Southern grandma used to make.
Come lunchtime, head to Crest Cafe, which has been family-owned in the neighborhood since 1983. You can get any menu item all day (and night) here. “Meatloaf for breakfast?” Cervantes laughs. Why not?
“I could definitely eat the butter burger any time,” Cartwright adds. (Guy Fieri agrees—the indulgent, herb butter–stuffed patty was featured on Food Network’s Diners, Drive-Ins and Dives.) The café does a homey holiday prix-fixe menu with tradition in mind; last year, it was tamales for Christmas. And that’s not the only place to spend the holidays in Hillcrest: Urban Mo’s has turkey and all the fixings on Thanksgiving.
If you hit Hillcrest during daylight hours, grab a pastry at Bread & Cie, take a stroll, and pop in to say hello to some friendly business owners, Cervantes advises. He and Cartwright know pretty much everyone, and, three years ago, they started Hillcrest Honors to award the hard-working folks who make the neighborhood sparkle. The inaugural award went to LGBTQ lifestyle boutique Humanity. “No judgment here,” Cervantes says—just kinky gifts, lube, toys, fun outfits, and thongs, of course.
While you’re here, don’t skip the eye candy at Green Florals: houseplants, fresh-cut blooms, and pick-your-own bouquets. It’s a great spot to grab a last-minute gift before picking up a treat at Babycakes next door. Continue the feast (for the eyes) by perusing the art in Mural Alley, just outside The Studio Door gallery on Fourth Avenue.
Photo Credit: Ariana Drehsler
What’s Next for Hillcrest
“Hillcrest has no parks,” Cervantes points out.
“Balboa Park doesn’t count,” Cartwright chimes in. The $27.5 million Pride Promenade project, which broke ground in February 2025, aims to change that, with a reconfiguration of Normal Street to create an outdoor gathering space. Already a place where the community comes together when things happen, the corner of Normal and University Avenue (where the giant pride flag flies) will soon be a rainbow-striped pedestrian and bicycle zone, slated for late 2026 or early 2027.
And, after a decade of residents plying Caltrans and the city to do something with a bit of otherwise undeveloped land at the southwest corner of University and the 163, the area might soon become a small green space.
Cruise through Hillcrest today, and the skyline tells the story: shiny, new apartment buildings now tower where rows of century-old bungalows once stood. Like much of San Diego’s urban core, Hillcrest is growing dense fast—and not without tension. “It’s also pushing some of the LGBTQ folks out,” Cartwright says. The recently adopted Plan Hillcrest (2024) paves the way for as many as 20 new residential towers, signaling a new era for this storied ’hood.
But change isn’t just vertical—it’s cultural. The long-vacant Panera space at The Hub on Cleveland Avenue is getting a fresh start with a new diner concept (name still TBD)—from the group behind Madi, Madison on Park, and newly-opened Sonny’s—opening a Hillcrest outpost later this year. Earlier this year, Good News made headlines as San Diego’s first non-alcoholic bar, serving up craft mocktails and stocking a bottle shop so you can take the “free-spirited” vibe home.
Community leaders like Cartwright and Cervantes see Hillcrest embracing a more elevated culinary identity, too, with buzzworthy newcomers like Cellar Hand, Origen, and Frenchy’s Hideout adding a refined edge to the neighborhood’s famously rowdy charm. The future is rising, and Hillcrest is rewriting what it means to grow while staying true to its roots.
There was once an actress known as “San Diego’s Sweetheart” who mailed herself to Los Angeles—donning a helmet covered in postage stamps and boarding a two-seater, single-engine mail plane. The publicity stunt was billed as the first air parcel package in the US. It wasn’t. She wasn’t even the first human to be mailed: When the US parcel post started in 1913, at least seven people mailed their newborns to relatives (an innovative loophole eventually outlawed).
Technicalities be damned. That kind of nose for spectacle was why Virginia Brissac was such a star—landing bit parts in TV shows (I Love Lucy, Dragnet) and 155 films, notably playing James Dean’s grandmother in Rebel Without a Cause. “Nobody could help but love her,” her dresser told San Diego Magazine in a 1971 feature, published when Brissac was 88 years old.
In 1911, she topped the Playbill at the opening of the Savoy Theatre at 3rd and C streets in Downtown—a grand live-performance hall built for $150,000 ($5.2 million in today’s money). It became one of the premiere vaudeville theaters in the country (under vaudeville king Alexander Patages). The theater helped make San Diego a destination for stars like silent-film comedian Roscoe “Fatty” Arbuckle, heavyweight champ Jack Dempsey, plus classical legends Rachmaninoff and Anna Pavlova. As theaters converted to movie houses through the ’20s and ’30s, the Savoy remained dedicated to live humans. It closed in 1940, and the Civic Theater now stands in its footprint.
As for Brissac, during a time when women couldn’t even vote, she led a stock company under her own name at the Strand Theatre. The Brissac Company held a four-year residency, “an all-time successful record run for San Diego,” the article says. That classic Ocean Beach theater (featured in San Diego film legend Cameron Crowe’s Almost Famous) has been closed for decades, its bones now a chain beachwear and souvenir store. But Brissac’s legacy lives through the women leading San Diego’s theater scene.
Read the entire 1971 article by Merle Clayton below…
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.
At Del Mar Wine & Food Festival’s Grand Tasting, everyone has their own goals for the day. One friend wants oysters and Champagne. Another heard there’s line dancing. Someone disappeared into Taco Alley. The food person is making a beeline for every chef demo, the golf friend has found the simulator, and someone else is already settled into a beach chair with a mezcal cocktail and has announced they’re “never leaving.”
Consider yourself zoned in.
This year, the Grand Tasting turns the Del Mar Polo Fields into a full-blown foodie wonderland, with chef showdowns, wellness escapes, art installations, lawn games, music, and plenty of magazine-worthy plates. But the zones are where everyone gets to play their own way. You might sip your way through the SLO Zone, accidentally spend the afternoon behind the DJ booth in Plant Paradise, or live out your best beach day in The Beach Zone.
With 100-plus chefs and restaurants, 150-plus wineries, breweries, distilleries, and drink makers, plus a whole lot more happening in between, there’s no shortage of ways to spend the weekend. And with the Grand Tasting taking place October 3 and 4, there’s actually time to explore.
Because the problem with bringing your favorite people to an adult playground is that everyone wants to play differently. Luckily, you get two days to figure it out. Here’s where to start:
Courtesy of Del Mar Wine & Food Festival
The Beef Experience
The Beef Experience, presented by Brandt Beef – One World Beef, is for the people who believe a food festival is a perfectly reasonable excuse to build an entire afternoon around meat. Brandt Beef brings its signature fare to the Polo Fields alongside a seriously stacked lineup of local favorites, from Tanner’s Prime Burgers and Ranch 45 to Jimmy’s Famous American Tavern, Order Fire Barbecue, Flying Pig Pub & Kitchen, The Pit BBQ, Aloha Rib Shack, and more.
And then there’s the tent you might almost miss.
Tucked into Brandt Beef Alley, Bebemos Tequila has set up what looks, from the outside, like a fairly unassuming tent. Walk inside, though, and you’ll find a full little speakeasy lounge, complete with a bar and one very dramatic tequila trick. The team lights the shots right in front of you before pouring them straight into guests’ mouths. Candlelight, fire, tequila, barbecue. Suddenly, your casual afternoon tasting has taken a turn.
Grab a plate of Brandt Beef tallow fries, chase it with a pour from Bebemos Tequila or Tap Truck San Diego, and maybe browse Nortte Hats while you recover. The rules are simple: follow the smoke, trust the grill, and maybe don’t make dinner plans afterward.
The Beach Zone
For the friend who thinks every good afternoon should involve a little sunshine, a cold drink, and nowhere to be, there’s The Beach Zone. Presented by Reef Lifestyle, this laid-back corner brings the San Diego summer fantasy to the Polo Fields, complete with coastal bites, beach-inspired brands, and plenty of reasons to stay awhile.
Grab bites from Duke’s La Jolla, Jake’s Del Mar, Lofty Coffee Co., Dang Brother Pizza Co., and Coral Del Mar, then cool off with Summer Club, Volley, Surfside Iced Tea and Lemonade + Vodka, Tito’s Handmade Vodka, Mezo Mezoritas, Roseade Wine Spritzer, Pinkys, and more. Hemlock Hat Co., Coola, Sambazon, Playavole, Shibumi Shade, Spritz del Conte, and Out of the Woods add a little retail therapy to the mix, because the Grand Tasting obviously needs shopping, too.
And yes, there’s a photo op. Find the teal VW bus from A Timeless Day, gather your favorite people, and pretend you’ve spent the afternoon cruising the California coast instead of wandering around a wine and food festival.
It’s an area filled with surf-inspired games, your next favorite beach accessory, and a drink in hand. Basically, San Diego summer, condensed into one very convenient patch of grass.
Courtesy of Del Mar Wine & Food Festival
Pride Zone
Neon boas, glitter-filled drinks, and enough food to make choosing a single dinner impossible. The Pride Zone presented by San Diego Pride is bringing the energy, gathering some of San Diego’s favorite restaurants, bars, breweries, and sweet spots in one very colorful corner of the Polo Fields. Expect bites and beverages from Cary Q Wines, Gossip Grill, Rootdown & Es Okay, T’Maro Brands, and more.
Plant Paradise
Plant Paradise is your green oasis, but don’t expect it to be particularly peaceful. DJ Tenax returns with house, techno, UKG, and the kind of set that can turn a quick stop into an hour on the open-air dance floor. As Green Air Botanicals sets the mood, grab a cocktail from Mission Craft Cocktails, Makku, or San Hagen Tequila, and a bite from the sprawling lineup of plant-based bites and snacks from some of San Diego’s vegan favorites.
Kindred, Nourish Eats, The Plot, Maya’s Cookies and more. There’s also a full lineup of brands to snack your way through, including Aficio 22, Bücha Hard Kombucha, Nichols Farms, Nuts For Cheese.
Isabella Dallas is a freelance writer for San Diego Magazine and the Arts and Culture Editor at The Daily Aztec in her final year at San Diego State University. She previously worked as an editorial intern for SDM, but when she’s not writing, you can find her trying the best coffee spots in SD, devouring the latest rom-coms, and indulging in anything and everything pop culture.
What Will It Take to Make San Diego a Global Arts City?
Jonathon Glus on the Art + Design District, investing in the creative economy, keeping artists in the city, and what we can learn from places like London and Chicago
Jonathon Glus is the Prebys Foundation senior fellow leading the development of the Art + Design District at the Downtown San Diego Partnership. He has been asked what an arts and design district is many times. In our conversation, I asked him instead to describe what it isn’t. His answer opened up a broader discussion about what San Diego has and hasn’t invested in, what it has the capacity to become, and what other cities have done that we haven’t. Glus speaks about global art fairs and architecture biennials in Chicago and long tables at dinner parties all with the same fluency. He also discusses who gets to live in the neighborhoods where creative work happens, and what it means when they can’t afford to stay.
Claire Johnson: You have been asked what an arts and design district is many times. Can you tell me what it isn’t?
Jonathon Glus: It is not a place designed intentionally and specifically for tourists. Of course there will be opportunities for tourists to come, but the district is really focused on creatives, on creative education, and on the creative workforce—as well as our major performing arts organizations. That is the emphasis.
What does the district need to do in the next five years for you to consider it a success?
[It needs to] develop greater connectivity between the anchor institutions—the symphony, Broadway San Diego, the opera, all the wonderful things happening in Balboa [Park]—and the creative workforce that will be living and working in that neighborhood 24/7.
What does San Diego not have that you wish it did?
We have not been intentionally investing in the contemporary art product that other major cities have been building. A contemporary art fair. A biennial that reflects the ethos of this region. Chicago developed an architecture biennial about eight years ago. London has a design biennial. Desert X, right here in Southern California, invests in and elevates contemporary artists inside a city. We have not really been playing in the global art market in a way that we have the capacity to.
What capacity do we have?
We have a wonderful foundation. Two theater companies that produce work that goes to Broadway more than many regional theaters in the country, major museums, artists teaching at UC San Diego and University of San Diego. What a city does when it wants to take itself to the next level is intentionally create the product. Miami went after the Art Basel fair; they did not passively receive it. You have to have the intention and the will, and you have to go after it. We haven’t done that in the way that other cities have.
Look at what we did with the tech sector; we’re now a major tech center. That was intentional. Leadership organized around it. We have to do the same thing around the arts. We have a lot of contemporary art collectors here. We have a lot of galleries. But the ecosystem of the business of contemporary art is not as organized or as visible as it should be.
Which city is your North Star?
It’s bits and pieces of different cities. Dubai has invested very quickly and very intentionally in contemporary art—art fairs, design fairs, higher education, artist residencies from all over the world. London has centered artists and creatives in the contemporary zeitgeist in a way that was not true 40 years ago. They built biennials. They ensured British artists had affordable housing and workspace. They made sure the media paid attention to what they were doing.
If you don’t have an artist at your dinner table, it’s not a dinner party. That sounds elitist, but it’s true. It shows the value that artists have in a community. Our relationship culturally with Tijuana is really significant here because artists in Baja seem to be at the table.
We’ve talked before about how food, fashion, design, and art aren’t siloed anymore.
They aren’t. When super creative people are in a community doing extraordinary work, that draws other super creative people doing extraordinary work. That’s why other arts and design districts around the world end up populated with some of the most interesting restaurants and young fashion designers. Creatives want to be around other creatives.
Which leads to the economic argument…
Our creative economy already employs about 170,000 people and generates more than $11 billion in economic activity. It’s large and robust. But we must center all of this in accessibility and affordability. Williamsburg used to be affordable. Artists can’t afford to live there anymore. Wicker Park and Bucktown in Chicago—artist central, now unaffordable. If we’re going to invest in this district, we have to be really intentional about housing and workspace, so creatives have a place in the future of this district.
I see all these new supper clubs and creative collectives popping up. What is the lesson there for San Diego in terms of the commercialization of cultural and creative groups?
I think the lesson is that nothing changes. What do people love? Long tables. Why? Because you’re with a lot of people—some you may have known your entire life, but most you don’t. And if it’s driven by a creative process, all the better. We know one of the best ways to do that is around food, but also music.
For the Art + Design District, part of why we’re leaning into the process is because, culturally, we’re bringing down the barriers between film, fashion, multimedia, tech, and architecture. It’s an experiential mashup in the best possible way.
And it’s not just about art and design, but community writ large. Creative expression is something we all desire. Whether it’s at a long table, at the opera, or in your studio, we gravitate toward creative expression as a way of building community and communicating with the people around us.
Is there a question I should have asked you but haven’t?
I hope you are writing about this in seven years when the district is fully mature. But this is just the beginning for all of this. I think that’s what’s most exciting to me. We don’t know what this is going to be like, but we know it’s going to be creatively centered, and that’s super exciting to me.
Kelly H. Harfouche, founder of KQ Aesthetic Society, knows firsthand that cosmetic treatments like fillers, neurotoxins, and microneedling, can not only enhance a person’s appearance and restore confidence, they have the power to truly change a person’s life. An expert injector has the ability to tailor treatments to each individual patient’s anatomy and goals for personalized results. Harfouche, a board-certified nurse practitioner, has spent nearly a decade perfecting her craft as an aesthetic injector and integrating her multifaceted artistic skills with precision patient care. Her commitment to continual education and training, plus a passion for helping people look—and feel—their best, set KQ Aesthetic Society apart in a sea of local medspas.
For many people considering nonsurgical treatments, the intent is to look refreshed and refined. KQ Aesthetic Society’s philosophy eschews a cookie cutter approach that bases treatments around units, instead working to understand each person’s unique goals, then curating a treatment plan to fit that vision. Harfouche focuses on “inclusive luxury,” the belief that everyone deserves access to aesthetic treatments, respective of budget restrictions. She develops long-standing trusted relationships with her patients, and works with each one to achieve their aesthetic objectives and address the underlying causes of their concerns.
“For me, forming an honest and open relationship with every patient who walks through the door is essential. This means understanding them on a deeper level and meeting them where they are to define and achieve their individual goals,” she says.
Drawing on her artistic background, which inspired her transition into medical aesthetics, Harfouche sees each client as a “unique canvas.” Rather than relying on standardized procedures, the practitioner’s distinctive approach combines her profound understanding of the physiological and anatomical changes associated with aging with an unwavering commitment to ongoing education about the newest products and their mechanisms of action. Her goal is to make each patient feel beautiful in their own skin and to embrace their individuality.
She has also pioneered a way to combine her talent for aesthetic artistry with her philanthropic nature. Harfouche is one of only a handful of providers using dermal fillers to treat patients with lip asymmetry and scarring resulting from cleft lip surgery. Patients travel from around the country for this transformative treatment, noting increased confidence and a restored identity. She hopes to eventually launch a training program to help fill the void in this space.
“My passion has always been connecting with people and giving back in any capacity that I can,” she says. In the rapidly advancing landscape of aesthetic medicine, you can place your confidence in Harfouche and KQ Aesthetic Society to deliver exceptional care. To learn more or book a consultation, please visit kqaestheticsociety.com.
San Diego is full of people who deserve a few thousand words on what they make, who they bring together, and how their work changes the city around them. The artists, makers, advocates, and behind-the-scenes talent below are a small part of that larger ecosystem.
To help us narrow our list, we looked for names that kept coming up, work that reflects the diversity of our region, and people building something bigger than themselves.
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.
Isabella Dallas is a freelance writer for San Diego Magazine and the Arts and Culture Editor at The Daily Aztec in her final year at San Diego State University. She previously worked as an editorial intern for SDM, but when she’s not writing, you can find her trying the best coffee spots in SD, devouring the latest rom-coms, and indulging in anything and everything pop culture.
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.
Aaryn Belfer is a writer and editor specializing in nonfiction across art, architecture, and culture. Once upon a time, she wrote a provocative column for San Diego CityBeat (RIP). She was a runner up in the 2025 Matchbook Stories contest at the San Diego Central Library and is irrationally happy about it. Currently in her Soft Girl Era, Aaryn has expensive taste in (mostly flat) shoes and will choose a great art exhibit or live jazz concert over almost anything else. Except, possibly, Javier Bardem.
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.
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.
Gail Czyszczon is owner/copywriter at Z3 Writing and best-selling author of a children’s book series. As a strategic communications professional and editorialist, she's passionate about discovering untold stories and themes that ignite fresh conversation and true change in communities.
Imagine being the song continuously getting skipped on the playlist. Not because no one wants to hear you, but because you never quite fit the moment. For years, San Diego has been that song on the touring circuit. Artists who have outgrown intimate clubs but aren’t yet filling arenas and stadiums have often passed us by, heading north to venues better suited to the size of their show. San Diego wasn’t missing the audience, it was missing the room.
That’s all about to change.
On August 17, Live Nation Entertainment announced plans to transform the historic Wonder Bread Building, which it purchased in June for $16.8 million, into a 4,000-capacity indoor venue slated to open in fall 2028. The new space will host music acts as well as private, corporate, and community events.
Currently, San Diego’s concert landscape jumps quickly from intimate clubs like the Casbah, Winston’s, and Belly Up to larger theaters, amphitheaters, arenas, and stadiums. What’s largely missing—particularly downtown—is a modern indoor room built specifically for roughly 4,000 concertgoers. This leaves a gap in mid-size venues for touring acts that land stages like the Hollywood Palladium or Boston’s MGM Music Hall at Fenway.
“We are filling a void in the market,” says John Schalk, Live Nation’s Vice President, San Diego Market. “There are other venues in town, but this […] building is just something that doesn’t currently exist.” Although SDSU’s Cal Coast Credit Union Amphitheater serves the 4,000-capacity range, its outdoor, fixed-seating arrangement isn’t as versatile as the proposed Live Nation project.
Located at 171 14th Street, just a six-minute walk from Petco Park, the building carries a century of history. Architect Eugene Hoffman designed it in 1924, a year after completing the Barcelona Apartment Hotel in Bankers Hill. The landmark brick building served as a bakery and warehouse for the Southern California Baking Company before Continental Baking Company, producers of Wonder Bread, took over in the 1950s and operated there through 1988 continued at the site until 2007.
In the early 2000s, Bob and Gay Sinclair, the couple behind a portfolio of East Village properties, purchased the building. After Bob—the founder of Pannikin Coffee & Tea—died in 2011, Gay sold much of their real estate portfolio but held onto the Wonder Bread Building. Mission Brewing eventually took over the space, where it operated for more than a decade before announcing its 2026 departure.
Now, the building is preparing for another reinvention. Live Nation plans to preserve the historic bakery’s four exterior walls, red brick façade, grain silo, barrel-vaulted trusses, and skylights as part of its next chapter.
Live Nation isn’t looking to erase its history but to celebrate it, allowing the building’s past to give the new venue some soul. “It’s really important for us that we maintain the integrity and the history of that building,” Schalk says. “There will be new construction and design elements as we go through the process to create the concert venue, but we’re working really hard to preserve it.”
Blueprint Studio, Live Nation’s in-house design and development group, and Gensler, the architecture firm behind San Diego International Airport Terminal 1 and Snapdragon Stadium, will be heading the project. The plan is to design the ground-floor space as an open, general-admission area with a premium level above with 600-plus fixed seats, in addition to box and suite sections. There will also be an additional structure built on top of the historical portion of the building (the four original walls that house the lobby) called the Vinyl Room—a Japanese-inspired hi-fi listening VIP lounge serving elevated food options.
One of the most reassuring aspects of the project is the focus on the concertgoer’s experience—specifically the “pet peeves” we all know too well: long bathroom lines, cramped exits, obstructed views. According to Schalk, one of the best things about building upon the existing structure is having the ability to consider potential obstacles and tackle them before construction begins. “I’d say we are ‘purpose building’ the entirety of the project for a music venue,” says Gensler lead project architect Garrett van Leeuwen. “As part of our design process, we do an in-depth sightline analysis to make sure that sightlines are optimized from every point and seat within the venue.”
Circulation design is also being implemented to ease traffic flow, alongside acoustic optimization and a transformative outdoor beautification effort. According to van Leeuwen, this “public realm space” will grow the existing 14-foot sidewalk to a 32-foot sidewalk complete with plazas and landscaping.
“This venue is for the fans. For the music lovers,” Schalk explains. The vision is intimate: “I want a fan to walk up to that building, see that red brick facade, grab their ticket from the box office, go into the lobby and see some of the history that will present itself… and feel like you entered a home.” Schalk also expressed a “keen interest in making sure that we work with the local artists, the local bands, the local musicians in town.” It’s a project that recognizes San Diego as a growing market that is hungry and ready to see a vibrant arts and culture community thrive.
According to an analysis by Oxford Economics analysis shared by Live Nation, the venue is projected to deliver a significant boost to the local economy, generating approximately $97 million in annual economic impact and supporting 660 jobs. This also includes welcoming 316,000 fans each year—with 126,000 traveling from outside the San Diego metro area—and driving $53 million in local spending at nearby restaurants, hotels, and retail establishments.
Considering its proximity to other major event spaces and overall busy urban areas, traffic and parking may be a concern, especially on nights of overlapping events. But in those cases, Schalk said they would work together on communication efforts; parking availability; and staggering start, end, and loading times; as well as providing easy access to designated rideshare areas. With transit stations nearby (the closest one being a 4-minute walk at 12th & Imperial), public transportation is another great option for enjoying your night out.
There are still two years of design, construction, and plenty of logistics between now and opening night. But the bigger promise of the Wonder Bread Building is simple: San Diego finally gets a venue built for the artists who have historically passed it by. After years of getting skipped on the touring playlist, the city may finally be getting its turn on repeat.
Camila Ibarra Gallego is a CaliBaja native pursuing a master's degree in culinary journalism at the Basque Culinary Center. Shaped by the culturally rich, bicultural megaregion, she's passionate about sniffing out stories that connect people, territory and culture through food. When she's not tumbling down internet rabbit holes, you can find her pretending to be a wine connoisseur at a local wine bar or nose-deep in a good book.
AVRP Studios’ tradition for Design Excellence and Innovation began in 1976 with Doug Austin, FAIA, in Solana Beach, California. The firm has since grown to complete major projects throughout the United States and Canada. We think of ourselves as a family and we care deeply about people. We want to inspire, help make their lives richer and more complete through our efforts. We believe that architecture is one of the most important art forms because of the impact it can have on the lives of those it touches. We’re delighted to have been recognized with over 150 awards for design excellence.
703 16th Street, Suite 200, San Diego, California 92101 | 619-704-2700 | avrpstudios.com
