Old Wonder Bread Building in Downtown San Diego to Be Transformed Into Music Venue
SOHO Newsletter / Sept-Oct. 2026
San Diego’s historic Wonder Bread Building at 171 14th Street in downtown is to be transformed by a winning new recipe into a 4,000-capacity music venue expected to open in 2028. Live Nation Entertainment’s project will adaptively reuse the 1924 red-brick landmark, bringing new life and revenue to one of the area’s distinctive industrial buildings.
In 2016, SOHO named the Wonder Bread Building to our Most Endangered List, when plans for a new stadium threatened its future. At the time, SOHO warned against both demolition and “facadectomy,” which would preserve only a thin historic exterior while sacrificing the historic building itself. Nearly a decade later, the building’s survival makes possible an exciting, forward-thinking adaptive reuse project.
SOHO Executive Director Bruce Coons, who met with the project team, welcomed their approach to the landmark, which was designed by San Diego master architect Eugene Hoffman. Coons routinely works with developers, owners, architects, and designers who bring projects to SOHO, helping them work through any issues, explore solutions, and identify the highest preservation practices and standards.

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