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\u2019s official footprint or after hours, has also had an impact.<\/p>\n
Together, these pressures are shaping the future of one of Oakland\u2019s signature cultural events.\u00a0<\/p>\n
\u201cWe run in the red every month,\u201d said McGhee, who has been involved with organizing the event since 2015.<\/p>\n
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Dancers draw a crowd at Oakland\u2019s May 1 First Fridays event. (Photos and map by Kaitlin Rose Sweeney)<\/p>\n
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 \u201cwe anticipate a change in support after June,\u201d because of budget constraints.\u00a0<\/p>\n
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. <\/p>\n
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.\u00a0<\/p>\n
\u201cWe lost a significant amount of vendor real estate,\u201d McGhee said. \u201cWe used to be able to average like 100 to 115 vendors. Now our average is like 65 to 75.\u201d\u00a0<\/p>\n
That reduction amounted to over $8,000 of lost revenue per event. Securing sponsorships also has become \u201creally difficult,\u201d McGhee said, due to \u201ca lot of the negative press\u201d surrounding First Fridays. Organizers feel First Fridays has become associated with broader public safety concerns downtown.<\/p>\n
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<\/p>\n
\u201cWe haven\u2019t had any major incidents that happen within our footprint or during the hours of our operation,\u201d McGhee said. \u201cBecause it\u2019s happening on the first Friday of the month, it\u2019s being misinterpreted that it\u2019s part of the event.\u201d<\/p>\n
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\u2019s footprint during recent First Fridays\u2019 hours, though it does not provide details of those incidents. No incidents were reported inside the event\u2019s boundaries since the First Fridays season reopened.\u00a0<\/p>\n
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.\u00a0<\/p>\n
Vendors who have participated in First Fridays for years say the event remains an important space for Oakland\u2019s small businesses and creative communities.\u00a0<\/p>\n
\u201cThe first thing is, this is a part of our home,\u201d said Diedre Curry, owner of SheeApparel, who has participated in First Fridays since 2018. \u201c It\u2019s a way for us to not only continue to do brand exposure, but tap in and link with our community.\u201d<\/p>\n
Curry said slow nights are usually tied more to weather conditions or broader events happening in the city than to fear or crime.<\/p>\n
\u201cIn my history of doing First Fridays, I could probably count on one hand how many \u2018bad\u2019 nights I\u2019ve had, Curry said. \u201cI always say it ebbs and flows, and nine times out of 10, we flowing.\u201d<\/p>\n
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Infini Ford, of Oakland\u2019s Own <\/p>\n
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Diedre Curry, of SheeApparel<\/p>\n
At May\u2019s First Friday, Christina Johnson said she attends to support Oakland\u2019s vendors and culture.\u00a0<\/p>\n
\u201cSafety is a concern to me as I\u2019m a young woman,\u201d she said. \u201cHowever, I find that First Fridays can be a family-friendly environment, and I would recommend coming earlier rather than later.\u201d\u00a0<\/p>\n
Infini Ford, owner of the Oakland-based apparel brand Oakland\u2019s Own, has participated in First Fridays for about a decade and said the focus is on community.<\/p>\n
\u201cWe see a lot of friends out here,\u201d Ford said. \u201cOur friends come out and meet other people. It\u2019s like family.\u201d<\/p>\n
While foot traffic has gone down since the pandemic, Ford said people who come out to First Fridays tend to enjoy it.<\/p>\n
\u201cA lot of people got a bad idea of what First Fridays is, versus when you\u2019re coming out here,\u201d she said. \u201cIt\u2019s always a good time.\u201d<\/p>\n