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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?

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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.”

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.

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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.

Las Patronas turns 80 this year. But its newly minted octogenarian status doesn’t mean the all-volunteer organization is slowing down. On August 8, Las Patronas celebrated eight decades of philanthropy at its Venetian-themed Jewel Ball at the La Jolla Beach & Tennis Club. 

More than 800 attendees attended the philanthropic event, a sold-out black-tie gala, which featured classic Italian sports cars, photo ops in a gondola, a replica of the Orologio tower, and other thoughtful details that set the scene for an elegant and festive evening.

Though the Jewel Ball is one of the highlights of the gala season and the most visible element of Las Patronas’ mission, it’s also an opportunity to thank supporters, showcase the organization’s impact, and cap off fundraising efforts throughout the year.

“Behind the gowns, flowers, and celebration is an extraordinary amount of work and an even more extraordinary group of women who make that work possible. This includes our members, both active and advisory, along with our donors, sponsors, nonprofit partners, and generations of San Diegans who have supported Las Patronas,” says Colleen Lighter, the organization’s president. 

Looking Back on a Legacy 

As Las Patronas celebrated at its 80th annual Jewel Ball, Festa di Venezia, members reflected on how special it is for an organization to remain so vibrant and relevant for eight decades.

Las Patronas was founded in 1946 by a small group of women with a shared desire to give back to their community. In the decades since, Las Patronas has transitioned into one of San Diego’s premier philanthropic organizations, providing financial assistance to nonprofit organizations across an array of causes. Major beneficiaries for 2026, who will each receive grants of more than $20,000 for capital projects, include Alpha Project for the Homeless, Canine Companions, Meals on Wheels San Diego County, National Marine Mammal Foundation, Promises2Kids, Sanford Burnham Prebys Medical Discovery Institute, and Workshops for Warriors. 

“What started with friendship, philanthropy, and service has grown into an organization that has funded more than $28 million in grants for over 4,500 nonprofit organizations throughout San Diego County,” explains Lighter.

She notes that it’s especially meaningful that while San Diego has changed tremendously over the years, Las Patronas’ spirit of giving has held steady. “The needs of our community evolve, the organizations serving those needs evolve, and the things they need to do their work evolve. Our responsibility is to listen, learn, and make thoughtful investments that allow those organizations to serve San Diego more effectively,” she says.

Charity and Commitment

Part of what makes Las Patronas stand out among philanthropic groups is its hands-on approach to service. The Jewel Ball is known for over-the-top décor, with many of its elements crafted in painstaking detail by members of Las Patronas, a tradition dating back to the first Jewel Ball. 

In addition to fundraising throughout the year, leading up to the event, members log long hours in “The Warehouse,” where they put their creative skills to work, painting backdrops, assembling centerpieces, and doing everything it takes to turn the exterior of the La Jolla Beach & Tennis Club into a grand ballroom. They also haul all of their handiwork to the venue and set up, then break it back down immediately after the event wraps.  

“The motivation behind one extraordinary evening is an entire year of fundraising, grantmaking, and thousands of hours of volunteer work,” says Lighter. 

That collaborative spirit stretches far longer than just a year. Las Patronas keeps its roster of members intentionally small and highly engaged. To ensure senior members stay on long enough to hold a handful of leadership positions and show newer members the ropes, the organization requires a commitment of six to seven years. It also requires all members to work with its grants committee, visit eligible nonprofit organizations that apply for grants, and assist in the vetting and selection processes.  

“Our members have careers, families, and very full lives, yet they make an extraordinary commitment of time. Members participate in fundraising, evaluate grant requests, visit nonprofit organizations, serve on committees, and quite literally build and produce the Jewel Ball together,” says Lighter. “That investment of time is part of what makes Las Patronas and the relationships we form within the group special. We don’t simply raise money and write checks. We do the work ourselves, shoulder-to-shoulder, and we take stewardship of the money entrusted to us very seriously.” 

The Past Carries the Future

Lighter says Las Patronas is defined not by moments or events, but by its traditions, which will continue for generations to come.  

“When you think about the generations of women who have given their time, talent, and energy to Las Patronas since 1946 and the donors, sponsors, advisory members, and community partners who have believed in our mission, you realize that our job is both to honor what they built and make sure it remains relevant and strong for the future,” she says.  

And though events like Jewel Ball are rewarding, the real magic happens once the funds are put to work. Lighter recalls one story that captures the quiet impact Las Patronas hopes to continue to make. A woman reached out to say that as a child, she’d attended a school where Las Patronas had funded a new floor and noted how much brighter the campus felt. It may not sound transformational, but it made a difference, and decades later, people still remember.   

“That is what capital giving can do. A vehicle can allow an organization to reach people it couldn’t reach before. A piece of medical equipment can expand care. A commercial kitchen can allow a nonprofit to feed more people or train people in a new profession so they can flourish. Technology can help an organization serve an entirely new population and expand their impact,” she explains. “We aren’t trying to tell nonprofits what they need. We listen to them, learn about their work, and help provide the critical tools they tell us will allow them to do more of it.” 

As she looks to the next 80 years, Lighter’s hope is that Las Patronas continues to evolve without losing what makes it special: thoughtful stewardship, hands-on service, friendship, and an unwavering commitment to San Diego.

“The needs will change. The nonprofits will change. San Diego will change. Las Patronas will change with it, but our mission will always remain the same,” she says.

Photos Credit: Melissa Jacobs

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

Concerts & Festivals in San Diego This Month

9/2 

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.

9/23

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.

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Theater & Art Exhibits in San Diego This Month

9/6-10/11

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. 

9/12-10/17 

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. 

9/18-10/25 

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. 

9/26-2/28/2027

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. 

9/29-10/4 

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. 

More Fun Things to Do in San Diego This Month

9/5 & 9/6

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.

9/11-10/31 

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. 

9/12

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.

9/12 & 9/13 

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.

9/13-9/20

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. 

9/16 

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.

9/19 

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.