Announcing our new Executive Director, Simon Bertrang

SF New Deal is thrilled to announce Simon Bertrang as our new Executive Director. Simon brings expertise working for and in partnership with local governments and communities to create direct and meaningful improvements for all community members. Simon shares SF New Deal’s founding belief that small businesses serve as the cornerstones of San Francisco’s cultural fabric and identity, and is committed to building a more equitable city for all San Franciscans.  

Simon joins us following a well-respected tenure leading the Tenderloin Community Benefit District (TLCBD) as Executive Director. In his role, he introduced a host of new programs and partnerships, quadrupled the organization’s budget and staff, and championed lifting up the voices of residents and business owners. His ability to create meaningful and actionable change in the Tenderloin required bringing together diverse stakeholders and being responsive to the urgent needs of the community.

Simon shares our belief that small businesses define the cultural identity of San Francisco. 

“At the heart of all that is authentic and vibrant here - the quirky, the cool, the lively, the friendly, the individual - are small businesses. As we face our current challenges and set out to build an equitable, safe, clean, growing and thriving city, now is the time to invest in collaborative partnerships that strengthen our neighborhoods. I am excited to join SF New Deal and build on their foundation of programs and services that align public priorities, community needs and private resources and competencies. Collectively, we will be able to realize our vision for practical, community-based solutions that bring us together as a city.”  

Prior to his work in the Tenderloin, Simon served as a project manager at the San Francisco Department of Public Works, overseeing projects including Better Market Street. Before landing in San Francisco, Simon worked for several decades in New York City. He worked on major capital and economic development projects in the Mayor’s office, and then led the planning, design and construction of a park on Governors Island in New York. Throughout his professional career, Simon has been guided by his vision of equitable, vibrant and thriving cities, and has demonstrated expertise in fostering alignment between community needs and government priorities. 

Although SF New Deal launched out of the pandemic, the challenges central to our mission have long persisted in San Francisco. Simon’s deep understanding of these intersectional challenges, and his community-centered approach for creating meaningful solutions will help SF New Deal grow and evolve into our next chapter. With his leadership, we are excited to continue to build partnerships and pathways which connect local business owners, workers, community leaders, and neighbors in need, for all San Franciscans.