Cafe by Day, Opera Stage by Night: The Magic of Divo Diva

After meeting each other during the pandemic, opera singers Victoria Robertson and Rosario Monetti have opened Divo Diva Cafe in Hillcrest, at the corner of 5th and Pennsylvania at 3650 Fifth Ave #104.

The cafe opened last summer in the former home of Pappalecco, offering plenty of coffee, food, and incredible music. Divo Diva Cafe offers everything from breakfast food and pastries to paninis and salads. Divo Diva also provides the two business owners an intimate space to perform several times a month for guests during their unique ticketed “Opera Dinner Shows” while patrons enjoy homemade Italian meals. What Now Media Group recently caught up with Robertson and Monetti to learn more about his journey and how things have been going since the cafe opened.

Q: How did you get into the industry? Did you always know you wanted to own a business?

A: We both come from professional opera singing backgrounds but have always had a side passion for business. Rosario grew up in the restaurant industry, starting a restaurant in Italy with his father as a young adult. Victoria, on the other hand, has run several small businesses, from children’s entertainment to television production and even virtual reality. Starting our café, Divo Diva, felt like the perfect way to blend our skills—bringing together great coffee, food, and music to create a unique community space.

Rosario was more familiar with the ins and outs of the restaurant business, having done all jobs after moving to the U.S.—from cooking to waiting tables to managing—giving him a comprehensive understanding of the industry. Victoria, however, brought expertise in the structure of running a small business, from marketing and events to budgeting and project management. This combination of skills made our partnership a perfect match and allowed us to create a cafe that reflects both our passions and professional strengths.

Q: Where did the idea for the business come from?

A: We met later in life during the 2020 pandemic. Victoria had become well-known in San Diego during the Covid crisis for her weekly Sunday porch opera concerts, performed from her blue house in North Park. These concerts gained international and local attention, providing comfort and joy to neighbors during a difficult time. Meanwhile, Rosario had recently purchased the Meshuggah Shack coffee shop in Mission Hills, which stayed open during the lockdowns and served the community. Inspired by the success of Victoria’s porch concerts and the outdoor space next to Rosario’s cafe, we teamed up to create Concerts at the Shack—free weekly performances featuring top local bands. These events showcased genres like swing, jazz, reggae, rock, Latin, and more, running for two years and bringing joy to a city in need. It was during this time that the idea of opening a place together emerged, starting as a side project but quickly becoming a full-time passion.

When this charming location in Hillcrest became available, we jumped at the chance to create a welcoming gathering space for the community, connecting neighborhoods like Hillcrest, Bankers Hill, Mission Hills, and North Park. What began as a simple yet elegant coffee and pastry shop soon grew to include breakfast, brunch, and lunch offerings. Victoria designed a European-style interior, inspiring the creation of their signature “Opera Dinner Show”—an intimate dinner experience like no other in San Diego. Guests purchase tickets to enjoy a homemade Italian meal complete with appetizers and Prosecco, all seamlessly interwoven with a fun and vibrant opera performance by the two of us, often including themes like Italian Opera, Classic Broadway, and Phantom of the Opera.

It has been an incredible journey to combine our love for food, music, and community into something so unique and special.

Q: How have things been going since you opened? 

A: Since opening in Hillcrest, it’s been a journey of growth and connection. When we first opened, we didn’t know many people in the immediate area, having mostly established ourselves in Mission Hills, North Park, and Little Italy. Now, we’re starting to feel like a staple in our corner of Hillcrest, especially at Fifth and Pennsylvania. We’re building a loyal customer base with locals, and we’ve received wonderful reviews that are encouraging travelers and other San Diegans to visit.

It’s been a slow process, though, as we don’t have a huge marketing budget. As a small, family-run business, we don’t have the resources of larger companies, so our growth relies heavily on authenticity and the quality of what we offer. That means we, the owners, are very hands-on and present, building relationships with our neighbors and customers. When we took over the business, there was no existing customer base, so we really started from scratch to rebuild a community. Little by little, word is spreading about our great service, beautiful atmosphere, and friendly staff, and we’re excited to see the steady growth.

Q: What’s the most challenging part about opening a business?

A: The most challenging part of opening a business is navigating all the details and managing the many moving parts. From finding the right vendors and negotiating the best deals to recruiting and training a loyal, reliable staff, it can be overwhelming. Managing expenses while waiting for cash flow to come in is also tough, especially in the beginning when there are so many upfront costs, such as branding, interior design, and employee training. We definitely made a few mistakes with vendors at first, learning the importance of shopping around for the best deals and realizing that we had options. The sheer number of vendors vying for your business can be overwhelming at times.

Even with our prior business experience, every venture presents its own unique challenges. For example, unlike some new restaurants that get a few months of free rent from supportive landlords, we had to pay full rental expenses right from the start. Marketing is another challenge, especially when trying to stay within a reasonable budget. Fortunately, we were able to secure a small business loan and are now looking into grants to help balance out our startup costs. Another trial specific to Hillcrest right now is the ongoing construction in the neighborhood. While it’s inconvenient in the short term, we’re optimistic that once the new apartment buildings are completed, more foot traffic will be on our corner.

Q: What do you think is the most rewarding part about opening a business? 

A: The most rewarding part of opening a business is the sense of fulfillment that comes from creating something of our own. There’s a certain type of person who thrives on the independence and responsibility of being their own boss, no matter how tough the journey. Both of us have always loved the challenge of owning a business. For Rosario, who’s spent years working in restaurants, owning his own place brings a new sense of empowerment. For Victoria, who’s always had her own businesses, it’s the creative freedom that she enjoys.

The real reward comes when everything runs smoothly and we see happy customers flowing in and out of Divo Diva Cafe. Our favorite moments are when the cafe is packed, everyone’s smiling, and the atmosphere is buzzing with energy. It’s like welcoming people into our home for a special experience. And, of course, since singing is one of our biggest passions, the ability to host beautiful dinner shows is both exhilarating and deeply meaningful for us—and for our guests as well.

Q: Anything else you’d like people to know?

A: At Divo Diva, we’re not just a beautiful daytime cafe, but on special evenings each month, we offer our opera dinner shows that will leave you with memories for a lifetime. As professional opera singers, we have the unique privilege of not only hosting but also performing throughout these ticketed evenings, creating an intimate and unforgettable atmosphere. Picture this: a beautifully crafted homemade Italian meal, paired with appetizers and Prosecco, all while enjoying live opera sung by us—Rosario and Victoria—right at your table. It’s an experience that blends the fun of opera and Italian songs with the joy of authentic homemade Italian meals in a way that simply can’t be found anywhere else in San Diego.

We’re at the cafe every day, from 8 a.m. to 4 p.m. (to 6 p.m. Friday, Saturday, and Monday), serving up the best Italian coffee and fresh meals. We have custom drinks like the Kingly Nut and Barbie Forever, we serve beer and wine all day, and we even host a free Italian Conversation mixer every Monday 5 p.m. – 7 p.m. The intimacy of our space allows for personal connections and, on occasion, such serenades by the Divo and Diva. We are also the perfect-sized space for corporate buyouts and private parties. We have even hosted some amazing themed High-tech experiences.

The best way to find out about all of our beautiful coffee, food, and events is by signing up on the email list on our website, www.divodivacafe.com, and also following us on Instagram @DivoDivaCafe.