"Is she going west, is she going east, how about we put that on the billboard and it won't cost you anything and we make it about the art or the photograph," he told Palombo.
"Starting in January, it's a fresh new year - San Francisco is getting a bad rap and it's not all bad. Let's give some artists some love and make it about San Francisco or North Beach. It's a love letter to the city," said Gemignani.
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