Shop early or late to avoid the craziness of the middle of the day. Also, if you need tech support make an appointment first http://www.apple.com/santarosaplaza
Not my favorite Apple Store. I couldn't book a genius appointment online, but it said they could take care of me. I got there (2 hour drive) and they would not help me.
Unprofessional, and rude manager Chelsea Swaford denied me from returning my i4s across country 2600 miles from home in an emergency...even with apple care insurance. RUDE AND INEFFECTIVE MANAGEMENT!