The origin of SouthBay PRIDE. In 2002 an informal group of 200 new LGBTQ+ property, and business owners and their families in this newly developing region of San Diego came together, at Heritage Park in Chula Vista, to celebrate their new community, Gay Day in the South Bay became an annual event until 2006. Due to the need for local Civic LGBTQ+ Advocacy and Community engagement in the South Bay of San Diego and Border Region with the Municipality of Tijuana. At a time when prevailing thought was LQBTQ+ issues existed only in Hilcrest.

SBA began in the Fall of 2006 with a small group of long time LGBTQ+ South Bay residents at the instigation of Mitch Doty-Cabrera. 

The initial executive committee included Dae Elliott and John Acosta as Co-Chairs, Marci Bair as Secretary, and Craig Knudson as Treasurer. In 2007, the committee resurrected the celebration “Gay Day in South Bay” that had been formerly organized by Marci Bair in 2003-2005.

The 2008-2009 executive committee was chaired by Dae Elliott with Marci Bair as Vice-Chair, Craig Knudson as Treasurer, and Lori Grady as Secretary.

 In 2008, the committee founded the South Bay Pride Music Festival held at Memorial Park on August 24, 2008, This new event replaced the small neighborhood gathering of 2007 “Gay Day in South Bay” with a music festival and Pride event for outreach to the south San Diego county community at large. South Bay Alliance also enhanced its internet support of the community by developing their business listing and resource information websites. In the spring of 2009, SBA moved from a non-profit association to a 501(3)(c) non-profit corporate status.

The 2010-2011 executive committee was chaired by Marci Bair with Ben Orgovan as Vice-Chair, Craig Knudson as Treasurer, and Rhonda Mack as Secretary while Dae Elliott continued as an advisory executive committee member chairing the South Bay Pride committee. In 2011, South Bay Pride Music Festival added the Art component to their celebration and became South Bay Pride Art & Music Festival.

After a hiatus in 2012, The South Bay Alliance’s board was reorganized by founding members Dae Elliott (chair), Marci Bair (vice-chair), and Craig Knudson (treasurer), Patti Timpken (Secretary), and Joseph Burke joined as (Executive Director). In association with the Port of San Diego, South Bay Pride was moved to Chula Vista Harbor, a venue  to promote future tourism and LGBTQ+ Community awareness to the future economic opportunities in the developing South Bay Waterfront and as a promoting partner in the Port of San Diego's Master Waterfront Plan. For the SBA this was a strategic partnership with the move to establish a future destination PRIDE event at Chula Vista Harbor in a development zone, the site of a future World class tourist destination in the South Bay of San Diego, in a development zone. A future potential to fund Bi National LGBTQ+ Community Programs, Bi-National HIV Advocacy and associated programs, with the proceeds from a future festival event of International significance. To raise awareness to Chula Vista Harbor and South Bay PRIDE as an Art, Music, and Wellness Festival investments in entertainment, media, and inhouse event production, food and beverage service, public safety infrastructure was necessary to sustainably produce community events.  The 2013 South Bay PRIDE enhanced activities to include a second dance-dj stage, a juried selected ‘Art in the Park’ display, the ‘GG’s Got Talent’ contest, as well as, hosting two weddings for our “My Gay Wedding” contest winners in celebration of the 2013 decisions by the U.S. Supreme Court allowing same sex couples to formalize their love and commitment to each other through marriage in the state of California. The 2013 South Bay Pride had over 50 vendor/exhibitors and saw its attendance to an 8k increase of 60% from previous years. Modeled the United Nations Getting to Zero HIV Initiative by enhanced HIV outreach, prevention, linkage to Care, and support services. Provided in a public safe zone for HIV/STI Testing. Emphasis on reducing our events environmental impact and promoting a clean South Bay and Estuary ecosystem permaculture model was established.

The 2014-2015 executive committee is chaired by Dae Elliott with Joseph Burke as vice-chair, Craig Knudson as Treasurer, Patricia Boman as Secretary. 

South Bay Pride Art & Music Festival 2014 was held on Saturday, September 13, 2014. The duration was extended from 12 – 10pm with two stages. The Port Authority Main stage highlighted our wonderful line up of local bands while our Flicks Entertainment stage was hosted by Pauly and Monks and brought us popular local DJ’s for great dancing. In addition to continuing our ‘Art in the Park’ and more wonderful vendor/exhibitors, we also added rides and children’s’ entertainment by San Diego Kid’s Party Rentals. Once again, our attendance increased but this time by over 200%!

Joe Burke continues as vice chair and executive director of South Bay Pride Art & Music Festival. We would like to also welcome Sister Ida Know as our Social Media/Webmaster. Our 2015 Pride was held on Saturday, September 12, 2015 and moved just across to Bayside Park, Chula Vista for more room to expand, access to beach for water sports in the bay. Estimated attendance expected was 16k. We are expanding our ‘Art in the Park’ while continuing our successful stages that promote local talent including our headliners Vokab Kompany, Ricky Rebel and Ivy Levan. In addition, we had the AIDS Memorial Quilt on display!

The 2016 South Bay Pride Art & Music Festival was held on September 10, 2016 and had an  attendance of about 20k.

Joe Burke continues as our executive director and is excited to expand on the entertainment we will have on our stages promoting our local talent and bringing great DJ’s. In addition, we plan on continuing to expand the number of local artisans in order to make this a MUST SEE arts festival! We will be taking advantage of our beach side location with an enhanced and diverse number of sports (both water and land) as well as entertainment for our children. Last year had almost 100 vendor, exhibitors and artisans with a full line up of music. This year, we plan on making it even better and continue to provide the wonderful bay side celebration of community for LGBTQ+ and their allies.