People Over Billionaires Protest San Diego
Marchers took their “People Over Billionaires” message to La Jolla. Pedro Rios photo
On December 6, 2025 on a partly cloudy morning when the sun was just starting to peek out and make itself known, community organizers and members from the Alliance of Californians for Community Empowerment (ACCE), SEIU locals United Service Workers West (USWW) and 221, San Diego DSA, Indivisible San Diego, and a significant number of other community and labor organizations did not gather at the usual protest spaces of Waterfront Park or the Edward J. Schwartz Federal Building. Instead we rallied in the heart of La Jolla, California— a high-end coastal enclave of luxury hotels, designer boutiques, and some of the most expensive homes in the county. In the curated scene of Ellen Browning Scripps Park, ACCE organizers in their signature yellow shirts filed into the park ready for a morning of chanting and marching.
Kyle Weinberg spoke on behalf of the San Diego Education Association. Pedro Rios photo
On this statewide day of action, 300 San Diegans proudly declared that the existing priority of “billionaires first” was unacceptable and we demanded an agenda of “People Over Billionaires.” Determined to not just be a crowd yelling at the clouds, we took the message right to their doorsteps. Neither La Jolla nor Ellen Browning Park were picked at random. In fact, the march route was carefully planned to ensure that the protest passed the home of the richest man in San Diego, Joe Tsai, founder of the AliBaba group and owner of several WNBA teams, as well as that of Andrew Viterbi, a co-founder of Qualcomm. While they try to insulate themselves from realities on the ground and the real life pain that they cause while enriching themselves, we decided to make ourselves heard, loud and proud.
Mariachi Cali @mariachicali2023 provided the music. Pedro Rios photo
A vibrant community space
Armed with yellow safety vests, flags, bullhorns, and inflatable costumes, community members from all over the county rallied around an impromptu stage and pop-up tents to hear speeches from community organizers working in a plethora of activist spaces from tenant organizing and labor unions to migrant rights and anti-surveillance work. Mariachi Cali scored the rally, performing familiar cultural anthems and providing customized intro and outro music for each speaker, transforming a manicured park into a vibrant community space.
After a number of speeches—including from Kyle Weinberg (director of the San Diego Educators Association), Ramla Sahid (Partnership for the Advancement of New Americans, representing the Transparent and Responsible Use of Surveillance Technology (TRUST) Coalition), and Tazheen Nizam (San Diego director of the Council on American Islamic Relations), it was time to take the streets. San Diego DSA had taken the initiative to provide safety marshals for this action, and after a quick but substantive safety brief with an SEIU 221 organizer the yellow vests were ready to take the streets.
The Baile Folclorico group helped billionaires get some culture. Pedro Rios photo
The route was only about two miles, starting on Girard Street right in front of Ellen Browning Park and up a small incline where our differently-abled comrades set the pace. We turned on to Prospect Street where stunned residents met our chants with intermixed looks of uncomfortable skepticism and support. Then we hooked a u-turn heading north and marched north past a number of high-end art galleries, jewelers, and eateries. Spirits were high as we passed diners with a look of shock that our protest dared to interrupt their brunch activities on a cool Saturday morning. Further down the road, we turned left onto Coast Boulevard and headed back towards the park, but not before occupying the mouth of Coast Walk Trail for a proud display of Latine culture. El Arcoiris del Sur, a local Baile Folclórico group, performed to the tune of the Mariachi band and gave their progressive take on Mexican cultural classic performances such as the Jarabe Tapatio. This closed us out before returning to Ellen Browning Park for a feast of burritos provided by USWW and tacos provided by ACCE.
An ACCE organizer from the People Over Billionaire coalition assured us that there are more of us than there are of them and this will not be the last time the wealthy communities of San Diego get reminded that a community of workers makes the city run.