2025 - 2028
BOARD OF
DIRECTORS
STRATEGIC
PLAN
1 Government Code Section 54957.5
SB 343 Item #1 03/25/2026 REG CC
ABOUT OUR ORGANIZATION
• Founded in 1971 as a 501(c)(6) nonprofit by San Mateo County hoteliers to attract visitors and drive hotel stays.
• Operates as the regional Film Commission and manages the San Mateo County "As Fresh as it Gets" farm-to-table program.
• 2022: Rebranded to The San Francisco Peninsula
• 2024: Launched New Tourism Marketing District (TMD)
• 2025: Launched Tourism Board Advisory Council, Launched Strategic Plan • 2026 – 2028: Educate and Actualize
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SOUTH SAN FRANCISCO MEDIA HIGHLIGHTS
OUR PARTNERSHIP WITH SOUTH SAN FRANCISCO
BIO Conference
June 2025
The SFP Annual Luncheon
March 2026
SFP World Cup Preparedness Seminar
SSF Conference Center – February 2026
BOARD OF DIRECTORS
BOARD OF DIRECTORS
Melissa Andretta, San Francisco International Airport
Cynthia Chow, Embassy Suites SFO Oyster Point, South San Francisco Simone Harms, The Ameswell Hotel, Mountain View
Daniel Herbst, Enterprise Rent-a-Car
Christopher Holbrook, The Westin & Aloft, Millbrae
Michael Holloway, HYATT House, Belmont
Lisa Kershner, SFO Waterfront Marriott, Burlingame
Sam Kim, Embassy Suites SFO Waterfront, Burlingame
Daisy Li, Moonstar Kitchen, South San Francisco
Four Seasons Silicon Valley, East Palo Alto
Cameron Palmer, Cameron’s Restaurant & Pub, Half Moon Bay Prativ Patel, Hotel Aura & Hotel Skye, San Bruno
Mitch Postel, San Mateo County Historical Association, Redwood City Blanca Rivera, Half Moon Bay Lodge, Half Moon Bay
Paul Wilson, Grand Bay Hotel, Redwood City
Yakub Yakubi, Courtyard by Marriott, Foster City
EXECUTIVE COMMITTEE
BOARD CHAIR – Kevin Kretsch, Hyatt Regency SFO, Burlingame CHAIR ELECT – Jonathan Powers, DoubleTree SFO, Burlingame IMMEDIATE PAST CHAIR – Christina Ongerth, The Dylan SFO, Millbrae SECRETARY – Pravin Punjiya, Best Western Inn & Suites, San Mateo TREASURER – Casper van Eldik Thieme, Grand Hyatt at SFO VICE CHAIR 1 – Anthony Buralli, Residence Inn, San Carlos VICE CHAIR 2 – Randy Johnson, Fairfield Inn & Suites, Pacifica
BOARD ADVISORY COUNCIL
Chair: Mitch Postel, President, SMC Historical Association Education
• Dr. Melissa Moreno, Chancellor, San Mateo County
Community College District
Business/Tech/Biotech
• Rosanne Foust, CEO, SAMCEDA
• Jim Wunderman, CEO, Bay Area Council
• Gina Simi, Public Policy + External Affairs, Zoox
• Peter Banzhaf, Co-Founder, Helios
• Amy Buckmaster, CEO, Chamber San Mateo County
• Krystlyn Giedt, CEO, Coastside Chamber of Commerce
Government
• Jackie Speier, SMC Board of Supervisors
• Mike Callagy, SMC County Executive
• Matthew Chidester, City Manager, Half Moon Bay
Hospitality
• Martin Yan
• Bob Trahan, Twelvemonth
• Ajay Walia, Rasa
• Micheál Mallie, Maverick Jack’s
• Mathieu Riviere, The Ritz-Carlton, Half Moon Bay
Labor
• Julie Lind, Executive Officer, San Mateo Labor Council Attractions
• Kara Newport, CEO, Filoli
• Jennifer McCabe, Director, SFO Museum
Parks and Recreation
• Nicholas Calderon, Deputy County Executive
Venues
• Dana Stoehr, CEO, San Mateo County Event Center
• Dr. Allison Keaney, CEO, Cow Palace Arena & Event Center • Jim McGuire, CEO, South San Francisco Conference Center Community
• Alicia Aguirre, Former Redwood City Councilmember
Strategic Plan Facilitator: Bill Geist, Founder & CEO, DMOproz The Board of Directors thanks all the members of the Board Advisory Council and members of the community who
participated in focus groups and interviews, which were integral in the development of the Strategic Plan.
SUPPORT DESTINATION ASSET DEVELOPMENT
• Advocate for significant upgrades to the San
Mateo County Event Center.
• Analyze opportunities to develop additional
tournament-grade sports facilities throughout
the Peninsula.
• Consider the opportunity to develop a Tourism
Master Plan for the Peninsula to serve as an
inspirational guide for future community
development.
ENDEAVOR TO MAXIMIZE THE DESTINATION EXPERIENCE
• Analyze the opportunity to develop an annual
destination event that would ultimately be
synonymous with The San Francisco Peninsula
brand.
• Advocate for the completion of the 500-mile Bay
Trail.
• Work with communities throughout the Peninsula
to encourage music and nightlife to power
additional visitation and quality of life.
CONTINUE TO BUILD ORGANIZATIONAL EXCELLENCE
• Increase the awareness, appreciation, and
support of the organization and the Peninsula’s
visitor economy.
• Engage the recently launched SFP Board
Advisory Council to serve as community
ambassadors and emissaries.
• Continue to build organizational culture, capacity
and impact.
April 23 - May 3, 2026
January 21 - 31, 2027
Ten days of celebrating culinary
excellence and exploration on Bayside
and Coastside.
Kickoff Event 4/23/26 at Camber, SSF
Flavors of the Peninsula
Coyote Point, San Mateo
July 26, 2026
Heritage Fire brings together local
restaurants, talented chefs, and food lovers for
an all-inclusive walk-around feast celebrating
community and bold flavors.
Half Moon Bay Brewing Co.
Coastside
August 28, 2026
The nation’s premier whiskey-tasting event tour.
CELEBRATING THE PENINSULA’S CULINARY EXCELLENCE IN
2026 & 2027
HOTEL PERFORMANCE – IMPACT OF SUPERBOWL
Percent Change from February 2025
2026 2025 2026 2025 2026 2025 Occ ADR RevPAR
Room
Rev
Room
Avail
Room
Sold
SMC TOTAL 75.4 67.8 217.97 189.31 164.46 128.43 11.2 15.1 28.1 28.3 0.2 11.4 BEL/RWC/SC+ 77.4 69.5 183.52 155.22 142.09 107.86 11.4 18.2 31.7 31.8 0.1 11.5 MP/EPA+ 64.9 58.8 440.95 424.85 286.33 249.79 10.4 3.8 14.6 14.6 0.0 10.4 BRI/SSF/SB+ 71.5 62.7 155.86 134.70 111.39 84.45 14.0 15.7 31.9 31.9 0.0 14.0 Coast Side + 70.5 56.4 430.79 321.22 303.84 181.09 25.1 34.1 67.8 67.8 0.0 25.1 BUR/MIL/SFO+ 80.0 74.8 207.83 184.08 166.19 137.67 6.9 12.9 20.7 20.7 0.0 6.9 SM/FC+ 82.9 73.5 187.41 170.33 155.31 125.25 12.7 10.0 24.0 24.0 0.0 12.7 * Number of rooms by City
South San Francisco 3,223
San Bruno 630
Brisbane 198
4,051
ADR RevPAR
Current Month - February 2026 vs February 2025
Occ %
2025 EXPEDIA CAMPAIGN RESULTS BY CITY
Revenue Room Nights ADR Perentage
Belmont $ 1,350,126 10,699 $126.19 6.3%
Brisbane $ 389,219 2,239 $173.84 1.8%
Burlingame $ 3,205,708 17,741 $180.69 14.9%
Daly City $ 272,172 1,614 $168.63 1.3%
Foster City $ 237,358 986 $240.73 1.1%
Half Moon Bay $ 1,055,137 3,571 $295.47 4.9%
Menlo Park $ 852,609 1,729 $493.12 3.9%
Millbrae $ 1,650,507 10,095 $163.50 7.6%
Pacifica $ 679,573 3,194 $212.77 3.1%
Redwood City $ 1,568,699 10,137 $154.75 7.3%
San Bruno $ 1,523,648 10,592 $143.85 7.1%
San Carlos $ 980,242 5,702 $171.91 4.5%
San Mateo $ 1,423,523 9,241 $154.04 6.6%
South San Francisco $ 4,978,956 31,947 $155.85 23.1%
Unincorp/EPA $ 1,418,874 3,287 $431.66 6.6%
$21,586,350 122,774 $175.82 100.0%
THANK YOU!