CASE STUDY: 3167 GALLERY
Ghosts to Gatherings – How 3167 Went from the Neighborhood’s Haunted House to SD’s Go-To Gathering Space
PROJECT OVERVIEW
3167 Gallery was a low-traffic, aging commercial property that had become an afterthought in the neighborhood. With its dark, industrial past and eerie reputation, it was more likely to scare people away than draw them in.
Through a bold, low-cost yet high-impact transformation, we reimagined 3167 into a highly sought-after cultural venue, blending art, music, and immersive experiences to create a space where people wanted to gather.
THE CHALLENGE
After the success of 1835 Studios, it became clear that the demand for creative gathering spaces far exceeded what we could accommodate. That’s when we found 3167—a two-story defense contractor warehouse that had been left largely untouched for years.
The space felt cold, eerie, and lifeless, with an industrial shell that did little to inspire creativity. But beyond its physical condition, many considered the location itself to be a lost cause. Skeptics doubted whether it could ever succeed as a legitimate venue, citing concerns about safety, lack of parking, and the absence of key amenities needed for large-scale events.
In fact, when we first opened the doors, one friend was so unsettled that they came by to sage the building, convinced it needed more than just a physical transformation. It was an uphill battle, but we saw something different — an opportunity to defy expectations and create something truly unique.
THE TRANSFORMATION
In just six months, 3167 Gallery went from an abandoned relic to one of San Diego’s most in-demand creative gathering and entertainment venues.
This was not your typical white-wall gallery. Instead of following conventional design trends, we created an environment bursting with personality, texture, and raw creative energy — a venue that felt alive the moment you walked in.
The space was designed to be fluid and dynamic, seamlessly integrating indoor and outdoor areas to host a wide range of events, from concerts and art exhibits to fashion shows, brand launches, night markets and immersive performances.
RESULTS
>> Increased revenue by 300% — from $10K/month to $40K/month in under six months.
>> Increased property value by 160%.
>> Successfully hosted over 200 events, establishing the venue as a premier cultural gathering space.
>> Created a community-centric hub where artists, creatives, and the neighborhood could gather, collaborate, and experience something unique.
HOW WE DID IT
1. Strategic Redevelopment & Activation
>> Rebranded and repositioned the property—elevating 3167 from an overlooked warehouse to a bold, high-energy creative venue with a strong identity and purpose.
>> Designed a creative-centric space that felt distinct, immersive, and unlike anything else in the city.
>> Leveraged the building’s industrial character as an asset, enhancing its raw, edgy appeal rather than covering it up.
2. High-Value Revenue Strategies & Experience-Driven Business Growth
>> Maximized revenue per square foot by designing multi-use spaces that could flex between creative work, events, and retail—allowing for higher rates while keeping pricing accessible for artists and organizers.
>> Expanded revenue streams through a diversified hybrid model—introducing ticketed experiences, pop-ups, and brand partnerships that monetized culture, not just square footage.
>> Activated outdoor space as a premium event venue, unlocking a significant new revenue channel while adding an in-demand amenity for the community.
>> Developed strategic programming that kept the space booked out months in advance.
MY ROLES
>> Founder & Director of Operations – Led the vision, strategy, and execution and team development.
>> Concept & Strategy Development – Designed a scalable and sustainable model for long-term success.
>> Adaptive Reuse & Space Activation – Transformed a lifeless warehouse into a high-energy, in-demand venue.
>> Marketing & Branding – Developed a strong, recognizable brand that quickly turned 3167 into a highly sought-after destination.
>> Revenue Growth & Monetization Strategy – Established multiple income streams to maximize profitability.
FINAL THOUGHTS
3167 Gallery started as an overlooked warehouse and grew into a thriving creative hub — simply by reimagining what a gathering space could be. With a thoughtful approach and a deep belief in the power of community, we turned an underutilized property into a dynamic venue that brought people together in new and meaningful ways.
✔ Tripled revenue in just six months.
✔ Provided a home for artists, creators, and cultural events.
✔ Developed a replicable model for revitalizing overlooked spaces.
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