Facilities & Destinations: SAN FRANCISCO

An expanded Moscone Center welcomes groups to a transformed City by the Bay

Oft associated with the Gold Rush of the mid-19th century, San Francisco will forever be impacted by that historic event. The California Gold Rush is commemorated in the state’s nickname, the Golden State, and is recalled in its 49ers football team name as well. The spirit of the Gold Rush brought change to the region, and it does not appear that the City by the Bay ever really demonstrated signs of letting up. The wealth and population that poured into the area, a once sleepy coastal settlement of 200, created a center of finance, commerce and industry that has been transforming itself through the present day. SalesForce Tower, for example, has risen over the city’s skyline above TransAmerica’s pyramid-shaped skyscraper, symbolizing an era in which San Francisco’s tech sector is propelling the city into its next boom phase.

During the past decades, the tradeshow industry — indeed the way people meet — has transformed itself as well, and the trends have influenced convention centers that compete in the national and global markets. Understanding that a state of-the-art convention center positively impacts tourism and the general economy, Joe D’Alessandro, President and CEO of the San Francisco Travel Association, gathered together leadership to get to work. Spearheading a public-private partnership, D’Alessandro independently convened a group of community, political and business leaders to develop the Moscone Center’s $550 million expansion, which debuted this January.

The diverse needs of stakeholders were taken into account in its construction, while keeping the facility attractive to MICE groups. For instance, many residents did not want an imposing, overshadowing structure that came up to the property line, as many downtown office buildings are apt to do. Architects and convention center management needed to be sensitive to that concern, given their goal of maximizing the use of every square foot. Indeed, during the development of the original site of Moscone Center, residents preferred that the structure not impose itself on the community. As a result, most of the original structure was built below street level. Artfully designed escalators descend into the spacious halls below, with pedestrians unaware of the cavernous event spaces that lay beneath the surface. For the expansion, architects created terraces, setting back the structure from the street. The terraces, which extend length-wise across much of the new building’s front and back, satisfied the community’s concerns, while providing 20,000 sq. ft. of versatile outdoor event space for an array of functions.

PRIORITIZING SUSTAINABILITY

Sustainability practices and San Francisco have gone hand in hand for quite some time. The city has banned the use of plastic bags; the sale of water bottles in public facilities — recently extended to SFO (San Francisco International Airport); and most recently, the use of plastic straws. “Sustainability will become norm; it is better to be ahead of the game,” said D’Alessandro.

Reflecting the city’s ecological sensitivities, the new convention center incorporated a plethora of “green” features into its architecture and design; so much in fact, that the Moscone Center will be the first LEED Platinum certified convention center in the United States. Solar panels will generate 20 percent of the building’s energy needs. The facility also has an onsite water treatment system designed to capture more than 12 million gallons of rainwater, foundation groundwater and condensation water annually, which in turn is used for landscape irrigation, onsite toilet flushing and street cleaning. Furthermore, since the city’s facilities ban the sale of plastic water bottles, there are numerous hydration stations around the structure to uphold that enactment.

MUSEUMS: INTRIGUING OFFSITE OPTIONS

The city blocks surrounding the convention center have also undergone a transformation in recent years. Footsteps from the Moscone Center are a number of museums whose spaces can be utilized for events. The LEED Gold-certified San Francisco Museum of Modern Art (SFMOMA) took up residence in the downtown area in 1995 and underwent a massive expansion in 2016. Tripling the museum’s size to 10 stories, the expansion made SFMOMA the largest modern art museum in the world (until New York City’s Museum of Modern Art surpassed it in size earlier this year). The museum can host a range of events indoors and out. A sculpture garden on the fifth floor has been a favorite for events, while the museum’s spacious Atrium and Schwab Hall on the lower levels are ideal for an array of receptions. Galleries as well as an educational center with classrooms and a theater can be tailored to meet the needs of groups as well.

On the same city block as the SFMOMA is the Museum of the African Diaspora (MOAD), a Smithsonian affiliate. The new Moscone Center incorporated a plethora of “green” features into its architecture and design, becoming the first LEED Platinum-certified convention center in the United States. Natural light has been thoughtfully incorporated in the Moscone Center’s design.

The San Francisco Museum of Modern Art is among several world-class museums in the city with rentable spaces.

The museum celebrates and explores how the culture and expression of the peoples dispersed in the African Diaspora have been forged, through the museum’s programming and exhibits. While its space is somewhat limited (its first-floor lobby can accommodate up to 125 guests), one might consider pairing a visit with the St. Regis San Francisco, situated in the same building as the MOAD. At the time of this writing, the hotel had completed upgrades to it over 22,000 sq. ft. of function space and was scheduled to have completed a refresh to all of its guestrooms. The Contemporary Jewish Museum (CJM) is situated close to the Moscone Center, about a block’s walk. Architect Daniel Liebeskind’s design for the CJM expanded upon the original structure of a power station built in 1881. He incorporated the Hebrew word “chai” (life) into its design, perhaps in order to symbolize the melding of past and present. The museum attracts a broad range of groups from all walks of life that utilize its unique spaces. San Francisco’s accepting culture has shaped its Jewish community in many ways, and the museum’s exhibits engage visitors to share contemporary experiences of the broader community through that lens. For example, in February, a look at the impact Levi Strauss had on American fashion will be a featured exhibit.

While CJM’s in-house caterer, San Francisco’s Wise Sons Deli, does not adhere to kosher dietary restrictions, a kosher caterer is available for groups looking to utilize the space. The museum’s largest event space is its 5,200-sq.-ft. lobby that contains elements of the original power station as well as modern artwork. Its 3,500-sq.-ft. Goldman Hall contains built-in A/V system and accommodates up to 170 guests seated.

HISTORIC AND MODERN HOTELS

For planners looking for a bit of history, the Palace Hotel (the Palace), a member of Marriott’s Luxury Collection, is worth exploring. Originally built in 1875, the Palace Hotel was the world’s most expensive hotel at the time. Its design helped it withstand the earthquakes in 1906, only to be destroyed by fire. Rebuilt in 1909, the elegant hotel has few challengers when it comes to its elegance. Guests will take note of the Garden Court, a glass-roofed courtyard off of the lobby, decorated on each side with marble columns. The Garden Court serves as a lounge and restaurant and is one of the power-meeting spots in the city.

Situated on both sides of the Garden Court are ballroom spaces with 18-ft.-high ceilings, whose design has retained much of its original splendor. As an example, etchings for what was once a music hall are faithfully preserved, as are balcony spaces where orchestral music once played. The largest of the spaces, the Grand Ballroom, is nearly 9,000 sq. ft. and can be divided in half. There are two additional ballrooms on the lobby level — the Gold Ballroom and Ralston Room, which measure close to 5,000 and 5,300 sq. ft., respectively. On the hotel’s second level, a combination of spaces new and old are available for an array of functions. While a series of meeting and breakout rooms were created from former guestrooms, there are also historic spaces that peer down into the Garden Court. The design of a new space — the 5,178-sq.-ft. Sunset Court — took inspiration from the Garden Court with pillars and glass ceilings.

“The Palace will remain current and relevant for the modern business traveler,” said Renee Roberts, an independent marketing and public relations consultant in the Bay Area, “but at the same time preserve its historic elements” that make the hotel unique. Roberts formerly served as the Palace Hotel’s Director of Public Relations.

Modern business travelers and meeting attendees are often looking for someplace unique to unwind after hours, and that has increasingly become a rooftop space. Accessible without a reservation is the Everdene Rooftop Bar at the newly opened 194-room Virgin Hotels San Francisco, located near the Moscone Center and Yerba Buena Gardens. The San Francisco Proper Hotel also offers a rooftop lounge, Charmaine’s, that boasts great views of San Francisco’s City Hall. Located 10 minutes from the convention center, the 131-room historic property, built in 1909, has recently undergone a redesign. Although not accessible to the outdoors, the 1,921- room Hilton San Francisco’s 47th-floor Cityscape Lounge provides awesome 360-degree views of the city, including the Golden Gate Bridge.

SPORTS VENUES WELCOMING GROUPS

The Mission Bay District has seen a transformation of sorts with construction of new residential and commercial properties. It is also home to the new Chase Center, and adjacent to the South Beach neighborhood that is home to Oracle Park, the San Francisco Giants’ baseball stadium. Newer sports stadiums and arenas are designed with spacious concourses, and increasingly, venue managers are converting their facilities into event spaces when a game or show is not filling the seats. PCMA’s event at Pittsburgh’s Heinz Field last year is a prime example of this trend.

Both the Chase Center and Oracle Park have been designed to accommodate non-sports functions. Chase Center can be divided into smaller theaters to give it the feel of a performing arts center. Smaller theater seating can be used to accommodate keynote speakers or product launches that may not require a full arena. The Giants have hosted an array of events, be it in their parking areas or within the ballpark. The Chase Center is new and no doubt will play a role in San Francisco’s evolving meetings and events scene. —D.K.