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San Francisco’s New Tourism Chief Fights ‘Doom Loop’ Narrative



San Francisco has a protracted strategy to go earlier than tourism, conferences and conferences absolutely return to town. Its affiliation with homelessness, public drug abuse and crime has executed quite a bit to tug out its post-pandemic restoration.

Scott Beck, San Francisco Journey’s CEO and president, who took up the position final October, says town has made progress in coping with these points and that he desires to set the document straight.


Beck spoke with Skift about fixing San Francisco’s broken popularity, what was lacking in San Francisco Journey’s current $6 million advertising marketing campaign, town’s occasions calendar, India turning into the subsequent “powerhouse” and extra.

The interview has been edited for size and readability.

Skift: What’s your prime strategic precedence for advertising San Francisco?


Scott Beck: The before everything technique to over-index proper now could be rebuilding our popularity [and] place as a vacation spot for the conferences and occasions business.

This neighborhood wants Moscone Heart to be working at a really excessive degree to be as profitable because it was pre-pandemic. And a few of the points which have come by what I’d name the inappropriate nature of the way in which that our neighborhood has been offered by way of this “doom loop” narrative has impacted our popularity.

We’ve started working to repair that and set proper what’s the road expertise right here in San Francisco. 


Skift: Some tour operators have advised me they’ve needed to scale back their time in San Francisco as a consequence of buyer suggestions about security. Some keep away from journeys all collectively.

Beck: I believe these developments are actual. I’m not gonna low cost what they really feel that they’ve been communicated. I’ll say that it isn’t a monolithic apocalypse. Throughout the U.S., it’s robust in lots of city environments, in sure elements of a neighborhood. We’re not the one state of affairs that deserves consideration nor are we considerably worse than the others. 

There are elements of our neighborhood which can be nonetheless combating homelessness and the proliferation of what I’d name the drug state of affairs. However we’re making vital progress and I believe the place we have been two years in the past, one 12 months post-pandemic, may be very totally different from the place San Francisco is now. 


The milestone in public coverage shift was in 2023. When you take a look at the applications which can be in place starting in 2023 budgeted by to 2028, that is making an actual affect. And I believe that’s been reflective of what we heard from occasions that return to Dreamforce within the fall of final 12 months to then APEC to SPIE Photonics West. These experiences are dramatically totally different than they have been two years in the past. 

Skift: How efficient was San Francisco Journey’s “At all times San Francisco” tourism advertising marketing campaign at combating town’s unfavorable notion?

Beck: By each metric, that marketing campaign was profitable, the viewers that it was focused at obtained it properly. I believe the one factor I’ll say is the marketing campaign didn’t mirror the San Francisco neighborhood. When you requested the neighborhood of San Francisco what it was, I believe it was a marketing campaign that was focused and constructed in direction of the customer. 


Our greater problem is that we’ve acquired to make extra folks right here in San Francisco conscious of how nice town is and so I believe that there was a little bit little bit of a disconnect between what I’d name genuine San Francisco and the those that reside right here and the marketing campaign.

Skift: How’s the tempo of San Francisco’s tourism restoration? Joe D’Alessandro, the earlier San Francisco Journey CEO and president, mentioned 2025 goes to be the restoration 12 months.

Beck: 2023 was not as sturdy as we had anticipated. Our job isn’t singularly to promote lodge rooms, however lodge occupancy might be among the best canaries within the coal mine there may be in our business. So 2023 ended up being 64% occupancy. That’s not a terrific quantity for this neighborhood. And so I believe we’re a little bit bit longer in all probability until we absolutely recuperate. 


I believe we have to even be very cognizant about what full restoration means. I’m not one who believes 2019 is the purpose to which all of us must look … as a result of by many ranges, 2019 was not regular both. There have been so many issues which have utterly modified: work at home, power of the financial system, the power of the China financial system.

However from a lodge perspective income occupancy, we’re in all probability extra early 2026 than we have been mid-2025 by way of restoration at this level.

San Francisco Journey CEO and President: Scott Beck

Skift: Are you able to give some extra colour on how the occasion and conferences calendar is wanting?

Beck: 2024 is gonna be a tricky 12 months for our conference middle. A part of it’s a few of the enterprise that relocated, however a part of it’s three years in the past there was no gross sales cycle to be promoting for 2024 and we promote inside a three- to five-year window.


So we’re on the time proper now when the pandemic, the lack to promote and place and market the neighborhood for all the appropriate causes, we’re now in that form of gap created by that dynamic. 

It’s not correct to say we’re on this gap due to all these teams that left. On the finish of the day, numerous them are again. However numerous that is round [not] having folks [doing] enterprise journey to the workplaces the place persons are. It’s numerous issues that make 2024 a down 12 months. 

We’re pacing superb in 2025, 2026. There are some purchasers that we have now in all probability parted methods for good and I’d say a few of these are the occasions which can be over 45,000 folks. These are occasions that persons are discovering are a little bit bit harder to drag off on this neighborhood than others and numerous it’s simply associated to infrastructure. It’s not associated to a security and safety narrative. You speak about a neighborhood that has just a bit over 40,000 lodge rooms. It’s a massive tax on the neighborhood to have a few of that.


Our tech shopper base continues to be robust. We nonetheless have a terrific connection to numerous these homegrown firms which can be right here. A few of the ones we misplaced might by no means come again. I believe there can be some that come again, however I believe it’s not going to be these actually massive ones that we used to do 5 or 6 occasions a 12 months that individuals have discovered are a little bit bit simpler to drag off in a few of the communities.

Skift: You talked about earlier that Chinese language tourism to San Francisco continues to be lagging.

Beck: That market might by no means come again to the way in which it was pre-pandemic. China’s financial system is altering. There’s geopolitical points. A variety of that’s associated to Russian airspace. You’ll be able to’t fly over Russian airspace.


That’s a geopolitical problem that’s impacting the flexibility for folks with demand to get right here. That’s not gonna get fastened till the geopolitical points are fastened after which we’ll see the total ramifications of issues like visas, the financial system. If China comes again at 50% of pre-pandemic ranges, that’s an enormous market.

We see pleasure constructing across the actuality of India turning into the subsequent powerhouse. Air India introduced that they’re seeking to broaden and enhance. I believe that’s gonna be actually massive.

For a lot of communities, the Indian market is admittedly visiting household and relations. What’s additionally inherent there may be that after they come, they could not before everything be at inns, they’re in eating places, in museums, at points of interest.


Skift: There’s been a giant give attention to San Francisco’s downtown decline, however I additionally hear there may be numerous vibrancy in neighborhoods like North Seashore. That’s engaging to tourism.

Beck: One of many points that all the time made San Francisco compelling is that you’ve got this seven by seven, forty 9 sq. miles of individuals simply actually compact. That have creates extremely vibrant and dynamic neighborhoods. They’ve all the time been one of many secret weapons that San Francisco has.

The one factor that we’ve acquired to acknowledge, although, is that our main factors of density are nonetheless downtown.  The lodge neighborhood, the overwhelming majority are there. I’m not attempting to low cost the security and safety. I’ll all the time say it’s not as unhealthy as you hear, however there are elements of downtown that we have to work on. 


The most important affect is the work at home. When you’ve got 50% much less folks coming into your downtown enterprise district as a result of they now not come to the workplace, that modifications the vibrancy. 

So whereas sure, the neighborhoods are extra vibrant, downtown isn’t much less vibrant due to a security and safety problem. That’s the massive disconnect I believe folks have. Folks aren’t downtown as a result of they’re not coming to the workplace anymore.

We have now to discover a strategy to reinvent that central enterprise district. As a substitute of being a central enterprise district, we have now to create these areas the place you may come to have intersections to have connections and that’s the place conferences and occasions and artwork and tradition and all of that may actually assist try this.

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