Nearly 3 Million Views In A Month

Let me tell you what's strange about social media ... 

For the last couple of months, I've been deep in the planning stages for future projects. Writing, mapping, proposals - you name it. None of this is particularly engaging or visual enough to share when it's happening, but it's understandably a big part of the process. 

My socials have all been on a roll this year, but not because I've reinvented the wheel or made some massive change. Really, I've just been leaning hard into sharing more of what I'm enjoying in real time - thrift finds, local photo walks, vintage media wall additions, unreleased travel shoots, archival restorations, project throwbacks, VHS tapes, 35mm shoots, documentary references, old cinemas, etc, etc. And here's what's so strange about that ... 

Last month was an "administrative month" where I wasn't actively in the middle of something big happening. These are the all-too-common behind the scenes months. Yet, for the first time, the Editing Luke socials hit nearly 3 million views in a single 30 day stretch. This was without ads, without something going viral, or some new marketing scheme. 

In fact, my content last month was essentially anti-marketing in that I wasn't selling anyone anything at all. And yet, the reach resulted in more messages than ever and a 1000 follower bump on the Facebook page. Go figure. 

What's the takeaway? Stop trying so hard? I don't entirely know. But getting back to sharing what you're enjoying (with your audience in mind) is a lot more fun than regurgitating influencer tropes. I think it's important to remind ourselves why we're even doing a lot of what we're doing sometimes. 

In short, go be excited about your random interests and get back to sharing that stuff again. It's almost like people can tell when you're actually enjoying yourself lol.

Hiking to the Hollywood Sign in Griffith Park

Despite no clear way to get there, despite it being fenced off, despite a week of rain and mudslide warnings closing most of the legitimate trails - hiking to the lookout above the Hollywood Sign in Los Angeles, California was a bucket list experience worth ruining a pair of shoes over.

I began my hike at the Griffith Observatory, itself a popular and iconic destination with sweeping views of the city and some amazing astronomical exhibits to explore. From the observatory, I followed the Charlie Turner Trailhead, which winds its way into Griffith Park, one of the largest urban parks in North America. The trail is well-maintained and offers a gradual incline, making it accessible for most skill levels.

As you ascend, the path reveals stunning vistas of downtown Los Angeles, the Pacific Ocean (on clear days), and, of course, the Hollywood Sign looming larger with every step. Along the way, you'll pass native chaparral plants, rugged hillsides, and may even spot wildlife like hawks, coyotes, or lizards. It really is amazing to wander through this massive natural area in the middle of this sprawling city. The landscape is incredible.

From here, the previous week's rainfall had made going off trail the only real option forward. The full round-trip hike from the observatory to behind the Hollywood Sign via Mt. Hollywood and Mt. Lee is about 6 to 7 miles and takes roughly 2.5 to 3 hours, depending on your pace and the exact route you choose. At the summit behind the sign, hikers are rewarded with a breathtaking view of the 45-foot-tall letters and a panoramic scene of Los Angeles stretching in every direction.

It's best to start early to avoid the midday heat, and bring plenty of water, sunscreen, and comfortable shoes. Whether you're a local or a visitor, this hike blends urban exploration with outdoor adventure, and you won't find a more iconic view in L.A.

California Surf Museum in Oceanside

The California Surf Museum, located at 312 Pier View Way in downtown Oceanside near the pier, celebrates the rich history and culture of surfing through compelling exhibits and memorabilia. Founded in 1986 in Encinitas by passionate surfers, the museum eventually settled into its current 5,100 sq ft purpose-built facility in 2009.

At the heart of its collection is a striking timeline of surfboards—from hefty redwood planks and early sugar‑pine designs to ultra-light fiberglass boards of today. Highlights include Duke Kahanamoku’s 1923 redwood “Makai” board and a 1912 alaia, offering a vivid look at the sport’s evolution. Photography enthusiasts will appreciate original gear used by pioneering shooter John “Doc” Ball, whose waterproof housing helped capture surfing’s early days.

A deeply inspiring exhibit features the board and bathing suit of Bethany Hamilton—the champion surfer who famously lost her arm in a shark attack—preserved as symbols of resilience and courage. Beyond permanent artifacts, the museum hosts rotating exhibitions that explore diverse facets of surf culture—women surfers, adaptive surfing, Vietnam-era surfing, and the intersection of art and science. Recent additions include “The Science of Surfing” and “China Beach: Surfing During the Vietnam War,” blending oceanography with historical narrative.

On-site events enhance the experience with surf film festivals, fundraisers, and concerts, all coordinated by a dedicated volunteer board. The museum's mission is to preserve, chronicle, and share surfing’s artistic, cultural, and historical legacy for future generations. The California Surf Museum offers something for everyone. Whether you’re a history buff, art lover, surfer, or simply curious, the museum is a standout destination on California's coast.

Bethany Hamilton's shark bitten surfboard.