I disagree with Vanilla Ice.
First, are you the type of person that will make a good impression. Be honest with yourself. If you are, but your grades/scores aren't the best, then go to a place where residents have a lot of say or where a rotation will help you a lot.
Northern and Southern California may as well be different states. If you do 2 rotations in California, you will somewhat pigeonhole yourself into going to that area, along with where your medical school is.
For example, if you really want to go to NYC, but you aren't AOA, and you're an average candidate, don't bother with HSS. However, most the other programs would love to have you. (this is where a programs reputation comes into play).
Also, if you are looking for letters of recs, make sure the program will write you a letter of rec...some programs in Cali are less receptive to writing letters - look for this in other posts....and some programs in other states say from the outset that they won't write you a letter.
Picking aways is extremely important. Pick a general region to start...then narrow it down...in no particular order...by reputation, what you want in a program, number of residents, exact location, resident input, compatability with who you are and what you want (single/married/kids/etc)...
If you want to sell yourself in the South, do a rotation in the south and send that recommendation to all the programs there. If you want to sell yourself in the midwest, do likewise.....for northeast, do likewise.
Tailor your personal statement such that it reflects the above (I did not do this, but I think it may have helped in some cases).