
Digital Guides
Southern California Coast
Santa Monica Pier | Renis Kaspars
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
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.

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.


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.

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.



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.


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.

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.


“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.”
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.

Surfing

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.
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.