San Francisco has secured more than $40m in private-sector funding to revitalise its downtown core.
The investment comes through Mayor Daniel Lurie’s Heart of the City initiative, announced 9 September 2025. It aims to strengthen the city’s position as a meetings destination.
The timing is significant. San Francisco will host 32 events at the Moscone Center in 2025. That’s up from 25 in 2024. Hotel room nights linked to conventions have reportedly increased by 70% to 670,000.
In 2026, the city will become the first US metropolitan area to host a Super Bowl and FIFA World Cup in the same year. The city has also secured new conferences including Microsoft Ignite, HumanX and DECA. Returning events include Snowflake and Winter FancyFaire.
Crime in Union Square and the Financial District has fallen by more than 40%. These are key areas for convention hotels.
The initiative includes several measures to support business events. The city is redesigning its outdoor event permitting process. New entertainment zones will be created on Ellis Street, Maiden Lane, Jackson Square and Claude Lane. What’s more, the city reports that twenty new liquor licences have been approved for the hospitality zone. This expands dining and nightlife options.
Infrastructure improvements are planned for Powell Street, Stockton Street, Fourth Street and Embarcadero Plaza. Front Street will receive lighting and infrastructure upgrades. A new park in the East Cut and the Embarcadero Park waterfront project will provide additional gathering spaces.
The PermitSF initiative introduces over-the-counter approvals for commercial tenant improvements. This allows hotels, restaurants and event venues to expedite renovations.
Within 100 days, the city will finalise plans for major public space transformations. It will also establish new funding mechanisms for small businesses that serve convention delegates.
“There is undeniable optimism driving Yerba Buena’s resurgence,” said Scott Rowitz, executive director of the Yerba Buena Partnership. “This progress is vital to San Francisco’s sustained recovery, with Yerba Buena serving as a critical economic engine and attraction with its premiere arts, cultural, and entertainment venues, and Moscone Center. It’s especially exciting to see the upswing in convention bookings. These are indicators of a neighbourhood and city on the rise.”
San Francisco expects to welcome 23.33m visitors this year.
