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From canyon to crest, strip mall to rock wall, we scouted the greatest, buzzworthiest things to do, see, sip, and taste north of the 56
CATEGORIES:
Food & Drink | Health & Fitness | Shopping & Beauty | Arts & Culture
The Best of North County 2017
You may be tempted to skip lunch and dinner after the hearty steak ’n’ eggs, breakfast bacon mac ’n’ cheese, the decadent cinnamon roll pancakes, and the s’mores French toast. Whether you go sweet or savory, the generous portions at this expanding local chain ensure you’ll leave with a full stomach.
251 North El Camino Real, Encinitas, breakfastrepublic.com
The new Crack Shack features a sandbox and chalkboard wall for ample playtime. Order a custom kids meal for your favorite human nuggets, and engage in a game of bocce ball or cornhole on-site without having to fly the coop.
407 Encinitas Boulevard, Encinitas, crack-shack.com
Hugging the shoreline of Lake San Marcos, Decoy’s dining room and outdoor bar have prime views of the lake’s recreational boaters. The restaurant’s upscale hunting lodge decor is accented with roaring fireplaces for a cozy experience. When ordering, shoot for the game meats like bison, venison, and wild boar, or get hooked on the fresh seafood selections.
1025 La Bonita Drive, San Marcos, lakehousehotelandresort.com
The Best of North County 2017
Flower Child
This new Del Mar eatery crafts its fare with the food enlightenment philosophy “healthy food for a happy world.” The colorful, bright establishment has communal and patio dining, friendly walk-up service, and a fun menu overseen by Steven Molina, formerly of Kitchen 1540 and Delicias. We love the sweet corn and quinoa, crushed avocado toast with soft egg and black sesame seeds, yuzu Brussels sprouts, skinny Cobb, and healthy bowls, as do many other locals, proven by packed tables and a long but fast-moving line.
2690 Via de la Valle, Del Mar, iamaflowerchild.com
Although this steakhouse is known for its prime cuts of beef, Bob’s signature staple is the glazed California jumbo carrot served whole with every entrée. The carrot, which is poached and braised in a brown sugar orange glaze, is so popular diners ask for the recipe to replicate it at home.
2100 Costa Del Mar Road, Carlsbad, bobs-steakandchop.com/carlsbad
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If you devour famous chefs’ memoirs and cooking shows, then you’ll savor the Kitchen Counter experience at the Four Seasons Residence Club Aviara, where you get a grill-side seat to watch the preparation of your five-course meal (the rotating menu includes octopus, duck breast, and a piña-colada-like tapioca dessert artfully arranged in a terrarium vase). Previously, only residence club members could score one of the six Kitchen Counter seats, but the restaurant opened to the public earlier this year.
7210 Blue Heron Place, Carlsbad, seasonsaviara.com
Chef Jordan Beall has launched a series of four-course pairing dinners. Imagine baby octopus salad with a riesling from Mosel, Germany; rabbit pot pie with fava beans, turnips, and buttermilk crust with an Anderson Valley pinot noir; prime rib au jus with an Y Rousseau Tannat from the Russian River Valley; and a decadent chocolate peanut butter cake with a Columbia Valley cab as a cap to a grand meal.
1201 Camino Del Mar, Del Mar, prepkitchendelmar.com
Post up on the outdoor patio and snack on Betty’s Biscuits, sharp cheddar nuggets with sea salt and agave butter, charred strawberry, and serrano jam; a Baja bagel and lox with jalapeño cream cheese; Piña Colada French Toast with coconut milk, pineapple chunks, icing, and toasted coconut; or their famous smoked grilled fish tacos. Plus: bottomless mimosas for $15. Helloooooo, Betty!
211 Mission Avenue, Oceanside, hellobettyoceanside.com
The Best of North County 2017
The Miller’s Table
This new O-side spot celebrates the simplicity of the communal table and farm fresh eats. Look for a “Today Menu” inspired by seasonal farm veggies, Prager Brothers artisanal breads, herbed popcorns, vegan soups, meat and cheese boards, deconstructed crostini sandwiches like short rib and charred radicchio or gooey Gouda grilled cheese with apples and sage, paired with well-curated beers and wines.
514 South Coast Highway, Oceanside, themillerstable.com
Two years after taking to Kickstarter to become the first certified organic, non-GMO farm in North County, first-generation farmer Luke Girling has grown Cyclops Farms into an integral community player, partnering with schools on young-grower programs where students grow and sell their own crops to local restaurants, supporting zero-waste initiatives, and figuring out ways to eliminate urban food deserts. Last summer, he launched a hyper-local outdoor dinner series with wine and beer pairings, inviting talent from chef-run restaurants like Wrench & Rodent, The Privateer, and Local Tap House to prepare intimate meals on-site.
1448 Avocado Road, Oceanside, cyclopsfarms.com
The Best of North County 2017
Petal to Plate
This month, the City of Carlsbad launches Petal to Plate, a 10-day celebration of flowers and food inspired by the nearby Flower Fields that extends to the area’s hotels and restaurants. The Park Hyatt Aviara Resort is serving a seared Baja striped bass with spring flower blossoms while Chandler’s Restaurant at Cape Rey, a Hilton Resort, will serve a mixed berry hibiscus sorbet. Bistro West Restaurant at West Inn & Suites will be offering a Field Of Dreams Martini made with strawberry vodka, elderflower liqueur, and pomegranate juice, topped with a rose sugar rim. Flower power!
April 20–30, visitcarlsbad.com
With high-end ingredients—like hamachi, apricot mostarda, and pickled daikon—plus house-made potato chips and sandwich spreads, and starters such as shishito peppers and braised octopus, this is not your average deli. A liquor license is coming soon, so you can wash down your Cubano or Turketta with beer or wine; hours will also expand to include breakfast and dinner.
810 North Coast Highway 101, Encinitas, motodeli.com
After building a loyal following for four years, The Privateer Coal Fire Pizza opened a marketplace and wine bar next door last spring, bringing with it an incredible wine program and zero pretense—they even have stand-up comedy on Tuesdays. Come for the reasonably priced flights, stay for the house-made gelato and locally sourced charcuterie. Then come back for monthly meetings of the Oceanside Wine Society (born here) to sample vintages from Napa Valley to Valle de Guadalupe.
1704 South Coast Highway, Oceanside, privateer-marketplace.com
The Best of North County 2017
Butter & Crumbs
Self-taught baker Chloe Stoddard, who counts her Sicilian and Korean grandmothers as cooking muses alongside Julia Child, makes delectable sweets to order from her home kitchen in Oceanside. Stoddard’s most popular items since her June 2016 launch are the Twix cookie, a shortbread cookie topped with softened caramel and salted milk chocolate, and the Coconut Cupcake, a fluffy coconut cake topped with cream cheese icing and toasted coconut flakes. Order treats for a friend or keep them for yourself—no judgment here.
It may be a coffee shop, but Banana Dang is equally popular for its smoothies, all of which contain its namesake fruit. Still need your caffeine fix? Order a “dirty smoothie,” which includes a shot of espresso.
115 South Coast Highway, Oceanside, bananadang.com
The Best of North County 2017
Handel’s
Triple scoops run standard when you order a single flavor at this Handel’s franchise, one of four in the state and the only location in San Diego. More than 50 flavors grace the menu, which changes daily, and all ice creams are made in-store. Flavors in rotation this month include green tea, made with a matcha base, and blueberry cobbler, a vanilla-based ice cream with a blueberry-sauce ribbon and cookie wafers.
90 North Coast Highway 101, Encinitas, facebook.com/handelssd
Since its founding in 2002, Philz has been a Bay Area cult favorite (Mark Zuckerberg served its coffee at his wedding). After opening outposts in DC and LA, Philz brought its sustainably sourced, custom roasted and blended beans to the SD area, where customers sip on made-to-order pour-over brews, like the spring-perfect “Mint Mojito” iced coffee.
1060 South Coast Highway 101, Encinitas, philzcoffee.com
Can’t live without coffee and wine? This is your new spot for liquid courage. Just inside and to the left is the tasting room for Witch Creek Winery; to the right is Sleeping Tiger Coffees, opened by the winery last year. The coffee shop roasts its beans on-site and serves up single-origin pour-overs, cold brew on nitro, and house-made coffee syrups.
2906 Carlsbad Boulevard, Carlsbad, witchcreekwinery.com
The restaurant at Cape Rey Carlsbad serves up potent mai tais and live music at sunset, when guests can lounge by a fire pit and drink in the ocean views. It’s a tasty bit of paradise, complete with Jack Johnson–esque tunes, coastal cuisine, and a beachy vibe.
1 Ponto Road, Carlsbad, chandlerscarlsbad.com
The second in a trio of Carruth Cellars winery projects, this stylish tasting room features roll-up garage doors, cool barrel stacks, a long, elegant tasting bar, and noteworthy single-vineyard wines from grapes sourced in Northern and Central California.
2727 State Street, Carlsbad, carruthcellars.com
CGC is Carlsbad’s first “makers, office, industrial, commercial mixed-use project.” Businesses are selling flowers, offering college planning, teaching Pilates, customizing frames, hosting beer tastings, and more—all under one roof. Go local, go small, go often.
5650 El Camino Real, Carlsbad, carlsbadgatewaycenter.com
New executive chef Josh Richardi (formerly of Rancho Valencia and La Valencia) is in the driver’s seat at Masters, a former 1930s car shop turned comfort food and cocktail haven. The wallet-friendly happy hour features $7 root beer barbecue ribs, carne adovada (chili-braised pork) tacos, or ahi poke, plus $6 classic cocktails by local barman Nick Herda, who whips up tasty old-fashioneds, Moscow mules, and a festive Luau daiquiri with white rum, house vanilla, and pressed lime and orange.
208 South Coast Highway, Oceanside, mastersoceanside.com
Part of the Brewer Igniter project in Carlsbad, this new beer hub is helmed by engineer, beer judge, and 10-plus-year homebrewer Rawley Macias, who is known for his hybrid beer styles with unusual ingredients that bend the rules. He’s also an avid cyclist—hence all of the bike-inspired beer names: The Domestique (blonde ale), The Sprinteur (red ale), The Puncheur (pale ale), The Grimpeur (dark ale), The Clydesdale (IPA), and The Soloist (golden strong ale).
5840 El Camino Real, Carlsbad, rouleurbrewing.com
Tucked into the back of Urge Gastropub in a former bank vault, Oceanside’s newest speakeasy requires reservations, follows a dress code, and serves handcrafted Prohibition-style cocktails in a dimly lit room with vintage decor, a copper penny floor, and no-nonsense bartenders who take their spirits seriously. We suggest their pyrophilic potable, a rum bomb called the Boom Tiki Tiki with local Malahat rum, Appleton Reserve Jamaica rum, Apricot brandy, and fresh tropical juices—all of which is lit on fire and limited to two per person.
2002 South Coast Highway, Oceanside, 101proofoceanside.com
With a wine cellar that boasts more than 1,400 bottles, Tasting Room Del Mar’s vino selection includes several hard-to-find labels from small-production wineries. Join the monthly wine club to get a taste of their collection, 40 percent of which comes from California wineries.
1435 Camino Del Mar, Del Mar, tastingroomdelmar.com
The Best of North County 2017
Burgeon Beer | Photo by Bruce Glassman
This new brewery, the brainchild of three La Costa Canyon graduates, just opened in a warehouse across from McClellan-Palomar Airport and already has a following for its Northeast-style pale ales, Imperial stouts, and Crippler Double IPA. Food trucks visit daily and yoga classes take place on two Sundays a month. Bonus points for friendly beertenders.
6530 Yarrow Drive, Carlsbad, burgeonbeer.com
San Diego’s fastest-growing brewery keeps expanding its suds kingdom. The newly minted tavern is a revamped Vista bank with 70 beers on tap, a private wine room set in a bank vault, a dog-friendly beer garden with fire pits, and hearty dining—including Cubanos, sausage sandwiches, pot pies, flatbreads, and pork chops—to soak up those strong stouts and IPAs. There’s even beer in the dessert—order one of their famed Belching Beaver Beer Floats, like their Milk and Cookies, a milk stout with cookie dough ice cream and a chocolate chip cookie.
302 East Broadway, Vista, belchingbeaver.com
The Best of North County 2017
Milagro Farm Winery | Photo by Jim Sullivan
Following a major renovation last fall, Milagro has debuted a chic new look plus a partnership with Whisknladle Hospitality (the team behind Prepkitchen, Catania, and the eponymous Whisknladle). The makeover includes a tasting room with classic board games and outdoor areas for the whole family—babies and fur babies included. They also host olive oil tastings and just introduced a food truck into the mix. With its setting on 110 bucolic acres in Ramona, the winery makes for a serene day trip less than an hour from downtown.
18750 Littlepage Road, Ramona, milagrowinery.com
At Campfire, the same techniques of cooking over an open flame are used when mixing drinks. Order off the “from the fire” section of their cocktail list for unique flavors like grilled purple sweet potato, charred parsnips, ember-grilled quince, roasted beets, and smoked apple.
2725 State Street, Carlsbad, thisiscampfire.com
New to Fairbanks is César, San Diego’s incarnation of the well-loved Berkeley restaurant. Owned by husband-wife duo Richard Mazzera and Terumi Shibata-Mazzera, this temple of tapas draws from Richard’s past at Chez Panisse, meaning farm-to-fork is the name of the game. Not to be missed is the paella for two, the rotating list of tapas, and the bar manager’s creative cocktails.
16089 San Dieguito Road, Rancho Santa Fe, cesartapas.com
The Best of North County 2017
Baba Coffee | Photo by Sabrina Roulades
In the morning, there’s a menu typical of top-notch coffee houses, with everything from avocado toast to acai bowls (with North County favorites such as VG Donuts, Prager Brothers bread, and Pannikin coffee). But from 4 to 6 p.m., Baba takes it a step further with $1 off craft beers, including local favorites like Mason and Modern Times.
2727 State Street, Carlsbad, babacoffee.com
By Anastacia Grenda
The Best of North County 2017
The Crack Shack Encinitas | Photo: Paul Body
For years, when I wanted to check out the hottest new restaurant in Little Italy or North Park it was a production—navigating freeways at rush hour, hunting for parking, and wolfing down dinner so I could get home before paying the sitter overtime. But now a night out is as simple as a five-minute surface-street drive, with the city’s buzziest restaurants opening North County outposts.
In 2011, Urban Solace opened a sister restaurant, Solace & the Moonlight Lounge, in Encinitas, and the Gaslamp’s Searsucker birthed Burlap at Carmel Valley’s Del Mar Highlands Town Center. They were followed by Davanti Enoteca (first in Little Italy) and Snooze, an A.M. Eatery (from Hillcrest), both at Del Mar Highlands; Cucina Enoteca, a Cucina Urbana offshoot, at Del Mar’s Flower Hill Promenade; and Napizza (from Little Italy) in 4S Ranch and, soon, Encinitas. The trend is hotter than ever at the Encinitas locations of The Taco Stand, The Crack Shack, and Breakfast Republic, where lines are out the door.
Not every transplant took root—Carnitas’ Snack Shack and Solace’s Sea & Smoke closed, and Burlap rebranded as Searsucker—but the North County migration is still hot. Coming soon to a North County neighborhood near you: Waypoint Public and Piacere Mio (Del Sur Town Center), Grater Grilled Cheese (Del Mar Highlands), and an offshoot of Buona Forchetta (Encinitas).
The Best of North County 2017
After more than a decade of public political battles and a brief closure, the first golf course in San Diego County reopened last year, rolling out major overhauls to its driving range, pro shop, bar and lounge, and irrigation system, plus a massive retrofit for reclaimed water. Under the leadership of golf legend (and Oceanside local) John Ashworth, who acquired the land in 2012 when its dirt fairways were good for little more than nostalgia, the public course’s ocean views, relaxed vibe, and welcoming attitude attract families and pros alike because it respects the neighborhood’s history, right down to its slogan: “World class. Working class.”
2323 Goat Hill Drive, Oceanside, goathillpark.com
Practice uppercuts and jabs with a pro at this Carlsbad facility, which has nine kickboxing stations available at your convenience with no set class times. Under the watchful eye of a trainer, 9Round’s 30-minute circuit renders your “lack of time” excuse null and void. And with new routines daily, this innovative boxing program is also ideal for those prone to fitness fatigue.
6994 El Camino Real, Carlsbad, 9round.com
This is not your granny’s step aerobics. The new Firestarter Class at the Carlsbad Equinox enlists a bench and your own body weight for a high-intensity interval training class that features brief but challenging pushes intermixed with strength training segments. It’ll light a fire under those who’ve hit that dreaded plateau.
7710 El Camino Real, Carlsbad, equinox.com
The resort’s Forbes Five-Star spa has launched its new Wellbeing Retreats, a four-part mindfulness series led by brain researcher Jim Cahill. Mind-body topics include dreaming yoga and lucid dreaming, the neuroscience of emotional balance, painless habit change, biofeedback and psychophysiology, and more. In conjunction, the spa’s new signature treatment—Fundamentals of Wellbeing—is a bespoke therapy based on an in-depth wellness consultation and may include various modalities like herbal reflexology, aroma rejuvenation, hydrotherapies, and connective tissue massage.
5300 Grand Del Mar Court, Carmel Valley, fairmont.com
The Best of North County 2017
Vital
Roll-up doors, a cedar-planked exterior, warehouse-high ceilings with night-sky lighting, and a floating yoga studio and loft overlooking hundreds of bouldering routes: Meet the stunning new Vital gym on South Coast Highway. The 24-hour facility far surpasses everything in the area in terms of size, aesthetic, and amenities, including shoe rentals, yoga classes (everything from vinyasa to acro), a kitchen and café, weight area, slack line, and—most importantly—community.
525 South Coast Highway, Oceanside, vitalclimbinggym.com
The Best of North County 2017
Los Angeles interior design maestro Barclay Butera has superbly reimagined the seaside hotel’s 121 rooms and suites with nature-inspired colors: ocean blues, sea-glass greens, and soft tan hues. Layered details include infused damask prints, patterned wall coverings, handsome stripe-style carpeting, oversized blue-green accent pillows, and custom bedding. Modern beach flair at its finest.
1540 Camino Del Mar, Del Mar, laubergedelmar.com
The Best of North County 2017
Sea + Wander | Photo by Becca Batista
Owner Maria Thornton brings her Manhattan style to Cardiff, with this new storefront that stocks women’s, kids’, and baby clothes in effortless styles, plus darling giftables. Thornton’s great taste and mix of East and West Coast brands make time management a little easier for busy moms on the go.
154 Aberdeen Drive, Cardiff-by-the-Sea, sea-and-wander.com
Expect a handwritten thank-you note if you give a gift from this surprising strip mall store that has NoCo moms buzzing. Choose from polished heart-shaped stones, goat milk skin-care products, soy wax candles in scents like jasmine bamboo, Billabong tops and sweaters, and more. Plus, there’s a treasure-filled kids’ section in back with mini aviator glasses, stuffed animals, art supplies, and whimsical hair accessories.
123 North El Camino Real, Encinitashellogiftboutique
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This family-run skateboard company started in a Leucadia garage with brothers Josh (16) and Robby (20) learning woodworking from their uncle Don. Their artful handcrafted boards have surf-inspired shapes and natural color palettes via hand-cut wood veneers (no stains, no paint). Buy ’em at McGills, Hansen’s, and Concept Surf, or custom-design your board online.
The Best of North County 2017
Sanford Shapes
Every second Wednesday from 5 to 8 p.m., businesses along South Coast Highway between The Privateer Coal Fire Pizza and Urge Gastropub stay open for locals to mingle during this free event. Stores offer samplings, treats, and promos, while restaurants and coffee shops dole out discounts and specials. Walkers can also enjoy live entertainment.
South Coast Highway between Whaley Street and Vista Way, South Oceanside, facebook.com/southowalkabout
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For the latest in micro fashion, head to this posh new boutique in Flower Hill Promenade. It’s helmed by Andrea Van de Vort; her namesake women’s boutique is located in the same plaza. Look for hip brands like Mad about Mini and the locally designed Rylee and Cru. Your little mini will be the best-dressed kid on the block.
2710 Via de la Valle, Del Mar, shopminimarket.com
The under-the-radar and unpretentious Cape Rey Carlsbad hotel is a hidden gem—a stone’s throw from the beach, with a full-service day spa to boot. Its Signature Ultimate Renewal Facial combines red-light therapy and microcurrent technology, which work wonders on fine lines, acne, and sun spots. At 80 minutes, it’s pure indulgence followed by fresh, dewy skin.
1 Ponto Road, Carlsbad, oceancrestspa.com
This all-natural skin care and cosmetics line started in South Korea and has now grown into an international brand with owners based in San Marcos. SMD’s products are backed by formulas that are 10 to 15 years ahead of the competition. Inhyunjin is the top-selling anti-aging line, but it’s the Saromae Quintessential Snail Serum Concentrate that SMD can’t keep in stock due to its ability to repair and brighten skin.
The Best of North County 2017
Pure Blowout and Color Bar
This friendly blowout bar, owned by local Jamie Deberry, is a bright and airy addition to The Lumberyard scene. Pure’s color bar adds a new twist, so patrons can touch up those pesky grays or try a new shade. The salon also offers memberships like “The Addict,” which includes four blowouts, one deep condition, and more for $120 per month.
1031 South Coast Highway 101, Encinitas, pureblowoutbar.com
This once members-only spa at the Four Seasons Residence Club Aviara is now open to the public. The new spa menu includes a French green clay and seaweed detox wrap that begins with a gentle body brushing before your body is coated in a clay mask and wrapped in warm towels for the mineral-rich formula to work its magic. To top if off, there’s a nap-inducing head and scalp massage.
7210 Blue Heron Place, Carlsbad, fourseasons.com/northsandiego
The Best of North County 2017
When floral designers Rachael Ann Lunghi, owner of Lace and Likes and Siren Floral Co., and Kasia Mikulska, owner of Plenty of Petals, founded their new workspace, they knew they wanted to share it with others. They will be using the 1,600-square foot space for collaborative projects with other creatives and holding floral-related workshops.
5631 Palmer Way, Carlsbad, theromantikstudio.com
The Best of North County 2017
The Romantik Studio
Last June, the La Costa–area library reopened after an $11.6-million remodel (which included its sister institution, the Georgina Cole Library). The result: an airy, contemporary look, upgraded technology, and improvements to the Ruby G. Schulman Auditorium, which is home to concerts, film screenings, and author talks. A new café will open soon, with courtyard seating and the William D. Cannon Art Gallery.
1775 Dove Lane, Carlsbad, carlsbadca.gov
Journalist, adventurer, Surf Diva instructor, and Solana Beach resident Shelby Stanger interviews people who push the limits, like surfer and shark attack survivor Bethany Hamilton and Dean Karnazes, who quit his corporate job and became an ultramarathoner. Fresh and intriguing, Stanger’s podcasts empower listeners to shake the mundane and chase their own wild idea.
A “non-networking network” that brings together female creatives, entrepreneurs, and businesswomen, the Leucadia-based Boss Babe Brunch Club launched last August under the guiding principle that “empowered women empower women.” And that’s exactly what cofounders Alisha Ochoa (North County) and Brandi Daniels (Los Angeles) do, through ticketed workshops and social events ranging from yoga and meditation to goal-setting seminars with Tony Robbins’s team.
The Best of North County 2017
Monthly Wine Dinner at Cyclops Farms
New editor Emma Veidt gives an introduction and her ode to the once-sleepy, now slept-on North County
I am fairly sure they don’t let you graduate from Carlsbad High School without a W-2 from Legoland. Being a Legoland MC (Model Citizen, the employee’s moniker) is a rite of passage for all of us who grew up in North County. If you spent a day at the theme park in the 2010s, I probably pointed you toward the Granny Apple Fries or measured your height at a ride entrance.
And now we meet again. I can still point you to quality fries.
This is my first full issue as the new print editor for San Diego Magazine. But it’s not my first time here: I was an editorial intern for these pages back in 2018 (see photo). To be a part of a constant study of the city, its people, its culture, then finding the most compelling stories and bringing them to life—it was incredibly impactful and solidified my decision to pursue all of this (local, print magazine journalism) as a career. Since my internship, I’ve gotten my bachelor’s and master’s degrees from the Missouri School of Journalism and worked for nearly five years at Backpacker magazine. And I’m back at San Diego Magazine, baby. There’s a real magic to narrating the lives lived and dreams dreamt in the place that built me. I am excited to be a part of building the culture of where I’m from. And, born in Tri-City Medical Center and raised in Carlsbad, I can’t think of any other place than our North County issue for me to make my grand entrance as an editor.

To me, North County isn’t just where I’m from; it’s home. Throughout the years, I have run thousands of miles (I did the math) up and down the 101 between Oceanside and Cardiff. I’ve spent thousands of dollars (an estimation, too painful to do the actual math) on BRCs—beans, rice, and cheese burritos—from Lola’s, Juanita’s, and the late, great Pollos Maria.
The stretch of land between Camp Pendleton and the 56 is easy to love. We’re quieter and a little more zenned out than our lower-latitude neighbors, sure, but we’re neither sleepy nor boring.
Do you think Scrojo, the Belly Up’s punked-out poster artist featured on page 68, could last a day somewhere boring?
What I’ve always loved about North County is that the culture shifts every couple of miles as you reach a new town. For years, the media seemed to cast the realm above the merge as a two-toned monolith: sleepy surf towns to the west, suburbs and country living to the east. The nuance of each section seemed flattened or clumped. I think you’ll see the vastly different cultures of North County in this issue—but all distinctly San Diego. Which is to say a little mellower, fewer airs, come as you are.
It’s hard to imagine that the dusty trails and vibrant, muraled alleyways of Escondido are just miles from the barefoot surfers roaming Leucadia. Even though the SDM editorial staff is made up of two lifelong locals and other longtime residents, we don’t pretend to be the experts on every street. What a good city media company does is find the people who are experts, who have a unique hyper-local perspective—and give them the stage.
So we picked six North County neighborhoods—Oceanside, Vista, San Marcos, Leucadia, Rancho Santa Fe, and Escondido—and reached out to artists, community leaders, business owners, anyone making their neighborhood brighter, and we had them describe their perfect day out and favorite things that give their neighborhoods meaning and culture. These itinerary curators included San Marcos’ Patricia Prado-Olmos, Leucadia’s Jeff Schade, Oceanside’s Aaron Crossland, Escondido’s Suzanne Nicolaisen, Rancho Santa Fe’s Charo Garcia-Acevedo, and Vista’s Steve Glaudini. If there’s anyone who lives and breathes North County, it’s them. Check out their recommendations in our feature on page 56.
This month, we’re also going back in time almost 15 years to the Big Bay Boom. Yes, that meme-ified Fourth of July fireworks show where enough pyrotechnics for a 17-minute show went off at once over San Diego Bay. Content Chief Troy Johnson remembers the day and dug back through the story for a hilarious locals’ take on the big debate: Was it the worst fireworks show of all time, or the greatest? (Page 38.)
Before I leave you to our hard work, a sentimental note. When my parents moved from St. Louis to San Diego in the early ’90s, my mom subscribed to San Diego Magazine to learn about her new neighborhood. Now, over three decades later, I’m here—on this planet and in these pages. I thought about my parents a lot as we worked on this issue. Maybe there are a couple new San Diegans reading this magazine for the first time. Maybe that’s you.
Well then, to both of us, I say, “Welcome.” Let’s do this.
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.
Eighteen seconds, one unforgettable mistake, and a Fourth of July story that somehow gets better with age
There’s a famous video.
“This is insane!” the guy filming it seems to proclaim. “It’s the best fireworks show ever!” a companion confirms, inspiring a debate lasting over a decade.
All told, 7,000 fireworks exploded in the span of 25 seconds over San Diego Bay on July 4, 2012. A Michael Bay amount of unison. $125,000 worth of shells, cakes, Roman candles, and skyrockets had been placed on a barge—enough for 17 minutes of decorative sky flares—and…
Boom.
The sky looked like someone had set a giant Rorschach test on fire. Or as if whatever we all see in our Rorschachs—butterflies, clowns, tongue kissing, dads—was being electrocuted and lifted heavenward, amen. It was shocking how bright it was, how much it sizzled the local cosmos. Could’ve been one of those sci-fi films where a hole is ripped open between warring universes. But angstier, more metal—the work of some methy creator in a sleeveless concert tee.
The sound?
Lou Reed once released an entire album that contained 64 minutes of mindflaying guitar screeches and machine noises. No regular songs, just a fascinating amount of ear distress. His record label reps no doubt heard the melodic outro of their careers, but everyone else was in pain and stumped. That album still sounded better than the bay did that night. The bay sounded like a god who struggled with emotional regulation had blown his speakers and was working through the anger stage of AV grief.
In the left frame of the video, a middle-aged woman is attempting to drag her husband off by the hand. In no way does he want to go, possibly because he had missed the time Roseanne Barr sung the national anthem at a Padres game, simultaneously disemboweling and amusing America through the power of song. He would not willingly abandon an equally worthy San Diego trainwreck.
Another woman in the video appears to have just filled her beer, rushing to sit down for the show. She pauses mid-sit and returns to the full and upright position to properly bear witness. What was supposed to be prolonged entertainment has been so radically shortened that she will have to find another reason to drink. Lucky for her, drinking will be the only way to adequately process.
Locals remember the conspiracy theories. People wondered if the fuses had been tripped by a saboteur who was sympathetic to dogs, fish, or the growing suspicion that late-stage capitalism is a gorgeously branded but impossible dream sustained by remarkably efficient top-tier wealth retention and the soft compliance of fireworks-watchers who can no longer afford a house, a beer, or the personal impacts of human reproduction.
Speaking of being terrified of babies, babies were terrified. The children who witnessed it probably still can’t go near a candle store. But those kids will be tougher, perfectly scarred kids. They’ll write better songs.
That night helped us absolutely dominate the national news cycle. For a hot minute, we became America’s water-skiing squirrel. Now, years later, when you Google “fireworks gone wrong,” San Diego is always a top contender, along with that poor Nebraska family who nearly wiped out a couple generations in their front yard, their minivan somehow turning into a howitzer of recreational TNT.
There is still debate as to whether Big Bay Boom 2012 is the worst or greatest fireworks show of all time. But the advanced parts of civilization arrived at the truth as quickly as the women in the video did. It was undeniably amazing.
First of all, the point of Fourth of July fireworks isn’t “the intricate choreography of sky fire over a guaranteed amount of show time.” It’s about creating a vivid memory shared with some people you like, love, or would like to love.
BBB2012 used large-scale chemical fire to create the ultimate memory.
Sure, some people who iron their jeans subjected their family to a sermon about how San Diego managed to botch America’s birthday like a Disney princess-for-hire who smelled of quite a few Sauvignons.
The rest of us saw how perfectly it nailed the actual feeling of being an American. Because only a miniscule percentage of us bake postcard apple pies where every inch of crust is perfectly laminated like the wood in an Irish bar. Very few of us can paint on par with Picasso. The rest of us—despite truly believing in our America-activated abilities to achieve greatness in almost any field of our choosing—burn pies. We try to paint only to realize it looks like our fine motor skills have entered active death.
That’s why BBB2012 was the most perfectly American fireworks show ever: A wildly ambitious idea galvanized thousands upon thousands of people to both work on it and come to hold a beer and gawk at it, only to have it fail in the most glorious TMZ-level spectacle.
America isn’t about immaculate, storyless wins. It’s about how the framework of a country is solid enough that we can accidentally detonate our entire lives—a few times—and still probably be OK.
No one has America’d quite like San Diego did on that day. It was performance art. Lou Reed’s heart slow-clapped. Any brief municipal embarrassment quickly became a pride of our people. I can only hope the same for the Nebraskan yard family whose Dodge Aerostar became a hyperactive Death Star.
P.S. Local writer Maya Kroth compiled a quite great oral history of that night for Thrillist. The bottom lines for me were—it took nine months to prepare, no one was hurt, and even though the pyrotechnics company tried to zero out the bill, Big Bay Boom founder H. P. “Sandy” Purdon refused and paid them in full. This year will mark the 25th Anniversary of the yearly Big Bay Boom.
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.
From surprise revivals to changing dining habits, these are the shifts redefining the local culinary landscape
If absence makes hearts (and stomachs) grow fonder, then shuttered restaurants quickly become the hottest tickets in town—something a number of iconic institutions found out after taking very public hiatuses after historically long runs. For instance, following a lengthy (and extremely flip-floppy) closing process after 92 years in business, Las Cuatro Milpas reopened two blocks away in Mercado del Barrio. Similarly, Carlsbad butcher shop Tip Top Meats reopened in the same location (albeit a smaller space) after the death of founder Joachim “Big John” Haedrich in 2023. Finally, after a whopping decade out of business, Sami Ladeki and chef Alfie Szeprethy brought back Roppongi to its original Prospect Street space, where it was the talk of the town in the late ’90s. All came back under the same proprietors, so they weren’t third-party nostalgia-licensing deals. The algorithm may have ravaged our attention spans away from all but the newest and shiniest, but this proves there’s still hope for our collective prefrontal cortex.
Other local eateries honored their pasts by bringing in new perspectives. The Lion’s Share in Embarcadero, Milton’s Deli in Del Mar, Dudley’s Bakery in Santa Ysabel, and J-K’s Greek Cafe in La Mesa handed over the keys to new owners willing to take on a big task: maintain the soul of icons through particularly rough economic circumstances for restaurants, navigate big feelings from longtime regulars (who often don’t take kindly to change), and make some necessary changes to keep going for another few decades. Taking over a project in process can be a lot harder than starting from scratch. But building that feel-good nostalgia doesn’t happen overnight, so it sure helps to have a well-established playbook of success passed down from those who came before.

It wasn’t just restaurant groups from Los Angeles that decided to put down roots en masse, although San Diego saw plenty of LA transplants recently (Sugarfish, Mr. Charlie’s, For the Win, Katsuya Ko, Bacari). Global brands like Chef Fei, Zuma, and Pepper Lunch have locations of their own on the way, and upscale Canadian eatery Joey joined to the inescapable gravitational pull of Westfield UTC’s culinary cosmos for its first spot in America’s Finest City. Good to see the rest of the world is catching up with what we’ve been seeing the last few years—San Diego is a dining destination already on the rise.
Between the never-ending news cycle of doom and perimenopause brain fog, I’m at the stage in life where I’m more than happy to let someone else make a decision for me, especially when it comes to what’s for dinner. And based on the way a lot of menus look right now, I’m not alone. It seems like half the places I visit offer some version of a prix fixe, omakase, or tasting menu. Restaurants are embracing the curated experience to solve the problem of affordability (a fixed menu reduces food and labor costs, guarantees an acceptable check average, etc.) and critical thinking in one fell swoop. Omakase (meaning “I leave it up to you”) is far from a new concept in high-end Japanese sushi culture, but now that it’s popping up everywhere from coffee experiences to grab-and-go sushi and sandwiches, it’s gone from somewhat niche to nearly omnipresent.

The world got an up-close look at San Diego’s coffee industry when we hosted the premier specialty coffee expo World of Coffee for the first time this April. San Diego’s long and rich coffee history stretches back to the late 19th century. Things percolated fairly quietly for around a century before really picking up steam. Today, there are nearly 200 specialty roasters and cafes across the county, with many earning national accolades like the Good Food Award (Steady State Roasting, 2020; Bird Rock Coffee Roasters, 2023, 2021, 2019, 2017, 2016), Roaster of the Year by Roast Magazine (Mostra Coffee, 2020; Bird Rock Coffee Roasters, 2012), and the Specialty Coffee Association Coffee Design Award for packaging (Rikka Fika, 2026). Now that we’ve moved past the comically insufferable coffee snob era of the early 2000s, even java newbies can feel comfortable walking into pretty much any coffee shop in San Diego, asking questions, trying a few things, and feeling confident they’re going to get great service and a great beverage.
Beth Demmon is an award-winning writer and podcaster whose work regularly appears in national outlets and San Diego Magazine. Her first book, The Beer Lover's Guide to Cider, is now available. Find out more on bethdemmon.com.
Tips from the trusted experts at Mauzy Cooling, Heating, Plumbing, and Electrical
San Diego summers can be brutal. But since the hottest period is typically late summer into early fall, San Diegans still have time to prepare. The pros at Mauzy Cooling, Heating, Plumbing, and Electrical are standing by to help homeowners fortify their homes against the elements and ensure their air conditioning is as frosty as the penguins that serve as the company’s mascots.
Many homeowners underestimate the load their AC system faces, especially in the inland valleys where temperatures regularly top 100 degrees. San Diego regularly sees multi-day heatwaves each summer, and a system that struggles on the first day will likely fail by the third. Longer run times, unusual sounds or smells, and uneven cooling from room to room are all signs that your system may not survive the next hot spell.
Systems typically last 12 to 17 years, but there are exceptions. If a system is approaching that, or is already there, a professional evaluation is recommended before summer really heats up. A good rule of thumb: If you can’t remember when your system was last serviced, it’s due.
“As technology changes, systems become smarter and smarter,” says Sean O’Connor, an install manager at Mauzy with 42 years of experience. “There are a lot of people out there who will say a system’s only good for 10 years. I don’t buy that—these systems are built to last as long as they’re taken care of.”
There are also a few steps homeowners can take between services to extend the life of their system. Regularly changing a dirty filter—especially if you have kids or pets—and keeping an outdoor unit clean can help head off problems in the future, says O’Connor.
Also, be realistic about whether it’s time to replace a unit. O’Connor likens pouring money into salvaging a faulty unit with patchwork repairs and replacement parts to “tripping over a dollar to pick up a dime.” When one part fails, others are sure to follow, and newer parts may not be compatible with older units. Mauzy recommends homeowners use the 50% rule: If a repair costs more than 50% of the system’s replacement value, and the equipment is over 10 years old, replacement is usually the better long-term value. And don’t forget the ducting. An older house that was built with heat and later had air conditioning added may not have sufficient airflow, regardless of how good the system is.
Last but not least, homeowners should know who to trust when it comes to their homes. Built on three generations of professional integrity, Mauzy has grown into not just a leader for cooling, heating, plumbing, and electrical services, but a leader in the community known for supporting local nonprofits across an array of causes. To ensure complete peace of mind, Mauzy stands behind a comprehensive 12-point guarantee that outlines its commitment to outstanding service, quality equipment, expert technicians who understand how the local microclimates affect HVAC performance, and no upsells or surprises on the bill.
“We go the extra mile. That’s what sets us apart,” O’Connor says. To get a free quote today, visit mauzy.com.

Jeff Russell traded dreams of SNL for bee rescues, building a social media following of more than 4 million people along the way
The Groundlings improv theater has churned out world-famous comedic talents like Will Ferrell and Maya Rudolph. And in San Diego, a former Groundling has used that training to campaign for a higher power. The power to protect bees.
“The goal was to try and get on SNL,” says Jeff Russell of his time in the improv troupe. “[But now], I have an audience, and I get to crack jokes and be silly and entertain and educate.”
That audience? The over 4 million people who follow Mr. and Mrs. Bee Rescue in the socialmediaverse. Jeff and his wife, Julie, operate the business, which means they remove unwelcome bees without harming them and rehome them to apiaries throughout the county. Their social media is a hub of videos of Jeff peeling open car trunks, flooring, barbecues—any cozy spot for a bee to set up shop—and using smoke to coax them out of the hive (sometimes working sans gloves or protective gear).
Bees in a hive will follow their queen, so finding and moving her helps speed along the relocation process. It’s “a really hard game of Where’s Waldo,” Julie says. But there’s a secret to it: “If the bees start running completely in some random opposite direction in a hurry, then we know that the queen is probably that direction,” says Jeff. Their social videos document this process in a way that turns a reasonable nightmare (being swarmed by bees) into a form of entertainment and advocacy. The Russells spread the apian gospel, sharing why relocating bees is the only option to consider.
Since the 1960s, bee populations across the US have shrunk drastically for a slew of reasons—habitat loss (postwar industrialization led to fewer farms and crops), climate change (petulant temps affect blooming schedules), and pesticides (when used improperly, they can be toxic for bees).
Bees are also responsible for up to 75 percent of all flowering plants; 35 percent of food crops rely on animal pollinators to reproduce. So, basically, we’d be living in a flowerless world fueled by a diet of wind-pollinated oats and Red Dye 40 without them.
Jeff and Julie met on Tinder in 2016. “It would have been more appropriate if we met on Bumble,” Julie says. A photographer and graphic designer, she had no experience in a swarm of stingers before 2018. When Jeff broke his back surfing, she had no choice but to step in. Later, when she was laid off from her job in 2020, she focused on growing Mr. and Mrs. Bee Removal’s social media accounts. That’s when their business took off. These videos work. People are learning.
“Quite a lot of my customers were [initially] like, ‘Why don’t we just kill?’” Jeff says. “Now, the vast majority are like, ‘You take them alive, don’t you?’”
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.
Jordan Glazier's Wildfire Systems is reinventing loyalty rewards for some of the world's biggest brands
You visit your favorite ancient Egyptian merchant, and as you’re buying some papyrus to hieroglyph your way to the 3000 B.C. version of a Pulitzer, he slips you a special token as a thank you for being so loyal. It’s the least he can do for keeping him in business, and you can use that reward to barter for anything you want—like beer.
A few thousand years later, those tokens would evolve to copper coins that American retailers handed out so you could spend. The Sperry & Hutchinson company introduced its groundbreaking “Green Stamps” program in the late 1800s. Today, your sandwich shop’s loyalty card is one hole punch away from giving you a free sub. And you’ve surely justified some extravagant purchases in the name of airline miles.
Point is: Free stuff has always been a compelling way to earn human loyalty. And with his Solana Beach–based company Wildfire Systems, Jordan Glazier has built one of the city’s biggest tech companies by modernizing that simple, ancient idea.
“Being able to save money when you shop is nice to have when times are good,” Glazier says. “When you have periods of inflation or financial stress, that nice-to-have becomes a must-have.”
He launched Wildfire in 2017. It’s essentially a white-label platform that builds and operates programs for enterprise brands across most industries—from banking (Visa, Citi) to travel (TravelArrow) to fintech (Sezzle, Acorns), to rewards (Shop Your Way, KashKick), you name it. Customers of, say, RBC (also a client), can install a browser extension or enable a feature on a mobile app that activates savings and cashback offers. Wildfire has now spent three straight years on Inc. 5000’s list of the fastest-growing private companies.
Glazier’s no stranger to scaling new ideas. As one of the early executives at eBay, he built and ran the consumer electronics, computer, and industrial equipment verticals. Later he turned San Diego tech company Eventful into the world’s largest online calendar and events discovery platform (CBS acquired it in 2014).
“Part of being an entrepreneur is building things and solving for things that haven’t been solved before,” he says.
It’s a lesson he learned early on. His grandparents started a women’s clothing manufacturing company in Chicago in the 1910s, and it remained a family business for over seven decades. Preteen Glazier would punch in as a stock boy and sit with the sales team making phone calls.
“That was my very first paycheck,” he says with a smile.
Now he and his own team of 70 have grown Wildfire’s revenue 721 percent over the past three years.
“I want to make sure we are building a business that’s built to last,” he says. “We are eight years in, and I feel like we’re just getting started.”
Glazier named the company because of how people recommend products and services to each other. Great shirt, where’d you get it? Anyone know of a good sushi spot? “Word of mouth,” he says, “spreads like wildfire.”
San Diego’s tech industry seems to come and go. There were predictions that the post-pandemic, remote work world would see all luminous brains migrating south to our famous clime, but that has been only partially the case. As tides turn, big names like Glazier’s hold anchor.
“San Diego is such a great place to live and to build a business,” he says. “I always feel sorry for people who don’t live here.”
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.
Discover San Diego’s Top Lawyers — the region’s most trusted legal professionals across diverse practice areas.
Daniel A. Kaplan is a founding partner of Panakos LLP with more than three decades of civil litigation experience in both state and federal courts. Mr. Kaplan pursues and defends legal claims on behalf of companies, entrepreneurs, and business owners in high-stakes disputes. He focuses on business disputes including breach of contract, unfair competition, trade secret theft, securities disputes, fraud/misrepresentations, and employment matters.
“The best advocacy combines preparation, perspective, and a client relationship built on trust and candor.” — Daniel A. Kaplan
His clients include real estate investors, private and public corporations, and individuals seeking sophisticated legal counsel. Known for practical judgment and strategic advocacy, he works closely with an experienced and diverse legal team to protect, enforce, and defend his clients’ interests.
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