Canyon Sports has what I believe to be the largest selection of guns and shooting accessories in the East Bay. They carry a large selection of rifles, shotguns and handguns as well as a large selection of cleaning and shooting supplies. They also carry a nice selection of gun safes.
Unfortunately they will not give prices over the phone and their "sticker" price is at or above MSRP. However, they are willing to haggle and most times you can walk out knowing you got a good deal.
The staff are friendly, however they are not totally up to date on current firearms laws and regulations, they also tend to individually push their "preferred" manufacturer and will talk down others. (Unfortunately this is all to common in California gun stores as of late.) If you are new to buying firearms don't make Canyon Sports your first stop, however once you know what you are looking for make sure you go in.
All-in-all I have never had a negative experience in the store and have walked out with many a good deal!