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San Diego’s cultural scene is booming—here's the innovative art, live music, iconic landmarks, and local changemakers shaping the city this year
The San Diego Foundation (SDF) celebrated its 50th anniversary with proclamations from 15 cities and the County of San Diego, declaring May 28 as San Diego Foundation Day and launching a new campaign. It was also named Nonprofit of the Year by State Senator Akilah Weber Pierson. To date, SDF has granted over $1.8 billion to nonprofits across the region—its new Fifty & Forward campaign aims to raise $1 billion and award $500 million towards initiatives targeting education, climate resilience, and family well-being over the next decade.

Tucked in the heart of Barrio Logan, Future is Color Studio & Cafe is cultivating community through clothing, conversation, coffee, and music. Focused on collective liberation, the space explores cultural tensions through dialogue; creative workshops; and Studio Sessions, weekly events like jazz nights, DJ sets, and album listenings. Swing by Fridays and Saturdays to browse the latest collection, dig into the reference library, or vibe in the Hi-Fi Listening Space. (The best part? It’s free.) Tuesdays offer intimate, ticketed listening sessions, and you can visit on Sundays with a reservation.
One of Balboa Park’s most photogenic gems got a serious makeover. The iconic Botanical Building, originally built in 1915 for the Panama-California Exposition, had weathered decades of wear and termite damage until a glamorous $28 million, 32-month renovation brought it back to life. Phase one restored its signature redwood lathework and added sleek new irrigation systems, making the once overgrown space shine. Phase two is underway, with new gardens set to bloom and complete the fairytale-worthy transformation.

Sessions by the Bay opened this year as San Diego County’s first licensed cannabis lounge. The National City spot features a large dispensary downstairs and a sleek second-floor lounge serving real-deal restaurant food and non-alcoholic drinks that you can dose yourself. Guests are actively consuming cannabis—smoking, vaping, dabbing, sipping—in a space that feels more boutique hotel lobby than head shop. It’s polished, thoughtful, designed for lingering. Finally, San Diego has a legal, regulated, public place to smoke weed.
You’ve heard of Comic-Con, but does the name TwitchCon ring any bells? How about Ninja, Ludwig, or Pokimane? Even if those aren’t your personal lexicon, every day, millions of people tune in to watch these streamers share video gameplay, life updates, and real-time reactions to the internet’s biggest trends on the platform Twitch. Quickly becoming one of the San Diego Convention Center’s largest annual events, TwitchCon brought together nearly 22,800 fans and creators this past year. With its 10-year anniversary on the horizon and a return slated for October, TwitchCon may have finally found its forever home in America’s Finest City.

After a $125 million, four-year transformation, the historic Jacobs Music Center struck a new chord this last year. Once a 1929 movie palace, the venue is now an ornate, state-of-the-art concert hall with upgraded acoustics (including a design-forward tunable canopy), lush new seating, and a choral terrace that puts some lucky audience members right onstage. It’s an acoustically brilliant home for the musical gifts of the SD Symphony. Goodbye, old HVAC system; hello, musicians who can actually hear themselves play.
Noticed something new in downtown’s skyline? A $511 million, 37-story tower at 1011 Union Street is the city’s first true mixed-use skyscraper. Developed by Holland Partner Group, the building combines office spaces, trendy retail, and luxury apartments and tops ’em with a rooftop pool and deck. This vertical neighborhood aims to create a more dynamic and walkable community, elevating San Diego’s lifestyle to new heights.

The San Diego Zoo, a pioneer in wildlife research and protection for nearly a century, has been up to some seriously exciting things lately, from innovative conservation efforts to welcoming new furry friends.
Giant pandas are finally back at the San Diego Zoo. Yun Chuan and Xin Bao are the first two pandas to enter the US in 21 years. Go visit these adorable, fuzzy legends at the new Panda Ridge habitat.
Half a century never looked cooler. San Diego Zoo’s Frozen Zoo is the world’s first wildlife biobank, containing frozen cells from over 1,300 species to help fight extinction. What started as a wild idea is now supporting conservation efforts across six continents and could be key to bringing back Earth’s rarest animals.
Here, kitty, kitty. On August 23, 2024, the San Diego Zoo welcomed Barong, a Sumatran tiger cub, into the world. Born to first-time mom Jillian, this adorable lil fella marks a big win for his critically endangered species.
We may not be able to fix the broken cabinet in our office, but we’re pretty darn good at making stuff worthy of national awards. In June, San Diego Magazine nabbed two wins at the 40th annual City and Regional Magazine Awards (CRMA), which honors the best writing, reporting, design, and digital storytelling from across the country. Our content chief Troy Johnson scored Best Food or Dining Writing, and our 2024 Best Restaurants feature was named Best Food or Dining Feature Package. We were also nominated for the prestigious General Excellence award, but, alas, we didn’t walk away with the gold. Fingers crossed for next year.

Three San Diego neighborhoods are saying hello to residents and visitors alike with new signs that put history and culture front and center. Convoy’s soaring, illuminated vertical sign, designed by Bennett Peji, proudly celebrates its vibrant Pan-Asian roots. Old Town’s elegant iron archway honors its rich Spanish, Mexican, and American heritage. Meanwhile, Ramona’s glowing arched emblem, created by local artist Leslie Souza, brightens Main Street with warm hometown charm. But these aren’t just signs—they’re echoes of San Diego’s past, lighting the way toward a bright new future.
The Cygnet Theatre, founded in 2003 and rooted in Old Town for two decades, is preparing for a scene change. This fall, the company moves into the Irwin and Joan Jacobs Performing Arts Center—dubbed “The Joan”—in Liberty Station’s Arts District. Thanks to a $43.5 million investment, the historic Navy Building 178 has been reborn with a 280-seat mainstage and a 150-seat black box to equip the performing arts institution with more modern amenities and room to grow. The curtain rises on Cygnet’s 21st season this September.

Around Best of SD press time last year, we were waiting with bated breath to learn whether The Outsiders would take home a Tony. It didn’t nab one—it got four, including Best Musical. The show made its debut at La Jolla Playhouse during the 2022–23 season, earning immediate acclaim before heading to the Jacobs Theatre on Broadway in 2024. So, pay close attention next time you catch a show at SD’s most trailblazing theater. You might be seeing a smash hit in its nascent stages. Stay gold, Ponyboy.
Should San Diegans prepare for certain doom? That’s up in the air, after two rare oarfish—dubbed “doomsday fish” for their correlation in Japanese folklore to earthquakes—washed up on San Diego beaches last year; one in August in La Jolla and another in Encinitas in November. These ribbon-shaped deep- sea giants can reach up to 30 feet in length, but thankfully, our deceased visitors were only a measly nine and 11 feet, respectively. Scientists aren’t certain why they’ve surfaced in San Diego, but their arrival certainly shook up residents—perhaps literally, considering the 5.2 magnitute quake we saw in May.
Ivey Ranch Park Association was named a 2025 California Nonprofit of the Year by Assemblymember Laurie Davies, honoring more than four decades of work in Oceanside and across San Diego County. Known for its equine-assisted therapy and inclusive care programs for people with and without disabilities, Ivey Ranch supports more than 300 children and adults each week. The team was recognized at the Capitol May 2025 as part of California Nonprofits Day, alongside other standout organizations statewide.

After six years and $550 million, the Hotel del Coronado has officially completed its historic restoration, bringing a previously unseen revival of its 1888 Victorian building. The final phase of rooms opened June 15. Hidden frescoes, original woodwork, and long-lost architectural gems were uncovered during the construction, which means guests now get an even richer glimpse into the hotel’s storied past. Nobu has arrived, too, so come hungry.
When ferocious wildfires tore through Los Angeles in January, destroying neighborhoods from the Pacific Palisades to Pasadena and impacting hundreds of thousands of people, San Diegans came together to help our northern neighbors. The San Diego Humane Society took in LA’s shelter dogs, hotels offered discounted or free rooms, and local grocery stores like Vons and Northgate Market matched donations. The Institute of Contemporary Art San Diego opened free workspaces, while residents donated to food banks, held clothing drives, and partnered with Airbnb to open their homes. Amid the devastation, the local response was a powerful example of community solidarity.
Grim Avenue in North Park has a new moniker: Lucky Lane. Entrepreneur Lucky Wong dished out affordable, homestyle breakfast at Lucky’s Golden Phenix on Grim for 50 years. When he passed away at 90 last December, neighboring business owner Matthew Lyons of Tribute Pizza rallied support and raised funds to rename the street and create the Lucky Wong Memorial Scholarship, benefiting under-resourced culinary students in San Diego.
They say there’s no such thing as a free ride, but we guess they haven’t heard about Mid-City GO. The four-year pilot program offers on-demand rides Monday through Friday, 9 a.m. to 5 p.m., within North Park and City Heights in vehicles that emit zero emissions and cost zero dollars. Just download the free app, request a ride, and watch smugly as you cruise past all the poor saps circling the block in a futile search for a parking spot.

San Diego State University (SDSU) has made some big strides in the past year. From stronger academics and innovative new facilities to a fresh chapter in athletics, there’s been a plethora of exciting news pushing the university forward.
SDSU just achieved R1 status, indicating that it’s now ranked among the top five percent of research universities in the country. This milestone contributes to more opportunities, resources, and recognition for students and faculty—and it makes your SDSU degree shine a little brighter, too.
Five years in the making, SDSU’s new Sound Laboratory holds super speakers and unique audio technologies that let sounds echo seemingly forever. This encourages students to explore how space, sound, and reverberation interconnect in ways that weren’t previously possible.
The Pac-12 just scored big, with SDSU set to join the athletic conference in 2026. This will bring stronger partnerships and a higher level of competition for student athletes while helping the school attract top talent. It’s only up from here, Aztecs.
Outside the Lens puts cameras in the hands of local youth, giving them the tools to capture their communities from the inside
Big feelings hit us all. Younger populations—or those who haven’t yet developed their own language of expression—outsource angst through external means. That’s where homemade haircuts, studded belts, and musicians like The Cure, Elliott Smith, or Phoebe Bridgers come around. In San Diego, though, there’s a nonprofit that gives youth a way to feel not only heard, but also understood, through photography and digital storytelling.
Outside The Lens’ mission is to amplify the voices of systemically marginalized young people and help them develop the confidence (and artistry) to tell their stories and shape their communities. OTL just celebrated its 25th anniversary earlier this year with dual exhibitions of student work at San Diego Central Library and Museum of Contemporary of Art San Diego. Since 2001, more than 30,000 students have completed programs at OTL, getting their hands on industry-respected DSLR cameras (no shade to iPhone photographers), editing files and images with Adobe Creative Suite, and recording podcasts. Participants explore their worlds through the lens and on the mic.
“Our biggest opportunity, and what’s really needed, is to bridge the understanding between the youth and their communities and how people are seeing what youth are going through right now,” says OTL Executive Director Sarah Beckman.
OTL’s participants, Beckman explains, are young people navigating systems that never gave them access to the tools and mentorship that inspire creative expression, financial mobility, and civic engagement. The nonprofit offers support—in the form of meals, transportation, and healing-centered educators—and a creative outlet for exploring and coping with those challenges.
OTL’s in-school programs meet California core standards for arts and partners with at least 37 schools and community sites throughout San Diego, including the Monarch School in Barrio Logan, East County Community School in El Cajon, and Creative Performing and Media Arts School in Clairemont Mesa. The nonprofit doesn’t just work within the school system. Its Media Makers program invites young adults with intellectual and developmental disabilities to express their place and purpose in the world through film, photography, animation, design, and entrepreneurship.
“We’re always asking the question, and we’re engaging youth in our civic discussions [of], ‘How can we make this city somewhere youth want to be?’” Beckman says. “‘How can we make San Diego somewhere for young people to build a future?’”
This year OTL’s annual Voice Out celebration event spotlighted student work that hung on gallery walls beside “Giants,” the Dean Collection at MCASD. The Voice Out contest is open to all San Diego youth ages 8 to 25; all submissions are published in a catalogue and displayed in a public exhibition. These are some of the students’ works, and their words, from the past three years of Voice Out.

“I wonder how the architect decided to connect the beams [at Del Norte High School] by creating repetition. Without color [in the photo], the structure becomes the focus of the image.” –Monroe S., 15

“Every day, time slips forward, whether we notice it or not, and life can feel overwhelming in its constant motion. In this long-exposure photograph, the blurred train rushes past, symbolizing the speed of life, while the still subject remains grounded and aware. It’s easy to become tangled in society’s expectations: what to wear, what grades to earn, what future to chase. In that rush, we forget to pause. The stillness in this image becomes a breath, a moment of reflection. Through it, I hope to show that wonder lives in slowing down, in watching the world blur while choosing, even briefly, to stand still.” –Leo N., 15

“Teenagers constantly wonder if they will ever be enough. I wrote words on the mirror that might represent what a teenager thinks about when it comes to being ‘enough’ for the people around them. They might wonder if they are pretty, smart, or good enough. I wanted to bring attention to what thoughts teenagers struggle with in everyday life.” –Illiana I., 16

“I took this picture during Go Skate Day in 2023 or 2024 I think … but who cares? It’s sick! Keep riding!” –Danny I., 18

“This was taken at an all-women’s retreat in the mountains to heal inner trauma, at the end of the trip where we all hugged each other and healed. My mother is the one being hugged and one of her friends is embracing her. Place is somewhere you belong, somewhere you feel comfortable in, and somewhere you can be yourself. I believe womanhood and friendship is not only a place but home.” –Michelle G., 16
Leorah Gavidor won her first essay contest at age 5. She writes features, news, and non-fiction in San Diego.
Whether you love theater, music, dance, or public art, these are the cultural experiences that stood out this year
Arts District Liberty Station officially became one of the state’s designated cultural districts, joining a list reserved for places with thriving creative communities. Considering the campus is home to more than 100 galleries, artist studios, museums, and arts organizations—not to mention The Joan, the 42,000-square-foot performance center housing Cygnet Theatre—it was only a matter of time until the district got its flowers.
If you can’t beat ’em, join ’em. The National City Public Works building has been a target of graffiti artists for years, only to be constantly painted over (and the cycle restarts). Now, it’s working with the local artists from Vision Culture Foundation to create intentional public murals. A win-win in our book.
One of the biggest questions this year is who will show up for San Diego arts and culture—so a Best Of nod goes to a nonprofit that’s been doing it for years. Founded by longtime arts advocate Susanna Peredo Swap, Vanguard Culture has staged events for creatives, told their stories, and just created an SD ARTS Pass—a single ticket that gets you access to 39 creative spots.

Ballet’s already got a sort of otherworldly thing going for it, with people morphing into 90-degree angles and defying gravity with each pirouette. The Rosin Box Project feels like a raw, creative new force in the classic art form, though—especially with its annual Ghost Light Masquerade. It’s a dance of eerie spirits that makes you second-guess what’s real and what’s not.
Once upon a time, Gallagher Square was just a grassy knoll behind the outfield wall at Petco Park. Now, it’s a concert venue, playground, play ball field, dog park, and unofficial home for those who prefer the vibe of baseball more than the actual game. Big-time performers are showing up: Ms. Lauryn Hill, Cypress Hill, and Peach Pit.
Casa Casillas has filled a long-standing gap in Chula Vista’s art scene. Open since last August, the space gives local artists a dedicated venue to display their work and visitors a chance to explore the neighborhood’s vibrant art. Two rotating resident artists always keep the space moving, so it rarely looks the same twice.

El Cajon translates to “the box” in Spanish—a nod to the city’s surrounding hills—but Alley Cat Art Fest (previously called Artivál) doesn’t stay inside it. As the first arts festival in East County, it celebrates local galleries, sculpture, live music, and food trucks—the whole nine.
Every second Saturday, Barrio Logan turns into a choose-your-own-adventure with the Barrio Art Crawl, a free self-guided art tour through galleries, museums, and murals, with street food and music filling in the gaps. Barrio is one of the city’s most thriving arts neighborhoods, and it’s worth getting a bit lost in.
MCASD is showcasing two powerhouse exhibits—Giants: Art from the Dean Collection of Swizz Beatz and Alicia Keys and The Dean Collection Presents: Hometown Heroes. The pop music titans are highlighting local artists, with an intentional focus on diverse experiences. It was one of the biggest (and coolest) art openings of the year, and it closes August 9. So get on it.
Leave it to The Old Globe to give the local theater scene some Hollywood glamour. Katie Holmes led the premiere of Henrik Ibsen’s Hedda Gabler this past spring, turning the classic Norwegian play into one of the most buzzed-about theater productions of the year.
We the Commas are mixing surf, soul, alternative rock, and sibling chemistry into one unmistakable sound
Siblings make better music. That’s the hot take, and there’s some logic and science behind it. The Bee Gees, Jackson 5, Billie Eilish and Finneas, AC/DC, Van Halen, The Allman Brothers—heck, even the Hanson brothers, why not? Beyond just a shared sense of taste and nonverbal communication developed over decades of living and evolving together, there’s a thing called “blood harmony.” The genetically similar throat cavities, vocal cords, speech patterns, and resonant bone structures all blend each unique voice into a more homophonic sound than what comes out of two non-related singers.
Those throat cavities are working wonders for emerging San Diego band We the Commas—three brothers (from oldest to youngest) Lenny, Jordon, and Cam Comma.
Raised in Vista and Carlsbad, the family opted out of cable TV (video games got a pass). Without binge-watching to fill bored hours, the trio turned to music. Guitar Hero led to GarageBand and finally to live instruments—guitars for Lenny and Cam, drum set for Jordon. In their sound, the influence of Stevie Wonder, Erykah Badu, The Who, and Dave Matthews Band is obvious, and so is surf culture, specifically that laid-back chill of North County surf culture.
“We’re like the Black Beach Boys,” Cam says. (Note: Three of the five founding members of the Beach Boys were siblings—the theory gets stronger.)
Their debut EP pretty clearly lays out how they see their sound—titled SARB, an acronym for Surf Alternative R&B. That resonates in the song “Sherry,” with its easy-listening, windows-down-on-the-101 vibe. It also works in the louder, surf-punkier “Pissed Off.” Despite some advances in reducing core stereotyping tendencies, people still tend to autofill Black musicians into rap and R&B. The Comma brothers immediately circumvent that by declaring themselves out the gates.
“SARB makes it so [listeners are] open to all of the things that we want to do,” Lenny says. “From there, you can put a label on whatever you think it sounds like.”

People—and musicians further up the stream—are taking note. In 2023, they co-wrote the song “I Keep Fallin’” with Eric Cannata, guitarist for multi-platinum SoCal band Young the Giant. In early 2024, they were tapped to open the national tour of Brooklyn’s jazz-pop heroes, Sammy Rae & The Friends. Comedian Gabriel “Fluffy” Iglesias invited them to warm up his show at Pechanga a couple months later.
“We really believe genuinely, with our whole hearts, minds and souls, that this is going to work the way that we think it’s going to,” Cam says, grinning ear to ear.
Currently, the Commas live together in Vista, and the dream, wholeheartedly, is more alive than ever. They’ve put out two dozen singles and a trio of EPs: SARB (2020), Old School Love (2021), and Aeroplane (2024); this year alone brought the release of three new singles, including “Let Me,” a silky-smooth entry in their growing collection of love songs.
“We fully realized the magic is in all of us together,” Lenny says. “We know that this doesn’t happen without each person, and we have respect for each other because we need each other.”
As they grow as brothers and as a band, the Commas try to always remember what unified them in the first place.
“Music has always been a glue,” Jordon says.
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.
Behind every beautiful space is a thoughtful process, and ASID San Diego is helping homeowners understand the value of professional design.
A perfectly designed home rarely happens by accident. Those kitchens that feel effortless and rooms that seem to tell a story the second you walk in? They’re usually the work of someone who knows exactly what they’re doing.
It’s knowing which ideas will actually work, which materials will hold up over time, and how to turn a collection of choices into a space that feels intentional. That’s where a professional interior designer comes in.
For the American Society of Interior Designers (ASID) California San Diego Chapter, the goal is to help people see interior design as more than just the finished look. Behind every well-designed space is a process built on technical expertise. Designers are educated in everything from professional software and construction details to building codes, space planning, materials, and functionality.

“People don’t always realize how much goes on behind the scenes,” Kirsten Recce , current president of the ASID California San Diego Chapter, says. “Our designers are not just doing furniture placement and color selection and picking out new fluffy pillows. That’s not what they’re trained for.”
ASID members bring formal education, continued learning, and industry knowledge to their projects, helping create spaces that are not only beautiful, but designed to work. A paint color that changes completely depending on the lighting. A material that looks beautiful in a showroom but doesn’t make sense for everyday life. A layout that photographs well but doesn’t function for the people living there. These are the details where professional guidance can make all the difference.
Still, one of the biggest misconceptions about hiring an interior designer is that it’s reserved for massive renovations, luxury homes, or people who already know exactly what they want. The process can feel intimidating. Where do you begin? Is a designer worth the investment? What if you only need help with one room?
ASID’s answer: start with one hour.
ASID’s Spruce Up events break down one of the biggest barriers between homeowners and professional design: knowing where to begin. Held twice a year, the community program gives homeowners the chance to work directly with an ASID designer through a one-hour, $125 consultation in their own home. Whether you’re looking for advice on furniture placement, window treatments, kitchen and bath updates, remodeling ideas, vacation rentals, color selections or something else entirely, the upcoming September 2026 event offers an approachable way to get expert guidance before committing to a full project. Signups are open through Sept. 7, with consultations taking place Sept. 21 through Oct. 31. Proceeds benefit ASID San Diego’s educational and community programs. Register here!

“It’s a great opportunity for people who are in that exploratory phase,” Recce says. “Maybe they’re not sure they want to hire an interior designer yet, or they think it sounds daunting or expensive. This gives them a chance to discover what working with a designer is actually like.”
Design is personal. A good designer isn’t just creating a beautiful room; they’re helping create a space that fits the way someone lives.
“We’re a resource to all of San Diego County,” Recce says. “It doesn’t cost anything to pick up the phone and call and ask. We’ll answer.”
Follow ASID San Diego on Instagram, LinkedIn, and Facebook for updates on upcoming events, or connect with the chapter directly at [email protected] or 619-548-8847.
The San Diego designer has created more than 3,000 concert posters over nearly 40 years for artists including the Rolling Stones and the Red Hot Chili Peppers
Let’s start with his name.
No, not his birth name, Craig McKenzie Haskett.
Scrojo.
When he was in high school, he and his friends were trying to come up with the perfect name for their punk band that would encapsulate all their personas. Nicaragua. The Freds.
One of his friends said he was going to go by Jimmy Stacks and called it “the perfect rock and roll name.” Their names changed so much that Haskett erupted: “Fine, I’m f—ing Scrotum Joe, the true defender of the Open West.”
Their response: Wow, that’s a great name.
As a teenager, he drew chalkboards for Del Mar’s Pannikin coffee shop and would design T-shirts for surf/skate brand Life’s a Beach. He signed the shirts with his moniker, but even in punk rebellion, who wants a shirt with the words Scrotum Joe on it? “They just cut out the ‘t-u-m,’ and the next thing you know, a client referred to me as that, and it stuck,” he says.

Scrojo could have been part of a band as iconic as The Misfits—had he been able to learn the famously cumbersome bassline to The Kingsmen’s “Louie Louie.” Becoming one of the most renowned concert poster designers—someone who quite literally designed the cover of Art of Modern Rock: The Poster Explosion—is a pretty good Plan B.
“To my knowledge, he’s done more rock posters than anybody else alive,” says Dennis King, whose D. King Gallery in Berkeley, California, serves as one of the largest private rock poster collections in the world. “He’s the hardest-working guy in the poster business.”
King not only co-authored the sequel to music historian Paul Grushkin’s The Art of Rock, but he also handles distribution and sales for all of Scrojo’s work. That’s more than 3,000 different posters over nearly 40 years. (That’s over one poster each week. For four decades straight.)
For anything from boxing matches to rodeos, posters have long been used as promotional items. Toulouse-Lautrec’s famous lithographs advertised Moulin Rouge in the late 1800s. Around the same time, Hatch Show Print in Nashville was making handbills for the Grand Ole Opry.
“I propose this: Cave paintings are the first poster art,” Scrojo says.

Rock and roll posters took off in the 1960s, when the hippie counterculture era replaced conformity and suburbia. Artists like Jimi Hendrix and the Grateful Dead used their vibrant, psychedelic prints as a form of rebellion from the mainstream. Posters were promotional, commemorative, collectible, and especially expressive.
If the name Scrojo is any indication, he doesn’t shy away from imagery that toes the line of being too provocative. He focused more on what inspired him instead of trying to be offensive for the sake of getting attention.
“Didn’t want to show it to my grandmother, but my parents were fine with it,” Scrojo says with a laugh.
“We’ve had to ask him to put a Band-Aid over a nipple every now and then,” says Chris Goldsmith, president of Belly Up Tavern in Solana Beach, where Scrojo started out and hundreds of his posters currently line the walls.
Scrojo spent six weeks at Otis College of Art and Design for a summer semester before drugs, alcohol, and a self-described lack of discipline prevented him from enrolling full time. Still, he taught himself concepts like text hierarchy and later found his niche at the Belly Up and in the surfing and skating world, working with brands like Quiksilver, Rip Curl, Scorpion Bay, and DGK.
His first concert poster was for North County band Borracho y Loco, of which Goldsmith was bass guitarist. Scrojo drew an abstract version of the Belly Up’s iconic shark with colorful calypso and tiki themes.
Early on, he would craft using a pencil, pen, non-reproduction blue pencil, X-Acto knife, rubber knife, and proportion scale to create each poster, and the finished product could take a week or even longer.

“I recommend every artist coming up to do that for like six weeks,” Scrojo says. “It forces you to think about every design decision as you’re going along.”
He has since mastered vector imagery through Adobe Illustrator to the point where, depending on the level of detail needed, he could finish two projects in a day. Still, he fills sketchbook after sketchbook to blueprint.
“I liked his line in particular, and he knows how to draw, which a lot of people don’t really know how to do these days,” King says.
Scrojo would research what each musician’s merchandise looks like to get a feel for each artist’s tone and voice. Once he has his central image in mind, he focuses on what and where to place the text.
He doesn’t have one specific style, ranging his talents from art deco to psychedelic and everything in between (and outside the lines). Want a pop surrealist comic book cartoon devil with splattered paint textures, halftone dot patterns, and pure chaos? Red Hot Chili Peppers, February 1986. Want a minimalist graphic portrait with bold strokes and graffiti text? P!nk, October 2023. Want a carnival sideshow style piece with a tasteful caricature of Jeff Bridges? The Big Lebowski, August 2011.
Scrojo calls himself a jack of all trades because he can create posters for all music genres. King calls him a chameleon for his ability to adapt his voice to new eras.

“The variety of his skillset makes it possible for us to put 50 of his posters on a wall next to each other and have it look compelling, not just a bunch of the same thing over and over,” Goldsmith says.
Some of Scrojo’s favorite posters are when he feels a personal connection to the artist or the album. He has a vivid memory as a child of being trapped in a closet filled with marijuana leaves while playing hide and seek and staring at Jimmy Cliff’s “The Harder They Come” LP. “For whatever reason, as a kid, that sparked a desire to do graphic design,” Scrojo says.
Fast forward to February 2012, Cliff is performing at Belly Up. Scrojo decided to modify Cliff’s original album cover from rainbow gradient fills to classic reggae psychedelia while preserving Cliff’s striped pants and bold hat. Cliff’s manager called him and said they wanted to use it for the rest of their tour.
“We always get artists requesting that he does their posters,” Goldsmith says. “A lot of artists don’t want venues to go all rogue because they want to control how they’re being presented. With him, they’re like, ‘Let him go nuts.’”
Matt Eisenberg is an award-winning writer and photographer based in San Diego. A former ESPN editor, his work has also been published by CNN, Bleacher Report and the New York Daily News.
We found a handful of inspiring people who live in, and truly know, these 'hoods and asked them how they’d spend their time out and about
Growing up in Carlsbad, I never quite understood why people vacationed there. What, so you want to check out the field where I have soccer practice? Pay my orthodontist a visit? Carlsbad just felt like a town by the beach, no better or worse than any other in the country. It took going to college out of state for me to actually understand just how rare a place like Carlsbad is.
Thanksgiving break my freshman year, my first time coming home after three months in the Midwest, my shoulders dropped. I rolled down the windows and drove to lifeguard tower 37—the hangout magnet for Carlsbad’s youths (and, in the summer, tourists)—and the smells of the ocean woke me right up like smelling salts do. I finally got it.
Carlsbad isn’t just a stopover town on your way to something better. It is the destination. Travel + Leisure named Carlsbad one of the top 50 places around the world to travel in 2026. From the whole globe, the travel magazine picked my home. Sure, we’ve got the Flower Fields and Legoland—but now it’s the smaller ships and indier dreams that are giving it street-level character.
It’s not just Carlsbad, either. People have talked about the “North County bubble” for decades—a force field that prevents its residents from traveling south of the 56. It’s often used derogatorily, and it’s a fairly accurate burn.
For decades, living up in North County meant giving up on culture, or at least culture within close proximity. But now, the main expansion of San Diego culture is happening up north. Central San Diego restaurants have started taking notice and are expanding into the area—spurred no doubt by Oceanside’s food boom and the Jeune et Jolie–Campfire–Wildland–Lilo constellation in Carlsbad. City Heights burger joint Key & Cleaver opened a new spot in Oceanside; the owners of Parc Bistro-Brasserie in Bankers Hill opened Parc Lounge in Rancho Santa Fe. Possibly the strongest market indicator is that Sam Fox—one of the most successful restaurateurs west of the Rockies—has started focusing on North County for his concepts. In 2025, he opened both The Henry in Carlsbad and Culinary Dropout in Del Mar.
For the ultimate insider guide, we found a handful of inspiring people who live and create and truly know six North County neighborhoods—San Marcos, Escondido, Oceanside, Leucadia, Rancho Santa Fe, and Vista—and asked them how they’d spend a dream day out and about in their town.

San Marcos is in full renaissance mode. The biggest story is that the grand North City vision is starting to peek through the scaffolding. It’s essentially the North County Downtown that’s been written in the tea leaves and discussed whenever someone gets stuck in traffic at the 5/805 merge: a 200-acre, pedestrian-friendly, mixed-use face-changer that’s slated for 2,600 homes, 350,000 square feet of retail and restaurants, 250 hotel rooms, and about a million square feet of offices and labs. Its most recent manifestation is 222 North City—a 12-story residential tower with over 450 residences, rooftop garden, pool cabanas, art installations, and almost 20,000 square feet of ground-floor retail (Necessity Coffee, Buona Forchetta, Draft Republic, Milonga Empanadas, and a grocery store anchor on its way).
Which means Restaurant Row is no longer burdened with being the primary caregiver for the hungry or the socially inclined. Patricia Prado-Olmos has watched the city morph during her nearly three-decade tenure at CSUSM, having spent the past six years as the school’s chief community engagement officer. She also just announced her forthcoming retirement at the end of the 2026–2027 school year, so she’ll have even more time to haunt local haunts.
Those in the know call the university “Cal State StairMaster” from the Sisyphean amount of stairs on the hillside campus. So, any day at or around CSUSM should start with a homestyle carbo-load (biscuits and gravy) from Mama Kat’s.

“There’s something about this breakfast spot that immediately puts me in a good mood,” she says. Mama Kat’s is also known for its pie (strawberry-rhubarb), which is breakfast if you change your perspective.
After a few hours on campus—with a break to pet the university’s official therapy goldendoodle, Frank, who helps ease finals tremors or apprehension of on-campus stairs—Prado-Olmos will wander into North City, just steps away. She says the almond croissant and coffee at Christophe Rull Patisserie rival Parisian cafés: “It feels like the kind of place you’d stumble across in a much bigger city.”
Rull, a Michelin-trained pastry chef who’s done stints on Netflix (Bake Squad) and Food Network (Super Mega Cakes, Halloween Wars), opened his patisserie last fall. The hype hasn’t cooled off yet: Get there early because the crowds do.
Emma Veidt is an editor at San Diego Magazine. She earned her bachelor's and master's degrees from the Missouri School of Journalism. She loves running, hiking, and rock climbing, but really, she mostly loves encounters with the street cats around North Park.
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