Point Loma’s Roseville Once Rivaled San Diego
By Debra Sklar / Times of San Diego / April 27, 2026
Stand at the intersection of Rosecrans Street and Avenida de Portugal, and you’re standing in what was once the heart of Roseville — a waterfront settlement that, for a brief moment in the late 1800s, carried ambitions far bigger than its footprint.
Today, it feels like just another Point Loma neighborhood: residential streets, steady traffic, and a quiet connection to the bay. But in the mid-1860s, this stretch of shoreline was being shaped into a planned community with its own identity — and its own future.
That vision began with Louis Rose.
Born March 24, 1807, in Neuhaus-an-der-Oste, then part of the Kingdom of Westphalia, Rose was a German Jewish immigrant and early developer who recognized the potential of the peninsula’s shoreline.
In 1866, he purchased land along the bay, laid out streets, and built a wharf and hotel to support a developing waterfront settlement. His goal was simple but ambitious: to create a thriving port community tied to future rail expansion and regional commerce.

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