Neighborhood Pop-up Nico’s Fish Market is set to open a permanent location in Pacific Beach

Though his history is that of a kid growing up along San Diego’s beautiful coast, surfing from the time he could swim, it was working at El Pescador Fish Market La Jolla that lit the fire for Nico Gibbons to make the ocean — or, more accurately, its bounty — his future. There, as an 18-year-old busboy, he developed an insatiable interest and desire to learn all he could about the seafood business, setting him on a course that began as a vision binder while he was a student at UCLA and would ultimately become Nico’s Fish Market, a now two-year-old pop-up fish market and restaurant set to open a permanent location later this year in Pacific Beach.

“I always had this binder with me, and I stuck with it and just wanted to learn and absorb,” says Gibbons of keeping the dream alive. He kept his binder near (fittingly labeled “Nico’s Fish Market,” even back then), and paid close attention during his college business courses, especially those centered on business ownership. All the while, he worked at fish markets through college and after graduation. “I just really wanted to hone the craft as much as I could,” he says.

He continued to polish his concept until Nico’s Fish Market debuted in May 2022, selling fresh, line-caught fish and prepared seafood menu items like tacos, burritos, and poke at various locations around San Diego including restaurants, breweries, and farmers markets. Still, the dream of having his own brick-and-mortar location lived on until one day, when he happened to ask the owner of his neighborhood burrito spot if he’d ever be willing to lease the space. Gibbons’ timing was perfect. A deal was cut, and Nico’s Fish Market has a (future) permanent address on Emerald Street in Pacific Beach, which Gibbons projects will open in about September.

In the meantime, seafood fans can still connect with Gibbons and his team at his regular pop-up locations, which he posts on the market’s Instagram account, @nicosfishmarket. There, he will hook you up with the latest catch from who he calls “the best rod and reel guys in San Diego,” who bring in bluefin, yellowtail, halibut, seabass, and more from local waters ranging from just off the coast to 15 miles offshore, and from the border to San Clemente. Pencil drawings show a sketch of what the boat brought in and also list the fisherman, fishing method, and the name of the vessel used for the catch. 

His Fish List offers another way to get your hands on some of the freshest fish you can buy. Add yourself to his list and he’ll message you the catch of the day on Wednesday, which you can then pick up at select North County locations on Thursday.

“It’s about traceability, transparency,” says Gibbons. “Our product is delicious, fresh, and clean. What you see is what you’re going to eat.” nicosfishmarket