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T h e Es c o ndid o Unio n S c h o o l Distric t
i s d e d i c a t e d t o givin g ev er y c h i l d i n
E s c o n d i d o t h e opportunit y t o l e a r n
i n s a f e , i n n o v a t i v e e n v i ron m ent s .
E U S D e d u c a t o r s a n d s u p p o r t s t a f f a r e
c o m m i t t e d t o o p e n i n g th e doo r s t o t h e
u n l i m i t e d p o t e n t i a l o f e v e r y s tude n t
thr oug h awar d -winnin g educational
t e c h n o l o gy and innovation , f a m i l y
en gag ement , a n d a c a d e mi c p rog rams .
INNOVATION & ENRICHMENT
•STEAM instruction (Science, Technology, Engineering, Art, and Math)
•Visual and performing arts at every school
•Video production
•Middle school electives
•Physical education at every grade level with credentialed physical education teachers
•Dual-language immersion programs
•One-to-one technology
•Full-day Kindergarten and TK
COMMUNITY ON CAMPUS
• No-cost after-school programs
• Neighborhood schools
• Home Education Program
• Innovative specialty schools:
Conway Academy of Expeditionary Learning
Del Dios Academy of Arts and Sciences
Limitless Learning Academy
Quantum Academy
• Robust family engagement program
• Full-time at every EUSD school:
School social worker
Licensed vocational nurse
Family liaison
Two counselors at every middle school
Empowering every student to graduate prepared for college, career, and life through excellence in learning.
Empowering every student to graduate prepared for college, career, and life through excellence in learning.
Offering more than 180 courses, including nationally recognized Advanced Placement classes, award-winning College & Career Technical Education programs
In-person and Independent Study options available for all students, grades nine through twelve.
A place where everybody knows your name
BY KATI COWAN
“Sometimes you wanna go where people are all the same …where everybody knows your name.”
Who isn’t familiar with the lyrics of this Emmy Award winning song written for a popular TV series many years ago?
There is a place right here in Escondido where
“ You wanna be where you can see Our troubles are all the same You wanna be where everybody knows your name.”
That place is the Escondido Clubhouse, where people with a mental health diagnosis can find acceptance, empathy, and social interaction away from the stigma that is often associated with this health condition.
The Clubhouse, a program of TURN Behavioral Health Services and funded by the County of San Diego, meets employment, education, social, and recreational needs.
“What brought me here was isolation and depression,” shared David Sanders, a member since 2015. “I was seeing a therapist who recommended the Clubhouse because I needed something more.”
Sanders was a little anxious in the beginning, not used to the social contact, yet craving it after being isolated for so long.
“Staff was very supportive,” he continued. “There were no jokes about anyone. They respected everyone. Everyone had a great attitude, and that atmosphere lifted my spirits.”
The Clubhouse mirrors the workplace with “work-ordered” days that coordinate the daily activity of the Clubhouse. Tasks, divided into two categories called “Units,” are listed on white boards. Members are encouraged to sign up and select a task.
The Blue Unit covers the hospitality business aspect with kitchen duties including meal planning, cooking, money handling, and all essential functions of keeping the place clean and operating at maximum efficiency.
The Gray Unit is focused on making calendars, flyers, offering educational support, and outreach to members who have been absent. Members meet twice a day to go over the tasks still needing to be done.
While engaged in these pursuits, new skills are learned that can help members function better in life and possibly return to or find new work. If they don’t know how to get a unit job done a staff member is available to answer questions as well as a procedure book with a clear step-by-step instructions. Nothing is overlooked.
From left: A Clubhouse member, Aaron W., Lileigh W., Jill R., David S., Juan L. standing in the remodeled dining room kitchen area. Photos by Kati Cowan
David S., a long-time member of the Escondido Clubhouse pointing to the employment opportunities on the bulletin board.
“You don’t realize when you are working on a task how much that helps your mental health, whether you have a mental health diagnosis or not,” said Supervising Partner Jill Rosenberg, “Having that purpose, a routine with places to go and people to connect with helps.”
Rosenberg is working towards her bachelor’s degree in enterprise leadership and has a certification in leading and facilitating wellness groups. Clubhouse staff are always available to help
members achieve their goals. Their main purpose is to work together with the members in a mutually supportive and respectful atmosphere; creating opportunities to build proficiencies and confidence.
“For me, the biggest piece is the community,” said Lileigh Waller, the Escondido Clubhouse program manager. “Someone comes in and, at first, is sitting by themselves. They start to be part of this community. They find their purpose
and undergo a significant transformation, which makes everything worth it. We are spending so much time with them so we can develop a relationship, which is very different from other clinical settings where a client is seen only once a week. Here you can see members eight hours a day, Monday through Friday. It is very special.”
Waller has a bachelor’s degree in psychology with a minor in law and a master’s degree in social work. She is pursuing her Licensed Clinical Social Worker (LCSW) designation.
Achievements ranging from losing weight to getting or maintaining a job are recognized on an Accomplishment Board that hangs on the wall in the main hallway. Members are employed at businesses such as Staples, Vons, Walmart, Grocery Outlet, and the County of San Diego.
A new transitional employment program connects with employers in the community to give members an opportunity to re-enter the workforce. Club members are trained to work for six to nine months for participating employers, with the possibility of it leading to permanent work. The employer trains the Clubhouse staff, who then train the prospective member they deem to be most suited for the position. Once the member is employed, it comes with a guarantee that should the new employee not show up for work, the staff will come and work their shift for them. Sunnyside Kitchen is one such employer, and the Escondido Clubhouse is seeking more
Aaron W. and Juan L. in the dining room area of the clubhouse.
State of the art kitchen at the Escondido Clubhouse
The Escondido Clubhouse garden along the side of the building.
employers to partner with.
According to Waller, following the new model provided by Clubhouse International, there has been a 24% increase in employment.
In the Clubhouse, the rooms are clean, neat and well maintained. The kitchen is state-of-theart—as is the dining room area. The garden is serene and beautifully landscaped.
The amount of care, concern, and respect for human dignity and well-being that went into the interior and exterior design of the dwelling is obvious.
All the members seem to take great pride in the quality of the premises, evidenced by the way that it is maintained.
The Escondido Clubhouse is one of more than 330 clubhouses worldwide in over 30 countries. It is one of three accredited facilities in Southern California, certified at the highest level. This accreditation is reached by going through a vigorous three-year qualitative process that assures an adherence to 37 specific standards of quality set by Clubhouse International, a non-profit organization that assists in setting up and expanding Clubhouses globally, bringing collective resources and support to
each one.
The World Health Organization (WHO) stipulates that in 2019, nearly a billion people lived with a mental health diagnosis. That is a large population of people whose state of mental health caused significant disturbance in thinking, emotional regulation, or behavior, resulting in distress or impairment affecting important areas of functioning. Depressive and anxiety disorders are the most common.
In 2020, the numbers may have increased by as much as 26% within a year due to COVID-19.
“One in five people are living with a mental health condition,” said Jennifer Tedesco, Clubhouse International Board Chair. ”So, that means, someone you know, even if they are not talking about it, is dealing with a mental illness.”
Many people do not have access to effective mental health care, partly due to limited resources and partly due to the still-existing stigma associated with mental health ailments.
Aware of the stigma, many won’t seek help with, in some cases, catastrophic life-threatening results.
There are some who experience discrimination and violations of human rights.
“There is no reason why we shouldn’t be treating mental illness like any other healthcare issue in the world,” said Clubhouse International Executive Director Joel D Corcoran.
Awareness and education that can change the narrative and remove the bias is a much-needed undertaking that Clubhouse International is engaged in.
Their goal is to expand their reach and open new Clubhouses worldwide and to provide training and accreditations that elevate and assure the quality of the model. For this to happen, they advocate for more government funding needed to uphold mental health programs such as Clubhouse International and create research methodologies to evaluate Clubhouse member outcomes.
The idea is to have Clubhouses as commonplace as the YMCA or Boys and Girls Clubs.
The Escondido Clubhouse invites the community to partner with them and to take a tour of the facility. They want to get the word out to therapists, providers, and the public that they are here to support people with mental health diagnoses and to refer people to them.
Clubhouse membership is free and there for everyone. Mental health does not discriminate. Anyone can live with a mental health diagnosis. People who come have children, businesses, and degrees.
The Escondido Clubhouse is a non-profit organization that depends on grants and donations.
If you or someone you know is challenged with mental health issues, let them know about the opportunity that the Escondido Clubhouse provides.
They are located at 474 W Vermont Ave Suite 105. Their phone number is (760)7377125. Call to take a tour.
At the Escondido Clubhouse, there is life, activity, and recovery taking place as people come to a haven where “people are all the same, and everyone knows your name.”
For more information, visit: www.escondidoclubhouse.org.
Wall with artwork: “The original 12 murals on the old brick wall in the alley south of Grand between Maple and Broadway prior to the unveiling.”
committee member
ESCONDIDO ARTS
Esco Alley Art expands to Creek Trail
BY KATI COWAN
One person’s passion for hidden places sparked a revolution that will forever change how people see the alleys of Escondido and beyond.
Fascinated by the mystery of out of the way spaces, Heather Moe of Design Moe Kitchen & Bath had a vision to place murals on the weathered façade of a historic building that lined the alley south of Grand Avenue between Maple and Grand.
This one idea has now exploded into a total of 70 murals scattered throughout the city. And more are on the way.
With the launching of the City’s Escondido Creek Trail Beautification Project, Esco Alley Art seized the opportunity to continue their expansion moving out of the alleys.
Funded by the Escondido Public Arts Commission (PAC), this latest project will add six murals to the outside of the Neighborhood Healthcare building fronting the Escondido Creek Trail on East Valley Parkway.
The works of art will follow a theme of “fauna, flora and wellness” to meet the City’s goal of beautifying the trail and honoring the mission of Neighborhood Healthcare.
“Community Unity,” the latest mural, was unveiled in April during the Arts, Culture and Creativity month. It is in the alley behind the Escondido Art Association on the old brick wall of the John Paul the Great Catholic University’s building under renovation. Photos by Kati Cowan
Then
Carol Rogers and now committee member and founder of Esco Alley Art, Heather Moe installing one of the original murals on the old brick wall in 2021.
A Call to Artists attracted 39 submissions that were juried by Mayor Dane White, na-
ture columnist Ernie Cowan, Ellen Clark who is the Grants and Community Partnerships Program Manager of Neighborhood Healthcare and the Esco Alley Art committee. Eight works of art were selected out of which six will be finalists.
The eight artists are required to paint their concept onto a 36-by24-inch canvas. Six will be photographed, enlarged and printed onto aluminum composite panels to form six 15-by-10-foot murals.
The unveiling will be on February 28, 2026 at the Creek Trail site.
Esco Alley Art has come a long way since Moe’s first thoughts. With a little help from some friends, Esco Alley Art was formed in 2021 resulting in 30 murals on particle boards used as a canvas painted by a wide range of local artists who voluntarily gave of their time for a small stipend. All were united under one goal: to breathe life into the
alleys of downtown Escondido with colorful paintings and offer an outdoor art gallery for all to enjoy.
Enthusiasm for the idea grew and generated an expansion east along the same alley between Juniper and Broadway resulting in 28 more murals that graduated to laminated aluminum substrate panels. With this change, costs increased, agreements had to be drawn between Esco Alley Art and property owners to allow the mural installations, and more artists need to be recruited.
In 2023, 13 murals were produced. Among them, two stood out: “What is Love” and the “America Connects West” murals.
“What is Love” was painted by the German artist, Sebastian Stehr. It is the 86th in a series of 100 planned murals worldwide dedicated to indigenous children and is in the alley behind the Royal Traveler at 125 N. Kalmia St.
America Connects West is a mosaic made up of 1500 tiles, each painted by a different artist from all over North America contributing their own unique design resulting in a vibrant and colorful mural that celebrates the power of connection, collaboration and creativity. It is part of the Mural Mosaic’s Global Roots Project in collaboration with Esco Alley Art. The mural is located adjacent to Maple Square on the John Paul the Great Catholic University administrative building on Grand Avenue.
The next year was spent relocating murals to accommodate renovations that included the old historic building that bore the first panels of Esco Alley Art. Some of these murals now hang in the outside corridor of the California Center for the Arts Escondido (CCAE) while others were put in temporary storage until the renovations are complete.
In April, to celebrate “Arts, Culture and Creativity Month, the most recent Esco Alley Art project was completed through funding from the PAC and in collaboration with Calvin Christian School. This mural is a collection of several paintings created by K through 12 students and is rich in symbolism expressing the “Community Unity” theme.
The 20-by-10-foot piece hangs in the alley on the old brick wall behind the Escondido Art Association Gallery.
Never idle, Esco Alley Art is continuing its quest to inspire and promote mural art. A historically based endeavor in collaboration with the CCAE is already in the works for 2026. What started in a single alley of Escondido is now expanding like the rays of the rising sun, sweeping across the Hidden Valley.
America Connect West -Maple Square: “America Connects West tile mosaic mural adjacent to Maple Square.”
A season of gratitude, celebration, and bold new beginnings
BY KAY BATES, President & Chairwoman, Escondido Chamber of Commerce
As the year draws to a close, I find myself reflecting with deep gratitude on all we’ve accomplished together as a community. Escondido continues to shine because of the people who call this city home, our business owners, our entrepreneurs, our volunteers, our residents, and every partner who shows up with heart, commitment, and a love for this city.
This holiday season, I want to extend my warmest wishes to you and your families. May these weeks be filled with connection, joy, and moments that remind you how much purpose lives in the everyday contributions you make to Escondido. 2025 has been a year of growth, renewed energy, and collaboration. From strengthening partnerships with our local leaders, to elevating our Chamber programs, to creating spaces where businesses feel supported and seen, our momentum has been real, and it has been shared. Thank you for being part of that progress.
And now, as we look toward 2026, I can’t help but feel an incredible sense of excitement. Our Chamber is stepping into the new year with fresh vision, and a commitment to innovation that will elevate the entire business community. We are preparing to launch new ideas, expand opportunities for engagement, and champion projects that will strengthen Escondido’s economic vitality and community pride.
The City of Escondido is on the cusp of an extraordinary chapter. With collaboration, creativity, and the unwavering spirit of our community, we are poised to make 2026 a year where transformation meets possibility.
To our Chamber members: thank you for believing in the mission, for investing in your businesses, and for showing up for each other. To the broader Escondido community: thank you for trusting us to serve, to lead, and to advocate for the place we all love.
I am honored to serve as your President and Chairwoman, and I step into the new year with hope, enthusiasm, and a deep devotion to the success of every business and every resident who makes Escondido extraordinary.
Wishing you a joyful holiday season and a bright, prosperous, and inspiring start to 2026.
Artist, wood sculptor, EAA president talks about origins of his work
“I actually begun woodshop when I was eight years old,” says Adrian Stewart, a local plein air painter and wood art sculptor and now serving as president of the Escondido Art Association.
“In many ways art and woodcraft saved both my soul and my life,” he says.
Stewart grew up in Scotland and was put into some very difficult British boarding schools at a young age. “But once a week after evening meal a small group of students were given permission to go to a little sports pavilion next to the playing fields that acted as a workshop.” They were taught carpentry and woodcraft by their math teacher.
“It is in these workshops over the years where I learned carpentry and wood craft and how to turn wood on a lathe, I even learned metalsmithing and welding,” Stewart recalls.
“The first mahogany bowl I turned at twelve years old and gave to my mother for Christ-
ESCONDIDO ARTS
Sculptor artist Adrian Stewart in his studio.
mas. I remember how thrilled she was to have something made by her son. It sits on my table now and reminds me of my lovely mum.”
He continues, “The workshops and the art studio became sanctuaries for the rest of my boarding school life. I spent every free moment in the art studio painting and drawing, my art teacher for those years is now a famous Scottish Artist, John C Brown Royal Society of Watercolorists and he is still my artistic mentor some fifty years later!”
Today Stewart continues the legacy of this in both his painting and his wood art sculpting. “I’ve painted continually since those years. I learned plein air painting, which is painting on site and outside in the elements,” he says. “In my painting I want to really feel where I am, rain, storm or snow, as the artist and writer Robert Henri says I wanted to feel connected to my subject. I was travelling so much. I’ve lived and worked in some 27 countries before settling in Escondido. I always made sketches to remember the places, vistas and people I visited.”
He describes how, “in plein air painting the elements are as much part of the creative process as the artist. Once when I was painting on the east coast of Scotland one early morning in winter. It had snowed and the wind was bitterly cold coming off the North Sea, the water in my paints was freezing. I was huddled in a hollow sketching and a passerby walking his dog shouted at me in a thick Scottish accent “Are you deid?” “No!” I said “I’m just painting!”
In Stewart’s wood art sculpture, he also make the same connection with the raw wood. “It won’t be a surprise to any of my colleagues at EAA that I like to break conventions. I create asymmetrical shapes intentionally. It’s amazing to work with a love tree limb or branch that still holds its natural essence and beauty. I use a lot of salvaged wood, often from around Escondido, if I hear a woodchipper, I’m off to find it and see what I can salvage!”
Looking at Stewart’s wood art one is immediately struck with the mysterious and whimsical beauty of the work, its unconventional form and combinations.
“In working with wood, one tries to sense what might be inside the surface, what grain, knots or heartwood will reveal themselves. I even carve root balls which are particularly challenging but often strikingly beautiful inside. I leave some of the original surfaces of the wood untouched, this is called “live edge.” Quite often it is what you don’t carve that makes the piece. I like the contrast of turned and highly polished surfaces with the rough raw natural form and shape that the tree made itself. I also blend wood with resin casting, casting wood pieces or even seeds into the mold for example I made a Sculpture using the Sugar Gum Maple trees cast into resin and then turned. It’s stunning and it’s the seeds that make it so beautiful.”
“I always try to sense in my soul what the wood wants. After all I am working with something nature was working on for tens if not hundreds of years. If you pause and connect
with the wood, you can sense it.”
Stewart adds, “I am only one of many talented and skilled woodcraft artists in the North County community. It is something people don’t realize how much woodcraft talent and skill there is here in our Escondido community. Brian Murphy, founder and owner of Murphy’s Fine Woodworking is an exceptional local statesman and ambassador for wood artists. He founded the Annual Wood Show at our colleague gallery The Escondido Arts Partnership presenting the finest wood designs and crafts work in the area. Brian has done an enormous amount of work building and showcasing the woodcrafts in Escondido and throughout the region. He’s a champion for wood artists and crafts people.”
He concludes, “The many local artists, skilled crafts people and wood workers add enormously to the cultural value of Escondido and North County. We should recognize and applaud these artists and crafts people and share their stories. They bring a rich cultural heritage to our community.”
Adrian Stewart is a local plein air painter, wood art Sculptor and serving president of the Escondido Art Association. When he’s not painting, sculpting or leading EAA he serves as a facilitator in breakthrough global cancer research collaboration between centers of excellence in the US and India.
His studio website is www.awsomart.com. Email him at adrian@awsomart.com or also at adrian@escondidoartassociation.org.
Pine Cone vase by Adrian Stewart.
Trufold by Adrian Stewart.
From the Garden to the Sea by Adriana Stewart.
A
year of wonder: Grape Day S.T.E.A.M. Foundation’s successful first year
The Grape Day S.T.E.A.M. Foundation at Deanna Smith Ranch has completed its first year—an extraordinary, heart-warming, and wildly successful year that has already impacted over 100 students and counting.
What began as a vision to fuse science, technology, engineering, arts, and math with hands-on agricultural learning has grown into a transformative educational experience that students, teachers, and families will never forget.
A Year Filled With Discovery and Joy
From the very first class, students stepped onto the ranch and into a world many had never experienced before, one filled with fresh soil, open skies, curious animals, and endless opportunities to engage their senses and creativity. Hundreds of letters poured in from students, each describing moments of surprise, wonder, and genuine connection to the natural world.
Many students wrote about building their first birdhouses, measuring angles, learning tool safety, and assembling each piece with care. Others shared how much they enjoyed tending to the ranch’s feathered residents. Feeding chickens, gently filling their nesting boxes with pine shavings, and discovering that chickens are not only hilarious little characters but surprisingly cuddly and comforting, “like holding a baby doll,” as several students described.
For some children, it was the first time they had ever held a live animal. Their letters overflowed with excitement, pride, and affection.
Growing Their Own Food—From Seedling to Lunch Plate
One of the most talked-about experiences was inside the ranch’s greenhouse. Students got their hands in the soil, planting the very crops they would later harvest—organic greens for a fresh salad mix, plump tomatoes destined to become sauce, and the star of the sea-
Deanna Smith of Deanna Smith Ranch and a cornucopia of fresh produce.
Birdhouses made by the students who visited Deanna Smith Ranch.
son: spaghetti squash.
To the surprise of teachers, staff, and even the founder herself, scores of students had never heard of spaghetti squash and had no idea such a vegetable existed. Skeptical at first, they were soon mesmerized watching its transformation from a hard yellow gourd into golden strands of “noodles” that paired beautifully with the tomato sauce they helped grow.
The biggest surprise…? Many students asked for seconds.
The program not only introduced them to new foods—it empowered them to make healthy choices, understand where food comes from, and participate in the full life cycle of seed-to-table nutrition.
Hands-On S.T.E.A.M. Learning at Its Best
Every activity throughout the year was designed to weave S.T.E.A.M. principles into real, meaningful experiences:
Science through soil testing, plant biology, and animal behavior
Technology in greenhouse systems, irrigation, and environmental controls
Engineering as they built birdhouses and problem-solved ranch challenges
Arts through nature-based projects, culinary learning and design thinking
Math while measuring garden beds, calculating feed, or tracking plant growth
Collecting eggs. Some
describe
Students weren’t just told about these concepts—they lived them. A Growing Community of Curious, Capable Young Learners.
Teachers consistently expressed how engaged, inspired, and enthusiastic their students became after each visit. Many shared that children who struggled in traditional classrooms came alive on the ranch—asking questions, leading group tasks, and showing newfound confidence.
The foundation has already created ripples of positive change that extend far beyond the farm. Students are sharing their experiences with families, requesting fresh produce at home, and expressing a deeper curiosity about nature, food, and the sciences. Parents report amazement with the effects on their children. Some even demanding the make spaghetti squash for dinner. By the way, you will find the spaghetti squash recipe on our website: www.smithranch.com.
Looking Ahead
As the Grape Day S.T.E.A.M. Foundation enters its second year, momentum is stronger than ever. With expanding curriculum, deeper school partnerships, and a growing community of supporters, the ranch is poised to continue inspiring young minds in ways that feel magical, memorable, and life-shaping.
What began as a dream on an organic farm has become a thriving educational move-
ment—one that proves that when students are given the chance to explore, touch, build, plant, nurture, and discover, they not only learn—they flourish.
Year one was unforgettable. Year two will be extraordinary: A Call to Our Community We invite the entire community to come together in support of our youth, our future.
The Grape Day S.T.E.A.M. Foundation’s mission cannot thrive without the generosity of donors, the dedication of volunteers, and the encouragement of those who believe in giving children meaningful, life-shaping opportunities.
This unique program empowers students to become strong, capable, curious young leaders with life skills, academic enrichment, and entrepreneurial thinking. But to continue growing and expanding our impact, we need your help. Whether you can contribute time, treasure or talents, your support directly fuels innovation that equip our youth with skills for their lifetime. Students will continue to learn about real food, basic trade skills and business skills as they harvest, cook, build and go to market. To learn more or to get involved, please visit www.smithranch.com.
Together, we can cultivate a brighter future—one student, one seed, and one life-changing experience at a time.
Amen.
Deanna Smith of Deanna Smith Ranch with some of the youngsters who had never visited a farm before.
children
chickens as “like holding a baby doll.”
ESCONDIDO COMMUNITY
Escondido veteran quietly builds community and icons
BY MICHAEL HOWARD
Inside a converted industrial space on Orange and 9th Avenue in Escondido, entrepreneur and U.S. Army veteran Shayn Mitchell is transforming “unseen” individuals into public-facing speakers, coaches, creators, and community leaders.
“We focus on building future icons,” Mitchell told Escondido Magazine on a cloudy Saturday morning in November.
Mitchell defines an “icon” as “someone who is purpose-driven, [who] practices what they preach and focus-
Icon Industries podcast and multimedia studio A. Photo courtesy Icon Industries.
Icon Industries podcast studio in Escondido. Photo by Michael Howard
Army Veteran and Icon Industries CEO Shayn Mitchell poses in front of his podcast and media studio in Escondido.
Photo by Michael Howard
es on generational impact.” To that end, the company’s goal is to take clients from being “unseen” — meaning having minimal social presence whether online or in a public sense — to “on stage,” meaning to prominence on any platform.
As the CEO and founder of Icon Industries, Inc., Mitchell says his company focuses on guiding clients through a structured process that blends multimedia production, education, and strategic community building. He has developed a sequence of content-driven steps — an icon building system — that germinates growth, exposure, and eventual monetization.
The core of Icon Industries’s approach is in its use of podcasts and related media to build what Mitchell calls a “content multiplier.”
Mitchell draws from his time in the Army as the inspiration. “The military used to use the term ‘force multiplier.’ You put in the effort one time and you get multiple outputs,” he says. Applying this model to media production, a single podcast episode can yield clients a long-form video, some audio, multiple short clips, and social-media-ready micro-content. “From four episodes, we can generally develop about 60 pieces of content,” he explains.
The company then guides clients in how to use those assets strategically. “We show them how to leverage that for YouTube, put the short clips on social media and drive all back to their own website,” he says. But not back to social media. Mitchell emphasizes, “They don’t own the platform [on social media] so it can be taken away from them tomorrow.”
Because of that vulnerability Mitchell encourages clients to identify and cultivate long-lasting audiences that are independent of third-party platforms like social media.
Much of his philosophy centers on community development. Mitchell explains the distinction between marketing to the broad public and cultivating a dedicated “private pond,” as he describes it.
“Everyone’s like, ‘Oh, blue ocean, blue ocean,’” he explains. “But I tell everyone, would you rather fish at your own private stocked pond? That’s your community.” In his view, a strong community creates “raving fans” whose engagement activates “the law of reciprocity,” giving clients a sustainable support base. Mitchell cites several examples of how this system has been used to elevate individuals and organizations.
One of his most notable clients is Dr. James Dixon, a motivational speaker whom Mitchell says was once deciding whether to get food or a hotel. But who now receives up to $100,000 to be on stage for 45 minutes at a time.
“Now he’s personally coaching Mike Pence, (yes, the former U.S. vice president)” Mitchell reports. He says Dixon is counseling
other high-profile clients and there’s even a documentary out based on him.
But not all Icon Industry clients are individuals like Dixon. Corporate clients are often after the same type of outcomes. And in those cases, just like with individuals, the same system can be used. For example, Mitchell says he’s currently working with a firm of professional trustees and fiduciaries.
“They’re a done-for-you client,” Mitchell says, meaning they want a turn-key solution and minimal involvement. “We’re building up the community [and] getting ready to launch the online courses.” Their podcast, launched in September, is “already at 10,000 views a month,” Mitchell reports. “It’s starting to take off for them.”
When a business solution is part of a system, Mitchell says a key aspect is identifying where in the solution cycle the client’s circumstances warrant attention. “A lot of times the people that come to me don’t have anything yet,” he explains. “Or they understand, ‘OK, I have a business and I have a sales fun-
nel,’ but ‘I don’t know how to drive anything to it.’ ” Mitchell’s goal is to identify the fastest path to revenue based on whatever strengths a client already possesses.
The company combines its multimedia services with coaching, strategic planning, and the gradual rollout of online education products. Mitchell recently expanded the business with a new training center. He sees this expansion as the next level where he wants to go. “Because I want to do business incubation,” he says. The education center also serves a practical function: “The people that I’m building up need to host classes,” he reports.
Mitchell also revealed that Icon Industries is now the headquarters for SD Weekly Magazine, a publication owned through a network of brands by his associate Mo Rock, the CEO of the Los Angeles Tribune. “This gives us some more national PR capabilities,” he says, adding that he anticipates future partnerships with local outlets.
Mitchell’s path to success began long before Icon Industries. His personal story
Collaboration corner at Icon Industries features community artist painting. Photo by Michael Howard
Icon Industries podcast and multimedia studio B. Photo courtesy Icon Industries.
includes a childhood marked by instability. “Unfortunately, my mom was an addict,” he reveals, noting that he spent periods of his life living in vehicles. While difficult, he says the experience contributed to a grit and determination later strengthened by military service.
“Had I not left for the military, I would not be the person I am today,” he says. “I might not be here.” Mitchell credits the U.S. Army with shaping the discipline and resilience that underpin his career. He joined between his junior and senior year of high school.
Serving from 1996 to 2002, Mitchell specialized in electronic warfare; working on radios, communication security, radar, night vision - anything that was electronic and often within top-secret environments. He deployed to Kosovo in 1999, installing new systems designed to track friendly vehicles in the field.
After his service, Mitchell went on to become an electromechanical engineer. It was during this time period that his systems-based approach began to form. “Being an engineer, I was always troubleshooting, asking how can I optimize it?” he recalls.
The catalyst came in 2007 when he and friends made a 30-minute comedy-horror film on a whim, despite lacking experience and equipment.
“It was fun,” he recalls. “We made a short that still exists on YouTube today.”
The project introduced him to video production and eventually to designing early drones, years before the technology became commercially widespread. “I ended up building my own drone, it cost me close to $10,000 to build,” he remembers.
By 2014, as a single parent with full custody of two children, Mitchell left his engineering job and launched his first business, My Drone Cameraman. The shift came with some definite financial hardships.
“I went from a nice cushy multi-six-figure income to 11 grand my first year.” He laughs about it now but it marked the beginning of what would become a sequence of evolving media-related business models—leading to the Icon Industry that exists today.
Mitchell’s business could have been located anywhere in Southern California, but he
chose to commit to Escondido. “I pretty much grew up here,” he says. Born at Camp Pendleton, he lives today on property in Hidden Meadows purchased by his grandparents in 1972. Despite having lived across the world— from Germany to Singapore—Escondido remained home.
He cites the city’s local community feel, the increasing cooperation among residents, and a supportive business climate. “People are actually looking out for each other,” he says about the city. With continued investment and revitalization, he believes the city is going to get even better.
For Mitchell, the focus remains on helping people realize their potential through structured systems and genuine community connections. “We’ve always done better in community,” he says. “In the modern day, we’re losing our community. But the humanness of everything is making a resurgence.”
He hopes Icon Industries—and the network growing around it—can contribute to that resurgence.
Singer/songwriter Max Devereaux will release his first record with Track City. The recording, “Hidden Valley Sound,” is just in time for Christmas gifting.
A GOOD TRACK RECORD: store does more than just sell albums
BY JOSH BOARD
As a music fan with thousands of albums and CDs, I can never walk by a record store without going in (and unfortunately, without making numerous purchases). I remember one time being surprised when in Hillcrest to hit Record City (which is now off Sports Arena), I saw that Cargo Records had a record shop. Yet that punk rock label was based in San Diego, so I figured that made sense.
Virgin Records was a label that had record stores everywhere.
I was envious of my buddy Dave Rosa when he was in Nashville and went into Third Man Records (Jack White’s label). He’s one of my favorite artists. After Rosa made a few purchases, the cashier invited him to come back that night for an intimate performance by Jack White. Third Man Records also has locations in Detroit and Soho. If you’re in London and have the time, hit it up.
Imagine my surprise when I found out Escondido’s own Track City Records was now starting a label. The owners feel that there’s a unique sound here, and a group of artists who haven’t had a true platform. They want to be part of a community that supports something local and meaningful. The way the music industry is now, they told me, “We want to build something that protects the heart of independent music and reintroduces a model of artist care that’s rare.”
Co-owner Bel Dacumos told me, “This label is our love letter to Escondido. Track City Records was built by the people who walk through our doors every week. They trust us with their weekends, their record collections, and their
Continued on next page
time, so the label is our way of giving something back that lives beyond the four walls of the store. We have always been a place where people discover music, so releasing music became the most natural next step. It began as a passion project, but we want to grow it into something sustainable. We want to create opportunities for local artists and for anyone whose sound aligns with the identity of Track City Records.”
The other owner, Aubrey Espiritu, added, “Our vision blends heart and structure. We care deeply about the artists we work with, but we are also intentional about building this label in a way that can stand beside bigger names one day. We want longevity. We want artist development. We want releases that feel curated and meaningful. Independence is not a limitation. It is a choice to build with integrity. Track City Records Label focuses on small-batch physical releases, intimate listening experiences, storytelling, and hands-on artist partnerships. We are building slowly and intentionally with a longterm plan.”
I wondered how they find artists? I’m told that
with the shop being a gathering place for musicians, artists are also hanging out there. Much like how you saw in the John Cusack/Jack Black movie “High Fidelity” (and if you haven’t seen that movie from 25 years ago, watch it and thank me later.)
Singers come in and bring demos. Maybe they walk up with a CD and ask if they can play a song or two. The venue also hosts listening parties and small performances. They also get links sent to them, or even discover someone who’s strumming a guitar at a street fair.
Aubrey told me they’re drawn to artists with a strong sense of identity, and understand who they are creatively. “It’s not about chasing trends,” she said. “We want music that feels intentional and timeless.”
Since it looks like there’s only one artist on their label, I asked about that. Bel told me, “We’re building this roster slowly on purpose. We want to give each artist real attention and care. Quality will always be more important than quantity.”
That artist is Max Devereaux. His debut re-
Track City Records is a treasure trove for classic music lovers. You can buy CDs, albums, and even cassettes.
lease will be his country record, “Hidden Valley Sound.” It was written, produced, and shaped entirely in Escondido. Devereaux walked into their shop, and conversation led to listening sessions.
Now they’re also working with musician Andy Gallagher, who performs under the project Trains Across the Sea.
Devereaux told me, “Track City Records feels like home. Working with Bel and Aubrey has been one of the most meaningful creative experiences of my life. This album came from a difficult place, after a serious health scare.”
He continued, “I was stuck between uncertainty and recovery, trying to figure out what my life looked like from that point forward. My brother-in-law passed away in 2022, and I found several of his guitars in a shed. He was a Baptist minister and close friend of Johnny Cash. The guitars were like artifacts, heavy with history. They matched the emotional state I was in. I started writing immediately. The memory of those instruments guided the music. I thought about him. I thought about Escondido.
The owners of Track City Records and the new record label.
I thought about Johnny Cash and what his earliest sound might have been like – stripped down and essential. The writing and recording became therapeutic. I wanted the record to echo into the Sun Records era. Releasing this record with a label that understands the heart of the project means everything to me. ‘Hidden Valley Sounds’ was made in Escondido, and it deserves to be released in Escondido.”
The recording will be released in December making it a perfect Christmas gift for the music lover in your family. It will also be part of the store’s one-year anniversary celebration—which will include a listening event.
Artists can send demos, private links, or sample tracks to: contact@trackcityrecords.com. They also maintain a Bandcamp page for future submissions and releases, and they assure me, they listen to everything submitted.
Let’s see if they do anything with my Nickelback cover band (I’m joshing, of course).
Josh Board is an Escondido resident who has been a journalist for over 35 years, including years as a classic rock DJ. He can be heard every Friday morning on Newsradio 600 KOGO.
ELEMENTA, a first class dining experience
BY DAVID ROSS
There are few pleasures more basic than sitting down to a fine dining experience in a comforting, yet stimulating environment, with serving people and chefs who know their stuff. Getting “back to basics” is something that great chefs do. “Elemental” is another way of saying that you are getting back to the basics. In that sense, then, the Elementa restaurant at the Pala Casino & Resort, is basic dining on steroids. Elementa opened at Pala two years ago and this was the first time I had had a chance to visit it. I will definitely be back! I was joined in this dinner by my work associate Joshua. We decided to try the best that Elementa has to offer. I wanted to see how Elementa does seafood. Joshua doesn’t care for seafood, so he went a different route.
The menu offered a lot of options, but wasn’t overwhelming.
Elementa puts a lot of effort into making the dining experience special. They start off with small rolls of garlic bread and tomato butter (tomato-flavored butter in the shape of a small
Our waiter Andres was attentive and professional without hovering—a perfect combination.
tomato). I had never had tomato butter before and I enjoyed it a great deal.
I began with an Endive Salad with smoked salmon, Bosc pears (which come from France), Comte cheese and a balsamic reduction. Endives are an interesting combination of bitterness and sweetness that pairs well with the nutty savor (think gruyere) of the Comte cheese and smoked salmon.
I also had the Oysters & Pearls, a combo of fresh oysters, caviar, Yuzu Jelly, a Japanese favorite, and Fennel Mignonette, which added a little heat to the combination. Oysters and Pearls is a signature dish at the famous French Laundry restaurant near San Francisco, and its inclusion on Elementa’s menu is a sophisticated touch.
Joshua had the Local Market Salad of seasonal greens and fruits with Calamansi Vinagrette, which was fresh and crisp.
For my main course I decided to splurge and order the Elementa version of “surf and turf” called Elementa Land & Sea. This feast included a 5 oz. Ribeye Cap cooked rare and succulent that almost melted in my mouth combined with Alaskan King Crab, Celery Root Puree and Chimichurri (which is a specialty sauce created by Elementa’s chef). Crab is one of my favorite foods and I can say honestly that this was the best crab I have had. Tender and sweet and not needing tons of butter to mask those flavors.
Joshua ordered the 8 oz. Omaha Prime Filet. He said, “It was cooked perfectly and of great quality.”
Joshua and I both ordered their Twice Baked Potatoes and Ratatouille side dishes. Truthfully, either dish would have almost qualified as a meal in themselves.
For those who have never had it, Ratatouil-
le is a Provençal stew usually made with eggplant, zucchini, tomatoes, bell peppers, and onions. Incredibly savory and satisfying in and of itself.
I’ll leave Joshua to describe it: “The Ratatouille was divine! I really enjoyed that the most. It’s not a common item you see on menus, and it was delicious, and came to the table very hot.”
The Twice Baked Potatoes were creamy, hot and delicious. “Hard not to rate at the top of my potato experiences,” as Joshua put it.
I finished my sumptuous repast with Chocolate Hazelnut Mousse. It was dense, sweet and deeply satisfying—as was the entire dining experience.
Our venture into the world of Elementa was something I would highly recommend to anyone who is a fan of fine dining. And it’s just a few minutes away!
The elegant dining room of Pala Casino’s Elementa restaurant.
Paul and Katie Tseng with their puppy Wolfgang Amadeus Tseng at the piano in their living room. Photos by Kati
Cowan
Music, a force more powerful than a hurricane
BY KATI COWAN
Cellist Paul Tseng and pianist Ching-Ming Cheng performing at their recent concert at the California Center for the Arts
The first few mellow tones of the cello struck a chord and caught me off guard. I found myself in tears, deeply moved and close to sobbing.
Apparently, this is not unusual according to Paul & Katie Tseng of Intimate Classics, an informal classical concert series at the California Center for the Arts, Escondido (CCAE), Center Theatre.
Paul is a world-renowned cellist with a Master’s Degree from the revered Juilliard School and the second cellist ever to be awarded the Doctor of Musical Arts degree at the Peabody Conservatory at Johns Hopkins University.
His interest in music was ignited by a public-school teacher who introduced him to the classics and encouraged him to aim for Juilliard.
Tseng performs and oversees the concerts and his wife Katie, an educator and owner of a Christian Montessori School, is his biggest promoter and supporter. She leads the nonprofit San Diego Music Society born of their mutual desire to reach as many people as they can with music that is accessible to all.
Katie recalls a concert where several people in the audience wept out loud affected by the composition.
This is the power of music.
It touches the depths of our being and speaks a language that only hearts can understand. This is Tseng’s goal with every performance. He knows that music is the language of the soul and has the capacity to inspire, transporting the listener to higher dimensions.
Often throughout each Intimate Classics concert, Tseng reaches out to the audience with sensitivity, telling stories about the composer or sharing his experience with a particular composition or even admitting the challenges he faces when playing a more difficult piece and always dedicating a number to his wife Katie—whom he
Escondido, Center Theatre.
says is his muse.
His genuine from-the- heart conversations create that intimate atmosphere that the series was named after. He wants everyone to feel relaxed and comfortable as if they were in his home listening to some unplanned music, hanging, jamming and visiting with friends allowing the tones to transform and heal.
“And part of that is, you’re up close, you hear the music, somebody’s speaking to you, like a friend is speaking to you, sharing something , and you feel more connected to the music,“ said Tseng. “And we bring that same feeling from the living room to large concert halls, and we’re trying to let everybody know that you can still have that kind of engagement, it’s all about how you approach the music, and it’s all about how they present the music to you.”
That’s how this all began. The Tsengs hosted some of these concerts in their living room for a while until a fortunate encounter with generous benefactors, Bruce Will and his father Robert Will, who had funded classical concerts at the CCAE for several years through their nonprofit, Jean Will Presents, a philanthropic organization named after Robert’s wife, who was an artist and muralist, and a strong supporter of classical music. They were hoping to resurrect a classical concert series and with the Tsengs being of the same mind, “Intimate Classics” was born.
Extremely grateful for the Wills’ support, the Tsengs know that without it, Intimate Classics would not be what it is today.
They are equally grateful to the CCAE Foundation for their cooperation and offering the Center Theater to host their concerts.
According to the CCAE Foundation’s mission statement, they are committed to providing a welcoming and inclusive environment where all people
feel valued, respected and belong and to make art and cultural experiences accessible to all, regardless of economic, physical and social barriers.
This underscores the Tsengs’ intentions, so much so that through the San Diego Music Society of which Paul is the artistic director, and thanks to the generosity of its donors they can provide free tickets to students from middle school to college so that they can experience a classical music concert and perhaps ignite a passion for it like it did Tseng.
For Tseng, playing his cello is more than just performing. His heart no longer gravitates towards impressing people as he did when he was younger. His intention, now, is to play music to move people. It is in some way a spiritual quest.
The cello is a beloved musical instrument, according to Tseng. People can relate to it the most because the sound of the cello is the closest to the human voice’s vocal range and the body of the cello resembles that of a person. Its exquisite tones have a way of beautifully expressing human emotions. It is a perfect way to reach into the psyche delivering a divine message.
“There’s a force more powerful than a hurricane or nuclear energy,” said Tseng in his TED Talk. “Its impact goes beyond the physical. It alters the trajectories of lives at the individual and societal levels. I am talking about the power of music integral to our lives.”
He emphasizes this point as he recounts enemy soldiers coming together in a spirit of camaraderie to sing Christmas carols for a brief pause during WWII, music being the vocal advocate for peace.
Tseng believes that all music is sacred and can transform lives—elevating us to a higher state of awareness that connects us with our spirit.
Music has its genesis in the spiritual. Orig-
inally, only the voice was considered sanctified and acceptable as with Gregorian Chants while instrumental music was considered profane.
Johann Sebastian Bach was the first to write for every instrument and incorporate scripture into his vocal choral music.
“Bach stated it better than anyone else, “ said Tseng. “The principal purpose of music is for the glory of God and the refreshment of the human soul. If you listen with an open mind, it can elevate you.”
He hopes that people will come and say, “I want to be connected to the music, and I want to allow myself to be transformed inside, just for these 40 minutes or an hour and a half of the music, just for this moment, let me be in a different place.”
“We have a divine appointment with Intimate Classics, “ Tseng said. “You never know whose life may be touched if they come to this concert. “
The Intimate Classics season continues with four more performances starting with a Classical/Jazz fusion master pianist performance at 3 p.m. January 18 in the CCAE’s “living room,” the welcoming Center Theatre.
The three other concerts will be held on March 8 with the Lincoln Trio, April 26, showcasing internationally acclaimed cellist Amit Peled and concluding the season May 31 with the founding member of the legendary ninetime Grammy Award- winning Emerson String Quartet, Eugene Drucker and Friends.
Tickets are available for purchase at: www.artcenter.org/ic
The San Diego Music Society accepts donations to help introduce students to the classics. For more information about the San Diego Music Society see www.sdmusic.org
Paul Tseng with his cello.
Building the Future Together: Highlights from 12 Years in EUSD
BY LUIS RANKINS- IBARRA, Superintendent, Escondido Union School District
Dear Escondido Community,
As I reflect on my 12 years as Superintendent of the Escondido Union School District, I am filled with deep pride and gratitude for all that we have accomplished together. As I prepare to retire at the end of this school year, I want to share with you some of the milestones and transformational work that have shaped our district and strengthened our connection to this incredible community.
When I first arrived in Escondido, one of my earliest and most important challenges was to rally support for a school facilities bond that would give our students the modern, safe, high-quality learning environments they deserve. Thanks to the trust and partnership of Escondido voters, Proposition E—an investment of $182.1 million—was successfully passed. This support launched a districtwide modernization effort that continues to positively impact our students every single day.
Today, the results of that investment are visible across our schools. Central Elementary School and Orange Glen Elementary School now feature beautiful new facilities that have transformed their campuses and re-energized their communities. At Del Dios and Mission Middle Schools, new two-story classroom buildings and campus upgrades have elevated the learning experience and brought our facilities into the 21st century. Along with these major projects, countless smaller— yet essential—improvements such as playgrounds, shade structures, underground electrical and plumbing upgrades, and modern HVAC systems have created safer, healthier, and more welcoming spaces for students and staff.
But the transformation of EUSD has been more than physical. We have also expanded and enriched our academic offerings to give students and families more choices than ever before. Quantum Academy—a school of choice serving grades 4–8—has become a regional model for project-based learning, drawing visitors from across the
state and country. Conway Academy of Expeditionary Learning continues to shine as a leader in hands-on, student-driven learning experiences that connect academics with real-world exploration.
Today, with our districtwide Framework for the Future, every school is adopting a personalized and authentic learning model. This vision ensures that students can explore their passions, follow their curiosity, and engage deeply in experiences that build confidence, creativity, and critical thinking. Whether during the school day or through expanded after-school programs, students have access to music, fine arts, performing arts, culinary arts, gardening, and countless other opportunities that enrich their education and nurture the whole child.
Our partnerships have also played an essential role in expanding opportunities for students. Through our collaboration with the YMCA, students enjoy swimming instruction in the beautifully renovated pool. Our districtwide Rugby Program gives students the unique chance to train with professional athletes, building not only athletic skills but also teamwork, perseverance, and leadership.
As I look back on more than a decade of growth, innovation, and collective effort, one thing is absolutely clear: The Escondido Union School District is a district on the move. Our momentum is strong, and the future is bright. The work we have done together has built a foundation for continued excellence—and I am confident that EUSD will remain a district to watch for many years to come.
Thank you, Escondido, for your trust, your partnership, and your unwavering belief in our students.
With gratitude.
For more information about the Escondido Union School District visit our website at EUSD.org
“Screwtape Letters” coming to Escondido in January
Interview with director who originated the role
BY DAVID ROSS
The Fellowship for Performing Arts will bring the dramatization of C.S. Lewis’s “The Screwtape Letters” to the stage at the California Center for the Arts on Sunday, January 18, at 3 p.m.
Lewis, best known for his “Chronicles of Narnia”, wrote “The Screwtape Letters” during World War II. The play brings the novel to life.
Max McLean, who has adapted Lewis’s books to the
The demon Screwtape with his infernal helper Toadpipe in his office in Hell.
stage and played Lewis to film in “The Most Reluctant Convert” played the demon Screwtape in the original show nearly 20 years ago. Now he is directing Brent Harris as Screwtape (Scar in “The Lion King” national tour).
“The Screwtape Letters,” and “Narnia,” remains the author’s most popular and influential works. “Screwtape” provides piercing insight into human nature and makes readers squirm in self-recognition. Published in 1942, it brought fame to the heretofore obscure Oxford don, including the cover of Time magazine in 1947.
Set in an eerily stylish office in hell, where God is called the “Enemy,” and the devil is “Our Father Below,” the play follows His Abysmal Sublimity, Screwtape, and his slavish creature-demon, Toadpipe, as they train an apprentice demon, Wormwood, how to tempt an unsuspecting earthly human.
Lewis hatched the idea while listening to Adolph Hitler’s speech to the Reichstag on July 19, 1940, during the Battle of Britain. He was listening to a BBC translation. He wrote: “I don’t know if I’m weaker than other people, but it is a positive revelation to me how, while the speech lasts, it is impossible not to waver just a little. Statements which I know to be untrue all but convince me, if only the man says them unflinchingly.”
He dedicated “Screwtape” to his close friend
J.R.R. Tolkien, author of “The Lord of the Rings” trilogy, although he warned him that delving into the craft of evil would put Lewis’s mind “in danger.” Lewis conceded: “Though I had never written anything more easily, I never wrote with less enjoyment . . . though it was easy to twist one’s mind into the diabolical attitude, it was not fun, or not for long. The work into which I had to project myself while I spoke through Screwtape was all dust, grit, thirst and itch. Every trace of beauty, freshness and geniality had to be excluded.”
“The Screwtape Letters” is on a national tour that began in the fall of 2024 and is scheduled until next April—although the director thinks it will go longer.
I spoke to McLean about the production. I was curious how much “fire and brimstone” there is to the production and how much old-fashioned acting?
“The set recreates imaginatively an office in hell,” said McLean. “The costumes and design evokes an eerie, unpleasant place, with a lot of bones and skulls. The premise of the set is that human souls are food for demons. So it reflects kind of consumed souls.” He added, “It’s not an elaborate Broadway show, but for a one person-show it’s elaborate.”
It’s not strictly-speaking a one-person show because of the nonspeaking character “Toad-
pipe,” who is mentioned in the book. This helps present Lewis’s epistolary novel (written as letters to Screwtape’s nephew) without confining Screwtape to his desk.
“We wanted to have a faithful production and we maintained the letter format but we didn’t want Screwtape behind a desk writing letters,” said McLean. “We gave Screwtape free rein of the stage so he could pontificate. Toadpipe was taking care of all the letter management, taking the dictation and sealing the letters. We’ve got this interesting mailbox device that receives the letters. It’s all done quite theatrically.”
McLean, who became a Christian as a young adult, has done a lot of his professional work recording the Bible. I asked how often he runs into people who have heard his recordings?
“Quite a bit actually,” he said. “I’ve done five recordings of the Bible. The first was in the mid90s. They are pretty ubiquitous on Bible Gateway.”
After his conversion, McLean founded The Fellowship for Performing Arts in the 1990s, “as an attempt to integrate my faith with my work. I was an adult convert. I was already an actor. I understood what great theater looked like and I formed a nonprofit organization. We wanted to create theater at a high level from a
Continued on Page 34
Max McLean, the originator of the dramatization of C.S. Lewis’s “Screwtape Letters” will bring that show to the California Center for the Arts, Escondido in January.
Brent Harris as Screwtape in “The Screwtape Letters.”
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Continued from Page 31
Christian perspective.”
Lewis’s book is more than 80 years old: How relevant is it to the modern audience?
“Theologically it’s certainly relevant,” he said. “Things like the Seven Deadly Sins; I don’t think they change over time. We make some very minor adjustments to the script. Some physical bits reflect current sensibilities, like scrolling on an iPhone screen. There’s an interesting runway scene that is contemporary. Those are physical expressions of some moral dilemmas. I think that part of it is timely and universal.”
He has done the show nearly 20 years, to more than 600,000. “We got the rights in 2005, did a production in ‘06 and a smaller production in ‘07 and a nine month run in 2010—and a sold
out run in London and five different tours. We closed during COVID and brought it back in 2024.”
Audience members often tell McLean how it affected them. “Three things I look for that guides our theatrical efforts. One it’s theater— so it needs to be entertaining and engaging, and the appropriate humor. For some people it’s pretty convicting because it speaks to certain personal concerns they have about their lives. Lewis was essentially writing about his own personal battles with temptation. That gave it transparency. That’s why he disliked writing it: it was too personal. He had to write with the mind of a demon to put himself in a place that wasn’t a pleasant place. We’re not a church service or an evangelistic event— but for some it’s a life changing event.”
“Screwtape” was one of the first Christian
books McLean read in his 20s after his conversion. “I never thought of it as theatrical literature until someone suggested,” he recalls.
He explained the central message of the book: “We sort of think of spiritual warfare and demonic activity as being like “The Exorcist.” Lewis takes it in a completely different direction. It’s about the simple day-to-day decisions we make. If you consider how many decisions you make, it’s a lot of little, tiny moments. Lewis intends that each decision we make is pivotal. It takes the central part of our soul one way or the other. We are turning that central part of us more into a heavenly creature or a hellish creature. That is the central dynamic of each of our lives.”
McLean hopes the takeaway, “is that the Devil is real and he’s dangerous. In the preface to one of his first editions, Lewis writes that the Devil’s greatest trick was convincing us he doesn’t exist.”
I pointed out that is also a famous line from “The Usual Suspects.” “It’s an archetypically deep seated idea,” he said. “The idea we mustn’t be blind to his power and we must put on the armor of God. Those were things Lewis wanted to do and by extension so do we.”
Must you be a person of faith to appreciate “Screwtape”?
“That’s part of the genius of Lewis,” says McLean. “He was an adult convert. He fought Christianity tooth and nail until he was 30 years old. He understood the obstacles to faith. He’s such a fabulous thinker, and imaginative writer that he has the ability to attract a very large audience—particularly among academics. He speaks their language. He is probably the father of the modern apologist movement.”
Has acting and directing the show changed him? “Very much so,” McLean says. “Just in terms of my own decision-making and my own sinful patterns that are just from unbelief or sheer disobedience.”
The Fellowship for Performing Arts has, over the years, made Lewis’s canon its number-one project. “It wasn’t intentional,” says McClean. “ ‘Screwtape’ led to ‘The Great Divorce’ [another Lewis novel.] If ‘Screwtape’ is spiritual warfare from a demon’s point of view, ‘The Great Divorce’ is from God’s point of view. Both were based on Lewis’s personal experiences. And that moved us toward his works.”
Although he wouldn’t necessarily consider himself a C.S. Lewis “scholar,” McLean concedes he has read “lots of Lewis and a lot of commentary and a lot of bios. The C.S. Lewis Foundation gave me a lifetime achievement award. So from a theatrical perspective people think of us as a very responsible interpreter of Lewis’s work.”
For more information visit:
ScrewtapeOnStage.com
To purchase tickets online visit: fpatheatre.com/tour/tsl-escondido/ or phone the theater at (760) 839-4138
The Box Office is located at 340 N Escondido Blvd., Escondido.
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