Anna Marie Presutti, a hospitality industry veteran who has lived in San Francisco for 23 years, became president and CEO of SF Travel in late September. Presutti, the first female CEO in San Francisco Tourism’s 115-year history, has been serving as interim president and CEO following the sudden departure of Scott Beck in May.
She takes the helm at a critical time in the meetings business when competition is fierce. Additionally, the city is dealing with awareness issues.
“San Francisco is the three-legged stool for conferences, international and business travel,” Presuti said. “All three legs are a little wobbly now.”
She is optimistic. “We’re getting some really good traction. For example, the DECA conference just signed a two-year deal. We’ve been through a rough patch, but San Francisco is back.
Currently, the city’s conference business has an annual reception volume of 650,000 room nights. Presutti’s goal is to reach 750,000. “When we do this, I feel like we’re back,” she said.
San Francisco tourism generated $9.3 billion in visitor spending and nearly $610 million in tax revenue last year, according to SF Travel. While it’s the third consecutive year of growth, the city’s recovery from the pandemic is one of the slowest in the country.
Things are getting better. Next year, the city expects 23.9 million visitors to spend approximately $10 billion.
In addition, Moscone Center has booked 29 events for next year, representing more than 590,000 hotel room reservations, a 44% increase from this year.
ensure additional income
The San Francisco Tourism Improvement District Management Corporation (TIDMC) board of directors approved a 1 percent increase in the city’s Tourism Improvement District (TID) assessment. The lodging surtax would cover restaurants and short-term rentals in certain areas. The bill, which takes effect Nov. 1, will generate $14.6 million in additional annual revenue for the organization.
The funds will initially be used to build the association’s cash reserves and marketing, Presuti said.
“We will also be running a PR campaign to help us break away from this gin cycle narrative,” Presuti said.
The additional funding will also bring back some staff. Before the epidemic, SF Travel had 104 employees. Now there are only 52.
The additional revenue will help the city prepare to host high-profile events, including the 2025 NBA All-Star Game, Super Bowl X and the 2026 FIFA World Cup.
Presutti also plans to attract industry gatherings such as Professional Meetings International (MPI) or the Professional Conference Management (PCMA) annual meeting.
The city hosted a PCMA leadership meeting in January 2020. We need to put the city at the forefront,” Presuti said.
Major events bring change
The NBA All-Star Game, Super Bowl and World Cup are expected to have an economic impact of $1.4 billion, according to the Bay Area Host Council (BAHC). The Boston Consulting Group reports that the three events are expected to attract approximately 500,000 visitors to the region.
In September, Salesforce CEO Marc Benioff signed an agreement to bring the Dreamforce conference back to San Francisco for the next three years. This is welcome news, especially given the threat that the conference could be pulled from the city last year. Benioff is concerned about the homeless population surrounding Moscone Center, where the conference is taking place.
“Dream Power requires the participation of the entire city. It has become part of the fabric of San Francisco.
Presuti said the city’s streets are improving. On July 31, city officials launched a crackdown on homeless encampments after a U.S. Supreme Court ruling gave cities more law enforcement powers.
