On a Thursday night in Barrio Logan, a red glow emanates from inside a black warehouse. A lively crowd spills onto the sidewalk, people glancing over shoulders toward the rhythmic, busy clashing of the three piece group called Skate Jazz.
The scene feels at once inviting and secretive. Logan Avenue is generally otherwise quiet and casual by sundown, but the studio is alive. It’s a scene. Studio Sessions—a new jazz series at the Future Is Color Studio—is the reason.
What was formerly a warehouse storage space is now bringing an eclectic crowd to the heart of Barrio Logan every Thursday night. The idea, said founder Erwin Hines, is to bring San Diego’s creative community together and provide a space for exchange and conversation.
“Our jazz nights have the scene kids, have people from north county, have people from the south bay,” Hines said. “It has all of these people from disparate groups in one space and congregating in a neighborhood that maybe they wouldn’t have come to before.”
Future Is Color Studio got its start in 2020 after Hines started designing graphic t-shirts as a way to process his emotions following the police killing of George Floyd. The shirts were flying off the shelves—Hines sold more than 6,000 in a few days—and he realized he had struck a chord with community members.
Hines named the project Future Is Color, or FIC, borrowing the name from a cultural education program his sister started in Ohio. The brand’s mission is to promote cultural progress through dialogue, empathy, clothing, and now, weekly jazz.
The focus on jazz music is intentional, Hines said. “[Jazz] comes from Black culture and it’s a dialogue in and of itself,” Hines said. “The musicians and the instruments having an intimate dialogue in real time and just jamming with one another.”
Future is Color, studio session
That musical dialogue is something that spoke to Kamau, a hardware engineer from Chicago who recently moved to Hillcrest and attended his first Studio Sessions. Kamau remembers Skate Jazz played covers of his favorite songs from Cortex, a frequently-sampled French jazz trio. It was the first time he’d seen that music played live.“It’s just really cool to see people interact with the music in a live setting,” Kamau said. “Like an experiment, it’s exciting.”
Inside the warehouse where Skate Jazz plays, sometimes accompanied by a singer or saxophonist, there’s hardly a seat or space to stand unoccupied. Gatherers softly bob their heads or sway to their winding sets. A red light-up sign bearing the name of the band glows behind them. On an adjacent wall, a looped video projects tantalizing graphics and phrases like “Move in love” that come from Hines’ own designs.
So far, the turnout has been much more than Hines expected. They planned for 30 people at their first show, but they’ve never had a show with less than 150. “I’m shook, I’m deeply shook,” Hines said.
Since they’ve started the series, Hines said the surrounding businesses on the block now stay open later. By the end of the show, their block of Logan Avenue is lively with the chatter of the crowd—a burger joint and taco stand on either side feeding the hungry.
“This, to me, is what community building really looks like,” Hines said. “When an organization or an institution or a brand is willing to invest into something that is free for people to enter, free for people to engage in, and can be this cultural entry point into the larger community.
”While working as a graphic designer in San Diego, Hines noticed how young creatives sometimes overlooked San Diego for other cities like New York and LA. He said the community here lacked free spaces for artists to gather, but not for lack of local talent.
“As I began to really think about what the creative community was in San Diego, I realized that it’s not just for traditional creatives,” Hines said. “We have amazing biotech. We have amazing community activists. We have amazing artists, dancers, all these people from all these disparate backgrounds but everybody was operating and functioning in silos.”Studio Sessions and other projects associated with the FIC became a way for Hines to sustain the creative community and connect artists in new spaces for inspiration, collaboration and companionship. The event’s uniqueness is something that spoke to many in attendance. Several attendees commented on how FIC’s jazz nights feel one-of-a-kind, almost sacred. They describe it as “optimistic,” “fresh” and “accessible.”
Future is Color, studio sessions
Cecil Horton, a San Diego native who runs a PR and influencer marketing agency, said jazz nights at FIC are “exactly what we need for our city.”
“It is casual as it is electric. It feels like you’re on the streets of Portugal, chain-smoking a cigarette on cobblestone streets.”Horton first went to Studio Sessions in its third week and he’s been a regular since. For him, it’s a place to connect with likeminded creative people. It’s also where he can see friends from all across San Diego commingling in the same space.
“I see my friends that I grew up with in Point Loma running into other friends that I’ve met in Southeast San Diego, all of us either cheersing to wine or ice water or Jamaica in the street,” Horton said. “It’s everything we’ve ever hoped for.”
In the few short months since its start, Studio Sessions has already expanded its repertoire and its reach. The shows feature additional musicians and even a pop-up in LA.
Still, Hines said he doesn’t have any set plans for the project. “I never want to put any weight on it to say it needs to be X, Y and Z in five months, in six months,” Hines said. “Maybe it will be gone, maybe it will have done what it needed to do and then it can go on and move on.”
August is San Diego at full volume. Summer crowds are still chasing sunshine, but the calendar belongs to locals who know this is when the city really shows off. One night you’re dancing under the stars, the next you’re watching thoroughbreds with a plate of oysters in hand, catching Broadway hits, wandering gallery exhibitions, or rallying on a downtown pickleball court. Whether you’re looking for live music, festivals, theater, food, or an excuse to spend as little time indoors as possible, these are the August events worth putting on your calendar.
On the heels of Cross Pollination II’s release, house musician Lane 8 will co-headline FNGRS CRSSD x Cross Pollination, a day of back-to-back grooves at Waterfront Park.
Cross coasts at the Civic Theatre for a jukebox musical rooted in family, coming of age, and blossoming talent in Alicia Keys’ Hell’s Kitchen, inspired by the 16-Grammy Award-winning singer’s NYC upbringing.
August 23
Jeff Goldblum is a classic man. In his show at The Rady Shell, Goldblum will accentuate his old-school charm with his Mildred Snitzer Orchestra and the San Diego Symphony Orchestra.
Photo Credit: Aaron Rumley
Theater & Art Exhibits in San Diego This Month
August 1–October 10
Explore gallery walls lined with artwork juried by acclaimed artist Paul Mpagi Sepuya and chosen by the Athenaeum Music & Arts Library for its esteemed 34th Annual Juried Exhibition.
August 7
As you already know, we adore San Diego. That’s why we’re assembling the city’s crème de la crème—including over 90 curated vendors—in Liberty Station for our annual Best of San Diego Party, presented by Pechanga Resort & Casino.
Helado Negro and Reyna Tropical each specialize in bilingual music, songs overflowing with proud markers of Latinx identity. Hear the ear-tingling transmissions from their collaborative LP at Epstein Family Amphitheater.
August 16
Country music superstars, proud Georgians, and close pals Jason Aldean and Luke Bryan are doubling down on their summertime stadium tour with a boot-stomping concert at Petco Park.
August 27–September 6
The one-woman play Eleanor—told via the eloquent perspective of Eleanor Roosevelt—will make a limited return to the North Coast Repertory Theatre.
More Fun Things to Do in San Diego This Month
Now Through September 3
For six straight Thursdays, downtown’s Fifth Avenue will shut down and become the city’s first-ever street-style pickleball event. Bring a paddle and enjoy DJs, a wellness market, and zero-proof drinks at Gaslamp Urban Pickleball.
August 8
Del Mar Thoroughbred Club’s newest foodie event, the buttery Turf & Surf Festival, offers a luxurious combo of land and sea, built for watching trackside with a loaded plate in hand.
August 22
For the first time since 2019, the free Chula Vista HarborFest will hit the shores of Bayside Park with a classic car expo, lucha libre showdowns, and the chance to meet a mermaid.
August 29
Celebrate the seven decades (and counting) spent upholding Point Loma’s coastal landmark during Cabrillo Under the Stars, a 21-plus fundraiser with bites, Beatles covers, and, best of all, twinkling lights.
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.
Siblings make better music. That’s the hot take, and there’s some logic and science behind it. The Bee Gees, Jackson 5, Billie Eilish and Finneas, AC/DC, Van Halen, The Allman Brothers—heck, even the Hanson brothers, why not? Beyond just a shared sense of taste and nonverbal communication developed over decades of living and evolving together, there’s a thing called “blood harmony.” The genetically similar throat cavities, vocal cords, speech patterns, and resonant bone structures all blend each unique voice into a more homophonic sound than what comes out of two non-related singers.
Those throat cavities are working wonders for emerging San Diego band We the Commas—three brothers (from oldest to youngest) Lenny, Jordon, and Cam Comma.
Raised in Vista and Carlsbad, the family opted out of cable TV (video games got a pass). Without binge-watching to fill bored hours, the trio turned to music. Guitar Hero led to GarageBand and finally to live instruments—guitars for Lenny and Cam, drum set for Jordon. In their sound, the influence of Stevie Wonder, Erykah Badu, The Who, and Dave Matthews Band is obvious, and so is surf culture, specifically that laid-back chill of North County surf culture.
“We’re like the Black Beach Boys,” Cam says. (Note: Three of the five founding members of the Beach Boys were siblings—the theory gets stronger.)
Their debut EP pretty clearly lays out how they see their sound—titled SARB, an acronym for Surf Alternative R&B. That resonates in the song “Sherry,” with its easy-listening, windows-down-on-the-101 vibe. It also works in the louder, surf-punkier “Pissed Off.” Despite some advances in reducing core stereotyping tendencies, people still tend to autofill Black musicians into rap and R&B. The Comma brothers immediately circumvent that by declaring themselves out the gates.
“SARB makes it so [listeners are] open to all of the things that we want to do,” Lenny says. “From there, you can put a label on whatever you think it sounds like.”
Courtesy of We the Commas
People—and musicians further up the stream—are taking note. In 2023, they co-wrote the song “I Keep Fallin’” with Eric Cannata, guitarist for multi-platinum SoCal band Young the Giant. In early 2024, they were tapped to open the national tour of Brooklyn’s jazz-pop heroes, Sammy Rae & The Friends. Comedian Gabriel “Fluffy” Iglesias invited them to warm up his show at Pechanga a couple months later.
“We really believe genuinely, with our whole hearts, minds and souls, that this is going to work the way that we think it’s going to,” Cam says, grinning ear to ear.
Currently, the Commas live together in Vista, and the dream, wholeheartedly, is more alive than ever. They’ve put out two dozen singles and a trio of EPs: SARB (2020), Old School Love (2021), and Aeroplane (2024); this year alone brought the release of three new singles, including “Let Me,” a silky-smooth entry in their growing collection of love songs.
“We fully realized the magic is in all of us together,” Lenny says. “We know that this doesn’t happen without each person, and we have respect for each other because we need each other.”
As they grow as brothers and as a band, the Commas try to always remember what unified them in the first place.
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.
How Scrojo Became One of Rock’s Most Prolific Poster Artists
The San Diego designer has created more than 3,000 concert posters over nearly 40 years for artists including the Rolling Stones and the Red Hot Chili Peppers
When he was in high school, he and his friends were trying to come up with the perfect name for their punk band that would encapsulate all their personas. Nicaragua. The Freds.
One of his friends said he was going to go by Jimmy Stacks and called it “the perfect rock and roll name.” Their names changed so much that Haskett erupted: “Fine, I’m f—ing Scrotum Joe, the true defender of the Open West.”
Their response: Wow, that’s a great name.
As a teenager, he drew chalkboards for Del Mar’s Pannikin coffee shop and would design T-shirts for surf/skate brand Life’s a Beach. He signed the shirts with his moniker, but even in punk rebellion, who wants a shirt with the words Scrotum Joe on it? “They just cut out the ‘t-u-m,’ and the next thing you know, a client referred to me as that, and it stuck,” he says.
Courtesy of Scrojo
Scrojo could have been part of a band as iconic as The Misfits—had he been able to learn the famously cumbersome bassline to The Kingsmen’s “Louie Louie.” Becoming one of the most renowned concert poster designers—someone who quite literally designed the cover of Art of Modern Rock: The Poster Explosion—is a pretty good Plan B.
“To my knowledge, he’s done more rock posters than anybody else alive,” says Dennis King, whose D. King Gallery in Berkeley, California, serves as one of the largest private rock poster collections in the world. “He’s the hardest-working guy in the poster business.”
King not only co-authored the sequel to music historian Paul Grushkin’s The Art of Rock, but he also handles distribution and sales for all of Scrojo’s work. That’s more than 3,000 different posters over nearly 40 years. (That’s over one poster each week. For four decades straight.)
For anything from boxing matches to rodeos, posters have long been used as promotional items. Toulouse-Lautrec’s famous lithographs advertised Moulin Rouge in the late 1800s. Around the same time, Hatch Show Print in Nashville was making handbills for the Grand Ole Opry.
“I propose this: Cave paintings are the first poster art,” Scrojo says.
Courtesy of Scrojo
Rock and roll posters took off in the 1960s, when the hippie counterculture era replaced conformity and suburbia. Artists like Jimi Hendrix and the Grateful Dead used their vibrant, psychedelic prints as a form of rebellion from the mainstream. Posters were promotional, commemorative, collectible, and especially expressive.
If the name Scrojo is any indication, he doesn’t shy away from imagery that toes the line of being too provocative. He focused more on what inspired him instead of trying to be offensive for the sake of getting attention.
“Didn’t want to show it to my grandmother, but my parents were fine with it,” Scrojo says with a laugh.
“We’ve had to ask him to put a Band-Aid over a nipple every now and then,” says Chris Goldsmith, president of Belly Up Tavern in Solana Beach, where Scrojo started out and hundreds of his posters currently line the walls.
Scrojo spent six weeks at Otis College of Art and Design for a summer semester before drugs, alcohol, and a self-described lack of discipline prevented him from enrolling full time. Still, he taught himself concepts like text hierarchy and later found his niche at the Belly Up and in the surfing and skating world, working with brands like Quiksilver, Rip Curl, Scorpion Bay, and DGK.
His first concert poster was for North County band Borracho y Loco, of which Goldsmith was bass guitarist. Scrojo drew an abstract version of the Belly Up’s iconic shark with colorful calypso and tiki themes.
Early on, he would craft using a pencil, pen, non-reproduction blue pencil, X-Acto knife, rubber knife, and proportion scale to create each poster, and the finished product could take a week or even longer.
Courtesy of Scrojo
“I recommend every artist coming up to do that for like six weeks,” Scrojo says. “It forces you to think about every design decision as you’re going along.”
He has since mastered vector imagery through Adobe Illustrator to the point where, depending on the level of detail needed, he could finish two projects in a day. Still, he fills sketchbook after sketchbook to blueprint.
“I liked his line in particular, and he knows how to draw, which a lot of people don’t really know how to do these days,” King says.
Scrojo would research what each musician’s merchandise looks like to get a feel for each artist’s tone and voice. Once he has his central image in mind, he focuses on what and where to place the text.
He doesn’t have one specific style, ranging his talents from art deco to psychedelic and everything in between (and outside the lines). Want a pop surrealist comic book cartoon devil with splattered paint textures, halftone dot patterns, and pure chaos? Red Hot Chili Peppers, February 1986. Want a minimalist graphic portrait with bold strokes and graffiti text? P!nk, October 2023. Want a carnival sideshow style piece with a tasteful caricature of Jeff Bridges? The Big Lebowski, August 2011.
Scrojo calls himself a jack of all trades because he can create posters for all music genres. King calls him a chameleon for his ability to adapt his voice to new eras.
Courtesy of Scrojo
“The variety of his skillset makes it possible for us to put 50 of his posters on a wall next to each other and have it look compelling, not just a bunch of the same thing over and over,” Goldsmith says.
Some of Scrojo’s favorite posters are when he feels a personal connection to the artist or the album. He has a vivid memory as a child of being trapped in a closet filled with marijuana leaves while playing hide and seek and staring at Jimmy Cliff’s “The Harder They Come” LP. “For whatever reason, as a kid, that sparked a desire to do graphic design,” Scrojo says.
Fast forward to February 2012, Cliff is performing at Belly Up. Scrojo decided to modify Cliff’s original album cover from rainbow gradient fills to classic reggae psychedelia while preserving Cliff’s striped pants and bold hat. Cliff’s manager called him and said they wanted to use it for the rest of their tour.
“We always get artists requesting that he does their posters,” Goldsmith says. “A lot of artists don’t want venues to go all rogue because they want to control how they’re being presented. With him, they’re like, ‘Let him go nuts.’”
Matt Eisenberg is an award-winning writer and photographer based in San Diego. A former ESPN editor, his work has also been published by CNN, Bleacher Report and the New York Daily News.
Renewable energy companies building hundreds of power plants. Biotech startups using artificial intelligence to create personalized medicine for children with rare diseases. Hospitality companies quietly powering thousands of local events. Consumer brands growing from beach-town startups into national businesses. These are the kinds of companies driving San Diego’s economy today, and the businesses recognized at this year’s San Diego Business Impact Awards offer a snapshot of where the region is headed.
Hosted July 23 by San Diego Regional Economic Development Corporation (EDC) and JPMorganChase, the second annual awards event honored four local companies for innovation, growth, and economic impact. More than 100 nominations from San Diego’s middle-market businesses were reviewed by a 10-person judging committee, with winners selected across four categories: startup, early-stage innovator, rising star, and established heavyweight.
Two-time honoree Jimbo Someck, founder of Jimbo’s organic grocery stores, also joined the event for a fireside chat on buying local, supporting emerging brands, and giving back to the community.
“San Diego’s strength comes from its makers and builders—the resilient people who endure great risks and overcome obstacles to build and scale a company,” says Aaron Ryan, San Diego Region Manager and Middle Market Banking at JPMorganChase & Co. “These awards aren’t just recognition; they spotlight the talent, grit, and innovation shaping our region’s future. By celebrating those who create and build, we foster connections and fuel the growth that keeps San Diego thriving.”
Photo Credit: Matt Furman
Building the Infrastructure Behind Clean Energy
Heavyweight honoree SOLV Energy has grown alongside the country’s rapid investment in renewable power. “It’s an exciting time for SOLV Energy as we are experiencing significant growth,” says CEO George Hershman. “The business has doubled over the last year and has almost double-digit growth since its inception.”
The Rancho Bernardo-based company designs, builds, operates, and maintains utility-scale solar and energy storage facilities. Since its founding in 2008, SOLV Energy has built more than 500 power plants.
Growth has translated directly into hiring. About 200 employees work from the company’s local headquarters, including roughly 20 interns. “Our intern program is a big part of the way that we grow our workforce,” Hershman says. “Last year, 43 percent of our interns became full-time employees. We believe San Diego is a great community to build and grow a high-tech infrastructure and technology company because of the incredible workforce—the ability to attract top talent and draw from world-class universities.”
Photo Credit: Matt Furman
Developing Medicine One Patient at a Time
Startup honoree La Jolla Labs is tackling one of medicine’s biggest challenges by developing personalized RNA therapeutics for patients with rare diseases—many of them children with neurological disorders like ALS. Using proprietary artificial intelligence and machine learning tools, the biotech company develops treatments tailored to each patient’s specific genetic mutation.
CEO Tamar Grossman says the recognition reflects how far the company has come despite limited resources. “We’re honored to be recognized for our ability to change and save patients’ lives and turn our lean startup into a clinical company with very minimal resources,” she says.
Grossman credits San Diego’s concentration of research institutions—including UC San Diego, the Salk Institute, and Scripps Research—with creating a pipeline of talent and collaboration. “San Diego is one of the world-leading centers for technology, genomics, and RNA therapeutics,” she says. “We have over 30 RNA therapeutics companies here, and we support each other and help with anything related to drug discovery.”
She says that collaborative spirit extends beyond formal partnerships. “You can walk around Torrey Pines, go into a café, and find colleagues from the industry and have an ad hoc conversation,” Grossman says. “That’s something very unique to San Diego.”
While Snake Oil Venue Company may not be a household name, chances are many San Diegans have attended one of its events. The early-stage innovator honoree has expanded from beverage catering and mixology consulting into venue management, operating Julep Venue in Mission Hills, Bramble Bay Venue in Imperial Beach, Vesper Venue, the Chapel at Liberty Station, and five outdoor venues throughout Liberty Station—more than 500,000 square feet of event space altogether.
“We do a lot of launch parties for corporations and new products,” says CEO Mike Esposito. “I really like working on the entrepreneur side of things, where new businesses are entering the San Diego market and looking to make a splash.”
Snake Oil has executed more than 16,000 events, employed more than 1,000 people, and partnered with more than 900 local vendors, including caterers, florists, photographers, entertainers, and other hospitality businesses. The company also works with many of San Diego’s nonprofits, museums, and cultural institutions. “We get to celebrate people’s most important moments,” Esposito says. “Whether that’s a wedding, celebration of life, or quinceañera, we’re fortunate to be involved in the community in so many different ways.”
Photo Credit: Matt Furman
Growing a Beach-Town Brand into a National Business
Rising star honoree ALOHA Collection is proof that a simple idea can grow into a thriving company. Founded by two roommates who wanted a better way to carry wet swimsuits after a day at the beach, the lifestyle brand has grown into a business while maintaining strong year-over-year growth.
Now headquartered in Carlsbad, ALOHA Collection employs more than 100 people and operates its California flagship store in Encinitas, which is slated for a remodel. With roots in Hawaii, the company is known for its lightweight, splash-proof travel bags that have become a familiar sight on beaches in San Diego and beyond.
“‘Aloha’ is part of our name, but it’s also how we move through the world,” says CEO Lynna Barnard. “It’s how we show up for people, the way we travel, the way we give back.” Since day one, the company has maintained a 5 percent giveback to Hawaii conservation efforts, contributing millions of dollars over the years.
“I think what’s so inspiring about ALOHA Collection, and the founders in particular, is when you dream big, those dreams can come true when you work hard and trust in the universe,” Barnard says. “It’s inspiring to be a role model for other people wanting to start businesses from humble beginnings. Start small and watch it grow.”
Together, businesses like these form a cornerstone of San Diego’s economy—not only through the jobs and revenue they generate—but through the local workers they hire, vendors they support, and investments they make in the region. Their growth doesn’t happen in isolation; it ripples outward, strengthening the broader business community and the people who call San Diego home.
If you’ve ever wondered what it would feel like to perform on one of San Diego’s most iconic stages, here’s your shot. The Old Globe is looking for local singers, songwriters, and musicians to take the spotlight before performances of its upcoming musical Begin Again—and the gig comes with a chance to perform on the theater’s main stage and at a new community music event, Begin Again: San Diego Sessions.
Inspired by the opening scene of Begin Again, which makes its pre-Broadway premiere at The Old Globe this fall, the open mic–style performances celebrate local talent while giving audiences a taste of San Diego’s music scene before the curtain rises.
Solo artists and duets ages 18 and older can submit video entries here through Friday, July 10. Selected performers will be notified by July 14.
The public is also invited to Begin Again: San Diego Sessions, a free event on Monday, July 20, at 7 p.m. in the Globe’s Copley Plaza. Attendees can catch performances from top contest participants while enjoying discounted drinks from the theater’s pub.
“Begin Again is a story about hope and someone finding their light,” says Adena Varner, Director of Arts Engagement at The Old Globe. “The opening moment, which is what we’re excited about with this contest, is about an artist who’s unknown taking a chance at an open mic night—and then their life changes.”
“What I love about San Diego is it’s a space where hopes and dreams seem to actually be able to come true, and people get to find themselves, find their light and their voice, so I think the spirit of the show really resonates with who we are as San Diegans,” she says.
For director Lorin Latarro, the pre-show performances are a chance to weave San Diego into the production. While the musical has been developed in New York with New York–based musicians and actors, these performances create a direct connection between the show and the city’s local music community.
“One of the things Lorin is passionate about is wanting these performances to feel like San Diego, so we want them to be diverse,” Varner says. “We want these moments to look like us and all that that means… We have submissions from artists based in Tijuana, North County, and East County, so it’s geographically diverse, ethnically diverse, and we’re looking at age diversity as well.”
The Old Globe has hosted community engagement opportunities tied to past productions—including an art contest and walk-on performances—but nothing quite like this.
“We’ve also never had an open mic night on the plaza, so we’re excited, and we really want the music community to know that they’ve got a place at The Old Globe, too,” Varner says. “We’re getting in the practice of making sure our community feels connected to our shows and have an opportunity to contribute in a way that’s meaningful and impactful for them.”
Begin Again is based on the 2013 film starring Keira Knightley and Mark Ruffalo, with a book by Jenna Clark Embrey and Molly Beach Murphy and music and lyrics by Pat Monahan of Train. Performances run September 6 through October 11, with opening night on September 17.
At the time of publication, The Old Globe had received nearly 100 video submissions.
Kai Oliver-Kurtin is a San Diego-based writer who covers travel, dining, events, and culture. Her writing has been published in USA Today, Condé Nast Traveler, Fodor's Travel, Marie Claire, and HuffPost, among others.
Growing up in Carlsbad, I never quite understood why people vacationed there. What, so you want to check out the field where I have soccer practice? Pay my orthodontist a visit? Carlsbad just felt like a town by the beach, no better or worse than any other in the country. It took going to college out of state for me to actually understand just how rare a place like Carlsbad is.
Thanksgiving break my freshman year, my first time coming home after three months in the Midwest, my shoulders dropped. I rolled down the windows and drove to lifeguard tower 37—the hangout magnet for Carlsbad’s youths (and, in the summer, tourists)—and the smells of the ocean woke me right up like smelling salts do. I finally got it.
Carlsbad isn’t just a stopover town on your way to something better. It is the destination. Travel + Leisure named Carlsbad one of the top 50 places around the world to travel in 2026. From the whole globe, the travel magazine picked my home. Sure, we’ve got the Flower Fields and Legoland—but now it’s the smaller ships and indier dreams that are giving it street-level character.
It’s not just Carlsbad, either. People have talked about the “North County bubble” for decades—a force field that prevents its residents from traveling south of the 56. It’s often used derogatorily, and it’s a fairly accurate burn.
For decades, living up in North County meant giving up on culture, or at least culture within close proximity. But now, the main expansion of San Diego culture is happening up north. Central San Diego restaurants have started taking notice and are expanding into the area—spurred no doubt by Oceanside’s food boom and the Jeune et Jolie–Campfire–Wildland–Lilo constellation in Carlsbad. City Heights burger joint Key & Cleaver opened a new spot in Oceanside; the owners of Parc Bistro-Brasserie in Bankers Hill opened Parc Lounge in Rancho Santa Fe. Possibly the strongest market indicator is that Sam Fox—one of the most successful restaurateurs west of the Rockies—has started focusing on North County for his concepts. In 2025, he opened both The Henry in Carlsbad and Culinary Dropout in Del Mar.
For the ultimate insider guide, we found a handful of inspiring people who live and create and truly know six North County neighborhoods—San Marcos, Escondido, Oceanside, Leucadia, Rancho Santa Fe, and Vista—and asked them how they’d spend a dream day out and about in their town.
Courtesy of North City Farmers Market
San Marcos
San Marcos is in full renaissance mode. The biggest story is that the grand North City vision is starting to peek through the scaffolding. It’s essentially the North County Downtown that’s been written in the tea leaves and discussed whenever someone gets stuck in traffic at the 5/805 merge: a 200-acre, pedestrian-friendly, mixed-use face-changer that’s slated for 2,600 homes, 350,000 square feet of retail and restaurants, 250 hotel rooms, and about a million square feet of offices and labs. Its most recent manifestation is 222 North City—a 12-story residential tower with over 450 residences, rooftop garden, pool cabanas, art installations, and almost 20,000 square feet of ground-floor retail (Necessity Coffee, Buona Forchetta, Draft Republic, Milonga Empanadas, and a grocery store anchor on its way).
Which means Restaurant Row is no longer burdened with being the primary caregiver for the hungry or the socially inclined. Patricia Prado-Olmos has watched the city morph during her nearly three-decade tenure at CSUSM, having spent the past six years as the school’s chief community engagement officer. She also just announced her forthcoming retirement at the end of the 2026–2027 school year, so she’ll have even more time to haunt local haunts.
Meet the Local: Patricia Prado-Olmos
Those in the know call the university “Cal State StairMaster” from the Sisyphean amount of stairs on the hillside campus. So, any day at or around CSUSM should start with a homestyle carbo-load (biscuits and gravy) from Mama Kat’s.
“There’s something about this breakfast spot that immediately puts me in a good mood,” she says. Mama Kat’s is also known for its pie (strawberry-rhubarb), which is breakfast if you change your perspective.
After a few hours on campus—with a break to pet the university’s official therapy goldendoodle, Frank, who helps ease finals tremors or apprehension of on-campus stairs—Prado-Olmos will wander into North City, just steps away. She says the almond croissant and coffee at Christophe Rull Patisserie rival Parisian cafés: “It feels like the kind of place you’d stumble across in a much bigger city.”
Rull, a Michelin-trained pastry chef who’s done stints on Netflix (Bake Squad) and Food Network (Super Mega Cakes, Halloween Wars), opened his patisserie last fall. The hype hasn’t cooled off yet: Get there early because the crowds do.
Emma Veidt is an editor at San Diego Magazine. She earned her bachelor's and master's degrees from the Missouri School of Journalism. She loves running, hiking, and rock climbing, but really, she mostly loves encounters with the street cats around North Park.
It’s estimated that 44% of women in the U.S. have high blood pressure, also known as hypertension, but many don’t know it. The disease often has no symptoms, and when symptoms do present, they can appear similar to many other conditions. High blood pressure increases the risk for heart disease and stroke, so it’s critical that it’s detected and treated early. And for women at risk of developing high blood pressure, prevention is key. Click here for the basics of high blood pressure and how Scripps physicians at Scripps use screenings not just as a diagnostic tool, but as part of routine preventive care.
For more nutrition, wellness, and healthy living tips, sign up for the San Diego Health newsletter here.
