Hillcrest Hillcrest is a neighborhood in San Diego northwest of Balboa Park. Hillcrest is known for its tolerance, diversity, and locally-owned businesses, including restaurants, cafés, bars, clubs, trendy thrift-stores, and other independent specialty stores. Due to Hillcrest's grid street pattern and relatively high population density, pedestrian activity is relatively high. The Hillcrest Association, a business improvement organization, and Uptown Planners, an organization representing residents interested in planning issues, work to make Hillcrest attractive for shoppers and residents.