In the world of media production, where innovation and adaptability reign supreme, Aaron David Roberts is blazing a trail. As the CEO and Founder of the Chula Vista Entertainment Complex (CVEC), Aaron is not just dreaming big—he’s actively redefining what’s possible in the entertainment industry. His latest initiative, CVEC, is set to be a game-changer, transforming San Diego into a hub for cutting-edge production and collaboration.
Having lived in Southern California his entire life, Aaron understands the region’s long-standing studio space shortage. For decades, traditional production has relied heavily on green screens to bring fantastical worlds to life. However, as Aaron explains, the industry is evolving: “Virtual production is the wave of the future. It’s just a better way to do production.” By using massive LED walls, this cutting-edge technology allows actors to interact with realistic environments in real-time, reducing post-production time and creating a more immersive on-set experience. Yet, there’s a significant challenge: studio spaces equipped with this next-generation technology are in short supply. Recognizing this gap, Aaron is leading the charge to bring this transformative solution to Southern California.
Proving the Doubters Wrong
As with any ambitious endeavor, Aaron has faced skepticism. Yet, instead of letting it deter him, he’s used it as fuel. “I know I’m right. And I know you’re wrong. And I’m not going to waste time telling you that,” he says confidently. “I’m just going to show you when the press release comes out, when we’re at the ribbon-cutting ceremony, and when we’re doing well.” This conviction is what drives Aaron every day. He’s not just building a complex—he’s building a community that will elevate creators, agencies, and media companies alike.
So why San Diego, Not Los Angeles? San Diego may not be the first place people think of when it comes to film and TV production, but Aaron sees it differently. Despite advice to move to LA, he’s stayed true to his roots. “What are you doing in San Diego, right? The industry is up here,” people told him. “But my whole point was, I always wanted to build it here.” Aaron’s belief in San Diego’s potential stems from its unique offerings. From beaches and mountains to cities and deserts, the county provides an unparalleled variety of locations—all within an hour’s drive. “We have the talent. We have every single location you could possibly want,” he says. The only missing piece? Infrastructure. And that’s precisely what Aaron is bringing to the table.
Chula Vista
Chula Vista’s prime location and progressive leadership make it an ideal home for the Entertainment Complex. With eight acres of untouched land near the airport and a strong commitment to innovation, the city has been a perfect collaborator. “Chula Vista has that dream-big mentality,” Aaron notes. “They’ve never looked at me sideways. They believe in building something transformative.” This partnership underscores the city’s goal of becoming a hub for creators and businesses, helping San Diego compete on a global stage.
The Chula Vista Entertainment Complex is designed to be much more than a film studio. Phase one will feature coworking spaces that encourage collaboration and creativity. With podcast and audio studios, photography suites, and event spaces, the facility will serve a diverse range of creators. “We’re all stronger working together than we are individually,” Aaron explains. By offering state-of-the-art resources, the complex aims to empower local talent, attract global projects, and connect traditional and new media.
Breaking Free from Hollywood’s Old Ways
Aaron’s vision isn’t just about location—it’s about evolution. He’s critical of Hollywood’s outdated marketing and production practices. “Even traditional Hollywood does a terrible job marketing their current movies,” he says. “They’re not thinking of them like we do here at Cali BBQ—telling the story before the movie’s out, building a social media following, and leveraging new media.” The Chula Vista Entertainment Complex aims to bridge this gap, combining traditional studio production with innovative approaches to storytelling and marketing.
Join the Mission
How You Can Help Aaron’s vision is bold, and he’s calling on the community to help make it a reality. Whether you’re an investor, a creator, or a supporter of San Diego’s creative economy, there are countless ways to get involved. “We need your help,” Aaron says. “If you know someone who loves this region, loves Chula Vista, or wants to invest in this future, connect with us.” Early commitments from production companies and creators are especially valuable, and partnerships with technology brands are key to building the complex’s innovative infrastructure. To learn more or get involved, visit ChulaVistaEC.com or reach out to info@chulavistaec.com. You can also follow him on social media @alwaysarob. The Chula Vista Entertainment Complex isn’t just a building—it’s a bold step forward for San Diego’s creative community. As Aaron says: “Dream big dreams. Let’s go.”
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