SAN DIEGO — City officials announced this week they are considering a proposal that would charge residents and visitors to watch the sun set over the Pacific Ocean, calling it “a modest fee for a premium nightly experience.”
Under the plan, simply watching the sunset would cost $2, while taking photos would increase the fee to $5. Anyone who posts sunset content online would be required to share a portion of their engagement revenue with the city.
“We realized people aren’t just watching sunsets anymore — they’re monetizing them,” said a city spokesperson. “If you’re turning the sky into content, the city deserves a cut.”
The fee would apply at popular sunset locations such as Sunset Cliffs, La Jolla Cove, Ocean Beach, and any sidewalk where someone suddenly stops walking and says, “Okay yeah… this one’s actually good.”
Residents would receive a slight discount if they register through the upcoming MySD Sunset App, which will track sunset views, photo usage, and content posts. The app will also send push notifications reminding users when golden hour begins and occasionally crash right when the sky turns pink.
To qualify as a resident, users must upload proof of address and confirm they are emotionally numb to sunsets. Anyone overheard saying “wow” may be reclassified as a tourist.
Enforcement would be handled by newly appointed Sunset Ambassadors, who will patrol viewpoints during golden hour asking visitors whether they are “watching, photographing, or posting.” Fines may be issued to those caught switching from watching to filming without upgrading.
City officials say revenue would go toward maintaining sunsets for future generations, including ensuring at least one dramatic cloud formation per evening and discouraging tourists from clapping when it ends.
A final vote is expected later this year, shortly after the city debates whether ocean waves should be metered during surf season.
