Tepic is the capital city of Nayarit. It is a colorful and pleasant city with presence of the state's indigenous cultures, the Cora and Huicholes. It is about an hour from San Blas, and three hours from Mazatlan, Sinaloa.
Bus from Guadalajara is about 3,5 hours and costs less than 300 pesos in the luxury buses of Omnibuses de Mexico, just make sure not to get a "de paso" bus which usually arrives very late.
Have a Aguachile at Marisqueria El Tio next to the busstation, 80 pesos for an excellent and large dish in a homey environment. Also very nice is El Currican with interesting and delicious seafood dishes such as Camarones al Coco and Aguachiles, and Marlin Tostadas.
La Gloria, nice deck.
El Mexicano a hostel type hotel in downtown Tepic, fine service for only 180 pesos, no luxuries, but a bed and a fan.
Hotel Tepic behind the busstation is also nice and has the restaurant "Los Tulipanes". Here a single room costs a little under 500 pesos with wifi, hot water and a ceiling ventilator.