Today is the grand opening of the Microsoft Store in Fashion Valley Mall in San Diego, California. The San Diego store marks Microsoft's fourth foray into the retail space and opens later this morning at 10 a.m. PST.

The Microsoft Store is just yards away from the Apple Store, which means it's competing for attention with the massively long line of people hoping to get their hands on the new iPhone 4.

The grand opening event has been heavily promoted on local radio stations and will feature a performance by Demi Lovato this coming Saturday, June 26. In an effort to draw a crowd, Microsoft is giving away tickets to a meet and greet with Demi Lovato to the first 100 people in line today. The first 1,000 people get "VIP treatment" for Saturday's show.

In addition, professional skateboarder Rob Dyrdek is signing autographs with his Street League cohorts at the store today. Microsoft Store employees are also raffling off electronic devices like the Microsoft Zune, the new Flip camera, miscellaneous laptops and gadgets, and giving away gift cards.

I stopped by prior to the store opening to take photos and videos of the crowd, as well as capture the Apple versus Microsoft commotion. While Apple's line far surpasses that of Microsoft's, there's definitely a sizable showing at the Microsoft Store. It doesn't hurt that Microsoft employees are using megaphones to drown out the noise from a few doors down.

In the video below I spoke with Nicole Barnhart who — despite gushing over my iPhone 4 — has been in the Microsoft Store line since 12:00 a.m. PST. She tells me that she was approximately the 50th person in line and that the majority of the crowd is waiting to get their hands on the Demi Lovato tickets.

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Microsoft Store Opening at Fashion Valley Mall - San Diego

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