Sun, surf and scenery define San Diego. Those, combined with family-oriented recreation, luxurious accommodations around the county, and world-class arts and culture have made the city one of the top ten travel destinations in the United States, according to US News and World Reports. Situated in the southernmost corner of California’s coastline, the city is set apart by a nearly ideal climate, 70 miles of coastline, vibrant nightlife, and diverse food culture — all of which contribute to its eclectic retail offerings.
Recently named by National Geographic as one of the “World’s Smart Cities”, San Diego offers much more than off-duty fun. World-renowned academic institutions, research consortiums and innovation incubators also define the culture. The city is home to a number of major corporate headquarters and has a competitive stronghold in software, biotechnology and life sciences, aerospace and maritime technologies, healthcare, action sports, and telecommunications. These industries, coupled with San Diego’s diverse residential base and steady stream of domestic and international tourists, generate demand for a wide array of retail products and services and create a distinctive retail environment.
San Diego is the launching pad for many new food concepts, independent eateries and restaurant chains. The vitality of the Food & Beverage sector is not surprising given the state’s abundance of agricultural products and proximity to innovative and celebrated chefs.
DOWNTOWNDowntown has grown to encompass distinctive neighborhoods, including: Little Italy, Cortez Hill, Columbia District, Horton Plaza, Marina District, Gaslamp Quarter and East Village. The downtown market has historically benefitted tremendously from being a tourist and entertainment destination. The Gaslamp Quarter is ranked as San Diego’s number one tourist attraction with nearly ten million visitors annually. The diverse neighborhoods, comprised of an eclectic mix of restaurants, cafés and charming boutiques, help make downtown a hip and popular destination for dining, nightlife and the arts.
LA JOLLA / UTCLa Jolla is a prosperous coastal community within San Diego County, located approximately 12 miles north of Downtown San Diego. La Jolla’s beautiful beaches are world-famous. The community has strong daytime demographics, an affluent resident base and year-round tourists. La Jolla Village, a popular tourist destination and business district offers an abundance of hotels, restaurants, boutiques, cafés, museums and other high-end retailers. University Towne Center, located just east of La Jolla, is home to Westfield UTC mall among other retail centers and restaurants. La Jolla is also home to the University of California San Diego, Scripps Institution of Oceanography, Scripps Research Institute and the Sanford-Burnham Medical Research Institute. Additionally, UTC is one of the most-sought after office addresses in the county.
MISSION VALLEYMission Valley serves as an important shopping, entertainment and business center for San Diego. The area boasts two major shopping malls: Fashion Valley Mall and Westfield Mission Valley. Many other commercial developments can be found in the valley, including shopping plazas, car dealerships, hotels, restaurants and office buildings. Surrounding restaurants and retail shops benefit from a central high-rise office core, which lends to an influx in daytime population. Qualcomm Stadium serves as a major attraction and is home to the San Diego Chargers and the San Diego State University Aztec football teams. SeaWorld and Mission Bay are situated at the western outlet of Mission Valley, just west of the area’s boundaries.
CARMEL MOUNTAIN RANCHCarmel Mountain Ranch is one of the more upscale, inland communities in San Diego. Nestled in the northeast corner of San Diego County, the community is bounded by the city of Poway to the east, Rancho Bernardo to the north and Rancho Peñasquitos to the west. There are several shopping centers located within the area, including Carmel Mountain Plaza, Carmel Mountain Ranch Town Center, Carmel Mountain Ranch Home Center, Price Plaza and The Courtyard at Carmel Mountain Ranch. These shopping centers create one of the most dominant retail trade areas in north San Diego County’s Interstate-15 Corridor, offering an outstanding mix of major national brand retailers, local specialty shops and restaurants. A one-mile demographic census of the area draws upon over 16,000 residents with an average annual household income of over $112,000.
CARLSBADCarlsbad, or “Village by the Sea”, is considered one of San Diego County’s core retail trade areas, boasting 25 shopping centers. The City of Carlsbad has attracted some of the region’s top employers such as Callaway Golf, Thermofisher Scientific, Taylormade - Adidas Golfand ViaSat, which have strengthened the local economy. Notable features in the area include Legoland California, The Flower Fields, The Carlsbad Premium Outlets, Westfield Plaza Camino Real, La Costa Town Square and The Forum.
HIGHWAY 78 CORRIDORHighway 78 stretches across the North County region of San Diego County, intersecting the cities of Escondido, San Marcos, Vista and Oceanside. Combined, the population total for these cities is over 500,000. San Marcos - home to California State University San Marcos and Palomar College - is considered the educational hub of North County. Retail along the corridor is a mix of regional, power and community centers, plus several home furnishing showrooms known as “Furniture Row,” most of which are visible and easily accessible from the highway, catching the attention of North County commuters.
CHULA VISTAChula Vista is the second-largest city within San Diego County with a population of approximately 250,000. Located seven miles from both downtown San Diego and Tijuana, the busiest land border crossing in the U.S., Chula Vista has experienced rapid growth as the last major land development in the South Bay region. Chula Vista, which is Spanish for “beautiful view” boasts more than 50 square miles of coastal landscape, canyons, rolling hills and mountains. Shopping, dining, and entertainment thrive among a historic downtown district and two major malls and, including Otay Ranch Town Center.
|KEY AREAS / STREETS/SHOPPING CENTERS||CONSUMER PROFILE||MAJOR RETAILERS PRESENT||NEW ENTRANTS||TYPICAL RENT FOR UNIT OF 2,000 SQFT||RANGE OF UNIT SIZES (SQ FT)|
|Downtown||Locals, Tourists, Daytime Business, Conventioneers||Macy's, Nordstrom, Lucky Brand Jeans, Urban Outfiters, Banana Republic, Victoria's Secret, BCBG Max Azria, bebe, Forever 21, Gap, Guess, Skechers, Quicksilver, MAC Cosmetics, Oakley, Reebok Fithub||Sola Salon Studios, Poochland Dog Boutique, Roma Market (coming soon)||$24-$96 PSF||350-23,000|
|La Jolla / UTC||Affluent Locals, Tourists, Daytime Business||Ralph Lauren, Brooks Brothers, Warwick's, Roxy @ Quicksilver, Tommy Bahama, Kate Spade, Lucky Brand Jeans, Jos. A. Bank, White House|Black Market, Ligne Roset, BevMo, Gepetto’s, Lorna Jane Active Living Room, Orange Theory Fitness||YOGASMOGA, Madison Gallery||$36-$85 PSF||225-21,000|
|Mission Valley||Locals, Daytime Business, Tourists||DSW Shoe Warehouse, Old Navy, West Elm, The Container Store, Nordstrom Rack, Target, Costco, Apple Store, Microsoft, Bloomingdale’s, Nordstrom, Neiman Marcus, Macy’s, JC Penny, H&M, Forever 21, Burberry, Gucci, CH Carolina Herrera, Hermés, Henri Bendel, Jimmy Choo, Tiffany & Co., Kate Spade, Pottery Barn, Pier 1 Imports||Top Shop, Living Spaces, Johnny Was, Vince Camuto||$30-$48 PSF||400-30,000|
|Carmel Mountain Ranch||Locals||Trader Joe's, BevMo, Chico’s, Barnes & Noble, Nordstrom Rack, Sprouts Farmers Market, Marshalls, Ross, Michael’s, Costco, Ralphs, Banana Republic Outlet, TJ Maxx, Staples, Best Buy, Saks Off 5th, Sears Outlet||Angelika Film Center, Bicycle Warehosue, European Wax Center||$30-$42 PSF||790-12,000|
|Carlsbad||Locals, Tourists||Polo Ralph Lauren Factory Store, Coach, Wilsons Leather, Fossil Outlet, Apple Store, H&M, MAC Cosmetics, LOFT, Tilly's, Urban Outfitters, Talbots, Barney’s New York Warehosue, BCBG, Ulta, Bed Bath & Beyond, Anthropologie, LaCoste, Puma||Road Runner Sports, Big 5 Sporting Goods, Pure Barre||$24-$48 PSF||800-35,000|
|Highway 78 Corridor||Locals||Fry’s Electronics, Nordstrom Rack, Ross, Marshalls, Bed Bath & Beyond, Petco, Party City, Walmart, Cost Plus World Market, Toys “R” Us, Barnes & Noble, Michaels, Ulta, Lowe’s, Living Spaces, PetSmart, Old Navy, Target, Ashley Furntiure, Ethan Allen, Jerome’s Furniture||Hobby Lobby||$12-$42 PSF||900-58,000|
|Chula Vista||Locals||Mayc’s, REI, H&M, DSW Shoe Warehouse, Banana Republic, Ulta, Barnes & Noble, Best Buy, Anthropologie, Pier 1 Imports, Sprouts Farmers Market, Petco, Trader Joe’s, TJ Maxx, Target, Lowe’s, Burlington Coat Factory, JC Penny||Grocery Outlet, Chuze Fitness||$13-$40 PSF||400-50,000|
Data as of May 2016
San Diego offers a diverse assortment of dining options to match its eclectic population. Situated on the shores of the Pacific Ocean and in an ideal agricultural climate, San Diego has an abundance of locally grown fresh produce and freshly caught seafood—qualities that attract noteworthy chefs such as Richard Blais, Rick Bayless, Javier Plascencia and Brian Malarkey.
Hip and trendy pockets of eateries are scattered throughout San Diego County. Among these are the Uptown neighborhoods of Banker’s Hill, South Park and North Park, which have turned into incubators for new restaurant concepts. Little Italy and the Gaslamp Quarter, two retail corridors located downtown, offer a collection of noteworthy and unique restaurants. Breathtaking waterfront restaurant views can be found in La Jolla and Del Mar. Historic Old Town and Liberty Station provide new perspectives to the history of San Diego. Old Town is comprised of over 25 restaurants, all influenced by the city’s Mexican Heritage. Liberty Station is an adaptive mixed-use project where several of the retail establishments are built inside of the former Naval Training Center San Diego buildings, maintaining the appearance of the historic structures.
San Diego’s craft brewing industry continues to expand throughout the county. By the end of 2015, there were 114 breweries and brewpubs – more than triple the amount in 2011. In addition to beer production, breweries that offer tasting rooms, bars, restaurants, and event spaces are becoming increasingly popular. While the trend is growing countywide, popular hubs for brewers have been concentrated in Downtown, Miramar/Sorrento Valley, and the along Highway 78 Corridor, known as “Hops Highway.” The trend has made its way up the coast to Oceanside, the gateway to San Diego, where several beer crawl itineraries offer fun dining experiences for both tourists and locals.
|KEY AREAS||CONSUMER PROFILE||FOOD & BEVERAGE OPERATOR INCLUDING||RENT FOR 3,500 SQFT UNIT|
|Gaslamp / East Village||Locals, Tourists, Daytime Business, Conventioneers||Nobu, BiCE Ristorante, Tin Fish, Searsucker, Fogo de Chao, Blind Burro, Union Kitchen and Tap, barleymash, Half Door Brewing Co, Water Grill, Bottega Americano, 1919, OMNIA Nightclub||$33-$96 PSF|
|Little Italy||Locals, Tourists||Mona Lisa Italian Restaurant, Craft & Commerce, NaPizza, Prep Kitchen, Buon Appetito, Davanti Enoteca, Bencotto, Monello, Underbelly, Juniper & Ivy, Kettner Exchange, Ballast Point Tasting Room & Kitchen, Herb & Wood, The Crack Shack, Bracero||$36-$96 PSF|
|Del Mar / Encinitas / Solana Beach||Locals, Tourists, Daytime Business||Kitchen 1540, Pacifica Del Mar, Chart House, Ki's Restaurant, Pizza Port, The Fish Market, Sbicca, Blue Ribbon Artisan Pizza, Pacific Coast Grill, Jake's Del Mar, Poseidon Restaurant, Searsucker, Urban Plates, Snooze an AM Eatery||$39-$105 PSF|
|La Jolla / UTC||Affluent Locals, Tourists, Daytime Business||George's At The Cove, Eddie V's, Whisknladle, Nine-Ten, Crab Catcher, Herringbone, The Spot, The Cottage, The Marine Room, Brockton Villa Restaurant, The Shores Restaurant, Duke’s, Catania, Puesto, Truluck’s, Eureka!, Draft Republic, Season’s 52, PF Chang’s, BJ’s Restaurant & Brewery, Rock Bottom Brewery||$30-$48 PSF|
|Uptown||Locals||Hash House a Go Go, Brazen BBQ, Urban Solace, Blind Lady Ale House, Uptown Tavern, Fig Tree Café, Buona Forchetta, Cucina Urbana, La Bonne Table, Great Maple, True North Tavern, Patio on Goldfinch, Banker’s Hill Bar, One Door North, Madison, Encontro North Park||$24-$39 PSF|
|Liberty Station||Locals, Tourists||Tender Greens, Slater's 50/50, Sammy's Woodfired Pizza, Fig Tree Café, Oggi's Pizza & Brewing Co, Corvette Diner, Stone Brewery World Bistro & Gardens, Con Pane, Solare Ristorante, Soda & Swine, Mess Hall at Liberty Public Market, Fireside by The Patio||$30-$48 PSF|
|Old Town||Tourists, Locals||Barra Barra Restaurant, Casa Guadalajara, Casa de Reyes, La Piñata, Miguel's Cocina, Old Town Tequila Factory, El Agave, Café Coyote y Cantina, Fred’s Mexican Café, Rockin’ Baja Lobster||$21-$60 PSF|
|Oceanside||Locals, Tourists||Bagby Beer Company, Flying Pig Pub & Kitchen, Local Tap House & Kitchen, Masters Kitchen and Cocktail, Breakwater Brewing Company, Mission Ave Bar and Grill, Surfsie Tap Room, Beer Brewing Company, PCH Bar & Grill, Pour House, Pirvateer, Legacy Brewing Company, Tap That, Oceanside Ale Works, Golden Coast Mead||$24-$36 PSF|
Data as of May 2016