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From upscale modern Mexican to a hole-in-the-wall Thai spot, food critic Troy Johnson reveals his 10 favorite new eateries of 2015.
This year, Mexican food went high-end. Four-star chefs took over one-star parking lots. A tiny Thai empire expanded. Plenty of notable restaurants opened in San Diego in 2015. Food critic Troy Johnson picks his 10 favorites, and dishes on what makes them so special.
San Diego’s Best New Restaurants 2015
the “Yo Soy Feliz,” a tostada with black bean purée and grilled portabello mushrooms, and Mexican coleslaw
America needs to eat less meat, for many, many reasons: chief among them our health and the environment. The problem has always been that vegan restaurants were either culinarily challenged or smelled like questionable hippie hygiene. Not so at L.A. transplant Café Gratitude. The clean, modern restaurant is entirely plant-based (they can’t call it fully vegan, because a few of their dishes use honey), and offers enough standouts that even unrepentant carnivores won’t miss the meat… much. One winner is “Mucho,” the Mexican bowl with black beans, guac, pico de gallo, nopales, salsa verde, cashew nacho cheese, spicy pepitas, romaine, and sprouted probiotic brown rice. Another is “Warm-Hearted,” the grilled polenta with braised summer squash, sautéed kale, roasted tomatillo sauce, salsa verde, cashew queso fresco, pepitas, scallions, and cilantro. Sure, it’s a little new-agey. But they’re just serving health food and a positive message, not converting you to worship an alien race. San Diego needs about 30 more healthy, meat-alternative concepts like this. 1980 Kettner Boulevard, Little Italy
San Diego’s Best New Restaurants 2015
Chef Daniel Barron has cooked some of the more exciting meals I’ve had in San Diego. He’s bounced around a bit, from Blue Point downtown to La Valencia in La Jolla, and now he has a new home in Blush. With a clean, modern décor (if a bit loud), Blush is technically a cocktail concept—drinks topped with fresh-fruit ice—but Barron’s kitchen makes it more than that. Try his yellowfin tuna poke with blue crab, Aspen Ridge beef, asparagus, and truffle; the crispy miso pork belly; or the lollipop-cut Jidori chicken wings. Barron isn’t afraid of meat, and he’s aging and curing in his kitchen. He’s also serving a foie gras ramen. It’s the most action this corner has had in a long, long time and a good anchor for eastward growth downtown. 555 Market Street, Gaslamp
San Diego’s Best New Restaurants 2015
burger with blue cheese and tomato-onion jam
One of the most exciting trends in restaurants is high-end chefs ditching the luxe life for the DIY life. What they save on overhead, they pass on into the high-quality food. Chef Jesse Paul left the Park Hyatt Aviara and opened this seasonal little hangout in a former fast food Mexican restaurant. There are still concrete patio tables, and bars on the drive-thru window. But it’s a gourmet burger in a fast-food setting. The Spoon Burger is delicious, with arugula, bacon-onion jam, blue cheese, tomato aioli, and house fries. The butterscotch pot de crème with sea salt ganache, whiskey Chantilly cream, and almond biscotti is an excellent finish. Where you once ate rolled tacos and drank Coke, you now snack on poutine and craft beer. 805 East Valley Parkway, Escondido
San Diego’s Best New Restaurants 2015
green curry with eggplant, bamboo shoots, and fresh basil
In University Heights, Plumeria has long been a favorite for lovers of Thai food and vegetarian-friendly cuisine. The owners and their head chef, Siram Ngamkiree, spun off this seafood eatery on Adams Avenue, and it’s predictably good. Leaf eaters will find a ton of the dishes available with tofu or only veggies. Try the miang kham (Thai hors d’oeuvres) with grilled shrimp, toasted coconut, peanuts, lime zest, ginger, shallots, and tamarind sauce. Their house-made green curry with eggplant, bamboo shoots, and fresh basil is also excellent. If I have one complaint about Asian restaurants, it’s that many don’t bother sourcing healthy, antibiotic-free meats or other ingredients. Chi and Plumeria are two examples of good cooks fusing Asian tradition with progressive, sustainable food. 2789 Adams Avenue, University Heights
San Diego’s Best New Restaurants 2015
Mexican food’s moment is finally here. In San Diego, it’s been wrongly classified as cheap takeout for far too long, but Chef Javier Plascencia’s modern showroom changes that. The menu, from Plascencia and Chef de Cuisine Claudette Wilkins, is a mix of greatest hits from their other restaurants, like Romesco (Bonita), Misión 19 (Tijuana), Erizo Baja Fish House (Rosarito), and Caesar’s (Tijuana), birthplace of the Caesar salad—plus new inventions. Try the carnitas taco with a house-made masa tortilla, tender pulled pork, and crunchy chicharrónes (pigskin), or the yellowtail crudo with coconut aguachile, tomatillo, cured pineapple, avocado, chiltepin (chili pepper), and jalapeño. At the bar, one of the city’s best, Christian Siglin is creating phenomenal cocktails like the Javier Wallbanger (tequila, Galliano, citrus, and allspice). 1490 Kettner Boulevard, Little Italy
San Diego’s Best New Restaurants 2015
khao soi curry with boiled and crispy egg noodles
Sab-E-Lee continues to be the driving force of Thai food in San Diego, and now the tiny, beloved Linda Vista restaurant has expanded to a larger space down the street. In the original location, they created Thai Papaya, which focuses on Thai street food. Try the addictive deep-fried pork ribs, which are fermented for three days in soy sauce and then served with a pepper sauce spiked with fish sauce and cilantro. Or the khao soi curry, an incredibly rich northern Thai specialty with both boiled and crispy egg noodles, pickled cabbage, shallots, and a submerged chicken drumstick. It’s still BYOB (there’s a craft beer liquor store next door) and only has 10 seats or so, but worth every minor inconvenience. Thai Papaya, 2405 Ulric Street, Linda Vista; Sab-E-Lee, 6925 Linda Vista Road, Linda Vista
San Diego’s Best New Restaurants 2015
Catania’s lardo pizza with fontina, fresh mozzarella, chili oil, Parmesan, and parsley
Catania’s lardo pizza with fontina, fresh mozzarella, chili oil, Parmesan, and parsley
The Whisknladle Group does excellent work, from their namesake in La Jolla, to their three Prepkitchen locations, to this new coastal Italian concept. Chefs Ryan Johnston and Vincent Schofield serve up pizzas using dough fermented for 24 hours and cooked in their wood-fired oven, especially the pie with fresh mozzarella, fontina, chili oil, Parmesan, lardo (cured pork fat), and parsley. The ahi crudo with melon-yogurt gazpacho, cucumber granita, and jalapeño oil is a highlight, but in the end the ocean sunset view is the true scene-stealer. 7863 Girard Avenue, La Jolla
San Diego’s Best New Restaurants 2015
In the Cult of New, sometimes food writers ignore old treasures. Tapenade was a French mainstay in La Jolla since 1998. Chef-owner Jean-Michel Diot was classically trained in Michelin-starred restaurants in France before coming to New York and famously opening Les Halles. When it was announced that Tapenade was being forced from its location, some worried he and Chef de Cuisine Christopher Santos would call it a day. But now they’ve opened Bistro du Marché down the street, continuing to put out French classics like Parisian steak tartare on country toast, lamb leg noisettes with flageolet beans and tomato Provençal, coq au vin, you name it. Tapenade’s beloved mushroom ravioli made the move, too. Simply one of the best French restaurants in San Diego, starting a new chapter. 7437 Girard Avenue, La Jolla
San Diego’s Best New Restaurants 2015
La Jolla Shores is a different world from nearby Prospect Street. The Shores has the summer beach crowd, who—up until now—didn’t have a good place to get a taco and margarita after a day in the sun. One of the country’s best chefs remedies that with Galaxy Taco. Trey Foshee of George’s at the Cove opened Galaxy in the former Shores Market, and, with Chef de Cuisine Christine Rivera, he’s elevating the taco by taking it back to its roots. They make their masa tortillas from scratch with non-GMO heirloom corn. The grilled avocado taco with bean purée, creamy corn salad, and lime is out of this world, as are the birria steamed clams with onions, cilantro, radish, and grilled bread. At the bar, don’t miss the Cosmic Punch (tequila, rum, coconut, pineapple, spices, lemon, and bitters). 2259 Avenida De La Playa, La Jolla
San Diego’s Best New Restaurants 2015
crema de elote, a white corn soup with fresh shucked corn, roasted poblano crema, and crispy leeks
This isn’t a restaurant as much as a sprawling compound. The $15-million, 28,000-square-foot restaurant, bar, and get-married space by the Cohn Restaurant Group is focused around one of the city’s best views. The huge patio hangs over the bay waters, allowing diners to gaze across at the downtown skyline. Yes, Baja cuisine is hot right now, but Chef Deborah Scott has been going Latin since she first opened Indigo Grill in the early ’90s. At Coasterra, try her tableside guacamole (add Maine lobster and ghost pepper sauce) or the crema de elote (white corn soup with roasted poblano cream, crispy leeks, and chili oil). Wash it down with Deb’s Coconut Margarita (reposado tequila, coconut cream, lime juice, and a toasted coconut salt rim). You will take many, many out-of-towners here to show off our city. 880 Harbor Island Drive, Harbor Island
The new Hawaiian- and Japanese-inspired cafe will serve locally caught bluefin, fresh spring rolls, housemade sauces, and plenty of matcha
Not all monsters have to be scary. In fact, entrepreneur Pinyada “Ada” Primpray’s is delightful. Sea Monster, a small cafe that will serve poke bowls, fresh spring rolls, and matcha, will open in Mission Valley by the end of the year.
“The concept is a Hawaiian- and Japanese-style cafe,” Primpray explains. She calls it Sea Monster in homage to her friend’s popular restaurant Big Monster Sushi & Thai in Hawaii, but “the idea really started to take shape after I came back from a solo trip to Italy,” she says. The experience inspired her to start her own concept that mixed her culture, experience, and passion for food.
Sea Monster will be her first restaurant as an owner, but Primpray has worked in restaurants for 15 years in places like Kauai, Chicago, New York, and San Diego. She realized a similar health-conscious, seafood-forward, quick-service restaurant could work here, especially in that corner of Mission Valley where pizza and burgers reign. Plus, she points to the massive development plans for the area—between Riverwalk bringing thousands of new homes to the area and even more coming from San Diego State University, there are lots of new locals looming on the horizon.
She brought on Head Chef Wasu Gibb Palipote from Sushisamba in Los Angeles to develop the menu and signature sauces, like ink wasabi and a larb sauce. “Every couple of months, we plan to introduce a new signature sauce created exclusively for Sea Monster by [Chef Palipote],” she says. All the sauces will be homemade, including a basil creamy sauce and sesame vinegar.

Sea Monster’s menu centers around fresh poke bowls—mostly locally-caught bluefin tuna and hamachi as well as salmon, served California-style rather than Hawaiian-style (the sauces are added to order rather than marinating on the fish, which can overpower its flavor). Toppings will range from the usual, like edamame and green onion, to upscale, like uni (sea urchin). She’ll also serve fresh salad rolls, a popular light snack in Vietnam and her native Thailand, with vegetables and seafood like salmon, shrimp, and imitation crab. Everything will be served to-go, although there will be very limited seating for people who want to dive in right away.
The matcha program will start small, with six iterations planned for opening and potentially more in the future. “I really want to have mango sticky rice,” she adds. Beyond adding items to the menu, Primpray says she hopes Sea Monster will be more than a restaurant. “I want it to grow into a lifestyle brand with its own little world,” she says, pointing to the restaurant’s mascot, Smoo. A monster with aspirations of growing bigger and bigger until it takes over? Yeah, sounds about right.
Sea Monster will open daily for lunch and dinner in late 2026 at 6110 Friars Road in Mission Valley.
Listen Now: The Latest in San Diego’s Food and Drink Scene
Have breaking news, exciting scoops, or great stories about new San Diego restaurants or the city’s food scene? Send your pitches to [email protected].
Beth Demmon is an award-winning writer and podcaster whose work regularly appears in national outlets and San Diego Magazine. Her first book, The Beer Lover's Guide to Cider, is now available. Find out more on bethdemmon.com.
Kuya Sharpens owner Joshua “Jhun” de Andres turned a meditative practice into a business caring for prized kitchen knives—one whetstone at a time
“A sharp knife is a safe knife,” says Joshua “Jhun” de Andres, owner of Kuya Sharpens. It only takes a light touch to guide a properly-sharpened knife, while dull knives require much more force to cut through an object, increasing the likelihood and severity of an injury. “If you slip, that’s a lot of force that is now going into your finger, your hand, and that’s where it becomes extremely dangerous.”
De Andres started sharpening knives as a meditative practice during a time of personal grief, a way to zone in on a task with a useful and satisfying outcome. “[It was a] reminder to myself that you can fix something that’s broken and give it purpose again.” Once he ran through his own collection of knives, he started asking friends and family if he could sharpen theirs. When he’d sharpened everyone’s knives he could think of, he started posting videos on TikTok, where his first professional chef customer found him: Chef Tanner Stanich, chef de cuisine at Michelin-recognized Bib Gourmand Mabel’s Gone Fishing.

“That’s when things really started to take off,” he laughs. He uses whetstones rather than motorized belt sanders to sharpen, which gives him the ability to make microadjustments during the process for a more customized and controlled result. Whetstones also preserve steel more efficiently than other mechanical processes, which are faster, but take off more of the knife’s edge in exchange, reducing the lifespan of the knife.
Learning how to master whetstones takes a lot of time and practice, and while de Andres specializes in sharpening Japanese knives, he’ll sharpen a knife from anywhere. “Every knife deserves to be sharp,” he says.
Japanese kitchen knives are designed for extremely specific purposes: there’s a knife to break down a fish (deba), cut through boneless raw fish for sushi and sashimi (yanagiba), slice vegetables (nakiri), carve meat (sujihiki), debone poultry (honesuki), and even knives only the executive chef can use (kiritsuke). Few other culinary cultures utilize such ultra-specialized tools, and Japanese steel is prized for its extreme hardness and ability to maintain a razor-thin edge for decades when properly cared for.
De Andres is still figuring out different ways to expand his business: hosting workshops at Home Ec on Adams Avenue, creating knife restoration tutorials, and launching private lessons, all while continuing to sharpen knives people bring to him or even send from across the country. And he knows that for both home cooks and professional chefs, sharpening a knife that may have cost hundreds of dollars on a whetstone can feel overwhelming. Will I ruin it? Will I break it?
“You’re most likely not going to break it,” he promises. “But you are going to make it yours, and you have to kind of be okay with that.” Knives age and change just like humans do. Sharpening is an essential part of maintenance, and shaving away the dull edges to restore a shine takes care. And de Andres cares a lot.
“It’s just been really life-giving to me,” he says. “I know it seems really silly that taking a knife and putting it on a whetstone can change your perspective on how you view the world, but for me, it came to me at a time when I needed it most.”

Listen Now: The Latest in San Diego’s Food and Drink Scene
Have breaking news, exciting scoops, or great stories about new San Diego restaurants or the city’s food scene? Send your pitches to [email protected].
Beth Demmon is an award-winning writer and podcaster whose work regularly appears in national outlets and San Diego Magazine. Her first book, The Beer Lover's Guide to Cider, is now available. Find out more on bethdemmon.com.
Check out the stacked lineup of talent participating in this year’s celebration of food, cocktails, wellness, and SoCal energy
Tickets to the Del Mar Wine & Food Festival get you in the door. The real fun is figuring out who you’ll run into once you’re there. This year’s weeklong schedule of exclusive events, running September 30–October 4, includes dinners, tastings, and loosely-supervised chaos where celebrity chefs and local icons finally let their hair down.
The festival has a track record of the unexpected: Bryan Cranston and Aaron Paul once toasted their mezcal brand Dos Hombres with an intimate dinner at the Lodge at Torrey Pines (and then, evidently unsatisfied, kept drinking it on the cliffs above Blacks Beach with a rotating cast of San Diego and Food Network chefs. Alex Morgan showed up for a dinner under the lights honoring the country’s most badass women chefs). Drew Brees ran a celebrity pickleball tournament where the guy from It’s Always Sunny in Philadelphia got absolutely humbled by locals.
If you scored a ticket to last year’s Grand Tasting, you might’ve caught Guy Fieri doing exactly what Guy Fieri does: strolling the grass, signing t-shirts and foreheads, and hanging off the DJ surf van like it was built for him. Meanwhile, local chef Ethan Yang of Glass Box walked off with the Chef Competition surfboard.
So whether your plan for 2026 is to corner legendary San Diego chefs like Victor Jimenez of Cowboy Star and Jon Sloan of Juniper & Ivy in person, or just aim for a spontaneous golf cart ride with a Food Network star—here’s your cheat sheet for where to run into a celebrity chef, TV personality, award-winning winemaker, or pro athlete at this year’s Del Mar Wine & Food Festival.

Consider this your soft landing into festival week—the walk-around tasting that eases you in before things get chaotic later on. Monarch Ocean Pub hands its patio over to the flavors that define San Diego eating: Baja seafood done right, coastal bites, Mexican flavors with some heat behind them, all the staples locals will fight you over.
The celebrity sightings here lean more “bump into” than “spot from across the room.” Troy Johnson—Food Network judge, San Diego Magazine chief content officer and co-owner, Emmy-winning host, a man who has eaten his way across the entire country professionally—is the type to materialize at whichever station has the longest line, because he already knows it’s worth the wait. Ask him what he’s had so far. He’ll have opinions.
Then there’s celebrity pastry chef Karen Krasne, owner and executive pastry chef of Extraordinary Desserts, James Beard House alum, and a woman Forbes once ranked among the top 10 pastry chefs in the country—which tracks, because you might find her holding court next to a tray of her roasted pecan shortbread dipped in white chocolate, explaining exactly why this is the flavor combination. You will listen to every word, too, because you’ll want to try that cookie.
This is an opening night party where the person next to you in line might just be the one who baked the thing you’re about to eat.

Fifty years ago, a Napa Chardonnay beat France at its own game and rewrote what the world thought it knew about wine. This dinner is that legacy, poured by the family who built it, course by course.
Under the arches at Fairmont Grand Del Mar, Ernie Hahn and the Hahn family, who partnered with the Barretts to revive Chateau Montelena into the Napa powerhouse it is today, host an evening built entirely around the winery’s most iconic pours. Every course gets its own pairing straight from the Montelena portfolio, so you’re not just hearing about the Judgment of Paris, you’re tasting the wine that started it.
Chef Mawa McQueen, a former James Beard Best of the West winner out of Aspen, brings globally inspired cuisine and serious technique to the table. Alongside her, Fairmont Grand Del Mar’s executive chef Bryn McArthur leans into farm-to-table sensibility shaped by a career of global kitchens. Together they’re building a menu meant to hold its own against wine that already changed history once.
This is the rare dinner where the wine isn’t just accompanying the meal, it’s the reason the meal exists. Fifty years after Paris, the rematch is happening right here in Del Mar.

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

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”

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.

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