O’Reilly’s Pub, a new establishment in the iconic Haight-Ashbury neighborhood of San Francisco, has recently experienced a surge in popularity, coinciding with the farewell performances of Dead & Company in early August. According to Neil Holbrook, the bar’s owner, the four-day period marked their best sales since opening ten months ago.
Holbrook expressed optimism for future events, specifically the upcoming Jerry Crawl and the Haight-Ashbury Street Fair on September 7, hoping that bar-hopping Deadheads will contribute to continued success. However, his vision for O’Reilly’s is not solely reliant on nostalgia for the Summer of Love.
Since its opening in the space that was previously home to Milk Bar, a comedy venue that closed in 2024, O’Reilly’s has diversely contributed to the neighborhood’s vibrant food and drink scene, alongside new gems such as the Indian restaurant Jalebi Street and the revitalized Magnolia Brewing. Other notable upcoming ventures include the reopening of Club Deluxe, and new projects at prominent Haight Street locations, such as The Green Heron and Mary’s on Haight.
Holbrook describes the influx of new businesses as a colorful magic that draws attention to the area. He believes that an increase in foot traffic is essential for the community’s revival. Peterson Harter, owner of Sandy’s, a muffuletta shop that opened in early 2023, concurs with Holbrook. He describes the transformation of Haight Street from his arrival to the present day as striking.
In contrast to its historical resilience, the Haight-Ashbury area is undergoing noticeable changes. Long-standing establishments like the Pork Store Cafe and the Gold Cane Cocktail Lounge have served generations, yet new high-end boutiques are emerging, replacing previously eclectic vintage shops. This dynamic shift also permeates the nightlife scene, evidenced by the reinvention of previously closed bars with a new target audience in mind.
Mary’s on Haight is set to fill the void left by Trax, a casual queer bar that closed in June. Although details are limited, co-owner Maria Haught hopes to open just in time for the annual Haight Street Fair, which attracts around 75,000 attendees.
The former Hobson’s Choice will soon reemerge as The Green Heron, thanks to the team from Inner Sunset’s The Red Tail. Co-owner Conner Frederick emphasizes his intention to maintain the character of the previous establishment while offering a full selection of drinks. He meticulously restored Hobson’s bar stools, valuing their distinct comfort.
In addition, Club Deluxe, a beloved venue that has been closed for nearly two years, is poised for a revival. Christian Beaulieu, a musician with deep Haight roots, is now part of the new ownership team. He plans to preserve the venue’s essence, ensuring the return of live music seven nights a week, with familiar local faces gracing the stage.
The local food scene remains promising as well. Bite Me Sandwiches, known for its playful branding, operates two locations along Cole Street that each cater to different crowds. Owner Nidal Musleh noted that tourists flock to the Haight location but the nearby Cole Valley clientele tends to avoid it, showcasing the unique economic potential present in the area.
Despite changes, the Haight-Ashbury neighborhood retains an enduring appeal, as evidenced by the continued influx of visitors six decades after its flower power heyday. The blend of nostalgia and innovation has ignited a revitalization that draws both locals and tourists alike, indicating a promising future for this historic corner of San Francisco.
image source from：sfstandard
