Tucson’s desert sunsets and outdoor charm have long drawn visitors, but in recent years, the city’s nightlife and college culture have attracted a new kind of attention: influencers.

From TikTok stars to reality TV personalities, celebrities are descending on University of Arizona bars and local hotspots, turning quiet college hangouts into viral event destinations and leaving students and longtime locals navigating the line between excitement and overcrowding.

The University of Arizona has become a hot spot in recent years for influencers to host their events. Last year, Gentle Ben’s hosted Kendall Jenner promoting her brand 818 Tequila as part of “Kendall's College Tour.”

This year, musician Yung Gravy performed at Gentle Ben’s as part of Urban Outfitters’ kick-off party, and "Love Island USA" season seven contestant Nicolas Vansteenberghe partied in a Wildcats basketball shirt as part of GreekFest’s America’s College Party Tour.

“U of A has definitely been known to be a party school. I think that celebrities also enjoy the party culture, and it's what's going to get the views on social media, as well,” said Richard Fifer, owner of Gentle Ben’s, Bacio and Agave House, all located on East University Boulevard.

Gentle Ben’s has a longstanding relationship with the Tucson community, especially with the student population. Fifer explained that college towns like Tucson are a targeted destination for liquor brands to market their products.

“They see a college bar as a great opportunity to reach that population,” Fifer said.

Gentle Ben’s is part of the College Bar Alliance, a network of U.S. college bars that partner with liquor brands and other companies to promote nightlife through large events and bar crawls.

Scented Leaf Tea House, a few doors down from Gentle Ben’s, is also popular among  students and has collaborated with college-aged influencers to promote its beverages.

“Social media is so integral to our society now that I think using it as a tool to boost your engagement… is a smart idea,” said Maren Flynn, general manager of the Scented Leaf’s University Boulevard location.

Scented Leaf has partnered with Baddie Benito, a UA freshman who has over 400,000 TikTok followers, to promote its beverages.

Carter Bryant, a former UA basketball player drafted by the San Antonio Spurs earlier this year, spent a day working as a tea-tender, making drinks and greeting fans.

“We had a line that wrapped all the way around the corner… just to see him,” Flynn said. “It was a very positive experience and I think the students like seeing someone so close to their age and who's doing super-well in life right now be successful.”

As social media increasingly shapes trends, Tucson businesses are turning to influencers to reach younger audiences.

But the presence of these online personalities has sparked mixed reactions in the city.

Alyia Armand, a UA student majoring in communications, has conflicting beliefs about influencers. On one side, she believes influencers are good resources for businesses.

“Usually I'm pretty negative about influencers, but lately I've been able to see a silver lining with them that they've really energized the community and they're like getting people excited to be in Tucson and participate in our community,” she said.

On the other hand, she feels annoyed that influencers keep blowing up all her favorite spots.

“I'm glad that all my favorite spots are getting the recognition they deserve. But also, I would like to be able to order my drinks and go sometimes without having to wait in a line of people or deal with a bunch of people taking pictures,” she said. “I have places to go and things to do.”

Armand has watched every season of "Love Island", but it wasn’t until the most recent season that a Tucsonan, Hannah Fields, was featured as a contestant.

“When (Hannah) said (she was from Tucson) on the TV, me and my sister's jaws were on the floor. We're like, ‘Oh no, do we know her? What school did she go to? Where is she from? Who do we know who knows her?’” Armand said.

Fields, a 23-year-old medical student and bartender, also competed on "Love Island USA" season seven. When she returned to Tucson, she shared some of her favorite local spots with her 3 million followers on social media.

One of the places was Brucha, a boba cafe in Tucson and one of Armand's favorite places to get matcha.

After Fields shared it with her followers, Brucha’s popularity surged.

“As soon as I saw that, (I thought) I'm never going to be able to drink any of my favorite drinks ever again in peace,” Armand said. “I was so mad because literally I came (to Brucha) in the same week that that happened and that she tried it and it was insane. It was so busy. It was so loud, and I was so overstimulated.”

Beyond seeing her favorite matcha spot become a viral destination, Armand believes influencers have shifted Tucson’s narrative from “there’s nothing to do” to a city where people are excited to explore, try new things, and engage with the local community.

Diana Ramos Sacaria is a University of Arizona alum and Tucson Spotlight reporter. Contact her at dianacrsacaria@gmail.com. 

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