The San Francisco Welcome Ambassador program has officially launched!


After a soft launch ahead of Fleet Week, the program’s official launch was led by Mayor Breed on November 2nd at Yerba Buena Gardens.  The launch event was featured in various local, statewide, and international media outlets, including:

The program operates 7 days per week and hours vary based on location and day of the week, generally between 8am to 8pm in key areas frequented by visitors and office workers. In addition to their regular locations, the ambassadors have been deployed to support special events such as:     
  • Shop and Dine in the 49 on November 20
  • Phoenix Day on October 17
  • The Crossing at East Cut on October 13
  • Fleet Week during October 7-October 10
  • Yerba Buena Carousel Lighting on November 26
  • Transit Cruise arrivals beginning on November 30

The Welcome Ambassadors provide a friendly welcome during commute hours at the main transit stops from Powell St to the Ferry Building, as well as offering help with directions, recommendations and assistance in key tourist areas including Fisherman’s Wharf, Chinatown, and North Beach. They also report negative street behavior to the appropriate parties. We are coordinating with CBDs to report incidents and make the most of all available resources. A small Special Response Ambassador team, trained in de-escalation and first aid, has been created to respond in areas without a CBD team.


From the program’s soft launch on October 7 to November 30, the ambassadors have had over 100,000 interactions with visitors, office workers, commuters, and residents, including:

  • 222,458 Public Greetings
  • 21,784 Directions Provided
  • 6773 Attractions Information
  • 782 Business Contacts
  • 5402 Photo Assistance
  • 72 Translations Provided
  • 123 Welfare Checks
  • 836 Hospitality Escorts

Share photos of your interactions with the Welcome Ambassadors on social media and tag us using: #onlyinsf

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About the Program
The San Francisco Welcome Ambassadors Program is a two-year investment funded by Mayor Breed to help welcome workers and visitors back to downtown and to several key tourism destinations.
The San Francisco Tourism Improvement District will oversee the grant and have contracted with Block by Block to staff the program. A map of where ambassadors are present can be found here.

Contact Information

Mandy Hall, San Francisco Tourism Improvement District
Phone: (415) 871-7078

Rena Leddy, Urban Place Consulting
Phone: (310) 600-3247