“Working In The City” is The San Diego Sun’s feature Q&A series with downtown San Diego business operators. It’s a way to get to know the city by meeting the people who work here. This is the ninth in an ongoing series.
Company: Divo Diva (3650 Fifth Avenue, Hillcrest)
Owner/Managers: Victoria Robertson (filling out survey) and Rosario Monetti
What we do: Open daily, we offer a small and elegantly comfortable European Cafe Experience – from coffee and pastries through breakfast and lunch ending with wine, pizza and gelato/dessert.
Specialty: Divo Diva’s Intimate Dinner Shows. We offer ticketed dinner shows tailored to San Diego’s culture-seeking crowd. Our 22-seat venue transforms into an intimate, East Coast-inspired supper club. Guests enjoy an exceptional Italian feast while being serenaded by the owners (Victoria Robertson and Rosario Monetti). The evenings feature a blend of opera classics and show tunes, with interactive sing-alongs like “That’s Amore” and Andrea Bocelli’s “Time to Say Goodbye.” It’s a culturally rich, unforgettable night of delectable food, captivating music, and a warm, exclusive atmosphere. Private bookings are available.
Company motto: “Come find your inner diva.”
My origin story: I moved to San Diego in 1997 to attend UCSD. My jobs led me to work and perform all around the world, but San Diego has been my home base for 27 years. Along the way, I competed in local pageants and was honored to be Miss USO San Diego. I performed with the San Diego Opera for 12 years and soloed with the San Diego Symphony and La Jolla Symphony. I’ve also performed at a San Diego Padres game, the Miramar Air Show and on four aircraft carriers. The nonprofit Opera4Kids that I founded brings opera to young audiences. And during the pandemic, I gained some notoriety by singing from my front porch.
Company start-up story: Divo Diva has been in business one year this month! During the pandemic, I met Rosario Monetti, a fellow opera performer, who had deep roots in the restaurant industry. Our shared love for music and coffee became the foundation of our friendship. Together, we envisioned a new kind of café, one that would bring together the best of European culture, delicious food and captivating music. This has been a thrilling adventure. It’s a testament to the magic that can happen when two people come together with a shared vision.
Monetti’s cred: He has been equally engaged in the community, serving as president of the House of Italy and music coordinator for the Italian Film Festival. He was voted most influential Italian by the Sons and Daughters of Italy San Diego branch and has performed for the Padres during Italian Heritage Day. Another game performance is scheduled for August 23.
Commute: I drive from North Park to work – sometimes across Balboa Park and sometimes down Robinson Avenue. It takes about 15 minutes.
Employees: 7.
Finding staff: As a startup we had trouble finding staff that was reliable, honest and willing to work hard and enjoy our cafe. We finally found an amazing team.
Regulars: We love our local regulars who support us. Especially Michael Welch who hosted his latest birthday celebration at Divo Diva. He’s a supporter of the community and a regular who’s helping us to spread the word.
Best aspects of working in Hillcrest: The neighborhood is vibrant, eclectic and inclusive. There’s something for everyone. Plus, Hillcrest’s proximity to Balboa Park and downtown San Diego make it even more appealing.
Worst aspects of working in Hillcrest: One of the ongoing challenges of operating a business in Hillcrest is homelessness. It can be difficult to distinguish between passersby and those who might disrupt our operations. This uncertainty affects both our customers’ comfort and our ability to maintain a welcoming environment. To address this issue, the city needs to allocate more resources, such as additional water stations and support services, to assist those in need. By providing these resources, small businesses like ours can better direct individuals seeking help and ensure a more stable and pleasant atmosphere for everyone. Enhanced support for the homeless population is essential for maintaining the neighborhood’s vibrancy and ensuring a positive experience for all who visit.
Parking: Always a challenge. We’re very lucky to share some dedicated parking spaces in our garage. We have enough spaces for our customers to keep the business flowing.
Most surprising part of working in Hillcrest: The rapid expansion taking place. Several condo projects are currently underway and more are on the horizon. As Hillcrest continues to evolve, it promises even more opportunities and changes for businesses and residents.
Big event boosts: Our business benefits greatly from events that draw crowds. The Gay Pride Festival brought a huge surge of visitors, and we’re looking forward to CityFest.
On a scale of 1 (easiest) to 10 (hardest), how is working with the city: 2. It’s not difficult, but time consuming.
How can the city be more business friendly: I’ve repeatedly reached out to the city about applying for startup grants. Unfortunately, I’ve been told that such grants are not available for small businesses. This is a situation that needs to change. We did, however, get one grant for storefront improvement. I urge the city to offer startup grants. By investing in community-centric enterprises, the city can ensure a vibrant and diverse local economy, benefiting everyone.
Favorite business that isn’t yours: We love our friend Café Bassam down the road. It’s open later than we are and has a beautiful, antique atmosphere – filled with dozens of tea mixes (and wine). It provides a great space for us to relax and unwind after a long day.
Best tips for running a small business: First, if your business is in an apartment building, it’s crucial to fully understand the dynamics with both the HOA and the landlord. Secondly, choose a location with heavy foot traffic. This can make or break your initial years. Lastly, immerse yourself in your community. Building strong local connections can lead to loyal customers who will spread the word and contribute to steady, reliable growth. SDSun
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