Airbnb just doesn't seem to get it.
The room rental company launched a brutally tone-deaf advertising campaign in San Francisco ahead of a vote on new regulations that could hamper the company's business.
The ads attempt to point out that the taxes Airbnb wants to pay the city would go to things like libraries and schools. Right now, San Francisco doesn't allow Airbnb to pay taxes, partly because of the required changes in legislation and partly because the city's hotel industry has opposed legitimizing Airbnb.
Airbnb estimates it would pay about $12 million in hotel taxes. San Francisco hotels pay roughly $250 million in taxes a year.
The ads seem to insinuate that the people of San Francisco should feel fortunate that Airbnb seeks to provide such crucial support.
San Francisco residents were not amused.
The ads touted the hotel taxes that Airbnb had been paying with phrases that were, at best, passive-aggressive.
"Dear Public Library System, We hope you use some of the $12 million in hotel taxes to keep the library open later. Love, Airbnb," read one ad.
"Dear SF Tax Collector, You know the $12 million in hotel taxes? Don't spend it all in one place. Love, Airbnb," read another.
The ads appeared at bus stops and on billboards. Another read "Dear Board of Education, Please use some of the $12 million in hotel taxes to keep art in schools. Love, Airbnb."
Dear @Airbnb These passive-aggressive bus kiosk ads are *not cool* No love, the librarians https://t.co/rdo39E7sdz pic.twitter.com/Lf3TCAYYbw— jessamyn west (@jessamyn) October 21, 2015
Chill billboard, @airbnb pic.twitter.com/4QuRJSaG0N— ｊｄｅｎ (@jden415) October 22, 2015
@kimmaicutler @gamoid @ashleymayer pic.twitter.com/Wl7bEtHtIH— Kyle Huey (@khuey_) October 22, 2015
Airbnb confirmed to other media outlets that they did place the ads and now plans to take them down after the blowback.
“The intent was to show the hotel tax contribution from our hosts and guests, which is roughly $1 million per month. It was the wrong tone and we apologize to anyone who was offended. These ads are being taken down immediately," Airbnb told SF Weekly.
We apologize for Wednesday’s SF ads. They displayed poor judgment and do not live up to the values and humanity of our global community.— Airbnb (@Airbnb) October 22, 2015
That will be too little too late, as the damage appears to be done.
Among the most pointed critiques has come from Martha Kenney, an assistant professor at San Francisco State University, who pointed out that Airbnb's taxes were barely enough to keep the library system open for more than a couple extra minutes.