Old California Restaurant Row is not only a staple in San Marcos, it’s also considered North County’s largest entertainment and dining center. Due to its central location between the coast and Escondido, the serene valley of San Marcos was chosen as the perfect spot to capture the business of not only local residents but tourists as well. But Old California Restaurant Row didn’t just happen overnight. The initial idea began with a farmers market and the dream of a real estate developer, Jim Eubank.

Early Beginnings

Photo courtesy of Fish House Vera

In the early 1970s, a 20-acre plot of land on (what is now) San Marcos Boulevard and Via Vera Cruz was purchased by Jim and Vera Eubank, after the couple fell in love with the quiet rural community. "At the time, there were 20 chicken ranches in the neighborhood," his wife said. Their goal was to make San Marcos a central hub for commerce—and it all started with a farmers market.

Jim, a real estate developer, built a small building on the property and opened the first farmers market in the area where he sold local produce as well as fresh produce from Los Angeles. With the success of his farmers market, Jim realized the area lacked dining establishments, so yet another idea was born: an open food court.

In the mid 1970s, Jim began building an open food court with outdoor seating area and a small garden. Jim’s open food court stop became a popular spot for locals, which prompted him to pursue even bigger dining establishments in town. It took until 1978 for Jim to build the first official restaurant in the space, which he called Gentlemen’s Choice. It didn’t take long for Gentlemen’s Choice to draw the attention from other businesses and restaurants.

Decades later, Old Restaurant Row still stands as a pillar in San Marcos. Jim’s vision for the once rural farm area has since transformed into a vibrant commercial and entertainment destination, which now has 15 restaurants and an Edwards Stadium 18 Cinema Complex.

Jim’s simple idea and positive influence in the community was noticed by the San Marcos Chamber of Commerce, which named him Business Person of the Year in 1995.

The Present

Photo courtesy of Landon's

Today, Old Restaurant Row has a distinct lineup of eateries that offer a variety of cuisines. It’s also the perfect spot for social and holiday events and casual get-togethers like happy hours, live entertainment, group dining, parties, and even dancing.

Old Restaurant Row has been an important entity to the city of San Marcos. In 2016, developers demolished vacant stores in order to build more dining and entertainment spaces. This update created a more walkable entertainment destination, making it accessible to the surrounding neighborhoods while solidifying its iconic landmark status. Over the last few years, Old Restaurant Row has received some upgrades to its parking lot as well as added new restaurants to the lineup. 

According to the San Diego Union-Tribune, property owner and son of Jim and Vera, Bob Eubank said, “Forty years ago, this was pretty impressive. Now, the expectation is so much more.”

San Marcos Brewery and Grill general manager Dean Jacobson said, “They [the Eubanks] have vision for what they want. It is all positive for the tenants as we look toward to the future.”

Even though restaurant chains are now part of Old Restaurant Row, they all have the outer look and feel of Old California, which includes the look of aged stucco, clay tile roofs, and large timber beams.

“For the people of San Marcos, it will be a place to go. Nowhere else has that type of feel,” said James Limjoco, owner of Sublime Ale House, according to the San Diego Union-Tribune.

The Future

Photo courtesy of Old California Coffee

With Old Restaurant Row becoming “a lifestyle center,” Bob Eubank is constantly looking for ways to not only improve the space, but to expand it as well. Today, the 13-acre center is home to a few chains and mom-and-pop eateries with more to come. With 40 years of success, this sprawling landmark that began as a simple fruit stand has stood the test of time. And it was all thanks to Jim Eubank and his love of the San Marcos community that spurred him to not only plant roots for his family, but also leave his mark on the community.