San Francisco's Mid-Market Rebrands as 'Lower Hayes' Amid Identity Crisis and High Vacancy

San Francisco's Mid-Market district is undergoing a significant rebranding effort, with real estate marketers increasingly labeling parts of the area as "Lower Hayes Valley." This strategic move aims to capitalize on the adjacent Hayes Valley's upscale reputation, as the Mid-Market neighborhood grapples with a staggering 62.6% office vacancy rate and persistent urban challenges. The shift has sparked debate among residents and urban planners regarding its implications for the area's identity and revitalization.

The tweet from user @bettersoma, stating, "> I think it’s called lower Hayes now not soma just sayin," highlights a public perception of this evolving nomenclature. This comment reflects a broader discussion about how San Francisco's neighborhood boundaries and identities are being redefined, particularly in the context of real estate development and urban renewal. The former Twitter building (now X) at 1355 Market St., for instance, is now being marketed as being located in "Lower Hayes Valley."

This rebranding is a direct response to the economic downturn and social issues plaguing Mid-Market, which saw a boom between 2011 and 2019 with tech companies like Twitter and Square. However, many businesses have since departed, and the area has struggled with crime and homelessness, leading to closures such as the Whole Foods in 2023. Brokers like Mike Sample of JLL suggest that "Lower Hayes is benefiting from being so close to Hayes Valley, which is the beginning for so many companies."

The initiative has drawn mixed reactions. Jen Laska, past president of the Hayes Valley Neighborhood Association, views it positively, stating, "You know your neighborhood has made it when the neighborhood next door starts borrowing your name." Conversely, Randy Shaw, Executive Director of the Tenderloin Housing Clinic, criticized the focus on renaming over addressing core issues, noting, "First it became ‘downtown,’ and now ‘Lower Hayes.’ Neither offer a road map to Mid-Market’s revitalization."

Historically, San Francisco has seen similar rebranding efforts, with areas like "South Beach" and "Rincon Hill" being revitalized old names for parts of what was once broadly known as SoMa (South of Market). Supervisor Matt Dorsey indicated an open mind about the name, stating, "I am not wedded to Mid-Market. Lower Hayes, Hayes Point, the Hub. My job is to do what I can to support development and get things going." The success of "Lower Hayes" in attracting new tenants and residents remains to be seen, as the city continues its efforts to revitalize the beleaguered Mid-Market corridor.