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How Sam the Cooking Guy Won the Internet | San Diego Magazine

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How Sam the Cooking Guy Won the Internet | San Diego Magazine


About seven to 10 years ago, Troy found himself on a flight from Chicago to San Diego, sitting next to none other than now-YouTube star and restaurateur, Sam the Cooking Guy. A bomb threat had diverted the plane to Phoenix instead. Amidst the chaos and fear, they found themselves calling and texting their loved ones back in San Diego, unsure of what was happening. 

Sam the Cooking Guy is our guest on this week’s Happy Half Hour. Spoiler: He and Troy survived that fateful flight and remain happily trauma-bonded to this day (we get into details of what happened and how it all ended in the episode). 

These days, Sam’s also sitting pretty at 3.7 million YouTube followers as of publish and just opened his latest restaurant, Basta, in Little Italy. The new concept joins his other restaurants including Not Not Tacos, Samburgers, Graze, and Coo Coo’s Nest. In classic Sam style, the food follows only a few rules, resulting in brain-bending, mouth-watering combos like deep-fried pate à choux gnocchi with cacio e pepe aioli. It’s one of the best things we’ve ever popped in our mouths.

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Sam shared insights into his journey from being miserable in a corporate biotech job to finding success, fame, and, most importantly, happiness from taking the leap into his cooking and media career. “I was miserable. I knew I needed to find a way to make me happy,” Sam remembers. 

Courtesy of Basta!

He took a bet on YouTube at the behest of his son who saw the platform’s promise and paired it with his dad’s love for cooking and irreverent personality. “He’s a really talented guy that learned how to cook live on TV and now is actually a great cook,” Troy says, describing Sam’s unique journey of becoming kitchen-fluent live and on-camera, while becoming famous at the same time.

Sam’s YouTube channel, which has now grown to nearly 4 million subscribers, is a testament to his perseverance, creativity, and adaptability. He recalled the grinding early days, which netted him only 30,000 subscribers after seven years. But a shift in approach—shorter, better-produced videos—catapulted his channel into the stratosphere. 

“We started to make things that we imagined our audience would want to see,” Sam explained. This includes making mistakes, which he doesn’t edit out, and evaluating his viewers and playing to what he thinks they’d like to eat and cook. “It’s all part of the process,” he says. 

The cover of Sam the Cooking Guy's new book
Courtesy of Amazon

Part of that now includes several restaurants, as well as a number of successful cookbooks. Sam continues to chug on–his latest cookbook, Sam the Cooking Guy: Between the Buns, showcases his love for comfort food with a twist, which reflects the kind of dishes you can find at his restaurants and in his videos.

We also dove into the local culinary news: A new Japanese fusion spot called Cherryfish is set to open in Pacific Beach this September. Owners Danielle and Carlos Marcos are eager to “contribute to the wave of culinary change in the area.” Meanwhile, chefs Nick Weber and Jacob Jordan are making waves in Oceanside with their Chinese cuisine pop-up, 24 Suns, which has been receiving rave reviews for its seasonal summer menu.

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Joan Endres – San Diego Union-Tribune

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Joan Endres – San Diego Union-Tribune



Joan Endres


OBITUARY

Born January 1939 in Cincinnati Ohio. Died February 14, 2026, in San Diego, California, with her sons at her side. Her beloved husband Dean passed away in 2010.

Joan was the only child of Thomas and Edna Palmer. In 1943, the family moved to San Diego, where Joan graduated from Helix High School in 1956.

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In 1957 Joan married Dean Endres of San Diego, where they raised two sons. Joan followed her two great passions outside the home, the Arts, and Gardening. Both activities being a way to bring beauty to others and to the community.

Joan received a degree in Environmental Design from San Diego State University, and afterwords worked at UCSD, for the Campus Architect.

As an artist, Joan worked in various media, especially ceramics. She was active in many cultural and arts organizations, eventually becoming President of the Combined Organization for the Visual Arts (COVA). Later she turned to gardening, with the Water Conservation Garden at Cuyamaca Community College and the Master Gardener Association of San Diego County.

Joan is survived by her son Jeff and wife Katrin, grandson Jackson, and son Todd Endres, all of La Mesa, and sisters Alice Buck of Phoenix, Elaine Kennedy of San Diego, Nancy and husband Don Jones of Vista, Eva Budzinski of Cloudcroft, New Mexico, and their children and grandchildren.

There will be a Celebration of Life for Joan in the near future. Those who wish to attend should contact celebratejoanuvart@gmail.com to receive details when they are confirmed. In lieu of flowers, the family respectfully suggests a donation to the Water Conservation Garden or the Diego Visual Arts Network (SDVAN).

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San Diego State moves back into NCAA Tournament field in latest ESPN Bracketology

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San Diego State moves back into NCAA Tournament field in latest ESPN Bracketology


The San Diego State Aztecs’ have moved off the bubble and back into the NCAA Tournament’s Field of 64 in the latest ESPN’s Bracketology projections.

The Aztecs must feel like a yo-yo, but now it’s in a good way. Bracket expert Joe Lunardi moved them from the bottom of the First Four Out — No. 72 — to holding the Mountain West’s automatic bid after an 89-72 home romp Wednesday night over Utah State, which had held the auto-bid in bracketology for a few weeks now. 

Lunardi now has the Aztecs as the No. 11 seed in the West Region, with a projected first-round date against former MW rival BYU in Portland. 

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Lunardi wrote that SDSU’s auto-bid “shifts the entire bubble.”

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Wednesday night’s victory not only pulled the Aztecs (19-8, 13-4) into a tie with Utah State (23-5, 13-4) atop the MW standings, but it was just their second Quad 1 victory in six such opportunities. 

SDSU’s next two games are both Quad 1 chances, at New Mexico on Saturday and then at Boise State on Tuesday night. 

The win lifted the Aztecs only one spot in the NCAA NET Rankings, to No. 43.  Those rankings are used by the NCAA Tournament Selection Committee as the primary sorting tool for selection and seeding for March Madness.

SDSU’s resume for earning an at-large berth has been on shaky ground all season, and was seriously damaged last week when the Aztecs lost at home to Grand Canyon and were then routed at Colorado State, both Quad 2 games.

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SDSU’s best bet to assure a trip to March Madness for the sixth straight season is to win the MW tournament in Las Vegas and claim the automatic bid. That requires winning three games in as many days, and perhaps a third showdown against the Aggies, who beat the Aztecs 71-66 in Logan on Jan. 31.

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Lunardi now has Utah State projected as an at-large team, but still with the No. 7 seed in the East, facing No. 10 Texas A&M in a first-round game in St. Louis. 

New Mexico (21-7, 12-5), lurking just a game behind SDSU and USU, has dropped from the Last Four In at No. 68 to the First Four Out at No. 70. 

The Aztecs were the unanimous preseason pick to win the MW regular-season title in their final season in the league before moving into the Pac-12 along with Utah State, Boise State, Fresno State and Colorado State. 

Saturday’s game at New Mexico is set to tip off at 11 a.m. PT and will air on CBS.

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Oregon State Dismantles San Diego 83-49

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Oregon State Dismantles San Diego 83-49


The top teams in the West Coast Conference are jockeying for position in the standings as the regular season draws to a close, and the Oregon State women took care of business Thursday night, blowing out the San Diego Toreros 83-49 to move to 21-9 on the season, and 13-4 in conference play.


Oregon State’s Tiara Bolden Grabs WCC Honor After 44 Points Over Two Games

The Toreros have been a basement dweller in the conference for the last few seasons, so this result isn’t surprising, though it’s magnitude is a bit eye-raising. The Beavers wasted no time putting San Diego into a hole, opening the first quarter on an 8-0 run that Tiara Bolden and Kennedie Shuler getting involved early. Oregon State held a 14 point, 26-12 lead after one.

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The second quarter wasn’t as lopsided, but San Diego wasn’t able to make much headway into the Beaver lead. Six points from Olivia Owens kept San Diego within shooting distance, but defensive pressure from Kennedie Shuler and strong rebounding from Lizzy Williamson kept the Toreros under control. Oregon State ended the first half up by 13, 40-27.

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Oregon State Dominates Cougars in 79-51 Blowout

Oregon State tightened their grip in the third. While Olivia Owens and Kylie Ray managed to give the Toreros some hope early in the quarter, Oregon State went on a run late in the period to get their lead to 21 at the highest. San Diego finally snapped the Beaver hot streak, but a three from Kennedie Shuler ended the quarter in a 61-43, 18 point Beaver lead.

The bottom seemed to fall out of San Diego in the fourth, with the Toreros only putting six points on the board. Tiara Bolden and Kennedie Shuler kept the points flowing for the Beavers, while Lizzy Willilamson continued to dominate the boards. A layup with an and one from Elisa Mehyar were the last Beaver points of the game, giving Oregon State a 34 point, 83-49 win.


Oregon State Takes Down Portland 64-54 in Season Saving Game

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It was a good night for several Beavers, with Kennedie Shuler once again leading the team in scoring. She finished the night with 22 points, four rebounds, three assists, two blocks and two steals. She can do just about everything on the court.

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Tiara Bolden continued her hot streak with a 17 point night, along with four rebounds and four assists. Jenna Villa added 14 points, one rebound and one assist. Lizzy Williamson added another double double to her resume, with 10 points and 12 rebounds.


Oregon State’s Winning Streak Ends With 55-51 Loss to LMU

There’s one last item on the agenda for Oregon State, a season-closing meeting with the Loyola Marymount Lions Saturday at Gill Coliseum. The Lions handed Oregon State their first WCC loss of the season back in January, so getting some revenge before the conference tournament would be a good statement from the team. Tip off is set for 1 PM PT.



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