Campfire’s octopus, chorizo, and celery-root entrée.
Gage Forster
SAN DIEGO, CALIFORNIA – SEPTEMBER 08: Alex Morgan #13 of San Diego Wave FC waves to the crowd after … [+]
The third-highest crowd of the NWSL season witnessed the last-ever game of Alex Morgan’s career on the day total attendances surpassed 1.5 million for the the first time.
A crowd of 26,516 were at Snapdragon Stadium in San Diego to see the United States Women’s National Team legend Morgan play for just 16 minutes of the game against North Carolina Courage until she was substituted on her final appearance before retiring from the professional game.
Earlier in the day, total attendances for the regular NWSL season had gone past the 1.5 million mark for the first time in the league’s eleven-year history during the match between Chicago Red Stars and Orlando Pride. It is the third successive year in which the league has attracted more than one million spectators.
Last season, 1,424,208 fans watched the 132 regular season matches in the league. This figure was surpassed last Sunday during the game between Angel City and Chicago Red Stars. With seven weeks of an expanded league campaign left to play, it now seems inevitable that the NWSL will record attendances in excess of two million.
In spite of the increased number of games to be played, the 1.5 million mark was broken in the 132nd match of the season – the same total of games played last year. Average attendances are up for the fourth successive season, currently standing at 11,477 per game.
SAN DIEGO, CALIFORNIA – SEPTEMBER 08: Fans hold signs for Alex Morgan #13 of San Diego Wave FC … [+]
Morgan’s well-publicised farewell swelled the crowd for San Diego’s 1-4 defeat to North Carolina Courage. In her farewell speech she joked that “95” of her friends and family were in attendance. “I know people have come here from Alaska, Massachusetts, Colorado, Florida, all around the country.”
When Morgan played in the first NWSL campaign in 2013, a total of 375,763 attended the 88 regular season games, an average of just 4,270. Her side then, Portland Thorns, had the highest-season average of 13,320, as they would in eight of the first ten years. Now new franchises, like Angel City and San Diego Wave, have surpassed them bolstering the league’s figures.
Despite their lowly league position, The Wave are averaging 20,408 this campaign pulling in four of the the five largest crowds of the year. This has put them on course to become the first NWSL side in history to average over 20,000 in successive seasons.
SAN JOSE, CALIFORNIA – MAY 05: Penelope Hocking #55 of the Chicago Red Stars evades a slide tackle … [+]
The largest crowd of the NWSL season was recorded at Wrigley Field when 35,038 saw the visit of Bay FC to Chicago. However this is only one of two matches in this campaign to register among the all-time top ten attendances for the NWSL indicating a more sustained growth of crowds throughout the league. Currently, every club is averaging above 5,000 for the season.
These figures make the NWSL far and away the best supported professional women’s sports league in North America. Crowds in the Mexican Liga MX Feminil averaged at 2,072 in the Apertura and 2,456 in the Clausura.
The Professional Women’s Hockey League in the United States pulled in a total attendance of 392,259 last season averaging 5,448. In 2023, the WNBA averaged 6,615 per match but pulled in a total attendance of 1,587,488 over 212 games. Currently at 1,526,407, this mark will be surpassed by the NWSL next week.
Despite a season of record-breaking attendances in the English Women’s Super League (WSL), the total attendance from the same number of games (132) reached 971,977, an average of 7,363. This marked a 41% increase on the previous season when the total attendance reached 689,297.
After playing six of their eleven games at the Emirates Stadium, Arsenal averaged an attendance of 29,999 over the season. It is a figure they are set to break this season with at least eight matches at the club’s main stadium, pushing the WSL also past the one million mark.
When John Resnick opened Campfire on a quaint little street in Carlsbad, Calif., in 2016, some locals weren’t sure what to think. The coastal enclave wasn’t exactly awash in innovative, chef-driven establishments, so it was a shock to see the dining room consistently full. Early on, one woman wondered aloud to Resnick, “Where did all these people come from?”
It’s a moment he remembers vividly. “I was struck by her statement, because I think she was surprised that so many other people in Carlsbad were there,” Resnick says.
The rest of the culinary world would take some time to catch up to what was happening. In 2019, when Michelin expanded to rate restaurants throughout all of California—not just the San Francisco area—Addison was the only one in San Diego to earn a star. But since emerging from the pandemic, the region’s food scene has grown dramatically. Driven by outstanding farms, ingredients, a bumper crop of talented chefs, and a G.D.P. approximately the size of New Zealand or Greece, San Diego County has become one of America’s most underrated dining destinations.
Campfire’s octopus, chorizo, and celery-root entrée.
Gage Forster
Perhaps no single restaurant is a better emblem for this shift than chef William Bradley’s Addison, which opened in 2006. After landing his first star, Bradley knew he wanted more. To get them, he transformed his French-leaning fare to serve what he calls California Gastronomy, which combines the cultures of SoCal with impeccable ingredients and wildly impressive techniques, prizing flavor over flair. Michelin responded, awarding Addison a second star in 2022, and making it the first Southern California three-star restaurant just a year later. The accolade has created a halo effect, attracting culinary tourists from around the world.
Berry beet tartlets at San Diego’s three-star stalwart Addison.
Eric Wolfinger
“Earning three stars forces the global dining community to pay attention to a place that may not have been on their radar before,” says chef Eric Bost, a partner in Resnick’s four Carlsbad establishments.
Resnick recruited Bost, who spent time at award-winning outposts of Restaurant Guy Savoy, to run Jeune et Jolie, which he led to a star in 2021. They’ve since taken over an old boogie-board factory down the street and converted it to an all-day restaurant and bakery, Wildland. The space also hosts an exquisite tasting-counter experience called Lilo, which was given a Michelin star mere months after opening in April 2025. And as Resnick and Bost grew their successful Carlsbad operation, chef Roberto Alcocer earned a Michelin star for his Mexican fine-dining spot Valle in nearby Oceanside.
The stylish tasting counter at Michelin one-star Lilo in Carlsbad.
Kimberly Motos
About 25 miles to the south, another affluent coastal community is going through its own culinary glow up. In La Jolla, chef Tara Monsod and the hospitality group Puffer Malarkey Collective opened the stylish French steakhouse Le Coq. Chef Erik Anderson, formerly of Michelin two-star Coi, is preparing to launch Roseacre. And last year, Per Se alums Elijah Arizmendi and Brian Hung left New York to open the elegant tasting-menu restaurant Lucien, lured by the ingredients they’d get to serve. “A major reason we chose San Diego is the quality and diversity of the produce,” Arizmendi explains. “San Diego County has more small farms than anywhere else in the U.S., and its many microclimates allow farmers to grow an incredible range of ingredients year-round.”
Wildland’s spicy Italian sandwich.
Gage Forster
Chef Travis Swikard has also been a tireless advocate for the region’s ingredients since he returned to San Diego, his hometown, and opened Mediterranean-influenced Callie in 2021. There’s no sophomore slump with his latest effort, the French Riviera–inspired Fleurette in La Jolla, where he’s serving his take on classics like leeks vinaigrette and his San Diego “Bouillabaisse” with local red sheepshead fish and spiny lobster. Its food is bright, produce-driven, and attentive in execution, while the dining room maintains a relaxed and unpretentious style of service. And Swikard sees that approach cohering into a regional style with a strong network of professionals behind it.
“It’s really nice that we are developing our own identity, not trying to be like L.A. or any other market, just highlighting what’s great about the San Diego lifestyle and ingredients,” he says. “Similar to New York, a chef community is starting to develop where chefs are supporting each other. There is a true sense of pride to be cooking here.”
Top: In La Jolla, Lucien serves ocean whitefish with tomatoes turned into concasse, sabayon, and other expressions.
Little Debbie is officially expanding its doughnut range.
On April 14, the brand announced a new sweet snack: Chocolate Old Fashioned Donuts. The company says there was “massive consumer demand” for the original Big Pack Old Fashioned Donuts, which quickly became a top seller. Now, they’re just giving the people what they want.
The new snack is a chocolate old-fashioned cake doughnut finished with a sweet glaze and is launching in two formats:
The original, which includes six individually wrapped cake-style doughnuts with a vanilla glaze, first hit stores in June 2025 and, according to the brand, has been “consistently selling out.”
“We saw an incredible response to the Old Fashioned Donut we introduced last year,” said Scott Brownlow, Little Debbie’s brand manager, in a press release. We’re doubling down on what works and giving both loyalists and new fans an irresistible reason to head back to the store.”
Little Debbie’s Chocolate Old Fashioned Donuts are rolling out now to major retailers, grocery stores and convenience stores nationwide. As with the original Old Fashioned Donut, they become a permanent addition to the brand’s snack lineup.
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The Padres will soon have a new owner, as billionaire José E. Feliciano is reportedly close to acquiring the franchise. San Diego will be watching him closely. He has a lot to live up to.
Back in November, the current ownership group led by late owner Peter Seidler’s brother, John, announced the family would begin the process of selling the team. Just five months later, Feliciano has reportedly outbid three other billionaires to secure ownership of the franchise. The final sale price will be $3.9 billion, shattering the previous MLB record. If the deal goes through as expected, Feliciano will be compelled to match not only the price tag, but also the commitment San Diego’s fans have made over the last decade.
When Peter Seidler took over as the team’s chairman and primary owner in November 2020, he set about rebuilding the franchise into one that could compete at the highest level of baseball. He spent lavishly, locking up players to massive contracts and blowing past the luxury tax threshold, while also investing in the San Diego community and openly proclaiming that turning a profit wasn’t his goal. The Padres followed by having the most successful sustained stretch in their history, reaching the postseason in four of the last six years. Seidler’s driving ambition was to deliver San Diego its first major sports championship. The team’s fans responded by matching his passion.
A better product on the field led to a packed Petco Park. The Padres have finished in the top five of attendance in each of the past five seasons, culminating in an remarkable 2025 campaign when the team sold out 72 of its 81 home games and welcomed a record 3.47 million fans through their gates. San Diego finished second in attendance last season, behind only the World Series champion Dodgers.
Seidler’s investment paid off. In 2025, the Padres reportedly generated around $500 million in revenue despite a relatively disadvantageous television deal. Unfortunately, Seidler never got to see it. He died in November 2023 at the age of 63 from an infection related to a compromised immune system following multiple battles with cancer. The Padres have played in his memory, and the team’s supporters have carried his goal with them.
That kind of fan support deserves another owner willing to invest not only in the team, but also in the city. John Seidler and the rest of the ownership group were never going to be those people. To their credit, they seem to know that.
Peter Seidler had a boundless passion for the Padres. His brother John has never quite shared it, at least not publicly. The ownership group purchased the team for a reported $800 million in 2012 and is selling for $3.9 billion. Cashing out now makes sense. There’s an enormous “but” coming.
Feliciano has to know what he’s getting into by following in Seidler’s footsteps. Padres fans are far more active than they once were and have proven their commitment for years. The team’s new owner needs to be genuinely invested and ready to finish what Peter Seidler started. Feliciano doesn’t just owe that to his memory. He owes it to every fan who’s packed Petco Park believing San Diego was finally on the precipice of its first World Series title.
The Padres’ new owner isn’t a stranger to sports franchise ownership. Feliciano is the co-founder and managing partner of Clearlake Capital, which was part of a consortium that purchased Chelsea FC in 2022 for roughly $5.25 billion. Despite a heavy financial investment to the roster, the results in London have ultimately failed to meet the competitive standard established by the previous regime.
From Feliciano’s viewpoint, the upside of purchasing the Padres isn’t hard to see. Petco Park is one of baseball’s premier venues and boasts an atmosphere that rivals any in American sports. The team’s TV deal should improve dramatically with MLB’s next collective bargaining agreement. Then there’s the location. San Diego is one of America’s crown-jewel cities, and its eighth-largest by population. The weather is perfect year-round, the fanbase is passionate and the market has proven it will show up for a quality product. There’s only one thing missing.
Feliciano has won the bidding war for the Padres. Now comes the hard part. He must be passionately invested in delivering a long-awaited World Series championship to San Diego. This franchise carries too much potential to be a billionaire’s vanity project. Peter Seidler proved that when he put his all into making that happen, and the city showed up for him.
Now it’s Feliciano’s turn to show up for the city.
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