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First of W San Francisco's Planned Redesigns Reflects ‘Localist' Lifestyle Experience with Organic and Sustainable Food and Drink, Local Design and Artisan Craftwork

SAN FRANCISCO (September 6, 2011) - W San Francisco is pleased to announce that its new signature restaurant, TRACE, is now open. Capturing the vibrant, local personality of the Bay Area along with a focus on traceable ingredients and high-quality, conscious cuisine, TRACE marks the first of the hotel's current restyling of its Welcome Desk, Living Room, bar and restaurant venues to reflect a more "localist" lifestyle experience.

Designed by noted San Francisco-based architect Stanley Saitowitz, these venues stand front and center at W San Francisco, where innovative design; passions around fashion, music and entertainment; and glamorous nightlife experiences reign supreme. W San Francisco's new look is all about high-tech nuances, city-grid shapes and ambient elements best described by poet Ambrose Bierce: "This city is a point upon a map of fog."

"We are thrilled to share our bounty of farm-to-urban-table cuisine at TRACE," said Michael Pace, General Manager of W San Francisco. "From the abundance of local, organic ingredients in our kitchen to the restaurant's locally inspired design and the craftwork of Bay Area artisans seen throughout, TRACE is a clear reflection of our commitment to sustainable practices, which informs everything we do."

Led by Executive Chef Paul Piscopo, TRACE is committed to creating an enriching and thoughtful culinary experience by fusing the vibrant, local personality of the Bay Area with a dedication to socially responsible food. Chef Piscopo's high-quality cuisine is prepared from locally sourced and sustainable ingredients -- or obtained through sustainable practices. Every meal can be confidently traced back to its natural origins.

The dinner menu includes a seasonally rotating selection of "Small Plates," such as Brentwood Corn Soup with Spiced Popcorn, Cotija Cheese and Cilantro Cream; and Braised Pork Shoulder with Crisp Gnocchi, Chanterelles and Pecorino. Among the "Large Plates" are California King Salmon with Eggplant Caponata and Red Chard; and Grilled Rib Eye with Butterball Potatoes, Lobster Mushrooms and Savoy Spinach. The dinner menu also includes a selection of featured items that are "Farmed" (Roasted Squab with Slow Cooked Yellow Wax & Romano Beans and Walnut Vinaigrette); "Foraged" (Charred Cherry Tomatoes with Pappardelle, Sweet Corn & Fennel Pollen); "Crafted" (Market Board of Rabbit Terrine, La Quercia Prosciutto, Chicken Liver and Pickles); and "Shared" (Slow Roasted Pork Belly with Onion Confit, Heirloom Tomato and Arugula).

For lunch, "Small Plates" include items such as Heirloom Tomatoes with ricotta salata, olive relish, and basil pistou; and Albacore Tartare with miso, radish, pickled cucumber, and coriander. "Sandwiches" include Prosciutto and Fig with valley ford cheese, whole grain mustard, on sourdough; and the TRACE Burger with heirloom tomato, burrata, and grilled pancetta. "Main" items include English Pea Risotto with Morels, Torpedo Onions and Grana Padano; as well as Grilled Tombo with Summer Beans & Potato Salad. Farmed, Foraged, Crafted and Shared items are also featured on the TRACE lunch menu.

As for breakfast and weekend brunch, TRACE's seasonal offerings include items from the "Pantry," such as Summer Fruit Salad with Melons, Grapes, Straus Organic Yogurt and S.F. Honey; and Warm Whole Oat Groats with toasted almonds and tea soaked cherries. "Eggs & Specialties" include Toad in the Hole with grilled corn, sweet 100 tomatoes, peppers, and toasted brioche; Grand Marnier Soaked French Toast with Preserved Strawberries and House-Made Granola Crumble; and more. A selection of sides and fresh juices, as well as fair-trade coffee and teas by Equator Coffees & Teas, are also offered.

TRACE's local and sustainable focus is also seen in tabletop vases by Heath Ceramics of Sausalito. The menus were fashioned from repurposed wood by Bay Area-based artisan Luke Bartels, who works primarily with locally salvaged and sustainably harvested hardwoods. TRACE's water tumblers, made by BottleHood, were created from recycled glassware made from wine bottles. TRACE's local partners also include organic food expert Helge Hellberg and organic consultant Mark Mulcahy.

Taking a walk up the stairs from TRACE, guests will find Executive Chef Piscopo's cuisine also featured at the aptly named bar and lounge, UPSTAIRS, featuring an extensive list of cocktails crafted from local and organic ingredients and liquors; four sustainable, organic and/or biodynamic wines on tap; a selection of premium California wines; and nearly a dozen local beers, both bottled and on tap.

TRACE is open for breakfast Monday - Friday, 6:30 - 10:30 a.m.; and Saturday - Sunday, 7 - 10 a.m. Lunch is served Monday - Friday, 11:30 a.m. - 2 p.m. Brunch is served Saturday and Sunday, 10 a.m. - 2 p.m. TRACE is open for dinner Monday - Thursday and Sunday, 6 - p.m.; and Friday - Saturday, 6 - 11 p.m. Upstairs is open daily from 11 a.m. to 1:30 a.m.

TRACE is located in W San Francisco at 181 Third Street in San Francisco. For more information, please visit www.TRACE-sf.com or call (415) 817-7836.
About W San Francisco
Located in the heart of the SoMA district, W San Francisco is the ultimate urban oasis, with panoramic views of the city's skyline and a breathtaking view of the Bay Bridge. W San Francisco's chic and contemporary style is mixed with Asian influences and whimsical touches such as Chinese checker boards and framed origami butterflies made from old San Francisco trolley tickets, symbolizing the hybrid of an iconic American city and its marriage with Asian culture. With over seven state-of-the-art meeting room and banquet spaces, W San Francisco can accommodate every meeting planner's needs. The Living Room and meeting rooms include chic metro sleeping pods and a glowing fireplace, a perfect gathering spot for cocktails or an energizing place to work. Centrally located and minutes from Union Square, W San Francisco is in a prime location that is walking distance to key interest points such as the San Francisco Museum of Modern Art, Yerba Buena Gardens, and the waterfront. A favorite venue for art exhibitions, film screenings, fashion gatherings and music events, W San Francisco has firmly established itself as the most hip, stylish and forward-thinking luxury hotel in the city. www.whotels.com/sanfrancisco

W San Francisco Unveils Plans for New Restaurant TRACE - Opening Summer 2011

TRACE Marks the First of W San Francisco's Planned Redesigns To Reflect a "Localist" Lifestyle Experience

SAN FRANCISCO (May 2011) - W San Francisco has unveiled plans for its new restaurant, TRACE, opening in summer 2011. TRACE will mark the first of the hotel's current restyling of the welcome desk, bar, and restaurant venues to reflect a more "localist" lifestyle experience. With a focus on traceable ingredients and high-quality, conscious cuisine, TRACE will capture the vibrant, local personality of the Bay Area along with a dedication to socially responsible eating. Executive Chef Paul Piscopo will continue at the helm of the hotel's signature restaurant alongside local foragers and a strategic partnership with celebrity organic food expert Helge Hellberg.

"We are thrilled to introduce TRACE as the first phase of our property refresh," said Michael Pace, General Manager of W San Francisco. "With seasonally driven selections and a menu that has minimal impact on the environment, the restaurant perfectly reflects our commitment to sustainable practices, which informs everything we do."

A life-long advocate of conscious cuisine, Chef Piscopo will continue to lead his team to farm, forage, craft, and source the freshest ingredients - serving meals comprised of ingredients that can be confidently traced back to their natural origins. The team will source the highest-quality products and cultivate strong partnerships with local and regional farmers, fisherman, artisanal producers and distributors of sustainable and organic food and beverage products.

The TRACE menu will feature a selection of small and large shared plates as well as seasonal salads and sandwiches. Notable items include: Burrata & peaches with la quercia prosciutto and cherry mustarda; sweet corn sformato with smoked corn bread crouton, chili, and lime; and a local albacore crudo with tomato ham, pickled squash and cucumber.

In conjunction with the launch of TRACE, W San Francisco will undergo a renovation and restyling of its bar venues. Piscopo's cuisine will be featured in the Living Room Bar, which will offer four premium wines and eight local beers on tap as well as an extensive cocktail menu featuring classic favorites crafted from locally distilled spirits. The new Upstairs bar and lounge will focus on the highest quality cocktails and top-shelf liquors.

W San Francisco is located at 181 Third Street in San Francisco. For more information, please visit www.wsanfrancisco.com or call (415) 777-5300.