SOHO president David Goldberg at The Marston House (Courtesy photo)
Preservation, Housing, Architecture, Metro Area
Preserving San Diego’s Historical Gems: David Goldberg of SOHO Explains How It’s Done
By Frank Sabatini Jr.
What began in 1969 as a grass-roots protest to prevent the demolition of a Victorian house in Bankers Hill has since blossomed into the Save Our Heritage Organisation (SOHO). The local nonprofit group, which curiously uses an “s” instead of a “z” in “organization,” is currently overseeing a $1 million exterior renovation of Balboa Park’s historic Marston House, which it manages for the City of San Diego.
SOHO’s president, David Goldberg, says that since its formation, the organization has extended its services well beyond saving only Victorian and Craftsman homes. It today seeks to protect a wide range of architecturally important buildings and urban landscapes all over San Diego. Through the years, battles have been won. And some were lost.
Goldberg helps us tap into our “inner preservationist” by explaining the role SOHO plays in the face of rapid housing and commercial development, which we are seeing more than ever in nearly every San Diego neighborhood.
Downtown Condo Guys: Who founded Save Our Heritage Organisation?
Goldberg: Robert Miles Parker. He lived in San Diego and was a very good artist. In the late 60s, he had put a sign on the Sherman-Gilbert house in Bankers Hill with his phone number stating, “Save this house.” (The house was moved to Old Town in 1971) His cohorts at the time were hippies, established San Diegans, and everyone in between. I had met him a couple of times and wished I knew him better. He passed away in 2012.
Downtown Condo Guys: Why the British spelling of ‘organization’ in the name?
Goldberg: I think it was Miles just being clever. I wouldn’t have done it. [Chuckle]
Downtown Condo Guys: When did you become active with SOHO?
Goldberg: I became a member in 1979 for a fee of $15, and then began serving as president in 2018. I was on the board twice before that.
When I first got involved with SOHO in ‘79, there was a major preservation battle going on to save the Melville Klauber house, which was on Sixth Avenue at Redwood Street near Balboa Park. It was designed by Irving Gill, and it was in extremely good shape. I served as a foot soldier in the effort to preserve it. Unfortunately the house was lost to a developer.
Downtown Condo Guys: Was ‘preservationist’ always in your blood?
Goldberg: Yes. I was kind of a quirky kid—always interested in antiques, old buildings, and old technology such as kerosene lamps and wind-up phonographs. During my college years, when earning my BA in economics from Johns Hopkins in Baltimore, and then my MBA in finance/marketing from the University of Chicago, my mother had joined SOHO San Diego. She started sending me their newsletters. When I returned to San Diego, I immediately became involved. It was at a time when preservation was considered a fringe activity.
Downtown Condo Guys: How many members does SOHO have today?
Goldberg: We have over 5,000 members and subscribers plus 24,000 followers on our social media platforms. Our membership fees range from free for young professionals who may not have a lot of money, and up to $500 per year. Our most popular membership is $40 a year for individuals and family households.
Memberships include a subscription to our bi-monthly ‘eNews’ newsletter; unlimited free admission into the Marston House as well as the Warner-Carrillo Ranch House in Warner Springs; plus a 15 percent discount on merchandise in the Marston House gift shop. Members also receive invitations to members-only events, and free admission plus one guest to our annual holiday party held always at a historic house in San Diego.
Downtown Condo Guys: How many preservation projects is SOHO involved with in any given year?
Goldberg: It depends on what comes up. A project could be simply someone calling us for advice and information. We’re an educational resource and advocate organization for historical preservation. We don’t like getting into battles, although we sometimes do. We would rather work with people and outside organizations such as Mission Hills Heritage, the La Jolla Historical Society, and the Coronado Historical Society. We’ll actually work with any preservation organization within the city and the state, as well as those outside of California.
Downtown Condo Guys: What were some of SOHO’s most memorable battles?
Goldberg: We led the fight against the Jacobs Project in Balboa Park. It was a very controversial project and a difficult fight with the city and proponents of the plan. It would have damaged the physical character of the park’s Prado area. But we prevailed as the project never came to fruition.
And us stepping in to manage the Marston House in Balboa Park for the city is one of our greatest achievements. It had been vacant for a period of time. It’s one of the most important Arts & Crafts houses in the nation.
We also restored the Whaley House in Old Town. The historic structure was in a very bad place in the early 2000s because the prior operator didn’t manage it properly. So San Diego County had taken it back until we took it over and restored the house to its former glory.
And some decades ago the Santa Fe Depot downtown was threatened with demolition as part of a convention center project. The Mission-revival structure was built for the 1915 Panama-California Exposition. We were strong advocates for its preservation, and fortunately the project failed in a public vote.
Downtown Condo Guys: Biggest disappointments?
Goldberg: Most recently, the ‘red bungalow’ that was demolished at Goldfinch and Fort Stockton in Mission Hills. It was a classic Craftsman-style house with clinker bricks and it should have never been torn down. The house was a focal point when exiting or entering Mission Hills. I haven’t seen the lot since it was demolished because I just don’t have the stomach for it.
Also the Melville Klauber House on Sixth Avenue that I mentioned earlier. It was one of the best examples in the world of early modernism. It’s now the site of a multi-story condominium building.
Downtown Condo Guys: Do you feel that San Diego’s current government is mindful of old structures and landmarks?
Goldberg: Historic preservation in San Diego is facing threats it hasn’t faced in decades. The current push for housing throughout San Diego has led to the scapegoating of historic preservation, which isn’t just about saving old buildings; it’s about preserving neighborhood character.
Downtown Condo Guys: What cherished properties in San Diego are currently most vulnerable to disappearing?
Goldberg: It’s a lot of the older buildings around Balboa Park and throughout Hillcrest and North Park that are very threatened.
Downtown Condo Guys: Where do you see SOHO in 10 years from now?
Goldberg: Our role will be very challenging in the next few years. Personally, I think we’re overbuilding and not taking into account demographic changes and the way people work these days. I’m not convinced there is going to be a need for so much new housing in the future because studies show that California’s population growth may be leveling off significantly.
Downtown Condo Guys: Despite the challenges you face, what personal gratification do you derive from your involvement with SOHO?
Goldberg: Meeting wonderful people. And seeing how the organization has done such a commendable job in preserving San Diego’s built environment, often with limited resources. I’m not planning on going anywhere.
