ElevateSF Magazine October 2023

ISSUE #1 | OC TOBER 17TH , 2023

E L E VAT E S F MARQUIS MOMENTS

The Reveal

H ISTORY OF TH E MARTI N I

At The San Francisco Marriott Marquis

CU LI NARY OPTIMIST Meet our culinary maestro, Executive Chef David Hollands

ALWAYS SAN FR ANCISCO SF Travel’s Nicole Rogers is Ready for Primetime

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CONTENTS

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And better than ever!

Our Director of Sales & Marketing explains why San Francisco is back on top.

A one-on-one with our General Manager, John Anderson

WE’ RE BACK

THE AMBASSADOR

A S A N F R A N C I S C O M A R R I O T T M A R Q U I S P U B L I C AT I O N 7 8 0 M I S S I O N S T R E E T | S A N F R A N C I S C O , C A 9 41 0 3 41 5 - 8 9 6 -16 0 0 | M A R R I O T T. C O M / S F O D T PUBLISHER/EDITOR KRISTIN HANKINS EDITORIAL CONTRIBUTOR DAN PULICK C R E AT I V E M A N A G E R S C E L I A TA M A S H I R O MITCH ELL DE SIGN LI N K 2

TOU R OU R SPECI A L E V E N T S PA G E

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The famous story of our martini that rocked the city and now lives in infamy.

Exploring the vibrant bar scene of San Francisco and offering up some amazing favorites.

SHAKEN BUT N OT S T I R R E D

S I P, S AV O R & S WAY

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C U L I N A RY OPTIMIST

Deep dive with us into the life and love of food from our Executive Chef David Hollands.

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D I N I N G FAV O R I T E S Explore the diverse and delicious culinary scene of San Francisco.

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NICOLE ROGERS I S R E A DY FO R PRIMETIME!

Chat with our Resident Optimist and Chief Sales Officer as to why great things are happening in San Francisco.

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E VENT CALEN DAR So many great things to see and do - go beyond!

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W E ’ R E B AC K A N D BETTER THAN EVER KRISTIN HANKINS - DIREC TOR OF SALES & MARKETING

I spent eight years in San Francisco during the first tech boom in the late ‘90s and early 2000s, and after eighteen years in New York, was excited at the opportunity to return to the city that I loved and, even more, to lead the sales and marketing efforts for the San Francisco Marriott Marquis, an icon in San Francisco since 1989. When I arrived at the end of 2021, I was instantly invigorated, glad to be back and couldn’t wait to get started leading the charge of our recovery out of the pandemic. Here was the largest Marriott hotel on the West Coast, a towering presence in the downtown community, and yet it felt fresh and inviting the minute you walked through the revolving entrance on Mission. There was a clean, modern line in the design elements that seemed to pay homage to the city being the epicenter of the world’s tech brain-trust. The under-lighting and subtle variety in the color palette felt a nod to San Francisco’s multicultural neighborhoods, the topographical relief patterns of the textured surfaces and the sight lines into the café and up to the atrium an echo of the majesty of the great natural recreational resources of our forests and coastline. I had been told of the transformation the hotel was given in 2019, and here it was, still brand-new as a result of the COVID shut-down in early 2020.

This feeling can be applied to our entire experience as a hotel from late 2019 to now.

We’ve been here, fully renovated, always operating, going through the ups and downs of the last three years arm-in-arm with our community and as we all complete the “comeback” from the darkness of the pandemic, we find ourselves reminding people that actually, we never really left!

Get familiar with the three pillars that showcase our hotel and our great city.

1. Local F&B Our Farm-to-Table mandate of working with local purveyors to source the best ingredients commensurate with the city’s high restaurant standards. Did you know that San Francisco has the most Michelin Star restaurants in the country?

2. Sustainability Full partnership with the city’s efforts to be the greenest city in North America.

We’ve recently earned a California Green Seal for Sustainability.

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3. Embracing Our Community Our extensive out-reach initiatives and our central role hosting some of the most important conferences in the world. Dreamforce and RSAC in tech, and the coming APEC Conference, this November.

On the last, we are so very honored and thrilled to the gills that APEC is coming to San Francisco this fall! The Asia-PacificEconomic-Cooperative is truly one of the world’s most important trade alliances which makes it in many ways one of the world’s most influential economic players. Considering that it’s been twenty years since APEC was hosted in the U.S., it is a huge responsibility to have these twenty-one nations, as well as President Biden and Vice-President Harris, represented here in our city. But it’s one we are proud to rise up to.

So that’s everything we hope you’ll discover in the following pages: the city as it actually is now, rebounded from that challenging time, vibrant, innovative, and celebrating the future. And we’ll help you discover all the ways you can experience both its timeless wonders and the newest results of the creative forces that sprouted from its time during the shutdown. You’ll meet some of the people at the Marquis that are leading the effort both on-property and in the downtown community, and you’ll be given a guide of all that’s going on in town in the coming weeks.

We can’t wait to show you what’s got us so excited!

Kristin Hankins San Francisco Marriott Marquis

Want to learn more about San Francisco?

Follow these pages on LinkedIn to access current and accurate updates on San Francisco #SFTravel San Francisco Travel Association | LinkedIn #SFGold San Francisco Gold: | LinkedIn #SFmarriottmarquis Marriott Marquis San Francisco| LinkedIn

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THE AMBASSADOR

One-on-one with John Anderson

G E N E R A L M A N AG E R - S A N F R A N C I S C O M A R R I O T T M A R Q U I S

John Anderson started his hospitality career by literally jumping ship. Thirty years old and a Cruise Director for Norwegian Cruise line, John found himself in-port and presented with a life changing opportunity: to become the Star Meeting Concierge for the historic Westin St. Francis Hotel and provide travelers from all over the world the Red Carpet experience.

That was twenty years ago and he’s never looked back. In the interim, John learned the hotel business and its culture as he took posts in Scottsdale and Las Vegas and back here in the city by the bay where he oversaw a major transition at the Parc 55 from its previous incarnation as another brand. What he learned in that time was invaluable in preparing him for the Marriott Marquis. Mainly, that Marriott is a stable force which supports its people on the ground so they can provide the premium experience that travelers have come to expect.

John was drawn to hospitality right out of college. “Most of the time, hospitality is a world of positive experience. It’s a closed system—a positivity cycle that feeds itself: you provide good service and the guest’s gratitude reinvigorates and reinforces you to want to do it again.” For John, it’s always been about relationships and people. “It’s not a secret that we are in the people business. So we don’t run from that. We use something called a Service Profit Chain: put people first, remain outward focused, and the profitability takes care of itself.” John makes this guarantee about their working motto: even on the worst day, something good always happens because of it.

Everyone knows how hard cities around the nation were hit by the pandemic. None more so than San Francisco. When asked about this, John surprisingly lights up with energy. He sees everything as an opportunity to make the world a better place, and so too, the recovery of the city. “I won’t lie: we were hit hard. But again, it comes down to relationship building.

One personal connection at a time. So it’s about getting out there, on the street.”

John’s vision for the city? “An Open Welcome Back to the Bay.” He knows how unique an experience San Francisco is. In conjunction with the city, John sees facilitating visitors’ exposure to the unique wonders of the city as the quickest way to rebuild its reputation.

“I want visitors to experience something they can’t experience anywhere else so that we’re universalizing the personal.”

John is a huge advocate for, and supports from his Chair position on the SFTID, the city’s latest initiative, The Ambassador Program. A private-public partnership in the very best sense of the word, the Ambassador Program works to both bring out what is most special about San Francisco while also directly attend to the places where it’s most hurting and most in need. Employees and executives from all sectors of commerce stand post on the streets wearing identifiable orange vests to help facilitate city-wide events and support both business and leisure visitors as they head out into the city. Working in conjunction with the mayor’s and the district attorney’s 6

offices, and, the Chief of Police, these ambassadors are strategically positioned in high-tourist areas and present a friendly, informative face and a personal helping hand.

“The Initiative has been a revelation. My post is the corner of Mission and 4th Street. I put that orange vest on and get to meet all the conventioneers headed over to Moscone Center. Day by day, person by person, interaction by interaction, we are literally changing not only the perception of the city, but the reality of it as well. I have tried to apply these principles with my staff here at The San Francisco Marriott Marquis. We preach ‘Own Your Environment’. That can be a simple security sweep of the block and alley at night, or, taking a moment to inquire what an indigent person may need and help them locate the resources in the city to get help. But compassion doesn’t equal complacency. So we: Stay Curious. Stay Open. Stay Focused on the person in front of us, and we can actually change our world for the better.”

John’s vision for the hotel is simple: Be the premiere destination for convention and leisure customers. He sees this as a no-brainer for this reason: John believes the San Francisco Marriott Marquis is the Jewel of the West. He preaches taking pride in how extraordinary the hotel is and urges his staff to appreciate the value of working in such a building and for such a company.

“I believe this is a beacon of excellence in the west.

And if it is, then the challenge is before those of us who work here: are we willing to rise up to that standard every day?” He thought about his question and s miled finally, “I know we are.”

Written by: Dan Pulick

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SAN FRANCISCO MARRIOTT MARQUIS IS TRENDING

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COOL THINGS ABOUT

SAN FRANCISCO ✔ THE FORTUNE COOKIE WAS CREATED HERE AND WE HAVE THE OLDEST AND LARGEST CHINATOWN IN NORTH AMERICA. ✔ OVER 400 CITY PARKS AND THE GOLDEN GATE PARK OUTSTRIPS CENTRAL PARK – RUN WALK AND PLAY IN NATURE ✔ THE YERBA BUENA DISTRICT IS KNOWN AS OUR ARTS AND CULTURE DISTRICT AND HOME TO SAN FRANCISCO MoMA, MoAD & THE JEWISH MUSEUM. ✔ NAMED TOP US DESTINATION BY GAY TRAVEL AND TOP 25 MOST BEAUTIFUL CITIES BY TRAVEL AND LEISURE 2022 ✔ SFO RANKED BEST INTERNATIONAL AIRPORT

BY WALL STREET JOURNAL - NOV 2022

SC A N CO D E FO R V I R T UA L TO U R O F T H E SA N F R A N C I SCO M A R R I OT T M A RQ U I S 9

SHAKEN

BUT N OT STI RRED

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34 YE A RS A N D STI LL SH A K I N G TH I N G S U P The San Francisco Marriott Marquis opened on October 17, 1989, the day of the Loma Prieta Earthquake, a Richter-magnitude 6.9 event.

Constructed with better earthquake-proofing than several nearby buildings, our hotel only lost a single window. On that day, we opened our doors and our hearts to the displaced residents of San Francisco and solidified ourselves a s a staple retreat and gathering-point in the heart of the city.

Though the building came through the quake intact, all the glassware above the bar in the View Lounge crashed to the floor. A lone martini glass survived.

And you can find that single glass on display in the View Lounge today, up on the 39th Floor. The Martini Glass of ‘89 represents our resilience and unbreakable spirit and commitment to our community and guests.

The history of the martini can be traced back to the late nineteenth century jaunts of Old San Francisco. The drink appears in the 1887 manual of Jerry Thomas, who tended bar at the opulent Occidental Hotel, down on Montgomery near the Embarcadero. Many believe the drink originated behind that high-polished bar above the beer-soaked sawdust, as early as the 1860s, where it would have been consumed by travelers on their way to the pier or rail depot and points-east of the bay. Others attribute the cocktail to world-famous San Franciscan mixologist, William Boothby, who, in his 1907 bartenders’ guide The World’s Drinks And How To Mix Them, provides perhaps the earliest recipe for the “Dry” Martini Cocktail.

Either way, we’re pretty confident the Martini is a bebida de la ciudad, a drink of our city and the perfect choice for a signature cocktail.

Here at the View Lounge, in honor of our opening date, we have created our Signature Martini. Please join us for Martini Mondays.

A portion of the Martini Monday’s proceeds will go towards Children’s Miracle Network Hospitals.

2 oz Treecraft Distillery Lavender Hibiscus Gin* .5 oz Grand Manier .5 oz Lemon Juice .25 oz Simple Syrup Build, shake, enjoy. #theviewsf #shakennotstirred #martinimonday

*Located nearby on Treasure Island in San Francisco Bay, Treecraft Distillery makes small-batch craft spirits using locally sourced ingredients to create the perfect grain-to-glass gin, vodka, rum, and whiskey. Their craft spirits are made with meticulous attention to detail using only fresh, natural, local ingredients that are environmentally friendly. As one of only two certified LGBTQ-owned and operated distilleries in the United States Treecraft Distillery celebrates diversity and is a proud member of the NGLCC.

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Sip, Savor & Sway SA N FR A N CISCO’ S B E ST BA RS U N V EI LED

San Francisco has a vibrant bar scene with a wide range of options to suit various tastes. Here are a few of our in-town favorites, a mix of the hip and the historic, starting with The View Lounge, of course!!

VIEW LOUNGE: SAN FRANCISCO MARRIOTT MARQUIS: Well, obviously we had to start with this one!

Our rooftop bar offers stunning panoramic views of the city. Known for its upscale ambiance, craft cocktails, it’s a great spot for enjoying the sunset. This is THE place to start or end your evening with a Martini and a view.

IRON HORSE COCKTAILS ON MAIDEN LANE (UNION SQUARE): Located on Maiden Lane, this hidden gem is known for its creative cocktails and intimate ambiance. The bar offers a selection of carefully crafted drinks in a cozy setting, making it perfect for a more refined cocktail experience in the Union Square neighborhood COMSTOCK SALOON (DOWNTOWN/NORTHBEACH): For a taste of old San Francisco, head to the Comstock Saloon. This historic bar in North Beach offers a speakeasy-style atmosphere, classic cocktails, and live jazz music.

LOCAL EDITION (UNION SQUARE): Located in the basement of the historic Hearst Building, this speakeasy-style bar pays homage to the city’s newspaper history. It’s retro vibe and traditional-style cocktails will take you back to eras of old, all with a cosmopolitan edge.

They also offer live jazz music on some nights.

BARTLETT HALL (UNION SQUARE): Situated in the historic Bartlett Building, this bar and restaurant features a stylish Art Deco interior. Known for its mixologist magic, it offers a menu with both classic and innovative drink options.

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NOVELA (SOMA): Novela is a unique bar that takes inspiration from classic literature. A proto-typical library bar with your standard stacks decor, the menu features cocktails named after famous novels.

It’s a trendy spot for creative drinks.

DIRTY HABIT (SOMA): Located accross the street from The Marrriott Marquis, Dirty Habit is a swanky rooftop bar with a stylish, modern setting. It’s known for its craft cocktails and is a great place for socializing.

PRESS CLUB (SOMA): If you’re into wine, Press Club is your spot!

A wine bar that offers a diverse selection of wines from California and around the world.

It’s chic, it’s underground, it’s sophisticated.

Located on Yerba Buena Lane; just outside the side entrance of the Marriott Marquis HOUSE OF SHIELDS (DOWNTOWN): House of Shields is a classic San Francisco institution with a rich history that dates back to 1908. It’s dark wood paneling interior has been masterfully preserved and compliments the long mahogany bar and vintage decor that harkens back to the city’s earlier days. A great place to savor classic cocktails and immerse yourself in the ambiance of old San Francisco.

From rooftop views to speakeasy vibes, these bars offer a wide range of ambiance and drink options. Whether it’s Downtown, Union Square, or SoMa, enjoy exploring San Francisco’s bar scene!

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Culinary Optimist CH EF DAV I D H O LL A N DS

In the summer of 1988, a young line-cook watched every day as the San Francisco Marriott Marquis was built, sitting in commuter traffic in his beat-up Buick Regal, and told himself, “I’m gonna be the chef there.” Twenty-two years later, he made that bold declaration a reality. David Hollands has been the executive chef at the San Francisco Marriott Marquis ever since. Hired as part of the opening line-staff in the fall of 1989, Chef David paid his dues learning the culinary craft up through the ranks of the Marriott family of properties, all of it an apprenticeship preparing him to take over the helm at the San Francisco Marriott Marquis.

Chef David prides himself on not only his thirty four years inside Marriott, but his long tenure at this property. Much of his team is legacy talent as well. His pastry chef, Chef Loan Co, was also an opening staff member back in 1989 along with three other members of the kitchen: Purchasing Supervisor Bill Holt, Opening Supervisor Chef Rego Paiz who David says “holds the whole kitchen together,” and Banquet Chef George Kwong. That collective longevity is all but non-existent in the industry these days, and provides a unique advantage in creating a distinctive dining experience. “You develop a certain shorthand. Not only in executing a menu, but in the big picture, in the vision of what we’re trying to be as a staff, there’s a simpatico sensibility that is intuitive between us.”

David has also noticed the continuity has built up a confidence over time, they in themselves, and the guests in their product. “It’s sort of a guaranteed byproduct of working together this long, that you gain confidence in your techniques and in your ability to stay fresh and creative. And in turn, the guests develop trust in us. They know that whatever the theme or concept, it’s going to meet a certain elevated standard. And because of that, we develop confidence in them, too. In their willingness to go on that journey with us each time, which sort of closes the circle.”

At the heart of everything, then, is an ability to build relationship. David’s Executive Sous Chef is Bernardita Gotis. Bernie, as she is called, grew up in Southern Philippines in 14

a large family and tells us that what made her leave her job as Executive Sous Chef at the W to come to the Marquis was a blatant sense of family. “I know it’s a cliché to say everything successful is about relationships.

But it just is! There’s no reason to obscure that. David had built an environment that relied on positive support and a real sense of collaboration. I wanted to be a part of that.” Chef David adds, “We are building relationships just like every other successful part of the hospitality business. We’re just doing it via food. And as we do, we take on a certain responsibility to those relationships.

To the guests, to the community we live in, to the greater city. Our philosophy and our practices must honor these relationships.”

What excites David most is how the relationships spark creativity and vision.

The organic nature of being part of a city, staying connected to the shifting dynamics day to day provides an endless supply of new criteria to consider, challenges to rise up to, and inevitably stretches his perspective on what’s possible. “In the end, you have to marry craft and inspiration. But craft comes first. If you don’t have bona fide chops, you’re dead at square-one. When we brought Bernie in, it was her vocational spirit—Bernie left photography to become a chef and has an endless curiosity about other cultures and world cuisine. But she also had this meticulous approach to execution that came in her training. Thosetwo qualities are really a prerequisite.”

This Russian Doll approach with regard to culinary technique ensures that the staff ’s ingenuity and imagination is optimized: in short, that if you can think of it, you can also make it happen and deliver it to the guest.

When asked about his vision and style, Chef David quickly replies, “Elevated California-Fresh.” Then he hesitates.

“The truth is, it has to be special. It has to feel special. Even a banquet meal has to feel elevated. That’s really what we mean by being creative. So we are farm- and sea-to-table and work intimately with local purveyors to build menus that make those particular guests feel like it was designed and prepared for them and them alone.” Chef Gotis adds, Written by: Dan Pulick

“I grew up in a big family where food and nature were rooted in each other and farmto-table living wasn’t a trend but a way of life.

So it shapes every culinary decision we make.”

SUSTAINABILITY MADE SUSTAINABLE When asked if staying local makes sustainability easier, David again hesitates.

“A lot of people want to say they’re doing something about sustainability, but ultimately end up contributing to the problem. This is a huge building with a lot of guests to feed. So, sure, absolutely, working with the local farmers and suppliers helps a ton to cut down on waste, but you have to really analyze your needs to maximize your resources. Say I have a banquet for a thousand people. Well, I can’t feed them all grass-fed filets. You get ten to twelve filets per cow, tops. It would be unconscionable to do that. So it’s finding the sweet spot. It’s really another way we are tasked with using our creativity.”

Chef David lights up most when he discusses the outreach they’re doing at the Marquis with the community. Repurposing the food after an event in as many ways as they can.

First, bringing it to the in-house cafeteria.

Then, the hotel is a member of Chefs To End Hunger. So both unused produce and surplus prepared food is shipped to local soup kitchens. “Our diversion rate is 90%, which is really strong comparatively speaking.”

The hotel works closely with San Francisco Recology, the leading salvage and resource recovery company in the city. “Everything is recycled and composted for recovery by Recology. It’s actually something I’m proud to be a part of precisely because it is so far ahead of any other process in the country.”

When asked about his process for building a menu, Chef David looked across his bustling restaurant, B55, then he repositioned the silverware just so in front of him and said, “I imagine it’s a lot like writing. Each day you sit down and look at the specifics in front of you, the particular challenges of that day, and see the opportunities. And you have two thoughts: What is this day asking of me?

And, Let’s see what is possible?”

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OUR FAVES FOR DINING

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San Francisco is renowned for its diverse culinary scene.

Here’s a list of our favorite hot new spots and iconic can’t-miss staples: RECENT HITS

THE ICONS

CHE FICO: Located in the trendy NOPA (North of the Panhandle) neighborhood, Che Fico has made quite a name for itself with its innovative Italian-inspired California cuisine. The décor plays on this blend of rustic and chic, and the menu offers fresh, locally sourced ingredients. Don’t miss their woodfired pizzas, house-made pasta, and impressive selection of charcuterie and cheeses.

GARY DANKO: Still one of the city’s finest establishments after twentythree stellar years, we consider Gary Danko a Bay City institution. A Fisherman’s Wharf staple, this Michelin-starred restaurant sits neatly up the street from The Buena Vista Café (and its signature Irish Coffee!) and offers a tasting menu that showcases contemporary American cuisine with French influences. And the service is known sto be as good as the food!

PENNY ROMA: Situated in the heart of the Mission District, Penny Roma is a cozy Italian restaurant known for its comforting, homemade dishes. The restaurant prides itself on its simplicity and authenticity, serving classic Italian favorites like lasagna, osso buco, and tiramisu. A warm and welcoming spot that captures the essence of Italian family dining.

RICH TABLE: A Michelin-starred restaurant in the Hayes Valley neighborhood that offers a sophisticated yet approachable dining experience. The husband-and-wife chef duo behind the restaurant crafts a menu that celebrates California’s seasonal bounty. With dishes like sardine chip with horseradish and steak tartare with sunchoke, Rich Table showcases high-level creativity and technique in its flavor and presentation, served in a welcoming and modern setting.

SORREL: Sorrel sits modestly down from one of San Francisco’s cinematic treasures, The Vogue Theater on Sacramento St. in Pacific Heights, so you might not notice it at first pass.

Which would be a big mistake. Offering a seasonally driven menu with an emphasis on fresh, locally sourced ingredients, this critically-acclaimed Cali-Italian cuisine is not to be missed. So catch a flick at the Vogue and then mosey over for a specialty cocktail and bite!

NARI: Nari, located in the Hotel Kabuki in Japantown, is a Thai restaurant with a modern twist. It’s known for its bold flavors, unique cocktails, and a chic, contemporary ambiance.

There’s plenty on the menu for the less courageous palette, but those of you who love spice, stand warned: when Nari says “hot”, they mean it!

THE MORRIS: The Morris in the Mission District is celebrated for its sommelier and an expertly curated wine list. And a menu that focuses on dishes cooked over an open flame. An excellent choice for oenophiles and carnivores alike.

R&G LOUNGE: R&G Lounge has been serving Cantonese cuisine in the heart of Chinatown for over three decades. Known for its delectable seafood dishes and renowned salt-and-pepper crab, R&G Lounge offers a fusion of classic Chinese flavors with a modern twist. The restaurant’s warm and welcoming ambiance, adorned with red lanterns and traditional decor, makes it a favorite among locals but a must for visitors. Be sure to try their famous deep-fried crab or their flavorful Peking duck.

ZUNI CAFÉ: From the minute you turn the corner on Market Street and see the colors and design of the front of Zuni Café, you know what you’re in for: a creative, authentic dining experience in the spirit of the Lower Haight culture. It’s architecture uniquely dictated by the triangular corner where Rose and Market Streets meet, this bi-level bistro offers a Frenchand Italian-influenced cuisine under spacious high light.

Famous for its roast chicken and bread salad, return-guests rave about the pizzas. It’s a beloved spot known for its long lineage of award-winning chefs and a commitment to sourcing the finest ingredients in the area.

HOUSE OF PRIME RIB: This classic steakhouse, located in Nob Hill, is a carnivore’s dream. A delightful relic of the meat-eating trends of the last century, this wood-paneled chophouse has big menus with very few options because they already know what you’re looking for. It’s known for its prime rib, carved on rolling stations tableside to your heart’s content, and with all the traditional sides. House of Prime is a time-tested institution, sure, but there are plenty of low-lit nooks and a charming central bar that brings the whole experience up to date!

SWAN OYSTER DEPOT: A bedrock original of San Francisco’s culinary history, Swan Oyster Depot in Nob Hill has been serving fresh seafood for over a century. It’s an old-school single-bay shop with only enough room for counter-service where you can enjoy oysters, crab, clam chowder, and more. Plain and simple, this is a signature San Francisco dining experience.

TADICH GRILL: Established in 1849, Tadich Grill is California’s oldest continuously operating restaurant. Located in the Financial District, when you pass through the revolving doors, and see those long counters and deep booths, you’ll feel like you walked into a 1940s Sam Spade film. Famous for its seafood dishes, including cioppino and sand dabs, you’ll be guaranteed to get time-tested recipes in abundance.

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“Always San Francisco” starts Right Now: SF TRAVEL’S NICOLE ROGERS AND HER CITY ARE READY FOR PRIMETIME. Nicole Rogers is a San Francisco lifer. Growing up in a military family, she spent her formative years moving from post to post but it was the City by the Bay that captured her heart, so that, when she was offered a job early in her career to work here, there was no hesitation. And with each professional step forward, she’s held that same single criteria above all others: that the job must be in her adopted city.

So there’s no one better suited to serve in the role she currently holds, Executive Vice President & Chief Sales Officer for San Francisco Travel, the city-wide agency that monitors and liaisons between the city government and the travel industry to maximize tourism and visitor experience in town.

“I’ve spent many years on the property- and hotel-side of the equation. So I understand intimately what the challenges and goals are there. But I really believe that this role has been the best fit for me.

It positions me to have the most far-reaching effect. I have unfettered access to the city and am able to really understand their intentions and needs. And am in an incredibly dynamic position to then help match those up with the hospitality industry.”

If Nicole sounds grateful, it’s because she is. Even in times where the city is struggling, like the period we’ve just ended, it’s the fact that she’s in the middle of things that keeps her so optimistic; solutions for her are always simply about having the will to make them happen.

“Look, people are tired of talking about COVID, understandably, and the unique thing about it was that it hit everyone everywhere. But for a variety of reasons, the cities out here took it on the chin for sure.

I think the biggest factor to why it was felt so much longer in San Francisco is that we were one the last cities to fully lift the restrictions.”

Another factor people outside the industry don’t realize is that future conventions are booked while the participants are in town experiencing the current convention. With so much of the big meetings and conferences canceled in ’20 and much of ’21, the opportunities to re-commit the various conventions were lost. And still, when the travel restrictions were lifted, folks traveled here. In 2022, transient and leisure travel charged back to pre-pandemic numbers, and this year alone, San Francisco has had record-breaking attendance at most of its participating conventions, surpassing 2019’s numbers.

Nicole knows that momentum is not a thing to leave to chance. It requires a constant hand. And so she has worked closely with both the mayor’s office and the hospitality community to activate plans that take advantage of the reawakening we’ve all felt in the last year.

“The other half of the struggle during COVID was the individuals living on the streets. The Mayor has been very clear about her goal: Ensure that Downtown is clean, safe, and inviting, always with an 18

emphasis on providing real and sustained aid to those who need it. Behind her leadership, the city has received over 1.3 billion dollars in budgeted funds from the state and federal governments, which has helped to acquire and build 15,000 housing slots (permanent and temporary combined), 600 new shelter beds, and 1000 permanent housing placements. She had the budget re-worked to hire over 200 more police officers for a department that was woefully understaffed. And, in conjunction with SF Travel, the city has constructed a multi-agency initiative to facilitate both structural and operational aid for the most challenged neighborhoods in our city.”

The thing Nicole is most proud of is SF Travel’s Welcome Ambassador Program. It’s hands-on, in-the-street, meet-greet-and-guide. But more than anything, it’s personal. It’s people who care about this city anticipating the needs of visitors and connecting with them. “In my opinion, and from the data we’ve collected, nothing has been more immediately effective in changing the perception of the city than the Ambassador Program. And it’s because it is always focused on the other person.

‘What can we do to help you and make your day better?’ Isn’t that the very nature of hospitality…?

Isn’t that why we all got into this business in the first place…?”

Of course, it is, and it is why members of the hospitality industry have been uniquely qualified to help serve as ambassadors on the streets. The city of San Francisco provides grants for the program because it believes in it so much.

Upon meeting Nicole, one can’t miss a certain mix of positivity and pragmatism, a refreshing vision of what is possible through a realist’s squint. She sees all of this wonderful work as a progressive springboard into an exploding ’24 and ’25.

“This city has unbelievably diverse and vibrant neighborhoods. Because of the static nature of the pandemic, it forced San Franciscans to turn inward and maximize where they live. The result is that our many neighborhoods are now in better shape, more alive, have more going on than ever before. Each has its unique social scene. Restaurants and clubs are open now until 2am again, and that’s because the demand for those hours is there! The parklette dining areas have become a permanent extension of the bars and restaurants which has opened the energy to the rest of the city. The culinary scene is Written by: Dan Pulick

back, with 27 Michelin stars in the greater San Francisco area. I can’t remember another time when there was so much going on here at night.”

Nicole notes that San Francisco has become the sports capital of the world, in some regard. The Super Bowl is returning in ’26. The largest sporting event in the world, the FIFA World Cup is also here in ’26. The city is a finalist bidding on sailing’s America’s Cup. The Women’s U.S. Open of golf was just at Pebble Beach and San Francisco is currently in play for two future Opens. Steph Curry has the Warriors vying for the Finals each year. The Niners are Super Bowl contenders again. And the Giants are always in the hunt for the playoffs.

In tech, many of the cancellations from recent years are rebooking in town, and next month, the eyes of the entire world will be on San Francisco when APEC, the geo-economic alliance meets here in November.

Upon meeting Nicole, one can’t miss a certain mix of positivity and pragmatism, a refreshing vision of what is possible through a realist’s squint. She sees all of this wonderful work as a progressive springboard into an exploding ’24 and ’25.

In the end, Nicole comes back to that eternal optimism. Recently, the four “gateway cities” in the state, San Diego, Los Angeles, Anaheim, and San Francisco, have begun working together to ensure none are left behind in their efforts to attract business; that, even as they are inherently competitors, it’s better for all of them if the least of them succeeds.

But deep down, she is still a daughter of the city by the bay. SF Travel is running a new branding campaign: “Always San Francisco”. The slogan describes Nicole’s perspective, plain and simple: it will always be San Francisco for her. And when she thinks of it, her next thought inevitably is: “How about you?”

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Blue Angels on The Bay Fleet Week

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P!NK at Chase Center

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America Film Fe

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San Francisco International Auto Show

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SF Beer Week

SF Beer Week

PRESIDENT’S DAY

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Golden Gate Kennel Golden Gate Kennel Club Dog Show Club Dog Show SF Sketch Fest

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SF Sketch Fest

Hozier at Bill Graham Civic Auditorium

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+ Adam bert at Center

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Queen + Adam Lambert at Chase Center

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American Indian Film Festival

ia Pacific omic ration

APEC Asia Pacific Economic Cooperation

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Warriors v.

Thunder

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ancisco ational Show

NE’S DAY v. Clippers r Week Street Wine Walk

onna e Center

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Jerry Seinfeld & J Gaffigan at Chase Center American Indian Film Festival

American Indian Film Festival

American Indian Film Festival

American Indian Film Festival 25th Annual SF International Hip Hop Dancefest

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Sundance Stompede

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APEC Asia Pacific Economic Cooperation

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Ghiradelli Square Tree Lighting

The Great Dickens Christmas Fair

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San Francisco International Auto Show

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USF vs. Gonzaga

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Stevie Nicks at Chase Center

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The Great Dickens Christmas Fair

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Warriors vs. Heat

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SF Beer Week Bert Kreischer at Chase Center SF Chronicle Wine Competition

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Game Developers Week

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Game Developers Week

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Bruce Springsteen and The E Street Band

Game Developers Week

Warriors vs. Spurs

Warriors vs. Pacers

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Wonderful Ho

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Truly intimate gatherings that leave lasting memories.

Host your next event here.

ospitality. Always.

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