Selling Your Home in Today’s Market

Price it Right for Success

Downtown San Diego Neighborhoods

Spotlight On: Convention Center

Impress Your Out-of-Town Guests

Maria Maria’s Celebrated Guacamole

Downtown San Diego’s Real Estate Report

FEATURED PROPERTY

December 2010

If your home is currently listed, this is not a solicitation for that listing. Produced by UpscaleRealEstateMarketing.com • 877.660.0996

800.588.7382 • www.DowntownSanDiegoProperties.com

HORIZONS CURRENTLY AVAILABLEBed / Bath Est. SF Floor List Price 2 / 3 1,640 TH $715,0002 / 3 1,770 TH $749,0002 / 2 1,263 23rd $775,8762 / 2 1,497 19th $892,0004 / 4 2,516 TH $1,395,0003 / 4 2,752 22nd $1,949,0003 / 3 2,436 TH $1,995,000

SALE PENDING2 / 2 2007 25th $1,125,000

SOLD UNIT SOLD PRICE1 / 1 897 202 $350,0001 / 2 1,249 207 $369,9002 / 2 1,301 302 $430,0002 / 2 1,263 2001 $575,0002 / 2 1,544 1604 $800,000

PARK PLACE CURRENTLY AVAILABLEBed / Bath Est. SF Floor List Price 1 / 2 1,113 TH $460,0002 / 2 1,545 3rd $599,0002 / 2 1,338 5th $650,0002 / 2 1,252 5th $715,0002 / 2 1,374 13th $1,045,000

CONTINGENT2 / 2 1,575 4th $640,000

SALE PENDING2 / 2 1,375 TH $485,0001 / 2 1,268 25th $500,0002 / 2 1,455 NA $519,9002 / 2 1,545 5th $595,0003 / 4 1,776 TH $699,000

SOLD UNIT SOLD PRICE1 / 2 1,113 408 $410,000

CURRENT REAL ESTATE ACTIVITY IN HORIZONS & PARK PLACE

ARG-Abbott Realty Group435 4th Ave. • San Diego, CA 92101

All information is deemed reliable but not guaranteed. The properties on this list have been listed/sold by various participants in the MLS.

SANDRA MELVILLERealtor, CRS, GRISandra@ MelvilleAndAssociates.com

619.454.5464

85026PERMIT 1441

The Mark | Unit 4011 Bed | 1 Bath919 Sq. Ft.$299,000Live the luxury life at The Mark!

This fabulous 1/1 NW corner unit is 919 sq. ft. with gorgeous gourmet kitchen, granite counters, floor-to-ceiling windows throughout, view balcony, large closet, secure parking, storage unit, and amenities galore including pool, spa & fitness center. Plus, all that this fantastic downtown location has to offer! This Short Sale opportunity is hard-to-beat – grab it while it’s still available!

The Color PurpleCivic Theatre, December 3rd – 5th 619.570.1100 | SanDiegoTheatres.orgThis inspirational tale has been capturing audiences and readers alike for 25 years. The unforgettable story follows the life of Celie, a strong woman who finds her unique voice in this crazy world. Not only is The Color Purple a Pulitzer Prize winner, but once transformed into a musical was also nominated for eleven Tony Awards and a Grammy!

Parade of Lights: Dinner Celebration on the BerkleyMaritime Museum, December 12th619.234.9153 | SDMaritime.orgGet a great view of the Parade of Lights aboard one of the Maritime Museum ships. This annual event features a festive Holiday Buffet, live performance by the Earthwalkers and of course admission to the Maritime Museum. Make sure to bring along a toy with you to donate for Toys for Tots. Get your tickets now as this popular event sells out every year.

San Diego Jogging TourDowntown San Diego, Daily619.365.5641 | SanDiegoJoggingTours.comWhat a great way to soak up some culture and history about our great city while getting a little exercise in as well. San Diego Jogging Tours has four options for your tour destinations including Downtown San Diego. The entire tour consists of an 8.4-mile jog through some of the great landmarks in Downtown, including Seaport Village, Horton’s Plaza and the Santa Fe Train Station.

Orchid OdysseySan Diego Zoo, December 17th619.231.1515 | SanDiegoZoo.orgVisit the San Diego Zoo for this rare opportunity to see the zoo’s orchid greenhouse, home to 3,000 orchid plants. Orchid experts will be there to answer any questions you may have about these beautiful flowers, such as how the tricky orchid gets wasps and bees to pollinate. This greenhouse is only open to the public once a month, so don’t miss out!

Last Minute Gift Tasting Bacchus Wine Market and Tasting Room, December 24th619.236.0005 | BacchusWineMarket.comStressing over last-minute shopping or struggling to find the perfect gift for the friend who has everything? Take the anxiety out of the holidays by shopping and sipping wine at the same time! Sit back and relax as you sample a variety of six wines, and maybe pair it with a selection of cheeses at the market. Surely you will be able to cross a few names off the list after this.

The NutcrackerCopley Symphony Hall, December 20th619.235.0804 | Nutcracker.comThe great Moscow Ballet Company brings to life this classic tale of a young girl’s travels through an enchanted land with her Nutcracker Prince at her side. You will be amazed at the beautiful sets and costumes designed by award-winning designer Olga Dumova.

DECEMBER 2010

SEAFOOD GUACAMOLE

Featuring Maria Maria La Cantina1370 Frazee Rd.

619.574.6800 | MariaMariaRestaurants.com

Guacamole:3 Large Hass Avocados6 oz Guacamole Seasoning Paste3 Tablespoons Chopped Onion 3 Tablespoons Chopped Cilantro3 Teaspoons Diced Jalapeno6 Tablespoons Seeded and Diced TomatoLarge Pinch Salt

Cut the avocado in half around the pit. Separate the halves and discard the pit. Make 3 lengthwise cuts down to the skin of the avocado, then 4 cross wise cuts. Scoop the avocado cubes into a bowl. Repeat with the remaining avocados. Add the seasoning paste, chilies, onions and cilantro to the bowl over the avocado. Mix, breaking up the cubes a little. Add the tomatoes and salt and mix just until blended into the guacamole. Transfer to a bowl, top with Seafood Salpicon and serve with corn chips and warm tortillas. Serve immediately.

Guacamole Seasoning Paste:1 Chopped White Onion3 Large Jalapenos, Coarsely Chopped2 Serranos, Coarsely Chopped1 Tablespoon Dried Oregano1/2 Teaspoon Ground Cloves1/2 Teaspoon Ground Cumin1 Tablespoon Sugar1/2 Cup Olive Oil2 Tablespoons Kosher Salt2 Cups Firmly Packed Cilantro, Stems and All1/2 Cup Freshly Squeezed Lime Juice2 Cloves Garlic

Put all ingredients in a blender and blend at high speed until everything is very smooth. Chill immediately and use within 2 days.

Seafood Salpicon: 1/2 Cup Salpicon mix5 oz Crab5 oz Shrimp

Heat salpicon mix in a pan, add shrimp and cook for 1 minute. Add crab and heat through. Top the guacamole with seafood and finish with a sprinkle of cilantro.

Salpicon:1/2 Cup Roasted and Peeled Poblanos, Diced (1/4 Inch) 1/2 Cup Finely Chopped Celery1/8 Cup Finely Chopped Red Onion1 Lemon, Juiced1 Lime, Juiced1 Teaspoon Dried Oregano, Crumbled1/2 Teaspoon Chile De Arbol Powder1/2 Cup Chopped Fresh Cilantro1 Tablespoon Kosher Salt1/4 Cup Olive Oil

Combine all ingredients. Cover and refrigerate immediately.

Serves Four

485 C - Bright Red484 C - Dark Red469 C - Brown4525 C - Light TanBlack

Location, location, location! San Diego’s 2.6-million-square-foot Convention Center is located in the bustling downtown area and sits next to sparkling San Diego Bay. It’s in such a fabulous spot that most people who come for business end up wanting to stay on for vacation. Not surprising, the San Diego Convention Center (SDCC) is a top choice for conventions, trade shows, meetings, and special events. And it’s been a boon to the city’s economy. Since it opened in 1989, the SDCC has generated $359.3 million in sales and hotel room tax revenues, hosted more than 4,000 events, and provided more than 12,000 jobs in the county, according to the SDCC. Pretty impressive! And there are plans for even more improvements. A Phase III expansion is currently under discussion. Proposed plans include additional exhibition and meeting space, as well as improved access to the Convention Center neighborhood via a completed Park-to-Bay Link. Another possible highlight: development of a nonindustrial activity area, where hotels, green space, the Convention Center, and the Park-to-Bay Link would meet at the waterfront. One of the standout features of the SDCC is its green policies. In fact, it’s possible to host “green” meetings. Recycling diverts approximately 40 percent of the Center’s total waste; energy-efficient heating and cooling systems and energy-saving appliances are used; solar panels are to be completed by the end of 2010; water conservation efforts save some 81,026 gallons of

water annually; a food composting program diverts 150 tons of food waste annually; and purchased products—from copy paper to cleaning supplies— are made from recycled or environmentally friendly materials. And of course the food served is organic and sustainably grown and surplus food and supplies are donated to local charities. And, because some 11,000 hotel rooms, numerous restaurants, and attractions are all within walking distance of the Convention Center, transportation to and from the Center is virtually unnecessary, which cuts down on car and bus emissions. All this foresight and work has been recognized. In 2010 alone, the Center has won numerous awards, including a Clean Air Circle Honoree, from the American Lung Association; Large Service Provider of the Year, from the California Restaurant Association, San Diego Chapter; Recycler of the Year, from the City of San Diego; Prime Site Award, from Facilities

& Destinations; and the Best Convention Center, from Southern California Meetings and Events. Some highlights in weeks and months to come: the San Diego International Auto Show (12/30/2010-1/2/2011), the San Diego Home Show (1/7/2011-1/9/2011), and the Bridal Bazaar (1/30/2011). Kudos to you, green San Diego!

So it’s time to sell your home and work with a Realtor to set a listing price for your abode. Of course, you want top dollar. And, of course, you love your home and have worked hard to make it your pride and joy. That said, you might feel it’s worth more than other comparable units in your building that have recently sold. Which is why you may not agree with the price your Realtor suggests as it may be far less than you were imagining. So what’s a savvy homeowner to do? Believe it or not, pricing your home unrealistically high will only come back to haunt you in the end. Not only will

home buyers be looking at your home and be comparing it to homes that really do belong in that price range (how do you think yours will compare?), but they will most likely be disappointed when (and if) they come to view your home. Now imagine a potential buyer who comes to see your properly priced home. More than likely, they will be pleasantly surprised by how beautiful your home is and may feel they are getting in on a bargain. Which home do you think will sell faster? That’s right, the one priced appropriately and in tune with

the market. Dare we say it, you may even get into a bidding situation where more than one buyer sees the value of your home and will bid the price a bit higher. Some homeowners make the mistake of pricing their home too high, “just to test the waters” with the intention of dropping the price if needed. More than likely, your home will not sell at or perhaps even close to your asking price. Buyers don’t live in a vacuum and are most likely working with a Realtor who has shared with them the same information on comparables that your Realtor showed to you. They will know when a home is initially overpriced and

they will pass over such a home. A new listing gets its most activity within the first 14 days on the market. Miss your opportunity, and it’s difficult to regain that lost momentum. When this happens, your home may sit on the market for weeks, months, even years. And what happens then? Your home is stigmatized as “that home that won’t sell” and “that home that’s been on the market forever.” Potential buyers will start to wonder what’s wrong with it and guess there’s a reason why so many others have passed on it. And then, you, the homeowner, is forced to lower your price. Perhaps several times. This continual reduction of price also stigmatizes your home, and can be discouraging and depressing to you as the homeowner. And where does this leave you and the final sale price of your home? Often at or even well below the initial price your Realtor recommended listing your home in the first place. But don’t just take our word for it, take a look at the facts: According to Altos Research, a real estate data analysis firm in Mountain View, California, sellers often do price their homes too high, forcing them to lower prices later on to make the sale. National price reductions average 8 to 9 percent off the property’s last listing. Choosing the listing price for your property is a critical component to the success of your home’s sale. Be sure to price appropriately to generate interest right away and you’ll no doubt be more satisfied with your final outcome.

Spotlight On: CONVENTION CENTER

The Color PurpleCivic Theatre, December 3rd – 5th 619.570.1100 | SanDiegoTheatres.orgThis inspirational tale has been capturing audiences and readers alike for 25 years. The unforgettable story follows the life of Celie, a strong woman who finds her unique voice in this crazy world. Not only is The Color Purple a Pulitzer Prize winner, but once transformed into a musical was also nominated for eleven Tony Awards and a Grammy!

Parade of Lights: Dinner Celebration on the BerkleyMaritime Museum, December 12th619.234.9153 | SDMaritime.orgGet a great view of the Parade of Lights aboard one of the Maritime Museum ships. This annual event features a festive Holiday Buffet, live performance by the Earthwalkers and of course admission to the Maritime Museum. Make sure to bring along a toy with you to donate for Toys for Tots. Get your tickets now as this popular event sells out every year.

San Diego Jogging TourDowntown San Diego, Daily619.365.5641 | SanDiegoJoggingTours.comWhat a great way to soak up some culture and history about our great city while getting a little exercise in as well. San Diego Jogging Tours has four options for your tour destinations including Downtown San Diego. The entire tour consists of an 8.4-mile jog through some of the great landmarks in Downtown, including Seaport Village, Horton’s Plaza and the Santa Fe Train Station.

Orchid OdysseySan Diego Zoo, December 17th619.231.1515 | SanDiegoZoo.orgVisit the San Diego Zoo for this rare opportunity to see the zoo’s orchid greenhouse, home to 3,000 orchid plants. Orchid experts will be there to answer any questions you may have about these beautiful flowers, such as how the tricky orchid gets wasps and bees to pollinate. This greenhouse is only open to the public once a month, so don’t miss out!

Last Minute Gift Tasting Bacchus Wine Market and Tasting Room, December 24th619.236.0005 | BacchusWineMarket.comStressing over last-minute shopping or struggling to find the perfect gift for the friend who has everything? Take the anxiety out of the holidays by shopping and sipping wine at the same time! Sit back and relax as you sample a variety of six wines, and maybe pair it with a selection of cheeses at the market. Surely you will be able to cross a few names off the list after this.

The NutcrackerCopley Symphony Hall, December 20th619.235.0804 | Nutcracker.comThe great Moscow Ballet Company brings to life this classic tale of a young girl’s travels through an enchanted land with her Nutcracker Prince at her side. You will be amazed at the beautiful sets and costumes designed by award-winning designer Olga Dumova.

DECEMBER 2010

SEAFOOD GUACAMOLE

Featuring Maria Maria La Cantina1370 Frazee Rd.

619.574.6800 | MariaMariaRestaurants.com

Guacamole:3 Large Hass Avocados6 oz Guacamole Seasoning Paste3 Tablespoons Chopped Onion 3 Tablespoons Chopped Cilantro3 Teaspoons Diced Jalapeno6 Tablespoons Seeded and Diced TomatoLarge Pinch Salt

Cut the avocado in half around the pit. Separate the halves and discard the pit. Make 3 lengthwise cuts down to the skin of the avocado, then 4 cross wise cuts. Scoop the avocado cubes into a bowl. Repeat with the remaining avocados. Add the seasoning paste, chilies, onions and cilantro to the bowl over the avocado. Mix, breaking up the cubes a little. Add the tomatoes and salt and mix just until blended into the guacamole. Transfer to a bowl, top with Seafood Salpicon and serve with corn chips and warm tortillas. Serve immediately.

Guacamole Seasoning Paste:1 Chopped White Onion3 Large Jalapenos, Coarsely Chopped2 Serranos, Coarsely Chopped1 Tablespoon Dried Oregano1/2 Teaspoon Ground Cloves1/2 Teaspoon Ground Cumin1 Tablespoon Sugar1/2 Cup Olive Oil2 Tablespoons Kosher Salt2 Cups Firmly Packed Cilantro, Stems and All1/2 Cup Freshly Squeezed Lime Juice2 Cloves Garlic

Put all ingredients in a blender and blend at high speed until everything is very smooth. Chill immediately and use within 2 days.

Seafood Salpicon: 1/2 Cup Salpicon mix5 oz Crab5 oz Shrimp

Heat salpicon mix in a pan, add shrimp and cook for 1 minute. Add crab and heat through. Top the guacamole with seafood and finish with a sprinkle of cilantro.

Salpicon:1/2 Cup Roasted and Peeled Poblanos, Diced (1/4 Inch) 1/2 Cup Finely Chopped Celery1/8 Cup Finely Chopped Red Onion1 Lemon, Juiced1 Lime, Juiced1 Teaspoon Dried Oregano, Crumbled1/2 Teaspoon Chile De Arbol Powder1/2 Cup Chopped Fresh Cilantro1 Tablespoon Kosher Salt1/4 Cup Olive Oil

Combine all ingredients. Cover and refrigerate immediately.

Serves Four

485 C - Bright Red484 C - Dark Red469 C - Brown4525 C - Light TanBlack

Location, location, location! San Diego’s 2.6-million-square-foot Convention Center is located in the bustling downtown area and sits next to sparkling San Diego Bay. It’s in such a fabulous spot that most people who come for business end up wanting to stay on for vacation. Not surprising, the San Diego Convention Center (SDCC) is a top choice for conventions, trade shows, meetings, and special events. And it’s been a boon to the city’s economy. Since it opened in 1989, the SDCC has generated $359.3 million in sales and hotel room tax revenues, hosted more than 4,000 events, and provided more than 12,000 jobs in the county, according to the SDCC. Pretty impressive! And there are plans for even more improvements. A Phase III expansion is currently under discussion. Proposed plans include additional exhibition and meeting space, as well as improved access to the Convention Center neighborhood via a completed Park-to-Bay Link. Another possible highlight: development of a nonindustrial activity area, where hotels, green space, the Convention Center, and the Park-to-Bay Link would meet at the waterfront. One of the standout features of the SDCC is its green policies. In fact, it’s possible to host “green” meetings. Recycling diverts approximately 40 percent of the Center’s total waste; energy-efficient heating and cooling systems and energy-saving appliances are used; solar panels are to be completed by the end of 2010; water conservation efforts save some 81,026 gallons of

water annually; a food composting program diverts 150 tons of food waste annually; and purchased products—from copy paper to cleaning supplies— are made from recycled or environmentally friendly materials. And of course the food served is organic and sustainably grown and surplus food and supplies are donated to local charities. And, because some 11,000 hotel rooms, numerous restaurants, and attractions are all within walking distance of the Convention Center, transportation to and from the Center is virtually unnecessary, which cuts down on car and bus emissions. All this foresight and work has been recognized. In 2010 alone, the Center has won numerous awards, including a Clean Air Circle Honoree, from the American Lung Association; Large Service Provider of the Year, from the California Restaurant Association, San Diego Chapter; Recycler of the Year, from the City of San Diego; Prime Site Award, from Facilities

& Destinations; and the Best Convention Center, from Southern California Meetings and Events. Some highlights in weeks and months to come: the San Diego International Auto Show (12/30/2010-1/2/2011), the San Diego Home Show (1/7/2011-1/9/2011), and the Bridal Bazaar (1/30/2011). Kudos to you, green San Diego!

So it’s time to sell your home and work with a Realtor to set a listing price for your abode. Of course, you want top dollar. And, of course, you love your home and have worked hard to make it your pride and joy. That said, you might feel it’s worth more than other comparable units in your building that have recently sold. Which is why you may not agree with the price your Realtor suggests as it may be far less than you were imagining. So what’s a savvy homeowner to do? Believe it or not, pricing your home unrealistically high will only come back to haunt you in the end. Not only will

home buyers be looking at your home and be comparing it to homes that really do belong in that price range (how do you think yours will compare?), but they will most likely be disappointed when (and if) they come to view your home. Now imagine a potential buyer who comes to see your properly priced home. More than likely, they will be pleasantly surprised by how beautiful your home is and may feel they are getting in on a bargain. Which home do you think will sell faster? That’s right, the one priced appropriately and in tune with

the market. Dare we say it, you may even get into a bidding situation where more than one buyer sees the value of your home and will bid the price a bit higher. Some homeowners make the mistake of pricing their home too high, “just to test the waters” with the intention of dropping the price if needed. More than likely, your home will not sell at or perhaps even close to your asking price. Buyers don’t live in a vacuum and are most likely working with a Realtor who has shared with them the same information on comparables that your Realtor showed to you. They will know when a home is initially overpriced and

they will pass over such a home. A new listing gets its most activity within the first 14 days on the market. Miss your opportunity, and it’s difficult to regain that lost momentum. When this happens, your home may sit on the market for weeks, months, even years. And what happens then? Your home is stigmatized as “that home that won’t sell” and “that home that’s been on the market forever.” Potential buyers will start to wonder what’s wrong with it and guess there’s a reason why so many others have passed on it. And then, you, the homeowner, is forced to lower your price. Perhaps several times. This continual reduction of price also stigmatizes your home, and can be discouraging and depressing to you as the homeowner. And where does this leave you and the final sale price of your home? Often at or even well below the initial price your Realtor recommended listing your home in the first place. But don’t just take our word for it, take a look at the facts: According to Altos Research, a real estate data analysis firm in Mountain View, California, sellers often do price their homes too high, forcing them to lower prices later on to make the sale. National price reductions average 8 to 9 percent off the property’s last listing. Choosing the listing price for your property is a critical component to the success of your home’s sale. Be sure to price appropriately to generate interest right away and you’ll no doubt be more satisfied with your final outcome.

Spotlight On: CONVENTION CENTER

Selling Your Home in Today’s Market

Price it Right for Success

Downtown San Diego Neighborhoods

Spotlight On: Convention Center

Impress Your Out-of-Town Guests

Maria Maria’s Celebrated Guacamole

Downtown San Diego’s Real Estate Report

FEATURED PROPERTY

December 2010

If your home is currently listed, this is not a solicitation for that listing. Produced by UpscaleRealEstateMarketing.com • 877.660.0996

800.588.7382 • www.DowntownSanDiegoProperties.com

HORIZONS CURRENTLY AVAILABLEBed / Bath Est. SF Floor List Price 2 / 3 1,640 TH $715,0002 / 3 1,770 TH $749,0002 / 2 1,263 23rd $775,8762 / 2 1,497 19th $892,0004 / 4 2,516 TH $1,395,0003 / 4 2,752 22nd $1,949,0003 / 3 2,436 TH $1,995,000

SALE PENDING2 / 2 2007 25th $1,125,000

SOLD UNIT SOLD PRICE1 / 1 897 202 $350,0001 / 2 1,249 207 $369,9002 / 2 1,301 302 $430,0002 / 2 1,263 2001 $575,0002 / 2 1,544 1604 $800,000

PARK PLACE CURRENTLY AVAILABLEBed / Bath Est. SF Floor List Price 1 / 2 1,113 TH $460,0002 / 2 1,545 3rd $599,0002 / 2 1,338 5th $650,0002 / 2 1,252 5th $715,0002 / 2 1,374 13th $1,045,000

CONTINGENT2 / 2 1,575 4th $640,000

SALE PENDING2 / 2 1,375 TH $485,0001 / 2 1,268 25th $500,0002 / 2 1,455 NA $519,9002 / 2 1,545 5th $595,0003 / 4 1,776 TH $699,000

SOLD UNIT SOLD PRICE1 / 2 1,113 408 $410,000

CURRENT REAL ESTATE ACTIVITY IN HORIZONS & PARK PLACE

ARG-Abbott Realty Group435 4th Ave. • San Diego, CA 92101

All information is deemed reliable but not guaranteed. The properties on this list have been listed/sold by various participants in the MLS.

SANDRA MELVILLERealtor, CRS, GRISandra@ MelvilleAndAssociates.com

619.454.5464

85026PERMIT 1441

The Mark | Unit 4011 Bed | 1 Bath919 Sq. Ft.$299,000Live the luxury life at The Mark!

This fabulous 1/1 NW corner unit is 919 sq. ft. with gorgeous gourmet kitchen, granite counters, floor-to-ceiling windows throughout, view balcony, large closet, secure parking, storage unit, and amenities galore including pool, spa & fitness center. Plus, all that this fantastic downtown location has to offer! This Short Sale opportunity is hard-to-beat – grab it while it’s still available!