Vibe: Underground Chic | Grungy Luxury | Atmospheric Hideout
Persona SF is an edgy, subterranean social club and cocktail bar nestled in the heart of Lower Nob Hill. Located at 685 Sutter Street, this “swanky party hideout” invites guests to leave the outside world behind and descend into a sleek, dimly lit space designed by Craige Walters. The aesthetic is a deliberate contrast of rough, dark textures against gold accents and mid-century velvet lounge seating, drawing subtle inspiration from San Francisco’s counterculture and erotic cinema history of the 1960s and 70s.
Walking through the doors of Persona feels like discovering a well-kept neighborhood secret. The layout centers around a large, inviting U-shaped bar and features distinct “nooks,” such as the Sutter Cinema Nook and the Nob Hill Grotto. With its high-fidelity sound system and illuminated liquor displays, the venue transitions effortlessly from a moody after-work spot to a high-energy late-night lounge. It is a space designed for “individualism and freedom of expression,” encouraging patrons to adopt a new persona for the night.
Music: Persona’s music program is anchored by high-energy weekly residencies that transform the lounge into a vibrant social hub. Every Monday, Kyle Finley’s Dirty Works Jazz Jam brings professional bebop and hard-swinging soul-jazz to the basement stage. This is balanced by the groove-heavy sounds of Magic School Busk, a powerhouse ensemble that blends R&B, funk, and Afro-Cuban jazz to create an electric, high-octane dance atmosphere.
Craft Mixology: The cocktail program is renowned for reimagining classics with unconventional techniques. Signature drinks often feature bold ingredients like Palo-Santo-infused gin, mezcal with sherry, or unique mushroom-infused spirits, reflecting a commitment to avant-garde mixology.
Vinyl and Beats: When live jazz isn’t taking center stage, Persona plays curated records all night, ranging from electronic beats to deep soul, maintaining an “always on-point” musical atmosphere that keeps the basement humming.
Social Club Spirit: Beyond the drinks, Persona offers a pool table, complimentary popcorn, and a welcoming “all personas welcome” policy, making it as much a community hangout as it is a nightlife destination.
A Modern Nob Hill Anchor
Founded by a team of veteran San Francisco hospitality experts—including Juan Loredo and Jose Natividad (of Barrelhouse and Vinyl Room)—Persona has quickly become a cornerstone of the Lower Nob Hill scene. By blending the DNA of a historic speakeasy with a modern, daring identity, it provides a sanctuary for those who seek excellence in their cocktails and a little bit of mystery in their environment.
Turn your midweek slump into a vibe at Persona SF! Every Wednesday at 8 PM, the Magic School Busk brings an electrifying fusion of Funk, Soul, Latin, Afro, and more to keep the energy high all night long. Let the rhythm elevate your evening as this dynamic collective delivers a genre-blending experience that’s impossible to...
The Dirty Works Jazz Band brings its weekly jam session to Persona. Led by upright bassist Kyle Finley, these "Dirty Works & Friends" nights transform the North Beach venue into a buzzing jazz laboratory. Far from a casual background set, this is a professional performance environment where the house band sets a high bar before...
