I’ve been doing Siteline for over five years now, and I never take for granted that anyone will read it—so thank you. And that goes double for the people that choose to advertise here.
Traffic continues to grow. In 2025, the website had a monthly average of 194,000 page views from 65,000 users (up from 175,000 and 53,000 in 2024); the email newsletter held steady at 7,000 subscribers; and there are now 16,700 followers on Instagram (up from 14,100). I’d be lying if I said I was content to see the email list plateau, and I suspect there’s fatigue from the marketing emails—which obliges me to remind everyone that this business needs to make money somehow. (And if you unsubscribe from a marketing email, you’ll stop receiving the newsletter, too.) Unlike Noozhawk, Edhat, and the Santa Barbara News-Press, Siteline does not solicit donations; unlike the Independent, Siteline has no paywall; unlike the Montecito Journal, Siteline is not funded by a pool of investors.
Back when I managed people besides my husband—that was a joke, he’s not involved in Siteline—I used to have to do performance reviews. My standard line for constructive criticism was to frame it as that person’s challenge. If I were to give myself a review now, I’d say that the quality of content remains stable, and with the broader institutional knowledge that comes with time, there’s more authority to the site. My main challenge, meanwhile, is to work harder at keeping it fresh, both for me and for you. Editorially, the site is coasting, which isn’t the end of the world, and I could create the same type of content for years to come. But I think it would be nice to not always know what you’ll find when you visit the site; it would certainly be good for me to exercise my creative muscles a bit more. What exactly that means, I have no idea. As for the business side, I’m not sure the website can handle more advertising, and I believe that the email blasts and newsletter remain a terrific value, particularly when you factor in the demographics and dedication of the audience. The best opportunity to grow revenue is to create an ancillary product, which I hope to unveil in the next few months.
I love what I do—the community connection, digging up info and keeping abreast of things, the opportunity to visit so many amazing properties, and so on—and I’m lucky to be able to do it. But will I want to be doing it in ten years? Or even five? I don’t know. (Make me an offer.) I work on Siteline constantly—the above photo is me moderating a comment while hiking in the Dolomites—which can be a grind. Recently, when a friend of a friend asked how my “little website thing” was going, I wanted to throttle him. Siteline is a minor endeavor in many ways, but the effort involved is substantial.
If I’m being honest, however, I’m happier with a big workload than I would be having too little to do. But I do look forward to a time when people aren’t so wary of me. I can’t tell you how many times someone has said she would invite me over but she’s afraid I’ll mock her home (I’m not an animal!), or how someone will stop himself from saying something because he thinks I’m a gossip (you can’t do what I do without being able to keep a secret), or how often the listing agent flinches when I set foot in an open house (which might be fair). With Siteline, I have chosen to apply the seriousness of hard journalism to relatively unimportant matters, and I did not foresee the consequences of that, especially in a small town. In trying to treat everyone equally, I have disappointed people, including friends. While I stand by my editorial decisions, I do wish I had gone about some of them more gently.
I hope you find this candidness interesting—I know I prefer it, from both my news sources and people in general. Suggestions and questions are welcome, either as comments on this post (anonymous is fine), by replying to the email newsletter, or via email or text. (Answers to some frequently asked questions about Siteline can be found here.)
P.S. I’ve met a lot of people since moving to town, which has been fantastic, but I get the sense that most of them have no idea how to say my last name. Torkells is pronounced tor-kells, kind of like doorbells, but with the emphasis on the second syllable.
Sincerely,
Erik Torkells
917-209-6473
[email protected]
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Nobody can get thru a month (if that long) without disappointing people. People’s expectations are unrealistic, and often unwarranted.
The site is great, thanks for doing it.
I absolutely agree with this and thank you, Ken, for ‘saying’ it…and thank you, Erik, for all of the work! We do realize that it’s extremely labor-intensive.
Keep it up Erik! Happy New Year!
P.s. let me know if you find out how to keep everyone happy . . .
Love the website and newsletter. Thanks for all you do. Keep it up!
Siteline is our “go to” for all things interesting happening in town. We love your commentary as well. Keep up the great work Erik!!
Fascinating to get a peek behind the curtain. Thank you for being candid and vulnerable, and for all you do. I speak for many others when I say this site is Santa Barbara culture core. It feels both necessary and like a decadent treat. Can’t wait to see where you go from here.
Ditto. It’s a pleasure to read the Siteline. Thanks for your care.
Thank you Erik I love your newsletter! I’d continue to include ideas for how to improve some of the quirks you call out at properties or restaurants so it’s helpful vs. just negative. Also lots of interesting changes coming to residential permitting process next year could be interesting to include as a profile. Keep up the great work!
Thanks so much for all your hard work in putting together Siteline. Love the combination of local news, real estate and restaurant info! Comment section has definitely heated up in the last year but hey it’s the internet…Happy new year and again thanks for one of my favorite “sites”.
Love your newsletter! It’s great!!! Please keep writing and sharing! I so appreciate your candor and insight and humor! 😊
Site is great, enjoy the local coverage and your jaunts. Also based on that anecdote I’d just turn off comments entirely, nothing of value would be lost.
LOVE Siteline! Thank you for your well-placed efforts and refreshing POV. We always look forward to the next read.
Erik – I find your candidness interesting and refreshing. Yes opinions we all have them but yours are thoughtful and intelligent- please don’t stop sharing them. Your Siteline is the best resource we have for our tiny town to keep us current and relevant. Many of us in the community rely on it for valuable information and your tasteful feedback. Personally the comment section I read for pure entertainment, people take themselves so seriously. The day Siteline isn’t available is a super sad day. Thank you for your behemoth lifting at my great pleasure. I think your Aces.
Comment section is definitely a plus. Please keep it.
Sarah, so well said! I look forward to every email (can’t keep up visiting every site daily, so husk hugely appreciate the recaps). I use the restaurant updates and general news often in my professional life. More research than I could ever undertake! Erik, you are appreciated, admired and undoubtedly under compensated for the value you provide to your audience. We thank you. If only adoration bought groceries.
what sets Siteline apart is that it’s personal and professional. one voice, one perspective on a myriad of topics. way better than canned journalism on behalf of a board’s perspective. thank you! T
We absolutely love Siteline, thank you! An idea for keeping it fresh in reaction to you saying you love the community connection Siteline creates, what about more showcasing more local happenings / events? sort of like Time Out does for bigger cities. So many creative people doing cool things but there’s not a good place to know what’s on. Indy events cal is flooded with a lot of reoccurring events from big organizations, I’d love to see the lesser known stuff like Galavant concerts showcased!
Good idea LE! For lesser known local events it would help them with exposure while providing the SB community something we could be missing out on. I’m sure we’d all appreciate it.
There are so many! We asked Erik to spotlight a worthy benefit (aren’t they all?!) and he replied with the same. He has to draw the line somewhere, and I appreciate that. Of he changes track, though, the watershed commences!!
Keep up the fantastic work, dear Erik! You do such a service for the community and I am so grateful for my regular dose of Siteline. As I mentioned to you, Siteline made me feel more at home and more connected to the community when I first moved here. Thank you for doing the hard work and delivering the goods!
Your sense of humor, attitude and well snark I guess keeps me coming back.
Erik, thanks for sharing this perspective with us, your dedicated readers. You do what you do so well, without fear or favor, as they say. As long as you keep writing, I’ll keep reading, and visiting, shopping, eating, discovering and enjoying the best that Santa Barbara and the Central Coast has to offer. Thank you for what you’re contributing to the community.
Erik- I can’t think of another content or site etc that I check into everyday! Every. Day. So thank you for the work you do and the reflections on how to keep the creativity up.
I’m afraid to sell my house for fear you will mock it. I’m going to moulder away in it like Miss Havisham for decades for fear of your scathing but apt assessment. Maybe your side hustle should be decorative counseling for hapless homeowners.
Nobody does clever candor with a spritz of fun like you do. Your wry take on all things buildable, sellable and edible (to name a few) reminds not to take ourselves too seriously in our little bubble between the mountains and the sea. Thank you for the news in our inbox that informs and amuses.
Everyone I know in SB gets their news from you. Never change.
And if you didn’t give your POV about the houses you visit, I wouldn’t even read the article and those houses wouldn’t get the coverage that could actually sell a house. People will see the negative that you point out when they go regardless, I’d prefer the coverage over nothing.
Thank you Erik for the wonderful gift of SiteLine. As part-timers, we rely on it (along with other sources) to keep abreast of SB life. Here’s to a great 2026 for you and for all SB folks.
Somebody will always be offended – especially in Santa Barbara. Please don’t stop your somewhat brash but unequivocally honest opinions the majority of us enjoy so much (unless we’ve just woken up on the wrong side of the bed!).
Honestly, ramp up the honesty more if only to piss off the Montecito right wing NIMBYs.
I never understood people crying about Erik’s take
On things – if you don’t like it, don’t read it or comment what you think.
Or simply request your money back…. Oh wait… it’s free…
My husband and I absolutely love your site!
Erik,
As a recent full-time resident of Santa Barbara, Sitelines has been a valuable resource for honest reviews with a good dose of humor. I know it is tremendous work, but where would one turn for honest good-humored reporting?! As someone who is falling in love with this magical city called Santa Barbara, I look forward to the continued success of Sitelines.
Sincerely,
an avid Sitelines reader
As a Brit who loves Santa Barbara and visits twice a year, your site is invaluable. Not only does it keep me up to date with what is going on, it also helps me imagine I am back there whilst sitting under a cold, grey English sky. Please don’t stop.
Well maybe you want to expand and have a few contributors (hint, hint!) so it’s not all on you?
Happy new year Torkells as in doorbells – and keep up the GREAT work! Always excited to find SITELINE in my inbox!
Leslie
You may be having a bit of an identity crisis. You want to be kinda neutral but it’s your opinions and snark that many enjoy. Your personal favorites are often 5 star as opposed to my 3 star hotels and restaurants but that’s okay because that’s who YOU are. It will be a hard column to sell with your personality being a prime calling card (think Herb Caen or Michael Musto etc.). I would like to see you go further and inject yourself into more posts, not hold back to be PC or whatever. Now you say you won’t be mentioning the high flyers that buy real estate here because of personal fallout or moral quibbles. But you know you want to know, so why wouldn’t others? Lastly, you cannot be all things to all people. Be yourself and let the site be just as much about you as the posts YOU curate. My 5 cents, and yes, I enjoy the site! Happy New Year.
Totally agree!
Erik, we followed you from Tribeca! Love the work you do!
Siteline is fabulous! Keep up the good work, for which we are grateful. SB needs a little snark!
Thank you for sharing personal insights and a peak behind what goes into Siteline. Your style of journalism and the manor you portray our beautiful town is both intellectual and compelling.
Any creative angle you decide to try out, will be gladly read by myself. Thank you for what you do!
Love your wit, honesty, and ability to stay on top of new retail/restaurants. We look forward to all
Your posts, and emails. I know it can be a grind, but keep grinding cuz you are making a difference !!
Our family loves, and reads your posts all the time. My daughters from out of town read it, so then know where to go when they visit. You are a fabulous resource!! I would be willing to support in anyway I can. Thank you!
I’d pay for a subscription. And I don’t mind the marketing emails. Please keep up the good work. The complaints come from people who need Metamucil.
You are a treasure and I love your aesthetics!
Siteline is invaluable! We appreciate your point of view. Santa Barbara is better for your takes and observations. Your thoughtful writing is honest and true. Please keep it up!
Love Siteline…thank you!
How about “musings from staring at the black line at 6AM”? Or maybe a “mind-numbing to mind-blowing” scale for the main sets? JK!!! Everyone at the pool loves Siteline!!!
Erik, I love your newsletter just as it is, and always recommend it to everyone. The information about local news, events, and real estate is great. We’ve gotten some great ideas about travel, local restaurants, and I have followed your steps in “Walk with Me”. Your writing style, humor, and snark are so fun and engaging – please don’t change a thing!
Your publication and approach is useful, interesting and candid. I love it. Today’s news is either so slanted or too bland ( save NPR). Your real estate reviews are my favorite, especially in this town, where so much celebrity and realtor hype is misleading. My “ideas” per your request are 1) Guide/ratings mini publications on local restaurants, real estate, hotels, entertainment , beaches, surrounding towns. Do them with your personal style and comments. It would be fun, a bit challenging for all, and a must read. Subscription. Siteline for explorers. $50 year or $10 each
2) Offer your past articles, posts, comments by year and category. A subscription. Get one per year $15
3) Siteline forum. Quarterly town hall ( via zoom or chat) on key issues in town ( pipeline, housing, state street, harbour/ cruise boats, et). Start with survey, do forum , Publish results
Yes, I started as a journalist at 14 ( sports for local papers) , MS journalism Northwestern Medill, PR, then MBA , Business , then CEO several large consumer corporations. Moved five times. Then author “ ITS IMPOSSIBLE TO COMMIT TO MAYBE” . WSJ/USA TODAY best seller. Love your stuff, keep going, be yourself, it’s fun. No more maybes!
Love your food stuff. Please never stop making this!
We were turned onto your website shortly after moving here in 2021. Thank you for so much for having it and we do rely on it for restaurant recommendations, etc..
Erik! I love siteline and look forward to reading it whenever I get it…keep up the good work and a big thank you !
Haters hate because they are jealous. Keep on doing your amazing work with Siteline. It’s my entire go-to for anything Santa Barbara and I’m always telling people about it! Your hard work is appreciate by many!!
Happy New Year Eric!! I LOVE Siteline and look forward to reading it every week. Being a major foodie I really enjoy the restaurant updates. Thanks for all you do to keep us informed!!
You’re filling a niche Erik, and doing it so well; thank you for that.
You and Adam (and Barbara!!) are welcome over anytime. The hubby and I are weird, fun and not afraid of being judged. Thanks for all you do!
Dear Ken
I moved from Montecito a year ago and treasure getting my Siteline newsletter. Thank you so much for giving me some SB to still hold on to. And in such an entertaining and informative package.
Thank you to everyone for the truly lovely comments.
Thanks for all the hard work, Erik. It’s helped me discover a lot around town. A short list: many great shops I hadn’t been in for Christmas shopping. One of my favorite restaurants, Little Mountain. That’s just in the last month. And I love reading the Get Out of Town series.