(San Francisco, CA – 9/25/25) — A San Francisco icon enters its next chapter as The Clift Royal Sonesta Hotel announces its new brand promise: “Where Hospitality is Legendary.” Rooted in more than a century of history, the campaign reintroduces The Clift Hotel and its famed Redwood Room as cultural landmarks that blend their storied past with modern sophistication, and continues to make history fun again.
A Legacy of Innovation and Style
Since opening its doors in 1915 to welcome guests of the Panama-Pacific International Exposition, The Clift Hotel has stood as a beacon of hospitality in Union Square. Designed by renowned architect George Applegarth, the hotel quickly earned a reputation for elegance, grandeur, and innovation.
Over the decades, The Clift Hotel became a cultural stage for artists, musicians, and celebrities. The iconic Redwood Room, paneled with wood carved from a single redwood tree, has hosted generations of San Francisco’s tastemakers. Following a celebrated Philippe Starck redesign in 2001, the hotel once again redefined the city’s design and nightlife scene.
Today, The Clift Hotel blends modern luxury with historical character, offering guests a uniquely San Francisco experience.
“Making History Fun Again”
At the heart of the new campaign is a bold promise: to celebrate The Clift Hotel’s past while engaging the city’s community and visitors in dynamic new ways. Programming under the “Making History Fun Again” theme will showcase the hotel as both a gathering place and a storyteller.
One such initiative is the speaker series, featuring historians, authors, and cultural voices who bring San Francisco’s colorful past to life. Topics will range from the city’s cocktail culture and LGBTQ+ history to its political legends and rock ’n’ roll icons. These conversations offer guests a spirited way to connect with the stories that shaped San Francisco.
The launch of this historically-inspired speaker series is on Friday, November 14, 2025 with the following story tellers:
- Bill Baker, last living ex-con from Alcatraz and author of Alcatraz #1259;
- Ruth Carlson, travel journalist and contributor to SFGate, KCBX (NPR affiliate), and The Cheese Professor. Books: Secret San Francisco;
- Maria Lenhart, Award-winning travel writer and contributor to Skift, AAA Traveler, Meetings Media and 100+ others. Books: Secret Cape Cod and the Islands (Reedy Press) and upcoming Lost Treasures of San Francisco; and
- Alec Scott, contributor to The New York Times, the Bold Italic, Guardian, Sunset, SF Chronicle, Sierra, Globe & Mail, Daily Beast, LA Times, San Francisco, and Wine Enthusiast. Books: Oldest San Francisco (Reedy Press)
“For more than a century, The Clift Hotel has welcomed innovators, dreamers, and legends through its doors,” comments Isabelle Matter, General Manager. “Our new campaign, ‘Where Hospitality is Legendary,’ pays tribute to that legacy while reintroducing The Clift Hotel as a vibrant hub for today’s travelers. With initiatives like Making History Fun Again, we’re not just sharing history, we’re inviting guests to live it.”
