SF New Deal

SF New Deal strengthens neighborhoods by making it easier for under-resourced small business owners to succeed in San Francisco. Founded in March 2020, the organization works in two strategic initiative areas: Supporting Small Business Success and Increasing Neighborhood Vibrancy. SF New Deal's approach is highly collaborative, and engages small business owners, community leaders, City departments, merchant groups, corporate and private philanthropy, and residents to implement programs that support small business capacity building, stability, and sustainability. SF New Deal also convenes stakeholders around streamlining government processes, advocating for small business-friendly policies, and raising awareness about equity and economic justice for underserved communities.

SF New Deal’s vision for downtown revitalization breathes new life into San Francisco’s urban core by fostering a vibrant, inclusive, and resilient economy that represents the best of what the city has to offer. Its approach centers on three areas:

Small Business Recovery and Opportunity. The economic recovery of downtown San Francisco is at the heart of SF New Deal’s revitalization efforts. This involves a multi-pronged approach that includes supporting small businesses, attracting new investments, and diversifying the economic base. Key initiatives include:

• Vacant to Vibrant: Activating empty ground-floor spaces with engaging pop-ups by local small businesses, community groups, and artists.
• Pop-up to Permanent: Supporting small businesses in establishing long-term tenancy downtown with technical assistance, marketing support, and transformational grants.
• Small Business Capacity Building: Providing grants and technical assistance to small businesses, particularly those owned by women, minorities, and immigrants, to help them recover from the pandemic and adapt to new market conditions.
• Union Square Reimagined: Bringing new uses, small businesses, and placemaking strategies to Powell Street to creating a vibrant Union Square for tourists and locals.

Arts, Culture and Entertainment. San Francisco’s downtown is a cultural landmark, home to iconic neighborhoods, and a rich tapestry of arts and traditions. Building on this foundation, SF New Deal supports investment in the future of downtown as a 24/7 hub and creative corridor. Its Downtown ENRG program provides grant funding for small businesses and neighborhood organizations to bring an exciting range of activities to Downtown, from concert pop-ups and theater performances to drag showcases and street parties, in newly created Entertainment Zones.

Repurposed Public Spaces. Plazas and public spaces in Downtown San Francisco are underutilized, particularly during evenings and weekends. SF New Deal encourages and convenes community members, local businesses, and nonprofits to contribute and create public programming downtown to make the neighborhood more accessible and welcoming for communities across the Bay Area and beyond to explore and enjoy. An example is BRICKS at Embarcadero Plaza, a pilot program that is activating and celebrating the cultural and civic history of this landmark plaza by infusing it with fresh programming that realizes the space’s potential as a central gathering place, or Town Square, for the city.