
Featured articles
Food & Drink
Food & Drink
Food & Drink
Featured articles
Everything SD
Things to Do
Features
Featured articles
Things to Do
Things to Do
Things to Do
Featured articles
podcast-ep
podcast-ep
podcast-ep
Featured articles
Features
Features
Food & Drink
Featured articles
Partner content
Everything SD
Partner content
Ready to know more about San Diego?
SubscribeReady to know more about San Diego?
Fans of Marvel's most-recognizable superhero can experience 60 years of the franchise through original art, movie props and interactive zones
Spider-man, museum
Joseph Eley, © 2022 Marvel
“This is the best museum I’ve ever been to,” declared my 4-year-old son about five minutes into the “Spider-Man: Beyond Amazing” exhibit at the Comic-Con Museum in Balboa Park.
Developed by Semmel Exhibitions and Marvel Entertainment, the exhibit was co-curated by Dr. Ben Saunders, Director of Comics Studies at the University of Oregon, and Patrick A. Reed, a pop culture historian.
It features one-of-a-kind artifacts from the ‘60s to present day such as original props from the many Spider-Man movies, like a Green Goblin mask and pumpkin bomb. Or, my favorite prop, a Peter Parker press pass with Toby Maguire’s picture.
Spider-man exhibit
Joseph Eley, © 2022 Marvel
Celebrating 60 years Spider-Man, the show is a chronological look at his story, dedicating rooms to 10 years worth of the superhero. Moving pictures don on the walls depicting images from comic books throughout the years sitting next to text plaques that help you really want to dig-in and read about the history of the franchise. Guests can also view exclusive pieces on loan from private collections.
The exhibit is an overload on the senses—in a way that appeals to kids and mega-fans of superheroes like my son. A thumping techno soundtrack designed by Sebastian Purfürst welcomes fans to the exhibit, where life-size Spider-Man statues adorn the walls. Perfect for selfies.
Spider-man, marvel
Joseph Eley, © 2022 Marvel
The exhibit boasts one area where visitors can watch and listen to the intro to the original Spider-Man TV show from the 1960s, and a few booths where you can put your face on a comic book to print out and bring home. That feature costs an additional $10 on top of the admission price of $30 per person for adults and $18 for kids. Seniors, students and military tickets are each $24.
The museum’s website says it takes an hour to go through the exhibit, which may be shorter when not stopping to look at every piece. Of course, that doesn’t include time spent in the gift shop, which is full of Spider-Man toys, puzzles, and T-shirts (a must).
The show will be one of a few rotating exhibits at the Comic-Con Museum, says Rita Vandergaw, executive director of the museum. Each exhibit is meant to bring a bit of Comic-Con to museum visitors, she says. “The convention is only four days a year and they have the incredible fortune of it being literally sold out, so this is a way for people to come in, see a little touch of the Comic-Con magic,” she says.
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.
Free and low-cost options for getting in on the pop culture action outside of the convention center’s walls
It’s happening, San Diego. The pre–Comic-Con excitement jitters begin to creep in as soon as July hits the calendar. But for those who forgot to set an alarm on registration day, whose batteries died or whose luck ran out in the virtual waiting room, or who simply prefer to soak up the fandom frenzy from the outside, we’ve got the best ways to experience Comic-Con weekend—no badge required.
Ain’t no party like an after-hours party, and XLE Productions’ Ready Party One is definitely one for comic book fans. Kick-start your convention weekend at Parq Nightclub and enjoy music by fan-favorite ’80s tribute band The Flux Capacitors, along with enough fandom fun, cosplay, retro gaming and pop-culture nostalgia to satisfy your inner geek. At least for the night.
Date & Time: Wednesday, July 22, 8 p.m.
Location: Parq Nightclub, 615 Broadway, San Diego, CA 92101
Price: Tickets start at $34
With more than a dozen activities and brand activations, Petco Park’s Interactive Zone is a badgeless fan’s playground, bringing together brands, games, celebrity appearances and immersive experiences all in one place. On Friday, July 24, Funko’s beloved annual party, hosted by Funko founder Mike Becker, returns to Gallagher Square. This year’s “Quest for the Grail” event will take guests on a journey to the sunken city of Atlantis. Expect themed décor, food, drinks, games and special guest appearances.
Date & Time: Thursday, July 23–Sunday, July 26 (times TBD)
Location: Lexus Premier Lot across from Petco Park
Price: Free; Funko Funday event is ticketed
Cartoon and art lovers can celebrate the work of Chuck Jones, creator of some of animation’s most iconic characters, including Bugs Bunny, Daffy Duck, Road Runner, Wile E. Coyote and Pepé Le Pew, at Seaport Village’s Chuck Jones Gallery. During Comic-Con weekend, the showroom will also host meet-and-greets with talented artists including Disney artist and seascape painter Steve Barton, The Simpsons animator Stephen Reis, and licensed Warner Bros., Hanna-Barbera and Disney fine artist Ben Olson.
Date & Time: Thursday, July 23–Saturday, July 25, 2026 (times TBD)
Location: Chuck Jones Gallery, 809 W. Harbor Drive, San Diego, CA
Price: Free
Get your pup’s—and your own—cosplay game ready because Helen Woodward Animal Center’s PAWmicon is back. Enjoy a Comic-Con-themed outing with the whole family while raising awareness for orphaned pets in San Diego. Divided into three categories—Flying Solo, Dynamic Duos & Trios & More, and Fantastic Floats—the event is a paw-fect way to jump-start the festivities.
Date & Time: Tuesday, July 21, 2026, 4:30–7 p.m.
Location: Presidents Way Lawn at Balboa Park
Price: Free
Why leave all the fun, mischief and mayhem to badge holders when you can join more than 300 partygoers and crawl through some of downtown San Diego’s top bars and nightclubs? Whether you’re called to save the universe or have an allegiance to the dark side, the annual Comic-Con Bar Crawl gives attendees exclusive access to more than 20 venues throughout the Gaslamp Quarter, with free welcome shots, exclusive drink discounts and complimentary entry along the way. This event for ages 21 and older is a fun way to celebrate your fandom outside the convention center.
Date & Time: Friday, July 24–Sunday, July 26, 2026, 8 p.m.–2 a.m.
Location: Check-in at Toro, 672 Fifth Ave., San Diego, CA 92101, from 8–9 p.m.
Price: $13–$30
Geek out over couture at the annual Her Universe Fashion Show at the Manchester Grand Hyatt. Hosted by founder and Star Wars: The Clone Wars actress Ashley Eckstein and presented by Warner Bros. Discovery Global Consumer Products, this year’s show will feature a selection of designers showcasing one-of-a-kind DC-inspired creations as they compete for a $2,000 cash prize.
Note: Wristbands are traditionally distributed the morning of the event on a first-come, first-served basis, but official details have not yet been announced.
Date & Time: Thursday, July 23, 6 p.m.
Location: Manchester Grand Hyatt, Seaport Ballroom, 1 Market Place, San Diego, CA 92101
Price: Free
A destination for all things fandom, Balboa Park’s Comic-Con Museum brings world-premiere and exclusive exhibits and events to the heart of San Diego, giving fans a place to geek out all year long. The museum is currently featuring the U.S. debut of Doctor Who Worlds of Wonder, showcasing 17 of the Doctor’s most iconic costumes, a full-size TARDIS and a collection of original sonic screwdrivers used on-screen. Visitors can also explore Sangre, Sudor y Mito: The Art and Tradition of Mexican Lucha Libre, featuring rare collectibles and authentic masks and costumes worn by legendary luchadores.
Date & Time: Open Thursday through Tuesday (closed Wednesdays), 10 a.m.–5 p.m.
Location: 2131 Pan American Plaza, San Diego, CA 92101
Price: $15–$30; free for children younger than 6
Browse an extensive collection of original drawings, paintings, jewelry and other whimsical creations from more than 100 professional and amateur artists at the Comic-Con Art Show. Many pieces will be available for purchase through the silent auction or Quick Sale, giving fans the chance to take home a one-of-a-kind Comic-Con souvenir while supporting talented artists.
Dates & Times:
Location: Manchester Grand Hyatt, Grand Hall CD, 1 Market Place, San Diego, CA 92101
Price: Free
Looking for a supercute way to fuel your Comic-Con adventures? Swing by the Hello Kitty Café Truck. This traveling pink café on wheels will be parked at Petco Park’s Interactive Zone, serving up tasty treats and exclusive merchandise. From limited-edition tote bags and hats to mugs and T-shirts, it’s the perfect stop to grab a snack and a little extra kawaii cuteness.
Date & Time:
Location: Petco Park Interactive Zone, 100 Park Blvd., San Diego, CA 92101
Price: Menu items vary
Get ready to fuel up and hype up. Whether you’re a plain-bagel purist or an everything-bagel fan, don’t miss your chance to grab breakfast or recharge at PopUp Bagels’ Volkswagen bus parked outside Pendry San Diego. Then satisfy your sweet tooth at Provisional with a rotating selection of character-themed doughnuts from Donut Bar. Both are available throughout the weekend beginning at 7 a.m. until sold out.
On Saturday, July 25, from noon to 3 p.m., head to Nason’s Beer Hall to celebrate Sony Pictures’ upcoming Spider-Man: Brand New Day. Guests can sample Tom Holland’s nonalcoholic beer brand, BERO, served in limited-edition themed cans available exclusively during the event.
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.
From capes and spandex to animatronic gadgets, here are the most jaw-dropping Comic-Con looks we spotted
Even without Marvel and DC hosting major panels this year, Comic-Con cosplayers in 2025 showed up in full force on Thursday, July 24. Thousands of fans packed the Convention Center and Gaslamp Quarter, showing off some of the most creative, clever, and cinematic costumes—from intricate multiverse mashups to handmade costumes crafted over months. The Gaslamp buzzed with free events and activations for badge-less fans, where Spider-people swung in from every corner and Fantastic Four suits made a strong showing ahead of the MCU film premiere. We also spotted full squads of Minecraft cosplayers, anime characters tricked out in light-up outfits, and even a fully animatronic Deadpool head that winked, blinked, and rattled off one-liners to fans posing for photos. The fandom and imagination on display were on high display—and this is only day one of Comic-Con. Here are some of our favorite looks.
Photos Courtesy of Cole Novak
















Cole Novak is an award-winning writer with a passion for highlighting local figures, small businesses, and nonprofits. Born and raised in San Diego, Cole is passionate about photography, surfing, art, the local food scene, and the great outdoors.
Free and low-cost options for getting in on the pop culture action outside of the convention center’s walls
No badge? No problem. Comic-Con might be the main event, but San Diego is bursting with offsite experiences anyone can get into. Whether you want to meet your favorite comic artist, dance the night away, pretend you’re in the Whoniverse, or simply grab a selfie in a life-size Barbie box, here are 12 ways to join the fun from outside the convention center.

Did somebody say free music festival? We’re in. Don your dancing shoes and hit Crunchyroll Anime FanFest at The Rady Shell for live performances by Denzel Curry, SPYAIR, yama, INIKO, and more. This celebration of anime and music will also have exclusive merch, giveaways, and an immersive crosswalk activation.
Date & Time: July 25–26, 1 p.m.
Location: The Rady Shell, 222 Marina Park Way, Embarcadero=
Price: Free

The Whoniverse is taking over The Harbor Club with an all new immersive pop-up inside UNIT’s top-secret “Black Archive.” Fans can snap a photo inside the Fifteenth Doctor’s TARDIS; explore props and monsters from the show; and, from 6 to 8 p.m., dive into a mission to assist the Doctor in uncovering clues. For Whovians who want to see even more, check out the Doctor Who Worlds of Wonder exhibit at the Comic-Con Museum in Balboa Park.
Date & Time: July 24–26, 10 a.m.–8 p.m. & July 27, 10 a.m.–5 p.m.
Location: The Harbor Club, 100 East Harbor Drive, Marina District
Price: Free

Hi, Barbie! The Malibu Barbie Café is rolling into San Diego just in time for Comic-Con, bringing all the pink, palm trees, and photo ops your heart could desire. Starting July 11 at Bayside Kitchen & Bar, this retro-glam pop-up has themed bites, a $1 charity skate rink, and—yes—a life-size Barbie box. Tickets come with food and merch credit, so grab your crew and hit the dreamhouse.
Date: July 11–Oct. 12, 10 a.m.–10 p.m.
Location: Bayside Kitchen & Bar, 2137 Pacific Highway, Harborview
Price: Starts at $25 per person

Dust off your boots folks—Hulu is bringing King of the Hill’s Arlen, Texas to SDCC this year with a backyard cookout full of BBQ, lawn games, and plenty of chances to snap pics with the Hill family and iconic landmarks from the show. Try your hand at Alamo Pong, customize a trucker hat at the Mega Lo Mart, and win prizes for successfully landing the Rhinestein’s Cowboy Boot Toss. And yes, there’s Alamo water to beat the heat.
Date: July 24, 11:30 a.m.– 7 p.m.; July 25–26, 9:30 a.m.–7 p.m.; July 27, 9:30 a.m.–5 p.m.
Location: Bayfront’s Parking Lot (Fifth Ave Landing – Lot A1) at 600 Convention Way
Price: Free

Kick off your Comic-Con weekend in style with the return of the fan-favorite Ready Party One event. Think throwback bangers, epic cosplay, free airbrush tattoos, and The Flux Capacitors rocking tracks from pop culture juggernauts like Mortal Kombat and Shrek. Plus, Napoleon Dynamite actor Efren Ramirez is this year’s special guest DJ.
Date & Time: July 23, 8 p.m.–2 a.m.
Location: Parq Nightclub, 615 Broadway, Gaslamp Quarter
Price: Tickets start at $33

Watch 25 designers from around the country show off their looks in this Wicked-inspired runway show presented by Universal and hosted by founder Ashley Eckstein. The Her Universe Fashion Show returns on July 24 with bold fandom looks and peak geek couture. A $2,000 prize is up for grabs for the show’s two winners, chosen by the audience and judging panel. Free wristbands are available at 10 a.m. on a first-come, first-served basis; the show starts at 6 p.m.
Date: July 24, 6 p.m. (wristband distribution starts at 10 a.m.)
Location: Manchester Grand Hyatt Seaport Ballroom, 1 Market Place, Downtown
Price: Free

The Interactive Zone at Petco Park is back with free activations, fan-favorite brands, food trucks, and plenty of freebies for you and your crew. Swing by the Lexus Premier Lot to demo new games from Arc System Works, grab a cute treat from the Hello Kitty food truck, and snap a pic with the cabbage cart in the Magic: The Gathering x Avatar popup.
Date: July 24–July 26, 10 a.m.–5 p.m., July 27 10 a.m.–4 p.m.
Location: Lexus Premier Lot across from Petco Park
Price: Free
Want to get in on the recent Labubu craze, or need another furry monster toy to add to your collection? You’re in luck, because the La’butique Pop-Up Shop is coming to Petco Park. This limited-time pop-up will be packed with exclusive merch featuring the creepy-cute vinyl creatures everyone’s obsessed with.
Phoenix is a senior at San Diego State University where she studies journalism and photography. You can find her reading at the beach, taking photos at a concert, or cultivating her 200th Spotify playlist.
A customized memory-filled explosion gift box is a creative way to show someone you care
Finding a gift that feels truly personal can be surprisingly difficult. In a sea of generic options — flowers, gift cards, candles, and the like — Xplosion Box offers something more lasting: a customized keepsake built around the photos, messages, and memories that matter most.
Founded by Southern California entrepreneur Jay Vijay, Xplosion Box LLC creates fully customized explosion gift boxes that arrive professionally designed, printed, assembled, and ready to gift. Each box opens layer by layer to reveal personal photos, heartfelt messages, pull-out albums, origami-style photo pockets, and hidden notes, turning a simple gift into an emotional reveal.

The brand was built for people who want to give something meaningful without spending hours printing photos, cutting paper, folding cardstock, or assembling a DIY project. Customers simply choose a box, upload their favorite photos, add personal messages, and the Xplosion Box team transforms those details into a polished keepsake that feels thoughtful, personal, and beautifully made.
Xplosion Box offers personalized gift boxes for birthdays, anniversaries, weddings, graduations, Mother’s Day, Father’s Day, Valentine’s Day, Christmas, proposals, bridesmaid gifts, long-distance relationships, and thoughtful “just because” moments.

Customers can choose from flexible customization options starting at $27. The Mini Surprise Box includes 10 photos, three message cards, and one hidden secret note, while the Mega Surprise Box offers a fuller keepsake experience with 40 photos, three message cards, and one hidden secret note.
What sets Xplosion Box apart is its high level of customization combined with convenience. Filled with personal photos, custom text, decorative details, and layered surprises, each box gives customers the freedom to create a gift that feels one-of-a-kind — without having to make it themselves.
At its core, Xplosion Box helps people turn favorite photos, stories, and words into something tangible: a keepsake that can be opened, revisited, and remembered long after the occasion has passed. asion has passed.
Everything you need to know about attending one of San Diego’s biggest events all year
Get ready to geek out—San Diego Comic-Con 2025 returns to the San Diego Convention Center from Thursday, July 24, through Sunday, July 27. This massive pop-culture celebration draws fans from around the world for panels, celebrity appearances, exclusive merch, cosplay, and major announcements from the biggest names in comics, TV, movies, anime, and gaming.
Founded in the far-far-away year of 1970 under the moniker San Diego’s Golden State Comic-Con, the convention has exploded in popularity. Highlights over the years include an under-the-radar Star Wars preview in 1976, the event’s relocation to the San Diego Convention Center in 1991, Avengers announcement in 2010, and memorable cameos—like Breaking Bad‘s Bryan Cranston going incognito in a Walter White mask.
Each year, Comic-Con puts the international spotlight on San Diego, drawing more than 135,000 visitors. This year, the fun returns with a full slate of panels, events, and passionate fandoms. While major studios like Marvel, DC, and Legendary won’t be attending, there will still be plenty of big names from across the multiverse making appearances.
Highlights include a Thursday panel for The Toxic Avenger featuring Peter Dinklage and Elijah Wood; a panel with comedy legends Matt Stone, Trey Parker, Mike Judge and Andy Samberg; a Tron: Ares panel with Jared Leto, Jeff Bridges and Evan Peters; a panel for the horror film Together starring Dave Franco and Alison Brie; and Star Wars creator George Lucas’ first-ever appearance at Comic-Con.
Whether you’re camping out for Hall H, debuting a fresh cosplay costume, or just enjoying the people-watching downtown, our Comic-Con 2025 guide will ensure you make it to all your favorite events.
Event Details | 2025 Panels | Tips & Tricks

Comic-Con 2025 takes place Thursday, July 24 through Sunday, July 27 at the San Diego Convention Center. Preview Night is Wednesday, July 23 and is only open to 2025 badge holders.
Comic-Con 2025 Hours
If you registered in advance, Comic-Con badges will be shipped 3–4 weeks before the event. If yours doesn’t arrive, you can pick it up at the Sails Pavilion inside the convention center starting July 22. Bring a valid photo ID and your badge confirmation email.
See badge pick-up hours here.
Badges for Comic-Con 2025 are sold out. To increase your chances next year, register for Comic-Con 2026 on the official website. Open registration begins in November. Mark your calendar and hit that refresh button like you’re the Flash.
If you have wings or a cape, getting there is a breeze. If not, transportation might be your kryptonite. Parking downtown is limited, and ride-sharing is strongly recommended. Starting Wednesday, July 23, a complimentary Comic-Con shuttle will run every 15–30 minutes with stops in Mission Valley, downtown, and hotel zones near the airport on Shelter and Harbor Islands.
Check the 2025 Comic-Con shuttle map and schedule.

To manage pedestrian traffic, Harbor Drive will be closed to vehicles Wednesday, July 24 to Sunday, July 28.
Harbor Drive Closures (July 23–27)
There are plenty of food and drink vendors inside the convention center. Badge holders can also access the Comic-Con Hospitality Suite at the Marriott Marquis, open 2 p.m.–midnight, Thursday through Saturday. It offers free snacks and an air-conditioned break from the crowds.
Looking to refuel outside the center? Check out our guide Where to Eat Near Downtown During Comic-Con 2025
If you missed out on a 2025 badge, there is plenty of fun outside of the convention halls.
This year Paramount+ returns with The Lodge, an immersive activation inviting fans to nerd out with exclusive content in the Gaslamp Quarter. Anime enthusiasts can dive into the Crunchyroll Anime Fan Fest at The Rady Shell, featuring guest panels, limited-edition merch, and interactive installations. Don’t miss the Malibu Barbie Café, transforming Bayside Kitchen & Bar into a sun-soaked, retro-glam pop-up from July 11 through Comic-Con weekend.
Cole Novak is an award-winning writer with a passion for highlighting local figures, small businesses, and nonprofits. Born and raised in San Diego, Cole is passionate about photography, surfing, art, the local food scene, and the great outdoors.
Food critic Troy Johnson shares his favorite spots for visitors and locals heading to the city center this July
Over 18 years of eating through the city as a food writer—a profession that feels like it needs an “ahem” attached to it—I’ve kept a list of the dishes and drinks and places that floored me. The ones I yammer on about to strangers, or share with people I love who don’t owe me money. For Comic-Con, I picked through that list to share 50 of my favorites within striking distance of the comic core: Gaslamp, Barrio Logan, Little Italy, Mission Hills, Coronado (one simple ferry ride away), Golden Hill, and a wild place in North Park. Remember, even if you just ate and you’re a little full, the week is about role playing. Role play still being hungry.
Here are the best restaurants, and what to order, near downtown San Diego.

Callie will bring home San Diego’s next Michelin star, or I will lose all faith in the system. The fermented and pickled carrots with dukkah. The Aleppo chicken. The everything. Chef Travis Swikard is on another level.
1195 Island Ave, East Village
This place is so charming it hurts. If an alpaca were a restaurant. Like you’re dining in an ADU built for someone who is loved. Wolf in the Woods is a passion project for Johnny Rivera (Hash House A Go Go) and chef Carmine Lopez, and you can feel that passion. It snuggles you with Spanish wine. The sweet corn and piñon soup might be the best bowl of hot liquid in the city.
1920 Fort Stockton Dr Suite C, Mission Hills

This is where you want to go for a Vietnamese-centric but pan-Asian exploration of fish sauce. Get the beef tartare, the whole fried rockfish in ginger sweet-and-sour sauce, and the congee with wild mushrooms.
2469 Broadway, Golden Hill
It’s the view from the top and edge of our world—a glass box of emotion, 40 floors up, looking down on all that water and sunset. Pick a cocktail, any cocktail.
1 Market Pl, Embarcadero

Mister A’s started as a Scorsese-type place where people enjoyed the fruits of some gray-area capitalism with a holy **** view of the entire urban core. Wave at planes as they land at eye-level and the sun sets over the watery cliff in the distance. Two years ago, longtime owner Bertrand Hug handed the reins to longtime GM (and damn good human) Ryan Thorsen. He’s breathed new life into the place with some key renovations. It’s a bucket worthy of the list. The duck with huckleberry gastrique is chef Stephane Voitzwinkler’s specialty.
2550 Fifth Ave 12th floor, Bankers Hill
An F.-Scott-Fitzgerald-meets-Busta-Rhymes steakhouse from the weirdos of CH Projects. A magic room that feels both alive and haunted. Bone marrow’s a pretty fantastic fat, but it needs flavor. B&R serves it with Burgundy escargot on toasted bread, and the garlic is fantastic.
1909 India St, Little Italy

A hell of a patio in Old Town, run by Pietro Busalacchi, one of the better drinks people in San Diego. The elote is fantastic—half a corn cob grilled; soaked in veggie broth; and seasoned with mayo, melted butter, chili powder, cumin, smoked paprika, a touch of sugar, garlic and onion powder, Cotija cheese, and chives. Every drink here is good.
2836 Juan St, Old Town
There are three main names when it comes to the best Japanese Wagyu. Most people who love the melting beef know two of them (Kobe and Matsusaka). The third type is omi gyu, the original Wagyu that was served to shoguns 400-plus years ago. Compared to the other two, it’s still got that high fat content that makes the Wagyu magic, but it’s lighter, more delicate, cleaner tasting. And Cowboy Star—the beloved local steakhouse run by chef/partner Victor Jimenez—is the only place I know of in San Diego that serves it. You’re not coming to Comic-Con looking for small experiences.
640 Tenth Ave, East Village

Yes, there are designer-ier tacos. But this family’s been serving homemade tacos with fried-before-your-eyes tortillas since the dawn of time. Cash only.
1857 Logan Ave, Barrio Logan
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 Unconscious Moderation app is helping health-conscious professionals take an honest look at their drinking, without pressure, and without quitting as the only option.
San Diego runs on optimization. Early mornings, clean eating, training logs, sleep scores. The people here take their health seriously and the results usually show. Most of them also have two drinks most nights, not because anything is wrong, but because the day was long and the glass is right there and it has always been right there.
That routine doesn’t get the same scrutiny as the rest of the stack. It doesn’t feel like something to examine. It feels like a reward.
Which is exactly what your brain has decided it is. When something reliably moves you from one state to another, your brain files it under things to repeat. Do it consistently enough and the cue stops requiring a decision. It’s 6pm, the laptop is closed, and some part of your brain has already placed the order.
Most habit-change tools work on the number. They count drinks, set weekly targets, send check-in texts. That’s useful for seeing what the pattern looks like. It doesn’t tell you where the pattern came from, or change it at that level.
Unconscious Moderation works underneath the habit. The app uses guided hypnotherapy sessions, structured journaling, and daily movement to address the subconscious associations that make reaching for a drink feel like the obvious next thing. The journaling isn’t a diary. It’s built to surface what your brain is actually reaching for, so you can meet that need directly rather than through a substitute.
The program runs 90 days. At day 30, you choose your own direction: cut back, drink more intentionally, or stop altogether. The app treats both as equally valid outcomes. The point isn’t to follow a rule you set on a Sunday. It’s to understand the pattern well enough that whichever path you choose, you’re choosing it clearly.
The people who tend to get the most out of it are not in crisis. They’re the ones who have tried tracking apps and found the count drifting back up regardless. They know exactly how much they drink and why. The awareness just hasn’t moved the habit. At some point, the work needs to happen somewhere the count sheet can’t reach.
San Diego’s wellness culture already knows that surface numbers tell only part of the story. What you eat matters, but so does why. How much you sleep matters, but so does the quality. The same logic applies here.
Learn more at um.app, or download the Unconscious Moderation app on the App Store or Google Play.