This magazine is printed and distributed in Vista each quarter. Readers also view each issue on the Chamber’s website and other social media!
PUBLISHER
Vista Chamber of Commerce
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Contact Vista Chamber of Commerce gumaro@vistachamber.org
COMMUNITY WRITERS
Elizabeth Bickford
Julie Smith Taylor
Jennifer Madsen Jones
Anne McDonnell
Miguel Martinez
CONTRIBUTING WRITERS
Betsy Heightman
John Franklin
Dr. Matt Doyle
Alma Gutierrez
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DESIGN AND PRODUCTION
Janet McAlpine Graphic Design
VISTA CHAMBER OF COMMERCE
170 Eucalyptus Ave., Ste. 115 P 760-726-1122 F 760-726-8654
info@vistachamber.org www.vistachamber.org
EDITORIAL ceo@vistachamber.org
board of directors 2025-2026
EXECUTIVE COMMITTEE:
CHAIR
Betsy Heightman
Vista Community Clinic
PAST-CHAIR
Zeke Corley
Your Insurance Place
VICE-CHAIRS
Kyle Adams
Prohibition Brewing Company
Joe Henschel
The Steeping Giant
Will Burtner
California Wine Experiences
SECRETARY
Matt Koumaras
Boys & Girls Club of Vista
TREASURER
Shannon Watkins
First Citizens Bank
CHIEF EXECUTIVE OFFICER
Rachel Beld
DIRECTORS:
Aaron Gobidas
GoBe Rewarded
Nadeem Haddad
SVN Vanguard
Roger Herzler
Cal State Univeristy San Marcos
Vicente Hinojosa
Vista Education Foundation
Jason Roberts
Frontline Careers
Christine Spielmaker
EDCO
Jennifer Vu
Handel's Ice Cream
Nicole White
Edward Jones
THANKFUL FOR VISTA’S BUSINESS COMMUNITY
As the holiday season approaches, I find myself reflecting on what I’m most grateful for, and at the top of that list is our remarkable Vista business community.
Every day, I have the privilege of working alongside entrepreneurs, educators, nonprofit leaders, and public servants who pour their hearts into this city. From family-owned shops and innovative startups to long-standing organizations, the people behind these enterprises are the heartbeat of Vista. Their creativity, resilience, and generosity make this such a vibrant and connected place to live and work.
At the Vista Chamber of Commerce, we see the power of gratitude in action daily. We see it when a business owner mentors a student through our Velocity Internship Program, helping shape the next generation of leaders. We see it when partners sponsor a Rising Star student scholarship or when volunteers dedicate their time to events that bring our community together, like Vista’s Strawberry Festival, Christmas Parade, or our new Fiestas Patrias celebration. Each of these moments reflects the spirit of Vista: neighbor helping neighbor, business supporting business, and a shared pride in our community. Gratitude isn’t just a seasonal sentiment; it’s a leadership practice. It shows up in the way we greet our customers, encourage our employees, and celebrate one another’s successes. When we lead with gratitude, we create stronger relationships, more loyal teams, and a community that thrives together.
As I look ahead to a new year, I’m filled with appreciation for our Chamber members, team members, volunteers, and partners who make our work meaningful. Together, we’ve grown programs, expanded outreach, and deepened our impact, and we’re just getting started.
You can see more of the Chamber’s accomplishments and community impact in our 2025 Impact Report on page 22. I hope you’ll take a moment to celebrate how far we’ve come, and how much we can achieve when we work together with gratitude at the heart of it all.
From all of us at the Vista Chamber of Commerce, thank you for believing in Vista. May this season bring you joy, connection, and plenty of reasons to be grateful.
Vista Chamber President & CEO Rachel Beld
Leading with Gratitude:
Coomber Craft Wines
By Elizabeth Bickford
Coomber Craft Wines has made itself at home on Main Street in Vista, quickly establishing itself as a trusted business and community meeting place.
Skip and Maureen Coomber, the owners of Coomber Craft Wines, acknowledged the long road it took to open their doors, but share how wonderful it is to be in Vista. Maureen said “it’s a great feeling to finally be open in Vista Village, it’s cool how people embraced and really wanted us to open.” Skip went on to say that he feels “Vista is the Midwest of San Diego County.” They feel the city has truly championed their business, and helped them find their place in the welcoming streets of Vista Village.
Coomber Craft Wine, while focused on their big and bold award-winning wines, are also determined to offer an inviting and cozy tasting room. It’s their goal to make you feel comfortable. Skip said “we want this to be your third place”, if you’re not home and you don’t have to be at work, they want you to enjoy spending your time with them. They invite guests to bring their children, their dogs, their friends, and settle in!
Coomber collaborates with their neighboring businesses. They encourage guests to bring food from outside restaurants, especially from their neighbors: Shaks Mediterranean Bistro, Mikko Sushi, and Seven Seas. They work together to make the process easy and convenient for you to pick up a bite and relax at Coomber.
The tasting room offers pre-packaged light bites, as well as a variety of additional beverages. They currently offer several blended wine-based drinks and frozen cocktails, including Froze! With the winter season approaching look for a hot drink option as well. Coomber offers live music every night and special events like Monday Night Football and Cigars, just stop by, there is always something to celebrate!
If you’re looking for a spot to host a special event, consider booking Coomber’s tasting room, they offer a partial or full buyout. Reach out to their special events staff member, Lisa Cody by calling their location for private event information. They also invite you to stop by for holiday shopping. They have a wide selection of wine themed and branded items. Their wine makes a perfect complement to any holiday meal – pick up their recently awarded 95 point Rutherford Napa Valley Cabernet Sauvignon Private Reserve to enjoy or bring one as a gift!
Skip and Maureen want to thank the Vista community, the City of Vista, and the Vista Chamber of Commerce for their warm reception and assistance in establishing their operations in Vista. Their long road to open doors has finally hit smooth sailing. They are so excited to be part of such a welcoming community.
Stop by Coomber Craft Wines located at 344 Main Street in Vista any time Monday through Thursday from 4 PM to 9 PM or Friday, Saturday, and Sunday from 12 PM to 9 PM. To view the live music schedule and current specials visit their website CoomberWines.com
Betsy Heightman Chair of the Board
Reflecting on a Year of Growth, Collaboration, and Community.
As my term as Chairman of the Board for the Vista Chamber of Commerce comes to a close this December, I find myself filled with gratitude and pride for what we’ve accomplished together. Serving in this role has certainly been a great honor. Over the past year, I’ve witnessed firsthand the strength, resilience, and creativity that define our Vista business community.
When I began this term, my goal was to help the Chamber continue building connections — between businesses, community partners, and residents — that fuel opportunity and growth. I’m proud to say that, thanks to our dedicated Board of Directors, Chamber staff, and engaged members, we’ve made meaningful strides toward that vision.
We’ve expanded programs that support local entrepreneurs, strengthened partnerships with educational institutions, and continued to advocate for policies that promote a vibrant, business-friendly environment in Vista. From our networking events and community celebrations to our leadership programs and local advocacy efforts, every initiative has been driven by a shared belief: that when local businesses thrive, the entire community benefits.
I also want to recognize the incredible leadership of our Chamber staff, led by Rachel Beld. Their tireless dedication and commitment to excellence are the foundation of
everything we do. And to my fellow board members — thank you for your collaboration, insight, and passion for Vista. It has been a privilege to serve alongside you.
As I prepare to hand the gavel to our incoming Chair, I do so with full confidence in the Chamber’s continued success. The future of Vista is bright — and our Chamber remains at the heart of that progress.
To our members: thank you for your trust, your engagement, and your belief in the power of community. I look forward to continuing to support the Chamber’s mission in new ways in the years ahead.
It has been an honor to serve as your Chairman of the Board.
With gratitude,
Betsy
Betsy Heightman Chair, Vista Chamber of Commerce
Harvest Kitchen Puts Down Roots in Vista with New HQ
By Julie Smith Taylor
It’s been an exciting time for Harvest Kitchen, an organic, full-service catering company serving San Diego, Palm Springs, Joshua Tree and throughout Southern California. After 10 years of unprecedented growth, the company just purchased a building in Vista at 1061 La Mirada Court off of Sycamore. Since 2018 they have rented a kitchen in Vista, and quickly outgrew that and have been renting a 2nd kitchen to keep up. Starting in January, for the first time in the company’s history, all kitchen operations and all employees will be under one roof, a roof they now own. Right here in Vista.
“We really feel like a part of the community now,” says Samantha Swett, VP of Sales and Service for Harvest Kitchen. “Our Vista location is ideal based on our current clientele and our strong presence in Palm Springs where we cater approximately 50 weddings per year. The Vista location also keeps us in close proximity to our premiere corporate client, Dr. Bronner’s Magic Soap. We are extremely proud of our relationship with Dr. Bronner’s and are honored to cater their daily lunch program for employees. Being just five minutes away is incredibly convenient.”
The backstory of Harvest Kitchen begins with Founder David Holtze, a former advertising executive who was ready for a career shift in 2011. Without any actual food service experience, but a love for the environment and a fanatic of the Food Network Channel, Holtze reached out to Green Truck, a successful organic food truck company in Los Angeles. He helped them expand and opened their first new market, Green Truck San Diego, and spent the next four years working various farmer’s markets, music festivals, and other events with his food truck. The menu changed every week based on what his local farms were producing. Truly farm to fork.
In 2015, he was ready to strike out on his own with the dream of shifting his business to solely full-service organic catering. Within a couple years, Holtze brought on board Samantha Swett to drive sales, and Executive Chef Joshua Kemble, a former lead singer of a local punk rock band, to run the culinary program. About the same time, Chef Stephen Grant joined who is now the Chef de Cuisine. According to Swett, he is an incredible chef that cares about the details, with a
Harvest Kitchen Celebrates Their 10th Anniversary!
pedigree in plant-based cooking, wowing the most particular vegan palates. And Harvest Kitchen’s Sous Chef Amanda Palomino is a name you might recognize. She is a winner of “Chopped” and a two-time “Hell’s Kitchen” contestant. Beyond this core team of creatives, they employ nearly 100 chefs and servers across Southern California to execute their 5-star services.
“All of us at Harvest Kitchen are very excited about our future plans for growth and expansion based in Vista,” says Swett.
“Because of our size now, we have expanded our relationships to farmers state-wide to better meet our needs. We have a strong relationship with Specialty Produce Farmer’s Market Program and we have wonderful service teams in place that can meet the demands of our growing client list,” she says. “We are also proud of launching our second food truck called “Sunny”. Sunny is eco-friendly and runs entirely on lithium batteries to include all the equipment and appliances, partially powered by the sun” says Swett. This provides them with a restaurant quality kitchen, even in some of the most remote places you can imagine.
As part of their commitment to Vista, Swett immediately joined the Chamber. “We want to get to know our local business community members and get involved,” she says. “We’re also very eager to partner with local schools to help students gain food service experience and learn what it’s like to run a catering company like ours,” says Swett. “We are very open to creating long-term relationships with our community members and we are very happy to call Vista our home.”
If you’d like to learn more about Harvest Kitchen services, call Samantha Swett at 760-688-6038 or visit www.harvestkitchen.com
“All of us at Harvest Kitchen are very excited about our future plans for growth and expansion based in Vista.”
The Cat Lounge is an 800 square foot, cage-free environment where our foster cats live comfortably until they’re adopted. For guests that want to support our foster mission and spend time with the cats, 1-hour cat lounge admissions can be purchased either online as a reservation or as a walk-in pass when space allows.
Cat and Craft Cafe
As a cat cafe, our business serves as a foster home for adoptable cats. They are all rescue cats in need of a compassionate second chance at a loving forever home.
The Coffee shop
skillfully prepared espresso drinks made with local, award-winning coffee beans from Manzanita Roasting Co. Also we’re proud to serve house-made cold brew, fresh local pastries, gourmet toast plates and much more.
Mayor's Message
Mayor John Franklin
Dear Friends,
The holidays are around the corner, and here in Vista, that means community, connection, and plenty to celebrate. It’s a natural moment to reflect on what we’ve accomplished together this year and to gear up for an even stronger year ahead.
First up: Vista’s 67th Annual Christmas Parade on December 6. This year’s theme, “Rockin’ Around Vista,” sets the stage for creative, music-inspired floats and spirited entries from local businesses, schools, and community groups. It’s a can’t-miss tradition and a perfect way to kick off the season with family, friends, and neighbors.
We’re also lighting up the Moonlight Amphitheatre with Jingle Terrace Live, running weekends from December 5–21, 5:30 p.m.–8:30 p.m. This free holiday experience features video and light shows, festive displays, live entertainment, photo ops, and plenty of surprises. All ages are welcome, and food and drinks will be available for purchase. Nightly activities include photos with Santa, kids’ crafts and games, costumed characters, Christmas highland cows, and miniature donkeys.
These highlights are just the start, and there’s a full slate of festivities across the city. For more holiday happenings, check the Vista Chamber of
Commerce calendar and downtownvista.org for details on ways to celebrate all season long.
As 2025 winds down, the Vista City Council and our dedicated City staff want you to know how proud we are to serve this community. This year brought meaningful progress through partnership and hard work. Looking to 2026, we remain focused on growing opportunities, supporting quality of life, and keeping Vista vibrant for residents and businesses alike.
A final ask: please shop and dine locally this season. Vista’s small businesses are the backbone of Vista’s economy, and your support keeps our city strong.
Wishing you and your loved ones a joyful, peaceful holiday season. Thank you for making Vista a wonderful place to live, work, and celebrate.
Warm regards,
John Franklin Mayor John
North County Ford Over 30 Years of Community Service
By Jennifer Madsen Jones
Ford may be a major, nationally known brand, but North County Ford remains a hometown gem, recently honored by the City of Vista for 30 plus years of community involvement. Under the direction of Frank Pierce, its newest general manager, the dealership isn’t slowing down in its commitment to civic service and development.
Nearing two years at the helm of North County Ford, Pierce is no rookie. Twenty-seven years in the automotive industry, from Texas to California, Pierce brings a passion for small business and community to Vista.
Don’t let the national brand name fool you, he says. “We are a small business. Car dealerships are one of the largest categories of small business in the US. We are here for you when the manufacturer isn’t, often times advocating for our clients when there is a need.”
Pierce continues, “Dealers are successful when they are involved in the community. Not only do we sell parts to independent repair facilities, we send mobile techs to the ‘yards’ to work on fleets all at once to prevent too much downtime (for our neighbors). We are about to break ground on four heavy duty lifts that will allow us to execute major repairs to RVs and very large commercial vehicles.”
This focus on local business needs continues to expand North County Ford’s place as a major contributor to local sales tax revenue, in turn supporting the larger community and economic development.
Community investment for North County Ford also means being a title sponsor of the Strawberry Festival. It’s donating 100 shoes to families in need before the school year, collecting more than one ton of food for Feeding San Diego. It’s monthly outreach to future automotive professionals at Vista High School and engaging in the North County College & Career Futures Fair. “It’s all about kids and families, that is where our (community) focus is,” says Pierce.
Given North County Ford’s already generous record, how can Frank Pierce leave his mark on the dealership’s legacy of giving back?
“I’m glad you asked,” he says. “Truth be told, Rising Stars was the fuse that ignited my involvement. I was blown away by these kids.” Last year the dealership sponsored the Chamber of Commerce’s Rising Stars breakfast. This year, North County Ford became a Rising Stars scholarship sponsor.
“As my involvement has increased, I’ve been to many ceremonies and events honoring kids, where their parents have an opportunity to brag and be proud of their child. Then it hit me, when do the trade kids get this opportunity? When do their parents have a chance to be proud and honor their child? The answer is never.”
Watching a popular reality competition brought sudden inspiration.
“We’re going to come up with an automotive competition where kids can compete. The top prize will be paid two-year trade school tuition and a box of tools (tools alone can be $10-15k).
We will be working with the Vista Education Fund and VUSD. After our pilot at Vista High, the competition will go beyond this district, and we feel confident we can get a lot of eyes on this very important and fulfilling initiative.”
Creating opportunities to lift up the next generations, coupled with a dedication to providing the best solutions for local businesses reflects Pierce’s mantra of service. It’s what make him
“It’s all about kids and families, that is where our focus is.”
such a great fit for North County Ford and Vista. A combination that also fuels his optimistic outlook for the future of Vista, and beyond. “Love of family , country, and community is very visible everywhere you go. I truly believe our best days are ahead.”
"Fill a F150" food drive. Frank Pierce
2024 Christmas Parade.
Rising Stars.
Back to school shoe donations.
By Miguel Martinez Vista Village Pub Your Cozy Place Downtown
Downtown Vista
is a vibrant destination for all kinds of foods and restaurants cultivating a welcoming atmosphere in recent years. Leroy Tardy, co-owner of the Vista Village Pub (VVP), has seen the transformation first hand ever since he opened his doors back in 2012. The VVP is an Irish pub that provides Irish plates and hearty brews under a roof that feels like a second home. Leroy has been in the pub business for almost 50 years, but attributes the longevity of his pub to “consistency, great food, and great service.” He hopes to do the same with Baja Breeze, his new Mexican restaurant opening next door in a couple of months.
Initially, the Vista Village Pub was the only game in town after 6 PM meaning downtown was not as lively as it is today. The lack of places and decades of experience helped shape the Vista Village Pub as an enticing and defining local space. Intentional choices like inside awnings, clear windows, a diverse menu, and extended hours helped with the pub’s longevity and memorable atmosphere. Leroy says, “when a place is wide open and people can see what you are and what you’re about it gives people a better feel.” From the start, Leroy wanted the pub to feel like a second home where friends and family can feel comfortable to sit for hours and celebrate milestones.
Eventually, more restaurants opened their doors which led to increased foot traffic and provided new and exciting dining options. Leroy has said that he “welcomes all new businesses with open arms because it brings more people downtown.” The VVP is open every day from 8 AM to 11 PM including holidays because Leroy wants the pub to be the neighborhood's first choice for dining. He adds, “we have seen so many families grow up here,” and that many families also celebrate holidays at the pub. Their versatile menu also caters to all food lovers and is inspired by different cultures such as Irish, American, and Mexican.
The opening of Baja Breeze next door will expand on Leroy’s passion to serve excellent Mexican food and provide outstanding service. The new restaurant will present seafood, famous Mexican dishes, and real liquor. Leroy wants Baja Breeze to carry over the comfortable atmosphere that the VVP refined and a place where people “can go 2-3 times a week and have real Mexican food and drinks.” Baja Breeze will be completely
refurnished from the ground up and be the Mexican restaurant that was missing from downtown, according to Leroy.
The Vista Village Pub has been associated with the heart of downtown and is a defining example of the Vista dining experience. Leroy Tardy is an accomplished pub owner who prioritizes customers with a welcoming and unforgettable experience. Baja Breeze will be a continuation of
his work while welcoming new and returning customers. Be on the lookout for the grand opening of Baja Breeze in a couple of months! For more information about the Vista Village Pub, visit their website https:// vista-pub.com/. They are located at 224 Main St, Vista.
Offering Help Just
One Person at a Time
By Julie Smith Taylor
Like many nonprofits, Las Valientes (the braves ones), is based on a desire to help others. Established in 2001 by Dr. Ana Serrano, Las Valientes helps mostly Latina women escape domestic violence. She assists with matters such as obtaining restraining orders, filling out legal documents, and accompanying clients during court appearances.
Now, almost 25 years later, Dr. Serrano estimates she has helped more than 5,000 women. “We typically assist between 150-200 women per year and that’s not counting the men we serve or any of the phone consultations we provide,” says Dr. Serrano. “Women often don’t know their worth and value, especially after years of mental and physical abuse,” she explains. “We tell our clients, ‘You don’t have to believe all the things your boyfriend or husband tells you. Learn to let go of those old lies.’”
Dr. Serrano understands her clients’ situations first-hand. She is also a survivor of domestic violence who found the strength to leave her husband after more than a decade of heartache. It took courage and conviction, but It is her unwavering faith in God that gave her the strength to leave. In the process, it led her to
Born in Mexico, but raised in metro Los Angeles, Dr. Serrano ran away from home as a teen and joined the Army Reserves. At just 20, she was married, living on the East Coast, and soon had two sons. Life wasn’t easy. A decade later, her husband’s military career brought them back to California. It was during this time she found the courage to leave.
She was able to buy a house for her and her boys while working in healthcare. Soon after, Dr. Serrano says God told her to quit her job. It took a lot of faith, but she did it. Within days, she was hired by a nonprofit helping women doing what she does now. “The women I met taught me so much,” she says. “I learned new
skills and with the help of “angels” that came into my life, I established my nonprofit. By doing so, it allows me to do and help who I please.”
Working different jobs and even rejoining the Army Reserves kept the nonprofit going. In 2017 she was able to focus full-time on Las Valientes.
Over the years, Dr. Serrano went back to school earned her B.S, a Master’s and even a Ph.D. in psychology. Today, Dr. Serrano works with Leticia who has been with her since 2012. She also has a grants writer and an intern who helps with social media postings. Las Valientes has a small, but powerful board of directors made up of four Latina business women and an attorney.
Looking forward, Dr. Serrano is about to host a launch party for her book, “Leaving Egypt for the Promised Land” on her mother’s birthday, January 25, 2026. Dr. Serrano is also plan-
ning a Quinceanera for all her clients 30 and older who never had one as teens. It will also celebrate how their lives have changed for the better. Other fundraisers in 2026 include a Black Dress Event.
“Right now, we are looking for a ‘Joanna’,” says Dr. Serrano. Like the woman in the Bible who donated her own wealth to support Jesus’ ministry, she hopes a benefactress will help Las Valientes continue and even expand services and programs.
“It’s taken me years to get where I am, but it’s not just the paperwork, or going to court with our clients that gives me purpose. It’s helping each woman see that she’s valuable, that she has worth, that God loves her, and that she is the apple of His eye.”
If you’d like to support Las Valientes and learn more, visit www.lasvalientes.org or call Dr. Serrano directly at 760-521-5295.
From the office of
Jim Desmond
San Diego County Supervisor
It’s an honor to serve as your County representative. Vista is a truly special place — a community built on hard work, strong values, and neighbors who look out for one another. My role is to be your voice at the County and to help create an environment where you and your family can thrive, pursue your dreams, and build a better future without government standing in the way.
I believe government should serve, not hinder. That’s why I’ve fought to make homeownership more attainable for working families, keep taxes low, and prioritize public safety so our neighborhoods remain safe and strong. I’ve also worked to cut through red tape and support small businesses, because when our local economy is strong, our community flourishes.
We’ve also been able to help many local nonprofits, ensuring thousands of your tax dollars are invested back into the community to support programs that make a real difference for people in Vista. North County has become a hub for behavioral health
services. Three of the region’s six Crisis Stabilization Units are located along the State Route 78 corridor in Oceanside, Vista, and Escondido. One Safe Place is providing lifesaving support to women and families experiencing domestic violence, human trafficking, and elder abuse. And soon, the new psychiatric beds at Tri-City Medical Center will offer another critical resource for those in need.
Vista’s strength has always come from its people — from business owners and volunteers to parents, students, and seniors who make this community a place we’re proud to call home. I’m proud to stand with you, and I’ll keep fighting to make sure the County is your partner, not your obstacle.
If there’s ever anything I can do to help, please don’t hesitate to reach out. My door is always open.
Experience a Bit of Britain Right Here in Vista.
By Elizabeth Bickford
As we approach the winter season, Oscar’s Meat Pie Shack is the perfect place to find unique comfort food! Oscar’s offers a collection of traditional meat pies, pot pies, and scotch eggsserved hot or frozen for take away!
Meat pies have a long and ancient history as a popular choice for convenient dining. Meat pies are loved for their delicious flakey pastry shell and their seasoned meats. Once a meal of ancient civilizations, now a well-crafted comfort food, it has become synonymous with outdoor UK events. Oscar Dike, seeking the comfort food of his rugby days and unable to find it, decided to bring a taste of Britain to his local Vista community.
Now open for two years, Oscar’s Meat Pie Shack has expanded significantly while serving large scale events and expos. Oscar’s Vista location serves as the production site for the many fairs and special events he attends. Renaissance Fairs, Scottish Games, and Rugby Tournaments are main partners for his business. Vista is lucky to have a convenient spot to experience one of Oscar’s traditional meat pies without traveling to a special event.
If you’re looking to pick up a hot pie, be sure to call Oscar’s Meat Pie Shack at: 760-509-1720, it’s typically ready in 10 minutes. Alternatively, you can pick up frozen meat pies and pot pies to take home! These pies are perfect to pull out on those chilly winter days for a convenient meal. The frozen meat pies also travel well and are ideal to take with you to work.
Oscar took the opportunity to join the Vista Chamber of Commerce for exposure and community connection. He wants the community to know he is here and happy to be sharing a taste of his culture with North County San Diego.
Looking to the future, Oscar is swiftly outgrowing his production space at his Vista location. He’s looking forward to expanding his production kitchen to meet the growing demand in the near future. In the meantime, he invites guests to stop in at his shop on South Santa Fe Avenue to experience a bit of Britain!
If you would like to learn more about Oscar’s Meat Pie Shack, be sure to visit “Oscar’s Meat Pies” on Facebook, it’s a great place to find some of the special events and specialty items he offers. Oscar’s Meat Pies can be purchased at 1011 S. Santa Fe. Avenue, Vista, CA 92084.
2025
By Alma Gutierrez
The 2nd Annual Vista’s Fiestas Patrias event took place on Sunday, September 14th at the Linda Rhoades Recreation Center. The live music, community vendors, Grito de Independencia Ceremony, and free activities brought around 1,500 people to the event. The event started with a performance by Joaquin Verduzco, a local young singer from Rancho Buena Vista High School that received the Vista Chamber’s Rising Star of the Year award for the 2023-2024 school year. It continued with performances by the Mariachi and Ballet Folklorico groups from Rancho Buena Vista High School.
After wrapping up the performances from these talented groups, the event proceeded with the Ceremony of El Grito de Independencia (Call for Independence). Present for the ceremony were Luis Arechiga, representative from the Mexican Consulate in San Diego, City of Vista Mayor John Franklin and Councilmember Jeff Fox, Jessica Ramirez from the office of Congressman Mike Levin, and Graydon McDermott from the office of Assemblymember Laurie Davies. As well as members from the Latino Business Outreach Committee, the group that worked to put together this event, compromised of Vista Chamber staff and members.
After the ceremony, a local mariachi group got everyone up to dance and start the party. Halfway through their performance, Deputy Camille Reyes from the San Diego County Sheriff’s Department joined the mariachi to perform a few songs, tying in the sense of community the event was focused on. After the mariachi, performing groups from Tierra Caliente Academy delighted the stage with their beautiful performances representative of different areas of Mexico. LuMaya, a talented young singer from the Tierra Caliente group, performed a few songs showcasing her beautiful voice.
Throughout the duration of the event, attendees were able to participate in different activities including a play area sponsored by Jump and Splash Party Rentals, free arts and crafts put together by chamber volunteers, and low rider cars and bikes by Maniacos Car Club.
Thank you to Santa Fe Dental Group, U.S. Bank, Jump and Splash Party Rentals, EDCO, and Vista Community Clinic for sponsoring the event! Another special thank you to all the volunteers and vendors for making this day possible for our community. See more pictures from the event at vistachamber.org/fiestas-patrias.
The Latino Business Outreach Committee is dedicated to supporting and elevating Latino business owners in the Vista community. Our goal is to provide resources, networking opportunities, and advocacy to ensure the success and growth of Latino-owned businesses. Learn more about the committee at vistachamber.org/lbo-committee.
VUSD Leads the Way with Green Initiatives
By Julie Smith Taylor
You may be pleasantly surprised that the Vista Unified School District (VUSD) leads the way in San Diego County when it comes to its commitment to sustainability, reduction of noise and air pollution, and energy efficiency. In recent months, a full-electrification resolution was passed by the school board to make sure the District moves as far as possible toward an all-electric environment, to the extent that is practical, on all of our school campuses and at the District offices.
Assistant Superintendent Shawn Loescher, Ed. D., leads our District’s Climate Action Committee. Over the last 3.5 years, there has been significant progress and positive changes happening toward an eco-friendlier, energy, and cost-savings approach at VUSD. “The board has been amazing in its support of our efforts and they are thrilled with the added bonus of the economic results for taxpayers,” says Loescher. He explains, “It’s not only about environmentalism. It’s a bigger scope and efficiency effort. We are finding solutions in our community that serve our children and our operations far better than before, and we can get more done while saving money for taxpayers. As the largest employer in Vista, we are therefore, the largest enterprise. We understand the importance of being good stewards and to look at the impact we have on the entire community. For example,
we serve three million meals a school year. That can add up to a lot of waste that goes into our landfills. Now we food sort and work with EDCO to help make biofuels that run their trucks. We also partner with local farmers in a new Farm to Table initiative to bring locally grown, fresh and nutrient rich food to our students. It’s good for the local economy and we save money on shipping costs.”
VUSD is also the largest landowner in North County with 500 acres to maintain. By moving to all electric mowers, blowers, and other tools, noise and air pollution levels are reduced, there is less interruption to students and teachers, and there is cost savings in fuel and equipment maintenance fees due to less moving parts involved.
“It’s a real win-win,” says Loescher.
The district has also committed to expanding its fleet of E-vehicles. Today, 60 percent of its 176 vehicles are now electric. A growing number of E-buses are being added every year due to state incentives and discount programs that make them even more affordable than traditional buses. “There is no fuel to purchase and maintenance costs are way lower. Overall, we have reduced our petroleum purchase by 70 percent,” says Loescher. “And half of that goes into electricity.”
On top of it all, the District is the largest producer of solar energy in the area. Almost every school including the District office has solar panels and uses LED light bulbs wherever possible.
When looking to the future, Loescher says, “We feel we are getting ahead of the game in our sustainability efforts. Now we are setting our sights on something really big with the construction of an entirely electric school without any reliance on petroleum or natural gas.”
The new Bobier Elementary School is currently under construction and it is expected that it will exist 90 percent off-grid. Every heater, A/C, appliance, and piece of equipment will be electric-based. And when the school is not in use, the power generated from its solar panels will be pumped back into the grid.
“It’s a great example of our City and District collaborating to create something really special,” says Loescher. “Bobier Elementary will also feature a set of e-chargers so that local residents can charge their e-cars after hours, which is ideal for many of the apartment complexes near the school.”
According to Loescher, things are moving so fast that in four months, his stats reports will be outdated due to more vehicles arriving and more programs being implemented. If you would like more information, please visit the links provided for public review.
Fleet by the Numbers
Shawn Loescher, Ed. D.,
•
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Realizing the Learner Portrait through the Pulse of Possibility
In Vista Unified, the Pulse of Possibility: Pedagogy and Pathways is more than a theme—it is how we bring the Learner Portrait to life. The Portrait calls us to develop learners who are capable, curious, connected, and confident. To do that, we must create joyful, rigorous learning (pedagogy) and ensure that students see clear relevance and meaning in their experiences (pathways).
One key strategy this year is our 5th Grade CSUSM Field Trips. Last year we piloted six classes to show how a single day can expand possibilities: students explored the campus through tours that sparked curiosity and belonging, and they engaged in hands-
on design challenges in the Innovation Hub and STEM labs that connected directly to their own skills and aspirations.
Now, with Board-approved funding, every 5th grader in Vista Unified will take part. These trips don’t just show students a campus; they signal early that higher education is part of their story. They make abstract futures tangible, helping students believe, “I belong here.”
Through experiences like these, we align pedagogy and pathways so that every learner sees school as purposeful, engaging, and connected to a future they can design for themselves.
Superintendent's Corner
Matt Doyle, Ed.D.
with a Local Focus
By Anne McDonnell
GoBeRewarded Marketing Agency is a web design and digital marketing agency that creates websites, social media posts, videos, and online ads, and helps to maintain online search-engine optimization (SEO) for businesses throughout San Diego County. What’s unique about GoBeRewarded is its local focus.
From photos to copy to graphics, all work is done in house. This sets the company apart, says CEO Aaron Gobidas, because “when a business owner comes into our office, they’ll get to meet everyone who will be working on their project.” Clients appreciate that they can build a relationship with the whole team. In addition, working locally enables the company to send in-house photo and video staff to client locations and job sites. “All of our projects include original photos, videos, and written content as a foundation for all of our efforts,” says Gobidas. Also unique is that most of the team grew up in the area or went to one of the local colleges or universities, “so they understand North County’s unique business climate,” Gobidas says.
By comparison, Gobidas notes, many marketing companies use freelancers or independent contractors, which can “set the business owner up for failure in the long run because that independent contractor has no incentive to ensure a client’s long-term success and are only focused on the immediate task at hand.”
A typical client is usually located in North County, and although the company works with businesses of any size, its focus is on small businesses. Says Gobidas, “We find that
small business owners tend to not have the time, staff, or resources to keep up with the demands of having a good online presence.” Hiring an outside company to handle marketing efforts allows small business owners to focus on what they love to do, rather than what they have to do.
This focus on the local community extends outside of the business. “I live in Vista and we are highly invested in the community. I also believe that Vista is the center of North County both geographically and from a business standpoint,” says Gobidas. The company supports the local community in a variety of ways, including supporting the Boys and Girls Club, the YMCA, and Solutions for Change.
Gobidas and his wife Madeleine started GoBeRewarded out of their apartment 10 years ago while Gobidas was making the move from being a Marine on Camp Pendleton to civilian life. Says Gobidas, “I had no contacts and no family here. After joining the Vista Chamber and becoming active in other community organizations, I felt welcomed with open arms. I feel everything we’ve invested in Vista we have received back ten-fold.”
Focus on Security
Business owners should never send sensitive information to a person they’ve never met, says GoBeRewarded CEO Aaron Gobidas. “Having full-time staff—not independent contractors—working in our office in Vista cuts down on a majority of security concerns. You’d be surprised how some small business owners and marketing firms will give login access for business websites, Google business profiles, or social media to overseas contractors they’ve never met. This is a recipe for getting hacked.”
Winter 2025-2026
Ongoing Chamber Events:
Registration for attending events can be done at www.vistachamber.org
Government Affairs Meeting (First Thursday of the month): 12:00 – 1:30 p.m. at The Film Hub (170 Eucalyptus Ave.)
December 4, January 8, February 5
Business Mixers (Second Wednesday of the month): 5:00 – 7:00 p.m.
December 10, January 14, February 11
Coffee & Conversation (Third Wednesday of the month): 8:30 – 9:30 a.m. at
Cat & Craft Café (3211 Business Park Dr., Ste. B)
November 19, December 17, January 21
Business Bites (Fourth Wednesday of the month): 12:00 – 1:00 p.m.
January 28
Outstanding Events:
Vista Christmas Parade: Saturday, December 6 at 1:00 p.m. in Downtown Vista. Enjoy the start of the holiday season. Visit vistachamber.org/christmas for more information.
Ongoing Vista Events:
Vista City Council: Meets on the second and fourth Tuesday of each month at 5:30 p.m. Visit www.cityofvista.com for more details.
Vista Farmers Market: Every Saturday from 8:00 a.m. – 12:00 p.m. at 325 S. Melrose Dr.
Alta Vista Botanical Garden’s Kids in the Garden Classes: Second Saturday of the month from 10:00 a.m. – 12:00 p.m. $5 per person or free with family membership. Preregister farmerjonesavbg@gmail.com.
Community Events:
Moonlight Amphitheatre’s Jingle Terrace Nights: Every Friday, Saturday, & Sunday night in December from December 5 through December 21, 5:30pm8:30pm. Free admission. More information at www.moonlightstage.com.
Vista Community Market: Saturday, November 19 from 11:00am – 4:00pm at the Downtown Gazebo Parking Lot (101 Michigan Ave.). Learn more at shopatluikas.my.canva.site/vistacommunitymarket.
Holiday Lights at the AGSEM: December 5, 6, 12, 13, 19, and 20 from 5:00 – 9:30pm at the Antique Gas & Steam Engine Museum (2040 N Santa Fe Ave.). Learn more at agsem.org/holiday-lights-2025.
Rancho Christmas: Saturday, December 13 from 10:00am – 2:00pm at Rancho Guajome Adobe (2210 N Santa Fe Ave.). Learn more at sdparks.org.
Vista Historical Society Holiday Fest!: Saturday, December 13 from 12:00 – 4:00pm at the Vista Historical Museum (2317 Old Foothill Dr.). Learn more at vistahistoricalsociety.com.
Dark X-mas Market and Wild Hunt: Saturday, December 13 from 4:00 –8:30pm in Downtown Vista. Learn more at artinvista.org.
For more information visit www.vistachamber.org
SEPTEMBER
Sarah Michaela Serquina - Guajome Park Academy
Alejandro Ramirez - Alta Vista High School
Luis Torres Cortes - Rancho Buena Vista High School
Katie Holden - Vista Visions Academy
Dana Lehl - Mission Vista High School
Ariana Acosta - Vista High School
OCTOBER
Amber Cruz - Guajome Park Academy
Alejandro Rocha - Trade Tech High School
Maximillion Trojanowski - Mission Vista High School
Cailey Crowe - Rancho Buena Vista High School
Daishun Owens - Major General Murray High School
City of Vista
SPONSORS:
Jennifer Sanchez - Vista High School
Watkins Wellness
Boys & Girls Club of Vista
California State University San Marcos
Carbon Health
Dr. Bronner’s
Dr. Matt Doyle, Superintendent
EDCO
Generosity Gals
Handel’s Homemade Ice Cream
IROH Foundation
Green Team Realty
Kiwanis Club of Sunrise Vista
The Nikolas Ljubic Scholarship
North County Daily Star
North County Ford
North County Women in Networking
OYC Americas
Santa Fe Dental Group
Sizzler
Tideline Partners
Tory R. Walker Engineering
Vista Community Clinic
Vista Education Foundation
Vista PEO Chapter
Accounting
All Figured Out (970) 308-8871 www.allfiguredout.biz
Magnus Blue LLP (760) 599-9900 magnusblue.com
Miller CPA Group, P.C. (760) 473-2240 millergroup.cpa
Action Sports
San Diego Strike Force (858) 414-4037 sdstrikeforce.com
Acupuncturist
Fern Acupuncture and Family Wellness (760) 283-6745 www.fernacupuncture.com
Agritourism
California Wine Experiences (760) 717-8324 www.californiawineexperiences.com
CCNG Developments (949) 468-6134 www.CCNG.dev
Alzheimers Care Facility
Vista Gardens Memory Care (760) 295-3900 www.vistagardensmemorycare.com
Animal Services
Viva La Pooch Pet Salon (760) 590-9319 vivalapooch.wixsite.com/vivalapoochepetsalon
Apartments
Elan Shadowridge Meadows Apartments (760) 598-1222
Visions In Art Gallery & Custom Framing (760) 724-1469 www.visionsinart.com
Assisted Living
Rancho Vista Senior Living fka Pacifica
Senior Living Vista (760) 941-1480 www.PacificaSeniorLivingVista.com
Shadowridge Senior Living (760) 295-3888 shadowridgeseniorliving.org
Attorneys
Attorney Peter M. Liss (760) 643-4050 vistacriminallaw.com
Law Office of Paul Campo (760) 639-1680 www.attorneypaulcampo.com
Phyllis J. McGreevey, a Professional Corporation (442) 204-5739 www.mcgreeveylaw.com
RIBBON CUTTINGS
Fern Acupuncture & Family Wellness
Samo Law Group (619) 672-1741 www.samolaw.com
Audio & Visual
ETS Productions Inc. (844) 663-8368 www.etsprod.com
Autobody & Collision Repairs
Fix Auto VIsta (760) 724-4923 www.fixautovista.com
Kenny's Kar Klinic, Inc (760) 726-0572
Patrick Flynns Collision and Frame (760) 758-5139 patrickflynnsautobody.com
Welcome to a space of healing, connection, and renewal in Vista, where ancient wisdom meets heartfelt care. Dr. Elise Lasko is ready to offer services in acupuncture, energy healing, doula services, herbal medicine, fire cupping, moxibustion, and more.
Learn more at fernacupuncture.com.
Automobile Dealers
Avis Car Sales (760) 330-5260
www.aviscarsales.com
North County Ford (760) 945-9900 www.northcountyford.com
Automotive Detail
Soapy Joe's Inc (619) 731-4044
soapyjoescarwash.com/location/vista-wvista-way
Automotive Mechanic
4X Off Road (760) 536-3250 www.4xoff-road.com
Automobile
Repairs & Service
4X Off Road (760) 536-3250
www.4xoff-road.com
B & D Auto Repair and Service (760) 631-2886
www.bndauto.com
Conover Tires Wheels and Service (760) 208-4078 conovertires.com
Fix Auto VIsta (760) 724-4923
www.fixautovista.com
Golden Wrench Automotive (760) 940-6060 www.gwrench.com
North County Automotive (760) 734-1226 www.northcountyautomotive.com
Green businesses implement practices that focus on energy efficiency, water conservation, and waste reduction to help reduce the costs of their operations and fight climate change.
Learn how your business can obtain Green Business Certification at vista. gov/business/green-business-network.
Feast on This Culinary & Event
Production (858) 597-0740
www.FeastOnThis.com
Fridas Tacos (619) 519-5657
eatsfridastaqueria.com
Harvest Kitchen (619) 607-1300
www.harvestkitchen.com
Raising Cane's Chicken Fingers (760) 639-6086
www.raisingcanes.com
Red Tail Catering (858) 605-8219
www.redtailcatering.com
Ceramic Painting Studio
Clay N Latte' (760) 726-9293
claynlatte.net
Chambers of Commerce
Otay Mesa Chamber of Commerce (619) 661-6111
www.otaymesa.org
Vista Chamber of Commerce (760) 726-1122
www.vistachamber.org
Child Care
Happy Times Child Development Center (760) 295-9475
happytimeschildcare.com
Intellichildren of Vista (760) 295-2014
Little Bears Tender Care 1-760-536-3708
The Learning Experience (760) 305-1134
thelearningexperience.com/centers/vista-ca
Chiropractors
Pacific Family Chiropractic (760) 643-9191 www.pacificfamilychiropractic.com
Churches
& Religious Organizations
Faith Lutheran Church (760) 724-7700 www.faithvista.org
St. Francis of Assisi Catholic Church (760) 945-8000 stfrancis-vista.org
United Methodist Church of Vista (760) 726-0442 www.umcvista.org
Cleaning/Janitorial Services
Bio-One of Oceanside (760) 429-0729 www.biooneoceanside.com
Cleaning Service Masters LLC (858) 329-9787 www.cleaningservicemastersllc.com
Direct Professional Cleaning Service (760) 672-9042 www.directprofessionalcleaning.com
Clinics & Medical Groups
Carbon Health Urgent Care San Marcos - Grand Plaza (442) 325-3354 carbonhealth.com
Pathway Health Clinic (760) 945-4673 www.pathway-healthclinic.com
Vista Family Health Center (760) 941-7050 www.vfhc.com
Clothing
Friar Tux (877) 320-0050 www.friartux.com
Coaching
True Identity Life Coaching (760) 639-8791 trueidentity.coach
Main Street Dental (760) 295-9870 www.msdsmiles.com
Santa Fe Dental Group (760) 732-5878 www.thevistadentist.com
Developmental Services
Sunny Days Sunshine Center (866) 417-8669 www.sunnydayssunshinecenter.com/ contact/san-diego-ca
RIBBON CUTTINGS
Guajome
Schools
Thanks to generous support from the County of San Diego, the Guajome Park Academy Foundation, and the Girard Foundation, the school's library has been transformed into a modern, engaging space designed to inspire curiosity, creativity, and a love of learning in our students.
Learn more about Guajome Park Academy at guajome.net
Distillery
Misadventure & Co (760) 536-3271
misadventure.co
Twisted Horn Mead & Cider (760) 295-5888
www.twistedhornmead.com
Burero (708) 691-0410 www.mezcalburero.com
Education Consultants
Future InSight College Consulting (760) 237-8224
www.futureinsight101.com
The Exclusive Wrap and Tint School (840) 216-9604
www.theexclusivewrap.school
Vista Unified School District (760) 726-2170 ext. 92300 www.vistausd.org
Education Services
Guajome Park Academy (760) 631-8500
www.guajome.net
Vista Unified School District (760) 726-2170 ext. 92300 www.vistausd.org
Electricians
Home and Business Electrical Service (760) 484-2443 homeandbusinesselectrical.com
Edward Jones - Nicole White (760) 630-8268 www.edwardjones.com
Edward Jones - Scott Patterson CFP® (760) 599-5810 www.edwardjones.com/ us-en/financial-advisor/scottpatterson?query=Scott+Patterson Strong Financial Network (707) 262-1880 www.jestrong.com U.S. Bank (760) 732-4100 www.usbank.com
Firefighers
Vista Firefighters Association vistafirefighters.com
Fire Sprinklers
Titan Fire Protection, Inc. (760) 295-3436 www.titanfpinc.com
Food Trucks
Mexico City Cuisine (760) 822-4871 www.mexicocitycuisine.com
Funeral Homes
Allen Brothers Mortuary (760) 726-2555
www.allenbrothersmortuary.com
Eternal Hills Memorial Park Mortuary & Crematory (760) 754-6600 www.eternalhillsmortuary.com
Magallon Funeral Home (760) 522-3356 www.magallonfuneralhome.com
Furniture Sales
Ideal Mattress Furniture Center (760) 631-4990 www.idealmattress.net
Games, Toys & Hobbies
Pair-A-Dice Games (760) 940-0139 pairadicegames.com
Enjoy all you can eat KBBQ right here in Vista. Taste all your favorite meats including bulgogi, brisket, pork belly, short rib and sides including corn cheese, dumplings, kimchi, fish cake and so much more!
Visit them at 401 Vista Village Dr., open every day from 12:00 - 10:00pm. See the full menu on their website 2n1kbbq.com.
Rodeo's Meat Market, Inc (760) 758-0513
www.rodeosmarket.com
Stater Bros. Sycamore (760) 727-7080
www.staterbros.com
Health & Wellness
First Alarm Wellness (760) 275-1469
www.firstalarmwellness.com
The Lotus of Longevity Wellness Center (760) 310-8770
thelotusoflongevity.org
TrueCare (760) 736-6767
www.truecare.org
Wild At Heart Botanicals (360) 265-9657
wildatheartbotanicals.com
Health Products & Nutritional Supplements
Coastal Cannabis (760) 734-7081
March and Ash (760) 624-7336
www.marchandash.com
The Cake House Dispensary (760) 295-0755
www.cakehousecannabis.com
Heating
& Air Conditioning
Air Crafts Heating & Air Conditioning (760) 749-3667
www.aircraftshvac.com
Airmerica Air Conditioning & Heating Inc. (858) 663-2551
airmericaac.com
West Coast Heating, Air Conditioning, and Solar (619) 473-7530
Vista Truck Rentals/Quick Check Smog (760) 940-9831
www.quickchecksmog.com
Tutorial Services
Mathnasium (619) 757-0233
www.mathnasium.com/vista
Utilities
SDG&E - San Diego Gas & Electric Co (800) 411-7343 www.sdge.com
Vista Irrigation District (760) 597-3100 www.vidwater.org
Venue
Burtech Family Vineyard (760) 634-2822
burtechfamilyvineyard.com
City of Vista (760) 639-6130
www.cityofvista.com
Rancho El Agave (619) 884-4003
rancho-el-agave.menu-world.com
The Vistonian Venue (858) 395-6402 vistonianvenue.com
Veterans
American Legion Auxiliary Unit 365 (760) 696-1589 vistapost.org
Veterinarians
Aloha Animal Hospital (760) 724-8313
www.alohaanimalhospital.com
Freddie's Place Animal Hospital + Urgent Care (760) 373-3343
www.freddiesplace.com
Mohnacky Animal Hospital of Vista (760) 758-8004
www.mohnackyvet.com
North County Animal Hospital (760) 284-1966 northcountyanimalhospital.com
Waste & Recycling
Bin Masters USA of North County San Diego (858) 261-7687
www.binmasters.com
EDCO (760) 727-1600
www.edcodisposal.com
Lightweight Debris Removal (866) 345-5646
www.lwdumpsters.com
Water Conditioning
Protec Arisawa America Inc (760) 599-4800
protec-arisawa.com
Website Design
GoBeRewarded Marketing Agency (760) 659-6778
www.goberewarded.com
Windows
The Window Shoppe (760) 727-0001 thewindowshoppe.com
Winery
Burtech Family Vineyard (760) 634-2822
burtechfamilyvineyard.com
Coomber Craft Wines Vista (858) 354-3910 coomberwines.com
Yoga Studio
Yoga Branch Studio (760) 390-3640 yogabranch.com
Wed/Thurs/Sun 11am-9pm
Fri/Sat 11am-10pm Closed Mon/Tue
At Pepper Tree Frosty, we celebrate the joy of classic American comfort food paired with delightful frozen treats. Nestled inear historic Downtown Vista, our establishment is a haven for hot dog and burger enthusiasts, and the perfect spot for ice cream lovers. We pride ourselves on our friendly service and inviting atmosphere, making it a favorite for families and friends. From rich shakes and sundae creations to mouthwatering hot food, there’s something for everyone. Our outdoor seating invites you to savor every bite while enjoying the local vibe. Join us for a sweet treat or a hearty meal—your taste buds will thank you!
