Pride Promenade
Pride Promenade is Hillcrest’s new community space. Every day this exciting space will host activities and events from our weekly markets to weddings, civic celebrations and protests. It will be the home to public art and will be the hub of pedestrian and bicycling transit.
Pride Plaza
Pride Plaza is the heart of the Promenade at the base of the Pride Flag between Harvey Milk and University Ave. The plaza is decorated by the names of the community supporters etched in the ground.. It is home to celebrations, protests, weddings, and events.
Streetcar Eatery
The northern anchor of the Promenade will be a restored streetcar. In recognition of the streetcars that once traveled on Normal Street, this facility will serve as a concession stand, gathering point, and information booth.
Playground
The playground is at the north end of Pride Plaza just south of Lincoln St. It features a playground for families, shade structures, and cafe style seating.
Streetcar South
Just south of the Streetcar concession and north of Harvey Milk St., this is a multi use function space that can be used for gatherings, events, or just hanging out at the cafe style seating. The location includes three large shade structures.
Parking and Bike Paths
There is parking along the west side of Normal Street and north of Lincoln Ave. Parking is free at the DMV. Pride Promenade is a hub for SANDAG’s protected bike lane network.
Support Pride Promenade
Community donations and support are critical to the success and vibrancy of Pride Promenade. The Hillcrest Community Foundation is raising charitable funds to support operations for the Promenade. There are variety of ways you can support our community space. If you’d like to help us raise money for the Promenade, please reach out to us at info@hillcrestbia.org.
Paver Sponsorship
Show your love for Hillcrest and leave your mark on Pride Plaza for all time with a personalized message etched in stone.
Proceeds from the paver sale program will be used for maintenance, activations, events, art, and other programs and activities not funded by a government funding source.
Promenade Membership
Pride Promenade is a fun neighborhood oasis with something going on all the time. Members who support the Promenade will receive special benefits including invitations to special events, discounts at Promenade venues, and special recognition pins. Membership options range from individuals to neighborhood businesses, and sponsors.
Proceeds from the membership program will be used for maintenance, activations, events, art, and other programs and activities.
Planning for the Future
Pride Promenade is still under construction. There’s a lot going on at the site as we get ready to open in February or March of 2026. At the same time, planning for the Promenade is well underway. Teams of students from the University of San Diego Knauss Business School have been studying ways to make the Promenade work well and have made a number of suggestions regarding management of the space. Planning for an annual calendar of events is underway. And a variety of other exciting opportunities are being considered. Below are some of the interesting items being planned for the Promenade.
Events and Activities
An interest list is forming for folks to organize activities and events in the Promenade from classic Hillcrest events like Nightmare on Normal Street and SheFest to new events like outdoor movie nights and bike nights. It is the plan that community events will be free. If your organization is interested in hosting an event please fill out this form.
SheFest at Pride Promenade
Weddings and Corporate Events
Pride Plaza is a beautiful venue and will be available to book for folks who are looking for a meaningful and unique wedding setting or a fun and exciting corporate function.
Hillcrest Businesses interested in participating in vendor opportunities and wedding planners should reach out at info@hillcrestbia.org.
C Fodoreanu’s Cor fabrica being unloaded at Harvey Milk ST.
Art and Landscaping
Art and planted areas will be a vital part of our community space. Almost one-hundred new trees are being planted. Many planted areas will need to be maintained and looked after. It is envisioned that a full time horticulturalist will attend to the landscaping in the space along with custodial team and security patrols will maintain the venue daily.
Art will also be a vital part of the Promenade. Plans are already being drawn up to create a collection of interactive and public art on the site. C. Fodoreanu’s Cor Fabrica has already been secured for the site. A new Before I Die mural inspired by Candy Chang will also be installed on the site. New art pieces are currently being secured and plans are underway to fund an Artist in Residence Program and a People’s Plinth.
University of San Diego Research
Three teams of USD graduate school students from the Knauss Business School have examined various elements of managing the Promenade. Their completed research projects relating to the Promenade are below.
Project 1: Revenue generating activities, increasing foot traffic, and creating a vibrant public space. // April 2025 // Final report and slides
Project 2: Streetcar concession viability // April 2025 // Final report and slides
Project 3: Membership and sponsorship opportunities // August 2025 // Final report and slides
