S&S Friendly Ranch is a historic Black-owned business with a contemporary commitment to serving the San Diego community. Founded 45 years ago in the South Bay region by siblings Sim Wallace and Sarah Buncom, the place is now run by Sim’s granddaughter Diamond Wallace-Brandon, and is not only a working ranch but a premier event venue and a hub for agricultural education. In 2024, the business was chosen for the San Diego Tourism Authority’s Tourism Accelerator program. In honor of Black History Month, we talked recently with Wallace-Brandon about the ranch’s story, its mission and her own San Diego inspirations.
Q: Tell us a little about yourself and what inspired you to run S&S Friendly Ranch.
A: I come from a long line of entrepreneurs but never saw myself following in the footsteps of my elders who ran successful businesses. But I saw an opportunity to honor my grandfather, Sim Wallace, who purchased our ranch with his sister Sarah Buncom, and I took it. After sitting vacant with my father caring for the land after my grandfather’s transition, our family saw it was time to take the next step and invite community and clients back into the space, but this time through events and local partnerships.
Q: What is a must-do experience at your business?
A: Everyone who comes to the ranch falls in love with our goats and other animals. We have a small but mighty petting zoo that allows for more immersive interactions, from petting and feeding to even entering structures at your comfort level.
Q: How do you support or partner with local organizations, nonprofits or community groups to contribute to the well-being of the San Diego community?
A: We do this in a number of ways. We always highlight local farmers in the area, such as Pixca Farm, which has an awesome farmstand on Saturday mornings, to purchase beautiful floral arrangements and fresh produce from community gardens. We also have a nonprofit, “Servicing Every Soul,” that we use to teach youth, families and community partners about regenerative agriculture, how to grow your own food, animal care, composting, and using native plants and herbs to combat the effects of the Tijuana River Valley sewage crisis and the negative impacts to people’s health.
Q: What are a few of your local favorites within your neighborhood? If someone were to come to your business, what are a few surrounding things that would be interesting to do?
A: Saturday morning shopping at the Pixca farm stand and ours, located across the street. We love recommending eating local at places like the Fruit Palace on Hollister Street, or getting amazing breakfast at Millport in Imperial Beach. There are also neighboring ranches that facilitate horse rides down picturesque trails to the beach at sunset. The Tijuana River Valley is unique because it offers you the ease of country and community and it’s still down the street from the city, LOL!
Q: Locally, where do you go to connect with your heritage? What are some of your favorite Black-owned businesses, events and organizations in San Diego?
A: I love supporting black-owned brands and businesses. You will typically find me supporting local events that uplift music and art, hosted by organizations like Black San Diego, SD Melanin or Soul Sunday. I feel most connected to spaces that allow for Black people to express themselves creatively. I also love supporting my fellow SDTA Tourism Accelerator cohort members, including The Mental Bar in Encanto Village, and Point Loma Tea — they have made me avid tea drinkers because their products are so uplifting and their stories are empowering.
Q: If someone were coming to San Diego for the first time, what would you tell them to do? (Besides visit your business, of course!)
A: My answer to this question as San Diego native would be that as soon as you land, go place an order at Humberto’s Taco Shop on 43rd Street for some of the best taco-shop food you will experience in San Diego. Support local farmers markets, where you have the best access to some of the most talented vendors in San Diego. Visit the WorldBeat Cultural Center in Balboa Park and learn more about ancestral African heritage. Or the hidden-gem African Diaspora Museum and Research Center in Old Town. And enjoy the peace and beauty of Sunset Cliffs.
Q: What do you think would most surprise a newcomer to San Diego?
A: I think some are not aware of the beautiful diversity of our city — “melting pot” doesn’t do us justice. There is something so empowering about being able to surround yourself with folks from different cultures, countries and backgrounds, and learning from one another. I think growing up in an environment where differences and diversity are things to celebrate contributed greatly to my wanting to be a good human being who does good work on this Earth.
Q: Looking forward, what makes you excited about growing your business in San Diego? Do you have any new events or experiences that would be great for returning visitors?
A: We love the community we are building at S&S Friendly Ranch through our clients celebrating birthdays or milestones, our petting-zoo lovers, or folks who just want to volunteer and learn more. We love hearing how much our ranch feels like home to our guests. We are going to be hosting more events this year for everyone to come and enjoy the peace and power of the ranch. We have a Black History Month event we are hosting Feb. 22 through our nonprofit — it will be a native planting event of over 170 trees and shrubs on the ranch. Details can be found on our social media pages and website!
