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How the pandemic convinced us all to adopt telehealth, made San Diego's top docs social media stars, and changed healthcare forever
Influencer Doctors-lipstick
Stacy Keck
It was late one night in early March 2020, and Rebecca Fielding-Miller was on her laptop after putting her toddler to bed. As an epidemiologist at UC San Diego who specialized in infectious disease in sub-Saharan Africa, she was paying attention to the early spread of the Covid-19 pandemic and sensed what was coming.
That night, Fielding-Miller took case data from the San Diego County website and made a graph–not for research but simply to see what was going on. Then, she posted the graph on Facebook. A friend tagged Scott Lewis, editor of Voice of San Diego, and the next day Lewis called Fielding-Miller for an interview.
“It just kind of started snowballing from there, which was a little bit surprising and not what I anticipated,” Fielding-Miller says. “I would do an interview, and then somebody would see me or something I said and thought it sounded coherent, and then they would call me up, and I would speak to the next person.”
She had done just one media interview before Covid-19, and now, more than two years later, she’s done more than she can count, with outlets from Voice of San Diego and KPBS to USA Today and The Guardian. “Scientists can’t talk like [the average person],” Fielding-Miller says. “I don’t know what it is, but I understand. I recognize that one of the reasons that people call me up is because I can talk like a person. And that’s just not training that scientists get.”
Influencer Doctors-Phone
Fielding-Miller does talk like an everyday person–she’s lively and engaged and even funny. She’s also an expert in the spread of infectious diseases. The combination has made her into one of several local Covid-19 celebrity health experts–doctors and researchers who journalists call on to share information, give health advice, and generally try to make sense of this truly novel pandemic that has consumed everyone’s lives.
For years, healthcare professionals and insurance companies have been trying to get patients to embrace a certain amount of telehealth or remote consultations. The adoption was slow, and people were understandably reticent. The pandemic changed all that.
For the first time in American medical history, during the pandemic, people began getting their health information not from their own physicians but through doctors speaking via news stories, in soundbites on TV, or in short posts on Twitter. And it changed the lives and practices of those doctors. It exposed weaknesses in government health agencies and our healthcare system, leaving many with lingering misinformation about Covid-19 that has damaged public health on a larger scale.
“The Trump administration really tried to play down the virus, especially in the beginning, and there weren’t good federal guidelines. And so everybody was looking for an expert on something that nobody was an expert in,” Fielding-Miller says.
Doctors in the media have long been a thing. Of course, there are the medical dramas– General Hospital, M*A*S*H, ER, and Grey’s Anatomy–but there have also been several medical TV news shows. In 2003, Dr. Mehmet Oz launched his first TV show Second Opinion with Dr. Oz, and he became a regular TV personality through the 2000s. The Doctors, a news talk show offering medical advice, started in 2008. Then, during Covid-19, as the top news story for the entire planet became health-related, doctors became constant guests on TV news and regular sources in news stories.
Before Covid-19, Dr. Abisola Olulade, a family medicine doctor at Sharp, had done one media interview about vaping for CBS San Diego. Fast forward to February 2020, she was once again tapped as a source regarding Covid-19. Now, she’s done hundreds of interviews for outlets ranging from local TV to national publications, including Forbes, The Atlantic, Cosmopolitan, and NPR.
Influencer Doctors-Chart
“When I look back and think about the fact that I’ve been a full-time practicing physician as well, sometimes it’s been just really crazy,” she says. “There are times when I was interviewed four times in one day by different stations, back to back.”
Dr. Olulade learned how to communicate health information in a way that balances “educating people, not causing them to be panicked, and being reassuring as much as you can, but also being very honest.”
She says she’s always had a good bedside manner, which translates onto the screen. “Next to being competent, a good bedside manner is probably the most important thing for a medical provider to have,” she says. “You can have all the knowledge in the world, but if you can’t communicate it in the right way to your patient, it’s totally pointless. It is important to convey information in a clear and concise manner that is respectful, nonjudgmental, and empathetic.”
She says sometimes she was recognized on the street (other doctors said they weren’t), a new phenomenon in her world which is typically a private, closed-door experience with patients. Anyone who’s been on TV knows it takes a bit of putting together to not look shadowy, ghostly, or wholly unprepared for the on-screen experience.
“I do prefer to wear makeup for interviews,” she says, “but I can’t exactly do it in the morning because it gets ruined by the mask, so I do it immediately prior to interviews. It’s an added time commitment in addition to preparing for what I am going to say in the interviews. Lighting is also important. I have gone through several lighting kits both at home and in my office. I would recommend using one.”
Fielding-Miller also started paying more attention to her appearance–and that of her office–due to TV. “I wore a lot more makeup than I would have otherwise,” she says. “My usual amount is none, but I realized that some mascara and good red lipstick make a difference on camera. I keep an extra tube of lipstick and some eyeshadow in my office at work now in case I get asked to do an interview that I hadn’t planned on.”
She also changed up her office, making it Zoom-ready. She hung a “very cute, bold curtain from Anthropologie” over the window, added throw pillows for the couch and liked to play around with the bookshelf behind her. “There is often a copy of How to Survive a Plague back there, and sometimes the board game Pandemic,” she says.
For Fielding-Miller, another big lesson was learning about the different types of media outlets and what each needed. “Some people do long, thoughtful investigations where they do background reading and they really want to give an accurate portrayal, and some you just have to get news on at 5 o’clock and they want the soundbite, and they’re done,” she says. “Both are valid things, and I get it. People watch the 5 o’clock news, and people hear things in soundbites. And so I want people to hear the clip that says, ‘Hey, maybe wear a mask.’ If that is the sound bite I can get out into the world, then that’s all right.”
Dr. Mark Sawyer, an infectious disease specialist at Rady Children’s Hospital, has done tons of interviews, especially about Covid-19 vaccines, and recalls one interview with a local TV station that was a challenge. “Clearly, the agenda of the person doing the interview was to cast a negative light on immunizations for Covid-19, and they wouldn’t accept my explanations for why I didn’t agree with that approach,” he says. “We ended up agreeing to disagree at the end.”
Meanwhile, Dr. Christopher Longhurst, now the chief medical officer at UC San Diego Health, says he worked with his media relations department to learn how to “frame things” during interviews. Before Covid-19, he had done one interview. Now he averages about five a month. “There were a couple of interviews where I flopped and said things I wish I hadn’t, and our media folks were patient with me,” he says. But, he notes, he never had a bad experience with a reporter editing his soundbites incorrectly, and though he didn’t always get much airtime, he felt the stories were always accurate.
“They were looking for sound bites that would play well, but they also were trying to educate, be accurate,” he says. “Even some of those in the more far-right kind of news were looking for the angles that would help people understand that getting vaccinated could save their life. It’s a tough job, I think, to be fair and balanced for a lot of different audiences. And I just appreciated the role that they played in communicating accurate information as opposed to misinformation.”
Another critic, Longhurst says, kept him humble: his wife.
“We’d flip on the local news, and there I was,” he says. “That got really old for my wife after two or three times, and she’s like, ‘Oh, local Brad Pitt here.’”
As these doctors were getting spun up on how to talk to the press, they also had to navigate where to get their own information about a virus that was so new. Quickly, the CDC began holding regular briefings, as did the California Department of Public Health and San Diego County. The daily press briefings were live streamed, so anyone could watch.
Dr. Ghazala Sharieff, the chief medical officer at Scripps Health, said following instructions and guidance from the different agencies took a whole team–people to listen to briefings, read papers, and then meet with her and other decision-makers to decide what to do.
“Covid-19 was brand new, right? No one knew anything, and there was so much conflicting information. So how do you communicate something when nobody even knows the answer?” she says. “Frankly, that is why our team felt like I should get out in the media. I wanted to be the voice of reason, but also we wanted to be the voice of truth. So, we decided to go with, ‘Here’s what it means clinically, here’s what we are going to do,’ because some of the recommendations that were coming up actually made no clinical sense to anybody, and it was hard to follow some of the guidance.”
Dr. Sawyer says it was a huge challenge simply sifting through the sheer volume of information being dispensed. “There have been thousands and thousands of papers published about Covid-19,” Dr. Sawyer says. It was impossible to read everything, so he had to pick and choose which sources were most useful.
To explain something very simply, you have to understand it very deeply, Dr. Olulade says. “The first step is always to make sure that you are up to date on all the correct information and have the right sources. You also need to stay up to date on what’s coming in terms of research and be able to communicate that on the fly.”
In early Covid-19, the Trump Administration was downplaying Covid-19. (“I think that’s a problem that’s going to go away… They have studied it. They know very much. In fact, we’re very close to a vaccine.”) And there wasn’t enough information to satisfy an increasingly concerned public.
“The federal government was not putting out trustworthy evidence-based guidelines, and we were dealing with a novel coronavirus, so this wasn’t something that anybody had studied for 20 years,” Fielding-Miller says. “The public was watching scientists learn in real-time, and those of us doing science communication were trying to educate ourselves and provide clear information on a topic where the picture was still coming into focus.”
The gaps in information drove some people to the internet to find answers, and the media rose to the demand–some of it fact-based, and some of it wildly not. There were online posts, videos, podcasts, and social media accounts making all kinds of Covid-19 claims—like recommending people take Vitamin D or chloroquine phosphate (a fish tank cleaner) to avoid Covid-19 or claims about why masks do more harm than good. The endless information was overpowering to people like Vicky Sorriso, a 39-year-old pastry chef who lives in San Diego.
“I was obsessed with the county counts, the nation counts,” she recalls. “I do have diagnosed OCD, and one of my things is germs and cleanliness. I wanted to know the numbers everywhere for everyone.” Sorriso follows local news like NBC San Diego on Twitter, plus subscribes to national outlets and constantly watches MSNBC. In early Covid-19, she could not look away, and it affected her mental state.
“It was just like a constant stream of bad information,” she says. “I used to walk my dog every day before work down by the Embarcadero, and they’d have these weekly marches and were so vicious to anybody wearing a mask.” Sorriso also has ADHD and says in the past, she’s fallen victim to social media accounts convincing followers not to take medication. “The best resource for me was getting myself to the doctor,” she says. “That was it. Don’t rely on the internet to diagnose yourself.”
Local doctors had to make their voices loud enough to overpower bad information coming from questionable sources. During this time, there was a considerable increase in telehealth, especially as people were avoiding going into doctors’ offices to risk exposure.
But doctors also saw the importance of putting their voices out on social media as well. While it hasn’t changed his overall clinical practice, Dr. Hardeep Phull, Palomar Health Cancer Institute Director of Oncology, said that he’s “very careful” what he posts, “knowing that a broad audience, including patients, could be reading what I have to say.” To that point, he thinks there are differences between social media platforms: He has recently increased his use of LinkedIn, considered to be a more professional network, where he feels he’s gotten positive responses to his posts. But he completely locked down on Facebook. “I feel I have too much personal stuff there, [like] posts from friends, photos, et cetera.”
Dr. Olulade took another approach. She launched an Instagram account where she recorded videos answering common Covid-19 questions. Fielding-Miller made her graphs on Facebook and spoke out about the virus on Twitter.
Dr. Longhurst had a Twitter account for years but rarely used it. In March 2020, he noted another doctor, Dr. Bob Wachter at UC San Francisco, was tweeting about Covid-19. “I intentionally spoke to our media team about it, and I said, ‘Look, here’s Dr. Wachter sharing a lot of information with the public, and we could do something similar. Can I get your permission to do that?’” Longhurst recalls.
Permission was granted, and soon Longhurst was blowing up. He now has nearly 10,000 followers and regularly makes news with his tweets. “I would sit there in the evenings after the kids went to bed, and I’d think about the data I wanted to share and the message I wanted to send, and I’d hit send,” he says. “Then, the next day, it’s, ‘We saw your tweet, and we’d like to interview you,’ or there’d be even a KPBS article with my tweet embedded in the article.”
Longhurst says his biggest social media moment of fame was getting Mark Hamill to tell his 5.2 million followers to download the CA Notify contact tracing app. “Luke Skywalker used the force to boost public health, definitely a social media highlight for me,” Longhurst says.
Being a warrior against Covid-19 misinformation also sometimes involves personal attacks and even safety concerns. Fielding-Miller says after watching heated San Diego County Board of Supervisors meetings where public commenters hurled insults and threats at officials, she signed up for a service that scrubbed her personal information from the Internet.
“Because, who knows, right?” she says. “I did one interview with an outlet that skews a little bit to an audience that’s a little bit less enthused about Covid-19 regulations, and I did get at least one weird voicemail on my office phone—to the point that my mentors suggested, ‘Maybe we should just get security.’”
Dr. Sharieff says there were times when her hospital altered security because “we’ve got some people that are pretty angry out there— and so they walked me to my car sometimes.” She also received threats and vitriol when vaccines first became available from people who didn’t want to wait in line–especially on one online forum in particular.
“The NextDoor people, they were awful,” she says. “I don’t know why they just start slamming you. Let me explain why we didn’t have things for you. Believe me, as fast as I get it, I get it out to you.”
Along with safety concerns, Dr. Sharieff worried about looking like a hypocrite–not wanting to be in a Governor Gavin Newson eating indoors at the French Laundry situation. “I think I went to my first outside restaurant just last week with a friend because I have not done that,” she says. “So I have to learn myself. How do I reemerge back into society? I’m not going to go to the restaurant and tell everybody else not to do it. And so it’s taking a personal toll.”
The fact that anyone was looking to Dr. Sharieff or any of these doctors to answer their questions about when to eat at a restaurant, or any other Covid-19-related question, is somewhat strange in actuality, though it’s become part of everyday life. The most privileged members of society have doctors they’d normally turn to for health advice and pay for anytime access. But during Covid-19—when everyone had questions at the same time, and everything was so new—the country’s health system didn’t have the capacity for individualized attention, and not everyone has good access to quality care.
“People don’t have health coverage that good,” Fielding-Miller says. “There’s not a number that you can just call and get advice.” Most doctors’ offices didn’t usually provide Covid-19 vaccines or testing, and doctors didn’t have information beyond the little that was coming from government agencies. They’re also not trained in public health, biology, and immunology, “and all of the different things they would need to be an expert in to be able to give up-to-the-minute advice,” she adds. So media, and social media, became the doctor’s office that gathered all the various specialists under one virtual roof.
Research consistently shows people are more likely to listen to their primary care doctors, with whom they feel more comfortable, about things like masking and vaccines, Dr. Olulade explains—and that’s a bad thing when it comes to a crisis like Covid-19. “[Having a primary care doctor] is not available to a lot of people, and we really saw the impact of that during the pandemic,” she says.
Influencer Doctors-Spine
Stacy Keck
Dr. Sharieff says she was aware of the weight of her messages and would choose the timing of her media appearances judiciously as a result. When case counts were lower, she’d be more likely to turn down an interview because she didn’t want to wear out her message.
“I don’t want to be that lady that tells everybody they can’t have fun because there was a trust that was developed. I don’t want it to pivot to the point where people don’t listen to me anymore,” she says. “So [my media team] and I kind of go back and forth sometimes, and I’m like, ‘I don’t think the time is right. We’ll do it when the surge comes.’”
Doctors communicating about Covid-19 through the news created an unusually symbiotic relationship between journalists and doctors who wanted to get information out there, and journalists wanted that information plainly, with very little spin. All the local doctors interviewed for this story say they had largely positive experiences with reporters– the facts were usually right, and the message was rarely skewed. And the experience of communicating life-or-death health information to as many people as possible left them with a new appreciation for the media.
“I have felt a real sense of responsibility to try and get information out that can help keep people healthy,” Fielding-Miller says. “And if I can do an interview right before New Year’s reminding people to be a little bit extra careful and provide information that can prevent an infection or can prevent somebody from getting very ill, that has been really amazing and just something that I don’t take for granted.”
Dr. Longhurst says he appreciates the role of journalism far more now, from KPBS to print media like The New York Times and The LA Times and “even [San Diego Union Tribune health reporter Paul] Sisson.”
Dr. Sharieff says she has gotten to know several local TV newscasters. “We know who the friendlies are, and they do such a good job of getting the word out there,” she says.
On a larger scale, she says Covid-19 made Scripps Health see the importance of engaging not just with their patients but the community as a whole. “Really, we have to have an impact on our community which does, of course, benefit our patients in the long run,” she says.
Now, as Covid-19 seems to drop on the list of pressing concerns for many people, the question will be whether they still pay as much attention to health news and these celebrity doctors. Signs point to yes. Some news organizations have expanded their health coverage, and these doctors are now out there in the media and on social media and aren’t likely to lose their followings. For example, Dr. Sharieff says there is much more attention to monkeypox and demand for vaccines than there might have been pre-Covid-19.
Meanwhile, Dr. Olulade says she’s finding patients are asking more questions about the risks versus benefits of medications and interventions, “and that is a very good thing.”
“When patients can understand things, it makes it easier for them to make healthcare decisions. They often feel more empowered,” she says. “Overall, patients seem to be doing more of their own research into health topics, and it’s obviously an opportunity for us in the medical community to corner that space with the right information.”
Dr. Longhurst says the question of whether people will be more likely to listen to medical advice about things other than Covid-19 is a double-edged sword. “People who were looking for a trusted source followed doctors and other experts on social media, but social media also clearly exacerbated misinformation,” he says.
One change he is confident will last and have a positive impact: the rise of telehealth.
“Three years ago, telehealth visits accounted for less than 0.1 percent of our visits, and now account for an average of 15 percent to 17 percent,” hesays.
At Sharp, the experience with media during Covid-19 has led to a systematic change. Dr. Olulade has been promoted to Chief Impact Officer, with a focus on how to better communicate and engage with the larger community, not just individual patients, and that will include engaging with the media.
“Public health messaging has to improve, and that is going to have to be done in partnership with the media, and I think it should be a partnership,” she says. “Of course, Covid-19 has created the rise of the celebrity healthcare professional in a way. There are lots of talking heads on cable news, TikTok, Instagram, and those types of things, but it’s just so time-consuming. And so that’s why the health care systems and organizations have to buy into it and support providers in doing that.”
Claire Trageser has been writing for San Diego Magazine for 10 years. She also is a reporter at KPBS and writes for The New York Times, National Geographic, Marie Claire, Elle and Runner's World.
We take a look at how the use of AI, hospital openings, and new advancements are shaping shape one of the largest healthcare companies in the United States
In Kaiser Permanente‘s hospital exam rooms, artificial intelligence is listening—and that’s a good thing. “It brings the joy back into… getting to know a patient,” says Assistant Area Medical Director Dr. William Tseng. “It restores the connection between doctor and patient, allowing us to actually see each other during the exam.” AI is now a routine part of patient care at Kaiser’s Southern California facilities, where it’s replacing “COWS,” computers on wheels, that can act as a physical barrier between physicians and their patients. Ambient AI functions as a scribe, listening to the exam room conversation (with patient permission), taking notes, and later transcribing everything to the medical record.
In collaboration with generative AI platform Abridge, Kaiser’s San Diego facilities have rolled out the region’s biggest deployment of “assisted clinical documentation” technology, and Tseng is excited about its potential for the entire healthcare industry.

His AI assistant, he says, “[doesn’t] miss things. It improves quality and efficiency.” AI has applications for diagnosis, as well. For example, “in radiology, we can use it to pick up diseases earlier by analyzing images of potential strokes and [helping doctors prioritize which scans they review,] based on severity,” Tseng explains.
Kaiser Permanente also rolled out two new hospitals in San Diego County in recent years. The latest, San Marcos Medical Center, opened in August of 2023. It has a labor and delivery ward, a neonatal ICU, a 24-hour emergency department, and 206 single-patient rooms.
Like many health systems in the area and the nation, Kaiser Permanente is no stranger to struggles with staffing. In late 2023, San Diego Kaiser workers went on strike as part of walkouts across four states to protest exhausting working conditions related to labor shortages and pay that didn’t cover the current cost of living. The walkouts resulted in a new contract that led to what President Biden called “historic” increases in healthcare worker wages.

Two of Kaiser’s San Diego medical centers nabbed a top-60 spot on US News and World Report’s 2023 list of the best hospitals. The publication named Zion Medical Center in Mission Valley and San Diego Medical Center in Kearny Mesa (both Kaiser facilities) among the best hospitals for maternity care this year. Contrasting a recent trend in maternity ward closures across California, the new San Marcos maternity ward opened shortly after two local facilities shuttered L&D services.
Additionally, the organization’s cancer survival rates consistently beat the National Cancer Institute’s SEER (Surveillance, Epidemiology, and End Results) averages. A study published in 2024 showed Kaiser patients with colorectal, breast, and lung cancers have better survival rates after five years than other patients tracked in SEER data.
Tseng attributes this to Kaiser Permanente’s integrated model, where members have access to preventive care, smoking cessation programs, and cancer screenings—along with a national referral system providing regional Kaiser doctors with a comprehensive database related to cancer treatment, to ensure they’re delivering the most up-to-date and effective therapies.
Leorah Gavidor won her first essay contest at age 5. She writes features, news, and non-fiction in San Diego.
Established in 1924, the health system remains a medical leader while tackling healthcare's emerging challenges
It’s a big year for Scripps. The healthcare institution is celebrating its 100th birthday, and in its century in SD, it’s racked up its fair share of accolades: US News and World Report has named Scripps in the top 50 hospitals for cardiology and orthopedics for 19 and 11 years running, respectively.
And it’s not letting age slow it down.
At Scripps Clinic’s Shiley Center for Orthopaedic Research and Education (SCORE), scientists are currently in the discovery phase of developing tissue from human stem cells to use in rotator cuff treatment. The eventual goal is to create a biologically engineered tendon to replace or repair the patient’s torn rotator cuff.
“This is a common injury, and as our population ages, there’s a pressing need to find new solutions,” says lead researcher Darryl D’Lima, MD, PhD, and director of orthopedic research for SCORE at Scripps Clinic.

This year also marked 40 years of the Mohs Micrographic Surgery and Dermatologic Oncology Fellowship, led for all four decades by Dr. Hubert Greenway. Dr. Greenway teaches doctors a technique pioneered by his mentor, Dr. Frederic Mohs, who developed a method of removing skin cancer layer by layer, checking for cancer cells along the way and preserving healthy tissue in the process. Dr. Greenway has performed 45,000 Mohs surgeries and trained 68 physicians to disseminate the technique as skin cancer cases increase each year.
Aside from treating formidable health issues, Scripps Health faces a growing, industry-wide challenge: violence against healthcare workers. Workplace violence at all five Scripps hospital campuses jumped by 31 percent in 2023, reaching 2,335 total incidents. Healthcare staff experience demeaning comments, verbal abuse, and assaults on a regular basis.
Scripps Health President & CEO Chris Van Gorder is part of a countywide task force addressing the problem, and the organization recently hired a retired FBI special agent to enhance staff security and safety training.

Next up for Scripps Health? A new, 227,000-square-foot, three-story building that will expand acute care services and increase the number of hospital beds. Lusardi Tower at Scripps Encinitas is scheduled to open in 2025, housing private inpatient rooms, operating facilities, intensive and progressive care units, and a pulmonary institute.
Leorah Gavidor won her first essay contest at age 5. She writes features, news, and non-fiction in San Diego.
Artists and advocates are building a more sustainable creative future through public funding, political organization, and cross-border collaboration
This is part of a three-part series. This is Act III. See Act I and Act II here.
We’ve been here before.
In 2012, city funding for the arts and culture in San Diego had eroded. As a corrective, the city council unanimously approved “Penny for the Arts”—a promise to dedicate roughly one penny of every dollar spent on hotel rooms (the Transient Occupancy Tax, or TOT).
The logic was fair and sound: Cultural institutions and events help attract visitors. Those visitors pay hotel taxes. So, the people agreed, some of that hotel-tax revenue should go back into maintaining the cultural ecosystem that helps bring those visitors and that money.
Projected as a five-year plan, the measure was supposed to increase funding to $17.9 million by 2017.
It never did. The penny was never guaranteed, so each year the city used part of it for other priorities. By 2023, the money going to arts and culture was up to about a half a penny. Even as TOT revenue has gone up significantly.
In 2019, TOT revenue was $245 million.
In 2025: $325 million.
One fix would be to guarantee the penny. Not simple, given San Diego’s financial woes. But the alternative—eroding the culture that makes San Diego San Diego, give it its identity—also doesn’t feel wise. Plus, even a locked percentage still rises and falls with tourism, which is why culture advocates want a guaranteed floor on top of it.
Another solution would be to give the arts commission actual authority.
“It’s an advisory body,” says arts commissioner Kamaal Martin. “You’d be hard-pressed to find anybody who takes our advice.”

He described the commissioners debating real, consequential questions this year, like whether and how to divide the cuts between funding pools. But those conversations “don’t connect to whoever’s actually deciding,” Martin says. “We haven’t been entrusted with decision-making about relevant things nearly enough.”
Christine Martinez is building political infrastructure through her organization Arts+Culture:San Diego—which is starting a 501(c)(4) lobbying structure not unlike police and fire unions. Martinez is also keeping her community actively engaged. “We won’t be caught off guard next year like we were this year,” she tells me.
Then there’s the evergreen issue of affordability and accessibility. Kiplinger’s most recent report ranks San Diego as the 11th most expensive city in the US, based on cost of living. The average home value is $980,700 (the US median is $540,000), but San Diego’s median household income is only one-third greater than the national level. Rent is also 66 percent higher than the national average ($2,716 vs. $1,636).
This is why San Diego has long suffered from the creative brain drain—creatives leaving for more affordable cities. “Artists are free to live wherever they want, and they will go where the rent is affordable,” says Jennifer de Poyen of Space 4 Art. “When they leave, they take their gifts with them, and their contributions, and their economic impact.”
One saving grace is the presence of Tijuana, where the cost of living is about 60 percent lower than San Diego, per Numbeo. Tijuana has long functioned as an affordable neighborhood for many in San Diego’s creative culture. It’s part of the reason why the binational identity is such a constant in our galleries, music, theater, murals, and culture. While that cross-border blood flow is one of San Diego’s most compelling attributes, few artists living that life would call it convenient or easy. A city is at a disadvantage when its culture creators have to cross a border to go home at night, and cross again the next morning to work.
In May, San Diego County Board of Supervisors approved a $2.75 million arts initiative of its own. It includes an Artist Space Grant Program aimed directly at the affordability crisis, as well as an artist-in-residence program, a dedicated Binational Creative Economy Investment, and a one-time investment in the Black Arts and Culture District in Encanto.
Bob Lehman of San Diego Art Matters has been doing county-level, binational organizing for years; in 2023, he helped get the county’s arts commission reestablished after 30 years of defunctness. That’s important because it gives arts and culture an official seat in county government, advising the County Board of Supervisors on arts and culture policy. He also brought in consultant Laura Zucker, who ran LA County’s arts program for three decades, to build a real regional plan.
“I really believe we’ll have something set up here that other communities come and look at,” he told me. “A national template other cities come to learn from.”
When asked who decides which artists will get the new grant money, county arts commissioner and executive director of the Chicano Park Museum and Cultural Center Monica Delgadillo Hernandez doesn’t hedge.
“That’s part of the infrastructure we’re going to be building,” she says. “What should a panel of reviewers look like? Should it be the commissioners? Should it be other folks? A supervisor?” She was just as candid that the commission itself doesn’t reflect San Diego’s population—Chicano communities are roughly a third of the city, she tells me, “and that’s not represented at the table yet.”

The great news is that none of these solutions have to be invented from scratch. Numerous cities serve as examples of what’s possible—if we have the will.
Jonathon Glus—Prebys Foundation Senior Fellow for Art & Design, the Executive Director of the Art + Design District, and board president for California for the Arts—worked in Houston before coming to San Diego. The Texas city dedicates 74.5 percent of its hotel tax to arts grants by formula, and that support is guaranteed. Washington, DC locked in dedicated arts funding in 2019. Salt Lake City, my hometown, has run a voter-approved arts tax for almost 30 years, most recently reauthorized through 2034. And just this summer, New York City pushed cultural funding to a record $323.8 million, even incorporating an emergency fund.
Denver’s model is interesting because instead of a city-dependent funding model, theirs is a 0.1 percent regional sales tax. In place since 1988 and renewed by voters three times, their Scientific & Cultural Facilities District has distributed between $54 million and $85 million to arts, culture, and scientific orgs—each of the last 12 years.
This is part of a three-part series. This is Act III. See Act I and Act II here.
None of these cities got there by accident. They decided, on purpose, that arts and culture were worth protecting from politics—and, in some cases, worth building an entire identity around.
“That’s how Miami has flipped the switch,” says Glus. “People go to Miami for culture as much as they do the beach.”
San Diego has spent decades selling itself backward: Beach and weather first, culture as an afterthought you might stumble into. Glus would love to see the strategy flipped: Visitors should come for the art, “and then, by the way, you’re on the beach.”

“I do think it was a wake-up call for the community,” de Poyen says of the budget fight. “People understand that our funding is vulnerable. It was a lesson in how much power people have when they coalesce. But wow, is it painful.”
Glus says he’s genuinely optimistic. “The players have all changed seats, but the work is moving forward.”
“I believe optimism is a moral duty,” says Martin, who’s both power-fist and polite.
In eight months, there will be another budget fight. Everyone I talked to expects it will be worse. But something happened this spring that can’t be undone.
“I hope this rupture has brought us together in a moment of self-realization,” says Leticia Gomez Franco of the Balboa Art Conservation Center. “I hope we stop being so transactional; we begin to see ourselves and each other as partners in this work.”
That’s the whole ask, really. And it’s on all of us.
This is part of a three-part series. This is Act III. See Act I and Act II here.
Aaryn Belfer is a writer and editor specializing in nonfiction across art, architecture, and culture. Once upon a time, she wrote a provocative column for San Diego CityBeat (RIP). She was a runner up in the 2025 Matchbook Stories contest at the San Diego Central Library and is irrationally happy about it. Currently in her Soft Girl Era, Aaryn has expensive taste in (mostly flat) shoes and will choose a great art exhibit or live jazz concert over almost anything else. Except, possibly, Javier Bardem.
Earlier this year, Fit quietly dropped "athletic" from its brand, from Fit Athletic Clubs to simply Fit, and started calling itself something new: a social wellness club.
There’s a version of San Diego that lives in two extremes. On one side, the 5 a.m. crowd: biohackers, marathoners, people who’ve already logged a cold plunge before your alarm goes off. On the other, the after-dark crowd, the ones chasing sunset happy hours and late dinners with friends. Everyone seems to be either optimizing or unwinding, and most of us feel like we’re failing at both.
Fit, San Diego’s reigning Best Gym for the third year running, has built its entire identity around erasing that divide.
Walk into one of Fit’s three San Diego locations on a Tuesday afternoon and the lines blur fast. Someone’s mid-set on the squat rack. Someone else has a laptop open at a café table a few feet away, half-working, half-people-watching. A group is trading plans for the weekend’s event by the recovery lounge. Nobody’s in a rush to leave.
“We’re not competing for the same people,” says Emily Waybright, Public Relations Manager at Fit, addressing the arrival of a national luxury gym chain in San Diego this year. “We don’t really feel like we’re in the gym category. It’s this unique thing.”
That unique thing has a name now. Earlier this year, Fit quietly dropped “athletic” from its brand, from Fit Athletic Clubs to simply Fit, and started calling itself something new: a social wellness club.
It’s a small wording change with a bigger idea behind it. Fit was never built around escaping the workday. It was built around the people who genuinely like what they do, and who want workouts, work, and friendships to happen in the same place instead of three separate ones. Because sometimes red light therapy with a stranger turns into weekend plans.
Fit’s philosophy traces back to its founder, who started the brand nearly two decades ago after failing to find a gym he actually wanted to belong to. He looked instead to the old-school country club, where people came for a shared interest and stayed for the community. His version was made for a younger generation, minus the golf, plus the loud music.
Which makes it a little ironic that the very award putting Fit back in the spotlight this year is Best Gym.
What does the best traditional gym look like when the definition of a gym is becoming less traditional? It’s a fair question, and Fit’s answer is that the fitness industry itself is shifting. The 45-minutes-in, 45-minutes-out model is giving way to something closer to a genuine third space, the kind of role the office and the bar used to play before remote work and changing nightlife habits rearranged how people spend their time
For Fit, community isn’t a marketing add-on to fitness. It’s the through-line. Members aren’t just paying for a treadmill; they’re paying for an entire day of social wellness that’s built on performance, recovery, connection, and a plan for the next event on the calendar. That’s a much harder membership to walk away from.
Ambition and ease aren’t opposites here, they exist side by side, where passion and play share the same morning. On September 12, Fit is hosting Sol, a full day wellness festival at Fit Social. The morning focuses on wellness classes and vendors and then the evening is a full party with multiple DJ sets and an open bar. Think of it as a kick-off to locals’ summer in San Diego.
Ready to see what a social wellness club actually looks like? Visit fitclubs.com, or follow along at @thefitclubs on Instagram.
The history, communities, and creative movements behind a cultural scene that extends far beyond the city’s postcard image
This is part of a three-part series. This is Act II. See Act I and Act III here.
Without concrete, wildflowers are just weeds. Any honest history of San Diego art and culture is tension and its reckonings. It begins before the name existed, with the Kumeyaay. It must pass through the Panama-California Exposition, one hell of a county fair that conjured Balboa Park as our grand cultural stage. It pays tribute to the lights of La Jolla, where the donor pool helped realize unrealizable things. It should mention names like Marston, Scripps, Ochoa, DeWitt, Lopez, Klauber, Baldessari, Torres… so many.
In short spaces like this, long histories like that become roll calls. So this is more of a walk through pressure points, notes on recurring forces and regional oddities.
Border life is key to understanding the here of here. Art without dialogue is just decoration. At its best, that dialogue should be a tad muddy, emotionally gassed. In other words, it should be in need of art—to widen perspective, parse meaning, see the unseen.
San Diego’s central dialogue—the magic and the stressor—is being flatmates with Mexico’s second-largest city by population. That makes San Diego a swing-gate of shared and vastly different perspectives, both its own place and something larger. And in no other major city in the US do the fresh flow of ideas from two countries—different governments, laws, mores, expressions, arts, cultures, traditions, economies, loves, and resentments—mingle at such a constant daily rate (due respect to El Paso).
That binational steam created Chicano Park, one of the most uniquely San Diegan contributions to national and international culture. When construction of the I-5 and Coronado Bridge divided Logan Heights, neighbors protested by transmuting prejudicial concrete into redwoods of Chicano art. Turning a civic wound into a beautiful and enduring landmark that expressed and preserved a core identity—like East Side Gallery in Berlin or Constitution Hill in Johannesburg—is damn near the core of what art is supposed to do.
Like any city, the underground-overground friction is crucial in San Diego. Our culture is headlined by institutions that lift creative work onto national and international stages: MCASD, The Nat, SDMA, Centro Cultural de la Raza, the Symphony, WorldBeat Center, The Old Globe, La Jolla Playhouse, Mingei, Museum of Us, Stuart Collection, Timken, ICA, Comic-Con, etc. The next mutations grow in the seams: street murals, music dives, tattoo shops, wheatpasted walls, graffiti, lowriders, surf and skate art (though in San Diego, this is mainstream), pop-up shows, backyard shows, beach raves, any place with room for people and a loose relationship with regulations.

Both art and culture get their power from power. They’re fundamentally a conversation with and retort against dominant structures. San Diego’s most pervasive structure is arguably the most rigid form: the military. Its presence is heavy in the southern tip (Border Patrol), the middle (Navy and MCAS Miramar), and northern edge (Camp Pendleton). The military is San Diego’s largest employer, by a long shot.
Within this plus-sized environment of order and hierarchy, it’s understandable that Shepard Fairey’s “OBEY” posters in the late ’90s struck such a potent chord. The most compelling punk rock is often outside a strong governor’s window. (The “OBEY” series featured an ominous, propaganda-style André the Giant wheatpasted on random ugly surfaces across San Diego—launching Fairey’s style that he eventually used for Obama’s “HOPE” poster.)
Armed forces are often viewed as the absence of creative culture—understandably so, since rogue individual expression feels like a pretty sure way to sink a war effort.
But in San Diego, the Navy’s unsuspecting role as art creator—directly or indirectly—is hard to ignore. Tattoos are a dawn-of-time practice of many early cultures, including the Kumeyaay. But Polynesia was a core realm. Sailors were exposed to it on deployment in the Pacific Rim, inking their arms with the names of loved ones and unit insignia. Back in San Diego, they’d flaunt those tats in the beaches and bars of Mission Beach or PB (Marines did the same in Oceanside.) Enlistees were the muscular flesh galleries that helped turn skin art into one of the city’s most widespread modern art forms.
During WWII, the military also trained huge legions of San Diego laborers how to build war machines. Those mechanics, engineers, machinists, welders, painters, and metal fabricators used those skills for creative good in their neighborhoods—especially in custom car culture, which took off in the post-war ’50s and ’60s. Mexican-American vets helped develop the lowrider scene, a deeply rooted part of San Diego creative expression. Galleries on slow-moving wheels.
Tourism is the other mainstream force ripe for creating against. It is both critical to San Diego’s economy, and one of the greatest barriers to deeper, more nuanced expressions of what and who San Diego is. The industry of selling our city to passers-through creates a gigantic tarp of cultural tropes. It reinforces the most obvious charms—cute zoo animal takes in an epic sunset with a giant margarita—and doesn’t yield much airspace to the thrilling micro-cultures that live and breathe where locals live and breathe. Nothing against watercolors of dolphins, but much against the hegemony of watercolors of dolphins.
Maybe because of these dominant forces, San Diegans especially tend to force underground and institutional art into a needless cage match. It’s human instinct to champion the underdog as more worthy, but that has always felt like a form of articide.

It’s like saying the only good food is made by gritty upstarts who crafted their own whisks from discarded shopping carts. Most of those plucky whisk-makers would love to eventually be paid properly, would love a stage, a grant, a building, a donor, a lighting rig, health insurance, maybe even one chair that doesn’t threaten the spine.
That’s what the major institutions do. Both stages—the duct-taped and the donored—serve vital roles and deserve commensurate support if we care about the entire lifespan of creative expression and not just its first exciting steps. Championing the starving artist exclusively just secures an enduring poverty for the creative class at large.
I’ve often theorized it’s harder to create great art and culture in cities like San Diego, where the climate is supernaturally pleasant. In colder/hotter/rainier/less beautiful cities, people are forced indoors to fabricate their own beauty (the grunge music of Seattle, the obscene creative output of Reykjavík). San Diego’s eternally mild sunshine tends to make the human body our art medium of choice. But scratch the surface of that surf poster (and I’ve only scratched a miniscule percent here), and this city’s far from the cultural shallows it gets accused of being.
Addendum: A Personal Agenda. In scouting the route of art and culture across San Diego county through history, two areas come up again and again: La Jolla and Barrio Logan. So I propose a collaboration between two icons of artful concrete—Chicano Park and Salk Institute (one of the world’s great examples of brutalism architecture). Let Barrio Logan’s muralists go nuts on that coastal science fortress, unite the realms for a moment in time.
This is part of a three-part series. This is Act II. See Act I and Act III here.
Troy Johnson is the magazine’s award-winning food writer and humorist, and a long-standing expert on Food Network. His work has been featured on NatGeo, Travel Channel, NPR, and in Food Matters, a textbook of the best American food writing.
The city’s cultural sector regained millions after a proposed 85 percent cut, yet nonprofits, youth programs and major institutions still face painful losses
This is part of a three-part series. This is Act I. See Act II and Act III here.
Every spring, Christine Martinez reaches out to the arts community to explain what’s on the line, hoping they’ll engage with the city’s budget process. Cultural funding, she constantly reminds, is almost always strapped to the guillotine. Especially in a city strapped for cash.
“It’s not an easy ask,” says Martinez, manager of Arts+Culture:San Diego. “Showing up is a real cost for small, volunteer-run groups that can’t spare half a day at City Council without possibly having to close their doors.”
Then, last April—with one day’s notice to arts leaders—Mayor Todd Gloria proposed a budget that didn’t trim arts funding; it eviscerated it, from $13.8 million to $2 million. An 85 percent slash. Other city departments faced cuts of about 7 percent.
The scheduled date of the cuts was just three months away (beginning of the fiscal year). Organizational leaders have to plan months if not years ahead to run their organizations. They had made hires, dedicated spending, and programmed their seasons based on a reasonable expectation that support for the arts would be somewhat in line with previous years. (The City has allotted at least $7 million a year to arts every year for the last 20 years, and the last four years have ranged between $13.8 and $18.2 million.)
The day felt even more existential given the national and international climate around the arts: namely, the federal government’s repeated proposal to eliminate the country’s two biggest cultural foundations (NEA and NEH), and the global trend of AI replacing more costly human creatives.
“It shocked everybody,” says Kamaal Martin, arts commissioner and co-founder of Art Power Equity. “If the message had been, ‘Times are tough, everybody tighten their belts a little,’ it would have landed differently. But there was no vision offered for the future, no parity in the cut. It was just, essentially, ‘Fuck you.’”
Among things I’m good at—sleeping late, low bidding for expensive shoes on Poshmark, parallel parking on either side of the street—budget analysis isn’t among them. In trying to understand how bad the finances were for San Diego to propose this drastic cut, I found myself drowning in numbers, pie charts, and politi-speak.
In his April 27 newsletter, Gloria explained that balancing the budget means “asking hard questions about every single dollar this city spends: Is this a core responsibility of city government, or is it something we do when we can afford to?”
Fair enough—if he were to ask those hard questions about every single dollar this city spends. It also makes his conclusion clear: The City of San Diego does not view supporting arts and culture as a core responsibility.
Which begs more than a few questions: Should the City be responsible? If not, then who? How crucial are arts and culture to a city? And since this is a budget discussion, how much revenue does the arts and culture industry generate for San Diego? What’s the ROI?

$1.2 billion.
That’s how much economic activity San Diego’s arts and culture nonprofits generated in 2022, according to the City’s latest Arts & Economic Prosperity 6 report. The industry created nearly 17,000 jobs and generated $878 million of personal income for local residents. About 15 percent of the people showing up to arts events in San Diego are tourists, so money was raised through TOT (Transit Occupancy Tax). The activity generated $275.7 million in tax revenue to the city.
In other words, the ROI seems to be ROI-ing.
Still, there have been signs that cuts were coming. In 2025, the City demoted the Department of Cultural Affairs to a division, folding it into the Economic Development Department (EDD). That meant Cultural Affairs no longer had independence, nor its own leader sitting at the same organizational level as departments like parks and recreation, library, police, and fire. It lost institutional leverage and would now have to compete with other EDD priorities—real estate, airport operations, business development, etc.—for budget allocation.
To be clear, few arts administrators and leaders I spoke with are interested in the either/or false choice of funding law enforcement or after-school programs; the fire departments or libraries. They’re sincere in looking for solutions that don’t leave any single group with a greater burden of righting a long-out-of-balance budget.
Jennifer de Poyen, executive director of Space 4 Art, says Gloria had long been a supporter of the arts, which made his attempted Red Wedding especially upsetting.
Aaryn Belfer is a writer and editor specializing in nonfiction across art, architecture, and culture. Once upon a time, she wrote a provocative column for San Diego CityBeat (RIP). She was a runner up in the 2025 Matchbook Stories contest at the San Diego Central Library and is irrationally happy about it. Currently in her Soft Girl Era, Aaryn has expensive taste in (mostly flat) shoes and will choose a great art exhibit or live jazz concert over almost anything else. Except, possibly, Javier Bardem.
Laika Nur, MD, takes her love of volleyball from the court to the clinic as team physician for the San Diego Mojo
Growing up, Laika Nur, MD, Scripps Clinic sports medicine specialist, loved watching beach volleyball when the Association of Volleyball Professionals tour came to her hometown of Chicago. A talented volleyball player herself, she remembers sitting in the stands all day, and once, even got a couple autographs. Years later, Dr. Nur was attending a professional event focused on women’s sports, and the discussion turned to a new professional women’s volleyball league. The general manager and coaching staff for San Diego’s team, the Mojo, happened to be in attendance, and Dr. Nur took the opportunity to ask them if they needed a team doctor. Flash forward to the Mojo’s inaugural 2024 season, when Dr. Nur officially became the team physician. Click here to read more about Dr. Nur and how she incorporates lessons she learned on the court into her practice.
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