Pacific Beach is a neighborhood in San Diego, bounded by La Jolla to the north, Mission Beach and Mission Bay to the south, Interstate 5 to the east and the Pacific Ocean to the west. While formerly largely populated by young people, surfers, and college students, because of rising property and rental costs the population is gradually becoming older, more professional, and more affluent. "P.B.," as it is known as by local residents, is home to one of San Diego's more developed nightlife scenes, with a great variety of bars, eateries, and clothing stores.