Will Herrera Opened New Bar In Nob Hill
Olde Fashioned has debuted on California Street in a space with deep local history.
Updated on Oct. 13, 2026 in Cocktails
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Entrepreneur Will Herrera has opened a new cocktail bar called Olde Fashioned in San Francisco's Nob Hill neighborhood. The establishment is situated in a space previously occupied by the hangout Zhuzh and the 1960s tavern Traveler.
Why it matters
The bar aims to strip away the pretense often found in modern mixology spots. By keeping previous design elements, the owner focuses on community connection over total renovation.
The menu features a concise selection of six classic cocktails alongside four beers and three wines. The interior incorporates a footrest rail salvaged from the defunct bar Eddie Rickenbacker's.
The players
Will Herrera
He is a local entrepreneur who previously founded the San Francisco listening bar Harlan Records.
Olde Fashioned
This is a new cocktail bar located on California Street in the Nob Hill district.
The details
Retaining existing wallpaper and skylights helped lower demolition costs for the space, which dates back to post-1906 construction. The owner plans to refine the drink menu over time based on direct feedback from residents in the area.
Timeline
The site operated as a tavern named Traveler during the 1960s.
The bar Eddie Rickenbacker's closed in 2019.
Will Herrera opened the listening bar Harlan Records in 2022.
Olde Fashioned will celebrate its official opening in October 2026.
Culture Shift
Olde Fashioned reflects a broader industry movement toward intimate, neighborhood-centric venues that reject the formality of traditional high-end mixology. This approach mirrors the success of earlier projects like Harlan Records by prioritizing casual comfort over elaborate, high-concept branding.
Residents in Nob Hill can expect a new nightlife option that favors a relaxed atmosphere over formal service standards. The menu’s focus on a limited drink selection suggests a rotating experience as the owner incorporates customer preferences.
The takeaway
Smaller, thoughtfully curated menu lists allow owners to adapt quickly to local tastes rather than adhering to rigid, pre-set offerings. Patrons looking for a neighborhood haunt can benefit from supporting venues that repurpose existing infrastructure and local heritage.
What happens next
An exterior sign is scheduled to be installed next week, coinciding with the bar's official opening event.
Further reading
For more on the local drink scene, visit San Francisco Cocktails.
Source note: This article includes information reported by The San Francisco Standard.
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Do you prefer bars that adapt their menus to local tastes rather than set menus?
