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Features SEPTEMBER 29, 2022

In Search of Water With Border Kindness

The California-based nonprofit provides food, shelter, clothing, medical care, and legal aid to those displaced along the United States-Mexico border

In Search of Water With Border Kindness
James Cordero
water warriors, hiking team

A Border Kindness group heads out just after sunrise. An average group is “usually around 8 to 12 people with an average hike length of 5 to 10 miles,” Cordero says.

James Cordero

Every week a group of volunteers heads to the eastern reaches of San Diego County, somewhere in the mountains, past the end of the big fence. They’re with Border Kindness, a California-based nonprofit that provides food, shelter, clothing, medical care, and legal aid to asylum-seekers, migrants, refugees, and the displaced along the United States-Mexico border. The San Diego chapter, run by James Cordero and his fiancé Jacqueline Arellano, handles the area’s water drops, which require arduous hikes into the deserts where migrants cross by foot, regardless of whether there’s searing summer temperatures or snow.

Border Kindness volunteers leave water, food, and clothing in canyons, mountains, and desert flats known to be frequented both by migrants and Customs and Border Protection (CBP, border patrol). They also remove trash from through-hikers and migrants who leave their personal effects along the rocks. The team has come across just about every likely scenario from border patrol apprehensions to encountering the remains of people who lost their lives in the final stretch of what was almost surely a long journey throughout the Americas.

water warriors, keychain

A keychain left behind with the image of la Virgen de Guadalupe—patron saint of both the Americas and vulnerable people. It’s a common image seen on items belonging to migrants.

James Cordero

Aside from witnessing and experiencing trauma in real-time, there are other risks: in 2019 a volunteer with an organization doing similar water drops in Arizona was charged with two counts of felony harboring and one count of conspiracy. In the end, he went free with a hung jury, but the legal risks of unsanctioned humanitarian aid are real.

“We provide humanitarian aid for many reasons,” Cordero says. “We have family that has immigrated to the United States. We want to help minimize the suffering and death that occurs all too frequently along the US-Mexico border. When you have a serious issue presented in front of you, it becomes a moral responsibility to do what you can to help. That is what we do.”

water warriors, land

A view from the top of a mountain ridge shows the canyons where migrants have to travel to try to evade border patrol. “Some caches are deposited over 5,000ft of elevation in the mountains, but most drop sites are less than 1,000ft, some below sea level,” Cordero says.

James Cordero

water warriors, hat in bush

A sombrero lays on top of a bush in a very windy area. “We presume the hat blew off the head of someone traveling through,” Cordero says.

James Cordero

water warriors, holding jug

Border Kindness Water Drop co-director James Cordero poses with a consumed gallon of water he left behind on a previous drop. The volunteers pick up trash, including discarded water bottles, as they deposit supply caches along their hiking routes.

James Cordero

water warriors, supplies

Border Kindness volunteers leave a supply cache consisting of gallons of water, canned food, and sun-protective clothing.

James Cordero

water warriors, snake

A juvenile rattlesnake, coiled up, camouflages into the decomposed granite and sandy wash believed to be transited by migrants.

James Cordero

water warriors, water jug

Cordero scribbled a bible verse from Romans 12:13: “Share with the Lord’s people who are in need. Practice hospitality.” It is assumed that the vast majority of migrants are culturally familiar with Catholicism.

James Cordero

water warriors, camo motion detector

A camouflaged CBP motion detection surveillance camera was recently installed in a highly migrant-traveled corridor to track human movement.

James Cordero

water warriors, truck

A border patrol truck races toward the Border Kindness Water Drop team. After realizing who they were, they let them be.

James Cordero

water warriors, baby clothes

Children’s clothes strewn about a hillside, at the site of a border patrol apprehension, shows the reality of who’s actually crossing the desert.

James Cordero

water warriors, hiker

A Border Kindness group scales a rocky mountainside, scouting for traces of recent migrant travel.

James Cordero

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.

Photo Essay

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Arts & Culture MARCH 11, 2024

Photos: On Location With SD’s Top Travel Photographers

A feast for your eyes and inspiration for your next remote vacation

Photos: On Location With SD’s Top Travel Photographers
Photo Credit: Matt Furman | Panajachel, Guatemala

The world is a stunning place full of culture, nature, and really great food. To celebrate our annual travel and adventure issue, we tapped some of our favorite globetrotting photographers to help us experience life through their lenses. To tickle your travel bug we’re heading around the world to buy cheese in a Puglian market, stroll the streets of Osaka, and admire wild donkeys in the Oaxacan mountains. You’re guaranteed to come away longing for your own far-flung adventure. These photos are even sexier and more enticing on the page, so be sure to subscribe to San Diego Magazine for more gorgeous travel photos.


Matt Furman

San Diego Photographer Matt Furman's image of children in Suva, Fiji dressed in traditional Hindu attire
Suva, Fiji
San Diego Photographer Matt Furman's image of an older woman in Guatemala City, Guatemala carrying a large metal bucket over her head
Guatemala City, Guatemala

Lucianna McIntosh

San Diego photographer Lucianna McIntosh's image of a butcher and cheese shop in Puglina, Italy
Puglina, Italy
San Diego photographer Lucianna McIntosh's aerial image of the Bahamas island chain from an airplane
Bahamas
San Diego photographer Lucianna McIntosh's image of the side of a boat on the Pacific Ocean off the coast of Kauai, Hawai'i
Kauai, Hawai’i

Valerie Durham

San Diego photographer Valerie Durham's image of the busy streets of Osaka, Japan featuring people. power lines, and signs
Osaka, Japan

Andrew Reiner

Photographer Andrew Reiner's image of two donkeys in front of clouds and mountain peaks in Oaxaca, Mexico
Oaxaca, Mexico

Amelia Rodriguez is a writer and journalist and winner of the San Diego Press Club's 2023 Rising Star Award and 2024 Best of Show Award, she’s also covered music, food, arts and culture, fashion, and design for Rolling Stone, Palm Springs Life, and other national and regional publications. After work, you can find her hunting down San Diego’s best pastries and maintaining her five-year Duolingo streak.

Features SEPTEMBER 7, 2022

Documenting the Quiet Minimalism of MCASD

Photographer Maha Bazzari navigates San Diego’s cultural landscape to uncover the dialogue between art and space

Documenting the Quiet Minimalism of MCASD
Maha Bazzari
MCASD hero

“The $105-million overhaul of MCASD, including the new Jacobs Hall, feels more connected to the topography. “It’s a delicate balance in capturing the art and architecture for each space,” says Bazzari of her approach. “Do I highlight the architecture and emphasize the artwork? Will the ocean views be the focal point, or how does the architecture connect with the landscape?”

Maha Bazzari

“I experience art within the space, sit with it, and then digest it.” That’s not the technical part, but it’s absolutely the starting point for Maha Bazzari, an architectural photographer who splits her time between San Diego and Palm Springs. The trained architectural designer and fine artist is an accidental photographer. She started by shooting her own work, then friends, and then global architecture firm Gensler came knocking.

Most recently, she was tapped by MCASD La Jolla to chronicle the quiet minimalism of the $105-million overhaul by Selldorf Architects. The photographer came often: mid-morning as the marine layer lifted. Golden hour. During a rainstorm. “I know every nook, in every light,” she says, perched on a concrete bench in the museum shop.

When she’s not traveling (Berlin, most recently) she frequents local architectural gems from the Salk Institute to Bell Pavilion. Her work has been featured in Dwell, WSJ Magazine and National Geographic. “Expressive images require an understanding of the artist’s concepts. And being selective.” Bazzari often collaborates with local artist Yomar Augusto, and there’s a fluency that develops between them. “To capture Yomar’s work is to follow the flow of lines and strong colors.”

Selldorf and Kanjo

“Bazzari maximized the rare stormy day to capture this dramatic image of architect Annabelle Selldorf and MCASD director Kathryn Kanjo. “With the use of strobe lighting and image bracketing I was able to uncover the rainy views, bring them to the foreground, and show the expansive lines of the architecture.”

Maha Bazzari

MCASD museum

“Bazzari maximized the rare stormy day to capture this dramatic image of architect Annabelle Selldorf and MCASD director Kathryn Kanjo. “With the use of strobe lighting and image bracketing I was able to uncover the rainy views, bring them to the foreground, and show the expansive lines of the architecture.”

Maha Bazzari

exhibit space

“The size of the exhibit space dictates the photography style. For the smaller exhibitions, the art must be at the right scale to the architecture so they complement each other. For larger gallery spaces, I don’t want the art to get lost or capture too much information.” 

Maha Bazzari

studioMAHA_sdm0922.jpeg

“My love for the visual arts goes beyond a still image. I dabble in painting and explore different materials. This is a detail of Gravitational Attraction. I used acrylic paint, graphite, spray paint, and iron filings that were manipulated by the use of magnets to create this shape. Concept: The force of attraction is inescapable, especially the connections between people and their souls through interaction, sharing of ideas, stories, and experiences.”

Maha Bazzari

studio-maha-sdm0922.jpeg

Macro-micro is a common theme throughout Bazzari’s photos, as shown with these two shots of a piece by San Diego artist Melissa Walters. Of All Things was a site-specific installation made of 2,600 paper tetrahedrons. “The amount of detail that went into this piece is mind-boggling,” Bazzari says. “I had to consider the physical space in relation to the theoretical Omniverse that contains it.”

Maha Bazzari

keller

“I photographed this beautifully dramatic artwork for Yomar’s solo show at Point Loma Nazarene University. Although the mural was the main piece in the exhibition, the pieces came together through the narration of graphics throughout the gallery space.”

Maha Bazzari

maha studio mural

For this mural, commissioned by San Diego Made Factory, Bazzari added scale with pedestrians and trolley tracks. “I wanted to underscore the urban setting of the East Village.”

Maha Bazzari

maha studio

This abstract and colorful geometric calligraphy painting was commissioned for a residence in Mission Hills. “We wanted to highlight the colorful streaks and textures by enhancing the contrast, especially on the dark canvas.”

Maha Bazzari

CBRE Tecture sculpture

This light fabrication is by Tecture in collaboration with Gensler San Diego. “I captured the curvilinear sculptural elements made from independent layers of milled extruded PVC with suspended lighting in between.”

Maha Bazzari

maha-studio-sdm0922-1.jpeg

“This historic preservation of a mid-century modern house in San Diego [by architect Kristi Byers] is one of those projects that I photograph and admire all the work and consideration that went into it.”

Maha Bazzari

prescott-studio-sdm0922-1.jpeg

“We arrived before sunrise to make sure we captured the best light on the small chapel at Point Loma Nazarene University. It took us five hours to photograph the saturated colors, clean lines, and thoughtful materials.” The Lyle and Grace Prescott Memorial Prayer Chapel is a collaboration between architects Carrier Johnson and Tecture.

Maha Bazzari

maha-studios-sdm0922-2.jpeg

On The Salk Institute by Louis Kahn: “I can spend all day capturing this monumental architecture with its details, observing the light moving across all the surfaces.”

Maha Bazzari

maha-studio-sdm0922-3.jpeg

There are many approaches to shooting a door, especially this one designed and built by Tecture for a San Diego beachfront home. “It is a large pivot door with four operable windows, and a wheel operated gear system. So, we played around. Opening, closing and passing through it.”

Maha Bazzari

maha-studio-sdm0922.jpeg

A symphony of concrete was required to show off the muscularity of this chair designed and fabricated by Tecture. “We connected this piece to its surroundings—the concrete chair to the concrete floor and walls. Aligning textures and materials was the goal.”

Maha Bazzari

Features JULY 11, 2022

A Modernist Utopia on the Sonoma Coast

San Diego’s most prolific architectural photographer turns his lens on Sea Ranch Lodge

A Modernist Utopia on the Sonoma Coast
Darren Bradley
Sea Ranch, 2

“I took a ‘selfie’ looking out at the ocean, from the first housing built there, called Condo One. Note the steeply raked rooflines to deflect the wind. My camera here is in the courtyard of the building, which was also designed to provide outdoor space sheltered from the wind and weather.”

Darren Bradley

Darren Bradley’s camera can turn concrete and cedar shingles into symbols of romance. If a structure has charisma, he lures it out. With light. Through angles.

“Architects are always telling stories and making statements through their work,” he says. “I generally try to zero in on that story or statement, and find the best possible way to photograph the building to ensure that the message is conveyed properly.”

Sea Ranch, 1

“Weather can be unpredictable at Sea Ranch. The development occupies 5,000 acres of rocky coastline. The architecture was meant to blend in with the surroundings, while also deflecting the wind and protecting its inhabitants from the often- unpredictable weather. Sea Ranch is about 100 miles north of San Francisco but feels a world away.”

Darren Bradley

Architectural photography has developed into its own art form, and it might be as important as the built work itself. A good image can give the viewer a feeling of the atmosphere and design intention without actually being in the place. Bradley does this.

Sea Ranch, 4

Sea Ranch, 4

Darren Bradley

His Instagram profile, @modarchitecture, which has 117,000 followers, is packed with eye-catching buildings from around the world and those closer to home, including the Salk Institute for Biological Studies and the Geisel Library at UC San Diego. Born in Hawai‘i, raised in San Diego, and having studied history at the Sorbonne in Paris, he mostly focuses on modernist architecture from the 1950s through today. On his profile, he shares history, humorous field notes, and insight on his editing methodology.

For the Sea Ranch, he captured the discreet beauty of this secluded, forward-thinking residential enclave set on 53 rugged acres of Northern California coastline about halfway between Bodega Bay and Mendocino. At the time it was built in the 1960s, the vernacular architecture and ecological sensitivity were radical.

Sea Ranch, 5

“My wife walking down the path towards the cliffs, under the lodge. The ram’s horns are the logo of Sea Ranch, and evoke a time when the area was a sheep ranch. They were designed by local artist Barbara Stauffacher.”

Darren Bradley

A dream team of Bay Area architects—including Charles W. Moore, Donlyn Lyndon, Joseph Esherick, William Turnbull, and landscape architect Lawrence Halprin—evolved a concept of dynamic conservation of “living lightly on the land.” They created a tapestry of 2,200 private homes, clustered by cypress hedgerows, undeveloped lots, undulating meadows, rolling hills, redwood and Douglas fir forests, nature trails, and ocean views. All this on a former sheep ranch.

Last year, The Sea Ranch Lodge reopened after a detailed remodel; it includes a refreshed restaurant, The Bar + Lounge, a new café, and a general store, as well as a roster of cultural events.

Sea Ranch, 6

“There’s even a San Diego connection to Sea Ranch! Local artist and architect James Hubbell designed this chapel.”

Darren Bradley

Sea Ranch, 7

“This is the Ohlson Recreation Center. The structure on the right is meant to also serve as a screen to deflect the often-high winds coming in off the cliffs.”

Darren Bradley

Usually, Bradley’s photo assignments are commissions from architects and publishers the likes of Phaidon, for whom he has photographed two midcentury- modern travel books. But Sea Ranch was a family affair, framing his wife, Elise, and daughter, Ava, amid the organic architecture. “I am often alone when I travel to photograph architecture,” says Bradley. “Being able to share that experience with my family was a rare treat and a memorable one. Sea Ranch is an iconic modernist architectural vision that has remained unspoiled by time.”

Sea Ranch, 8

“Sea Ranch has always been a haven for creative types. Graphic designer and artist Barbara Stauffacher created the ‘Supergraphics’ that are used throughout the development, including in this changing room at one of the site’s several public swimming pools. This pool is known as the Moonraker Pool… yes, like James Bond!”

Darren Bradley

Sea Ranch, 9

“A view of the Sea Ranch Lodge perched on the steep cliffs overlooking the ocean.”

Darren Bradley

Sea Ranch, 10

“My daughter enjoying the view at our condo. Okay, I may have asked her to pose there! This complex includes several condos and was the first structure to be built at Sea Ranch. Designed by architects Richard Whitaker, Donlyn Lyndon, Charles Moore, and William Turnbull in the early 1960s.”

Darren Bradley

Sea Ranch, 11

“View of the lounge area of the Sea Ranch Lodge. I enjoyed sitting here with a cup of coffee with a book while watching the weather and the waves.”

Darren Bradley

Sea Ranch 12

“The steep, slanted rooflines are meant to deflect the wind. There are no windows high up on the structures because of the difficulty of keeping them clean.”

Darren Bradley

Sea Ranch, 13

“On our way up to Sea Ranch, we stopped at the former Russian colony at Fort Ross. In the early 1800s, this fort housed soldiers and fur traders. This Russian Orthodox chapel at the fort also served as inspiration for the architects who designed Sea Ranch.”

Darren Bradley

Sea Ranch 14

“Here’s the interior of the chapel designed by San Diego artist and architect James Hubbell.”

Darren Bradley

Sea Ranch, 15

“The Sea Ranch Lodge also serves 9. as the area’s only restaurant and community post office. It was designed by Joseph Esherick in 1964 and modeled after an old-fashioned country store. The sculpture is by artist Robert Holmes.”

Darren Bradley

Photo Essay
Studio S SEPTEMBER 11, 2026

Vi at La Jolla Village – Senior Living in the Heart of Everything

At Vi at La Jolla Village, residents don't have to choose between security and adventure, connection and independence. They get all of it.

Vi at La Jolla Village – Senior Living in the Heart of Everything
Courtesy of Vi at La Jolla Village

Today’s seniors are more connected than ever, with a renewed focus on retirement as a time of discovery and enriching experiences. The ultimate reward for a retirement well-earned is the wisdom to appreciate it all, and what better place to enjoy that unique perspective than Vi at La Jolla Village, in the heart of San Diego.

All-access pass to good living.

As a Continuing Care Retirement Community (CCRC), Vi provides access to a connected and fulfilling community while making it easy to plan for future care, should the need ever arise. With a care plan in place, residents enjoy greater financial predictability and long-term value, freeing them to focus on making the most out of retirement.

Resort-style amenities at the epicenter of a cultural hub like San Diego offer a retirement experience unlike any other. Paired with exceptional dining, spacious accommodations and dedicated staff, the best of maintenance-free living is all around. And with the introduction of Vista 360 Well-Being, Vi’s panoramic approach to wellness, there are more ways than ever for residents to access it all.

The harmony of mind, body and community.

Courtesy of Vi at La Jolla Village

The key to longevity is striking the right balance in maintaining an active lifestyle with an active mind in a fulfilling community. With newly renovated community spaces and restaurants, Vista brings a variety of opportunities for residents to elevate their well-being through Vi-exclusive “Signature Experiences.”

Vista Enrich takes an evidence-based approach to brain vitality, keeping residents at the forefront of cognitive health through exergaming (exercising + gaming), nutritional plans and informative workshops. It is also home to The Brain Vitality Studio, an innovative facility dedicated to cognitive fitness that has garnered national recognition.

Vista Discover invites residents into stimulating educational experiences, from chef-led cooking demos and guided wine tastings to lectures at local universities and intimate lectures following cultural outings.

While Vista Enrich focuses on brain health and Vista Discover engages residents intellectually, Vista Explore cultivates a sense of adventure through curated travel and local excursions. But broadening one’s horizons doesn’t always require a plane ticket. One recent event brought a taste of the world right to the community: an onsite “jazz cruise” featuring live music and global cuisine served at a series of themed “ports” all within the community’s own ballroom.

“Location, location, location”

Courtesy of Vi at La Jolla Village

One of the biggest perks of life at Vi at La Jolla Village is its proximity to just about everything. With easy access to transportation and local attractions just steps away, residents can explore and engage with their community at their own pace.

“There are trolley and bus stops within a 5-minute walk that will get you to the beach, UCSD Campus, medical appointments, downtown La Jolla or San Diego, et cetera. We rarely use our car,” said resident Tom Yager.

With the best of San Diego just steps away, residents don’t just live in the city, they live within reach of everything that makes it special.

The best of all worlds.

Courtesy of Vi at La Jolla Village

At Vi at La Jolla Village, retirement isn’t a chapter to slow down; it’s an invitation to discover more. Tailored community experiences created by Vista, paired with the vibrant pulse of San Diego just outside the door, mean that residents don’t have to choose between security and adventure, connection and independence. They get all of it.

This is what an all-access pass to good living looks like: the comforts of an elevated lifestyle, a community built for growth and a city made for discovery – all in one place.

To learn more about Vi at La Jolla Village or for details on available floor plans, visit ViatLaJollaVillage.com/SDM.

Partner Content
Arts & Culture SEPTEMBER 14, 2026

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

What Will It Take to Make San Diego a Global Arts City?
Photo Credit: Stacy Keck

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.

Arts & Culture SEPTEMBER 11, 2026

San Diego FC’s Vision Goes Beyond the Soccer Field

A conversation with Sebastián Morúa on art, community, and why the club’s future heroes should include the creatives helping build it

San Diego FC’s Vision Goes Beyond the Soccer Field
Photo Credit: Xavier Hernandez

Sebastián Morúa is the Senior Vice President of Brand & Innovation for San Diego FC. He oversees Playmakers, the program through which the club has, over the past three years, engaged with over 80 working artists—not as marketing partners, but as co-creative directors.

Morúa didn’t build Playmakers as a community-outreach program bolted onto a Major League Soccer franchise. He built it as the identity of the franchise. When we sat down, he talked about the World Cup, San Diego’s creative workforce, his challenge to other sports franchises in the city, and the mural of heroes he hopes people will see one day when they close their eyes and picture San Diego FC.

Claire Johnson: Why does an MLS team invest in arts and culture?

Sebastián Morúa: I want to answer that in two parts. Philosophically first—because I think what you’re really asking is why should any sports team do this when most don’t.

Sport is a platform for transformation. It has proven that over and over. We saw it this summer with countries participating in the World Cup for the first time and what that did in their home countries—the sense of self-identification, pride, possibility. That is the power of sport.

When you take a sports team that’s fueled by that principle and understands what it could mean for other stakeholders in a community, you start to think about what you can accomplish in collaboration with them. One of those stakeholders, very early on, was the creative community. If we were going to build a team that represents this place and its people, we needed to go to the source. Artists are uniquely positioned to translate the essence and the soul of a community. When you zoom out and look at the multitude of artists in a place, you start to see the fabric of that local culture. That’s where the sense of pride and possibility gets unlocked.

But you’re also San Diego FC specifically. That matters.

Our mission is to create opportunities for talent to flourish and make San Diego shine. That means the club is a platform. When we started doing the early research for the brand, we brought artists into our focus groups. The response was immediate. There was a clear need. In 2024, we ran the first full year of what became Playmakers, working with more than 20 artists to help us tell the story of how San Diego FC could weave 18 distinct communities together.

We’re in the business of developing communities through sport. We’re not in the business of fútbol to entertain communities. That is an outcome—but not the purpose.

When you started, were you thinking about the profitability of this type of program?

No. I wasn’t thinking about where this was going or how much it would cost. It instinctively felt aligned with our organizational purpose, and we made a decision to go for it. Now it’s become what it’s become.

What does Playmakers look like in 10 or 20 years?

If a fan closed their eyes 20 years from now and tried to paint a mural of the heroes that make up the club, they would see a big percentage of Playmakers artists on that mural. Ask any fan about the team they’ve supported for decades, and they’ll tell you about players, maybe a coach, maybe an owner. We’re expanding that. In our mural, there’ll be artists, entrepreneurs, community leaders, youth coaches. The community will be present.

Three to five years from now, Playmakers is an established community of creatives who have co-directed the identity of the club and the evolving identity of San Diego. If we keep the pace we’ve kept, we should have collaborated with 150 to 200 artists whose stories we’ve told and whose next steps we’ve helped support.

What would you tell another organization considering this kind of investment?

There’s a huge benefit for us as a club and as a brand. This is symbiotic. The artists have a need, we can support that need, and in return the community cares more about our club because of the investment we’re doing in the community. That’s what I would tell another organization.

What excites you most about how San Diego is changing?

San Diego is waking up to how much it has to offer the global conversation around culture. There’s a purity to life here—partly because of the weather, which allows us to spend so much time outside, in nature—and that exists alongside this incredible richness in food, music, art, and now sports.

I have a sense that San Diego is ready to unlock its full potential. You see it in the artists and creatives here. They’re ready. There’s very little hesitation. It’s more like: “Hell yeah, of course I want to do this. I know I’m talented. I’ve been waiting for something like this.”

That energy, combined with the unique lifestyle and character of this place, creates a really exciting sense of what San Diego can become in the years ahead.

Is there a question I should have asked you that I haven’t?

I would ask: What would you say to the other big players in San Diego who are—or could be—shaping the cultural fabric of our community? Do they understand the symbiotic benefit? Are they supporting it?

Because Playmakers, in the end, is a cultural compass. It’s making sure that San Diego still feels—and will always feel—represented in the creative process of building San Diego FC and what that means for San Diego.

The pitch is a canvas. Athletes are painting collectively during every game. There is a story in every game. That’s the link between sport and art. At the core, it’s the same creative process.

Arts & Culture Q&A
Partner Content SEPTEMBER 5, 2026

NewBridge School

San Diego Magazine's Private School Guide 2026

NewBridge School
Jog-a-thon

NewBridge School is San Diego’s only school dedicated to the education of students with dyslexia and related learning profiles. For 30 years we have successfully served students with dyslexia, dysgraphia, dyscalculia, receptive/expressive language disorders, ADHD, executive functioning and memory deficits. Students transition successfully into academically rigorous high schools and colleges across the country. Why NewBridge? Training, training, training (plus intensive individualization, and comprehensive program design). All teachers are trained and retrained biennially in Orton-Gillingham, the only approach proven to remediate dyslexia based on Science of Reading research, and complete a year-long training program. Every aspect of our program is designed around our students’ learning styles and needs. Every class is taught by a highly-trained expert, and our Speech/Language and Occupational Therapy teams embed throughout the day. Our multisensory, multi-tiered math program has been developed in conjunction with sister schools and experts across the country. Don’t wait—early intervention is magic!

Enrollment: 100

Grades: K – 8

Tuition: $30,000

Deadline: Rolling

Gender:  All-inclusive

Details  Nonsectarian

Open House  Tours by appointment


12285 Oak Knoll Road • Poway, California 92064
858-679-5744 • [email protected]thenewbridgeschool.com

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