San Diego, CA
Comic-Con: A lot more illegal building wraps in downtown San Diego this year
Downtown San Diego has become a canvas for the latest TV shows and video games with wraps attached to more than 30 buildings.
Set to be completed before San Diego Comic-Con International kicks off Wednesday night, the advertisements are for everything from the “Lord of the Rings” show to the “The Walking Dead” franchise.
Most of the building wraps are technically illegal. But given that the penalties are lower than the revenue that building owners get from the wraps, they do it anyway.
The city can fine hotels and businesses up to $10,000 a day, but such high sanctions are rare. It is more common for the city to give out warnings or a $1,000 per day citation.
Some neighborhood groups have complained in past years that the building wraps are a blight on downtown. That contrasts with Comic-Con attendees who enjoy seeing the buildings transformed.
Justin Wu, a local surgeon downtown Monday promoting his Healing Little Heroes Foundation, said that he has seen the scale and quality increase over the years.
“I love it. They are big and colorful,” he said, wearing a Captain America costume. “They keep getting bigger and bigger.”
The company responsible for most of the wraps is New York-based KAP Media Group. The company started with one wrap in 2012 and has seen its business grow each year. It has 25 this year, up from 23 last year and 18 in 2022.
KAP founder Lori Brabant said a lot of work goes into the wraps from picking the colors that will go best with the building to figuring out how to fit around the contours of different properties.
“These are pieces of art,” she said. “It is very exciting for us to see it come to life.”
Most wraps are attached with an adhesive vinyl, but different materials can be used depending on what the building calls for. Brabant said wraps can cost more than $100,000, but did not want to disclose specifics.
Not all of the building wraps are illegal. The Port of San Diego allows building wraps on land it controls west of Harbor Drive and Pacific Highway.
There are plenty of other advertisements downtown besides wraps. Marvel Studios has banners on flags for the “Fantastic Four” film opening next summer; San Diego Trolley has wraps for “The Sandman” and other properties; the Jack in the Box on C Street was turned into a promotion for the “Deadpool & Wolverine” film; and banners for the new Batman show “The Penguin” are posted along the trolley tracks.
One of the biggest advertisements is on a new three-sided digital billboard outside the Gaslamp Quarter trolley station that will play advertisements for the new Peacock show “Those About to Die” and the opening ceremony of the 2024 Olympics in Paris.
Here is a look at some of this year’s building wraps:
Daryl Dixon (“The Walking Dead”)
Location: The PendryAddress: 550 J St.
AMC’s successful zombie franchise “The Walking Dead” has now stretched into multiple TV shows including “Daryl Dixon,” which covers all of the Pendry San Diego hotel.
The Rings of Power

Location: Toscana Cafe & Wine Bar buildingAddress: 238 Fifth Ave.
Amazon Prime’s Lord of the Rings show, “The Rings of Power”, is back for a second season. This building was used last year by Prime’s other big franchise, “The Boys.”
Fox Animation
Location: The Omni San Diego HotelAddress: 675 L St.
Fox Animation celebrates many of its shows on the hotel, including “The Simpsons,” “Family Guy” and “Bob’s Burgers.” The southern side features Maggie Simpson holding building blocks that spell out SDCC .
Marvel: Contest of Champions
Location: Hilton San Diego Gaslamp QuarterAddress: 401 K St.
The Contest of Champions game features a big installation in the Martin Luther King, Jr. Promenade with a Ferris wheel. You can see an advertisement for the game, featuring Wolverine, Captain America and Deadpool, on the wall of the adjacent hotel.
Abbott Elementary
Location: Petco ParkAddress: 100 Park Blvd.
The ABC/Hulu sitcom “Abbott Elementary” is getting ready for a fourth season and has been a frequent presence at Comic-Con. For a second year, it covers much of Petco Park.
Anne Rice’s Immortal Universe
Location: Hilton San Diego Gaslamp QuarterAddress: 401 K St.
AMC’s franchise of shows based on Anne Rice books has now spread into three shows: “Interview with the Vampire,” “Mayfair Witches” and (in development) “Talamasca.”
SpongeBob SquarePants

Location: Hard Rock Hotel San DiegoAddress: 207 Fifth Ave.
The beloved animated series “SpongeBob SquarePants” is celebrating its 25th year by taking over the entire Hard Rock Hotel. Memes on the building have already been a big hit on social media.
Star Trek
Location: Marriott Marquis San Diego MarinaAddress: 333 W. Harbor Drive
The biggest wrap this year, at 36,000 square feet, is for Paramount+’s series of “Star Trek” shows.
Elden Ring
Location: Hilton San Diego Bayfront parking garageAddress: 1 Park Blvd
The role-playing game Elden Ring, which won several “best game of the year” awards in 2023, is advertised on a heavily used parking garage near the Convention Center.
Tales of the Teenage Mutant Ninja Turtles
Location: Park 12Address: 100 Park Plaza
The latest Ninja Turtles show coming to Paramount+ covers downtown San Diego’s biggest apartment complex, Park 12, which has 718 units.
Originally Published:
San Diego, CA
More Thoughts on ‘Yes on A’
By Dave Rice
Is Measure A going to affect a significant number of properties? Is it going to affect affordable housing in any meaningful way? Come now, let’s not be dense – this hits a handful of rich people who can absolutely afford to drop $10K in the city coffers if they’re leaving a vacation home vacant on purpose – let’s say that’s their civic contribution that would be realized in other ways if they actually lived, worked, and shopped here full-time.
Or it hits STVR hosts, who can either factor the cost into their business model or give it up if margins are really that thin (maybe not everyone needs to fancy themselves an amateur hotelier). But let’s not kid ourselves and believe the kind of housing this will free up will be plentiful or affordable.
In the exceedingly rare instances where someone might be eligible for an exemption, will it be too hard to apply for? That’s something we can argue and refine but that’s the bathwater, or just the little bit of it that splashes out of the tub, not the baby. An argument that the whole proposal is DOA because military members are too stupid to file for an exemption is either dismissive of or telling tales out of school about what we really think of military intelligence.
Poor, poor grandma who needs a home near her doctor? If she’s really poor why does she have multiple houses, and if she’s not does this really affect her? I live in a neighborhood where “aren’t you afraid you’re going to get shot?” is the first thing outsiders ask me about where I’m from, and if Grandma has owned her mostly-unoccupied vacation house for any significant time I probably pay a lot more property tax than she does. You couldn’t trip over the limbo bar to gain my sympathy, it’s buried a few feet deep.
This is a tiny nod toward taxing the rich, but that’s all. It’s not significant or meaningful, it won’t do a lot, most of the housing stock in question even if returned to actual residents won’t make a dent in the astronomical cost of living in or anywhere near this city. But it’s a tiny step in the right direction – and watching how hysterical the moneyed class is about the rest of us asking for even the tiniest drop in the goddamned bucket we’re trying to fill without their help is telling.
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Dining Out — series Part 1: A look at the evolution of La Jolla’s restaurant scene
This is the first installment in a series of stories on the history of dining out in La Jolla, how it’s changed and how it continues to evolve.
It’s hard to imagine La Jolla without its restaurants, from the lines stretching down the block at The Taco Stand to the iconic views at George’s at the Cove.
But the way La Jollans eat and where has changed dramatically since the area’s founding in the 1800s.
In this first part of the new month-long series “Dining Out,” the La Jolla Light looks at local restaurants from the 1880s (when La Jolla was first developed and settled) to the early 1920s.
“La Jolla had very few people at that time,” according to local historian Carol Olten. “There weren’t a lot of restaurants, as far as we know.”
Olten said she gets information about La Jolla’s earliest days from the diaries of local pioneer Anson Mills.
“He kept track of where he went and what he did … but he did a lot of home cooking,” she said. “So when they went to a restaurant for dinner, it was a big occasion. It was something people mainly did on holidays or … a social occasion.”
One restaurant Mills would go to — believed to be one of the first in La Jolla — was Montezuma Cottage. Olten said it is believed to have opened in 1895 near the intersection of Prospect and Jenner streets.
Mills described the restaurant as a popular eating and gathering spot for locals and tourists, Olten said. He wrote an entry about a Thanksgiving dinner there with about 60 people.
Montezuma Cottage later became known as the Seaside Inn and Ocean View restaurant. It was torn down in 1931.
Culturally, eating at a restaurant was a more formal occasion at the time, Olten said.
“You didn’t go to a restaurant just to hang out with friends like you would today. It was purposeful then,” she said.
Around 1900, a restaurant known as the White Rabbit opened near the corner of Girard Avenue and Prospect Street. In addition to a rooftop garden, it featured a tea room, joining a national trend.
“Tea rooms went with the suffragette movement because in those days, [women] didn’t have a place to gather without an escort, so tea rooms started opening in hotels and women could go there and sit down and have a social tea or lunch,” Olten said. “La Jolla got in on the tail end of that thanks to [Green Dragon Colony founder] Anna Held and [La Jolla philanthropist] Ellen Browning Scripps.”
One of them, called The Cricket, opened in the early 1900s with white tablecloths. Olten said it was near what it is now Eddie V’s restaurant.
“It was originally part of the Green Dragon Colony … and was sold to a British woman named Daisy Mitchell,” she said. “It stayed a tea room for many years, and she kept a guest book that was decorated with reds and greens and had a medieval theme. So it was very British.”
Joining a trend toward more upscale dining, one of La Jolla’s “most well-established and well-known restaurants” opened in 1912 at 1227 Prospect St. The Brown Bear had “stylish, fashionable service and a menu to please the gods,” Olten said.
A house specialty was Welsh rabbit served in a silver chafing dish. The restaurant was in operation until 1941.
Several restaurants opened around 1915, about the same time as the Panama-California Exposition, a world’s fair-type event held in 1915-16 that brought 3.7 million people to San Diego.
One of La Jolla’s new restaurants, the Spindrift Inn, opened in 1916 and was considered a “last stop” out of town.
“Most restaurants at that time were located in the immediate Village area,” Olten said. “The one that was astray would have been the Spindrift Inn [in La Jolla Shores]. This was in the very early days of automobiles, so not very many people had cars, but those that did would … drive their cars and the last stop before you got out of town was Spindrift Inn.”
The Spindrift Inn later became The Marine Room, which still stands.
Olten said the restaurant was operated by the Hannay family for about 20 years. Their “rambunctious” fox terrier, Jiggs, would roam the dining room.
Another Expo-era restaurant was the Dining Car, which operated in an old trolley car parked near Goldfish Point. Dinner was $2 per person. It burned down on Halloween night in 1923.
Next installment: With new hotels being built in La Jolla in the 1920s came new hotel restaurants. But later, World War II would have an impact on La Jollans and San Diegans in general and on where and how they ate. ♦
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