Wildsam

Digital Guides

Southern California Coast

Santa Monica Pier | Renis Kaspars

Updated

23 May 2025

    San Diego and the SoCal coast are wild and generous: Surf breaks at sunrise, tacos at midnight, backyard creatives, border-town flavors. It’s a place that welcomes you, then hands you a wetsuit.

    PRESENTED BY
    Vuori

    Intel

    Events

    FEB Lunar New Year

    May Carlsbad Village Street Faire

    JULY CVBA Beach Volleyball


    New Landmark

    Rady Shell at Jacobs Park, Bayside concert venue shaped like a seashell; home to the symphony and waterfront sunsets

    Culture

    Chicano Park – Outdoor mural museum under freeway overpasses


    Book

    The House of Broken Angels by Luis Alberto Urrea - Sprawling, funny, border-blurred family epic set in San Diego.


    Memento

    Board from Clairemont Surf Shop or Slappy's Garage.

    Telling Stats

    70
    Miles of coastline, from Mexico to Camp Pendleton and San Onofre State Beach

    5000+

    Small farms in San Diego County, the most of any U.S. county

    $3.97B
    Estimated value of global surf equipment industry, 2021

    Our Guide

    One-Day Itinerary

    6:30 AM

    Catch dawn patrol at Tourmaline Park in PB.


    8:00 AM

    Breakfast burrito and cold brew from Taco Surf PB.


    9:30 AM

    Cruise south to Barrio Logan. Grab a coffee at Por Vida and wander the murals at Chicano Park.

    11:00 AM

    Lunch at Las Cuatro Milpas. Handmade tortillas, beans, rice, and a line that moves fast.


    12:30 PM

    Stroll the tidepools at Cabrillo National Monument. Sea anemones, starfish and bluffs for miles.


    2:00 PM

    Head north to Cedros Avenue in Solana Beach. Browse records, midcentury antiques, and surf art.

    4:00 PM

    Check into Campfire in Carlsbad. Open fire cooking in a modern-rustic tented space.


    6:30 PM

    Tasting menu dinner at award-winning Jeune et Jolie. Don’t skip the natural wine list and consider going vegetarian.


    9:00 PM

    Drinks at Raised by Wolves. Hidden inside a liquor store at the UTC mall, with a spinning fireplace entrance.


    10:00 PM

    Catch a late set at The Casbah. Tiny stage, sticky floors, and whichever band is next to break out.

    Celebrating A Decade Of Vuori

    In 2015, Vuori set out with a simple yet powerful vision: build a brand that reflected three core values—connection, balance and the pursuit of an extraordinary life. It's a company obsessed over fabrics, intentional designs, and community roots. It was never just about the clothes. A decade later, that’s still the case.

    Shop VuoriShop Vuori
    Wildsam

    Bests


    Food

    Jeune et Jolie

    2659 State St, Carlsbad, CA

    Michelin-starred French-Californian tasting menu, chic without the ego.

    Stardust Donut Shop

    698 CA-75, Imperial Beach

    Cash-only, open when they feel like it, and donuts that taste like summer break.

    Swami’s Cafe

    1163 S Coast Hwy 101, Encinitas

    Hippie-adjacent breakfast spot where surfers and yogis fuel up post-sesh.

    Wayfair Bread and Pastry

    634 Pearl St, La Jolla

    Wild sourdoughs and laminated pastries, baked with intention.

    El Pescador Fish Market

    320 Sunset Ave, Venice

    LA’s cult deli. Smoked fish, seeded rye, and pastries that feel like an edible Wes Anderson set.

    Gjusta

    320 Sunset Ave, Venice

    LA’s cult deli. Smoked fish, seeded rye, and pastries that feel like an edible Wes Anderson set.

    Ambroogio15

    926 Turquoise St, San Diego

    Milan-style pizza by way of the beach. Thin crust, big flavor.

    Flor De Maiz

    29 E Cabrillo Blvd, Santa Barbara

    Oaxacan-driven dishes that lean into mezcal and color.

    Wildsam
    Wildsam
    Flor De Maiz (2)

    Coffee

    Dark Horse Coffee

    3260 Adams Ave, San Diego

    Tiny shop, big cold brew energy, and vegan donuts.

    Flower Pot Cafe

    7350 Fay Ave, La Jolla

    A cozy café offering in-house roasted coffee, organic meals, daily pastries, and hosting live music events.

    Ironsmith

    458 S Coast Hwy 101, Encinitas

    A micro-roaster offering carefully crafted brews just steps from the beach.

    Communal Coffee

    2335 University Ave, San Diego

    Coffee, flowers, and regularly packed with the city’s most interesting makers.

    Lucky Llama

    510 N Coast Hwy 101, Encinitas

    Outdoor patio, local art, acai bowls and surfboards out front.

    Blue Whale

    5628 La Jolla Blvd, La Jolla

    A community-forward café with clean design, house-roasted beans, and a small menu of thoughtful bites. The lavender latte is the neighborhood favorite.

    Addis

    3647 El Cajon Blvd, City Heights

    Ethiopian coffee and spices in a humble café with warm heart.

    Wildsam
    Wildsam
    Dark Horse Coffee (2)

    Drink

    False Idol

    675 W Beech St, San Diego

    Hidden tiki bar with flames, smoke, and a thatched-roof altar.

    Pure Brewing

    2867 El Cajon Blvd, San Diego

    Local, organic brewery with an indoor-outdoor North Park tasting room.

    Mujeris Brew House

    1983 Julian Ave, San Diego

    Latina-owned brewery that’s as much a community hub as a taproom.

    Only the Wild Ones

    1201 Abbot Kinney Blvd, Venice, Los Angeles

    Wine bar with natural pours and a curated vinyl collection.

    Cerus Bar

    José María Larroque 271, Tijuana, B.C., Mexico

    Located in Tijuana's Estación Federal district, just steps from the pedestrian border, this mod bar serves creative cocktails and small bites and sports an outdoor terrace.

    Made West

    1744 Donlon St., Ventura

    Coastal beer done crisp, with an eye toward balance.

    Elsie's Tavern

    117 W De La Guerra St, Santa Barbara

    Red-lit cocktail bar with leopard carpet and martinis like mom used to pour.

    Raised by Wolves

    4301 La Jolla Village Dr, San Diego

    Speakeasy in a fake liquor store in a mall. The fireplace spins. Yes, really.

    Roma Norte

    789 W Harbor Dr Suite 155, San Diego

    A cocktail bar inspired by Mexico City's vibrant Roma Norte neighborhood, serving technique-driven cocktails and Mexico City-style bites in a chic setting. ​

    Cold Spring Tavern

    5995 Stagecoach Rd, Santa Barbara

    Old outlaw stage stop turned biker-friendly beer haunt.

    Wildsam
    Wildsam
    Mujeres Brew House (2) | Vito de Stephano
    Wildsam
    Andrew Ridley

    Culture

    Autry Museum of the America West

    4700 Western Heritage Way, Los Angeles

    Rotating exhibitions exploring Western identity through Native, Mexican, and settler histories.

    California Surf Museum

    312 Pier View Way, Oceanside

    Boards, surf ephemera, and Bethany Hamilton’s shark-bitten board.

    Museum of Photographic Arts

    Balboa Park

    Rotating exhibits that stretch what a photo can say.

    Museum of Contemporary Arts San Diego

    Balboa Park and La Jolla

    Newly expanded and renovated with world-class exhibits, an Ed Ruscha mural, and cliffside views.

    Sherman Library and Gardens

    2647 East Coast Hwy, Corona Del Mar

    Lush botanical collections, a research library, and the quiet scent of camellias.

    Wonderfront Music Festival

    839 W Harbor Dr, San Diego

    Multi-stage blowout mixing local and touring acts with a bay breeze.

    Museum of Latin American Art

    628 Alamitos Ave, Long Beach

    Contemporary art from Latin America and the diaspora, with a strong curatorial POV and bilingual programming.

    Monthly Lowrider Nights

    Logan Avenue, Barrio Logan

    Classic car cruise and cultural celebration held every second Saturday. Chrome gleams, oldies echo, and the streets come alive with Chicano pride.

    Wildsam
    Museum of Photographic Arts at the San Diego Museum of Art
    Wildsam
    California Surf Museum

    A New Perspective on performance apparel™

    Vuori makes premium performance apparel inspired by the active Coastal California lifestyle; an integration of fitness, surf, sport and art. Vuori is evolving the definition of traditional activewear.

    Shop VuoriShop Vuori
    Wildsam

    Lodging

    The Seabird

    101 Mission Ave, Oceanside

    Modern beach hotel with rooftop cocktails and bare feet allowed.

    Proper

    700 Wilshire Boulevard, Santa Monica

    Downtown redesign-meets-nightlife, helmed by Kelly Wearstler.

    Hotel Del Coronado

    1500 Orange Ave, Coronado

    Iconic red turrets, ocean breeze, and 135 years of coastal drama.

    The Pearl

    1410 Rosecrans St, Point Loma, San Diego

    Midcentury time capsule with dive-in movies by the pool.

    Orli La Jolla

    7756 Draper Ave, La Jolla

    Boutique hotel that feels more like the beach house of your chicest friend.

    Gold Diggers Hotel

    5632 Santa Monica Blvd, Los Angeles

    Record label meets rock hotel—shows downstairs, velvet upstairs.

    Twelve Senses Retreat

    1004 Nardo Road, Encinitas

    Zen-minimalist B&B for design nerds and surfers with day jobs.

    Wildsam
    The Pearl Hotel | Josh Cho Photography
    Wildsam
    Proper Santa Monica Hotel

    SURFING HAS JUST boomed. The number of people in the water is bananas. But the community itself, it’s like the heart just grows fonder. It stays the same.

    - MAKĀLA HARMONY SMITH

    Shops

    Verbatim

    3793 30th St, North Park

    Floor-to-ceiling used books, literary events, and a neighborhood cat.

    DG Will's

    7461 Girard Ave, La Jolla

    Author talks, old dust jackets, and intellectual beach town swagger.

    Hansen Surfboards

    1105 S Coast Hwy 101, Encinitas

    Family-run since 1961. Board repair, wetsuits, and local lore.

    Almond Surf Shop

    1720 Santa Ana Ave Suite A, Costa Mesa

    High-design boards and gear that nod to California’s surf heritage.

    Folk Arts Rare Records

    3072 El Cajon Blvd, Normal Heights

    Vinyl, zines, folk art, and the occasional accordion set.

    Home + Hound

    3813 Ray Street, North Park

    Chic home goods, collars, and vintage score finds.

    Wild Island Collective

    3504 Adams Ave, Normal Heights

    Plants, pottery, incense. Feels like a West Coast spellbook.

    Imperfects Shop

    3803 Ray St, North Park

    A vibrant ode to Mexican art and design stocked with piñatas, cookbooks, hand-painted ceramics—everything here celebrates joy, color, and culture with zero tourist trap vibes.

    Imperfects Shop

    2028 Voltaire St, Ocean Beach

    Local surf, skate, and apparel label with a purpose-driven backbone. Ethically made gear, dreamy photography, and a brick-and-mortar that feels like a clubhouse for quiet rebels.

    Wildsam
    Almond Surf Shop
    The Thing

    Surfing

    Wildsam
    Lisha Riabinina

    San Diego’s identity breaks at the beach: There’s reef, beach, and point breaks, and the locals who know them by tide, swell, and level of parking availability. Spanning groms at Tourmaline, college students and tech execs hanging ten in front of nude bathers at Black’s Beach, to old-school locals at Sunset Cliffs, surfing here isn’t a subculture. It’s the culture. You’ll start reading the waves even if you never paddle out. It’s just part of the air.

    15 terms to know

    Talk like a local

    Grom

    Young surfer, often still with visible orthodontry.


    May Gray/June Gloom

    Seasonal marine layer that keeps mornings gray until 11.


    Zonie

    Arizona tourists who arrive with sunburns already started.


    Cali Burrito

    A carne asada burrito with fries inside.


    The Strand

    The thin stretch between Imperial Beach and Coronado.


    PB

    Pacific Beach, home of fishbowls and college beach parties.


    North County

    Anything north of Del Mar, with its own identity.


    OBcean

    Someone from Ocean Beach (pronounced oh-bee-shun).


    America’s Finest City

    San Diego’s semi-ironic nickname, used often.