Norcal (which is where you have been a couple of times already) is probably the best in SR. The Bike Peddler (just down the street heading east on College) is owned by the same people and have a good staff as well. Norcal is aimed at the more competitive side and has good mechanics.
Rincon Cyclery has a good staff and good mait. peeps.
There is also Cambria (on Santa Rosa ave), those are the ones I would reccomend. Depends on what type of bike you are looking for.
good luck,
Paul