San Francisco’s New Tourism Chief Fights 'Doom Loop' Narrative
20.02.2024 - 18:47
/ skift.com
/ Dawit Habtemariam
San Francisco has a long way to go before tourism, meetings and conferences fully return to the city. Its association with homelessness, public drug abuse and crime has done a lot to drag out its post-pandemic recovery.
Scott Beck, San Francisco Travel’s CEO and president, who took up the role last October, says the city has made progress in dealing with these issues and that he wants to set the record straight.
Beck spoke with Skift about fixing San Francisco’s damaged reputation, what was missing in San Francisco Travel’s recent $6 million marketing campaign, the city’s events calendar, India becoming the next “powerhouse” and more.
The interview has been edited for length and clarity.
Skift: What’s your top strategic priority for marketing San Francisco?
Scott Beck: The first and foremost strategy to over-index right now is rebuilding our reputation [and] position as a destination for the meetings and events industry.
This community needs Moscone Center to be operating at a very high level to be as successful as it was pre-pandemic. And some of the issues that have come through what I would call the inappropriate nature of the way that our community has been presented in terms of this “doom loop” narrative has impacted our reputation.
We’ve got to work to fix that and set right what is the street experience here in San Francisco.
Skift: Some tour operators have told me they’ve had to reduce their time in San Francisco due to customer feedback about safety. Some avoid trips all together.
Beck: I think those developments are real. I’m not gonna discount what they feel that they have been communicated. I will say that it is not a monolithic apocalypse. Across the U.S., it’s tough in many urban environments, in certain parts of a community. We are not the only situation that deserves attention nor are we significantly worse than the others.
There are parts of our community that are still struggling with homelessness and the proliferation of what I would call the drug situation. But we’re making significant progress and I think where we were two years ago, one year post-pandemic, is very different from where San Francisco is now.
The milestone in public policy shift was in 2023. If you look at the programs that are in place beginning in 2023 budgeted through to 2028, this is making a real impact. And I think that’s been reflective of what we heard from events that go back to Dreamforce in the fall of last year to then APEC to SPIE Photonics West. Those experiences are dramatically different than they were two years ago.
Skift: How effective was San Francisco Travel’s “Always San Francisco” tourism marketing campaign at combating the city’s negative perception?
Beck: By every metric, that