Finding Meaningful Life in Action with the City of Carlsbad and RoleCall

Startups get the party. Startups get the party started. Startups get the party. Startups get the party started. You want tech and tacos, tacos and tech you know we got tacos and tech is on smash border green guacamole keeper countins counting beans Contador Quentan frijoles found us trying to raise some queso la vida San Diego school of rappy rapping fire tortillas round jalapenos in these modern times a crappy beer and coffee my coding yoga posse fold the body origami we be surfing coronado eating tacos El gordo, the taco stand in pesto lucha libre and sombrero Got a shout out to cost angels by the ocean watch the sunset la Hoya shores Entrepreneurs trying to get funded When San Diego Startup Week is popping in the summer Oceanside, the Tijuana esti be full of hustlers from couch surfing to penthouses right on the beach. Tech leaders who you believe stars are within reach. We interview and founders who be shooting for the moon. SDTechOS with your host, Neil Bloom. Startups get the party, startups get the.

Welcome to the Tacos and Tech podcast where we discover cutting edge San Diego technologies and the builders making it happen. I'm your host, Neil Bloom, San Diego's Tech ambassador and together you're going to put a face to the name of today's tech leaders with our own blend of local lifestyle. This segment is brought to you by Cox Edge. Our longtime partnership with Cox Business has helped their engineering teams develop new tech products for small businesses and startups. Cox is investing in Edge capabilities and working with developers and engineers across the ecosystem to deliver ultra low latency compute solutions, helping customers to improve application performance and to reduce cloud transport and on premise infrastructure costs. Interested in hearing more about Cox Edge? Please visit coxedge.com and mention Neil Bloom or freshbroodtech.com for our partner discount. And welcome back to the Tacos and Tech Podcast. I'm your host, Neil Bloom and I have a beautiful crowd here on a Monday morning with me to talk about city innovation, talent attraction and all that coming together. So welcome to the podcast. David Graham, Chief Innovation Officer of the City of Carlsbad, Matt Sanford, Economic Development Director of the City of Carlsbad and Tim Winona, co founders of Roll Call. Hey guys. Thanks everyone for joining in.

Thanks for having us.

Thank you.

Yeah, thank you.

Best part of my day.

I love it. Matt, want to give us a quick overview of life in action?

Sure. So the City of Carlsbad has had A homegrown talent attraction campaign for several years now called Carlsbad Life in Action. And we're really trying to tell the story of Carlsbad. The ability to have a work life balance, the ability to take all of your time outside of work and do something fun and productive. Really follow your passion outside of your 9 to 5 and convey that beyond just Carlsbad, beyond North county, and really tell the world that you can have a meaningful career and a great quality of life in Carlsbad. And that's life in action.

Love it. I'm excited to dive deep. You and I have probably a six, seven year history of working in the innovation world, so we'll dive into that a bit more. But Tim, you want to give us an overview of Roll Call?

Yeah, you bet. So we're a talent attraction agency and consultancy. So we work with cities like Carlsbad, States chambers of Commerce, economic development organizations who are trying to attract talent to their place through marketing, messaging, blogs, video, that kind of stuff. And we sort of take the what's next step in talent attraction. So once you've started to promote your city or place out to the world and you're driving traffic to your website, we help create pathways for new residents to connect with the city, with stakeholders in the city and eventually a job. Because it's tough unless you're working remote, bringing a job with you. It's tough to move to a new place without a job. So we sort of live in that space between the city and the employers in a city and the candidates looking to move to a new city and help kind of bridge the gap between the two.

It's so great. I love it. Especially in this scenario between actually three of our different parties, including my team on Rising Tide Partners of creating and telling interesting stories and having a purpose for that of this goal of attracting people who jive with that message. Right. It's absolutely what it's all about. So really excited to have this conversation with you all. Let's dive into a little of your backgrounds because community geo, civic innovation is at all of our hearts, but some of us have been working at it a little bit longer than others, including David. David, do you want to give us a little bit of background of like more like where the intersection of not just working with the people but innovating with the people kind of came as a spark for you.

So you know, I'm the chief Innovation officer for the city of Carlsbad and getting into government, it wasn't exactly, you know, the sexiest thing in the world. You know, I'll be very honest. When I was in college, I both ran the radio station at the college and I also was on the debate team. Two very divergent sort of pursuits. And I had two opportunities. I could either intern for a mayor or I could go work at a radio station. Now, fast forward this many years later. I think choosing the mayor route probably was the right one. Not certain how on point radio is these days, although I guess maybe it could have made me a podcaster and then I'd be back in the renaissance of radio. But I think one of the most interesting things as it relates to talent and talent attraction and why I now have had a 20 year career in working with local governments on both the public and the private side, is that it really is the place where you can have a massive impact. I deal with both in my work with Harvard's Technology and Entrepreneurship center in UC San Diego. Graduates who are very interested in having an impact in the world. And one of the things that I find so interesting is very rarely do they think about local government as a place where they can do that. And yet, as people on this podcast can attest, when you work in local government or even state and federal, you can see the manifestation of the work that you do. When you drive down the street, when you walk down the sidewalk, you can actually see the impact you're having on people's lives. And I think that's one of the most interesting things about what we're trying to do in and with government is explaining how connected people can be to their communities. Using an authentic approach to engagement to bring people to places like the City of Carlsbad. Whether you want to work in a technology firm or start your own business or work for the City of Carlsbad, I think ultimately being authentic about who and what we are is the best way to attract talent. And we know that talent is the lifeblood of all industry. And I also include government in that. Talent is what is powering the future. And that is why we're so invested in doing that and doing that with folks like Roll Call.

I love that. Matt, you worked kind of region wide for quite a while. I started to hone in on North County. What was it that kind of brought you to saying this is the right place to kind of tell that story and how's life in action kind of growing up alongside that with you?

Yeah, it's really interesting. More and more economic development and workforce development are becoming the same thing. And I've been practicing economic development for GOSH a little over 10 years now. And the more that we're getting into talent and workforce issues, and the more that we're talking with employers and they're expressing that their biggest challenges are talent and workforce issues, you know, it really becomes a necessity for us to pursue new, innovative ways that focus on talent attraction, talent development, etc. And when we talk with an employer, the reason that they're in Carlsbad, you know, other than going surfing in the morning, is because the talent is here. You know, we're not producing commodity widgets that can be done anywhere. We're doing some really innovative things that are saving lives and changing the world. And so they're here for the talent. And then when you ask them what their biggest challenge is or the biggest challenge that they see upcoming, it's talent. So, you know, it's. It's both the reason that they're here and their biggest fear. And so our economic development strategies are more and more focusing on these types of areas where we really need to provide a new service that a city may not have really played a role in before, to make sure that our companies, our businesses, our industries are supported.

I would be remiss if I didn't realize that, look, a lot of the people who listen to this podcast are actually not only San Diegans, but people who have an interest in San Diego. This is a chance for us to tell them why we're doing things differently, which we're going to dive into a little bit even more, and to not just root for it, but join in on it as well, too. So let's make sure that's part of the conversation of not just here's what the city's doing, but here's what the city's doing more so that you can jump and dive in and kind of be a leader in your community as well, too.

So. And I'd actually like to tear off of that point that you just made, Neil, like, why and why here? You know, the why here is San Diego has been, I think, an unsung hero. People talk about the great things that occur here without ever mentioning San Diego. You know, we have Nobel Prize laureates, and you reference the university that they were at. We have, you know, people with groundbreaking discoveries that are saving lives and changing the world. And nobody says or rarely do. They say, and it's because it's San Diego, but it actually is. It's the people here, it's the place, it's the experience. All of those things contribute to why it is such a Special, special place. And the way that we can keep it that way is by continuing to foster and grow this community. These connections, the authenticity I mentioned before and with folks like yourselves, frankly, Neil, the biggest cheerleaders who are help helping to tell the story about why here and why now, that is what is going to continue creating the resilient and strong and sustainable future of this community. And I think what will continue to make it unique?

Well, I think carrying off that to see not just that the community is innovating, but that your city is too is also kind of inspiring. Right. And so to see that the city, one leans in and says one, let's, let's use us as a living sandbox to test and try new technologies. Let's lean forward into trying new things to attract businesses, talent and the people here organically grow them into upskilled and reskilled talent for what the needs. I think when people see that, they realize, all right, my government's doing it, I got to do my part too. And so I think it's a good time to kind of bring in Tim Winona from this because you both have a little bit of experience on the government side and the media side journalism piece. Take us through a little bit of your backgrounds because you've gone from government side into startup world, right? Building your own company here, innovating from problems that you had met before as well. Tim, you want to dive us into a little back your background?

Yeah, sure. So I started my career in sales and marketing and eventually worked my way into digital marketing where we're sort of in the agency world, you know, got to kind of know that piece of the business and then got the community development itch. You know, David, kind of like you mentioned, being able to see the work that you're doing actually like show up in the community was something I was really looking for. And I had volunteered a bunch in the community and those kind of things. But so I started working for our chamber of commerce. And I don't know if there's a bigger chamber of commerce fan on the planet than I am. I think they're just this like really cool, like convening body of like smart, hard working people. They don't get the credit they deserve. And same goes for pretty much anybody who works in economic development. So while we walk down the street and see the fruits of our labor, people don't understand where that work is done. And so being able to now as we've transitioned into this, you know, starting the company for talent attraction, which as both Matt and David said is really key to the growth of any place, is growing with talent and bringing, you know, smart, like minded talent to your place. Yeah, I mean, that's why we started this, is to make chambers and economic developers sort of the, the heroes and serving their clients, whether it's as a city or a chamber, and serving their members. That's why we're here.

Winona, how about your background into joining this as well?

Yeah, so I come at this from kind of the content and journalism side of things. So I got my start, my career, began writing about culture and politics and lifestyle and all those fun things. So I was working for National Geographic and NPR and Rolling Stone and kind of putting together this interesting and sort of eccentric freelancing portfolio, I guess. But I was really drawn to stories that had a strong sense of place and that were really about trying to capture what was interesting and what was special about a place. So that brought me into a focus on travel writing. And from there I became the editor in chief of Livability.com and so that's what I have been doing for the past about four years before starting Roll Call. And in that role I got to do a lot of work in terms of the data and research behind how people choose where they're going to live, what makes a great place to live, how do people decide whether or not to relocate, what are the important factors in a decision like that? And then how can cities kind of rise to the occasion and bolster the things that actually are important to people? I think that that decision is such. There's really no more important decision than, you know, where are you going to live in terms of just shaping your day to day life, maybe besides who you marry, I guess. But like, otherwise it's really just like the place you are is so crucial to your quality of life and what your life looks like. And on the kind of the personal side of that, I also moved to Nashville after just visiting for a weekend. And so I'm someone who really knows. Like I found a place that felt so aligned and really excited me and energized me and I feel really lucky to live here. And so. So part of the reason I'm really jazzed up about this work is just the ability to help more people find their place. Right. That's just really important.

And now I want to actually touch on that because I think that's really important. You know, it used to be that people would put their roots down and they'd live in the same place for 20, 30, 40 years. Or more, it would be there for the rest of their lives. And now with the portability of being able to go anywhere, move anywhere, particularly when you're talking about younger talent, the opportunities are so vast that there's a real competition that is occurring for that talent. And I think we're in a new era that's even more interesting, where people can choose where they want to live first and where they want to work second. And that's one of the biggest parts of our Life in Action campaign, which is you want to live here, you want to be a part of this community. Here is why Matt jokes about being able to surf in the morning and work later on that afternoon. But you could be working for a company in Barcelona or in London or in Auckland and living in Carlsbad. And I think part of what we're trying to do with all of this is say, here is the connection to here and why and why now. Especially as not only the ability to move anywhere and live anywhere matters, but now the ability to work anywhere matters too. That's why the Life in Action campaign is so crucial and why the great partnership of technology and I think authenticity coming out of my team is what is a competitive advantage for a small city like Carlsbad.

Can I double down on that a little bit of just why, why is the city, why does the city have to do this? Why? You know, they don't really. Right. And really you don't necessarily make profits from someone working at a specific company. Right. I would imagine. I know taxes come from other areas, mostly hotel taxes and other things, especially for economic development developments like. Matt, take us through a bit about why it's such an imperative for a city and specifically economic development, to just own this talent attraction piece.

Yeah, you know, I think it's. I would push back a little bit and say that it is a bit of an imperative. And this pandemic has really given us a preview into why we have a very innovative advanced economy. We have a lot of people in life sciences and tech, et cetera, and those are very resilient industries. I mean, life sciences especially grew and in some cases thrived as a result of the research being done to address this global pandemic. Those companies need talent if they're going to be here. They are high paying jobs. Those employees in turn end up keeping our restaurants in business as they continue to have a job of their own, but then patronize shops and businesses, et cetera. And so it really creates a more diverse economy by having these advanced industries. We're not just focused on tourism, which is a huge driver in Carlsbad. We're not just focused on small business. We're not just focused on innovation. It really is a balance. So I would argue that as a city, it is also competitive. These businesses could locate elsewhere and, you know, especially a corporation that might have a headquarters somewhere else but has a large presence in Carlsbad, you know, they're looking globally. You know, they're. They're trying to figure out where it makes the most sense to have a facility and to do that amazing, innovative work that they're doing. And they choose to be in Carlsbad. They're doing that for the talent. And if we want that presence to remain here, if we want to keep that company here and not see vacant spaces and vacant buildings, we need to understand the full equation, which right now is heavily skewed on the talent side. Certainly not the only factor in that equation. But good economic development these days is ensuring that we have the workforce and the talent base, that we have the synergies with our educational institutions, and that we also realize that we're not going to home grow all of our own talent and that we really need to make sure that we're looking, you know, regionally, nationally, globally, to make sure that the right people are here in Carlsbad for those companies to continue their work.

I mean, think about it this way. This is the Tacos in Tech podcast, right? How many of you had gruel for breakfast this morning? How many of you had porridge to eat last week? Or any time in the history of your life that may have been okay for the 19th century, it is not okay for today. And the cities that actually can provide the buffet of life for us. Cuatros milpas, right? Or take your pick, you know, Lola's 55, whatever, your favorite, Roberto's and OB, which is my go to for the California Burrito. Those are the things you need to be offering today because somebody else is doing the exact same thing. And that's why a medium sized city like ours is actually taking on a campaign that much larger cities usually do, because we recognize that's the only way that we're going to frankly, survive. We're not feeding gruel and porridge. And I'm sorry, this is not going to be an Oliver Twist situation where you're going to ask for a little more. Matt and I are constantly thinking about the next way we can serve up the right things to attract the people that our companies need, because we're a net importer of Jobs. We have more jobs than we have people living here. We don't take this as a, hey, let's just do things for Carlsbad residents. We think about the entire region, frankly. We think about the county north of us, the county east of us. How are we doing things to create a resilient economy? And that takes, frankly, groundbreaking and new ways and approaches of doing things. And that's what we're doing in Carlsbad.

David, I didn't realize you were so anti gruel. I just have to say, kind of taken aback.

I don't know that there is a pro gruel contingency out there, but if there is, my sincerest apologies and I will provide you some brown sugar for that porridge.

Well, I'm pretty sure. I think it's a Carlsbad company that makes a product called Mush. So, you know, the adjacent. The adjacent business world is okay being anti gruel as long as it benefits Mush.

I'm just saying that we also innovate food in Carlsbad. We're not just about tech. You know, we're doing some really innovative stuff across the board.

It is true. You know, in the startup world, we call this value add investing, where it's not just you're cutting the check, but you say, and now let's roll up our sleeves and go to work. And that's really what this looks like here. And so in that, take us through how you started looking at a specific campaign for talent traction and what brought you to roll call in that regard. David or Matt, either one that want to jump in there.

Yeah. So I've been now with the city for about a year and a half, coming from the regional EDC where talent was a focus. You know, it remained a focus when I, when I joined the city and you know, talking with our team here, we were trying to figure out new ways to raise our profile. And also how do we better understand our target audience and who's actually seeing these messaging and how effective is it? And actually it was just fantastic timing that Tim and Winona had met Joe on our team at a conference previously and were doing just that. They were really helping qualify the pipeline, creating a sales funnel out of these candidates. And so from our perspective, it was just perfect timing and a match made in heaven to really take our life in action campaign to the next level.

I love that. So Tim wanted to take us through what the experience looks like. What does an activation with a city like Carlsbad look like? And how does roll call play a.

Role in that, I think, David, as you were describing, people can kind of live anywhere.

Right.

Especially with remote work. And I think there's this huge difference in somebody living someplace and somebody actively choosing where they live. And we work with cities who want people to choose Carlsbad.

Right.

So we help. We work with the city in their marketing program. In Life of Action or Life in Action, sorry. And we provide sort of, like I said before, like the. What's next to the program. So if the team puts out some content on, hey, here's some. You know, you can go surfing in the morning and go to work afterwards. You know, we provide sort of a landing page for somebody to put their information in and become a real prospect for living in Carlsbad. So not just somebody who interacted with a piece of content with a like or a share or, you know, whatever on social media, really being able to take some action on. On making a move a reality.

I think so much of what we do is really taking all of the economic development work that's already being done and kind of taking it out from behind the curtain a little bit and really making that direct connection to prospective residents, to people who are interacting with the marketing, who are seeing the Facebook posts, who are interested or intrigued or curious about life in Carlsbad. You know, the people that you are kind of sparking up with your messaging, that's fantastic. But then how do you actually grab those people, connect with them, engage them, feed them the information that they need, get them the answers that they need, the connections, and just really start helping them through the process. From seeing an interesting post about life in Carlsbad to actually getting connected to an employer and a community and making the move and loving it there and telling everyone else they know about it.

And what Roll Call does really well, which is something I think different than you usually see, is sure, you can show 3,500 jobs available in Carlsbad, but that's a very passive approach. And sure, we can campaign and provide you information about why you may want to live in Carlsbad, what the great neighborhoods are, why you would enjoy being a part of that community. But what Roll Call did is took it to the next level. So with our Life in Action recruiter, we're actually directly connecting businesses with those job seekers. So businesses are saying, we are interested. We're going to use this technology platform. And then right now, almost 100 people have said, oh, I'm willing to give you a little bit more information about me, not just my resume and those direct connections between Those create valuable connections so that it's not just surfing around figuring out, oh well, you know, I've never done anything in technology, but I'm going to throw up a bunch of resumes that's not going to do anything. In this particular case, we're creating that value add by connecting the person with the type of opportunity based upon additional data about that person and that company. And that's creating that valuable linkage which can accelerate the hiring process and the prospects there.

Yeah, it kind of flips traditional recruiting on its head. Right. So we're asking people to choose a place before they choose the exact job.

Right.

So we believe that if you're having people choose Carlsbad because they love the idea of living in Carlsbad, then you're going to have a longer resident. You're going to have somebody who's actively engaged in the community. And the job, while it's really important, is really secondary to choosing where they want to be.

I think the intent piece is really big on what you touched on. Right. Companies, the demand side of the marketplace. They're hiring now while they always will build a bench of talent for future. Sure. Many have many, many open roles right now and sussing out active versus passive candidates is actually a really big deal. And so just knowing that let alone what company they want to work at, which they may not know they want to work at a specific company, but that they know that there's an interest in a region and an interest in a culture, I think that's a really big deal to have kind of a city focused on that.

I think it really makes the process kind of bite size steps that it's not this overwhelming thing of, you know, being able to say, yeah, of course I want to live in Carlsbad, it's sunny and there's beach and everything else. And then being so overwhelmed by taking any next step that it creates an impossible situation for that person to move. You know, this, this says, oh yeah, I'm interested in Carlsbad. Oh cool. I can give a little information, learn a bit more about the city, the area. I can say, oh hey, I'm in tech or I'm in life sciences or I'm in whatever field, manufacturing and then collect a little bit more information and then they're connected with some important employers in those areas. They're seeing the actual jobs that are available and really creates a manageable pipeline. And they're also self qualifying. They're saying, yes, I'm interested in moving to Carlsbad. So it's not just we as a city blasting out to the universe. Hey, look at us. We have a lot of great tacos and a lot of great jobs in Carlsbad. We're actually targeting our audience and saying, okay, you are interested in moving here. You are in an industry that we have a lot of here. Let's start talking.

And we're talking about growing deep roots because the job market has changed. What people want out of their jobs have changed. Neil, for example, you're going to do a day of service with your organization right in our community because that's what people want. They want that job. The 8 hours, 9 hours, 10 hours, however many hours you end up working to mean more than just producing widgets, as we kind of joke about. And so that depth comes from purpose and mission and connection. And I think that is a part of what we're introducing in this partnership with Roll Call. At the very beginning here, I have a friend that works for a public agency, heads it up now they're doing their paddle board and yoga day. These are all things that are now a part of what we're not distinctly just going and mining and producing something and then going home and having fun and living life. Life and job and experience all connect together. And I think that's something we've recognized in Carlsbad, that we're trying to promote, but not just promote, honestly tell a story that is one that is attractive to anyone that might be looking to find a place to be.

And I think San Diego is one of the rare spots where people have such a positive image that's like, of course I'd live there if I could get a job there if I knew that my industry was there. Right. So you're already starting on a great foot compared to some other areas. I would even say LA is the opposite kind of thing in my regard, being from la, whereas you're like, yeah, I'd love to live where I can vacation kind of thing. But wait, I get exposed to 30, 40, 50 innovative companies as well too. And the people who want to innovate in my community as well. It's a pretty big deal. Winona, do you have any, like, stories of just things you've heard from through the recruitment team?

I think just in terms of the, like you said, sort of the natural and organic excitement about Carlsbad and about this part of the country and the quality of life here. It is such a cool thing to be able to start with that foundation of, oh, of course, it's a great place to live of Course, that would be a dream to live there. You know, the vast majority of people we're reaching just have this amazing positive, kind of, that's the ultimate bucket list place to live idea of Carlsbad. And so it definitely makes our job easier in that respect. We don't have to, you know, we work with other clients that they have sort of a, you know, a misperception or maybe people just have no idea about. About what they are and what they're about. But we get to kind of start at like, the starting line has moved a little bit forward with Carlsbad. And so that's been cool to see, just giving people this path of, yeah, you really. Not only do we want you here, we can help get you here. There are opportunities here. Like, let's, let's really make this a reality. So that's been. It's been cool to kind of create that path for people.

That's awesome. I'm going to give a quick shout out to a childhood friend of mine, Jen Deeds, who moved to Carlsbad during the pandemic purely to get out of la. Her and her husband work remote and said, look, we can be in LA for one day a month to be in person, but every day I send her life an action post and say, hey, you know, did you know this company's here? Did you know this company's here? So, Jen, this is our call to action for you to sign up for the Life in Action campaign through Roll Call to actually help expose you to all your opportunities here. So shout out to Jen.

Come on, Jen.

It's so funny you say that, Neil, because I had this conversation about a month ago. This couple, who had been through three or four startups, came from Silicon Valley, lived in San Francisco, lived in the city, had two young kids. And what was so interesting about the conversation was how much they were excited to be involved in what we were doing in the San Diego region, what we were doing in Carlsbad. And they said, life was just so hard, we couldn't do it anymore, it was okay. But with kids at this and that and cost, it was so hard. And we came here to Carlsbad and we're living a block and a half away from the beach and we can have everything we had there. Working for just as exciting of companies, doing just as innovative of things, and it doesn't have to be so hard. That's what was interesting. I was like, but that's kind of a badge of honor for people, how difficult. They said, but it wasn't Necessary. We could just have a better quality of life and do groundbreaking work without all the rest of that. And I found that kind of funny.

It's real. I mean, it's like for real. Those are real things that people are saying, which is awesome. You've got this first winds under the wings right now. Where's it going? What's the bigger, greater plan here? Because obviously there's a lot of jobs to support. Matt, you talked about inorganic local growth, but also needing to potentially import talent. Where do you think we are a year to three years from now in terms of this campaign and what do we look at as success?

Yeah, you know, I'd give a couple different perspectives here. The first, I think that you're going to see more and more cities, regions, chambers, economic development organizations engage in similar pathways. You know, I think Roll Call and what Tim and Winona are doing, you know, it was a light switch moment of. Yeah, of course this is a necessity for us to remain competitive as a region. And again, these employers often are choosing where they want to be. And so being able to offer a resource like this is going to be hugely important as we move forward. The other thing I'll say is, of course this is not the only recruiting tool for an employer. Right. There's still a lot that they're going to do on their own. Nobody's going to say, oh, I found all my talent through one pipeline. Right. But this is a way that we can augment that pipeline, supplement it a bit, find new inroads to new talent pools, and also be able to have some really cool metrics on the back end where we're able to say, hey, the Carlsbad message is really getting out in kind of these top five markets and help our companies understand. There seems to be a lot of people in Chicago that are interested in north county, maybe target some of your direct recruiting there. We were really excited. David mentioned we have about 100 candidates that have kind of signed up for Life in Action Recruiter already. Several of those are PhD in some very rigorous fields that I'm in no way qualified for that are coming from Tennessee and New York and other places around the country. Without this and this ability to track, we would not necessarily know, hey, there are some really badass PhDs in Tennessee that are looking at Carlsbad. So it allows us to also expand our reach, understand not just who our target audience is, but who our new audiences are that we haven't even thought of and really connect those dots both for us as a region, but also for our employers and give them some good data there too.

And simply put, for me, I think you're going to see that Carlsbad is this northern anchor of the Creative coast. From Carlsbad down to Torrey Pines, where you see San Diego is to downtown, all the way to Tijuana and beyond this thread, this place is going to be that is known and recognized for groundbreaking work, for being able to live the way that you want in a place that is reaffirming of life and quality of life while also doing some of the most innovative things in the entire world. I mean, think about the Salk Institute. We're talking about places that are named after people that came up with the cure for polio. These are places that are changing the entire world. And I think the San Diego region is on an ascendancy to see that as the place that people want to come and be. Because you can do and be transformative while also living your best life.

I love that. How can people get involved? Where's the website they should go to right now if they're hearing this saying, wow, I want to live in a place that appreciates me and vice versa?

Sure. And we should clarify Roll Call is what we call Life in Action Recruiter. So those are the same product. For those folks that are listening to see how it works, you can go to Carlsbad lifeinaction.com it's all over the website. We have different inroads to get on the recruiter platform. And once you sign up, you know, you'll hear from us and not daily or anything. It's an appropriate amount of outreach, I would say. But just if you're learning or interested in learning a bit more about Carlsbad, you know, it's a good way to pick up some new facts as well as understand new opportunities that are there.

And for companies that are hiring and want to utilize the service. Same place.

Yeah. So they can go there. We have a link for businesses to participate. They can also email us any Carlsbad businesses out there@businessarlsbadca.gov to sign up or to learn a bit more. Happy to connect with anybody there.

We haven't yet gotten the domain mattheman.com up yet, but it's going to be coming next.

I'm searching for it right now to grab it in IO&co and everything. Yeah, first of all, we'll have those links in the show notes too. But we really know people are moving here for our sophisticated taco scene. And this being the tacos and tech Podcast, we got to know each one of you. Do you have a favorite taco spot? Winona, you're first.

Oh, my gosh, of course. Well, mine's in Nashville. It's called El Amigo. It's a little, little place on Nolensville pike, and it is awesome and everyone should go there.

Yeah. Believe it or not, we have great taco places here in tropical Iowa City as well. I live in Iowa City, Iowa. We've got this great place called La Regia, and it's part taco shop, part bodega. And it's just this really awesome place you should come visit just for La.

Regia and vice versa. We'll get you out here for a taco tour. Matt, how about you?

Okay, so David already mentioned a good one with Las Cuatros Milpas. I mean, they are. They hold their own for sure. And when you get a craving for those, it's undeniable. But I would say Oscars, Mexican seafood, their octopus tacos, fantastic. A little bit of a twist for those that might be in Iowa, but they're awesome. I would invite anybody to come out and try them. They're great.

Ooh, and get a little side of ceviche because Oscar. Ceviche.

Yes.

Yes. David, how about you?

I am usually a straight up carne asada, the classic street taco. And so in Tijuana, as a kid, we used to go to this place called La Glorieta. And La Glorieta was basically a roundabout, which the Glorieta is the roundabout. And so it was just this taco place on the roundabout. Still there, still some of my favorite tacos. If I have to fast forward to San Diego, I'm going to give a shout out to the owner of Lola 55, who named it after his mother. If I remember right, not as much your traditional street tacos, but they do some really innovative things with their tacos. So it's not going to be your classic street taco. Go down to La Glorieta to get that down in tj, but hit up Lola's. It's totally worth it.

If you don't want to run across six lanes of traffic to that roundabout, head down to east village for Lolo55 for sure. Great ones. We love that. Well, thank you all for, first of all, just being on the podcast, but for committing yourself to making a purposeful life and work in life in action in Carlsbad. So really appreciate all of your guys time and energy for that. Excited to continue partnering with you to keep telling these great stories and bring the best talent that we can possible to build the best technology. So thank you all again. Appreciate it.

Thank you.

Thanks Neil.

Thank you.

Thanks Neil.

Thanks for joining us on the Tacos and Tech podcast with Neil Bloom. Thanks again to Cox Business for helping make this possible by expanding the reach of the San Diego tech ecosystem. Big shout out to School of Rap for our rad intro music and this podcast is edited and mixed by Patrick Norton@citizenrecording.com youm can find Neil Bloom on Twitter NeilBloom and on LinkedIn as well as well as fresh brewed tech and tacos and Tech Pod on Twitter too.

Want tech and tacos? Tacos in tech. You know we got it.

Hey.

Sam.