University Avenue: HIllcrest's Main Street

Our Favorite Things to Do & See

Packed with independent shops, iconic landmarks, and an incredible food scene, University Avenue in Hillcrest is one of the most walkable, enjoyable, and culturally rich stretches in the city.

Historic Landmarks & Culture

• 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.

  • 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: Extending right off University Ave along Normal Street, this major public space project transforms the block by permanently closing the west traffic lanes to cars to create a massive pedestrian plaza.
  • What to look for there: It features a bright, multi-colored Rainbow Bikeway, over 100 newly planted shade trees, public art installations, a children's play area, and cafe-style seating. At the northern end of the promenade, look out for a fully restored, historic streetcar being used as a public kiosk and cafe—a nod to the history of the area as a main trolley line.

Food & Drink Highlights

Within Hillcrest, there are over 160 restaurants and more than 30 coffee shops, with the absolute lion's share of them packed directly onto University Avenue or sitting just a half-block off it on the intersecting avenues (like 4th, 5th, and 6th). There are countless options to choose from: legacy global kitchens; high-energy nightlife; a feast of brunch options; and a new wave of farm-to-table dining.

• 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 pizzas or the "Original Hillysteak" loaded with ribeye on a toasted roll.