PACIFIC BEACH – Located just 150 steps from the Pacific Ocean, the PB Night Market has transformed a 3,000-square-foot parking lot at the corner of Bayard Street and Garnet Avenue into a weekly community hub.
Every Thursday from 5-9:30 p.m., the space hosts between nine and 12 food vendors, fire pits, games, and live music.
Launched in mid-February, the market is the project of curator Jay Michaels, a San Diego beach-area native.
Michaels said that the event wasn’t built on a traditional business plan aimed at monetization, but rather as a way to create a local gathering spot that won’t compete with existing neighborhood activities.
The market’s genesis occurred organically through Michaels’ work with business owners at a wellness space located at 875 Garnet Ave.
“I thought ‘this could be really cool’ and I put it out there, and more people responded,” Michaels said. “We need something like this on Thursday nights. Nothing too crazy — just trying to create something new for PB, maybe a Thursday night ritual.”
The vendor list is curated to offer items not typically available in the immediate Pacific Beach area.
Pacific Beach resident Theresa Jussila visits the PB Night Market for the BBQ. (Photo by Karen Pearlman/Special for Times of San Diego)
Food operators include Mirai (vegan), Bonehead Burgers, Monday Morning (mocktails), Caked (cookies and brownies), and Lia’s Lumpia.
Sandbagger Barbecue, operated by Haley True and Brandon Alvarado, has been a fixture since the PB Night Market began.
While the business operates out of a commercial kitchen in San Marcos and primarily serves breweries in North County, the PB Night Market is their first recurring market.
True noted that the event has been a financial success and a driver for social media engagement.
“It’s been a lot of fun to see it grow,” she said.
Michaels intentionally selected Thursdays to avoid conflicts with the Tuesday Pacific Beach Farmers Market and the Wednesday Ocean Beach Farmers Market. He measures the success of the event by vendor performance rather than foot traffic alone.
“The real true metric is seeing what the vendors think, how they get sales, and how they’re doing,” Michaels said. “A lot of them get sold out, and people are buying everything they bring.”
The atmosphere is supported by live performances from Ryan “Cappo” Kelley, who, this past Thursday, brought with him saxophonist John Avery. Kelley, who has performed there weekly, noted that the community-driven nature of the event is a primary draw.
“I see the way Jay moves and how he takes care of people. So I know this is a fit,” said Kelley, who has noticed an “influx of new people” every week.
“I kind of trust my gut, and I feel like people out here are sacrificing, trying to make something happen for the community,” he added. “I want to be part of that.”
While visitors are checking in weekly, PB residents, such as Kentucky native Theresa Jussila, have also become regulars.
Jussila, who lives one block away, praised the quality of the food offerings, particularly Sandbagger.
“This barbecue is amazing, and I’m a BBQ snob,” Jussila said. “I was telling (Alvarado) about my favorite place in Kentucky and how nothing ever compares to it. I just want to find a good BBQ place… and now here it is, a block from me on Thursday nights.”
As the market enters its next phase, Michaels is eyeing possible expansion.
While current geographic space is limited, he is looking at nearby parking lots as a way to accommodate more vendors and larger crowds.
For now, the market remains a “pilot test” that has successfully proven there is a high demand for a mid-week community space in Pacific Beach.
