First Letter - May 20th 2026
A different viewpoint
Hello Dearest Locals, Neighbors, Colleagues, Clients, Friends and Strangers (and some enemies)
I’ve been wanting to launch this site for about five years now.
It started back in our Mission District condo in San Francisco. But almost immediately Covid descended on us, and it became clear our future was not in the rolling hills and filled streets of San Francisco, but back where my husband grew up (and his family still lives): Cardiff-by-the-Sea. So I shimmied this project south to my new forever home: Leucadia.
The point of this digital lifestyle magazine (a print one is on the table) is simple: Connect locals to each other.
Connect local businesses to local people. Support humans actually living here doing cool shit instead of giant corporations that don’t know us, at all. Ask and answer questions relevant to us. Highlight things that matter to us, recap and share people doing wow things. Speak with a different point of view than what’s already out there.
When a community turns toward itself, towards its artists, coffee shops, unique local needs, towards stores and family-run restaurants, local gardeners, surfers, musicians, dog walkers, builders, makers, and storytellers, we generate momentum in our backyard. A success shared by both builders and buyers that can only feel this strong when it literally is a transaction between just the two of us (cue Bill Withers).
AND also the site was started because selfishly I wanted to build community and connection in my forever home. Become a LOCAL myself so to speak. The non ass hole way. My Husband and I bought a place in Leucadia and will likely die on the property so I might as well get comfy but do it in a way that is beneficial and ads to the local economy and rhythm.
THE SITE and THE SOCIAL
They’re together but different. The site is where you’ll read and see more of something. Features, person of interest pieces, opinion articles, food articles, wildlife and plant highlights. Plus you’ll have the oldie but goldy classifieds, shared pet photos, events listed (one offs, I hate reoccurring events, boring), published work, letters from the community, etc. The social channel is just the tease or quick tip of what is to come BUT the stories are off the cuff. A sort of locals TV. I go on long long walks and post through a sarcastic lens whatever I find. People, street art, products, businesses, wildlife, flora and fauna. Nothing goes unnoticed. Plus I try to put reels together about interesting people and businesses in the area. Nothing boring of course.
THE SITE is still in its awkward teenage phase so be gentle as it’s growing. The stories are growing. The public at large is warming up to it.
A Little About Me and the lens through which the words flow
I don’t surf (I know, scandalous). I’m a brand photographer and video director by trade so mostly every image you see here I took it (but I’ll be hiring photogs and writers soon). I love thrift stores, Bump empanadas, and whatever Jordan’s “matcha of the month” situation is over at Coffee Coffee (also a client of mine). Food is my passion — eating it, not cooking it. Which is why you’ll see LOTS about food here. I love debating (as my husband painfully knows), asking questions, wandering around with a camera taking street photos, and attempting to grow a garden without killing everything in it. New York City is still my favorite place to walk around with a camera and disappear into humanity for a bit. BUT as North County gets used to my “can I take a picture of your outfit” that favoritism could slowly change.
I’m deeply passionate about animal rights and, by default, protecting ecosystems and the natural world around us. This will also take a main stage in this digital editorial. And most importantly, I’m excited to meet more of you my dear locals. The born here’s, the transplants, the travelers (as long as they’re not assholes) the weirdos, the dreamers, the people building something quietly beautiful here.
I love my offensively handsome husband and my two back to back toddler boys. Also I’m a cat person. Hate all you want but Ziggy and Major Tom are the best fluff butts in North County. I’m not young nor am I old, I’m right in the middle. I’ve seen and done a lot. If you want real stories stop me on the street. If you see me in my Endless Summer hat, say hi.
And YES, I know there are already plenty of local magazines and amazing editorials floating around (holler Cote!). But I haven’t yet found one that feels quite like this point of view.
And LAST I hope you write in. I hope you disagree with me sometimes. I hope you send tips, stories, ideas, complaints, secret taco spots, strange observations, and passionate opinions, lots of pet photos and contribute to the monthly publishers section AND the classifieds. This place only works if it feels alive with participation and we all jump in together.
Looking forward to whatever this becomes.
Warmly,
Summer Kellogg (aka Endless Summer)
A photo of Summer Kellogg by Summer Kellogg.
