Peter Hartlaub is the San Francisco Chronicle’s Culture Critic, specializing in hyperlocal stories that bridge past and present. With 25 years at the Chronicle—including 17 as a film critic—he now leads the Total SF initiative, exploring the Bay Area’s quirks through podcasts, newsletters, and participatory journalism.
“I’m a journalist but also a concierge and a ringmaster. My goal is to get out and meet every one of our newsletter readers.”
From interviewing Jon Stewart at SF’s Bill Graham Civic Auditorium to co-founding Total SF, Hartlaub’s work celebrates the Bay Area’s idiosyncrasies while advocating for equitable urban development.
Peter Hartlaub’s career at the San Francisco Chronicle spans over two decades, rooted in a deep connection to the Bay Area. Starting as a paperboy for the Chronicle in the early 1980s, Hartlaub joined the newsroom in 2000 as a film critic before transitioning to his current role as Culture Critic. His work blends investigative journalism with a passion for preserving local history, often drawing from the Chronicle’s archives to contextualize modern trends.
In this immersive piece, Hartlaub documents his attempt to visit all 50 BART stations in a single day, a challenge inspired by a grassroots transit enthusiast community. The article blends self-deprecating humor with sharp observations about urban mobility, highlighting both the system’s flaws (like delayed trains) and its underappreciated beauty (stunning views from the Oakland Airport Connector). By interviewing BART officials and riders, Hartlaub frames public transit as a communal experience rather than a utilitarian necessity. The piece went viral locally, sparking discussions about infrastructure funding and civic pride.
Hartlaub revisits a 1985 Chronicle series predicting San Francisco’s gentrification, juxtaposing its alarmist warnings about croissants and fern bars with today’s reality of tech-driven wealth disparity. Through archival research and interviews with urban studies experts, he critiques the paper’s historical blind spots while applauding its early recognition of middle-class displacement. The article serves as a meta-commentary on media narratives, illustrating how fear of change often overshadows substantive policy discussions.
In this candid Q&A with the Alameda Post, Hartlaub reflects on his career missteps (like falsely reporting a local celebrity’s death) and philosophical approach to journalism. He emphasizes the importance of authenticity over fame, crediting mentors like Herb Kamm for helping him overcome early struggles with ADHD. The interview reveals his commitment to hyperlocal storytelling, particularly in Alameda, where he’s documented everything from turkey populations to bike paths.
Hartlaub’s work is deeply rooted in Northern California, with little interest in national or international trends. Successful pitches should tie stories to local history, landmarks, or communities. For example, his BART speedrun article used a viral challenge to explore transit equity, while his gentrification analysis drew from 40-year-old Chronicle archives. Pitch ideas that highlight how broader issues (e.g., climate change, tech innovation) manifest uniquely in the Bay Area.
Hartlaub frequently immerses himself in stories, whether attending underground comedy shows or biking through the Posey Tube tunnel. Propose ideas that involve hands-on exploration, such as profiling a neighborhood through its small businesses or retracing historical events. His piece on the “harrowing bike ride” through Alameda’s tube exemplifies this approach, blending personal narrative with urban design critique.
As co-host of the Total SF podcast, Hartlaub revitalizes overlooked stories, like the origins of Anchor Steam Beer or the 1960s counterculture shift from North Beach to Haight-Ashbury. Pitch topics that resurrect archival materials, interview longtime residents, or challenge popular myths about San Francisco. Avoid well-trodden subjects like the Golden Gate Bridge—instead, highlight quirks like the city’s failed 1950s subway plans.
Hartlaub prioritizes stories about unsung community members, from high school basketball coaches to vintage Muni bus drivers. His Alameda Post interview underscores his belief that “journalism feeling” comes from amplifying ordinary voices. Pitch profiles of local activists, small-business owners, or volunteers, particularly those preserving cultural traditions amid rapid change.
Despite interviewing figures like Jon Stewart, Hartlaub avoids celebrity gossip or red-carpet reporting. His 2007 Bee Movie interview with Jerry Seinfeld—a “humiliating” experience—reinforced his preference for grassroots storytelling. Focus instead on how fame intersects with local culture, such as the legacy of Bay Area-based artists like Maya Angelou or the connection between Silicon Valley CEOs and public transit advocacy.
At PressContact, we aim to help you discover the most relevant journalists for your PR efforts. If you're looking to pitch to more journalists who write on Culture, here are some other real estate journalist profiles you may find relevant:
