Really depends on what kind of trip you want. In some cases, I would suggest staying outside of the city. But if you’re going to spend all your time in a pretty central area, staying within it makes sense.
If you’re going for the first time and want to be within the city, Union Square and the Embarcadero are the places to stay. They’re the nicest areas and closest to the most stuff. They’re also accessible by BART very easily. Some areas require a car, but driving in the city can be ####ing exhausting (especially if you need to do the bay bridge within 2 hrs of rush hour).
Actually, never drive anyone there during rush hour.
What are your priorities/must see stuff, if anything?
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