Flower Hill Promenade
Blooming For 30 Years In Del Mar
Thirty years ago, Pete Fletcher and family created Flower Hill Mall, nestled in Del Mar on the site of former flower fields. From the beginning, the efforts of both the landlord and storeowners set the tone for what would become a San Diego shopping center with a personality unlike any other. Fletcher lived in Rancho Santa Fe and would frequently stop in to chat with storeowners and shop. "He had a real personal touch," says Jane Maisbitt, co-owner of Thinker Things.

Originally built with natural, unstained cedar, the now renamed Flower Hill Promenade seemed to blend into the hillside when it opened in 1977. There weren’t many houses in the area and development hadn’t quite begun in nearby Rancho Santa Fe, Fairbanks Ranch, and Carmel Valley. "People would ask why on earth we were going to open a store in Del Mar," says Maisbitt.

Thinker Things and Mitschke’s Framing are two original Flower Hill stores, both of which began as mother and son operations. Thinker Things has since expanded to four times its original size and Maisbitt says people who came to the store as children 30 years ago are returning with their own kids.

Over the years Flower Hill has become much more visible as the coastal communities have blossomed. The property has been painted and remodeled, while stores have come in and out, and swapped locations. The shops have fine-tuned their merchandise to suit their customers’ needs in an upscale market, and continue to evolve. The shopping center has never housed any department stores or major name brands, but rather focuses on independent merchants with one-of-a-kind stores. "I think that’s what gives Flower Hill its character," says Maisbitt. Storeowners seek to improve their merchandise and service based on their customers’ desires, giving the shops a close relationship with their clientele. The close-knit community feel and unique atmosphere of the Promenade sets it apart. "We’re like a little neighborhood," says Sheree Vihon, co-owner of The Rare Earth.

The Rare Earth, a women’s fashion boutique, was started by Bobbi Martini, mother of the current owners, sisters Sheree Vihon and Rochelle Johnson. The girls grew up in the business and bought the store from their mom in 1997. The store, a Flower Hill original, sells everything from formal wear to pajamas to accessories. Over the years the shop has expanded and opened up other locations, but Vihon likes the ambience of Flower Hill. "You go there to experience shopping," she says. "It’s not run in and run out. People come to take a break from fast-paced life."

Shoppers can find fashionable women’s apparel at stores like Adornments, Tatiana, and Style. Specialty stores like Aniata Cheese Co., Primo Cigar, and the Wine Connection offer a vast array of indulgences to choose from. Sweet Pea offers comfortable kids clothes and accessories. For adding comfort and luxury to your home, visit Dig Home and Garden, Madison Leather and Luggage, The Silver Skillet, or Bathe. And as Maisbitt says, The Book Works is "what a bookstore ought to be."

Flower Hill has become popular with foodies as well. The family-owned Papachino’s has been serving Italian cuisine for over 20 years. Taste of Thai and Chevy’s Fresh Mex speak for themselves. Enjoy fresh salads, sandwiches, and soups at Milton’s Delicatessen & Bakery and relax in the upscale island setting of Paradise Grille.

As one of the oldest theaters in San Diego, UltraStar Cinemas has become an essential piece of the Flower Hill experience. "For a long time it was the only theater servicing the coastal area between Oceanside and San Diego," says John Ellison, Jr., co-owner of the theater. "As other theaters have opened, we have targeted specialty films. We try to serve the community through the type of product we offer." In the past few years, the four-screen theater has been equipped with Pure Digital Cinema, the latest technology in movies that enhances both sound and presentation. "We’re proud that the theater is on the high end of technology," says Ellison.

To celebrate its 30th anniversary, the shopping center held a free event on July 14 with promotions from many of its retailers, as well as food samples, magicians, trunk shows, and a performance by Ujima Dance Group.

As part of a current renovation project, new shops and restaurants will soon open, adding to the Promenade’s cast of characters. Pukalani Day Spa will offer a full-service spa for men and women, as well as a salon and men’s barber lounge. The newest addition to the eateries in Flower Hill is Ajiya Sushi Bar & Asian Bistro. New shopping options include home décor shop The Poached Pear, and Diamond Boutique, a jewelry store offering custom designs.

Flower Hill Promenade will undergo continued expansion and renovation over the next few years, but will retain its village-like atmosphere. Possible adjustments include adding retail and restaurant space, remodeling the theater, and expanding the parking lot.

So spend the day shopping, enjoy a meal, and catch a movie at a theater icon. With all these elements blended together, Flower Hill Promenade provides a wonderful combination of fun and relaxation. (www.flowerhill.com)
— Rina Van Orden, photography by Vincent Knakal