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See the musical adaptation of Beetlejuice, stroll The Flower Fields and stop by the San Diego Museum of Art’s Centennial Birthday Fest
San Diegans can take advantage of this weekend’s mid-70s forecast by spending time outdoors, attending new plays and exploring cultural events. Admire the beauty of mother nature during the five-day San Diego Bird Festival and the seasonal opening of The Flower Fields at Carlsbad Ranch. Watch new productions of contemporary and classic theatrical stories, including Beetlejuice at Civic Theatre and Who’s Afraid of Virginia Woolf? at Scripps Ranch Theatre. Plus, celebrate international food, cinema, and culture with Artifact at Mingei’s United by Grains dinner, the Oceanside International Film Festival and San Diego Chinese New Year Fair.
Food & Drink | Concerts & Festivals | Theater & Art Exhibits | More Fun Things to Do
Why settle for one cuisine when you can dine on a world of earthly treasures? For its next themed dinner, Artifact at Mingei has drawn inspiration from the museum’s new Farm to Craft exhibition to cultivate a menu with vast international influence. Artifact at Night: United by Grains will consist of a five-course dinner, with optional beverage pairings, featuring global essentials like North African freekeh, Eastern European oat kvass and Mexican red corn tamales. Reservations are $80 for Mingei members and $89 for non-members; seatings can be reserved online for this Friday between 5-8:30 p.m., with seven dining slots still available.
1439 El Prado, Balboa Park
Spend your afternoon dancing to salsa tunes and trying top-shelf spirits during the biannual Calienté Latin Music and Spirits Fest, returning to The Sinclair on G Street this Saturday from 2-5:30 p.m. Hear banda, bachata, merengue and more, with performances by local Latin artists, while sampling a lineup of bites, mixed beverages and premium brands of tequila, mezcal, vodka and beer during this 21+ event. General admission is $39 and includes spirits sampling.
643 G Street, Gaslamp
Watch dozens of short films and a handful of independent features at the Star Theatre during the 15th annual Oceanside International Film Festival. The festivities begin Wednesday with a red carpet reception and screening of the documentary Desert Angel and conclude Saturday with an interview and Q&A featuring director Catherine Hardwicke, followed by the award show finale. Ticket options include single-day film screenings passes for Thursday-Saturday ($18 each), opening night ($25) and closing night ($30) admission, and the all-festival block pass ($86).
402 North Coast Highway, Oceanside
It’s a bird … it’s a plane … oh wait, it is a bird! This Wednesday-Sunday, spread your wings and soar during the San Diego Bird Festival. Taking place primarily at Marina Village Conference Center, attendees can join field trips, take expert-led workshops, shop the Red Bird Bookstore, and bid on silent auction items to support the San Diego Bird Alliance. Register online to build your festival schedule, with 145+ activities—many of which are free or low-priced—to choose from. Plus, Saturday (10 a.m. to 6 p.m.) and Sunday (10 a.m. to 3 p.m.) will be free community days, with a host of family-friendly programs and activities open to the public.
1936 Quivira Way, Mission Valley
Conductor Rafael Payare and the San Diego Symphony Orchestra will dissect the brilliance of German composer Johannes Brahms through its Brahms Festival, beginning Friday at Jacobs Music Center. Over five concerts, audiences will hear several spellbinding pieces from this Romantic Era innovator, including A German Requiem (Friday at 7:30 p.m. & Sunday at 2 p.m.), plus Symphonies No. 1 & 2 (Saturday at 7:30 p.m.), No. 3 (March 7) and No. 4 (March 6). Each performance will be introduced through pre-concert talks led by the Symphony’s Creative Consultant Gerard McBurney. Tickets range from $42 to $125 for each concert.
1245 Seventh Avenue, Downtown
Dog parents, enthusiasts and prospective owners can spend their Saturday afternoon roaming Santee’s free annual Fido Fest at Town Center Community Park East. From 11 a.m. to 3 p.m., there will be dog agility courses, pet costume contests, a wellness zone, a donation drive and a vendor village with an array of pet-friendly items, services, and most importantly, treats. Attendees can also observe demonstrations, enjoy arts and crafts, snap a photo with the Oscar Mayer Weinermobile and peruse an adoption alley with over 20 local shelters.
550 Park Center Drive, Santee
The progressive R&B of Jordan Ward is both pleasing on the ears and good for the soul. Ward’s specialty is grooves, songs teeming with woozy introspection and falsetto flourishes that have made him one of the genre’s emerging stars. His newest project Backward, released Jan. 30, extends the successful path laid by Forward, his 2023 debut album. When Ward’s The Apartment Tour heads to House of Blues San Diego this Saturday at 7 p.m., he’ll be joined by Asha Imuno, an exciting SoCal-based alternative R&B artist. Tickets start at $33 for this concert.
1055 Fifth Avenue, Downtown
Already ditched your New Year’s resolutions? Start fresh during the Year of the Horse, and welcome its arrival at the Chinese Consolidated Benevolent Association’s free 43rd annual San Diego Chinese New Year Fair. This Saturday and Sunday from 10 a.m. to 5 p.m., eat Chinese culinary specialties, open lucky red envelopes and see a plethora of live entertainment from local cultural organizations, including lion and dragon dancers and martial arts demonstrations.
428 Third Avenue, Downtown
Summoning the macabre mania of Tim Burton’s immortal 1988 film, the musical adaptation of Beetlejuice carries on the playful spirit of everyone’s favorite bio-exorcist. As in the movie, Beetlejuice follows a ghostly couple as they team up with teenager Lydia Deetz and a pin-striped demon (whose name I will not utter a third time) to rid their old house of its insufferable new occupants. This resurrected story is paired with a fan-favorite soundtrack boasting original songs and plenty of Harry Belafonte. Tickets start at $35, with eight performances at the Civic Theatre.
1100 Third Avenue, Gaslamp
Backyard Renaissance Theatre Company is adapting Edward Albee’s iconic dramedy Who’s Afraid of Virginia Woolf? for a new stage production at Tenth Avenue Arts Center. In this Broadway essential, a casual cocktail gathering between two university faculty members and their significant others quickly descends into an explosive late night showdown. As the drinks continue to flow, secrets, tension and the blurring of fantasy and reality only add further kindling to the fire. Preview tickets are $20 for Who’s Afraid of Virginia Woolf?, with performances this Thursday-Saturday at 7:30 p.m. and Sunday at 3 p.m., and opening night set for March 7.
930 Tenth Avenue, East Village
Québec City-based circus troupe Cirque Flip Fabrique brings their transcendent Blizzard production to Poway Center for the Performing Arts this Friday at 7:30 p.m. The story of Blizzard embraces the enchanting feeling of snowfall, accentuated through live music and a story about a friend group’s transcendent journey. Additionally, the production uses its wintery setting as a backdrop for daring acrobatics, with the performers juggling, conquering trampolines and traversing aerial danger throughout the show. Tickets range from $32 to $74 for Blizzard.
15498 Espola Road, Poway
Everyone is invited to the San Diego Museum of Art’s 100th birthday party this Saturday, with themed activities, photo ops, gallery activations and more. Throughout the day, the public can enjoy free admission to SDMA and the adjacent Museum of Photographic Arts; SDMA will also have extended hours from 10 a.m. to 7 p.m. Though no spots are left at The Cake Party, all are welcome to enjoy a centennial edition of On the Steps at SDMA, featuring artistic activities, interactive booths and a range of music and dance performances from 4:30-7:30 p.m.
1450 El Prado, Balboa Park
The San Diego African American Museum of Fine Art will spotlight local trailblazers through its free annual Keepers of the Culture event this Saturday from 5-7:30 p.m. at San Diego History Center. This year’s honorees are jazz singer Jeannie Cheatham, longtime dance educators Sandra Foster King and Donald Robinson and the Stance family, owners of Mount Hope’s Bowlegged BBQ. The event will kick off at 5 p.m. with a reception featuring jazz harpist Mariea Antoinette before the program begins at 6 p.m. Due to limited space, attendees are encouraged to RSVP.
1649 El Prado, Balboa Park
Malaina Moore’s thought-provoking play White Privilege outlines the continuing existence and multi-generational impact of system racism in America. Told through a collection of stories, including conversations, therapy sessions and direct addresses to the audience, White Privilege examines the unnerving ways privilege manifests in daily life. Local theater audiences can see a hybrid staged reading of the production via a one-night-only adaption by OnWord Theatre and Scripps Ranch Theatre this Saturday from 7-9 p.m. Tickets are $20 and can be purchased online.
9783 Avenue of Nations, Scripps Ranch

Ahead of their respective Mountain West tournaments, San Diego State’s men’s and women’s basketball squads are well-positioned for a run at the conference crown. This Wednesday at 8 p.m., the SDSU men’s team will take on the Utah State Aggies, who the Aztecs trail by only one game with three total remaining; tickets start at $31. On the women’s side, SDSU has all but wrapped up the #1 seed with a dominant 16-1 conference record (as of Feb. 24), and will celebrate Senior Day against the Wyoming Cowgirls this Saturday at 1 p.m.; tickets start at $7.
5500 Canyon Crest Drive, Rolando
With the 2026 Winter Olympics in the books, Team USA turns its attention to an array of international tournaments, including the 2027 FIBA World Cup. Basketball’s quadrennial global prize was last won by USA in 2014, giving the squad of NBA and G League vets, such as former second overall pick James Wiseman, extra motivation to secure a spot in the next tournament. Local basketball fans can catch two days of international hoops at Frontwave Arena as the Americans play World Cup qualifiers against the Dominican Republic (Thursday at 7 p.m.) and Mexico (Sunday at 4 p.m.). Tickets start at $30 for Thursday and Sunday’s matchups.
3475 Hero Drive, Oceanside
Acres upon acres of kaleidoscopic flowers await in The Flower Fields at Carlsbad Ranch, San Diego’s seasonal floral getaway. Explore gardens full of flora, sculptures and illusions, and check out butterfly encounters, tractor rides, gemstone mining and a range of workshops, concerts and wellness activities. Beginning in late April, visitors can also see a 5-acre field of blossoming sunflowers to go along with the 1,500 square foot poinsettia display and the rows of picturesque ranunculus flowers, which are just weeks away from blooming. General admission is $27 for adults and $17 for children (ages 3-10) and season passes are $65 for adults and $40 for children.
5704 Paseo del Norte, Carlsbad
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.
Your checklist for the best stage performances, museum exhibits, and one-night-only cinematic events hitting San Diego this autumn
Fall Arts Preview presented by SDFC Playmakers
Now through Jan. 10, 2027
Sift through over 200 photographs, sketches, letters, and costumes from “The King of Vogue,” who photographed World War II, modernized royal portraits, and created the aesthetic for 1920s socialites in London.
Now through Feb. 28, 2027
Walk through an 18-foot whale ribcage (and a couple dozen other marine-creature sculptures) made entirely of plastic bottles, flip-flops, lighters, rope, and other plastic detritus found on the beach in the Nat’s 3,000-square-foot second-floor gallery.
Now through May 31, 2027
Part of SDMA’s centennial, “Forging a Legacy,” highlights artists from the past (Picasso, Monet) and modern day (Hugo Crosthwaite) who contributed to the museum’s collection.
Now through 2027
See the stars (without the smog) at their best from the winners of the world’s largest astrophotography competition—all in the Fleet Science Center’s new basement gallery, specifically dimmed to let the cosmos shine.
Sept. 6–Oct. 11
From the 2013 silver screen to this year’s The Old Globe stage, you can “Begin Again” (again) with a world-premiere musical adaptation featuring new songs—courtesy of Train—and a story overflowing with hope.
Sept. 9–Oct. 4
“On the outside, always looking in…” marks the emotional crux of the Tony-, Grammy-, and Emmy-award winning musical coming to the Cygnet Theatre.
Opening Sept. 12
Learn the history of the Kumeyaay Nation from the perspective of the members themselves in an immersive exhibit inspired by graphic novels “Our Past, Present, and Future,” and “Beyond Gaming.”
Sept. 16–Oct. 11
During Oscar Levant’s appearances on “The Jack Paar Show,” he explained his reality with mental illness—the institutionalizations, electroshock therapies, nothing was too taboo for him. “Good Night, Oscar” takes us backstage in the raw moments before his 1958 television appearance.
Sept. 19–Jan. 10, 2027
A disco ball isn’t just a disco ball. It’s a symbol of where queer communities can finally exhale and be their fullest selves. “Visiones Nocturnas” uses paintings, sculptures, textiles, performances, photos, and videos from Latin American artists to explore what’s at stake when nightclub lights shut off.
Sept. 21, Oct. 26, Dec. 7
Guest organists from across the country will come to the Balboa Theatre to accompany a new silent film for each performance. This year closes out with The Headless Horseman (1922), Dr. Jekyll & Mr. Hyde (1920), and a holiday triple feature of Laurel and Hardy films.
Sept. 29–Oct. 4
“What if Abe’s assassination wasn’t such a bad thing for Mary Todd Lincoln?” was the question that inspired Cole Escola’s play “Oh, Mary!” In the production, Mary Todd desperately tries to return to the cabaret stage, but her husband (President Lincoln in the midst of the Civil War) keeps getting in the way.

Oct. 3–4
Conductor Rafael Payare opens the San Diego Symphony’s 2026-2027 season with a three-part concert featuring composers Sofia Gubaidulina, Wolfgang Amadeus Mozart, and Richard Strauss.
Oct. 8
Two dozen of Emily Dickinson’s poems are turned into songs—composed by Pulitzer Prize winner Kevin Puts and performed by Grammy-winning mezzo-soprano Joyce DiDonato—for a one-night-only exploration of love, loss, loneliness, and mortality.
Oct. 8–Nov. 1
Roommate beef has no age limit. The latest play from Pulitzer Prize winner David Lindsay-Abaire turns that experience into a comedy through retirement home roommates Marilyn and Abby and the bet between them to see who will break first and move out.
Oct. 12
Composer Olivier Messiaen has chromesthia, so for him, sound evokes a visual connotation. His work “Des Canyons aux Étoiles” brings desert rock and the night sky to mind. See what he means from La Casa del Zorro in the Anza-Borrego Desert, in this performance immersed within nature.
Oct. 13–18
San Diego International Film Festival salutes the silver screen for a 25th time, now with a sixth day adding extra time for parties, screenings, and movie-star tributes.
Oct. 23–25
Considered one of the masterpieces from opera great Giuseppe Verdi, San Diego Opera’s “Rigoletto” sees what happens when the prurient Duke of Mantua and his sharp-tongued court jester become entangled in a fatal curse.
Oct. 27–Nov. 29
When the Grim Reaper’s job becomes too…grim…and he retires after 300,000 years, his daughter picks up the family business. But when she falls for a human and finds beauty in the souls she’s meant to reap, she questions her purpose.

Nov. 21–May 9, 2027
San Diego is nothing without skate culture. Mingei’s “Skate Craft” portrays skateboarding as “living folk art” via its DIY roots (skateboards built in garages) and shows how that ethos shapes the future.
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.
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.
Meet the artists, makers, and advocates whose work shapes how the city looks, sounds, gathers, and connects
San Diego is full of people who deserve a few thousand words on what they make, who they bring together, and how their work changes the city around them. The artists, makers, advocates, and behind-the-scenes talent below are a small part of that larger ecosystem.
To help us narrow our list, we looked for names that kept coming up, work that reflects the diversity of our region, and people building something bigger than themselves.
Jackie is a long-time freelance journalist covering cannabis, food/restaurants, travel, labor, wine, spirits, arts & culture, design, and other topics. Her work has been selected twice for Best American Travel Writing, and she has won a variety of national and local awards for her writing and reporting.
Isabella Dallas is a freelance writer for San Diego Magazine and the Arts and Culture Editor at The Daily Aztec in her final year at San Diego State University. She previously worked as an editorial intern for SDM, but when she’s not writing, you can find her trying the best coffee spots in SD, devouring the latest rom-coms, and indulging in anything and everything pop culture.
Matt Eisenberg is an award-winning writer and photographer based in San Diego. A former ESPN editor, his work has also been published by CNN, Bleacher Report and the New York Daily News.
Aaryn Belfer is a writer and editor specializing in nonfiction across art, architecture, and culture. Once upon a time, she wrote a provocative column for San Diego CityBeat (RIP). She was a runner up in the 2025 Matchbook Stories contest at the San Diego Central Library and is irrationally happy about it. Currently in her Soft Girl Era, Aaryn has expensive taste in (mostly flat) shoes and will choose a great art exhibit or live jazz concert over almost anything else. Except, possibly, Javier Bardem.
Leorah Gavidor won her first essay contest at age 5. She writes features, news, and non-fiction in San Diego.
Lili Kim is a content coordinator and writer for San Diego Magazine, with experience highlighting local businesses and communities. When not writing or shooting film, she is likely brewing her seventh cup of tea of the day or strolling along Sunset Cliffs.
Emma Veidt is an editor at San Diego Magazine. She earned her bachelor's and master's degrees from the Missouri School of Journalism. She loves running, hiking, and rock climbing, but really, she mostly loves encounters with the street cats around North Park.
Gail Czyszczon is owner/copywriter at Z3 Writing and best-selling author of a children’s book series. As a strategic communications professional and editorialist, she's passionate about discovering untold stories and themes that ignite fresh conversation and true change in communities.
Joe Dreamz built a local following by asking strangers about their ambitions and turning their answers into songs
People remember the first time they see Joe Dreamz.
Mine was a mile into the 2023 Carlsbad Half Marathon. He was standing on a speaker in the middle of the course, singing: “Hey you with the shoes, are you living Joe Dreamz?” Clearly not. I’m running uphill at 7 in the morning, I thought.
Months later, walking out of The Rady Shell, there he was again—parting the crowd of concertleavers Moses and the Red Sea style, singing the same song: “Hey you with the purse, are you living Joe Dreamz?”
Who’s this man at every public spectacle, singing metaphysical questions in a hand-altered, color-coordinating suit that would make James Brown proud and standing on a Soundboks speaker with a microphone and tip bucket?
A few years ago, San Carlos–born, El Cajon–based Joe Dreamz wasn’t exactly living Joe Dreamz—making $5 footlongs at Subway, dealing with croissant coworkers at Costco’s bakery, and selling life insurance. After he got let go from the life insurance gig and his car broke down in the middle of a 2020 road trip in Seattle, he used his emergency savings to buy a microphone and a speaker; a self-taught musician, he pulled from the only skillset he knew to monetize. He’d set up at Seattle’s Pier 55 and ask people what their dreams were. Then, for $5, create a freestyle rap to commemorate (and hopefully activate) those dreams.
“The goal is that someone listens to a Joe Dreamz song, and they don’t have to wait until metaphorically their car breaks down before they chase their dreams,” he says.

A chance encounter with an airport worker led to a free flight back to San Diego, and Joe Dreamz came home “transformed,” he says. He started busking at the Mission Beach boardwalk, Kate Sessions Park, outside Gaslamp bars; then Padres games, farmers markets, marathons. He also hit the mic outside of Coachella this year (“Joe-chella,” he says).
It’s not a get-viral-quick gimmick; people’s lives are changing. One fan finished writing her book after a dose of Joe Dreamzpiration. Another named his own daughter Joy Dreams.
Now, he’s working on the upstart “Tell Me Your Dream” podcast and DREAM Week in local schools, where each day represents a step toward achievement (D is destination day, R is reason day…). He doesn’t want inspiration to reach you only after hearing a song or watching a video: He believes in this message so much that he literally got DREAM tattooed onto his forehead.
“It’s on my face, so people have no choice [but to see it],” he says. “I’m a local celebrity here, so everywhere I go, people ask me for pictures. In every selfie, the message goes along for the ride too.”
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.
The 29-year-old culinary director at Herb & Sea is making seafood sexy (and approachable) again
Implementing a farm-to-table model hardly deserves acknowledgement these days. It’s not a stretch. It’s not innovative. “It’s the bare f**king minimum,” says Herb & Sea‘s executive chef Aidan Owens.
When I arrive at the Encinitas restaurant, I’m ready to talk sustainability, farm-to-table stuff, with Owens. “Did you see the chin on that?” he says of the extra big jiggly chin on the sheephead that just arrived with the day’s fresh catch. I did. It was Jay Leno adjacent.
I learn quickly that he somehow oozes both charm and stone-cold honesty. Maybe he could construct a new dish with chin goo, like he did when he had a bunch of tuna scraps and voila’d it into a smooth and crowd-pleasing ‘nduja. “I want to know what’s in there,” he says.

The instinct to look closer, to dig into what others might discard, says a lot about the chef’s approach. I guide him back to our topic, but he has something else on his mind. “We’re overcomplicating food—what happened to just cooking good food and having fun with it?”
Owens grew up on a farm in Byron Bay, Australia, where sustainability wasn’t a concept you chat about so much as a way of life. Think dirt roads, backyard chickens, pulling vegetables straight from the ground, and a mother who believed that if you couldn’t pronounce the ingredients on a package, you shouldn’t eat what was inside.
Food wasn’t precious or performative. Making it was what you did because you were hungry and that’s still what inspires Owens today. “I like to cook good food because I like to eat good food,” he says.
His approach to sustainability at Herb & Sea began so naturally that it felt just like instinct. “I was just like, ‘Let’s order food from the people who live and work here,’” he says.

And why wouldn’t he when lives in San Diego? Cities all over the world vie for our goods. Our tuna is sent overseas. Our spiny lobsters hit dinner plates in China and Japan. Not to mention California’s producing a third of the country’s vegetables and three-quarters of its fruits and nuts.
“Why would we outsource when it’s all here?” Owens asks.
Sustainability, in this context, is about cooking what exists in abundance, nearby, right now. “I love the local fish here. It’s f**king delicious and San Diego citrus, I mean, it is so f**ing good,” he says.
Instead of importing ingredients, Owens also looks for nearby alternatives. “You can find really cool things in the local waters,” he says, pointing out that stingray cheeks taste similar to scallops.

Whatever he finds in that sheephead chin might just be the next substitute for marrow. But to make this work, it means getting diners amped up about the slightly unfamiliar.
Tasting menus, where diners are completely in his hands, become an opportunity to gently push boundaries. “I’ll serve mackerel, because people think they hate it,” Owens says, noting that the abundant local fish can have some fishiness. “But when it’s fresh, it’s arguably one of the best fish in the ocean.”
He also tweaks the language on the menu so people might feel more compelled to give dishes a try without preconceived notions. He might use “lengua” instead of “tongue.” “Whelk” instead of “snail.” When he puts “stingray throat” on the menu, he disarmingly calls it “skate.”
To reduce waste, scraps aren’t always discarded but rather turned into something new. Sometimes they’re smoked, cured or fermented. Apples going bad turn into apple ponzu. Lemons turn to marmalade, which stretches their usefulness far beyond peak season. “And it’s super tasty on our pizza,” he says.
What makes the food even richer, is the relationships he’s built with farmers. Though it didn’t always feel natural, Owens sought personal connection first. He recalls approaching a fisherman at the Tuna Harbor Dockside Market. “I was awkward,” he says. “I went up to him and said, ‘I like your fish.’”
Owen’s is now so close to his suppliers—like fishermen Ryan Sebo and Joe Daly—that he gets texted pictures of fresh catches right as they flop on the boat. The messages always ask if he wants first dibs. “I say yes to a lot of fish,” Owens says, noting that Herb & Sea can go through 2,000 pounds of seafood a week.

The next evolution of sustainability, in his view, will be chefs working directly with producers such as his alliance with Sebo, cutting out middlemen and purveyors where possible. “It will put more money in the pockets of the people doing the work,” he says.
It will mean that chefs can’t just know their local farmers and producers, but they’ll choose to work with the ones who have the best practices. Dining and sustainability will become much less about the final plate. “It will be more about the impact that plate has on the Earth,” he says.
Ultimately, he believes sustainability doesn’t need to be loud. It doesn’t need hashtags. It just needs to be honest.
“We aren’t saving lives. We’re feeding people good food,” he says.
And yet, in feeding people well—simply, thoughtfully, responsibly—something meaningful happens. Guests leave satisfied. Ingredients are respected. Local ecosystems are supported and food returns to what it has always been at its core: nourishment, pleasure, and a quiet reflection of the place it comes from.
No buzzwords required.
Live Nation is turning the historic Wonder Bread Building into a 4,000-capacity concert hall designed to bring more touring acts to the city
Imagine being the song continuously getting skipped on the playlist. Not because no one wants to hear you, but because you never quite fit the moment. For years, San Diego has been that song on the touring circuit. Artists who have outgrown intimate clubs but aren’t yet filling arenas and stadiums have often passed us by, heading north to venues better suited to the size of their show. San Diego wasn’t missing the audience, it was missing the room.
That’s all about to change.
On August 17, Live Nation Entertainment announced plans to transform the historic Wonder Bread Building, which it purchased in June for $16.8 million, into a 4,000-capacity indoor venue slated to open in fall 2028. The new space will host music acts as well as private, corporate, and community events.
Currently, San Diego’s concert landscape jumps quickly from intimate clubs like the Casbah, Winston’s, and Belly Up to larger theaters, amphitheaters, arenas, and stadiums. What’s largely missing—particularly downtown—is a modern indoor room built specifically for roughly 4,000 concertgoers. This leaves a gap in mid-size venues for touring acts that land stages like the Hollywood Palladium or Boston’s MGM Music Hall at Fenway.
“We are filling a void in the market,” says John Schalk, Live Nation’s Vice President, San Diego Market. “There are other venues in town, but this […] building is just something that doesn’t currently exist.” Although SDSU’s Cal Coast Credit Union Amphitheater serves the 4,000-capacity range, its outdoor, fixed-seating arrangement isn’t as versatile as the proposed Live Nation project.
Located at 171 14th Street, just a six-minute walk from Petco Park, the building carries a century of history. Architect Eugene Hoffman designed it in 1924, a year after completing the Barcelona Apartment Hotel in Bankers Hill. The landmark brick building served as a bakery and warehouse for the Southern California Baking Company before Continental Baking Company, producers of Wonder Bread, took over in the 1950s and operated there through 1988 continued at the site until 2007.
In the early 2000s, Bob and Gay Sinclair, the couple behind a portfolio of East Village properties, purchased the building. After Bob—the founder of Pannikin Coffee & Tea—died in 2011, Gay sold much of their real estate portfolio but held onto the Wonder Bread Building. Mission Brewing eventually took over the space, where it operated for more than a decade before announcing its 2026 departure.
Now, the building is preparing for another reinvention. Live Nation plans to preserve the historic bakery’s four exterior walls, red brick façade, grain silo, barrel-vaulted trusses, and skylights as part of its next chapter.
Live Nation isn’t looking to erase its history but to celebrate it, allowing the building’s past to give the new venue some soul. “It’s really important for us that we maintain the integrity and the history of that building,” Schalk says. “There will be new construction and design elements as we go through the process to create the concert venue, but we’re working really hard to preserve it.”
Blueprint Studio, Live Nation’s in-house design and development group, and Gensler, the architecture firm behind San Diego International Airport Terminal 1 and Snapdragon Stadium, will be heading the project. The plan is to design the ground-floor space as an open, general-admission area with a premium level above with 600-plus fixed seats, in addition to box and suite sections. There will also be an additional structure built on top of the historical portion of the building (the four original walls that house the lobby) called the Vinyl Room—a Japanese-inspired hi-fi listening VIP lounge serving elevated food options.
One of the most reassuring aspects of the project is the focus on the concertgoer’s experience—specifically the “pet peeves” we all know too well: long bathroom lines, cramped exits, obstructed views. According to Schalk, one of the best things about building upon the existing structure is having the ability to consider potential obstacles and tackle them before construction begins. “I’d say we are ‘purpose building’ the entirety of the project for a music venue,” says Gensler lead project architect Garrett van Leeuwen. “As part of our design process, we do an in-depth sightline analysis to make sure that sightlines are optimized from every point and seat within the venue.”
Circulation design is also being implemented to ease traffic flow, alongside acoustic optimization and a transformative outdoor beautification effort. According to van Leeuwen, this “public realm space” will grow the existing 14-foot sidewalk to a 32-foot sidewalk complete with plazas and landscaping.
“This venue is for the fans. For the music lovers,” Schalk explains. The vision is intimate: “I want a fan to walk up to that building, see that red brick facade, grab their ticket from the box office, go into the lobby and see some of the history that will present itself… and feel like you entered a home.” Schalk also expressed a “keen interest in making sure that we work with the local artists, the local bands, the local musicians in town.” It’s a project that recognizes San Diego as a growing market that is hungry and ready to see a vibrant arts and culture community thrive.
According to an analysis by Oxford Economics analysis shared by Live Nation, the venue is projected to deliver a significant boost to the local economy, generating approximately $97 million in annual economic impact and supporting 660 jobs. This also includes welcoming 316,000 fans each year—with 126,000 traveling from outside the San Diego metro area—and driving $53 million in local spending at nearby restaurants, hotels, and retail establishments.
Considering its proximity to other major event spaces and overall busy urban areas, traffic and parking may be a concern, especially on nights of overlapping events. But in those cases, Schalk said they would work together on communication efforts; parking availability; and staggering start, end, and loading times; as well as providing easy access to designated rideshare areas. With transit stations nearby (the closest one being a 4-minute walk at 12th & Imperial), public transportation is another great option for enjoying your night out.
There are still two years of design, construction, and plenty of logistics between now and opening night. But the bigger promise of the Wonder Bread Building is simple: San Diego finally gets a venue built for the artists who have historically passed it by. After years of getting skipped on the touring playlist, the city may finally be getting its turn on repeat.
Camila Ibarra Gallego is a CaliBaja native pursuing a master's degree in culinary journalism at the Basque Culinary Center. Shaped by the culturally rich, bicultural megaregion, she's passionate about sniffing out stories that connect people, territory and culture through food. When she's not tumbling down internet rabbit holes, you can find her pretending to be a wine connoisseur at a local wine bar or nose-deep in a good book.
Whether you’re ready to lean into fall or determined to keep summer going, here are all the best things to do this month
September is San Diego’s unofficial second summer—the crowds thin, the weather stays warm, and the city’s calendar somehow gets even busier. This month brings stadium-sized rock shows, Broadway’s buzziest comedy, a new anime convention, world-premiere theater, gallery openings, food festivals, and the first signs of spooky season. Whether you’re ready to lean into fall or determined to keep summer going, here are the best things to do in San Diego this September.
Concerts & Festivals | Theater & Art Exhibits | More Fun Things to Do

As Guns N’ Roses storm into decade five, their appetite for destruction persists. During their Snapdragon Stadium concert, hear the hard rock anthems, new material and a set from The Black Crowes.
Kehlani is proof that the romance and earnest sensuality of old-school R&B will never go out of style. Hear her take it back to the aughts at Viejas Arena.
From the silver screen to The Old Globe stage, John Carney will Begin Again (again) with a world premiere musical adaptation featuring new songs—courtesy of Train—and a story overflowing with hope.
The concept of work is a guiding principle for San Diego native and multidisciplinary creative noé olivas. Observe his community-informed approach via Tierra y Cielo (Earth and Sky) at Best Practice Gallery.
Two workers grapple with the weight of their roles at a temporary migrant shelter in Mario Vega’s world premiere play Our Lady of the San Diego Convention Center, set for citywide performances.
Luminous visions of peace and the Punjabi-American roots of Rupinder Kaloti inform The Gathering, a wondrous unification of family foretold via paintings at Oceanside Museum of Art.
It’s Mary Todd Lincoln’s world and we’re just living in it. See the presidential paramour barrel to her way to stardom at the Civic Theatre during Oh, Mary!, Cole Escola’s political spoof.

Pros and Con(vention)s: Anime San Diego will debut at the San Diego Convention Center with cosplayers, panels and more than 400 vendors well-versed in Japanese animation.
Scaredy cats beware: SeaWorld San Diego’s Howl-O-Scream embraces frights forged in darkness. Enjoy an ominous lineup of live shows, scare zones and bloody bars ahead of Halloween.
The best parts of Artivál and the Alley Cat Art Walk have united for the free Alley Cat Art Fest, an all-day outing for live music and immersive artwork in Downtown El Cajon.
Take a Grecian vacation for a fraction of the price during the annual Cardiff Greek Festival, two days of immersive cuisine and culture—with plenty of dancing—on the Encinitas coast.
Step away from the stove! The California Restaurant Association has eight days of eating experiences with your name on it. During San Diego Restaurant Week, explore by meal, neighborhood or cuisine for your personal dining plan.
Nourish yourself with an all-inclusive spread of Pacific Beach eats and locally-crafted artwork during the HeArt of PB Restaurant Walk on Garnet Avenue.
When it comes to stand-up comedy, Chelsea Handler is always ready to roast. See Handler tell anecdotes and skewer an assemblage of victims during her Balboa Theatre performance.
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.
The 53rd Annual National Philanthropy Day Takes Place on November 21. Join us from 11:00 a.m. – 1:30 p.m. at the new Gaylord Pacific Resort & Convention Center!
Once yearly, AFP San Diego joins with others worldwide to celebrate National Philanthropy Day (NPD), a special day set aside to recognize the great contributions of donors and nonprofits that enrich of our community and the world. San Diego’s NPD is one of the largest and most successful in the U.S., attracting nearly 900 participants, including philanthropists, nonprofit leaders, CEOs, board members, development professionals, and business, community, and civic leaders.
Sponsorship proceeds from National Philanthropy Day are reinvested in education, training, scholarships, career development, and the advancement of fundraising professionals throughout San Diego. These resources and training provide fundraising professionals with the tools necessary to support our region’s diverse array of nonprofit organizations, which rely on charitable giving for close to half of their annual revenues.
The National Philanthropy Day Honorees are selected by the NPD Honorary Committee, a group of highly respected, diverse nonprofit and business leaders. Our 2025 Honorees include:
National Philanthropy Day San Diego provides an opportunity to reflect on the meaning of giving and to celebrate the selfless contributions of individuals and organizations across the region. We look forward to celebrating with you!
Sponsorship opportunities and individual tickets are available. Please visit www.afpsd.org for more information.