Oakland First Fridays struggling to stay afloat as crowds and revenue drop

On the first Friday of the month, Telegraph Avenue fills with the sounds of music, conversation and laughter as crowds move between rows of food stands, clothing vendors and live performances. The smell of grilled meat and fried foods wafts through the air, while children take turns dancing in the middle of the street, drawing cheers from a circle of onlookers. Nearby, vendors greet customers by name, while people stopped to browse colorful displays of Oakland-themed apparel, and handmade art and jewelry. 

“Good food, good people and a lot of culture” is how Christina Johnson described the May event she attended. 

But behind the crowds and energy, organizers and vendors say Oakland First Fridays faces growing challenges that are making it increasingly difficult to sustain. The event has struggled to recover financially since the pandemic, as rising operational costs, shrinking vendor space and difficulty securing sponsorships strain its future. In 2024, organizers decided to shut down the event in January and February, when attendance was lower. But the crowds never fully came back.

The event drew as many as 50,000 attendees before the pandemic, compared to 8,000 to 30,000 more recently, depending on the month and the weather. Festival Director Venessa McGhee said public perception around crime in downtown Oakland, including incidents that occur outside the event’s official footprint or after hours, has also had an impact.

Together, these pressures are shaping the future of one of Oakland’s signature cultural events. 

“We run in the red every month,” said McGhee, who has been involved with organizing the event since 2015.

Each monthly event costs between $35,000 and $45,000 to put on, including staffing, security and administrative expenses. While the city covers roughly $11,000 per event in police, fire inspection and permit-related costs, that is only guaranteed through the end of the fiscal year, June 30. In an email response to questions, city spokesperson Jean Walsh said “we anticipate a change in support after June,” because of budget constraints. 

First Fridays faced broader challenges after the pandemic, when many people were initially hesitant to return to shared spaces. At the same time, permanent protected bike lanes were constructed along Telegraph Avenue, reducing the amount of vendor space available during the event.

Organizers are limited in how much revenue they can generate because the street can only accommodate so many vendors, and increasing vendor fees could price small businesses out of participation, McGhee said. 

“We lost a significant amount of vendor real estate,” McGhee said. “We used to be able to average like 100 to 115 vendors. Now our average is like 65 to 75.” 

That reduction amounted to over $8,000 of lost revenue per event. Securing sponsorships also has become “really difficult,” McGhee said, due to “a lot of the negative press” surrounding First Fridays. Organizers feel First Fridays has become associated with broader public safety concerns downtown.

“We haven’t had any major incidents that happen within our footprint or during the hours of our operation,” McGhee said. “Because it’s happening on the first Friday of the month, it’s being misinterpreted that it’s part of the event.”

Oakland First Fridays operates from 5 p.m. to 9 p.m. along Telegraph Avenue between 22nd and 27th streets from March through December. Oakland Police Department data shows reported incidents occurring both near and outside the event’s footprint during recent First Fridays’ hours, though it does not provide details of those incidents. No incidents were reported inside the event’s boundaries since the First Fridays season reopened. 

Walsh said the city is concerned about incidents occurring after First Fridays concludes, and has implemented measures to enhance safety around that event and others in the arts and entertainment district. She said police patrols have been added, and the city has beefed up enforcement of illegal vending and illegally parked cars. 

Vendors who have participated in First Fridays for years say the event remains an important space for Oakland’s small businesses and creative communities. 

“The first thing is, this is a part of our home,” said Diedre Curry, owner of SheeApparel, who has participated in First Fridays since 2018. “ It’s a way for us to not only continue to do brand exposure, but tap in and link with our community.”

Curry said slow nights are usually tied more to weather conditions or broader events happening in the city than to fear or crime.

“In my history of doing First Fridays, I could probably count on one hand how many ‘bad’ nights I’ve had, Curry said. “I always say it ebbs and flows, and nine times out of 10, we flowing.”

At May’s First Friday, Christina Johnson said she attends to support Oakland’s vendors and culture. 

“Safety is a concern to me as I’m a young woman,” she said. “However, I find that First Fridays can be a family-friendly environment, and I would recommend coming earlier rather than later.” 

Infini Ford, owner of the Oakland-based apparel brand Oakland’s Own, has participated in First Fridays for about a decade and said the focus is on community.

“We see a lot of friends out here,” Ford said. “Our friends come out and meet other people. It’s like family.”

While foot traffic has gone down since the pandemic, Ford said people who come out to First Fridays tend to enjoy it.

“A lot of people got a bad idea of what First Fridays is, versus when you’re coming out here,” she said. “It’s always a good time.”

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