HIllcrest's Main Streets: University Ave & 5th Ave

The Heartbeat of Hillcrest

Packed with independent shops and an incredible food scene, Hillcrest is one of the most walkable and culturally rich stretches in the city. Much of the action spans Hillcrest's two major "downtown" streets: University Avenue, and 5th Avenue.

Within Hillcrest, there are over 160 restaurants and more than 30 coffee shops, not to mention a great select of local boutiques. The lion's share of them are packed directly onto University, 5th, and other intersecting avenues.

Fun Sights & Landmarks

• The Hillcrest Neon Sign: Located at University Ave and 5th Ave, this retro, pink-and-white neon sign has welcomed visitors since 1940. An essential photo op.

• Pride Plaza & The Pride Promenade: Located at the intersection of University Ave and Normal St, this area is the epicenter of the neighborhood's recent evolution. Every July, the San Diego Pride Parade draws over 250,000 visitors to the neighborhood.

  • The Hillcrest Pride Flag: You can't miss the giant, 65-foot rainbow flag rising above the intersection. It marks the community's main gathering point and the traditional starting line for the annual San Diego Pride Parade.
  • The Pride Promenade Project: The future roadmap for the promenade includes a bright, multi-colored Rainbow Bikeway, over 100 newly planted shade trees, public art installations, a children's play area, and cafe-style seating. The plans also feature a fully restored, historic streetcar at the northern end to be used as a public kiosk and cafe.

• Mural Alley: Tucked directly behind the retail shops on the east side of 5th Avenue (accessible via the alley entrance just south of University Ave), this pedestrian passageway serves as an immersive, open-air gallery covered in large-scale street art and wall murals by local and international artists.

• Street-Level Colors: Keep an eye out for unique community touches on University and 5th, including circular granite "fossil" markers embedded in the sidewalks (created by San Diego sculptor Doron Rosenthal), rainbow crosswalks painted across the intersections, and custom-striped rainbow fire hydrants along the curbs.

Unique Local Shops

• Hillcrest Farmers Market (1601 University Ave): Operating year-round every Sunday from 9:00 AM to 2:00 PM, San Diego's oldest farmers market hosts over 175 local vendors spanning pesticide-free regional produce, independent arts and crafts, live music, and a fab selection of food stalls.
• Bluestocking Books (3817 Fifth Ave): A cozy, packed neighborhood bookshop operating since 1967 that specializes in a local trade-in credit program, deep sections of used classics, and niche collections of sociology and LGBTQ+ literature.
• Day to Day Vintage (3063 University Ave): Retails thousands of hand-curated, sustainably sourced items, memorabilia, and consignment goods ranging from 1940s Americana to Y2K streetwear.
• Flashbacks Recycled Fashion ([https://maps.app.goo.gl/8KuHYq3YbNVNkfxu5)): A long-running buy-sell-trade clothing store carrying decade-specific vintage fashion from the '50s to the '90s, plus costume apparel and accessories.
• Taang! Records (3830 Fifth Ave): The official brick-and-mortar outlet of the iconic 1980s Boston punk record label, operating like a music museum stuffed with rare vinyl, original 7-inch pressings, and archival band merchandise.

Great Places to Eat

From legacy global kitchens and a feast of brunch options to high-energy nightlife and farm-to-table dining, this neighborhood has it all. Check out Fabulous Hillcrest for a complete list of restaurants and dining options.

• Cellar Hand (1440 University Ave): A breezy, indoor-outdoor European-style bistro that focuses on hyper-local sustainability, sourcing directly from nearby farms and fishmongers. Go-for: The 24-hour fermented wood-fired pita with house-made labneh, local rockfish crudo, and an all-California wine list.

• insideOUT (1642 University Ave): Hidden inside the Eaves atrium, this visually stunning oasis is a neighborhood favorite for a stylish dinner or an upscale cocktail hour. Go-for: A seat in the open-air courtyard next to the striking water feature, paired with an elevated, seasonal California-Mediterranean menu.

• Baja Betty's (1421 University Ave): A staple of the neighborhood's dining and nightlife scene since 2004, known for its high-energy music, vibrant staff, and celebratory vibe. Go-for: Massive Tex-Mex plates, tableside guacamole, and heavy-pouring margaritas.

• Baikohken Ramen (690 University Ave): Bringing Michelin-recognized comfort straight from Japan, this fast, casual spot serves serious comfort in a bowl. Go-for: A rich, velvety Pork Belly Tonkotsu or clean Shio (salt) ramen topped with their signature overnight-marinated chashu pork belly.

• Tavola Nostra Pizzeria (1040 University Ave, Ste B101): A relaxed Italian spot that introduced a lighter, ancient Roman style of pizza to the avenue. Go-for: Pinsa—a deeply satisfying, airy, and ultra-crispy crust made from a specialized soy, rice, and wheat flour blend.

• Bread & Cie (1296 University Ave): This French bakery has anchored the avenue for decades, filling the block with the scent of fresh dough every morning. Go-for: Flaky morning croissants or a lunch sandwich built on their famous, crusty black olive bread.

• HillCrust Pizza (127 University Ave): A highly popular, unpretentious local staple serving up a modern, halal take on Neapolitan-style pizzas alongside massive Philly cheesesteaks. Go-for: The 5-day fermented signature dough piz zas or the "Original Hillysteak" loaded with ribeye on a toasted roll.

• Common Stock (3805 Fifth Ave): A modern American bistro and lively cocktail bar that combines neighborhood comfort with scratch-made kitchen items. Go-for: The legendary crispy chicken sandwich—frequently praised by local critics as one of the best in the city—or their creative Ahi Tuna "Pacific Smash Burger."

• La Bonne Table (3696 Fifth Ave): A cozy, candle-lit French country bistro known for its classic menu and intimate seating. Go-for: Timeless, perfectly executed French classics like their signature steak frites, duck confit, or seasonal savory tarts.

• Hash House A Go Go (3628 Fifth Ave: A famous Midwestern-inspired diner (the founder was born and raised in Milford, Indiana), known for its high-energy environment and architecturally humongous food portions. Go-for: The sage fried chicken and waffles, served with a hot maple reduction, or their massive farm scrambles in cast-iron skillets.

• NOLA on 5th (3683 Fifth Ave): A multi-level Louisiana kitchen and bar featuring a prime corner patio and authentic, from-scratch Southern cooking. Go-for: The New Orleans Trio—a sampler of their rich house jambalaya, shrimp & andouille gumbo, and crawfish étouffée served with toasted Leidenheimer French bread.

• Crest Cafe (425 Robinson Ave): A historic, neon-lit Art Deco landmark located just steps off 5th Avenue that has anchored the neighborhood's late-night dining scene for decades. Go-for: The legendary Crest Burger topped with spicy herbal cream cheese, or the thick-cut, beer-battered onion rings.

Where to Caffeinate

• Better Buzz Coffee (801 University Ave): A massive, multi-level flagship cafe with high ceilings, plenty of outlets, and seating tailored for laptop work.

• Lestat's Hillcrest (1041 University Ave): An independent, Egyptian-themed cafe featuring a six-foot stone sphinx, eclectic seating, a hidden upstairs room, and a midnight closing time.

• Hydout Cafe (414 University Ave): Specializes in traditional Vietnamese espresso craft and authentic savory street food like bánh mì.

• BCB Cafe (1010 University Ave): A plaza coffee shop that combines a full espresso bar with a high-volume, scratch-made bagel bakery.

• Quiet Storm Roasters & Bakers (3590 Fifth Ave): A family-run roastery and bakery that features a cigar-friendly outdoor lounge and transitions into an R&B music lounge at night.

• Little Nap Cafe (142 University Ave): A Japanese-inspired micro-cafe that specializes in boba milk teas, traditional drip coffee, and steamed bao buns.

Bars & Nightlife

• Cork & Stem (1035 University Ave): A hybrid retail floral shop and wine tasting room that hosts flower-arranging workshops alongside wine flights, charcuterie, and flatbreads.

• Flicks (1017 University Ave: A pioneering 1983 LGBTQ+ video bar named for its signature wall-to-wall monitors that play VJ-synced music videos, featuring a front patio and weekly karaoke nights.

• Gossip Grill (1220 University Ave): A dedicated women's and lesbian bar and grill featuring a full American restaurant menu, a large sidewalk patio, an indoor dance floor, and regular evening DJ sets.

• Nunu's Tavern (3537 Fifth Ave): A mid-century dive bar operating since 1962, featuring vintage red vinyl booths, an analog jukebox, stiff pours, and a late-night kitchen menu.

• Rich's San Diego (1051 University Ave): Hillcrest’s largest multi-room LGBTQ+ nightclub, containing two separate indoor dance tracks, an outdoor back patio bar, and high-intensity electronic lighting.

• The Brass Rail (3796 Fifth Ave): Operating continuously since the 1930s a s San Diego’s oldest gay bar, now structured as a modern indoor/outdoor cocktail lounge and weekend dance floor.

• Urban MO's Bar & Grill (308 University Ave: An LGBTQ+ neighborhood venue operating as a daytime burger patio and transforming into an evening event space with multiple outdoor bars and regular drag shows.

The Best of Hillcrest

Live near the best of Hillcrest: delicous dining, easy groceries at Whole Foods, serene walks at Balboa Park, and more. Rowyn pairs a sought-after Hillcrest address with sustainable design, floor-to-ceiling windows, outdoor balconies, fitness center, pool courtyard, scenic roof deck, and more. Contact us to explore move-in specials and newly available luxury apartments for rent.