Mission Beach’s legendary ‘Miss B’ lives on in San Diego community

Mission Beach’s transformation from a desolate sandbar to a prized San Diego community stems from a century-old ‘Miss B’ marketing campaign.

SAN DIEGO — A fictional bathing beauty created over a century ago continues to captivate Mission Beach residents and visitors, embodying the spirit of a neighborhood that transformed from a vacant sandbar to one of San Diego’s most coveted destinations.

At the turn of the 20th century, Mission Beach was known for its beauty, but few wanted to live there. 

“Well, there wasn’t anything but sand bars,” according to Mary Bradstreet, president of the Mission Beach Women’s Club. The neighborhood was initially developed as a Tent City, where families could rent canvas accommodations or purchase lots for just $450.

Developer JM Asher, known as the Father of Mission Beach, recognized an opportunity to market the area. In the early 1900’s, Asher wanted to make the area more attractive, so he created a fictional character named Miss B.  The marketing campaign featured brochures displaying Miss B in a bathing suit—and the strategy worked spectacularly.

Early development moved quickly. Mary Bradstreet noted that their cottage from 1918 was the second structure ever built in the area. “And it cost $1,800 to build,” Bradstreet said.

The neighborhood exploded into growth, eventually becoming one of San Diego’s crown jewels with oceanfront property, palm trees, and multi-million dollar homes.

Today, the legend of Miss B persists at Miss B’s Coconut Club Restaurant, celebrating its 10th anniversary this year. Eddie Jurado, the restaurant’s general manager, remains amused by patrons’ curiosity about the namesake. 

“People ask us who’s Miss B. I’m like, ‘It’s me,’ or whoever they ask, they say they are Miss B,” Jurado said.

Chef Troy Williams represents the restaurant’s spirit, offering Caribbean-inspired cuisine with what staff describes as “Miss B energy.” 

“This is our Cubano sandwich. I think it’s our best sandwich,” Williams said. 

He credits the restaurant’s success to its welcoming atmosphere. 

“It’s kind of like a family here. We are really good friends, we are really like family to each other we love and care about each other,” Williams said.

The Mission Beach Women’s Club, founded in 1926, is also celebrating a milestone this year—turning 100 years old. 

“Even though San Diego is America’s finest city, I think Mission Beach is the finest community,” said Mary.

The lore of Miss B continues to inspire visitors who embrace what locals call “that Miss B vibe”—the spirit of a beach community where a century-old marketing campaign left an indelible mark on the neighborhood’s identity.