Alpine nestles in the foothills east of San Diego, and its residents enjoy homes and small ranches among the rolling hills covered with sagebrush and chaparral.  The Kumeyaay Indians discovered this area over 1,000 years ago and continue to live in the area.

Alpine has a thriving economy powered by a dynamic business community, according to the local chamber. There are hundreds of small firms that offer professional services and a variety of retail shops. Businesses are primarily located within the town center, along Alpine Boulevard and Tavern Road. Located just off Interstate 8 at the Tavern Road exit are two shopping complexes, Alpine Creek Shopping Center and the Country Side Center. The Viejas Casino and the Viejas Outlet Center are located on Willows Road, at the I-8 Willows Road exit. The Viejas Outlet Center has been nationally recognized for its design and landscaping.