Oakland's 51 & Tel bar has transformed slow Thursday and Sunday nights into bustling, high-revenue events by hosting popular watch parties for the reality TV show 'Love Island USA'.

In Oakland's Temescal neighborhood, 51 & Tel, a bar co-owned by brothers Benyam and Yonathan Yohannes, has turned previously slow Thursday and Sunday nights into bustling events thanks to "Love Island USA" watch parties. The bar, located at 5018 Telegraph Ave, which soft-opened in September 2024, has seen a dramatic increase in revenue and patronage since embracing the reality TV phenomenon.

Yonathan Yohannes noted that last summer, before the bar hosted its first watch party, "Love Island USA" was not on their radar. However, his brother's insistence on the show's draw proved prescient. What used to bring in a few hundred dollars on a slow night now generates thousands, with crowds of over a hundred people gathering to watch the Peacock series. "That kind of just got us a brand new audience and it kind of just was crazy," Yohannes told Berkeleyside, describing the unexpected success. The bar has even hired additional bartenders, a bar back, and security to manage the crowds.

The 51 & Tel space, adjacent to the Yohannes family's Ethiopian restaurant Asmara, represents a decade-long dream for co-owner Benyam Yohannes. Its transformation into a hub for reality TV enthusiasts showcases a clever adaptation to local demand. While specific seat counts and exact drink pricing were not available, the shift in atmosphere and revenue highlights how a targeted entertainment offering can redefine a venue's business model. This movement reflects a broader trend of communal viewing experiences revitalizing local establishments.

The bar's embrace of a niche cultural event has not only generated significant revenue but also fostered a dedicated community. Jamila Smith, a regular, praised the "vibes" and "good reaction" from the crowd, while Cholita Linda cashier Ciena Brooks observed lines forming across the street as patrons eagerly awaited the show. This Oakland establishment demonstrates how strategic programming can create a thriving business and a lively local scene, even around unexpected passions.