San Diego, CA
Fizz & flavor: Downtown San Diego’s lost soda fountains
Before coffee chains and fast-casual counters defined everyday routines, soda fountains were part of the social fabric of downtown San Diego. Behind marble counters and rows of chrome stools, soda jerks worked quickly and precisely, mixing flavored syrups, carbonated water, and ice cream into drinks that were as much about experience as refreshment.
The work was part craft, part performance. Glasses clinked, syrup bottles lined mirrored shelves, and conversations unfolded across counters that served as informal gathering places for neighbors, students, and workers alike.
From the 1920s through the 1950s, soda fountains were woven into the rhythm of downtown life — stops between errands, after-school meeting spots, and casual places where people lingered over malts, sodas, and sundaes.
From pharmacy counters to social spaces
Soda fountains originated in late 19th-century pharmacies, where carbonated water and flavored syrups were first offered as refreshing tonics. Over time, these counters evolved beyond retail service and became informal social spaces embedded in everyday urban life.
By the early 20th century, soda fountains were common fixtures in downtown commercial corridors. They attracted families shopping in nearby stores, office workers on breaks, and teenagers gathering after school.
Historical references indicate that downtown San Diego included a range of soda fountain counters during this period, often operating inside drugstores, lunch counters, and small independent shops.
Downtown favorites and neighborhood counters
Among the establishments documented in historical references and city directory listings was United Soda Fountain, which opened in 1939 and became a steady downtown gathering place known for classic counter service, ice cream sodas, and milkshakes.
Wimer’s Soda Fountain is also referenced in historical accounts as part of the downtown dining landscape, reflecting the broader popularity of small, independently run soda counters that served regular customers by name.
Soda fountains were also commonly integrated into drugstores and neighborhood markets. The Ace Drug Store in Mission Hills, for example, is cited in historical references as a location where malts, egg creams, and simple lunch fare were served alongside pharmacy goods.
On Market Street, Gadson’s Store appears in 1920s and 1930s-era commercial records as part of the downtown retail corridor, combining general merchandise with a soda fountain counter typical of the era.
These establishments reflected a broader pattern in which food service and retail were closely intertwined, and where soda fountains functioned as informal neighborhood anchors.
The sights and sounds of the counter
What defined soda fountains was not just the menu, but the sensory experience.
There was the hiss of carbonation hitting flavored syrup, the rhythmic clink of glassware, and the visual display of colored bottles lined behind mirrored counters. Customers often sat shoulder to shoulder, watching drinks prepared in real time.
Menus typically included chocolate malts, root beer floats, phosphates, and ice cream sundaes topped with whipped cream and cherries. Many soda fountains also served simple food items such as sandwiches, chili, and light lunch plates.
Archival photographs from the San Diego History Center and other historical collections depict these spaces as active social environments, with soda jerks behind counters and customers gathered in close conversation.
The end of an era
By the late 1950s and into the 1960s, soda fountains began to decline as suburban expansion, automobile culture, and national fast-food chains reshaped dining habits across the country.
As retail patterns shifted, many independent drugstores and small lunch counters closed or removed their fountain service entirely. The social role once played by soda fountains gradually moved to diners, drive-ins, and later, chain restaurants.
What remains today are photographs, directory listings, and oral histories that preserve the memory of a downtown culture built around shared counters and informal gathering spaces.
Legacy
Though soda fountains have largely disappeared from the urban landscape, their influence remains visible in the continued popularity of ice cream shops, retro diners, and nostalgic soda-style beverages.
They represent a period in San Diego’s history when a simple drink was not just a transaction, but an invitation to pause, gather, and connect.
Read more history stories here; send an email to Debbiesklar@cox.net
Sources:
San Diego History Center Archives — photographic collections and historical materials documenting soda fountains and early downtown retail environments.
San Diego City Directories (1920s–1950s), San Diego Public Library Special Collections — business listings for drugstores, soda fountains, and lunch counters.
San Diego Union and Evening Tribune Archives (via Newspapers.com and California Digital Newspaper Collection) — advertisements, listings, and commercial references to soda fountains and drugstores.
Library of Congress — historic imagery and documentation of American soda fountains and pharmacy counters.
Smithsonian Institution — historical research on American soda fountains and early 20th-century consumer culture.
City of San Diego Planning Department historic context reports — retail and commercial development patterns in early and mid-century San Diego.
SOUTH BAY (KGTV) — The funeral for Julian Guerrero, the 15-year-old boy found dead inside Otay Valley Regional Park on Friday, May 15, is set for this Saturday at noon at Funeraria del Angel Chula Vista.
A GoFundMe has been set up to help the family with funeral expenses.
As his family prepares to lay him to rest, Julian’s mother said she is still waiting for answers about whether more could have been done to save him.
Julian was first reported missing on Thursday, May 14. The following morning, his missing persons flyers circulated across social media.
Neighbors were seen scouring the South Bay looking for him.
Then on Friday morning, San Diego police reported a body was discovered inside Otay Valley Regional Park in Fenton Pond, and it appeared to be a Hispanic, teenage male.
Julian’s mother, Laura Guerrero Gomez, said she was the one who ultimately led authorities to her son.
Guerrero Gomez said a homeless man was seen riding Julian’s bike on Friday, and after she asked where he got it, he led her to the area where Julian’s body was recovered.
Guerrero Gomez said when she first reported Julian missing, she told police her son was autistic, had a mental disability, and was taking medication — factors that made him especially vulnerable.
Jose, Guerrero Gomez’s other son, translated for ABC 10News from Spanish to English, and said that his mother still has many questions.
“She wants to know why there was no urgency, and looking for him, there was no Amber Alert. There was no helicopter trying to look for him. She had to do everything herself.”
Guerrero Gomez also questioned how her son’s missing case was overall handled.
Jose said, “The officer who took the initial report is the same officer who showed up [at Fenton Pond]. She was begging the officer, and there was no help whatsoever. He didn’t want to go into the park. They didn’t want to question the person who had the bike.”
The family also has questions about how Julian ended up in the water.
“He doesn’t know that area, he doesn’t like water, and he doesn’t know how to swim,” Jose said.
Guerrero Gomez also added that when she found her son, he was naked in the pond.
“She definitely thinks that it wasn’t accidental that something somebody did to him,” Jose said. “She’s pretty much feeling destroyed at this point because we weren’t taken seriously from the beginning. Julian didn’t deserve all that.”
Jose said his mother wants justice and hopes another family who has a child with a disability doesn’t have to face the same experience with SDPD as she did.
Julian was positively identified by the Medical Examiner’s Office days after he was found dead.
ABC 10News reached out to The San Diego Police Department for explanations on how they handled Julian’s case.
A spokesperson told ABC 10News their hearts go out to Julian’s family in the following statement:
Our hearts go out to Julian’s family for their loss. We understand there may be questions about what led to his death. At this time, the case is not being treated as a homicide, so it is not under SDPD’s purview. It is being handled by the Medical Examiner’s Office. If their investigation shows indications of a crime, then SDPD’s Homicide Unit would take over responsibility for the investigation. Based on the information officers received at the time of the report, SDPD’s initial response was for a runaway juvenile. Officers were told where he normally frequents and began checking several locations; however, they were unable to locate him. A report was taken, and his name and picture were added to the log for missing juveniles. SDPD did additional follow-up with the family on the morning of May 15, prior to him being found in the Otay Valley Regional Park. The decision to identify the body was in the hands of the Medical Examiner’s Office that day. Any further questions about the investigation can be directed to them.
ABC 10News has requested an autopsy, investigative and toxicology report from the Medical Examiner’s office in Julian’s cause of death.
NWSL team San Diego Wave have poached Leeds United’s chief business officer Morrie Eisenberg to be its new chief executive officer.
Eisenberg, who joined Premier League club Leeds as chief operating officer in October 2023, is credited internally with leading the push on its stadium redevelopment at Elland Road, which gained full planning permission earlier this year.
During Eisenberg’s time at the club, Leeds secured promotion back to the Premier League and, after his promotion last May, avoided relegation this season to maintain their place in English football’s top flight.
Eisenberg will begin his new role at the Wave in August, having previously held leadership positions at LinkedIn, Tesla and with the San Francisco 49ers in the NFL. He remained as a senior advisor to 49ers Enterprises while working at Leeds, with the two teams sharing the same ownership.
An announcement will be made by the two teams later on Wednesday.
In a statement, San Diego Wave governor Lauren Leichtman welcomed Eisenberg as a “transformative leader.”
“His vision, collaborative leadership style and commitment to building world-class organizations make him the ideal person to lead this club into its next chapter,” she added.
Eisenberg said: “The Wave has already established itself as a global brand with an exceptional fan base, ambitious vision and strong foundation. I’m excited to work alongside the players, staff, supporters and community to continue building a club that sets the standard on and off the pitch.”
The Wave are third in the NWSL standings (Leonardo Fernandez / Getty Images)
Leeds United managing director Robbie Evans added: “While I am disappointed to see Morrie leave, I am grateful for his effort and impact over the last three years. Much as with players, when you employ excellent people who produce excellent results, sometimes the unfortunate effect is that they will attract interest elsewhere.
“Morrie and I first met three years ago in discussing if we should leave our old lives behind to try and help Leeds United return to its rightful place in English football. Three seasons later, he leaves with the club on an excellent trajectory. I hope Morrie is especially proud of his tireless work on the stadium expansion, which will benefit the club, supporters, and the community for generations to come.
“Morrie and his wonderful family depart with the best wishes of the club. He is welcome anytime if he tires of California sunshine and misses the Yorkshire weather!”
The Wave is building influence
Analysis by soccer writer Asli Pelit
Lauren Leichtman, the first woman to become a billionaire from private equity, bought the Wave from billionaire businessman Ron Burkle for a record $120 million in 2024. Less than three years earlier, Burkle bought the franchise for $2m. Leichtman’s arrival in the NWSL marked the entry of institutional-caliber capital from one of private equity’s most accomplished operators.
Through Levine Leichtman Capital Partners, which manages more than $12bn in assets, Leichtman brought a new level of financial sophistication to women’s soccer just as franchise valuations, sponsorship revenue and infrastructure spending across the NWSL continue to surge.
The acquisition also underscored the increasing importance of relationships in women’s soccer. Former Wave president and ex-USWNT coach Jill Ellis played a pivotal role in connecting the parties, leveraging a relationship with Leichtman that dates back two decades to UCLA. Though Ellis’ exit to join FIFA was quite contentious.
Bringing USWNT legend Alex Morgan into the ownership group only deepened the club’s alignment between business credibility and player influence, a growing trend across the NWSL’s new ownership era.
Having only launched in 2022, the Wave have never won the NWSL Championship, though they did capture the 2023 NWSL Shield after finishing with the league’s best regular-season record and added the 2024 Challenge Cup to the trophy case.
In just a few seasons, the Wave have packed stadiums, landed superstar talent, shattered franchise valuation records and behaved like an established giant; the only thing still missing is the championship confetti.
The Wave are navigating a transitional 2026 season, balancing strong results with clear growing pains both on and off the field. Under second-year head coach Jonas Eidevall, San Diego remains in the playoff run, consistently hovering around the league’s top four to six spots, but performances have often highlighted unresolved issues within the squad. The club is still searching for consistency, but the potential arrival of USWNT star Catarina Macario after the summer break could significantly raise the team’s ceiling and strengthen their chances of bringing home a trophy this season.
Eisenberg is coming to Wave after his stint with one of the most successful American ownership groups, the 49ers Enterprises, the investment arm linked to the NFL’s San Francisco 49ers, which completed a full takeover of the club in 2023 after first purchasing a minority stake five years earlier. Led by chairman Paraag Marathe and backed by the York family, the ownership group has reshaped Leeds with an American-style approach centered on commercial expansion, infrastructure investment and data-driven operations.
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