By Marcy Clark, Stretchy Pants Food Tour Guide, editor of VisionaryMafia and Founder of Marcy Clark PR & Events
The Bay Area Travel Writers (BATW) recently gathered within the historic walls of San Francisco’s Ferry Building for a compelling meeting that offered not just updates, but a revealing look into the city’s revitalized tourism strategies. Kicked off by co-chairs Laurie Armstrong Gossy and Ruth Carlson, the gathering was a font of information and inspiration, showcasing presentations from key figures driving San Francisco’s renewed image and attraction efforts.
The 126-year-old building (a survivor of the 1906 Earthquake) has never been more enlivened with activities and relevance. On the sun-dappled first Saturday in June that we visited, the market was hosting its revered farmer’s market and also featuring a Juneteenth marketplace that was so hopping even Mayor Daniel Lurie was in attendance.
Ferry Building: A Hub of Innovation and Tradition
Lillian Brauner, Director of Programming and Events for Hudson Pacific Properties, highlighted the evolving dynamism of the Ferry Building. She spoke of the exciting new tenants that have recently taken up residence, enriching the Marketplace with their unique offerings. “We’re thrilled to welcome Lunette (Cambodian), Bernal Cutlery, and Fatted Calf (charcuterie, butchery, and specialty shop),” Brauner stated, “each adding to the unique tapestry of our Marketplace.”
She also offered a glimpse into the building’s vibrant events calendar. “We have ‘Love Bites’ coming up in February, the ‘Summer Bash’ in June, and the ‘International Tea Festival’ this fall. There’s always something happening here.” Additionally, Brauner shared news of two eagerly anticipated restaurants: Arquette, set to occupy the iconic Slanted Door space, and NOPA Fish. A16 La Pala (Pizza & Alimentari), Peaches Patties (Jamaican) and Gotts Cookies are also expected to be foodie draws. The second floor’s versatility and architectural uniqueness was also highlighted, with its availability for private events and its role in hosting community activities like the popular bi-monthly vintage show. See the slides for Brauner’s presentation here.
San Francisco Travel Unveils “Believe in San Francisco” Campaign
A highlight of the meeting was the fun and feisty interview of Anna Marie Presutti, President and CEO of San Francisco Travel, by Lori Lincoln, VP of Global PR & Media Relations for San Francisco Travel. Passionate and unapologetic about San Francisco’s beauty, uniqueness and ability to thrive, Presutti had tough words for the media and outsiders criticizing the City by the Bay.
Presutti introduced the organization’s new brand platform, “Believe in San Francisco.” This initiative aims to reignite local pride and draw visitors by showcasing the city’s resilience and positive attributes. “We want to tell the true story of San Francisco,” Presutti emphasized. “We believe in this city, and we want the world to believe in it too.” The campaign features a powerful hero video and with an inspiring narrator to deliver its uplifting message.
Presutti underscored the critical importance of tourism to San Francisco’s economic health, illuminating how hotel tax revenues fund vital city services and marketing initiatives. “Tourism is the lifeblood of our city,” Presutti said. “The revenue generated supports everything from public safety to cultural programs.” She also enthusiastically mentioned upcoming major events that will put San Francisco in the global spotlight: the NBA All-Star game, Laver Cup, the Super Bowl, and the FIFA World Cup. “These events will not only bring in visitors but also showcase the best of what San Francisco has to offer.”
Key Takeaways and Actionable Insights
The BATW meeting provided valuable insights into the complex dynamics of San Francisco’s tourism scene:
- New Faces and Voices: The meeting welcomed new members, including representatives Kim Bardakian of BarCom Communications and TownLove , Beth Javens of Visit Concord and Kara Ricciardi and Marcy Clark (me!) from Stretchy Pants Food Tours.
- Positive Messaging: A strong emphasis was placed on the need to counteract negative narratives with positive stories and experiences. “We have to actively share the good news and show the world the vibrant, welcoming city that San Francisco truly is,” Presutti asserted.
- Affordability and Experiences: While acknowledging the city’s high costs, there was a push to promote affordable experiences and the unique attractions San Francisco offers. Presutti stressed the importance of offering diverse options, stating, “It’s not just about luxury; it’s about creating memorable experiences for everyone, regardless of their budget.”
- Downtown Revitalization: Significant efforts are underway to revitalize downtown San Francisco, with new stores and events aimed at drawing people back to the area.
- International Focus: While collaboration with nearby destinations exists, the primary focus remains on promoting San Francisco as a distinct international destination. “We have a unique brand and culture that resonates globally,” Presutti affirmed.
- Small Business Support: The need to support small businesses and integrate them into SF Travel’s marketing was a key discussion point. Presutti said, “We need to ensure our small businesses are part of the conversation and are benefitting from our promotional efforts.”
Great recap, Marcy. Thanks!