I'm from Santa Cruz. In Santa Cruz you get made fun of for saying hella, because it makes it painfully obvious that you're from the valley (or wherever) and you're there to make the beaches crowded and clog up freeways, or stop in traffic, with your car stretched across both the straight and left turn lanes, as you try and read your map.
Now that I'm in Sacramento, I'm surrounded by "hella"...
NOTE: In Santa Cruz, we don't hate tourists, lots of us like them, as they bring a lot of money to the local economy. However, we still find it annoying when they stop in traffic, and we still like to make fun of them for saying "hella".