I’ve always believed that small businesses are the heart of our communities.

As the founder of Local Umbrella Media, I’ve spent years helping local business owners share their stories and connect with their neighbors through trusted, community-driven publications.

But over time, I started seeing a deeper challenge—too many incredible small businesses were being overlooked simply because they didn’t have the budget to compete for attention. These were hardworking, values-driven people doing everything right, but still struggling to get the visibility they deserved.

That’s why I launched the Choose Local First Foundation.

Through the foundation, we subsidize advertising for small businesses and help them gain exposure through community-focused efforts—including sponsoring local events and providing funding for Hometown Heroes websites (hometownheroes.io), which celebrate the people and businesses making a real difference in their neighborhoods.

I also host The Faces of San Diego (thefacesofsandiego.com), a platform dedicated to highlighting the people behind the businesses—the entrepreneurs, creators, and community leaders who make San Diego such a special place to live and work.

Local Umbrella, Choose Local First, Hometown Heroes, and The Faces of San Diego may all have different formats—but they’re all rooted in the same mission:
To elevate local businesses, amplify local voices, and build stronger communities.

Because I don’t just believe in local—I live it.
And I’m committed to making sure the people who care most about their community never go unseen.