Santa Barbara is the crown jewel in the array of gemstones that comprise the South Coast. Urban in character, the city is upscale and low-key at the same time. It is a diverse community: about a quarter of its residents are Latino. Although many can trace their heritage to the establishment of the presidio, others immigrated in recent years from Mexico and other Latin American countries.

Santa Barbarans have a reputation for being concerned and involved in everything from schools and politics to charitable and cultural activities. They also are outdoor enthusiasts, and the natural environment makes for a wonderful year-round playground.

The region's south-facing beaches are unique on the Pacific coast. From Alaska to South America, the ocean slaps against the continent from the west, but for 70 miles along the South Coast, the waves come from the south. The Channel Islands 25 miles offshore protect the mainland from storms, as do the mountains to the north of the city. Thus, the region is blessed with soft, warm breezes and mild temperatures throughout most of the year. The city is often called the American Riviera.

The beaches and ocean are natural focal points for residents and visitors alike. Stearns Wharf and the city's marina and working harbor are tourist attractions as well as commercial powerhouses.

Stearns Wharf, at the base of the city's main thoroughfare, State Steet, was built in 1871. A lumberman by the name of John Peck Stearns convinced the city to build the wharf so his ships could unload logs onto a dock instead of floating them ashore. Today, the wharf is home to a seafood store, restaurants, and souvenir shops as well as the Sea Center, a museum of ocean life owned by the Santa Barbara Natural History Museum.

On Sundays, the city's Arts and Crafts Festival dominates Carillo Boulevard, which fronts the city's beaches. Local artisans sell their wares along a mile of Chase Palm Park stretching east of the wharf. Browsers and buyers can find paintings, photographs, and a vast array of crafts created exclusively by Santa Barbara County residents.