In this episode of Carlsbad People, Purpose and Impact, host Bret Schanzenbach, President and CEO of the Carlsbad Chamber of Commerce, sits down with Galina Marcus, founder and CEO of the San Diego Art Directory, to explore her journey from Moscow to San Diego and her mission to elevate the region’s art scene.

Galena shares her backstory, growing up in cosmopolitan Moscow and moving to the U.S. in 2015 to marry her husband, a San Diego native she met—unexpectedly—on LinkedIn. With a creative background in fashion design, Galena discovered her passion for marketing while working in Russia for global companies like Hitachi Power Tools and an aviation brokerage. After relocating to San Diego, she led marketing for a telecom firm before eventually stepping away to focus on her art.

The transition wasn’t easy, but she found painting—particularly abstract and surrealist portraiture—both healing and fulfilling. Covid-19 became a turning point: her solo show was canceled, but isolation inspired her to start a podcast called In the Art Scene. Through it, she connected with artists worldwide, uncovering common themes of imposter syndrome, perseverance, and the challenges of making a living through art.

Her conversations revealed how fragmented San Diego’s creative community was, despite its vibrancy. Learning that the county had only recently established an Arts and Culture Commission, she decided to act. She launched the San Diego Art Directory, a grassroots, Yelp-like hub for arts and culture across the county. The platform now hosts thousands of listings, newsletters, and social media outreach, becoming a trusted resource for both artists and residents seeking performances, exhibits, and creative opportunities.

Beyond the directory, Galena and her team curate programs like Activated Spaces, which partners with businesses to rotate local art on their walls, and the San Diego Artist Network, a job-matching platform connecting artists with businesses needing creative services. Importantly, her work advocates for artists to be paid fairly—countering the “work for exposure” mentality.

The conversation highlights her newest endeavor, Homegrown Artbeat, a multidisciplinary arts festival debuting September 6 at Union Hall Gallery. Designed as an immersive experience, the event will feature live painting, music, dance, workshops, and visual art, showcasing San Diego’s creative talent while ensuring participating artists receive stipends.

Ultimately, Galena’s story blends resilience, entrepreneurship, and a passion for community impact. Through the San Diego Art Directory, she is helping transform perception of San Diego from “not cultural enough” into a thriving, interconnected arts hub that contributes over a billion dollars annually to the local economy.

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Sponsor: This show is sponsored and produced by DifMix Productions. To learn more about starting your own podcast, visit www.DifMix.com/podcasting