Breaking Rules & Clichés is Popular North County
Restaurant’s Credo for Success

SOLANA BEACH, CA – In an industry where some say 90 percent of all new entrants fail within the first year, and the rest disappear within the next five, Pacific Coast Grill (PCG) has defied expectation – and rightfully so. This seaside favorite, located in the upscale North County community of Solana Beach, is celebrating 15 years of success and of breaking all the traditional restaurant business rules by operating an unconventional concept in a challenging location with limited marketing.

Tucked in the center of a beach town strip mall, Pacific Coast Grill’s unassuming façade is easily overlooked. But once inside, it remains a world apart from the rest of North County’s restaurant scene; outstanding Pacific Coastal cuisine, reasonable prices, and a sleek, artful interior where its lively bar/lounge and trademark 700 bottle wine Treasure Chest flank its stylish, yet unpretentious dining area filled with clever hints of whimsy. PCG’s popularity through the years has grown by letting “the concept speak for itself” through loyal patrons’ word of mouth, praising its hip, fun vibe and consistent quality of food, service & atmosphere.

The brainchild of long time friends Steve Goldberg and Phil Berkovitz, PCG opened its doors in 1995 in a location that had already failed for two prior restaurant operations. “We took a risk, believing that fresh, good food and a casual, fun atmosphere would ultimately win favor,” states Goldberg. “When we do something, we don’t follow the text book. We do what feels instinctively right and ‘cool’ to us, without cutting any corners. I believe our success lies in the details and going the extra mile to make it great and unique.”

PCG’s avant-garde ocean-themed interior, designed by wife Georgia Goldberg, is a veritable wonderland of conversation inspiring visuals. Noteworthy art pieces include; a massive seahorse crafted completely of “found art” by Native American artist Al Wadzinski, a sensual red rose bustier draped around an antique dress form and a brightly colored wave mosaic winding through the restaurant leading to its glass and wrought iron giant treasure chest topped with a 200 year-old anchor that houses an award-winning 700-bottle selection of hard-to-find California Coastal wines. For outdoor enthusiasts, PCG’s sunny dog-friendly patio offers both two and four-legged guests an inviting, comfortable retreat where lunch, dinner, drinks and dog bones can be enjoyed along with the beautiful California weather.

At the kitchen’s helm is Executive Chef Israel “Izzy” Balderas, who began his restaurant career with Goldberg as a dishwasher 23 years ago at the Paradise Grill in Encinitas. Izzy’s is the personification of the American Dream and a shining example of the company’s philosophy of growing from within. Izzy’s menu serves up an eclectic array of signature “Pacific Coastal” fare at honest, affordable prices. PCG’s unique “everyday epicurean” offers fresh, home made soul-warming cuisine, without relying on overly garnished plate presentations to impress. From the house made ketchup and fresh-cut Kennebec fries to the hand squeezed lemon and lime mix in their award-winning margaritas, absolutely everything is made and prepared on site. The kitchen even grinds its own Certified Angus Beef for burgers. PCG menu favorites include its best-selling lobster tacos, pan seared sea bass, Hawaiian barbecued tenderloin skewers, spicy char-pork tenderloin with house-made BBQ sauce and a delectable white chocolate bread pudding with caramel bourbon sauce. Though the menu is ever-evolving, fan favorites like the sea bass and pork tenderloin have endured for most of the 15 years!

A fun-loving family man with an entrepreneurial spirit, San Diego resident Steve Goldberg, brother of one of professional wrestling’s biggest stars, Goldberg, owns the Belly Up Taverns in both Solana Beach & Aspen, CO (with other brother Mike), Wild Note Café and is managing partner of the famed Matsuhisa restaurant in Aspen, which serves the award-winning cuisine of Chef Nobu Matsuhisa. Goldberg is also co-founder of Muttropolis, the high-end Haute Dogs & Cool Cats boutiques that have grown to now three locations, with stores in Solana Beach, Newport Beach and La Jolla. Goldberg has worked in the industry for over 34 years having opened many restaurant concepts in Minneapolis, Saint Paul, San Diego and Aspen. Former Chicago native and 20-year restaurant industry veteran, Phil Berkovitz, a family man in his own right, is Goldberg’s partner in PCG, Belly Up and the Wild Note Café. Along with Goldberg, Berkovitz is the inventor and developer of the patented and now mass-produced InstaPrep Table, one of the most revolutionary restaurant kitchen devices to come out in the past decade. The InstaPrep table is widely considered one of the most flexible and necessary kitchen prep utensils and is used in renowned restaurant kitchens all around the world.

Pacific Coast Grill, located at 437 S. Highway 101 in the heart of Solana Beach, is open 11:30 AM to 9:30 PM Sunday through Thursday and 11:30 AM to 10:30 PM Friday and Saturday. PCG’s menu offers lunch and dinner selections of inspired and award-winning Pacific Coastal cuisine. Reservations can be made by calling (858) 794-4632. Internet users may visit the restaurant online at For more information, please contact Beth Bennett, phone 858.481.8771.

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