Bay Area/ San Francisco/ Real Estate & Development
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Published on June 21, 2024
San Francisco's 33 Tehama St. Becomes SperaSF Following Flood Incident Amidst Continued Resident ConcernsSource: Google Street View

In a move to shed its troubled past, 33 Tehama St., the San Francisco luxury high-rise that experienced severe flooding two years ago, leading to the displacement of approximately 609 residents, has rebranded as SperaSF, with a not-so-subtle address tweak to 39 Tehama St. Hines, the Texas-based developer behind the 35-story tower, made the changes in an apparent attempt to create a fresh start for the property that has been mired in negative publicity and resident discontent, according to coverage by The San Francisco Standard.

Despite efforts to reinvigorate the high-rise's appeal by highlighting luxury amenities through its new website and offering incentives such as eight weeks of free rent for newcomers who sign leases by the end of the month, as reported by The San Francisco Chronicle. The shadow of the past looms large as Hines faces a series of pending lawsuits, with at least one filed as recently as April, and reports of security issues during the building's restoration have contributed to continued skepticism. This includes video footage on social media of a contractor pocketing items in a resident's home. It was a series of events that have scarred the property's reputation, seemingly beyond the reach of name and address changes.

Hines representative Marisa Monte-Santoro, in a statement, as per The San Francisco Chronicle, shared that they were delighted to welcome residents home and noted that "spring leasing has been strong", while also detailing plans for enhanced resident services and communal programming. Yet, former tenant Marina Bianchi conveyed distrust towards Hines and indicated she would not return, owing to unresolved financials with the landlord, as The San Francisco Standard reported. Bianchi also commented on the futility of the name change, suggesting it was a mere marketing tactic.

Another former resident, Ankur Sharma, expressed dissatisfaction with the handling of the situation by Hines, including a 50% increase in rent following the restoration; Sharma relocated to San Diego, saying "I wouldn't feel comfortable living there given anymore the false promises they made so far," according to ABC7 News. The building's online reputation continues to struggle as it maintains a low rating on Google reviews, the top comment underlines the extended displacement and management issues faced by former residents, despite the property undergoing extensive renovations and the development team's claims of turning a new leaf, the current perception remains reflective of its past turmoil, with trust among past and potential residents remaining a significant barrier.