San Diego: Surf town, science mecca

Originally published by San Diego: Life. Changing. 

In 2017, what feels like a lifetime ago, EDC launched San Diego: Life. Changing., a talent attraction campaign which served to break down the myth that San Diego was just a sleepy beach town good for only craft beer and burritos, and instead elevate our authentic innovation story.

Fast forward to 2022, on the heels of a global health crisis and subsequent economic shock, it’s impossible to deny San Diego’s position as a global leader in life sciences R&D and technology.

We stack right up against the Bay Area, Boston, and New York City – and you might even say we have them beat. But, like other innovation economies, we have our fair share of challenges.

The battle for talent is more competitive than ever, made all the more complicated by a growing affordability and housing crisis. But if any region or collective of people can solve hard problems, it’s San Diego.

San Diego’s Brand Anthem – 2022 from San Diego on Vimeo.

San Diego’s secret is out. We’re a surf town and a science mecca, a hub for breweries and biotech – where big ideas, the ones that move the world, are born beside the Pacific. This is San Diego. This is Life. Changing.