If you know us at the San Diego Pepper Company, you know that for us, “flavor-first” isn’t just a marketing slogan—it’s how we live. It’s about the depth of a masala recipe, the sting of a pepper, and the soul of the community we call home. That’s why, when we heard the City of Encinitas was turning the old Pacific View Elementary school into an arts center, we didn’t just want to watch from the sidelines. we wanted to get involved.
Today, we’re proud to be a sponsor of the City of Encinitas’ Pacific View Sessions, and we wanted to pull back the curtain on why this partnership means so much to us.
Since launch, we have donated cases of sauce to be gifted to artists performing at Pacific View sessions, and it inspired the launch of our platform, King Coffee Penguin.
Giving New Life to an Old Friend
If you grew up around here, Pacific View holds a lot of memories. It sat quiet for a long time after the school closed in 2003, and for a while, there was a real worry it might just become another block of luxury condos. But the community fought for it, and the City of Encinitas came through.
Seeing that space transformed into the Pacific View Arts Center is nothing short of magic. The classrooms where kids used to learn their ABCs are now professional recording studios and clay workshops. That massive historic Juniper Tree is still standing guard at the entrance and is next to a new temporary fire station. It’s a place that honors where we came from while making room for what we’re becoming.
What’s the Vibe at the Sessions?
If you haven’t been to a Pacific View Session yet, you’re missing out on one of the coolest things happening in North County. Curated by our friend DJ Roob from Not So Serious Radio, these aren’t your typical rowdy concerts.
Think of it more like an “unplugged” clinical deep dive. Local musicians—everyone from surf-rockers to jazz trios—come in to record a live set in a real studio environment. When you attend, you get to see the technical grit that goes into making music: the sound checks, the intimate interviews, and the raw talent. It’s a “digital time capsule” for the city, and we think it’s essential for keeping our local music scene thriving.
1. The Maker Spirit
Whether you’re perfecting a guitar solo or balancing the heat of a new batch of Spicy Pupper Sauce, the process is the same. It takes patience, craft, and a bit of soul. By sponsoring these sessions, we’re standing shoulder-to-shoulder with fellow makers. We were deeply inspired by both the Pacific View Sessions and Barn Time—the incredible local Leucadia concert organization that proves how much power there is in grassroots music.
This inspiration actually led us to launch King Coffee Penguin, our very own digital archive dedicated to West Coast artists. We wanted to create a lasting home for the sounds of our region, much like the sessions do for the city. We love gifting our sauces to the performers and volunteers because it’s a “thank you” from one creator to another.
2. Punjabi Roots meets Encinitas Cool
Our sauces are built on family masala recipes and our Punjabi heritage, but they are born and bred right here on the 101. We want to be part of the “cultural gravity” that brings people together. Music does that. Hot sauce does that. Combining them? That’s the dream.
3. Showing Up
We’ve always said we want to be more than just a brand on a shelf. Whether we’re cleaning up the 805 through Adopt-A-Highway or supporting local arts, we want to be a company that “shows up” for its neighbors. About 75% of the people at these sessions are local residents. These are our friends, our customers, and our community.