For decades, Hillcrest has been an evolving neighborhood — and the changes haven’t always been easy.
The neighborhood had its roots in the early 1900s as a suburb of downtown and was a fairly sleepy neighborhood with a bustling business district throughout much of the first half of that century.
By the 1960s, the neighborhood began to change as some of the original homes were replaced by smaller-scale apartment buildings (sometimes called “Huffman Six-Packs,” or in Los Angeles, “Dingbats“), a familiar sight throughout central San Diego even today.
And even more change was seen starting in the early 1980s as strip malls began to replace the car sales lots that dotted University Avenue, and the major developments like what is now called The HUB Hillcrest Shopping Center replaced the former Sears, and the Village Hillcrest Plaza was constructed on Fifth Avenue between University and Washington Aves.
Each of these phases of change saw neighborhood pushback with familiar complaints like “the neighborhood will lose its charm and character,” and even complaints about a lack of parking, which I’ve seen in newspaper articles dating back to the 1960s.
Changes seem more pronounced than before
Today, Hillcrest is changing again, but this time it seems more drastic than ever.
The changes we are seeing today are completely transforming the neighborhood’s skyline, with buildings going up even taller — and it all seems to be happening at once.
With the necessary infrastructure repairs completed by the city, the construction of our long-awaited Normal Street Promenade, and all the large apartment developments going up, things are changing fast, and construction is causing all sorts of (temporary) negative effects.
I, for one, do believe that San Diego needs more housing, but as we are seeing, just a few already crowded neighborhoods like Hillcrest are bearing the brunt of it.
What also concerns me is what folks in some aggressively pro-housing circles consider something you aren’t supposed to say, but I do believe that many of the new housing developments, most dubbed as “luxury apartment communities,” are changing the character of the neighborhood.
The concept of “changing the character of the neighborhood” has often been code for keeping out people that neighbors find “less desirable.” However, today in Hillcrest, the development is causing issues for many of our LGBTQ +neighbors.
Many people are being displaced from the neighborhood because their housing is getting removed to make way for something new, or because their rents are going up substantially as the desirability of the neighborhood continues to rise.
Yes, studies have shown that rents have finally started to go down by a very tiny percentage in San Diego, but most of those rent decreases have been in the “luxury housing” that is not filling their units, leaving everyone else to fight for the lower-priced older housing stock — which has, in turn, become unaffordable because of the demand.
Finding more affordable housing
We need more affordable housing, but I understand that it is a difficult proposition. It’s expensive to build and maintain, and the return on investment just isn’t there for the developers, who, of course, ultimately exist to make a profit.
But because affordable housing, be it naturally occurring or created, is disappearing from Hillcrest, the people who have made this neighborhood so fabulous over the years are being priced out.
I bring all that up because it has become apparent to me that “building community” in Hillcrest is now more important than ever to maintain the vibrancy, neighborhood spirit, and sense of community that has been built over the decades.
And I invite all of our new neighbors to come out of their luxury buildings (I know the amenities are nice, I wouldn’t want to leave my building if I had them!), and join us. Hillcrest is fabulous!
Building more community
Here are some ways you can help us build more community in Hillcrest in 2026:
Check out the Kiwanis Club of Hillcrest All-Inclusive. Since the neighborhood no longer has a community association or town council (the Hillcrest Town Council was dissolved in August 2024), Kiwanis has become the place to be to meet friends, neighbors, and others who care about giving back to the community. The club holds twice-monthly gatherings that are structured to be fun, relaxing, and informative. Everyone is always welcome, and there is never an obligation to join the club or participation requirements.
Participate in the quarterly Hillcrest Cleanup & Cocktails events. This event, created by my partner Rick Cervantes and me in 2024, is the most fun you will ever have picking up trash in the neighborhood. We have engaged over 1,000 people in neighborhood service since we started this, and we invite you to see what it’s all about! The event includes morning treats, our giant group photo under the Hillcrest sign, neighborhood beautification projects, followed by hosted cocktails (or mocktails) and bites at Urban Mo’s! All events begin at 8:30 a.m. under the Hillcrest sign.
The 2026 Hillcrest Cleanup & Cocktails dates are:
- Saturday, March 14
- Saturday, June 13
- Saturday, Sept. 5
- Saturday, Dec. 5
Keep an eye on @hillcrestsandiego on Instagram, as well as hillcrest-sandiego.com for the RSVP form and details one month before each scheduled event.
Check out Uptown Community Planning Group meetings. The Uptown Community Planning Group serves as an advisory body to the City of San Diego, recognized as the community planning group for the Uptown neighborhoods of Bankers Hill/Park West, Hillcrest, Medical Complex, Middletown, Mission Hills, and a portion of University Heights. They advise on land use, development, and discretionary projects within these neighborhoods and provide a platform for public discussion and engagement on planning matters affecting the community. This is one of the best ways to learn about the developments and future growth of our neighborhood and to share your thoughts.
Follow and interact with Hillcrest accounts, pages, and groups on social media. The largest and most active social media account is @HillcrestSanDiego on Instagram, which provides daily news, historical tidbits, event announcements, and fun. The account also organizes a variety of in-person opportunities, including Hillcrest Honors, Hillcrest Cleanup & Cocktails, the Hillcrest Community Ofrenda, the Hillcrest Community Holiday Party, and much more. You’re missing out if you’re not following it.
And one of the most exciting ways to engage with community will open up later this year: The Normal Street Promenade! Outside of bars and churches, Hillcrest has never had a central gathering point, and the promenade will be a game changer! There will be daily events and activities, places to hang out and meet with neighbors, and so much more. Keep an eye on San Diego Uptown News for updates on the project as its completion phases approach.
I hope to see you out in the community this year, and I am always happy to answer questions if there are other ways you want to get involved and engaged.
Feel free to contact me anytime at benny.bc.cartwright@gmail.com or @bennyc80 on Instagram.
