SoMa, San Francisco.
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A long-time industrial district, South of Market (SoMa) saw a massive shift during the Internet heyday, when it exploded with hip and young CEOs and dreadlocked computer geniuses selling hundred-pound bags of dog food for forty-five cents – with free shipping.

After the dot-com collapse, the dust settled on this expansive neighborhood, and former corporate warehouses transformed into modern lofts for moneyed professionals who cashed out early, as well as high-end clubs, local breweries, gritty art galleries, and headquarters for those few Internet stalwarts who survived Dotcomageddon.

Many of the city’s bigger stores flourish on the western edge of the neighborhood, where companies like Costco and Best Buy enjoy some of the last stretches of central but still “affordable” real estate, while modern art museum SF MOMA and neighboring Yerba Buena Gardens “culture up” the daytime options with art and open-air squares.

On the east end of SoMa, the San Francisco Giants draw masses of dedicated fans to the picturesque AT&T Ballpark, which, combined with the seemingly endless loft conversions, has brought in enough regular traffic to support everything from cozy boutiques and chic new restaurants to a Whole Foods market.

Though San Francisco is far from a club-centric town, dance happy revelers enjoy several nightclubs along Folsom Street and the neighboring blocks stretching south to the 101 freeway, where a slew of raucous dives and S&M joints catering to the city’s vibrant leather scene can also be found.

Visitors should keep in mind, however, that the further south they tread in SoMa, the seedier it can get – at least for now.


Where to Go in SoMa

  • * Butter 20s / 60s Music / 80s Music
  • * District 30s / 40s / Affluent / After Work
  • * Harlot 20s / 30s / Balcony / Blazers

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