About Marisa

Marisa Rodriguez is the CEO of Union Square Alliance, a downtown association dedicated to enhancing San Francisco's Union Square District, a key destination and economic center for the Bay Area. Spanning 27 city blocks and accounting for $21 billion in assessed rates, it makes up 3% of the city's total assessed value. Under her leadership, she has led the Alliance to new heights, elevating its role as a destination marketing organization and reshaping the narrative of the square to attract visitors.

Rodriguez, a visionary and solutions-driven leader, was brought in to help catalyze a turnaround in the district and meet the challenges of the post-pandemic era. She has crafted a forward-thinking strategy that reimagines the crucial role of zoning and other key elements for the long-term health and vitality of the district. Her goal is to help support the area’s transformation into a thriving urban neighborhood that is well-positioned to succeed in the 21st century. Rodriguez understands that strategic partnerships and collective work with community leaders, legislators, and other key decision-makers are crucial to achieving this. Her track record of creating positive change in various industries, including tourism, law enforcement, and nonprofit management, attests to her exceptional leadership skills.

She believes that a safe and clean environment is the foundation for any successful community, as she often says, 'You cannot pass-go without clean and safe.' She has successfully implemented solutions that keep the visitor experience top of mind, given the 12,000 hotel rooms in the district. She also champions the safety of Union Square's workers and residents. Additionally, she has worked to legislate policies that create flexible zoning to attract new business, ensuring the continued growth of the district. 

Her commitment to diversity, equity, and inclusion is another defining aspect of her career. She continues to prioritize these values by ensuring that Union Square is attractive to everyone as a place for celebrating life's moments coining the phrase, “There is something for everyone in Union Square.”