Alright – so today we’ve got the honor of introducing you to Amy Reichert. We think you’ll enjoy our conversation, we’ve shared it below.

Amy, thanks for joining us, excited to have you contributing your stories and insights. How did you scale up? What were the strategies, tactics, meaningful moments, twists/turns, obstacles, mistakes along the way? The world needs to hear more realistic, actionable stories about this critical part of the business building journey. Tell us your scaling up story – bring us along so we can understand what it was like making the decisions you had, implementing the strategies/tactics etc.

ReOpen San Diego was born out of necessity during a time when the world felt like it had come to a standstill. It all began with a simple Facebook group—just a handful of moms like me, who were worried about our children being stuck behind screens for months with no end in sight, disconnected from their friends and the world around them. We decided to meet in person, taking our first steps toward reclaiming their childhoods and our sense of normalcy by gathering at Balboa Park. What started as small, outdoor playdates soon grew into something much larger—a community with a purpose.

At our core, ReOpen San Diego was about connection. We were moms, dads, neighbors, and friends, all longing for a sense of togetherness that had been stripped away. The community we built didn’t stop at playdates. Soon, we were organizing rallies, hosting news conferences, and bringing people together in creative safe ways, even when the rest of the world was shut down.

The key to our growth was communication. From early on, we understood the power of email. Yes email and not social media which was censoring us. We collected emails at every event, through our website, and from word of mouth. And we didn’t just send a few updates here and there—no, we were relentless. Five days a week, our emails went out with calls to action, stories of hope, and encouragement. We shared real stories from real people, which helped others feel seen and heard in a time of isolation.

Our events became legendary in San Diego—line dancing, outdoor comedy shows, DJs, musicians, and booths for struggling small businesses to stay afloat. We had yoga meetups, hiking groups, and activities that kept our community moving, healthy, and strong. When city workers were threatened with job loss due to unconstitutional mandates, we didn’t back down. We took on a federal lawsuit—and we won.

To this day, people tell me that ReOpen San Diego kept them sane during one of the most challenging times in their lives. I have had spouses of first responders hug me and thank ReOpen San Diego for saving their family’s livelihood. We started as a small group of people longing for connection, but through determination, community, and the power of purpose driven communication, we became a movement. Today, ReOpen San Diego is a household name, built on the belief that no matter the challenges, community and freedom will always prevail.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

When people come to me asking how to tackle the problems in their community, I always start by telling them one thing: Don’t try to do it alone. The first and most important step in growing a movement is to find others who are just as passionate about the issue as you are. Alone, you can only do so much, but together, a group of dedicated people can move mountains.

Next, it’s time to build your foundation. This part can seem daunting, but it’s crucial. Create a simple website—it doesn’t have to be fancy. The goal is to have a central hub where people can go to learn more about your cause and stay connected. Then, roll up your sleeves and hit the pavement. Go door to door in your community and collect names, emails, and phone numbers from those who share your passion. This is where the heart of your movement lies—building a list of people who care enough to take action.

Once you have a list, communication becomes your most powerful tool. Start sending short, clear emails with easy-to-follow next steps. Keep people engaged by updating them on what’s happening and what they can do to help. Whether it’s attending city council meetings, calling or emailing representatives, or organizing small rallies—make sure every person knows they have a role to play.

Visibility is key. Organize corner rallies with signs in areas where a large number of the public will see you. The more people who notice your movement, the more momentum you build. It’s all about making your cause impossible to ignore.

And finally, don’t be afraid to fundraise. If your issue requires legal action, you’ll need to cover the costs of attorneys, who rarely work for free. Explain the stakes to your supporters and ask for contributions to help defend your cause.

Engage the media from the very start. Invite them to your events, and take the time to build relationships with reporters and news outlets. In San Diego, the media is generally receptive to covering rallies and news conferences, so don’t be shy—reach out. A quick Google search will teach you how to write a press release, but the real key is persistence. Call every station, paper, and online outlet. Ask for their media contacts, and send your press release to as many places as possible.

As your movement grows and gains attention, politicians who once dismissed your cause will no longer be able to ignore you or your community. That’s when real change begins.

Let’s talk about resilience next – do you have a story you can share with us?

Starting a business or community organization requires more than just persistence—it demands fearlessness and resilience. There will be setbacks. You’ll host events where fewer people show up than expected, and it’s easy to get discouraged. I hear this frustration often: “I ask people to show up, but no one ever comes.” If that sounds familiar, here’s the hard truth—it’s not the people, it’s the leadership.

Ask yourself: Did you make the invitation welcoming, or did it come across as demanding and negative? People are more likely to engage when they feel invited, not pressured or guilted. They want to know what’s in it for them. If you make your cause easy to approach, and not intimidating, people will feel more comfortable getting involved.

When someone expresses interest in helping your organization, don’t just assign them a task—give them a purpose. Find out what they love to do, what they’re passionate about, and let them contribute in a way that energizes them. People thrive when their work aligns with their passions, and in turn, so will your organization. When you lead with vision and positivity, you’ll find that others are more eager to follow.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

Keep your website simple and easy to navigate. You don’t need a large, complex site—focus on clarity and purpose. Ask yourself, “What do I want people to do when they visit?” For me, the goal was clear: I wanted to drive visitors to sign up for our newsletter, so we could communicate with them regularly and build a relationship.

Everything on the site was designed to serve that purpose. We created multiple pathways for engagement, whether it was signing petitions, adding freedom-friendly businesses to our directory, or joining local community groups. Each option offered a way for people to get involved and stay connected, making the website a hub of action, not just information. Simplicity with purpose is the key to a website that works.

Contact Info:

• Website: https://www.restoresandiego.org
• Instagram: @amyforsandiego
• Facebook: @amyforsandiego
• Linkedin: AmReichert
• Twitter: @amyforsandiego

Image Credits

The first image, is Karen Floyd photographer. The next image owned and paid for by Amy Reichert