San Francisco’s political scene is witnessing another transformation as TogetherSF, a tech-backed political action committee, rebrands itself as Blueprint for a Better San Francisco. Following a disappointing performance in last November’s elections, the group is attempting to reinvent its image and political strategy.

The organization, previously known for its substantial financial investments in local political campaigns, has undergone significant changes. With a reduced budget of $2 million annually - a stark contrast to their previous $17 million war chest - Blueprint is signaling a potential shift in its approach to influencing city politics.

The group’s new leadership includes Scotty Jacobs, a previously unsuccessful District 5 supervisor candidate, who is positioning the organization as an ally to Mayor Daniel Lurie. Jacobs emphasized their commitment to supporting the mayor’s agenda and helping “put our city on the right footing again”.

Interestingly, the rebrand comes after the departure of primary donor Michael Moritz, a billionaire who had been instrumental in the group’s previous political efforts. The new Blueprint is now backed by notable figures like Republican megadonor Bill Oberndorf, tech investor Ron Conway, venture capitalist Steven Merrill, and hotel business heir John Pritzker.

The organization’s launch event, held on the top floor of the Westin St. Francis hotel, suggests they’re maintaining their connections with San Francisco’s economic elite. However, their reduced budget and leadership changes indicate a potential acknowledgment of their previous political strategies’ limitations.

Notably, the group seems to be distancing itself from controversial past campaigns, such as the “That’s Fentlife” advertisements, and appears less inclined to directly intervene in ongoing political battles like the recall effort against Supervisor Joel Engardio.

As San Francisco continues to navigate complex political dynamics, Blueprint for a Better San Francisco represents another attempt by tech-adjacent interests to shape the city’s political narrative, albeit with a seemingly more restrained approach.