San Francisco hires new tourism head to tackle drug use and homelessness.
San Francisco’s New Tourism Chief Aims to Change the Narrative
San Francisco has hired a new tourism chief who is determined to transform the city’s image amidst ongoing challenges of homelessness, drug use, and crime.
The San Francisco Travel Association, the city’s tourism and marketing organization, has announced that Scott Beck will assume the role of president and CEO later this fall.
Beck, who currently leads Destination Toronto, the official tourism marketer for the Canadian city, brings a wealth of experience to the position. He previously served as the head of Visit Salt Lake, Salt Lake City’s tourism bureau, for 14 years.
“My biggest challenge will be changing the ongoing narrative about San Francisco as a monolithic experience, when it’s clearly not,” Beck told the San Francisco Chronicle.
Beck acknowledges that media coverage of San Francisco’s safety is not entirely accurate and believes that urban cities across the country face similar issues. He is committed to showcasing a spectrum of experiences to counter the prevailing perception.
Tackling the Challenges
San Francisco has long grappled with a homelessness and drug crisis, which has led to a surge in crime. Despite efforts, the city has struggled to address the humanitarian crisis unfolding on its streets.
Before the pandemic, homelessness had already worsened, with approximately 38,000 people homeless in the Bay Area on any given night, a 35% increase since 2019. In San Francisco alone, over 7,000 people are homeless.
The issue of homelessness is often accompanied by crime and open-air drug use, causing businesses to abandon downtown San Francisco. Whole Foods, AT&T, Nordstrom, and Westfield are among the brands that have recently relocated due to these concerns.
While overall crime in San Francisco has slightly decreased this year, certain types of violent crime have risen, as reported by the police. Murders have increased by 15%, robberies by 17%, and car thefts by 12%.
The city is also grappling with a drug crisis, although overdose deaths have decreased from their peak in 2020 during the height of the pandemic. In 2022, there were 620 fatal drug overdoses, down from 640 in 2021. However, in 2020, overdose deaths reached a staggering 725.
Rebuilding Tourism
The impact of these challenges on tourism has been significant. San Francisco’s tourism levels have plummeted since 2019, and a full recovery is not expected for several years.
According to Gallup, nearly half of Americans now perceive San Francisco as unsafe, compared to just 30% in 2006. Views on safety are divided along political lines, with 74% of Democrats feeling the city is safe, while only 32% of Republicans share the same sentiment.
The San Francisco Travel Association, with an annual budget of $33 million, is currently running its largest-ever global tourism campaign, worth $6 million, to attract visitors back to the city.
“A strong tourism industry is vital to the city’s economy, local businesses, and neighborhoods, and I am passionately committed to helping steward San Francisco’s ongoing tourism recovery,” said Beck.
Beck will assume his position on October 30, replacing Joe D’Alessandro, who has served as the president and CEO for 18 years and is now retiring.
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