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
Eva Redding
Jennifer Madsen Jones
Anne McDonnell
CONTRIBUTING WRITERS
Betsey Heightman
John Franklin
Dr. Matt Doyle
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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
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
Shannon Watkins
First Citizens Bank
SECRETARY
Matt Koumaras
Boys & Girls Club of Vista
TREASURER
Will Burtner
California Wine Experiences
CHIEF EXECUTIVE OFFICER
Rachel Beld
DIRECTORS:
Aaron Gobidas
GoBe Rewarded
Maria Gomez
EDCO
Nadeem Haddad
SVN Vanguard
Roger Herzler
Cal State Univeristy San Marcos
Vicente Hinojosa
Vista Education Foundation
Jason Roberts
Frontline Careers
Jennifer Vu
Handel's Ice Cream
Nicole White
Edward Jones
Investing in Professional Development: A Win for Our Community
Earlier this month, I had the privilege of attending the Western Association of Chamber Executives (WACE) annual conference, a gathering of some of the most innovative and dedicated Chamber professionals from across the western United States. This experience reaffirmed a core belief of mine: professional development is not just beneficial, it is essential for growth, impact, and lasting success.
Professional development comes in many forms, from conferences and workshops to mentorship and on-the-job learning. As leaders, we owe it to ourselves and our communities to always be learning, stretching, and growing. The insights and inspiration I soaked up at WACE have only deepened my passion for ensuring the Vista Chamber remains a powerful resource for our businesses and residents. (Translation: get ready, because we’re only getting started!)
One of the most rewarding moments at the conference was witnessing the Vista Chamber of Commerce receive two prestigious awards: Best Magazine for The Vista Magazine and Outstanding Chamber Program for the Velocity Summer Internship Program. It was a proud moment, to be sure, but more than anything, it was a reminder that the work we do matters and a push to continue striving for excellence.
The Vista Magazine has become a fantastic platform for celebrating the stories, businesses, and people that make Vista shine. Winning the Best Magazine award is a testament to the talent and effort poured into each issue. It also reaffirms the importance of strong storytelling and effective communication in fostering a connected, informed, and engaged community.
The Velocity Summer Internship Program, which earned the Outstanding Chamber Program award, is one of the initiatives I am most proud of. This program connects high school students with local businesses, giving them hands-on experience, professional mentorship, and a glimpse into potential career paths. By investing in our future workforce, we are not only preparing the next generation of professionals but also strengthening our local economy. This award is a reflection of our commitment to workforce development, a priority that will remain at the forefront of our efforts in the years to come.
While we’re absolutely celebrating these achievements, we know they’re just stepping stones to what’s next. If there’s one thing WACE reinforced, it’s that the best chambers, and the best communities, never stop evolving. There’s always room to innovate, improve, and serve our people in new and exciting ways.
To that end, the Vista Chamber is doubling down on our commitment to professional development, both internally and for our members. Whether it’s through business workshops, networking events, leadership programs, or youth initiatives, we’re committed to helping our community level up. Because when our local businesses and professionals succeed, our entire community wins.
So, here’s to another year of learning, growing, and making Vista an even better place to live, work, and thrive. Thank you to our Board, our Chamber members, and our incredible partners—you inspire us every single day. Winning awards is fun, but the real prize is getting to do this work alongside all of you. And we are just getting started!
Here’s to another year of learning, growing, and serving our incredible community!
Vista Chamber President & CEO Rachel Beld
Main Street Vista has welcomed a new addition to the vibrant community. Prey Brewing Co. offers an assortment of proprietary brewed beers, as well as a full restaurant and bar! Prey Brewing Co. is fulfilling a need that many Vista residents recognized.
Prey Brewing Co. started their operations in 2019 under Stave & Nail. Then due to the shutdown in 2020 they made the pivot to catering. Justin Stambaugh, their CEO and restaurant General Manager said, “The catering company ultimately led to the Prey Brewing restaurant concept.” The restaurant opened its doors in 2023.
The organization decided to take on the risk of procuring a full bar license. The financial risk was something they felt would pay out in the end, they were right! Timing was everything in accomplishing this massive undertaking and he felt they took the chance at the right time for Vista. Their restaurant and bar concept is something that the Vista area was ready for!
Additionally, Prey Brewing Co. has widely expanded their brewing options. They started out focusing on sours and have grown their selection to offer IPAs and lagers. With the addition of their upscale bar offerings and their full restaurant, Prey Brewing Co. has become a destination for many locals. With an extensive offering of tequila, mezcal, and bourbon, Justin feels the craft cocktail scene has opened a new creative outlet.
With their prime location on the corner of Main Street and South Santa Fe they have substantial exposure. In addition to their excellent location, they have the built-in clientele from the Rylan housing complex. Main Street Vista is
such a special place to run a business, it’s small town charm is frozen in time while making all of the necessary updates for our modern society.
Prey Brewing Co. joined the Vista Chamber of Commerce through the suggestion of a patron and Chamber member, Zeke Corley. Justin said that they received a very welcoming reception upon joining the Chamber. Justin is looking forward to participating in the Strawberry Festival. The restaurant will be hosting a burger tent to serve some delicious food to the community! They are happy to be part of such a strong organization and he feels ”Vista is only going to be getting better and better with time.”
Justin attributes the success of Prey Brewing Co. to the collaboration with his brother Joe Stambaugh and his longtime business partner and friend Ted Gallagher. This has become a business of friends and family, and they are excited to be working together towards a new project soon. Prey Brewing Co. is looking forward to opening a full tasting room at their current brewing location in San Marcos. Located at 1325 Grand Ave. Suite 107, this location will highlight their brewing process.
You can learn more about Prey Brewing Co, through their Instagram @PreyBeer or visit their website: PreyBrewing.com
The Prey Brewing Co. restaurant is located at 110 Main Street in Vista and they are looking forward to serving you!
By Elizabeth Bickford
Prey Brewing Co.
from the chair
Dear Members and Friends of the Vista Chamber of Commerce,
I am both honored and excited to introduce myself as the incoming Chair of the Vista Chamber of Commerce. As we embark on this New Year together, I want to extend a warm welcome to all our members, partners, and the vibrant community that makes Vista such a wonderful place to live and work. My family and I moved to Vista almost 30 years ago, from Pennsylvania, and we immediately embraced Vista as our new “home”. I am also honored to work alongside the amazing CEO of the Chamber, Rachel Beld, her supportive and devoted staff at the Chamber and the incredibly talented members of the Chamber Board of Directors and Executive Team. Our Chamber has always been a beacon of support for local businesses, fostering growth, collaboration, and innovation. As your Chair, I am committed to building on this strong foundation and ensuring that our Chamber continues to be a vital resource for all members. Together, we will continue to create an environment where businesses can thrive, and our community can flourish. In the coming months, we will focus on enhancing our programs, expanding our networking opportunities, and advocating for the interests of our members. I believe that by working together, we can create a more prosperous Vista for everyone. I encourage each of you to get involved, share your ideas, and participate in our events and initiatives. Your voice is essential to our success!
We can create a more prosperous Vista for everyone.
I am looking forward to meeting many of you in the upcoming weeks and hearing your thoughts on how we can best serve our community.
Thank you for your support and trust. Here’s to a successful year ahead
Warm regards,
Betsy Heightman Chair, Vista Chamber of Commerce
Chief Development and Government Affairs
Officer
– Vista Community Clinic
Betsy Heightman Chair of the Board
A
Simple and Delicious Approach to Mexican Food!
By Elizabeth Bickford
Frida’s Taqueria has three North County restaurants located in Escondido, Oceanside, and Vista. They are soon to welcome Temecula and San Marcos to their family! Frida‘s is on a mission to share their delicious Mexican food with San Diego County!
This fast-growing business is owned by Roberto and Gracie Ayala. This husband-and-wife duo started their business serving at farmer’s markets in 2017. They quickly grew their business by visiting 10 farmer’s markets a week until the shutdown of 2020. Soon, their loyal customers begged them to open a location where they could pick up their delicious tacos! After looking for the right location, they were able to take over a brick and motor spot in Escondido. They started with to-go orders and soon added a patio in 2021 when the restrictions were lifted from San Diego County.
Shortly after, an opportunity arose in Oceanside and they were able to open a second location. By 2022 they were ready to open their third location in Vista. They were able to take over a shop that they had always envisioned as the perfect place in Vista. When someone from the area reached out to them directly, they felt like it was “meant to be!”
Frida’s Taqueria opening in Vista, was welcomed by the entire city! After reaching out to some friends they were introduced to the Vista Chamber of Commerce. VCC made quick connections with Joe Green and several other members of the community. Gracie said they felt “a warm welcoming” and everyone was excited to have them join the Chamber.
When asked about the Frida Kahlo art on their buildings, Gracie said they had always admired Frida Kahlo and wanted to honor her in some way.
When they came across other art by Michelle Ruby, they knew they wanted to collaborate with her. This is how the now highly recognizable Frida Kahlo image was created. Michelle has done all the murals for their locations, and it has become a beautiful calling card for their Taqueria.
Their simplified, yet delicious, approach to Mexican food has been coined the In-N-Out of tacos! First pick your style of protein then how you would like it prepared. Pick a taco, torta, over fries, or a burrito. Next, add the fixings, this can all be done on the side or on top. This simplified but delicious process makes Frida’s a fantastic option for many.
In addition to the brick-and-mortar locations, they also offer catering. Their catering is highly sought after and books well in advance. If you are interested in working with Frida’s, it is important to book as soon as possible! Please reach out to Frida’s Taqueria at 619-519-5667 to book your event.
If you’d like more information about catering, visit Frida‘s Instagram at @Fridas.Taqueria. This is also a great place to see some of their signature dishes, and learn more about the restaurant.
The Frida’s Taqueria Vista location can be found at 1250 S. Santa Fe Ave. Suite O, Vista, CA 92084 .
By Julie Smith Taylor
The concept
and the name of one of Vista’s newest breweries came from Diane and Sean Hilz’s love of music and their experience as “roadies” for the RBV High School’s Band and Color Guard when their daughter was in school. “We really connected with everyone we met during those years supporting the kids,” says Diane. “We loved the sense of community, the camaraderie, and the family experience. We wanted our new business to offer the same, and so our motto is, “Fueling the spirit of music, one beer at a time.”
Roadies Brewing Co. opened in August of 2024, but it has been six years in the making. Both Diane and Sean left their careers to pursue their dream of becoming entrepreneurs. It was a natural choice because Sean had already been a home brewer for 15 years. However, it was important to them to learn as much as they could about the craft beer industry. As part of their preparations, they both took a Brew Tech course at Mira Costa College. Diane left her nursing job to work for White Labs, a company that cultivates yeast. After that, she worked at Stone Brewing for almost two years absorbing more knowledge and honing her skills. “Taking things slowly and learning as much as we could gave us experience and confidence knowing we could offer great beer right off the bat,” she says. “I now have a staff of eight and because I know firsthand what it takes to do the job, I have a real appreciation for what I’m asking them to do every day.”
With a target market of anyone who loves beer and wants to drink great beer, Roadies has 24 taps offering a variety of IPAs, Hazy IPAs, Lagers, a Sour, a Wheat Ale, some Stouts and a Red Ale. They even have a special beer called Uncle John’s Lager in honor of
Diane’s uncle. He was a brilliant business man that left Diane money that she has used to realize their dream.
With a capacity of 143 guests in their 5,238-sf space, Roadies is ideal for weddings, various celebrations and private events. They have a live venue event license with a big stage for bands, DJs and even karaoke. You can bring a caterer in or take advantage of the variety of food trucks available Thursday through Sundays. “We do sponsored events, fundraisers and we are able to collaborate with other breweries or companies to make beer together,” she says.
Creating a new beer takes between 21 – 30 days from the initial brew day, fermentation and kegging. The Hilzes are proud to say that they are the only brewery in San Diego County using a fully Craftmaster Stainless Steel Brewing system, which they see as a real advantage in creating their state-of-the-art beers.
Team members include Head Brewer Peter Perricone. He helps create new recipes and ensures that all of their beers have outstanding flavors. Roadies’ Chief of Staff is Angela O’Brien who has years of hospitality and beer production experience. Both were hired in February of 2024 to help Diane and Sean with the build out and set up for the mid-August opening. “They have been instrumental in our success,” says Diane.
In addition to her work at Roadies, Diane now serves on the Board of Directors for the San Diego Brewer’s Guild. As the chair of education, it’s another chance to learn, meet new people, and network. “We see the benefits of being part of something bigger and we’re very excited about the future!”
Visit Roadies and be sure to say hello to Diane and Sean. Roadies Brewing Co. is located at 1495 Poinsettia Ave., Suite 148 in Vista. for more information.
Mayor's Message
Mayor John Franklin
Dear Vista Community,
As we step into 2025, I want to take a moment to reflect on the incredible progress we made in 2024. It was an honor to present my State of the City address at the Vista Chamber of Commerce’s State of the Community event, where we celebrated the achievements that continue to shape our city’s future. From public safety and economic growth to homelessness solutions and infrastructure improvements, our commitment to "Working for Vista" remains stronger than ever.
Public safety remains a top priority. The Vista Fire Department enhanced emergency response capabilities with seven new vehicles, including six fire engines and a state-of-the-art paramedic ambulance. Between December 2023 and November 2024, they responded to 17,171 incidents—an outstanding demonstration of their dedication. The Vista Sheriff’s Station also played a vital role in protecting our city, answering 28,233 calls for service.
Our ongoing efforts to address homelessness took significant strides in 2024. The Buena Creek Navigation Center, operated by Retread, continues to provide essential services, assisting 148 Vista residents. Additionally, we secured a former memory care facility to serve as transitional housing for young adults ages 18-24, offering a safe home with on-site case management to help them build stable futures. In October, we welcomed the San Diego Rescue Mission as our homeless outreach provider, expanding resources for those in need.
Vista also saw exciting economic development. On December 6, we celebrated the long-anticipated opening of Trader Joe’s at North County Square, which created 75 new jobs and energized our retail landscape. The arrival of family-owned retailer Daiso in the Pavilion Shopping Center further showcased Vista’s appeal as a thriving business hub.
Our city’s financial health remained strong, reinforcing our ability to invest in key projects. In 2024, we exceeded expectations with $8.5 million in gross investment earnings and generated $22,000 in rebate revenue. The City Council strategically allocated $6.7 million from the General Fund to critical community initiatives, including $2.1 million in cannabis revenue for scholarships and one-time projects.
Infrastructure improvements were also a focal point. Our Public Works team removed 9,200 graffiti incidents, resurfaced courts and playgrounds, repaired nearly 100,000 square feet of asphalt, and fixed over 5,600 potholes. Engineering teams enhanced pedestrian safety with new sidewalks, raised crossings, and street rehabilitation projects near key areas like the Vista Transit Center and Main Street. Additionally, our Community Improvement Team cleared 214 homeless encampments and removed thousands of illegal signs and debris items from public spaces.
These achievements reflect the hard work of our City Council, staff, businesses, and residents who are dedicated to making Vista an even better place to live and work. As we move forward, I remain committed to building a safer, cleaner and stronger community. Thank you for being part of this journey—we couldn’t do it without you.
Sincerely,
John
John Franklin
Mayor, City of Vista
On January 27, 2025, the Vista Chamber of Commerce hosted its annual State of the Community Luncheon at the Vista Civic Center. The event brought together local leaders, business professionals, and community members to celebrate Vista's achievements and discuss its future. Mayor John Franklin delivered the keynote address, presenting the State of the City. He highlighted the city's progress in housing, infrastructure, and public safety, emphasizing ongoing projects aimed at enhancing residents' quality of life. Vista Chamber of Commerce CEO Rachel Beld discussed the Chamber's efforts to support local businesses and foster economic growth. Patrick Sanchez from the Vista Irrigation District provided updates on water resource management, focusing on sustainability and efficient usage. North County Transit District CEO Shawn Donaghy outlined upcoming transportation projects, including Sprinter improvements and facility upgrades, as well as plans to expand partnerships and community involvement. Fire Chief Gerard Washington spoke about the Fire Department's initiatives, such as the growth of Cadet and EMT programs, wildfire education, and the forthcoming Firefighter 101 program for citizens. The luncheon offered attendees valuable insights into Vista's current developments and future plans, fostering collaboration to drive the city's continued growth and success. Join us for Vista's Meet the Leaders in April 2025. Check our website for more information.
When Mike Delgado was searching for a new horizon, he found hope in the barbell. Mike’s reinvention started with the simple act of shopping and carrying groceries every day for his mom. That small service evolved into creating community deeply committed to making a lasting impact on North County San Diego.
By Jennifer Madsen Jones
Finding space within the physical fitness and strength training worlds provided Mike with something positive to look forward to, and a community with commitment to self-improvement. Mike founded the Heavy Breathing Foundation (HBF) to share those lessons of renewal derived from perseverance, discipline, compassion and accountability. “At HBF, we believe in the transformative power of consistent effort and personal discipline. Through strength, we foster a deeper connection to self, instilling the confidence to face life’s challenges, step by step, with purpose and determination.”
Heavy Breathing partners closely with the community to identify at-risk individuals. “We work with the schools, the probation officers, the sober living homes, the rehabs. They identify the at-risk individual who’s already taken the steps to better themselves, and that’s how we get them (into the program).” In addition to high-intensity conditioning, strongman-style training, and powerlifting fundamentals, Heavy Breathing programs provides at-risk youth mentorship, and academic support.
Currently HBF partners directly with Alta Vista, Major General Murray and Innovation High Schools to bring the program to Vista high school youth. HBF has also worked with a middle school, and occasionally elementary classes. Mike says they’ve seen positive responses in early ages to team building and problem-solving games. At the high school level HBF helps students earn credits needed for graduation. The focus shifts to building discipline and accountability through more one-on-one or small group work where individual needs are more easily identified, and resources applied.
Adults can access additional support for recovery, reintegration, and personal growth including scholarships for gym fees, coaching, and equipment. Mike is quick to say, we are not a “free ride … adults need to be willing to do what it takes to get out of the situation they’re in.” The program provides tools for foundational personal growth, with emphasis on the program’s core pillars: Willingness, Honesty, Consistency, Patience, Open-Mindedness.
“I’m a firm believer in collaboration over competition,” Mike says about his close work with other organizations with similar goals but differing methods. “We adapt, collaborate, and do whatever it takes to help individuals find the tools and support they need to succeed.”
Heavy Breathing doesn’t have a physical home, yet, but it’s on the Foundation’s wish list. Mike envisions a community hub that promotes more than physical wellbeing. He sees a safe space where people can enjoy culture, arts, tutoring, physical training, make positive connections and more. “The community has been incredibly supportive of our mission,” Mike says. “In return we strive to give back by creating safe spaces, providing mentorship, and offering tools that help people rediscover their potential.”
Anyone who would like more information, coordinate donations, or collaborate on events, can reach the foundation via their socials @thisisheavybreathing (IG), @mikemdsm (IG), or mike@heavybreathingfoundation.org.
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.
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.
Empowering Women EducationThrough
By Julie Smith Taylor
“We are sisters throughout the world and we strive to improve the lives of women and girls everywhere.”
The mission of Soroptimist International is “to empower women and girls through education, social empowerment, and opportunity”. It is a global volunteer organization that provides women and girls with access to the education and training they need to achieve economic empowerment.
That mission resonates in everything that the local chapter of Soroptimist International of Vista and North County Inland does. On January 11, the club sponsored its 19th annual Human Trafficking Awareness Walk. It brought hundreds of people together to show their support to STOP trafficking. The keynote speaker was San Diego County District Attorney, Summer Stefan. She discussed what is being done to help eradicate this heinous crime.
On March 15th, the club will award eight worthy women with a Live Your Dream Award. According to Thoralinda Soyland, D.C., an active member since 1979, more than half of the Live Your Dream Award recipients are survivors of domestic violence, trafficking, or sexual assault. “Nearly all of the women and families we serve have overcome enormous obstacles, including poverty, teen pregnancy, and drug or alcohol addiction,” she says. “Live Your Dream Award recipients may use the cash award to offset any costs associated with their efforts to attain higher education, such as books, childcare, tuition, and transportation.” The award ceremony will be held at the Gloria E. McClellan Senior Center in Vista. The community is invited to attend.
Every year, Soroptimist International distributes more than $2.9 million in education awards to more than 2,000 women all over the world. The international service organization was established more than 100 years ago and for years has been held in the highest standing as a nongovernmental entity with the United Nations.
“We are sisters throughout the world and we strive to improve the lives of women and girls everywhere,” says Soyland. “We know that when we help a woman, her family’s life is improved, which in turn improves her community, and ultimately, the world!”
Another important program the local chapter supports is an ongoing partnership with the Boys and Girls Club of Vista. Teen girls are mentored through the Soroptimists’ “Dream It Be It” program. The curriculum targets girls in secondary school helping them overcome obstacles for their future success. It provides girls access to professional role models, career education, and the resources to live their dreams. It teaches girls how to dream big and think about all that they can achieve in life.
The club fundraises throughout the year. An annual Bunco Fundraiser is set for Saturday, May 3, 2025. It is open to the public and includes a luncheon and a chance to win a variety of raffle prizes. “We typically raise between $10- $20K annually between donations, sponsorships, and other events for our awards program,” says Soyland.
Vista’s club was chartered on March 23, 1953. Orbee Mihalek, a Charter member, was elected as Vista’s first woman mayor from 1970 - 1972. Orbee worked tirelessly to promote the club’s mission. Currently, the club has 30 members including Deputy Mayor Katie Melendez. The club meets twice a month; once for a luncheon business meeting on the first Friday at noon and on the third Friday in the early evening with guest speakers at local restaurants. All are welcome!
“We believe in Vista and as a local organization, we understand the value of being actively involved in the community,” says Soyland, who is a Vista native. “Being members of the Vista Chamber is a perfect way for us to stay connected!”
For more information, visit www.soroptimistvista.org and sign up for their bi-monthly e-newsletter. What a wonderful organization striving to do good in our community! Please consider showing your support for women and girls. Donate and become a member today!
www.soroptimistvista.org
meet the chamber!
Executive Committee
CHIEF EXECUTIVE
PAST-CHAIR
Zeke Corley
Your Insurance Place
VICE-CHAIR
Joe Henschel
The Steeping Giant
VICE-CHAIR
Shannon Watkins
First Citizens Bank
SECRETARY
Matt Koumaras
Boys and Girls Club of Vista
Mission Statement
VICE-CHAIR
Kyle Adams
Prohibition Brewing Company
TREASURER
Will Burtner
California Wine Experiences
“To facilitate activities, strategic partnerships, promotional and educational opportunities to benefit member businesses and to remove barriers to successful business enterprises."
Regular Monthly Board Meetings: Third Tuesday of the month, 7:30 am at the Film Hub
Aaron Gobidas GoBeRewarded Marketing
Vicente Hinojosa Advanced Financial Solutions
Board of Directors
Gomez EDCO
Jason Roberts Frontline Careers
Nadeem Haddad SVN Vanguard
Roger Herzler CSUSM
Chamber Staff
Kent Leithold Member & Community Engagement Director
Gumaro Escarcega Development Director
Alma Gutierrez Marketing & Communications Coordinator
Hernandez Operations Manager
Maria
Erika
Nicole White Edward Jones
Jennifer Vu Handel's Ice Cream
By Jennifer Madsen Jones
Passion for community development has been a driving force at RSG Solutions for over 40 years. Working across more than 100 cities and counties in California each year, RSG Solutions has earned a reputation as a respected and vital partner of public sector agencies responsible for the health, growth and prosperity of their communities. Coupling extensive experience with a deep dedication to the pursuit of innovative and locally relevant solutions, RSG strives to inspire bold futures that enhance quality of life for residents and businesses, while preserving culture and protecting vulnerable communities.
A leader in the community redevelopment and development consulting world since 1979, RSG moved from its Irvine office in 2023, establishing roots in Vista, Los Angeles, and Oakland. Branching out into these new hubs has deepened RSG’s connection to the communities they serve. In San Diego, RSG partners with public agencies to successfully execute community planners’ visions, collaborating on everything from ensuring access to affordable housing, appropriate community funding pathways, to promoting opportunities for local residents and businesses to thrive economically. This mission is at the heart of RSG Solutions.
Tara Matthews Vice President
Yet RSG’s ties to San Diego County go beyond launching a corporate office in Vista. With more than half of the RSG team living in San Diego County, the team intimately appreciates the interests and needs of the communities they are serving. One RSG Director, Kevin Ham, was a key collaborator in the Vista Downtown Revitalization Project, and assisted in the creation of Innovate 78, supporting businesses in the cities along the 78 Corridor. Tara Matthews, RSG’s Vice President, has been a Vista resident since 2013. “We live, work, and play in Vista,” Tara points out, “so partnering closely with the City of Vista is especially rewarding, as it allows us to see the direct benefits of our efforts on the surrounding community.”
Currently RSG is working with the City of Vista on the 2025-2029 Consolidated Plan. This outline helps map out a plan, tailored to Vista’s housing and community development needs, that meets housing initiatives and community revitalization projects funded through federal programs. It’s RSG’s dedication to preserving culture and protecting vulnerable communities that motivates their team to consult not only public servants, but to include the community as vital stakeholders in building a bright future for the community. “We recently held a community meeting that had a very high turn-out, with approximately 300 community members showing up to participate and have a say in their community goals.” Tara echoes many of her team who say the work is “deeply rewarding as we work together to create better futures and stronger communities.”
Forty years on from RSG Solutions opening its doors, Tara says, “We still have so much energy for this work! We love being part of this vibrant Vista community and are grateful for the warm welcome we’ve received. We’re honored to have the opportunity to serve and contribute in different ways, and we’re excited to celebrate the ongoing successes of those around us.”
“We live, work, and play in Vista.”
Math Success Begins with the Basics
By Julie Smith Taylor
Like many issues in our lives, they often stem from fundamental experiences and situations. It’s the same with math. Without a strong foundation of the basics, it’s difficult for a student to build a successful math future and that can impact the rest of their lives.
Vista Mathnasium Center Director Kris Thomson says he can tell in a five-minute verbal and written evaluation exactly what a child needs to work on. “When kids get stuck on a math idea, they aren’t likely to speak up,” says Thomson. “They’ll often just sit there, fall behind, and then become frustrated with their homework and classwork. Eventually, they simply give up.”
“We want to make math fun and not so scary,” says Thomson. “We host an annual “ Pi Day” event. This year, it will be on Friday, March 14th. We will have an Open House, play games, serve pizza pies, fruit pies and ice cream pies! Be sure to bring your family and friends!”
Thomson and his staff also offer a Summer Math Fundamentals Program, which is like a “90-day boot camp” geared to middle school and high schoolers that is held two or three times a week. Another popular summer program is their Afternoon Math Summer Camp held from 1 – 5 p.m. weekdays so kids have something to do after other morning camps end. “We play games, do STEM activities, make recipes and show how math is found in every day life.”
Mathnasium is eager to create stronger partnerships with area schools to especially help those kids who are struggling the most. “Both Oceanside and Escondido school districts are using state funds to hire Mathnasium trained tutors,” says Thomson. “We’d love to partner with VUSD. To us, it’s all about the kids. My only goal is to help kids understand math.”
Visit Mathnasium of Vista at 20 Main Street, Ste H125, 760-295-5535, vista@mathnasium.com.
Call for a free assessment of your child today!
Signs Your Child Has a Problem:
• Math grades are lagging
• She “hates” math or thinks she’s no good at it
C• Missing milestones like not mastering addition or subtraction by the end of 2nd grade
• Counting with his fingers
“We want to make math fun and not so scary.”
How Mathnasium Helps:
• Assess your child’s math knowledge
• Create a custom learning program
• Start teaching where they are at, not where they are ‘supposed’ to be
• Teach for understanding regardless of popular “methods” and not just memorizing
• Build confidence and ability in future math
I highly recommend vista plumbing as they have been great to work with. Brooke was helpful and did all the scheduling and Ray was prompt and did clean efficient work and they got our re route done quick and I appreciate it. Good job and call vista plumbing if you want a honest and good plumbing company to work on your house. - Robert A.
We noticed water on the floor of the garage and could not figure out where it was coming from. We feared the worst – a slab leak. We called Vista Plumbing and Ray was here within the hour. He was very knowl edgeable and courteous and suspected that the leak may be coming from under the water heater platform. After a quick cut in the drywall his suspicions were confirmed. He had it fixed 30 minutes later. I would recommend Vista Plumbing to anyone. Thanks! - Tom N.
My home is no stranger to pin-hole leaks (this is the 4th one). Vista Plumbing came out in less than an hour and was done in an hour for a reasonable price. Very fast, efficient and courteous. I will definitely use Vista Plumbing again. - Janet
GARBAGE
INSTALLATION
WATER
MAIN SHUT OFFS
Soapy Joe’s Opens Two New Car Washes in Vista
By Julie Smith Taylor
This family owned and operated company is cleaning up the competition in San Diego County! With 20+ convenient locations including two in Vista, Soapy Joe’s is becoming a recognizable brand from San Ysidro to Fallbrook with plans to open five more car washes in 2025.
“With the addition of our two locations in Vista, we now have a solid presence along the entire Hwy 78 corridor,” says Gregg Kerschner, Manager of Sales for Soapy Joe’s. “This has allowed us to fully remodel our San Marcos location, which will be up and running in the middle of summer. The two new Vista locations include 1661 West Vista Way that opened in November of 2023 and the 600 Hacienda Drive location in July of 2024. Everyone has been so welcoming and we are proud to be part of the business community here,” he says.
Some critics say there are too many car washes, but demand speaks volumes. Soapy Joe’s is always listening to customer feedback and looking at ways to shorten wait times at every location. In addition, each car wash adds to the city’s tax base and employs between 20-25 people, while often taking a blighted lot and creating a long-term and viable business. “Our car washes are eco-minded with a filtration system that uses your wash water to rinse your vehicle at the end,” says Kerschner. “This equates to about 30 percent less water usage compared to what a homeowner would use.”
Soapy Joe’s is considered an industry pioneer with its popular membership-based business model. According to Kerschner, it offers customers unlimited car washes at any location with the flexibility to drop in for a quick wash or vacuum. “You can be in and out in a fraction of the time compared to traditional and more expensive hand car washes,” he says. “If you like to wash your vehicle regularly, our membership program is for you!”
The company also offers a discounted fleet program for businesses and organizations with centralized billing. It has ongoing contracts with police departments, first responders, and local governments, for example. “We are also the Official Car Wash of the San Diego Padres,” says Kerschner. “This allows us to co-market with them and offer our members free giveaways and swag during the season such as Padres microfiber towels, branded air fresheners, and more.”
As a way of giving back to the community, Soapy Joe’s offers everyone a free car wash once a year on Soapy Joe’s Day. It’s typically held on the third Thursday in April. This year, it will be on April 17th from 7 a.m. to 8 p.m. The first 100 customers at each location will receive swag items, rally towels, tote bags and other goodies. “It’s our way of saying ‘Thank You’,” says Kerschner.
It doesn’t stop there. Soapy Joe’s also supports a variety of regional nonprofits and outreach programs through employee volunteerism and monetary donations. These include the Susan G. Komen Breast Cancer Foundation and the military focused, “Support the Enlisted Program” (STEP), which provides food, housing, and other support services to local military families. They also support the Emilio Nares Foundation, which provides free transportation to doctor’s appointments for ill children. Vehicles used in the program also receive free car washes.
Soapy Joe’s loves animals, too! It even hosts pet adoption events at its car washes as part of its support of the Helen Woodward Animal Center.
"we are proud to be part of the business community here”
It’s clear that Soapy Joe’s is just getting started! The company plans to have a booth at Vista’s Strawberry Festival this year as another way of showing its support for our community. “We will be giving away a variety of items including strawberry scented air fresheners made exclusively for the fest,” says Kerschner. “Stop by and say hello!”
For more information and to purchase a membership, visit www.soapyjoescarwash.com
Superintendent's Corner
Data Insights Report Highlight Student Growth
We are excited to announce that student participation and success in career pathways continues to grow across all high schools. The most recent Data Insights issue #5 highlights the updated and expanded career pathways in VUSD. Often referred to as Career Technical Education (CTE), career pathways are multi-year sequences of courses that prepare students for a variety of careers by providing them with academic, technical, and real-world skills. VUSD offers sixteen different career pathways which lead to certified occupational skills, meaningful employment and/or entrance into a post-secondary institution for advanced preparation.
New for the 2024-25 school year, VUSD has developed a series of Data Insights reports with infographics and key information that highlight the growth students are making across the graded spans. We utilize a whole child approach to view multiple measures of success in order to better serve our students. Our instructional program is organized in a multi-tiered system of support that identifies student learning in three areas of achievement: behavioral, social-emotional, and academic. To translate learning into real-world application, students need to have knowledge and expertise in all three areas.
To learn more about the progress our students are making, checkout all five view Data Insights reports on our website vistausd.org.
Matt Doyle, Ed.D.
One Awning at a Time
By Anne McDonnell
Awning cleaning isn’t one of those jobs you think about regularly, if ever. But if an awning is dirty or torn, you’ll notice! AwnGuard has been taking on the behind-the-scenes task of cleaning and repairing awnings in Southern California for more than 20 years, and has built a reputation for its professionalism and attention to detail. Says Dawn Wood, AwnGuard president, “To survive as a small company you have to offer great customer service, and we’ve been doing this a long time.”
AwnGuard’s main service is awning cleaning and repair for commercial properties. The company’s gentle cleaning process uses only manufacturer-approved cleaners and protectants. Regular cleaning creates an inviting outdoor environment and extends the usable life of awning fabric by removing embedded dirt, mold, and pollutants that can weaken fabric. In addition, the company uses optical brighteners to bring back and retain original coloring, and has a partnership for awning repair services to create a seamless process for its customers, says Wood. After awning cleaning, the area around the awning is rinsed down, and affected windows are wiped of any spray and dirt from the cleaning process. Work on commercial properties is mostly done at night in order to not disrupt regular business hours.
Based in Oceanside, AwnGuard serves Southern California from the border with Mexico into Orange County, Riverside County, and Long Beach. Its main customers are commercial retail centers that it services monthly, quarterly, or semi-annually, many for 10 or more years, says Wood. It also serves homeowner’s associations, hotels, medical
centers, and movie theaters, and has contracts with corporate chains, property managers, and individual businesses. In addition to commercial customers, AwnGuard offers its services to the residential market in North San Diego County.
As a way to expand its business offerings, the company recently added solar panel cleaning. It cleans commercial parking lot carports, roof-mounted systems, and groundmounted systems (up to 75,000 panels), as well as residential roof- and ground-mounted panels. During panel washing it follows best practices for wastewater run-off and water reclamation regulations. “This commitment not only aligns with our dedication to sustainability, but also ensures that our cleaning processes have minimal impact on the surrounding ecosystem,” says Wood.
“To survive as a small company you have to offer great customer service, and we’ve been doing this a long time.”
AwnGuard brands itself as an “Urban Oasis Partner.” Wood describes an urban oasis as a public space where people love to be; where they feel calm and at peace. “Many times, these places have shade. We are one piece of a larger idea of what communities need. I want to inspire other people to make public spaces really grand and wonderful. This is our vision of how we want to impact the world,” says Wood.
FRIDAYS 6-9
Join us at RANCHO EL AGAVE Vista’s Premier Restaurant, Bar & Event Space
Let us HOST your next event. Semi & Private space can hold up to 100+ people! WEEKLY EVENTS @ Rancho El Agave
@WildWood Crossingand Cantina
Ongoing Chamber Events:
Spring 2025
Registration for attending events can be done at www.vistachamber.org
Government Affairs Meeting (First Thursday of the month): 12:00 – 1:30pm at The Film Hub (170 Eucalyptus Ave.)
March 6, April 3, May 1
Business Mixers (Second Wednesday of the month): 5:00 – 7:00pm March 12, April 9, May 14
Coffee & Conversation (Third Wednesday of the month): 8:30 – 9:30am at Cat & Craft Café (3211 Business Park Dr., Ste. B)
February 19, March 19, April 16
Business Bites (Fourth Wednesday of the month): 12:00 – 1:00pm
February 26, March 26, April 23
Outstanding Events:
Heroes of Vista Gala: Friday, March 14 from 4:00 – 7:00pm at The Vistonian (306 S Santa Fe Ave.). Join us as we honor community members with education, community, and businesses awards. Visit our website vistachamber.org to purchase tickets.
Vista Strawberry Festival: Sunday, May 25 from 8:00am – 6:00pm in Historic Downtown Vista. 450+ vendors, 5K run, music stages, kids zone, contests, and so much more! Visit vistastrawberryfest.com for more information.
Ongoing Vista Events:
Vista City Council: Meets on the second and fourth Tuesday of each month at 5:30pm Visit www.cityofvista.com for more details.
Vista Farmers Market: Every Saturday from 8:00am – 12:00pm at 325 S. Melrose Dr.
Alta Vista Botanical Garden’s Kids in the Garden Classes: Second Saturday of the month from 10:00am – 12:00pm $5 per person or free with family membership. Preregister farmerjonesavbg@gmail.com
For more information visit www.vistachamber.org
Community Events:
Mutts of the Planet Concert at the Bornemann Theatre: Saturday, February 15 from 7-9:30pm at TERI Campus of Life (555 Deer Springs Road). Find more information and purchase tickets at www.campusoflife.org.
2025 National Social Mobility Symposium: February 20 and 21 at California State University San Marcos (333 S Twin Oaks Valley Rd.). Find more information and purchase tickets at csusm.edu/socialmobility.
Pretending Chrissie Concert: Saturday, February 22 from 8-10pm at TERI Campus of Life (555 Deer Springs Road). Find more information and purchase tickets at www.campusoflife.org.
Boys & Girls Club of Vista 2025 Gilligan’s Gala: Saturday, March 1 from
5:30-10pm at The Westin Carlsbad Resort & Spa (5480 Grand Pacific Drive). Find more information and purchase tickets at bgcvista.org/2025-gilligans-gala.
Meading at the Gardens: Saturday, April 5 from 1-5pm at the Alta Vista Botanical Gardens (1270 Vale Terrace Dr.).
Learn more and purchase tickets at altavistabotanicalgardens.org.
Earth Day at the Gardens: Saturday, April 19 from 10am-3pm at the Alta Vista Botanical Gardens (1270 Vale Terrace Dr.).
Learn more and purchase tickets at altavistabotanicalgardens.org.
Grease (Stage Production): April 30 – May 17 at the Moonlight Amphitheatre (1250 Vale Terrace Dr.).
Learn more and purchase tickets at moonlightstage.com.
Cinco de Mayo Celebrate Vista: Saturday, May 3 at the Vista Historical Museum (2317 Old Foothill Dr.).
Find more information at vistahistoricalsociety.com.
World Labyrinth Day: Saturday, May 3 at the Alta Vista Botanical Gardens (1270 Vale Terrace Dr.).
Learn more and purchase tickets at altavistabotanicalgardens.org.
Spring Gem, Mineral, & Jewelry Show: May 16, 17, and 18 starting at 10am at the Antique Gas & Steam Engine Museum (2040 N Santa Fe Ave.).
Find more information at vistarocks.org.
Moonlight Amphitheatre Concert Series: Check out the acts and dates at moonlightstage.com
November
Quincy McAfee – Guajome Park Academy; Adrian Duenas – Alta Vista High School; Lucas Goldstein – Mission Vista High School; Maite Cruz – Rancho Buena Vista High School; Diego Martinez – Vista High School
December
Madeline Farnam – Guajome Park Academy; William Brunka – North County Trade Tech
High School; Allegra Martin – Mission Vista High School; Savannah Lopez – Rancho Buena Vista High School; Rosa Garcia – Major General Raymond Murray High School; Grace Grainger – Vista High School
SPONSORS
Presenting: Watkins Wellness
SCHOLARSHIP SPONSORS:
January
Ellie Dobson – Guajome Park Academy; Giovanni Rodriguez – Alta Vista High School; Noah Camargo – Mission Vista High School; Elijah Brown – Rancho Buena Vista High School; Gabriela Garcia Benitez – Vista Visions Academy; Leslie Chacon – Vista High School
Cal State San Marcos; Dr. Matt Doyle; EDCO; Handel’s Homemade Ice Cream; Green Team Realty; OYC Americas; Sizzler; Tory R. Walker Engineering; Vista Community Clinic; Vista PEO Chapter; NC Women in Networking; North County Ford; Santa Fe
Nikolas Ljubic Memorial Scholarship
BREAKFAST SPONSORS: Boys & Girls Club of Vista; Carbon Health Urgent Care SM; Dr. Bronner’s Magic Soaps; Kiwanis Club of Sunrise Vista; North County Ford; Tideline Partners
Dental;
Accounting
Alan M. Brown, CPA (760) 212-4993 www.alanmbrowncpa.com
AFPC: American Financial Planning and Consulting Services (858) 356-2761 www.linkedin.com/in/albert-f-4329901a4
Magnus Blue LLP (760) 599-9900 magnusblue.com
Agritourism
Sand n Straw Community Farm (760) 575-4758 www.sandnstraw.com
Alzheimers Care Facility
Vista Gardens Memory Care (760) 295-3900 www.vistagardensmemorycare.com
Apartments
Elan Shadowridge Meadows Apartments (760) 598-1222 www.elanshadowridgemeadows.com
NV Loft Apartment Homes (442) 359-9464 liveatnvlofts.com
North County Automotive (760) 734-1226 www.northcountyautomotive.com
Socal Auto Care (760) 726-0890 www.socal-autocare.com
Tasker's Automotive (760) 758-5200
taskersautorepairvista.com
TJ Crossman's Auto Repair, Inc. (760) 842-1633 www.tjcrossmansautorepair.com
Senior living at its best. With convenient access to dining, shopping, and healthcare services, Arcadia Place provides a sense of connection, freedom, and comfort, all while surrounded by welcoming faces.
Learn more about Arcadia Place and the services they offer on their website arcadiaplaceseniorliving.com.
Automotive Mechanic
4X Off Road (760) 536-3250
www.4xoff-road.com
B & D Auto Repair and Service (760) 631-2886
www.bndauto.com
Awning Cleaning
AwnGuard (760) 435-1367 www.awnguard.com
Background Checks/Preemployment Screening
FastestLabs (760) 383-8575 fastestlabs.com/vista
Bakeries
Little Cakes Cupcake Kitchen (760) 842-5138
www.littlecakeskitchen.com
Banks & Credit Unions
Banc of California (760) 597-4930
bancofcal.com
California Coast Credit Union (877) 495-1600
www.calcoastcu.org
First Citizens Bank (760) 696-9732
www.firstcitizens.com
Frontwave Credit Union (760) 631-8700 frontwavecu.com
Pacific Premier Bank (760) 542-4200
www.ppbi.com
San Diego County Credit Union (858) 283-6406 www.sdccu.com
Banquet Facilities
Vista Elks Lodge (760) 724-1968
Barber Shops
Barber Lex Studio (619) 936-6884 link.booksy.com/AlexsisContreras
Kingdom Kutz (760) 295-0637 kingdomkutzvista.com
Beads & Crystals
Beads, Crystals & More (760) 536-3663 www.beadscrystalsandmore.com
Beauty Salons
Invita Head spa (760) 297-0481 invitaheadspa.com
MOD Hair Salon (760) 619-0061 modhairsalon.com
Boarding & Kenneling
Staycation for Dogs (760) 295-5092 www.staycationfordogs.com
Doghaus Biergarten- Vista (760) 536-3544 doghaus.com
El Clamatazo (760) 828-6281
Feast on This Culinary & Event Production (858) 597-0740 www.FeastOnThis.com
Fridas Tacos (619) 519-5657
eatsfridastaqueria.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
Little Bears Tender Care 1-760-536-3708
For over two decades Fruth Group has been helping clients automate their technology environment, all with one trusted Imaging and Managed Services Provider. From Cybersecurity to Cloud Services to Print Management to Document Management to Help Desk and Managed Services.
Last year they moved into their new facility in Vista and are excited to partner with local businesses! Learn more about them at fruthgroup.com.
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
www.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
Children's Physicians Medical Group (877) 276-4543
www.cpmgsandiego.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
Tory R. Walker Engineering, Inc (760) 414-9212 www.trwengineering.com
Entertainment
E. G. Concert Group LLC (760) 470-9972
Pompeo DJ Company (760) 481-5858 www.pompeodj.com
Escrow
California Coast Escrow (858) 260-3222 cacoastescrow.com
Event Coordinators
City Gates Events (760) 945-3758
citygatesevents.com
ETS Productions Inc. (844) 663-8368 www.etsprod.com
In Motion Events (760) 692-2900 inmotionevents.com
Show Imaging 1-760-842-5880 www.showimaging.com
Misadventure & Co is a company with a unique mission to turn excess baked goods into high-quality vodka. Their elegant, whimsical, and warm bar is the perfect spot to meet with friends after work, or to spend the day on the weekends. Learn more on their website misadventure.co.
Visit them at 2420 Grand Ave, Ste. C, open Monday-Saturday 3-11pm and Sunday 12-9pm.
Socalconnections. (619) 865-1909
socalconnections.com
Event Production
Bliss Tea & Treats (818) 468-1616
Blissteatreats.com
Feast on This Culinary & Event Production (858) 597-0740
www.FeastOnThis.com
Scout & Cellar (760) 518-9210
scoutandcellar.com/welovewine
Fences
Vista Fence Co., Inc. (760) 941-1629
www.vistafence.com
Financial Planning & Investments
Advanced Financial Solutions (760) 639-0160
www.advanced-financial-solutions.com
AFPC: American Financial Planning and Consulting Services (858) 356-2761
Vista Manor MHP/Caritas Corporation (760) 724-7979 www.caritascorp.org
Human Resources Services & Training
Paychex (858) 220-0892 www.Paychex.com
RIBBON CUTTINGS
MOD Hair Salon
MOD Hair Salon is your go-to for effortless hair that’s uniquely you. Owner
Casey Brookshire is proud to offer gratuity-free, hourly, gender-neutral pricing, creating an inclusive space for everyone. Plus, they're committed to clean, cruelty-free ingredients, sustainability and are working toward being a 100% vegan and low-tox salon.
Learn more and schedule your appointment at modhairsalon.com.
Harmony Home Medical (760) 993-5444 harmonyhomemedical.com
Kyndall and Hayden Weir are the owners and curators of Weir Beer. As a previous head brewer with a decade of experience, Hayden knows his way around the brewhouse and how to cater beverages to what customers want and what is trending.
Visit them at their location on 1250 Keystone Way. Learn more about them at weirbeer.com.
