PRINCIPALS Get updates
San Diego’s illuminated skyline reflected in the bay beneath a cloudy night sky
IN PRODUCTION SAN DIEGO, CALIFORNIA

PRINCIPALS

2026Season OneDocumentary22 min

Downtown San Diego is being rebuilt.
These are the people who signed for it.

Explore the pilot Get updates
A DOCUMENTARY INTERVIEW SERIESSEASON ONE / DOWNTOWN SAN DIEGO
WHY THIS SHOW

America knows its buildings and forgets the people who signed for them. Press covers the deal. I cover the person. A principal is the one whose name is on the line, and every one of them has a reason. This series puts that reason on the record, in their own words.

THE EPISODESSEASON ONE · 2026
Freeway light trails heading toward the San Diego skyline at night FILMING NOW EPISODE ONE
THE PILOT

America’s Finest
Renaissance

Prominent San Diego voices address the current state and future prospects of downtown, and whether it wants to be America's Finest City again, or emerge as something new.

Be there for the first look
The Gaslamp Quarter illuminated at nightCASTING

Episode Two

Casting now.
Interstate light trails leading into downtown San Diego at blue hourCASTING

Episode Three

Casting now.
A downtown park at night with illuminated towers behind itCASTING

Episode Four

Casting now.
GET INVOLVEDSEASON ONE
PRINCIPALS

Take the chair.

Season One seats are limited.

 BRANDS

Sponsor a category.

One brand per category, locked before launch.

 PRESS

Cover the series.

Screeners, stills and interviews.
David Perloff, host and creator of PRINCIPALS, in a navy-toned portrait
DAVID PERLOFFHOST & CREATOR
ACROSS THE TABLE

I find remarkable
people and tell
their stories.

I built PACIFIC into one of Southern California's most influential media brands and sold it to Tribune Publishing. I have helped thousands of small businesses and hundreds of large ones tell their stories. Now I take the chair across from the people building the city.

  • Founded PACIFIC Magazine
  • Sold to Tribune Publishing
  • $2.5M+ for Gaslamp Quarter
  • San Diego Padres
  • Port of San Diego
  • Corona, Hendrick’s, Grey Goose
THE COMPANION PODCAST

There’s more
to the story.

PRINCIPALS continues in audio. Coming soon.

Be first to hear
PRINCIPALS NETWORK
PRINCIPALSTHE PODCAST
COMING SOON↗

FOUNDING PARTNERS

Two founding seats put Season One into production. One brand per category, on the record from the day they signed.

Altum Risk & Insurance Solutions Founding Partner · Insurance
Legacy Designers & Contractors Founding Partner · Construction

Sponsorship buys advertising and association, never editorial influence.

PRINCIPALS NETWORK

Get updates.

First look at Season One.
Guest reveals before they go anywhere else.