FOR IMMEDIATE RELEASE 
Feb. 16, 2025

CONTACT:
MayorPress@sandiego.gov

SAN DIEGO – Mayor Todd Gloria was joined by civic leaders and members of the Hillcrest community today to celebrate the start of construction on Pride Promenade, a major project that will transform much of Normal Street into a pedestrian-oriented destination in the heart of San Diego’s LGBTQ district.  

“The beginning of construction on the Pride Promenade is a historic moment for Hillcrest and our entire city,” said Mayor Todd Gloria. “This project will create a vibrant, pedestrian-friendly destination that reflects the heart and soul of San Diego’s LGBTQ community.  By investing in public spaces that celebrate our city’s diversity and sense of community, we are creating a lasting legacy honoring Hillcrest’s rich history while building a more welcoming and connected future for all of us.”  

Under the project – funded in large part by the City of San Diego and overseen by the San Diego Association of Governments (SANDAG) – the traffic lanes on the west side of Normal Street from University Avenue to Lincoln Avenue will be converted to a pedestrian promenade and rainbow-colored bikeway. The two eastern lanes will be dedicated to vehicular traffic.  

State Assemblymember Chris Ward was a driving force behind the development of the promenade plan when he was a member of the City Council and secured $1.2 million in state funding for the project. 

 “Pride Promenade is a landmark investment in inclusivity and progress,” said Assemblymember Chris Ward (D-San Diego). “Since my time on the San Diego City Council, making this vision a reality has been a priority. By expanding Pride Plaza and creating a vibrant, welcoming space for all, we are strengthening Hillcrest’s legacy as a beacon of hope and acceptance for the LGBTQ+ community. This project sends a powerful message: San Diego is a city that embraces diversity, fosters belonging, and celebrates the contributions of every resident.” 

The promenade project will include the expansion of Pride Plaza -- the area at the intersection of Normal Street and University Avenue that is home to the Pride flag, monument and rainbow-colored crosswalk. It also will include a children’s Play Area, new historic lampposts, seating and shade structures, roughly 115 new trees and a fully restored trolley car for commercial use -- a nod to the history of the area as a main trolley line servicing the Hillcrest and University Heights neighborhoods.     

  "Today, we break ground on a project that will transform Normal Street into a vibrant, welcoming space for everyone,” said City Councilmember Stephen Whitburn, who represents District 3. “Pride Promenade will expand Pride Plaza, create safer walking and biking paths, and honor Hillcrest’s rich history and culture. This is a project built by and for our community – one that reflects our values of inclusivity, sustainability, and pride.” 

The promenade is being constructed in conjunction with the Eastern Hillcrest Bikeway, a 1.1-mile series of separated bikeways and buffered bike lanes on University Avenue from Ninth Avenue to Normal Street, and on Normal Street between University Avenue and Washington Street, as well as on Lincoln Avenue, Herbert Street, Robinson Avenue and Park Boulevard.  

  In addition to enhancing safety for bicyclists, the project will result in a net increase of 13 parking spaces.  

  The Promenade will accommodate the weekly Hillcrest Farmers Market as well as other public events, such as the San Diego Pride Festival and Parade. 

“Pride Promenade is a testament to community vision and City commitment,” said Benjamin Nicholls, executive director of the Hillcrest Business Association. “Once finished, Pride Promenade will become one of San Diego’s great spaces that we can all be proud of.” 

Pride Promenade is the latest in a series of actions that have uplifted San Diego’s LGBTQ community, including dedicating Harvey Milk Street, creating Pride Plaza and raising the Pride Flag, establishing an LGBTQ cultural district, and opening the City’s AIDS Memorial. 

Eastern Hillcrest Bikeway and Pride Promenade project is expected to be completed in late 2026. 

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