Meet Susan Rapaglia

We had the good fortune of connecting with Susan Rapaglia and we’ve shared our conversation below.

Hi Susan, we’d love to hear more about how you thought about starting your own business?
The idea behind Coast Creative was born out of both a market gap and a personal philosophy. We saw so many businesses stuck between two extremes: affordable, one-size-fits-all marketing solutions that lacked strategy and creativity, and large-scale agencies with high price tags and little flexibility. There was a real need for something in between. And it was a marketing partner that could deliver custom, thoughtful strategies without overwhelming budgets. That’s where we came in.

From the beginning, Coast Creative was built to serve local businesses, single-location restaurants, boutique hotels, small hospitality groups, and emerging brands, with the kind of personalized, hands-on marketing support that actually moves the needle. We focused on being strategic with budgets and smart with creative, always treating our clients’ businesses like our own. That mindset hasn’t changed, even as we’ve grown and taken on larger and national brands.

What also set the tone for Coast Creative was our belief in building a modern, human-first workplace. This industry can be fast-paced and demanding, especially in social media and content production—and burnout is real. We wanted to create an environment where creativity could thrive without sacrificing personal freedom. That meant giving our team flexibility, respecting their time, and fostering a culture where people don’t have to choose between showing up for life and showing up for work.

At its core, Coast Creative is about two things: delivering high-impact, custom marketing solutions, and doing it in a way that reflects how we believe people should be able to live and work today.

What should our readers know about your business?
When I graduated with a marketing degree, many of the platforms Coast Creative now specializes in didn’t even exist. What I did have (even back when I was cleaning golf clubs in the back of a pro shop) was a clear understanding of the value of relationships. That job taught me the power of connection and quality service, and it ultimately opened the door to my first true career role. It’s a lesson that continues to guide the way I do business today. At Coast Creative, we’re a client-first agency that sees ourselves as true extensions of the teams we partner with. This mindset guides everything from how we communicate to how we build strategies.

Getting to where we are today wasn’t without its ups and downs. Like many small businesses, we launched lean and scrappy, wearing multiple hats and learning as we grew. The pandemic was a pivotal moment and one that forced us to get even more intentional about how we structured our services, supported our team, and delivered value to clients in a rapidly shifting world. It wasn’t just about surviving; it was about adapting, staying rooted in our values, and leaning into creativity.

Today, I’m proud of the caliber of work we produce, but I’m even more proud of the relationships we’ve built: With clients, with our team, and with other small businesses. We’ve worked with everyone from independent restaurant groups and boutique hotels to national brands, and no matter the size, we approach every account with the same level of care and thoughtfulness.

What I want people to know about Coast Creative is this: we’re not chasing trends just to be trendy. We’re here to help brands connect meaningfully with their audiences and grow in sustainable, smart, and authentic ways.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
If my best friend came to San Diego, we’d definitely be balancing kid-friendly adventures with a few grown-up treats along the way. As a Washington transplant who spent eight years living in the heart of Little Italy, that neighborhood will always have a special place in my heart (and is a go-to on our list). It’s the perfect mix for visitors with amazing coffee, fantastic restaurants, and plenty of open space for kids to run around at Waterfront Park.

I’ve always loved the unique personalities of San Diego’s neighborhoods, so we’d spend time exploring both the well-known spots and the hidden gems. I couldn’t resist a trip up to North County, where the growing food and drink scene is full of exciting new finds. And, of course, no visit is complete without a beach day. We still adore Coronado, but lately Del Mar Beach has been our go-to.

Evenings often mean easy, picnic-style dinners. One of our favorites is grabbing tacos in La Jolla with friends so the kids can run free, all capped off with a gorgeous sunset.

For me, what makes San Diego so special isn’t just the famous attractions, but the neighborhood coffee shops, pocket parks, and beaches that make everyday life here pretty amazing.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
While we were advised more than once not to go into business with a spouse, the truth is Coast Creative wouldn’t exist without my husband, Tony. He saw the potential long before I did. When we were just starting out, he left a secure sales role to help lay the foundation of the business and drive our early growth. He took a leap of faith, sacrificing a paycheck so we could build a team and scale intentionally. Then, when the pandemic hit, Tony made the decision to return to the corporate world to provide stability (we had a 3-year-old and a newborn, and I was on leave!), so we wouldn’t have to lay anyone off. His belief in our vision and his unwavering support have shaped so much of what Coast Creative has become.

I also want to recognize our incredible Coast Creative team, past and present. We’ve been lucky to work with so many talented individuals, who have all brought fresh creativity and genuine care to every client. As we look toward our eighth anniversary, it’s been amazing to watch our early team members grow in their careers and to see our current team consistently produce inspiring, impactful work. Coast Creative is a collective effort, and I’m so grateful for every person who’s contributed to our journey.

Website: https://thecoastcreative.com/

Instagram: https://www.instagram.com/thecoastcreative/

Linkedin: https://www.linkedin.com/company/the-coast-creative/

Other: https://share.google/7sWsTCi87pBqCvLY8

Image Credits
Diana Rose Photography
Nicholoas Gonzalez Photography