A KQED series exploring the creative extremes and quiet compromises we make to continue living in the Bay Area and California. Follow along with our newsletter.
Remember Your Mom’s ‘Tanda’? Young Latinos Are Giving It a Tech-Savvy Twist
Redwood City to Vote on Rent Control in November
How to Watch Bay Area Baseball on a Budget
Surveillance Pricing Is Making Life More Expensive. Here’s How It Works and What You Can Do
To Fund Affordable Food, San Francisco Looks to Tax Vacant Grocery Stores, Pharmacies
San Francisco Weighs PG&E Takeover Amid Soaring Utility Costs
How 1 Oakland Woman Is Building Community in an Increasingly Unaffordable Bay Area
Escaping the Surveillance Pricing Trap
Saws, Sewing Machines and Telescopes: The Surprising Things on Loan From Your Library
Didn’t Save Enough for Retirement? Here’s How to Afford Aging in the Bay Area
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Find the \u003c/em>\u003ca href=\"https://www.kqed.org/affordability\">\u003cem>full series here\u003c/em>\u003c/a>\u003cem>.\u003c/em>\u003c/p>\n\u003cp>Some Bay Area \u003ca href=\"https://www.kqed.org/news/tag/baseball\">baseball\u003c/a> fans may say that watching your team play at their home field, surrounded by fans buzzing with excitement before first pitch — is priceless.\u003c/p>\n\u003cp>But others will tell you that living here is only getting \u003ca href=\"https://www.kqed.org/affordability\">much more expensive\u003c/a> — and that they’ll gladly find ways to save while supporting their team.\u003c/p>\n\u003cp>[ad fullwidth]\u003c/p>\n\u003cp>With the start of July, we’re roughly halfway through the regular Major League Baseball season.\u003c/p>\n\u003cp>And while Bay Area baseball fans are still mourning the \u003ca href=\"https://www.kqed.org/news/12006567/photos-fans-flood-coliseum-to-bid-emotional-farewell-at-as-last-game-in-oakland\">loss of the A’s\u003c/a> (based in West Sacramento for now before their move to Las Vegas in 2028), there are teams all over the region to root for — including the San Francisco Giants, of course.\u003c/p>\n\u003cp>We dived into the numbers — and asked the experts — to learn the best strategies for enjoying baseball in person with family and friends while keeping costs down.\u003c/p>\n\u003cul>\n\u003cli>\u003cstrong>Jump straight to: \u003ca href=\"#CosteffectivealternativestowatchingtheGiants\">Cost-effective alternatives to watching the Giants\u003c/a>\u003c/strong>\u003c/li>\n\u003c/ul>\n\u003cfigure id=\"attachment_12046979\" class=\"wp-caption aligncenter\" style=\"max-width: 1999px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12046979\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2025/07/250521-BaseballPsychology-50-BL_qed.jpg\" alt=\"\" width=\"1999\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2025/07/250521-BaseballPsychology-50-BL_qed.jpg 1999w, https://cdn.kqed.org/wp-content/uploads/sites/10/2025/07/250521-BaseballPsychology-50-BL_qed-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2025/07/250521-BaseballPsychology-50-BL_qed-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\">\u003cfigcaption class=\"wp-caption-text\">San Francisco Giants right fielder Mike Yastrzemski runs to first base after hitting the ball during a game against the Kansas City Royals at Oracle Park on May 21, 2025. Off the field, he advocates for mental health awareness in professional sports.\u003c/figcaption>\u003c/figure>\n\u003ch2>Cutting down on costs for SF Giants tickets\u003c/h2>\n\u003cp>The Giants may be having a rough season — it’s tough to see them so far from the Dodgers and Padres in league standings — but fans are still snatching up good seats. A Giants spokesperson shared four different ways with us to save on tickets this season:\u003c/p>\n\u003cp>\u003cstrong>Fan Value Games\u003c/strong>\u003c/p>\n\u003cp>For \u003ca href=\"https://www.mlb.com/giants/tickets/specials/fan-value-games\">select games\u003c/a> this season, you can get tickets in either the 300 section (the “nosebleed” seats) or the bleachers (behind left field, so no views of the Bay) starting at $16.\u003c/p>\n\u003cp>Keep in mind that the cheapest tickets in the 300 section run out pretty quickly and some games only have bleacher seats left — so you may have better luck at finding 300 section seats for games scheduled later this summer.\u003c/p>\n\u003cp>\u003cstrong>Summer Brews & Baseball\u003c/strong>\u003c/p>\n\u003cp>For July home games (which include games against the Toronto Blue Jays, Colorado Rockies, Los Angeles Angels and Milwaukee Brewers), you can buy \u003ca href=\"https://www.mlb.com/giants/tickets/specials/beer\">discounted Summer Brews & Baseball tickets\u003c/a> which will also include a voucher for a Coors Light beer or another concession item up to $17 in value.[aside postID=news_12089221 hero='https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/GettyImages-614276824.jpg']As of this story’s publication, some games still have seats starting at $19, but others are seeing the cheaper tickets go much faster — so be quick.\u003c/p>\n\u003cp>\u003cstrong>Special ticket offers for certain fans\u003c/strong>\u003c/p>\n\u003cp>The Giants offer up to a 40% discount for students, educators, healthcare workers, seniors and military members. Friday games usually have the biggest discounts — but you will have to buy tickets online through the official Giants ticket platform to confirm you qualify.\u003c/p>\n\u003cp>Students, for example, will have to confirm their university and school-provided email, while healthcare workers will need to upload a photo of their work-issued ID or another confirming document.\u003c/p>\n\u003cp>\u003cstrong>Weekend Four Packs\u003c/strong>\u003c/p>\n\u003cp>These are \u003ca href=\"https://www.mlb.com/giants/tickets/specials/weekend-offer\">discounted ticket packs\u003c/a> that come with a $20 voucher for food or drink purchases at the stadium. They’re only available for Friday and weekend games, and while the Giants advertise that a four-ticket pack starts at $139 (roughly $35 per ticket), what you end up paying depends on available seats. For some games, individual tickets that qualify for this offer range from $67 to $150.\u003c/p>\n\u003ch2>Other ways to save at an SF Giants game\u003c/h2>\n\u003cp>\u003cstrong>Get creative with your seats\u003c/strong>\u003c/p>\n\u003cp>Remember, if you want tickets for less than $100, you’ll most likely have to stick to higher seats in the 300 section of the stadium. But longtime fans say that even if seats are far away from the action on the field, you’re still going to have a good time.\u003c/p>\n\u003cp>“With Giants games, you don’t have to feel stressed out about buying an expensive ticket in the 100 section,” San Francisco baseball fan Max Fisher said. “If you get the cheapest ticket and sit in the 300 section, you look out at the Bay, the boats going by and Treasure Island. It’s just really beautiful no matter where you sit.”\u003c/p>\n\u003cfigure id=\"attachment_11993353\" class=\"wp-caption aligncenter\" style=\"max-width: 1920px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-11993353\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2024/07/240708-WillieMaysCelebration-121-BL.jpg\" alt=\"A white man wearing a black baseball cap and woman wearing a white hat clap in their seats.\" width=\"1920\" height=\"1280\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2024/07/240708-WillieMaysCelebration-121-BL.jpg 1920w, https://cdn.kqed.org/wp-content/uploads/sites/10/2024/07/240708-WillieMaysCelebration-121-BL-800x533.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/10/2024/07/240708-WillieMaysCelebration-121-BL-1020x680.jpg 1020w, https://cdn.kqed.org/wp-content/uploads/sites/10/2024/07/240708-WillieMaysCelebration-121-BL-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2024/07/240708-WillieMaysCelebration-121-BL-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\">\u003cfigcaption class=\"wp-caption-text\">Clark Hancock, 73, claps during a Celebration of Life for Willie Mays, the San Francisco Giants Hall of Famer, at Oracle Park in San Francisco on July 8, 2024. Hancock traveled from Vegas for the celebration. \u003ccite>(Beth LaBerge/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>Want to try your luck at catching a foul ball? You still have a slim chance of doing so in the first ten rows of the 300 section, Fisher said. “Which is fun — at least for people who think they have a chance to do that.”\u003c/p>\n\u003cp>If you end up in the bleachers facing away from the Bay, you’ll be in one of the most energized areas of the stadium. “The bleachers are super lively and a ton of fun to hang out with a lot of the local die-hard fans,” Fisher said.\u003c/p>\n\u003cp>And for the more adventurous, you can also consider \u003ca href=\"https://www.kqed.org/news/12039317/watch-sf-giants-kayak-rental-mccovey-cove-this-season\">renting a kayak\u003c/a> and watching the game while floating on the Bay. A three-hour reservation can range from $89 to $120 (additional fees not included) per person.\u003c/p>\n\u003cp>\u003cstrong>Bring your own food \u003c/strong>\u003c/p>\n\u003cp>While you may be craving pretzels or chicken tenders while watching the game, one way to save money at Oracle Park is by bringing in your own food. You can bring outside food as long as it’s stored in a container that follows \u003ca href=\"https://www.mlb.com/giants/ballpark/information/permitted-items\">stadium guidelines\u003c/a> (meaning: no coolers or massive backpacks). The same goes for water, as long as it’s brought in a reusable bottle. Outside alcoholic beverages, however, are not permitted.\u003c/p>\n\u003cp>\u003cstrong>Look for free merch\u003c/strong>\u003c/p>\n\u003cp>There are a bunch of free merch days on the \u003ca href=\"https://www.mlb.com/giants/tickets/promotions\">Giants schedule\u003c/a>: when the first few thousand fans at a game can receive a free bobblehead or special themed merch. But be ready, these giveaways can be \u003ca href=\"https://www.sfgate.com/giants/article/sf-giants-fans-furious-latest-giveaway-debacle-20368800.php\">quite competitive\u003c/a> — many fans waited for hours before a game against the Atlanta Braves last year just to get a Hello Kitty jersey.\u003c/p>\n\u003cfigure id=\"attachment_11745841\" class=\"wp-caption aligncenter\" style=\"max-width: 1920px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-11745841\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2019/05/RS37014_IMG_0523-qut.jpg\" alt=\"Some of the many bobbleheads the Giants have produced since 1999 include musical legends Tony Bennett, Frank Sinatra and Carlos Santana.\" width=\"1920\" height=\"1440\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2019/05/RS37014_IMG_0523-qut.jpg 1920w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/05/RS37014_IMG_0523-qut-160x120.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/05/RS37014_IMG_0523-qut-800x600.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/05/RS37014_IMG_0523-qut-1020x765.jpg 1020w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/05/RS37014_IMG_0523-qut-1200x900.jpg 1200w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/05/RS37014_IMG_0523-qut-1832x1374.jpg 1832w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/05/RS37014_IMG_0523-qut-1376x1032.jpg 1376w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/05/RS37014_IMG_0523-qut-1044x783.jpg 1044w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/05/RS37014_IMG_0523-qut-632x474.jpg 632w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/05/RS37014_IMG_0523-qut-536x402.jpg 536w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\">\u003cfigcaption class=\"wp-caption-text\">Some of the many bobbleheads the Giants have produced since 1999 include musical legends Tony Bennett, Frank Sinatra and Carlos Santana. \u003ccite>(Ryan Levi/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>(Going with young kids and worried that your budget won’t cover regular merch? Take them for a \u003ca href=\"https://www.tiktok.com/@steph.l.harris/video/7219723813364256042\">walk around the stadium\u003c/a> to keep them entertained. Walk to the left field bleachers to the Coca-Cola slide, get a selfie with the biggest baseball glove in the world and hit some whiffle balls in the 50-by-50 foot replica of Oracle Park.)\u003c/p>\n\u003cp>\u003cstrong>Save on parking\u003c/strong>\u003c/p>\n\u003cp>If you \u003cem>really\u003c/em> need to drive but want to save on parking, you can book a spot at a parking lot near Oracle Park ahead of time with booking website SpotHero. A three-hour reservation in the Mission Bay neighborhood can range from $10 up to $26 in the pricier Chase Center parking lot.\u003c/p>\n\u003cp>If you’re trying to avoid paying for a spot entirely, some fans recommend parking near Mission and 16th Street and taking the 22 Muni bus straight to Oracle Park.\u003c/p>\n\u003cp>\u003cstrong>Take public transit\u003c/strong>\u003c/p>\n\u003cp>There are plenty of public transportation options available near Oracle Park to save on gas and parking.\u003c/p>\n\u003cp>\u003cem>Coming in from San Mateo County and downtown San José? \u003c/em>Take Caltrain to 4th and King station. Adult ticket prices depend on how far you’re traveling: Coming from San José will cost $10.75, while a trip from Redwood City will be $6.25.\u003c/p>\n\u003cfigure id=\"attachment_12081645\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12081645\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/04/260428-TRANSITRIDERSHIPREBOUND00197_TV-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/04/260428-TRANSITRIDERSHIPREBOUND00197_TV-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/04/260428-TRANSITRIDERSHIPREBOUND00197_TV-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/04/260428-TRANSITRIDERSHIPREBOUND00197_TV-KQED-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Trains are stationed at the Caltrain station on King and Fourth streets in San Francisco on April 27, 2026. \u003ccite>(Tâm Vũ/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>Youth tickets (18 and under) are priced at $1, regardless of the distance.\u003c/p>\n\u003cp>\u003cem>Coming in from the East Bay? \u003c/em>Take BART to Powell Street station, where you can transfer to either \u003ca href=\"https://www.sfmta.com/maps/muni-metro-map\">Muni Metro\u003c/a>’s Judah or T Third line. While Muni fare is fixed (currently $2.85 per adult and free for youth 18 and under), BART will charge you based on how long your trip is.\u003c/p>\n\u003ch2>\u003ca id=\"CosteffectivealternativestowatchingtheGiants\">\u003c/a>There’s a lot of baseball beyond Oracle Park\u003c/h2>\n\u003cp>While you may love the Giants (or the view from Oracle Park), getting to San Francisco still means investing time and money. Luckily, you still have plenty of options in other parts of the Bay Area to enjoy a good ballgame.\u003c/p>\n\u003cp>\u003cstrong>The Oakland Ballers\u003c/strong>\u003c/p>\n\u003cp>In just its third season in existence, this East Bay team has already \u003ca href=\"https://www.kqed.org/news/12057075/ballers-bring-home-oaklands-first-baseball-title-since-1989\">claimed\u003c/a> one Pioneer League Championship — the Town’s first baseball championship since 1989, when the Athletics still called the Coliseum home.\u003c/p>\n\u003cp>As for the Ballers’ home, that’s Raimondi Park: located about a 20-minute walk or 10-minute bus ride from West Oakland BART station.\u003c/p>\n\u003cp>After the A’s left the city in 2024, the Ballers sought to bring different parts of the Oakland identity into the field. Too $hort has performed at a game this season already, followed by a punk rock night a few weeks later.\u003c/p>\n\u003cfigure id=\"attachment_12058699\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12058699\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2025/10/20251005_OaklandBallersParade_GC-29_qed.jpg\" alt='A Black woman wearing yellow clothing waves while holding a green sign that says \"Built by Oakland\" in a red vehicle.' width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2025/10/20251005_OaklandBallersParade_GC-29_qed.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2025/10/20251005_OaklandBallersParade_GC-29_qed-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2025/10/20251005_OaklandBallersParade_GC-29_qed-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Oakland Mayor Barbara Lee attends the Oakland Ballers championship parade in Oakland on October 5, 2025. \u003ccite>(Gina Castro/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cem>Cost: General admission seats behind first and third base usually go for less than $25. Seats behind the pitcher can range from $35 to $50. Fieldside seats are offered at $105. \u003c/em>\u003c/p>\n\u003cp>\u003cem>Keep an eye out for deals specific to \u003c/em>\u003ca href=\"https://www.oaklandballers.com/news/2026/04/10-things-to-know-about-2026\">\u003cem>the day of the week\u003c/em>\u003c/a>\u003cem> as well. On Wednesday, for example, if you buy food at the game, you’ll get $15 off your first food order.\u003c/em>\u003c/p>\n\u003cp>\u003cstrong>The San José Giants\u003c/strong>\u003c/p>\n\u003cp>The Single-A minor league affiliate of the San Francisco Giants plays at Excite Ballpark, south of San José’s downtown.\u003c/p>\n\u003cp>For many South Bay families, a San José Giants game is \u003ca href=\"https://www.reddit.com/r/SanJose/comments/1bv1vzs/first_timer_at_sj_giants_game_any_tips/\">tradition\u003c/a>: churros from Olimpos (pretty big portions going for about $6), watching Gigante — one of the \u003cem>most\u003c/em> enthusiastic mascots in baseball — dance all over the field, and a spectacular fireworks show at the end of most games.\u003c/p>\n\u003cfigure id=\"attachment_12029836\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12029836\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2025/03/SanJoseGiantsGetty.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2025/03/SanJoseGiantsGetty.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2025/03/SanJoseGiantsGetty-800x533.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/10/2025/03/SanJoseGiantsGetty-1020x680.jpg 1020w, https://cdn.kqed.org/wp-content/uploads/sites/10/2025/03/SanJoseGiantsGetty-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2025/03/SanJoseGiantsGetty-1536x1024.jpg 1536w, https://cdn.kqed.org/wp-content/uploads/sites/10/2025/03/SanJoseGiantsGetty-1920x1280.jpg 1920w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">San José Giants’ Ryan Lormand is tagged out at home by High Desert Mavericks catcher Travis Scott while trying to score on a fly ball in the third inning at Municipal Stadium, in San José, California, on July 9, 2009. \u003ccite>(Chris Talley/Icon SMI/Corbis/Icon Sportswire via Getty Images)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cem>Cost: Seating behind the pitcher can range from $8 in the upper section to $35 in rows closest to the field. You can also reserve a picnic table that can sit up to eight guests (normally $23.50 per person) near first base.\u003c/em>\u003c/p>\n\u003cp>\u003cstrong>San José National Adult Baseball Association teams\u003c/strong>\u003c/p>\n\u003cp>Comprising dozens of teams located in the South Bay, the East Bay and the Peninsula, NABA welcomes college-level and former pro-level players.\u003c/p>\n\u003cp>Most games are free and played at public parks or high schools.\u003c/p>\n\u003cp>The regular summer season for NABA’s three divisions lasts 12 weeks from March till the end of July. You can find the complete \u003ca href=\"https://www.sjnaba.org/teams/default.asp?u=SANJOSENABA&s=baseball&p=schedule&d=ALL&div=ALL\">schedule of upcoming games here\u003c/a>.\u003c/p>\n\u003cp>\u003cem>Cost: Games are free and played across the Bay Area.\u003c/em>\u003c/p>\n\u003cp>\u003cem>This story includes reporting by KQED’s \u003ca href=\"https://www.kqed.org/author/emanoukian\">Elize Manoukian\u003c/a>.\u003c/em>\u003c/p>\n\u003cp>[ad floatright]\u003c/p>\n",
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"excerpt": "Love baseball but trying to save money? Whether you’re trying to root for the San Francisco Giants at Oracle Park or the Bay Area’s other baseball teams, there are ways for fans to keep a budget.",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003cp>\u003cem>This story is part of \u003c/em>\u003ca href=\"https://www.kqed.org/affordability\">\u003cem>How We Get By\u003c/em>\u003c/a>\u003cem>, a KQED series exploring how people are coping with rising costs in the Bay Area and California. Find the \u003c/em>\u003ca href=\"https://www.kqed.org/affordability\">\u003cem>full series here\u003c/em>\u003c/a>\u003cem>.\u003c/em>\u003c/p>\n\u003cp>Some Bay Area \u003ca href=\"https://www.kqed.org/news/tag/baseball\">baseball\u003c/a> fans may say that watching your team play at their home field, surrounded by fans buzzing with excitement before first pitch — is priceless.\u003c/p>\n\u003cp>But others will tell you that living here is only getting \u003ca href=\"https://www.kqed.org/affordability\">much more expensive\u003c/a> — and that they’ll gladly find ways to save while supporting their team.\u003c/p>\n\u003cp>\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003c/p>\n\u003cp>With the start of July, we’re roughly halfway through the regular Major League Baseball season.\u003c/p>\n\u003cp>And while Bay Area baseball fans are still mourning the \u003ca href=\"https://www.kqed.org/news/12006567/photos-fans-flood-coliseum-to-bid-emotional-farewell-at-as-last-game-in-oakland\">loss of the A’s\u003c/a> (based in West Sacramento for now before their move to Las Vegas in 2028), there are teams all over the region to root for — including the San Francisco Giants, of course.\u003c/p>\n\u003cp>We dived into the numbers — and asked the experts — to learn the best strategies for enjoying baseball in person with family and friends while keeping costs down.\u003c/p>\n\u003cul>\n\u003cli>\u003cstrong>Jump straight to: \u003ca href=\"#CosteffectivealternativestowatchingtheGiants\">Cost-effective alternatives to watching the Giants\u003c/a>\u003c/strong>\u003c/li>\n\u003c/ul>\n\u003cfigure id=\"attachment_12046979\" class=\"wp-caption aligncenter\" style=\"max-width: 1999px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12046979\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2025/07/250521-BaseballPsychology-50-BL_qed.jpg\" alt=\"\" width=\"1999\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2025/07/250521-BaseballPsychology-50-BL_qed.jpg 1999w, https://cdn.kqed.org/wp-content/uploads/sites/10/2025/07/250521-BaseballPsychology-50-BL_qed-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2025/07/250521-BaseballPsychology-50-BL_qed-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\">\u003cfigcaption class=\"wp-caption-text\">San Francisco Giants right fielder Mike Yastrzemski runs to first base after hitting the ball during a game against the Kansas City Royals at Oracle Park on May 21, 2025. Off the field, he advocates for mental health awareness in professional sports.\u003c/figcaption>\u003c/figure>\n\u003ch2>Cutting down on costs for SF Giants tickets\u003c/h2>\n\u003cp>The Giants may be having a rough season — it’s tough to see them so far from the Dodgers and Padres in league standings — but fans are still snatching up good seats. A Giants spokesperson shared four different ways with us to save on tickets this season:\u003c/p>\n\u003cp>\u003cstrong>Fan Value Games\u003c/strong>\u003c/p>\n\u003cp>For \u003ca href=\"https://www.mlb.com/giants/tickets/specials/fan-value-games\">select games\u003c/a> this season, you can get tickets in either the 300 section (the “nosebleed” seats) or the bleachers (behind left field, so no views of the Bay) starting at $16.\u003c/p>\n\u003cp>Keep in mind that the cheapest tickets in the 300 section run out pretty quickly and some games only have bleacher seats left — so you may have better luck at finding 300 section seats for games scheduled later this summer.\u003c/p>\n\u003cp>\u003cstrong>Summer Brews & Baseball\u003c/strong>\u003c/p>\n\u003cp>For July home games (which include games against the Toronto Blue Jays, Colorado Rockies, Los Angeles Angels and Milwaukee Brewers), you can buy \u003ca href=\"https://www.mlb.com/giants/tickets/specials/beer\">discounted Summer Brews & Baseball tickets\u003c/a> which will also include a voucher for a Coors Light beer or another concession item up to $17 in value.\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>As of this story’s publication, some games still have seats starting at $19, but others are seeing the cheaper tickets go much faster — so be quick.\u003c/p>\n\u003cp>\u003cstrong>Special ticket offers for certain fans\u003c/strong>\u003c/p>\n\u003cp>The Giants offer up to a 40% discount for students, educators, healthcare workers, seniors and military members. Friday games usually have the biggest discounts — but you will have to buy tickets online through the official Giants ticket platform to confirm you qualify.\u003c/p>\n\u003cp>Students, for example, will have to confirm their university and school-provided email, while healthcare workers will need to upload a photo of their work-issued ID or another confirming document.\u003c/p>\n\u003cp>\u003cstrong>Weekend Four Packs\u003c/strong>\u003c/p>\n\u003cp>These are \u003ca href=\"https://www.mlb.com/giants/tickets/specials/weekend-offer\">discounted ticket packs\u003c/a> that come with a $20 voucher for food or drink purchases at the stadium. They’re only available for Friday and weekend games, and while the Giants advertise that a four-ticket pack starts at $139 (roughly $35 per ticket), what you end up paying depends on available seats. For some games, individual tickets that qualify for this offer range from $67 to $150.\u003c/p>\n\u003ch2>Other ways to save at an SF Giants game\u003c/h2>\n\u003cp>\u003cstrong>Get creative with your seats\u003c/strong>\u003c/p>\n\u003cp>Remember, if you want tickets for less than $100, you’ll most likely have to stick to higher seats in the 300 section of the stadium. But longtime fans say that even if seats are far away from the action on the field, you’re still going to have a good time.\u003c/p>\n\u003cp>“With Giants games, you don’t have to feel stressed out about buying an expensive ticket in the 100 section,” San Francisco baseball fan Max Fisher said. “If you get the cheapest ticket and sit in the 300 section, you look out at the Bay, the boats going by and Treasure Island. It’s just really beautiful no matter where you sit.”\u003c/p>\n\u003cfigure id=\"attachment_11993353\" class=\"wp-caption aligncenter\" style=\"max-width: 1920px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-11993353\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2024/07/240708-WillieMaysCelebration-121-BL.jpg\" alt=\"A white man wearing a black baseball cap and woman wearing a white hat clap in their seats.\" width=\"1920\" height=\"1280\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2024/07/240708-WillieMaysCelebration-121-BL.jpg 1920w, https://cdn.kqed.org/wp-content/uploads/sites/10/2024/07/240708-WillieMaysCelebration-121-BL-800x533.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/10/2024/07/240708-WillieMaysCelebration-121-BL-1020x680.jpg 1020w, https://cdn.kqed.org/wp-content/uploads/sites/10/2024/07/240708-WillieMaysCelebration-121-BL-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2024/07/240708-WillieMaysCelebration-121-BL-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\">\u003cfigcaption class=\"wp-caption-text\">Clark Hancock, 73, claps during a Celebration of Life for Willie Mays, the San Francisco Giants Hall of Famer, at Oracle Park in San Francisco on July 8, 2024. Hancock traveled from Vegas for the celebration. \u003ccite>(Beth LaBerge/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>Want to try your luck at catching a foul ball? You still have a slim chance of doing so in the first ten rows of the 300 section, Fisher said. “Which is fun — at least for people who think they have a chance to do that.”\u003c/p>\n\u003cp>If you end up in the bleachers facing away from the Bay, you’ll be in one of the most energized areas of the stadium. “The bleachers are super lively and a ton of fun to hang out with a lot of the local die-hard fans,” Fisher said.\u003c/p>\n\u003cp>And for the more adventurous, you can also consider \u003ca href=\"https://www.kqed.org/news/12039317/watch-sf-giants-kayak-rental-mccovey-cove-this-season\">renting a kayak\u003c/a> and watching the game while floating on the Bay. A three-hour reservation can range from $89 to $120 (additional fees not included) per person.\u003c/p>\n\u003cp>\u003cstrong>Bring your own food \u003c/strong>\u003c/p>\n\u003cp>While you may be craving pretzels or chicken tenders while watching the game, one way to save money at Oracle Park is by bringing in your own food. You can bring outside food as long as it’s stored in a container that follows \u003ca href=\"https://www.mlb.com/giants/ballpark/information/permitted-items\">stadium guidelines\u003c/a> (meaning: no coolers or massive backpacks). The same goes for water, as long as it’s brought in a reusable bottle. Outside alcoholic beverages, however, are not permitted.\u003c/p>\n\u003cp>\u003cstrong>Look for free merch\u003c/strong>\u003c/p>\n\u003cp>There are a bunch of free merch days on the \u003ca href=\"https://www.mlb.com/giants/tickets/promotions\">Giants schedule\u003c/a>: when the first few thousand fans at a game can receive a free bobblehead or special themed merch. But be ready, these giveaways can be \u003ca href=\"https://www.sfgate.com/giants/article/sf-giants-fans-furious-latest-giveaway-debacle-20368800.php\">quite competitive\u003c/a> — many fans waited for hours before a game against the Atlanta Braves last year just to get a Hello Kitty jersey.\u003c/p>\n\u003cfigure id=\"attachment_11745841\" class=\"wp-caption aligncenter\" style=\"max-width: 1920px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-11745841\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2019/05/RS37014_IMG_0523-qut.jpg\" alt=\"Some of the many bobbleheads the Giants have produced since 1999 include musical legends Tony Bennett, Frank Sinatra and Carlos Santana.\" width=\"1920\" height=\"1440\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2019/05/RS37014_IMG_0523-qut.jpg 1920w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/05/RS37014_IMG_0523-qut-160x120.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/05/RS37014_IMG_0523-qut-800x600.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/05/RS37014_IMG_0523-qut-1020x765.jpg 1020w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/05/RS37014_IMG_0523-qut-1200x900.jpg 1200w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/05/RS37014_IMG_0523-qut-1832x1374.jpg 1832w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/05/RS37014_IMG_0523-qut-1376x1032.jpg 1376w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/05/RS37014_IMG_0523-qut-1044x783.jpg 1044w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/05/RS37014_IMG_0523-qut-632x474.jpg 632w, https://cdn.kqed.org/wp-content/uploads/sites/10/2019/05/RS37014_IMG_0523-qut-536x402.jpg 536w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\">\u003cfigcaption class=\"wp-caption-text\">Some of the many bobbleheads the Giants have produced since 1999 include musical legends Tony Bennett, Frank Sinatra and Carlos Santana. \u003ccite>(Ryan Levi/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>(Going with young kids and worried that your budget won’t cover regular merch? Take them for a \u003ca href=\"https://www.tiktok.com/@steph.l.harris/video/7219723813364256042\">walk around the stadium\u003c/a> to keep them entertained. Walk to the left field bleachers to the Coca-Cola slide, get a selfie with the biggest baseball glove in the world and hit some whiffle balls in the 50-by-50 foot replica of Oracle Park.)\u003c/p>\n\u003cp>\u003cstrong>Save on parking\u003c/strong>\u003c/p>\n\u003cp>If you \u003cem>really\u003c/em> need to drive but want to save on parking, you can book a spot at a parking lot near Oracle Park ahead of time with booking website SpotHero. A three-hour reservation in the Mission Bay neighborhood can range from $10 up to $26 in the pricier Chase Center parking lot.\u003c/p>\n\u003cp>If you’re trying to avoid paying for a spot entirely, some fans recommend parking near Mission and 16th Street and taking the 22 Muni bus straight to Oracle Park.\u003c/p>\n\u003cp>\u003cstrong>Take public transit\u003c/strong>\u003c/p>\n\u003cp>There are plenty of public transportation options available near Oracle Park to save on gas and parking.\u003c/p>\n\u003cp>\u003cem>Coming in from San Mateo County and downtown San José? \u003c/em>Take Caltrain to 4th and King station. Adult ticket prices depend on how far you’re traveling: Coming from San José will cost $10.75, while a trip from Redwood City will be $6.25.\u003c/p>\n\u003cfigure id=\"attachment_12081645\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12081645\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/04/260428-TRANSITRIDERSHIPREBOUND00197_TV-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/04/260428-TRANSITRIDERSHIPREBOUND00197_TV-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/04/260428-TRANSITRIDERSHIPREBOUND00197_TV-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/04/260428-TRANSITRIDERSHIPREBOUND00197_TV-KQED-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Trains are stationed at the Caltrain station on King and Fourth streets in San Francisco on April 27, 2026. \u003ccite>(Tâm Vũ/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>Youth tickets (18 and under) are priced at $1, regardless of the distance.\u003c/p>\n\u003cp>\u003cem>Coming in from the East Bay? \u003c/em>Take BART to Powell Street station, where you can transfer to either \u003ca href=\"https://www.sfmta.com/maps/muni-metro-map\">Muni Metro\u003c/a>’s Judah or T Third line. While Muni fare is fixed (currently $2.85 per adult and free for youth 18 and under), BART will charge you based on how long your trip is.\u003c/p>\n\u003ch2>\u003ca id=\"CosteffectivealternativestowatchingtheGiants\">\u003c/a>There’s a lot of baseball beyond Oracle Park\u003c/h2>\n\u003cp>While you may love the Giants (or the view from Oracle Park), getting to San Francisco still means investing time and money. Luckily, you still have plenty of options in other parts of the Bay Area to enjoy a good ballgame.\u003c/p>\n\u003cp>\u003cstrong>The Oakland Ballers\u003c/strong>\u003c/p>\n\u003cp>In just its third season in existence, this East Bay team has already \u003ca href=\"https://www.kqed.org/news/12057075/ballers-bring-home-oaklands-first-baseball-title-since-1989\">claimed\u003c/a> one Pioneer League Championship — the Town’s first baseball championship since 1989, when the Athletics still called the Coliseum home.\u003c/p>\n\u003cp>As for the Ballers’ home, that’s Raimondi Park: located about a 20-minute walk or 10-minute bus ride from West Oakland BART station.\u003c/p>\n\u003cp>After the A’s left the city in 2024, the Ballers sought to bring different parts of the Oakland identity into the field. Too $hort has performed at a game this season already, followed by a punk rock night a few weeks later.\u003c/p>\n\u003cfigure id=\"attachment_12058699\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12058699\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2025/10/20251005_OaklandBallersParade_GC-29_qed.jpg\" alt='A Black woman wearing yellow clothing waves while holding a green sign that says \"Built by Oakland\" in a red vehicle.' width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2025/10/20251005_OaklandBallersParade_GC-29_qed.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2025/10/20251005_OaklandBallersParade_GC-29_qed-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2025/10/20251005_OaklandBallersParade_GC-29_qed-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Oakland Mayor Barbara Lee attends the Oakland Ballers championship parade in Oakland on October 5, 2025. \u003ccite>(Gina Castro/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cem>Cost: General admission seats behind first and third base usually go for less than $25. Seats behind the pitcher can range from $35 to $50. Fieldside seats are offered at $105. \u003c/em>\u003c/p>\n\u003cp>\u003cem>Keep an eye out for deals specific to \u003c/em>\u003ca href=\"https://www.oaklandballers.com/news/2026/04/10-things-to-know-about-2026\">\u003cem>the day of the week\u003c/em>\u003c/a>\u003cem> as well. On Wednesday, for example, if you buy food at the game, you’ll get $15 off your first food order.\u003c/em>\u003c/p>\n\u003cp>\u003cstrong>The San José Giants\u003c/strong>\u003c/p>\n\u003cp>The Single-A minor league affiliate of the San Francisco Giants plays at Excite Ballpark, south of San José’s downtown.\u003c/p>\n\u003cp>For many South Bay families, a San José Giants game is \u003ca href=\"https://www.reddit.com/r/SanJose/comments/1bv1vzs/first_timer_at_sj_giants_game_any_tips/\">tradition\u003c/a>: churros from Olimpos (pretty big portions going for about $6), watching Gigante — one of the \u003cem>most\u003c/em> enthusiastic mascots in baseball — dance all over the field, and a spectacular fireworks show at the end of most games.\u003c/p>\n\u003cfigure id=\"attachment_12029836\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12029836\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2025/03/SanJoseGiantsGetty.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2025/03/SanJoseGiantsGetty.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2025/03/SanJoseGiantsGetty-800x533.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/10/2025/03/SanJoseGiantsGetty-1020x680.jpg 1020w, https://cdn.kqed.org/wp-content/uploads/sites/10/2025/03/SanJoseGiantsGetty-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2025/03/SanJoseGiantsGetty-1536x1024.jpg 1536w, https://cdn.kqed.org/wp-content/uploads/sites/10/2025/03/SanJoseGiantsGetty-1920x1280.jpg 1920w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">San José Giants’ Ryan Lormand is tagged out at home by High Desert Mavericks catcher Travis Scott while trying to score on a fly ball in the third inning at Municipal Stadium, in San José, California, on July 9, 2009. \u003ccite>(Chris Talley/Icon SMI/Corbis/Icon Sportswire via Getty Images)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>\u003cem>Cost: Seating behind the pitcher can range from $8 in the upper section to $35 in rows closest to the field. You can also reserve a picnic table that can sit up to eight guests (normally $23.50 per person) near first base.\u003c/em>\u003c/p>\n\u003cp>\u003cstrong>San José National Adult Baseball Association teams\u003c/strong>\u003c/p>\n\u003cp>Comprising dozens of teams located in the South Bay, the East Bay and the Peninsula, NABA welcomes college-level and former pro-level players.\u003c/p>\n\u003cp>Most games are free and played at public parks or high schools.\u003c/p>\n\u003cp>The regular summer season for NABA’s three divisions lasts 12 weeks from March till the end of July. You can find the complete \u003ca href=\"https://www.sjnaba.org/teams/default.asp?u=SANJOSENABA&s=baseball&p=schedule&d=ALL&div=ALL\">schedule of upcoming games here\u003c/a>.\u003c/p>\n\u003cp>\u003cem>Cost: Games are free and played across the Bay Area.\u003c/em>\u003c/p>\n\u003cp>\u003cem>This story includes reporting by KQED’s \u003ca href=\"https://www.kqed.org/author/emanoukian\">Elize Manoukian\u003c/a>.\u003c/em>\u003c/p>\n\u003cp>\u003c/p>\u003c/div>",
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"title": "Surveillance Pricing Is Making Life More Expensive. Here’s How It Works and What You Can Do",
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"content": "\u003cp>\u003cem>This story is a collaboration between KQED’s podcast \u003c/em>\u003ca href=\"https://www.kqed.org/podcasts/closealltabs\">\u003cem>Close All Tabs \u003c/em>\u003c/a>\u003cem>and \u003c/em>\u003ca href=\"https://www.kqed.org/affordability\">\u003cem>How We Get By\u003c/em>\u003c/a>\u003cem>, a series exploring how people are coping with rising costs in the Bay Area and California. \u003c/em>\u003c/p>\n\u003cp>In April, American airline company JetBlue accidentally, \u003cem>possibly \u003c/em>confirmed a superstition long suspected by travelers: that corporations might be looking at your internet data and price-gouging based on your habits.\u003c/p>\n\u003cp>As outlined in a class action lawsuit, a JetBlue customer posted on social media platform X to complain that a flight they were looking at had increased by $200 overnight.\u003c/p>\n\u003cp>To which JetBlue’s official corporate X account replied: \u003ca href=\"https://www.reuters.com/sustainability/boards-policy-regulation/lawsuit-accuses-jetblue-using-customers-personal-data-raise-air-fares-2026-04-23/\">‘Try clearing your cache and cookies or booking with an incognito window.\u003c/a>”\u003c/p>\n\u003cp>The post from JetBlue was a “stunning thing to see on Twitter,” said Lindsay Owens, an economic sociologist who runs \u003ca href=\"https://groundworkcollaborative.org/\">the affordability think tank Groundwork Collaborative\u003c/a>.\u003c/p>\n\u003cp>[ad fullwidth]\u003c/p>\n\u003cp>The company’s tweet was deleted, with \u003ca href=\"https://gizmodo.com/jetblue-responds-to-accusations-of-using-surveillance-pricing-after-viral-tweet-2000748602\">JetBlue’s team claiming\u003c/a> that the post was mistaken and that the carrier didn’t use personal information to set flight prices. But for experts like Owens, it felt like a confession.\u003c/p>\n\u003cp>JetBlue is \u003ca href=\"https://www.reuters.com/sustainability/boards-policy-regulation/lawsuit-accuses-jetblue-using-customers-personal-data-raise-air-fares-2026-04-23/\">now facing a lawsuit\u003c/a> for allegedly using what’s called “surveillance pricing.” But it’s not the first time Owens has run into this from an airline. In fact, last year, she said she listened in on \u003ca href=\"https://abcnews.com/GMA/Travel/delta-ai-ticket-pricing-means-air-travel/story?id=124343088\">a Delta call discussing the carrier’s new partnership with Israel-based AI company\u003c/a> Fetcherr, which specializes in personalized pricing.\u003c/p>\n\u003cp>In Fetcherr’s white paper, “phase two was called \u003ca href=\"https://www.bloomberg.com/news/articles/2025-08-04/how-ai-can-raise-airline-ticket-prices\">‘the exploitation phase,’\u003c/a>” Owens said. “That’s when they’ve learned everything they can about Delta’s competitors, about their customers, and when they start going for broke, and they start increasing those prices and getting better revenues for Delta.”\u003c/p>\n\u003cfigure id=\"attachment_12050041\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12050041\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2025/07/DeltaSFOGetty.jpg\" alt=\"\" width=\"2000\" height=\"1332\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2025/07/DeltaSFOGetty.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2025/07/DeltaSFOGetty-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2025/07/DeltaSFOGetty-1536x1023.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">A Delta Airlines plane lands at San Francisco International Airport (SFO) in San Francisco, California, on July 24, 2025. \u003ccite>(Tayfun Coskun/Anadolu via Getty Images)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>Delta found itself in a firestorm when details of the partnership went public, leading Delta to \u003ca href=\"https://www.wsj.com/business/airlines/delta-gets-blowback-for-using-ai-to-set-airfares-c9e1d9ea\">later announce it didn’t plan to go through with the strategy\u003c/a>. The airline wrote \u003ca href=\"https://news.delta.com/delta-responds-misinformation-around-ai-pricing\">in a public letter\u003c/a> to senators inquiring about the program that “there is no fare product Delta has ever used, is testing or plans to use that targets customers with individualized prices based on personal data.”\u003c/p>\n\u003cp>Consumers are already painfully familiar with the concept of “dynamic pricing,” in which the cost fluctuates based on supply and demand. The most famous example, of course, is \u003ca href=\"https://www.kqed.org/arts/13988577/live-nation-ticketmaster-acted-as-monopoly-overcharged-tickets-jury-trial-verdict\">concert tickets getting more expensive as seats fill up\u003c/a>. It’s even being used to dictate \u003ca href=\"https://www.kqed.org/news/12086537/paying-for-parking-in-san-francisco-make-sure-youre-using-the-right-apps\">parking meter prices in San Francisco.\u003c/a>\u003c/p>\n\u003cp>But surveillance pricing goes further than that.\u003c/p>\n\u003cp>“They’re doing anything they can to learn about you, including sometimes spying on you,” Owens said. “Companies gather a lot of data about us. Some of it we offer up willingly: our browsing history. We accept the cookies. We agree to let them sell our data.”\u003c/p>\n\u003cp>“And all of that can be used to set a price for you specifically,” she said.\u003c/p>\n\u003cp>KQED’s \u003ca href=\"https://www.kqed.org/news/12085876/12085876\">Close All Tabs podcast spoke to Owens\u003c/a> about the world of surveillance pricing, how it shows up in day-to-day shopping, whether it’s even legal in the first place and what customers like you can ultimately do to avoid it.\u003c/p>\n\u003ch2>Where did surveillance pricing even come from?\u003c/h2>\n\u003cp>“The way to think about the advent of surveillance pricing is to start with the advent of surveillance \u003cem>advertising\u003c/em>,” Owens said.[aside postID=news_12069507 hero='https://cdn.kqed.org/wp-content/uploads/sites/10/2023/06/230629-WiFi-Illo-AV-KQED.jpg']She said it started with DoubleClick, \u003ca href=\"https://www.forbes.com/sites/jjcolao/2013/07/24/gilt-10gen-doubleclick-meet-the-duo-behind-new-yorks-most-successful-tech-companies/\">a company founded in 1995\u003c/a> that “really pioneered and built the infrastructure for surveillance advertising on the internet.” DoubleClick tracked what you looked at online and, in Owens’ words, “built an advertising system to serve it back to you.”\u003c/p>\n\u003cp>Users are probably familiar with this concept. Perhaps you looked at an item but didn’t buy it – but then you see it on your feed again and again, until you perhaps finally buy it.\u003c/p>\n\u003cp>\u003ca href=\"https://googlepress.blogspot.com/2007/04/google-to-acquire-doubleclick_13.html\">Google eventually purchased DoubleClick in the 2000s\u003c/a>, “and Google [was] the advertising king in the early digital era,” Owens said.\u003c/p>\n\u003cp>As companies get better at knowing what you want, she said that it was a “logical next step” for companies to also figure out how much you might be \u003cem>willing \u003c/em>to pay.\u003c/p>\n\u003cp>“Marrying sort of dynamic pricing with surveillance advertising is how we get to the modern form of surveillance pricing that we’re starting to see today,” Owens said.\u003c/p>\n\u003ch2>What are some examples of surveillance pricing?\u003c/h2>\n\u003cp>Back in 2012, \u003ca href=\"https://www.wsj.com/articles/SB10001424127887323777204578189391813881534\">a Wall Street Journal analysis\u003c/a> found that Staples determined pricing for customers depending on ZIP code. If the user lived in a ZIP code farther away from a competitor, the price was likely to go up.\u003c/p>\n\u003cp>Just a few years later, \u003ca href=\"https://www.propublica.org/article/asians-nearly-twice-as-likely-to-get-higher-price-from-princeton-review\">a 2015 investigation by\u003cem> ProPublica\u003c/em>\u003c/a>, in which the news outlet analyzed prices from The Princeton Review, a test-preparation service for high school students.\u003c/p>\n\u003cp>“What they determined is that folks in ZIP codes with a larger percentage of Asian Americans were almost twice as likely to be offered that higher price than others,” Owens said. This surge, dubbed “The Tiger Mom Tax” by \u003cem>ProPublica\u003c/em>, impacted Asian residents in lower-income ZIP codes as well.\u003c/p>\n\u003cfigure id=\"attachment_12033653\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12033653\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2025/03/IMG_1196-scaled-e1759530132238.jpg\" alt=\"\" width=\"2000\" height=\"1500\">\u003cfigcaption class=\"wp-caption-text\">Uber’s headquarters in San Francisco’s Mission Bay neighborhood on Oct. 12, 2022. \u003ccite>(Farida Jhabvala Romero/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>Owens called these “some of the early examples of companies starting to toy around with gauging your desperation.”\u003c/p>\n\u003cp>In 2022, research conducted in over six different countries by advocacy groups Mozilla Foundation and Consumers International found that dating app Tinder’s personalized pricing algorithm was \u003ca href=\"https://www.mozillafoundation.org/en/blog/new-research-tinders-opaque-unfair-pricing-algorithm-can-charge-users-up-to-five-times-more-for-same-service/\">charging users aged over 30 more money\u003c/a> than younger users for its premium Tinder Plus service. In the previous year, the \u003ca href=\"https://news.bloomberglaw.com/us-law-week/tinders-24-million-deal-to-end-age-discrimination-suit-undone\">company faced a lawsuit in California\u003c/a> over this pricing structure.\u003c/p>\n\u003cp>Rideshare app Uber has also been a common target of surveillance pricing allegations, although \u003ca href=\"https://www.vice.com/en/article/uber-surge-pricing-phone-battery/\">the company has consistently denied this\u003c/a>. In 2016, \u003ca href=\"https://www.npr.org/transcripts/478266839\">on NPR’s podcast Hidden Brain\u003c/a>, an economic researcher at Uber said people were likely to pay higher prices if their phone battery was low.\u003c/p>\n\u003cfigure id=\"attachment_12053385\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12053385\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2025/08/IMG_0527_qed.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2025/08/IMG_0527_qed.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2025/08/IMG_0527_qed-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2025/08/IMG_0527_qed-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">An Uber and Lyft driver drops off a customer in San Francisco’s downtown neighborhood on Aug. 31, 2015. \u003ccite>(Ericka Cruz Guevarra/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>“We absolutely don’t use that to kind of like, push you a higher surge price,” said the researcher, Keith Chen. “But it’s an interesting kind of psychological fact of human behavior.”\u003c/p>\n\u003cp>However, in 2023, \u003ca href=\"https://www.vice.com/en/article/uber-surge-pricing-phone-battery/\">a Belgian newspaper\u003c/a> accused Uber of increasing the price of a trip based on the user’s battery percentage, and in 2024, then-Sen. Sherrod Brown of Ohio called for more \u003ca href=\"https://www.banking.senate.gov/newsroom/majority/brown-demands-transparency-from-uber-and-lyft-on-surge-pricing\">transparency on pricing from both Uber and Lyft\u003c/a>.\u003c/p>\n\u003cp>And just last year\u003cem>, Washington Post\u003c/em> tech columnist Geoffrey Fowler looked into \u003ca href=\"https://www.instagram.com/p/DQICzkmEuaV/\">the data collected by his Starbucks loyalty program\u003c/a> and said that, in actuality, the more coffee he ordered, the fewer discounts he got.\u003c/p>\n\u003cp>“My loyalty was working against me,” Fowler said.\u003c/p>\n\u003ch2>What data do companies have on me to determine these prices?\u003c/h2>\n\u003cp>A lot.\u003c/p>\n\u003cp>Owens said users give up \u003cem>plenty \u003c/em>of information, like agreeing to terms and conditions that a user didn’t read, or signing up for a loyalty program.\u003c/p>\n\u003cp>“They might be connected to your bank account and know when it’s payday,” Owens said. “They might have information about your location. They might have your purchase history, what you buy weekly, what you haven’t bought in a while that you usually buy, and so you’re due for.”\u003c/p>\n\u003cfigure id=\"attachment_12069528\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"wp-image-12069528 size-full\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/01/DataPrivacyGetty2.jpg\" alt=\"\" width=\"2000\" height=\"1334\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/01/DataPrivacyGetty2.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/01/DataPrivacyGetty2-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/01/DataPrivacyGetty2-1536x1025.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">California Attorney General Rob Bonta says the state is looking into surveillance pricing, a way in which companies use personal data to determine the cost of items. \u003ccite>(Rain Star/Getty Images)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>Owens said websites can also track your \u003cem>mouse\u003c/em> movements online: What you hover over, how long you hover over it, what you click on, what you put in your cart, but don’t buy.\u003c/p>\n\u003cp>“They can buy information about you from third parties,” Owens said. “Breadcrumb trails of data you leave when you participate in e-commerce provides a really robust set of data that companies can use to predict how much you’re willing to pay for any given item.”\u003c/p>\n\u003ch2>Where does AI fit into all this?\u003c/h2>\n\u003cp>Another emerging way companies can potentially learn more about a user’s habits is through chatbots and AI agents, which are sometimes used by consumers to help with shopping.\u003c/p>\n\u003cp>Walmart’s CEO was alleged to have told investors that \u003ca href=\"https://finance.yahoo.com/sectors/technology/articles/walmart-ceo-reportedly-brags-companys-030000384.html\">the company’s chatbot, named Sparky, was nudging consumers to spend more\u003c/a> in conversations.\u003c/p>\n\u003cp>Researchers at Princeton University and the University of Washington tried out comparison shopping on advanced large language models (LLMs) to study how those models would respond. One scenario, for example, was an LLM making a recommendation between two equal products, one affordable and non-sponsored and the other expensive \u003cem>and \u003c/em>sponsored.\u003c/p>\n\u003cfigure id=\"attachment_11935110\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-11935110\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2022/12/gettyimages-1242531753-216b37ee591f345f918ae8092986ad1d44cfc9c5-scaled-e1781818411521.jpg\" alt=\"A small boy stands in a shopping cart next to a woman wearing a white shirt looking at vegetables in a grocery store.\" width=\"2000\" height=\"1500\">\u003cfigcaption class=\"wp-caption-text\">Customers shop in the produce section of a Walmart store in Burbank, California, on Aug.15, 2022. \u003ccite>(Robyn Beck/AFP via Getty Images)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>The option benefiting the user would recommend the affordable, non-sponsored product, while the option benefiting the corporation would recommend the expensive, sponsored product. But according to \u003ca href=\"https://arxiv.org/html/2604.08525v1\">the paper published in early April\u003c/a>, the researchers found that although “frequency varies widely across different LLMs and scenarios,” all current LLMs exhibit “risky behaviors favoring the company over the user.”\u003c/p>\n\u003cp>While Owens said she thinks chatbots are “really the next big frontier in surveillance pricing,” she added that the good news is that people “aren’t overwhelmingly shopping in AI right now.”\u003c/p>\n\u003cp>Nonetheless, “it would be great to get this one fixed before the horse is out of the barn, because the future doesn’t look great,” she said.\u003c/p>\n\u003ch2>What can consumers do to limit surveillance pricing?\u003c/h2>\n\u003cp>Owens said she believed in the power of consumer boycotts and taking complaints to social media or a public forum when something seems wrong, like the JetBlue customer did.\u003c/p>\n\u003cp>Customers can also think about how they “comparison shop.” In the past, “it used to be that you would look at the same item at two different stores, see which store offered you the better price,” Owens said.\u003c/p>\n\u003cfigure id=\"attachment_11962972\" class=\"wp-caption aligncenter\" style=\"max-width: 1920px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-11962972\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2023/09/GettyImages-1258924953-qut.jpg\" alt=\"A passenger jet with JETBLUE on the side takes off from a runway.\" width=\"1920\" height=\"1280\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2023/09/GettyImages-1258924953-qut.jpg 1920w, https://cdn.kqed.org/wp-content/uploads/sites/10/2023/09/GettyImages-1258924953-qut-800x533.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/10/2023/09/GettyImages-1258924953-qut-1020x680.jpg 1020w, https://cdn.kqed.org/wp-content/uploads/sites/10/2023/09/GettyImages-1258924953-qut-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2023/09/GettyImages-1258924953-qut-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\">\u003cfigcaption class=\"wp-caption-text\">A JetBlue passenger plane takes off from San Francisco International Airport in San Francisco, California, on June 21, 2023. \u003ccite>(Tayfun Coskun/Anadolu Agency via Getty Images)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>But now, “you probably need to comparison shop \u003cem>within \u003c/em>stores,” advised Owens, meaning consumers should compare the price of an item on the app, the website \u003cem>and \u003c/em>the brick-and-mortar store, then go with the lower price.\u003c/p>\n\u003cp>Alternatively, customers can ask someone else, like a friend, to log into \u003cem>their \u003c/em>account at the same retailer and see which of you gets the better price.\u003c/p>\n\u003cp>Owens also suggested a browser that offers more privacy protection to limit how much a company can track you. To learn more, KQED has \u003ca href=\"https://www.kqed.org/news/12070405/how-to-protect-your-information-online-in-2026\">a thorough guide on how to get started on digital hygiene and good privacy practices online\u003c/a>.\u003c/p>\n\u003cp>But ultimately, she emphasized that she did not believe it was the consumer’s job to “try to beat the machine.”\u003c/p>\n\u003cp>“Shopping against the robot is not a future anybody wants to have,” she said.\u003c/p>\n\u003cp>“It should be lawmakers’ job and policymakers’ job to make sure markets are fair and honest.”\u003c/p>\n\u003ch2>Is surveillance pricing even legal?\u003c/h2>\n\u003cp>The short answer: Yes. But California has been looking into the issue.\u003c/p>\n\u003cp>State Attorney General Rob Bonta \u003ca href=\"https://oag.ca.gov/news/press-releases/data-privacy-day-attorney-general-bonta-focuses-surveillance-pricing-compliance\">opened an investigation into surveillance pricing\u003c/a> by asking companies in the retail, grocery and hotel sectors to share about how they use personal data.\u003c/p>\n\u003cp>“Practices like surveillance pricing may undermine consumer trust, unfairly raise prices, and when conducted without proper disclosure or beyond reasonable expectations, may violate California law,” Bonta said in a January statement.\u003c/p>\n\u003cfigure id=\"attachment_12063671\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12063671\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2025/11/RobBontaAP.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2025/11/RobBontaAP.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2025/11/RobBontaAP-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2025/11/RobBontaAP-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">California Attorney General Rob Bonta speaks to reporters as Arizona Attorney General Kris Mayes, left, and Oregon Attorney General Dan Rayfield, right, listen outside the Supreme Court on Wednesday, Nov. 5, 2025, in Washington, D.C. \u003ccite>(Mark Schiefelbein/AP Photo)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>There is also a new law introduced \u003ca href=\"https://www.eff.org/deeplinks/2026/06/californias-bill-ban-surveillance-pricing\">in the state legislature\u003c/a> that aims to outright ban the practice, supported by \u003ca href=\"https://www.eff.org/document/20260526-eff-letter-supporting-cal-ab-2564\">privacy groups like the Electronic Frontier Foundation\u003c/a>.\u003c/p>\n\u003cp>In general, the United States has lagged behind other countries in \u003ca href=\"https://www.security.org/resources/digital-privacy-legislation-by-state/\">comprehensive data privacy laws\u003c/a>. The Federal Trade Commission, led by Lina Khan during the Biden Administration, released \u003ca href=\"https://www.ftc.gov/system/files/ftc_gov/pdf/p246202_surveillancepricing6bstudy_researchsummaries_redacted.pdf\">a study on surveillance pricing in January 2025\u003c/a>, but under President Trump, “the federal government is not really leading the charge right now,” Owens said.\u003c/p>\n\u003cp>One way legal action on surveillance pricing might get somewhere, Owens said: with lawmakers tackling surveillance \u003cem>wages,\u003c/em> in which companies “can use the exact same tools to learn about their workers and figure out the minimum they’re willing to charge.”\u003c/p>\n\u003cp>This practice has already been seen to impact workers like \u003ca href=\"https://fortune.com/2026/04/23/nursing-gig-economy-minimum-wage-ai-surveillance/\">nurses\u003c/a> and \u003ca href=\"https://www.instagram.com/reel/DSX0eQsFfHD/\">rideshare drivers\u003c/a>, and in cases where “algorithmic wage discrimination falls afoul of existing employment discrimination and labor laws,” Owens said there may be opportunities for “enforcement agencies to go ahead and crack down on those practices even without updating the law.”\u003c/p>\n\u003cp>However, Colorado’s Governor recently vetoed a\u003ca href=\"https://www.cbsnews.com/colorado/news/colorado-gov-jared-polis-vetoes-surveillance-pricing-bill/\"> bill that would ban corporations from using personal data to set individual prices \u003cem>and \u003c/em>wages\u003c/a>. In New York, the state is \u003ca href=\"https://ag.ny.gov/press-release/2025/attorney-general-james-warns-new-yorkers-about-algorithmic-pricing-new-law-takes\">enforcing a disclosure law\u003c/a>, which requires companies to tell you when a price was set by an algorithm using your data.\u003c/p>\n\u003cp>Privacy and consumer advocates are monitoring the bill in California closely, Owens said, given the huge implications for the future of surveillance pricing.\u003c/p>\n\u003cp>“It would be a game changer for a state as large as California, with as many tech companies located in California as there are, to pass a bill like this,” Owens said.\u003c/p>\n\u003cp>\u003cem>This story has been updated the to reflect that the organization Lindsay Owens runs is called Groundwork Collaborative, not Groundwork Collection. \u003c/em>\u003c/p>\n\u003cp>[ad floatright]\u003c/p>\n",
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"title": "Surveillance Pricing Is Making Life More Expensive. Here’s How It Works and What You Can Do | KQED",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003cp>\u003cem>This story is a collaboration between KQED’s podcast \u003c/em>\u003ca href=\"https://www.kqed.org/podcasts/closealltabs\">\u003cem>Close All Tabs \u003c/em>\u003c/a>\u003cem>and \u003c/em>\u003ca href=\"https://www.kqed.org/affordability\">\u003cem>How We Get By\u003c/em>\u003c/a>\u003cem>, a series exploring how people are coping with rising costs in the Bay Area and California. \u003c/em>\u003c/p>\n\u003cp>In April, American airline company JetBlue accidentally, \u003cem>possibly \u003c/em>confirmed a superstition long suspected by travelers: that corporations might be looking at your internet data and price-gouging based on your habits.\u003c/p>\n\u003cp>As outlined in a class action lawsuit, a JetBlue customer posted on social media platform X to complain that a flight they were looking at had increased by $200 overnight.\u003c/p>\n\u003cp>To which JetBlue’s official corporate X account replied: \u003ca href=\"https://www.reuters.com/sustainability/boards-policy-regulation/lawsuit-accuses-jetblue-using-customers-personal-data-raise-air-fares-2026-04-23/\">‘Try clearing your cache and cookies or booking with an incognito window.\u003c/a>”\u003c/p>\n\u003cp>The post from JetBlue was a “stunning thing to see on Twitter,” said Lindsay Owens, an economic sociologist who runs \u003ca href=\"https://groundworkcollaborative.org/\">the affordability think tank Groundwork Collaborative\u003c/a>.\u003c/p>\n\u003cp>\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003c/p>\n\u003cp>The company’s tweet was deleted, with \u003ca href=\"https://gizmodo.com/jetblue-responds-to-accusations-of-using-surveillance-pricing-after-viral-tweet-2000748602\">JetBlue’s team claiming\u003c/a> that the post was mistaken and that the carrier didn’t use personal information to set flight prices. But for experts like Owens, it felt like a confession.\u003c/p>\n\u003cp>JetBlue is \u003ca href=\"https://www.reuters.com/sustainability/boards-policy-regulation/lawsuit-accuses-jetblue-using-customers-personal-data-raise-air-fares-2026-04-23/\">now facing a lawsuit\u003c/a> for allegedly using what’s called “surveillance pricing.” But it’s not the first time Owens has run into this from an airline. In fact, last year, she said she listened in on \u003ca href=\"https://abcnews.com/GMA/Travel/delta-ai-ticket-pricing-means-air-travel/story?id=124343088\">a Delta call discussing the carrier’s new partnership with Israel-based AI company\u003c/a> Fetcherr, which specializes in personalized pricing.\u003c/p>\n\u003cp>In Fetcherr’s white paper, “phase two was called \u003ca href=\"https://www.bloomberg.com/news/articles/2025-08-04/how-ai-can-raise-airline-ticket-prices\">‘the exploitation phase,’\u003c/a>” Owens said. “That’s when they’ve learned everything they can about Delta’s competitors, about their customers, and when they start going for broke, and they start increasing those prices and getting better revenues for Delta.”\u003c/p>\n\u003cfigure id=\"attachment_12050041\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12050041\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2025/07/DeltaSFOGetty.jpg\" alt=\"\" width=\"2000\" height=\"1332\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2025/07/DeltaSFOGetty.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2025/07/DeltaSFOGetty-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2025/07/DeltaSFOGetty-1536x1023.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">A Delta Airlines plane lands at San Francisco International Airport (SFO) in San Francisco, California, on July 24, 2025. \u003ccite>(Tayfun Coskun/Anadolu via Getty Images)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>Delta found itself in a firestorm when details of the partnership went public, leading Delta to \u003ca href=\"https://www.wsj.com/business/airlines/delta-gets-blowback-for-using-ai-to-set-airfares-c9e1d9ea\">later announce it didn’t plan to go through with the strategy\u003c/a>. The airline wrote \u003ca href=\"https://news.delta.com/delta-responds-misinformation-around-ai-pricing\">in a public letter\u003c/a> to senators inquiring about the program that “there is no fare product Delta has ever used, is testing or plans to use that targets customers with individualized prices based on personal data.”\u003c/p>\n\u003cp>Consumers are already painfully familiar with the concept of “dynamic pricing,” in which the cost fluctuates based on supply and demand. The most famous example, of course, is \u003ca href=\"https://www.kqed.org/arts/13988577/live-nation-ticketmaster-acted-as-monopoly-overcharged-tickets-jury-trial-verdict\">concert tickets getting more expensive as seats fill up\u003c/a>. It’s even being used to dictate \u003ca href=\"https://www.kqed.org/news/12086537/paying-for-parking-in-san-francisco-make-sure-youre-using-the-right-apps\">parking meter prices in San Francisco.\u003c/a>\u003c/p>\n\u003cp>But surveillance pricing goes further than that.\u003c/p>\n\u003cp>“They’re doing anything they can to learn about you, including sometimes spying on you,” Owens said. “Companies gather a lot of data about us. Some of it we offer up willingly: our browsing history. We accept the cookies. We agree to let them sell our data.”\u003c/p>\n\u003cp>“And all of that can be used to set a price for you specifically,” she said.\u003c/p>\n\u003cp>KQED’s \u003ca href=\"https://www.kqed.org/news/12085876/12085876\">Close All Tabs podcast spoke to Owens\u003c/a> about the world of surveillance pricing, how it shows up in day-to-day shopping, whether it’s even legal in the first place and what customers like you can ultimately do to avoid it.\u003c/p>\n\u003ch2>Where did surveillance pricing even come from?\u003c/h2>\n\u003cp>“The way to think about the advent of surveillance pricing is to start with the advent of surveillance \u003cem>advertising\u003c/em>,” Owens said.\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>She said it started with DoubleClick, \u003ca href=\"https://www.forbes.com/sites/jjcolao/2013/07/24/gilt-10gen-doubleclick-meet-the-duo-behind-new-yorks-most-successful-tech-companies/\">a company founded in 1995\u003c/a> that “really pioneered and built the infrastructure for surveillance advertising on the internet.” DoubleClick tracked what you looked at online and, in Owens’ words, “built an advertising system to serve it back to you.”\u003c/p>\n\u003cp>Users are probably familiar with this concept. Perhaps you looked at an item but didn’t buy it – but then you see it on your feed again and again, until you perhaps finally buy it.\u003c/p>\n\u003cp>\u003ca href=\"https://googlepress.blogspot.com/2007/04/google-to-acquire-doubleclick_13.html\">Google eventually purchased DoubleClick in the 2000s\u003c/a>, “and Google [was] the advertising king in the early digital era,” Owens said.\u003c/p>\n\u003cp>As companies get better at knowing what you want, she said that it was a “logical next step” for companies to also figure out how much you might be \u003cem>willing \u003c/em>to pay.\u003c/p>\n\u003cp>“Marrying sort of dynamic pricing with surveillance advertising is how we get to the modern form of surveillance pricing that we’re starting to see today,” Owens said.\u003c/p>\n\u003ch2>What are some examples of surveillance pricing?\u003c/h2>\n\u003cp>Back in 2012, \u003ca href=\"https://www.wsj.com/articles/SB10001424127887323777204578189391813881534\">a Wall Street Journal analysis\u003c/a> found that Staples determined pricing for customers depending on ZIP code. If the user lived in a ZIP code farther away from a competitor, the price was likely to go up.\u003c/p>\n\u003cp>Just a few years later, \u003ca href=\"https://www.propublica.org/article/asians-nearly-twice-as-likely-to-get-higher-price-from-princeton-review\">a 2015 investigation by\u003cem> ProPublica\u003c/em>\u003c/a>, in which the news outlet analyzed prices from The Princeton Review, a test-preparation service for high school students.\u003c/p>\n\u003cp>“What they determined is that folks in ZIP codes with a larger percentage of Asian Americans were almost twice as likely to be offered that higher price than others,” Owens said. This surge, dubbed “The Tiger Mom Tax” by \u003cem>ProPublica\u003c/em>, impacted Asian residents in lower-income ZIP codes as well.\u003c/p>\n\u003cfigure id=\"attachment_12033653\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12033653\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2025/03/IMG_1196-scaled-e1759530132238.jpg\" alt=\"\" width=\"2000\" height=\"1500\">\u003cfigcaption class=\"wp-caption-text\">Uber’s headquarters in San Francisco’s Mission Bay neighborhood on Oct. 12, 2022. \u003ccite>(Farida Jhabvala Romero/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>Owens called these “some of the early examples of companies starting to toy around with gauging your desperation.”\u003c/p>\n\u003cp>In 2022, research conducted in over six different countries by advocacy groups Mozilla Foundation and Consumers International found that dating app Tinder’s personalized pricing algorithm was \u003ca href=\"https://www.mozillafoundation.org/en/blog/new-research-tinders-opaque-unfair-pricing-algorithm-can-charge-users-up-to-five-times-more-for-same-service/\">charging users aged over 30 more money\u003c/a> than younger users for its premium Tinder Plus service. In the previous year, the \u003ca href=\"https://news.bloomberglaw.com/us-law-week/tinders-24-million-deal-to-end-age-discrimination-suit-undone\">company faced a lawsuit in California\u003c/a> over this pricing structure.\u003c/p>\n\u003cp>Rideshare app Uber has also been a common target of surveillance pricing allegations, although \u003ca href=\"https://www.vice.com/en/article/uber-surge-pricing-phone-battery/\">the company has consistently denied this\u003c/a>. In 2016, \u003ca href=\"https://www.npr.org/transcripts/478266839\">on NPR’s podcast Hidden Brain\u003c/a>, an economic researcher at Uber said people were likely to pay higher prices if their phone battery was low.\u003c/p>\n\u003cfigure id=\"attachment_12053385\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12053385\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2025/08/IMG_0527_qed.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2025/08/IMG_0527_qed.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2025/08/IMG_0527_qed-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2025/08/IMG_0527_qed-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">An Uber and Lyft driver drops off a customer in San Francisco’s downtown neighborhood on Aug. 31, 2015. \u003ccite>(Ericka Cruz Guevarra/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>“We absolutely don’t use that to kind of like, push you a higher surge price,” said the researcher, Keith Chen. “But it’s an interesting kind of psychological fact of human behavior.”\u003c/p>\n\u003cp>However, in 2023, \u003ca href=\"https://www.vice.com/en/article/uber-surge-pricing-phone-battery/\">a Belgian newspaper\u003c/a> accused Uber of increasing the price of a trip based on the user’s battery percentage, and in 2024, then-Sen. Sherrod Brown of Ohio called for more \u003ca href=\"https://www.banking.senate.gov/newsroom/majority/brown-demands-transparency-from-uber-and-lyft-on-surge-pricing\">transparency on pricing from both Uber and Lyft\u003c/a>.\u003c/p>\n\u003cp>And just last year\u003cem>, Washington Post\u003c/em> tech columnist Geoffrey Fowler looked into \u003ca href=\"https://www.instagram.com/p/DQICzkmEuaV/\">the data collected by his Starbucks loyalty program\u003c/a> and said that, in actuality, the more coffee he ordered, the fewer discounts he got.\u003c/p>\n\u003cp>“My loyalty was working against me,” Fowler said.\u003c/p>\n\u003ch2>What data do companies have on me to determine these prices?\u003c/h2>\n\u003cp>A lot.\u003c/p>\n\u003cp>Owens said users give up \u003cem>plenty \u003c/em>of information, like agreeing to terms and conditions that a user didn’t read, or signing up for a loyalty program.\u003c/p>\n\u003cp>“They might be connected to your bank account and know when it’s payday,” Owens said. “They might have information about your location. They might have your purchase history, what you buy weekly, what you haven’t bought in a while that you usually buy, and so you’re due for.”\u003c/p>\n\u003cfigure id=\"attachment_12069528\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"wp-image-12069528 size-full\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/01/DataPrivacyGetty2.jpg\" alt=\"\" width=\"2000\" height=\"1334\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/01/DataPrivacyGetty2.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/01/DataPrivacyGetty2-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/01/DataPrivacyGetty2-1536x1025.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">California Attorney General Rob Bonta says the state is looking into surveillance pricing, a way in which companies use personal data to determine the cost of items. \u003ccite>(Rain Star/Getty Images)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>Owens said websites can also track your \u003cem>mouse\u003c/em> movements online: What you hover over, how long you hover over it, what you click on, what you put in your cart, but don’t buy.\u003c/p>\n\u003cp>“They can buy information about you from third parties,” Owens said. “Breadcrumb trails of data you leave when you participate in e-commerce provides a really robust set of data that companies can use to predict how much you’re willing to pay for any given item.”\u003c/p>\n\u003ch2>Where does AI fit into all this?\u003c/h2>\n\u003cp>Another emerging way companies can potentially learn more about a user’s habits is through chatbots and AI agents, which are sometimes used by consumers to help with shopping.\u003c/p>\n\u003cp>Walmart’s CEO was alleged to have told investors that \u003ca href=\"https://finance.yahoo.com/sectors/technology/articles/walmart-ceo-reportedly-brags-companys-030000384.html\">the company’s chatbot, named Sparky, was nudging consumers to spend more\u003c/a> in conversations.\u003c/p>\n\u003cp>Researchers at Princeton University and the University of Washington tried out comparison shopping on advanced large language models (LLMs) to study how those models would respond. One scenario, for example, was an LLM making a recommendation between two equal products, one affordable and non-sponsored and the other expensive \u003cem>and \u003c/em>sponsored.\u003c/p>\n\u003cfigure id=\"attachment_11935110\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-11935110\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2022/12/gettyimages-1242531753-216b37ee591f345f918ae8092986ad1d44cfc9c5-scaled-e1781818411521.jpg\" alt=\"A small boy stands in a shopping cart next to a woman wearing a white shirt looking at vegetables in a grocery store.\" width=\"2000\" height=\"1500\">\u003cfigcaption class=\"wp-caption-text\">Customers shop in the produce section of a Walmart store in Burbank, California, on Aug.15, 2022. \u003ccite>(Robyn Beck/AFP via Getty Images)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>The option benefiting the user would recommend the affordable, non-sponsored product, while the option benefiting the corporation would recommend the expensive, sponsored product. But according to \u003ca href=\"https://arxiv.org/html/2604.08525v1\">the paper published in early April\u003c/a>, the researchers found that although “frequency varies widely across different LLMs and scenarios,” all current LLMs exhibit “risky behaviors favoring the company over the user.”\u003c/p>\n\u003cp>While Owens said she thinks chatbots are “really the next big frontier in surveillance pricing,” she added that the good news is that people “aren’t overwhelmingly shopping in AI right now.”\u003c/p>\n\u003cp>Nonetheless, “it would be great to get this one fixed before the horse is out of the barn, because the future doesn’t look great,” she said.\u003c/p>\n\u003ch2>What can consumers do to limit surveillance pricing?\u003c/h2>\n\u003cp>Owens said she believed in the power of consumer boycotts and taking complaints to social media or a public forum when something seems wrong, like the JetBlue customer did.\u003c/p>\n\u003cp>Customers can also think about how they “comparison shop.” In the past, “it used to be that you would look at the same item at two different stores, see which store offered you the better price,” Owens said.\u003c/p>\n\u003cfigure id=\"attachment_11962972\" class=\"wp-caption aligncenter\" style=\"max-width: 1920px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-11962972\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2023/09/GettyImages-1258924953-qut.jpg\" alt=\"A passenger jet with JETBLUE on the side takes off from a runway.\" width=\"1920\" height=\"1280\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2023/09/GettyImages-1258924953-qut.jpg 1920w, https://cdn.kqed.org/wp-content/uploads/sites/10/2023/09/GettyImages-1258924953-qut-800x533.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/10/2023/09/GettyImages-1258924953-qut-1020x680.jpg 1020w, https://cdn.kqed.org/wp-content/uploads/sites/10/2023/09/GettyImages-1258924953-qut-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2023/09/GettyImages-1258924953-qut-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\">\u003cfigcaption class=\"wp-caption-text\">A JetBlue passenger plane takes off from San Francisco International Airport in San Francisco, California, on June 21, 2023. \u003ccite>(Tayfun Coskun/Anadolu Agency via Getty Images)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>But now, “you probably need to comparison shop \u003cem>within \u003c/em>stores,” advised Owens, meaning consumers should compare the price of an item on the app, the website \u003cem>and \u003c/em>the brick-and-mortar store, then go with the lower price.\u003c/p>\n\u003cp>Alternatively, customers can ask someone else, like a friend, to log into \u003cem>their \u003c/em>account at the same retailer and see which of you gets the better price.\u003c/p>\n\u003cp>Owens also suggested a browser that offers more privacy protection to limit how much a company can track you. To learn more, KQED has \u003ca href=\"https://www.kqed.org/news/12070405/how-to-protect-your-information-online-in-2026\">a thorough guide on how to get started on digital hygiene and good privacy practices online\u003c/a>.\u003c/p>\n\u003cp>But ultimately, she emphasized that she did not believe it was the consumer’s job to “try to beat the machine.”\u003c/p>\n\u003cp>“Shopping against the robot is not a future anybody wants to have,” she said.\u003c/p>\n\u003cp>“It should be lawmakers’ job and policymakers’ job to make sure markets are fair and honest.”\u003c/p>\n\u003ch2>Is surveillance pricing even legal?\u003c/h2>\n\u003cp>The short answer: Yes. But California has been looking into the issue.\u003c/p>\n\u003cp>State Attorney General Rob Bonta \u003ca href=\"https://oag.ca.gov/news/press-releases/data-privacy-day-attorney-general-bonta-focuses-surveillance-pricing-compliance\">opened an investigation into surveillance pricing\u003c/a> by asking companies in the retail, grocery and hotel sectors to share about how they use personal data.\u003c/p>\n\u003cp>“Practices like surveillance pricing may undermine consumer trust, unfairly raise prices, and when conducted without proper disclosure or beyond reasonable expectations, may violate California law,” Bonta said in a January statement.\u003c/p>\n\u003cfigure id=\"attachment_12063671\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12063671\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2025/11/RobBontaAP.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2025/11/RobBontaAP.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2025/11/RobBontaAP-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2025/11/RobBontaAP-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">California Attorney General Rob Bonta speaks to reporters as Arizona Attorney General Kris Mayes, left, and Oregon Attorney General Dan Rayfield, right, listen outside the Supreme Court on Wednesday, Nov. 5, 2025, in Washington, D.C. \u003ccite>(Mark Schiefelbein/AP Photo)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>There is also a new law introduced \u003ca href=\"https://www.eff.org/deeplinks/2026/06/californias-bill-ban-surveillance-pricing\">in the state legislature\u003c/a> that aims to outright ban the practice, supported by \u003ca href=\"https://www.eff.org/document/20260526-eff-letter-supporting-cal-ab-2564\">privacy groups like the Electronic Frontier Foundation\u003c/a>.\u003c/p>\n\u003cp>In general, the United States has lagged behind other countries in \u003ca href=\"https://www.security.org/resources/digital-privacy-legislation-by-state/\">comprehensive data privacy laws\u003c/a>. The Federal Trade Commission, led by Lina Khan during the Biden Administration, released \u003ca href=\"https://www.ftc.gov/system/files/ftc_gov/pdf/p246202_surveillancepricing6bstudy_researchsummaries_redacted.pdf\">a study on surveillance pricing in January 2025\u003c/a>, but under President Trump, “the federal government is not really leading the charge right now,” Owens said.\u003c/p>\n\u003cp>One way legal action on surveillance pricing might get somewhere, Owens said: with lawmakers tackling surveillance \u003cem>wages,\u003c/em> in which companies “can use the exact same tools to learn about their workers and figure out the minimum they’re willing to charge.”\u003c/p>\n\u003cp>This practice has already been seen to impact workers like \u003ca href=\"https://fortune.com/2026/04/23/nursing-gig-economy-minimum-wage-ai-surveillance/\">nurses\u003c/a> and \u003ca href=\"https://www.instagram.com/reel/DSX0eQsFfHD/\">rideshare drivers\u003c/a>, and in cases where “algorithmic wage discrimination falls afoul of existing employment discrimination and labor laws,” Owens said there may be opportunities for “enforcement agencies to go ahead and crack down on those practices even without updating the law.”\u003c/p>\n\u003cp>However, Colorado’s Governor recently vetoed a\u003ca href=\"https://www.cbsnews.com/colorado/news/colorado-gov-jared-polis-vetoes-surveillance-pricing-bill/\"> bill that would ban corporations from using personal data to set individual prices \u003cem>and \u003c/em>wages\u003c/a>. In New York, the state is \u003ca href=\"https://ag.ny.gov/press-release/2025/attorney-general-james-warns-new-yorkers-about-algorithmic-pricing-new-law-takes\">enforcing a disclosure law\u003c/a>, which requires companies to tell you when a price was set by an algorithm using your data.\u003c/p>\n\u003cp>Privacy and consumer advocates are monitoring the bill in California closely, Owens said, given the huge implications for the future of surveillance pricing.\u003c/p>\n\u003cp>“It would be a game changer for a state as large as California, with as many tech companies located in California as there are, to pass a bill like this,” Owens said.\u003c/p>\n\u003cp>\u003cem>This story has been updated the to reflect that the organization Lindsay Owens runs is called Groundwork Collaborative, not Groundwork Collection. \u003c/em>\u003c/p>\n\u003cp>\u003c/p>\u003c/div>",
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"slug": "saws-sewing-machines-and-telescopes-the-surprising-things-on-loan-from-your-library",
"title": "Saws, Sewing Machines and Telescopes: The Surprising Things on Loan From Your Library",
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"headTitle": "Saws, Sewing Machines and Telescopes: The Surprising Things on Loan From Your Library | KQED",
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"content": "\u003cp>\u003cem>This story is part of \u003c/em>\u003ca href=\"https://www.kqed.org/affordability\">\u003cem>How We Get By\u003c/em>\u003c/a>\u003cem>, a KQED series exploring how people are coping with rising costs in the Bay Area and California. Find the \u003c/em>\u003ca href=\"https://www.kqed.org/affordability\">\u003cem>full series here\u003c/em>\u003c/a>\u003cem>.\u003c/em>\u003c/p>\n\u003cp>An Arturia DrumBrute is a sleek analog drum machine with buttons, pads and a sequencer capable of producing electronic beats, which retails for around $300.\u003c/p>\n\u003cp>And Jericho Saria and his family recently borrowed one from their local public library – for free.\u003c/p>\n\u003cp>Saria was surprised to find professional-grade music equipment available at his local library in San Mateo County.\u003c/p>\n\u003cp>[ad fullwidth]\u003c/p>\n\u003cp>“My brother-in-law is an electronic musician, and he has the same gear,” he said. “I’m like, wow, this is a legit instrument.”\u003c/p>\n\u003cp>Saria originally checked out the drum machine for his 5-year-old daughter, who had become fascinated with the music of German electronic band Kraftwerk. They wanted to show her how electronic music gets made.\u003c/p>\n\u003cp>While the instrument ultimately proved a little too advanced for a kindergartner,\u003c/p>\n\u003cp>“\u003cem>I\u003c/em> had fun with it,” Saria said.\u003c/p>\n\u003cp>His experience wasn’t a one-off. Across the Bay Area, libraries are lending out far more than books. Patrons can check out musical instruments, home-improvement tools, \u003ca href=\"https://www.kqed.org/science/2000962/how-bay-area-libraries-are-helping-residents-switch-from-gas-to-induction-cooking\">induction cooktops\u003c/a>, sewing machines, telescopes, bicycles, toys, gardening kits, Wi-Fi hotspots and even\u003ca href=\"https://www.kqed.org/news/11910495/how-to-get-free-entry-to-california-state-parks-with-your-library-card\"> passes to state parks\u003c/a>.\u003c/p>\n\u003cfigure id=\"attachment_12085359\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12085359\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/20260527_AFFORDABILITYLIBRARY_GC-24-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1313\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/20260527_AFFORDABILITYLIBRARY_GC-24-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/20260527_AFFORDABILITYLIBRARY_GC-24-KQED-160x105.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/20260527_AFFORDABILITYLIBRARY_GC-24-KQED-1536x1008.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Patrons work on tasks in the Mill Valley Public Library in Mill Valley on May 27, 2026. \u003ccite>(Gina Castro for KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>Many of these collections fall under what libraries commonly call\u003ca href=\"https://smcl.org/libraryofthings/\"> a “Library of Things”\u003c/a> — a growing movement that allows patrons to borrow everyday objects, technology, tools and experiences. While offerings vary by library system, the goal is to expand access while reducing the burden of purchasing items outright.\u003c/p>\n\u003cp>As Bay Area residents \u003ca href=\"https://www.kqed.org/news/12080889/with-cost-of-living-rising-cuts-to-housing-programs-put-san-francisco-on-edge\">navigate rising costs\u003c/a>, \u003ca href=\"https://www.kqed.org/news/12080289/700-a-month-sleeping-pods-make-sf-more-affordable-but-at-what-cost\">smaller living spaces\u003c/a> and a \u003ca href=\"https://www.kqed.org/news/12078915/in-east-oakland-a-store-where-1-item-is-always-free\">growing desire to buy less and share more\u003c/a>, libraries are increasingly becoming places where people can try new hobbies, learn new skills and access experiences they might otherwise be unable to afford — all through these free rentals.\u003c/p>\n\u003cp>The diverse offerings and their availability at no cost are a testament to the services a public library provides, said Anji Brenner, a city librarian at Mill Valley Public Library. Whether a library card holder is checking out a book, a tool or a sewing machine — or gathering with others under the bookstacks — it all speaks to the larger public library mission.\u003c/p>\n\u003cp>“It doesn’t matter if you’re rich or poor,” she said. “It doesn’t matter what you look like.”\u003c/p>\n\u003cp>“All of those things don’t matter — you’re welcome here.”\u003c/p>\n\u003cul>\n\u003cli>\u003cstrong>\u003ca href=\"#HowdoIfindoutwhatsavailabletoloanatmylocallibrary\"> How do I find out what’s available to loan at my local library?\u003c/a>\u003c/strong>\u003c/li>\n\u003c/ul>\n\u003ch2>Creativity: Where to find musical instruments, karaoke machines, sewing machines, craft kits and more\u003c/h2>\n\u003cp>The drum machine was just one of many surprising things Saria’s family had checked out from the library. “It almost feels like a secret,” he said. “People should know more about this.”\u003c/p>\n\u003cp>They’ve also rented ukuleles and experimented with Makey Makey kits: electronic sets that can turn \u003ca href=\"https://www.youtube.com/watch?v=X1mYalegtdI\">bananas and other objects into musical instruments\u003c/a>.\u003c/p>\n\u003cfigure id=\"attachment_12085222\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12085222\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260417-CLIMATESOLUTIONSINDUCTION02832_TV-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260417-CLIMATESOLUTIONSINDUCTION02832_TV-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260417-CLIMATESOLUTIONSINDUCTION02832_TV-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260417-CLIMATESOLUTIONSINDUCTION02832_TV-KQED-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">The San Mateo Public Library stands on 55 W 3rd Ave in San Mateo on April 17, 2026. \u003ccite>(Tâm Vũ/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>“It makes the library way more interesting,” Saria said. “It’s fun to see what’s available to bring home.”\u003c/p>\n\u003cp>Libraries across the Bay Area offer collections built around creative experimentation: musical instruments, art tools, karaoke machines, record players, sewing machines and hobby equipment.\u003c/p>\n\u003cp>Karaoke machines are available to loan out at the Belvedere-Tiburon Public Library, San Mateo County Libraries, Santa Clara County Library District and Sunnyvale Public Library, among others.\u003c/p>\n\u003cp>At the Mill Valley Public Library, Brenner said many people use the library as a place to experiment before committing to an expensive purchase.\u003c/p>\n\u003cp>A resident recently borrowed a weaving loom as they considered whether to pursue weaving long-term. “Before you fork over $600, you might want to see how something works and if it works for you,” Brenner said.\u003c/p>\n\u003cp>That same thinking extends to sewing machines, which are among the library’s most popular items. “Maybe I want to check it out, buy a simple pattern and see if I can even make it \u003cem>through \u003c/em>a simple pattern,” she said.\u003c/p>\n\u003cfigure id=\"attachment_12085215\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12085215\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260526-10-THINGS-AT-YOUR-LIBRARY-MD-05-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1334\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260526-10-THINGS-AT-YOUR-LIBRARY-MD-05-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260526-10-THINGS-AT-YOUR-LIBRARY-MD-05-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260526-10-THINGS-AT-YOUR-LIBRARY-MD-05-KQED-1536x1025.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Power tools line shelves at the Oakland Tool Lending Library in Oakland on May 21, 2026. \u003ccite>(Martin do Nascimento/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>In response to demand, sewing machines have become increasingly common to find for loan across Bay Area library systems, including the Marin County Free Library, the Mill Valley Public Library, the Santa Clara County Library District, the Sunnyvale Public Library, the San Mateo County Libraries and the Redwood City Public Library.\u003c/p>\n\u003cp>Some libraries allow residents to take the machine home, while others will ask you to use it at the library itself.\u003c/p>\n\u003cp>Besides weaving looms and sewing machines, the Marin County Free Library offers kits for embroidery, crochet and knitting, jewelry making and quilting.\u003c/p>\n\u003ch2>DIY: Where to find home improvement and gardening tools and supplies\u003c/h2>\n\u003cp>For Oakland homeowner and DIY enthusiast Isaac Kelly, his local public library has been essential. “If it’s something I’m going to use once a year or less, I’ll absolutely check the library first,” he said.\u003c/p>\n\u003cp>Kelly regularly borrows tools from Oakland Public Library’s renowned tool-lending collection. The program traces its roots to \u003ca href=\"https://www.eastbaytimes.com/2017/01/20/oaklands-community-toolbox/\">rebuilding efforts following the 1989 Loma Prieta earthquake\u003c/a> and the 1991 Oakland Hills firestorm, in response to community demand.\u003c/p>\n\u003cfigure id=\"attachment_12085212\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12085212\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260526-10-THINGS-AT-YOUR-LIBRARY-MD-02-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1334\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260526-10-THINGS-AT-YOUR-LIBRARY-MD-02-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260526-10-THINGS-AT-YOUR-LIBRARY-MD-02-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260526-10-THINGS-AT-YOUR-LIBRARY-MD-02-KQED-1536x1025.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Isaac Kelly uses a tamper checked out from the Oakland Tool Lending Library at his home in Oakland on May 20, 2026. \u003ccite>(Martin do Nascimento/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>Recently, Kelly took home an SDS drill — a heavy-duty concrete drill roughly the size of a carry-on suitcase. Next on his list: a soil compactor for a paving project. The alternative would be spending hundreds of dollars on tools he expects to use only once.\u003c/p>\n\u003cp>“Housing is scarce. Space is scarce,” Kelly said. But borrowing tools, he said, is also about more than affordability. “Being able to do things yourself is empowering,” he said.\u003c/p>\n\u003cp>Oakland residents Rosa and Aralya Yee-Phinith discovered the same thing while building a backyard deck at their home. The project stretched across several months and required rotary hammer drills, shovels and concrete-breaking tools — many of which they borrowed from Oakland’s tool lending library.\u003c/p>\n\u003cp>“It saved a huge chunk of money,” Rosa Yee-Phinith said.\u003c/p>\n\u003cp>The couple had already spent heavily on construction materials and didn’t want to spend even more on tools they might rarely use again. (This author, who is friends with the Yee-Phiniths, can attest that their deck turned out very nicely.)\u003c/p>\n\u003cp>Oakland’s tool lending program includes all types of saws — including circular, pruning and reciprocating ones — along with drills, sledgehammers and caulking guns, among others.\u003c/p>\n\u003cfigure id=\"attachment_12085214\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12085214\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260526-10-THINGS-AT-YOUR-LIBRARY-MD-04-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1334\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260526-10-THINGS-AT-YOUR-LIBRARY-MD-04-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260526-10-THINGS-AT-YOUR-LIBRARY-MD-04-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260526-10-THINGS-AT-YOUR-LIBRARY-MD-04-KQED-1536x1025.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Rosendo Molina works checking in tools at the Oakland Tool Lending Library in Oakland on May 21, 2026. \u003ccite>(Martin do Nascimento/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>As for other cities around the Bay, the Berkeley public library offers a similar tool lending program to Oakland’s. And while not as extensive, the Sunnyvale Public Library has a manual lawn mower, orbital sanders, screwdrivers, hex-key sets and a collapsible hand truck available to residents.\u003c/p>\n\u003cp>Gardening enthusiasts can find tools like soil block presses, fruit pickers and weeding tools at libraries, including those in Oakland, Berkeley, Sunnyvale and Marin County. Residents can also \u003ca href=\"https://www.kqed.org/news/12079852/want-to-save-on-groceries-you-can-grow-your-own-garden\">obtain seeds to start their own vegetable garden \u003c/a>at libraries, including Marin, Fremont and Oakland.\u003c/p>\n\u003ch2>Outdoors: Where to find bicycles, telescopes, hiking, camping, picnic kits and park passes\u003c/h2>\n\u003cp>At libraries throughout the Bay Area, patrons can check out \u003ca href=\"https://www.kqed.org/news/11910495/how-to-get-free-entry-to-california-state-parks-with-your-library-card\">California State Parks passes\u003c/a> along with gear like hiking backpacks and stargazing kits.\u003c/p>\n\u003cp>Jean Walker, a reference librarian with Oakland Public Library, said the goal is to help remove barriers that keep people from getting into nature. “We know how impactful it is on people’s mental health to just get outside,” Walker said.\u003c/p>\n\u003cp>Some libraries loan out hiking gear like trekking poles, baby carriers, camping gear like tents, bear canisters, foldable tables and portable power stations.\u003c/p>\n\u003cfigure id=\"attachment_12085216\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12085216\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260526-10-THINGS-AT-YOUR-LIBRARY-MD-06-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1334\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260526-10-THINGS-AT-YOUR-LIBRARY-MD-06-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260526-10-THINGS-AT-YOUR-LIBRARY-MD-06-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260526-10-THINGS-AT-YOUR-LIBRARY-MD-06-KQED-1536x1025.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Yard tools are arranged at the Oakland Public Library Tool Lending Library on May 21, 2026. \u003ccite>(Martin do Nascimento/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>Mill Valley Public Library created “experience backpacks” designed around local exploration. One kit includes bird guides, trail maps and binoculars for self-guided walks through nearby marshes. Another includes a wildflower guide.\u003c/p>\n\u003cp>For Haniza Zainal Abidin, a longtime San Jose resident and homeschooling parent, those programs became essential for her family. As a single-income household, she regularly relied on libraries for books, science programming and museum passes while raising her children.\u003c/p>\n\u003cp>One of \u003cspan style=\"font-weight: 400\">Zainal \u003c/span>Abidin’s favorite discoveries was a park pass she borrowed from the library, which allowed her family free entry to county parks.[aside postID=news_12084761 hero='https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/IMG_1522.jpg']It helped them discover Joseph D. Grant County Park, where the family spotted wild boars crossing nearby trails. “We could hear them snorting in the bushes,” she said.\u003c/p>\n\u003cp>Residents can find California park passes at most public libraries in the Bay Area. Some libraries, such as the San Mateo Public Library, include them in their backpack kits, which include hiking essentials like a water bottle, first aid kit and headlamp.\u003c/p>\n\u003cp>For those wanting to take a two-wheeled adventure, San Mateo County Libraries offer a number of bicycles through the system’s Book-A-Bike program.\u003c/p>\n\u003cp>Bikes come equipped with a helmet, bike lock, cargo basket, first aid kit, headlight, two tail lights and a charger for the lights. Some libraries also loan out bike racks, like at the Sunnyvale Public Library.\u003c/p>\n\u003cp>And for skywatchers and stargazers alike, you can borrow a telescope at Oakland Public Library, Mill Valley Public Library and other libraries in Marin County, as well as Sunnyvale Public Library.\u003c/p>\n\u003ch2>Cooking: Where to find Instant Pots, food dehydrators, sous vides and other culinary tools\u003c/h2>\n\u003cp>Libraries have also expanded their offerings into kitchen equipment.\u003c/p>\n\u003cp>The Berkeley Tool Lending Library also offers a wide selection of culinary and kitchen tools, including Instant Pots, air fryers, blenders and portable induction cooktops.\u003c/p>\n\u003cfigure id=\"attachment_12085220\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12085220\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260417-CLIMATESOLUTIONSINDUCTION02262_TV-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260417-CLIMATESOLUTIONSINDUCTION02262_TV-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260417-CLIMATESOLUTIONSINDUCTION02262_TV-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260417-CLIMATESOLUTIONSINDUCTION02262_TV-KQED-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">An induction stove available for check out at the San Mateo Public Library in San Mateo on April 17, 2026. \u003ccite>(Tâm Vũ/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>Culinary equipment like sous vides, ice cream makers, dehydrators and cake pans is available in both Berkeley and at the Sunnyvale Public Library.\u003c/p>\n\u003cp>In Sunnyvale, residents can also borrow a rice cooker, hot pot, grill, dehydrator, popcorn maker, baking pans, cookie cutters and knife sharpeners.\u003c/p>\n\u003ch2>Kids: Where to find children’s toys and activities\u003c/h2>\n\u003cp>Libraries also provide kid-focused collections, from rotating toy libraries to educational kits and science activities. Walker said children at Oakland libraries often return toys after storytime and immediately check out something new.\u003c/p>\n\u003cp>The toys are “the highlight of a lot of those kids’ weeks,” she said.\u003c/p>\n\u003cp>The Oakland Public Library has a large toy-lending program aimed at children ages 0 to 6. They can borrow train sets, toy cars, sensory toys and more.\u003c/p>\n\u003cp>Libraries in San Mateo, Berkeley, Oakland, San Francisco, San Jose, Santa Clara and other cities also offer play spaces for small children. For older kids, activities and resources related to coding, robotics, science and engineering, like STEAM kits, are readily available too.\u003c/p>\n\u003ch2>\u003ca id=\"HowdoIfindoutwhatsavailabletoloanatmylocallibrary\">\u003c/a>How do I find out what kinds of items are available at my local public library?\u003c/h2>\n\u003cp>To find out what’s available in the “Library of Things” at your local library, staff advise checking their branch’s website or calling to learn more.\u003c/p>\n\u003cp>Most libraries have an updated online catalog of items and offer the option to place holds online, while others require you to call to place your hold.\u003c/p>\n\u003cfigure id=\"attachment_12085355\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12085355\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/20260527_AFFORDABILITYLIBRARY_GC-6-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/20260527_AFFORDABILITYLIBRARY_GC-6-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/20260527_AFFORDABILITYLIBRARY_GC-6-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/20260527_AFFORDABILITYLIBRARY_GC-6-KQED-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Hannah Waldschmidt, Library Assistant, holds trail and plant guides, part of the “Family Scavenger Hunt” kit, available for checkout at Mill Valley Public Library’s “Library of Things” on May 27, 2026. \u003ccite>(Gina Castro for KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>Calling the library directly would get you the most recent updates on descriptions and availability.\u003c/p>\n\u003cp>Some libraries allow nonresidents of that city to borrow certain items, as long as you’re a California resident. Others, like the tool lending libraries, require you to actually be a resident of that library’s city.\u003c/p>\n\u003cp>[ad floatright]\u003c/p>\n",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003cp>\u003cem>This story is part of \u003c/em>\u003ca href=\"https://www.kqed.org/affordability\">\u003cem>How We Get By\u003c/em>\u003c/a>\u003cem>, a KQED series exploring how people are coping with rising costs in the Bay Area and California. Find the \u003c/em>\u003ca href=\"https://www.kqed.org/affordability\">\u003cem>full series here\u003c/em>\u003c/a>\u003cem>.\u003c/em>\u003c/p>\n\u003cp>An Arturia DrumBrute is a sleek analog drum machine with buttons, pads and a sequencer capable of producing electronic beats, which retails for around $300.\u003c/p>\n\u003cp>And Jericho Saria and his family recently borrowed one from their local public library – for free.\u003c/p>\n\u003cp>Saria was surprised to find professional-grade music equipment available at his local library in San Mateo County.\u003c/p>\n\u003cp>\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003c/p>\n\u003cp>“My brother-in-law is an electronic musician, and he has the same gear,” he said. “I’m like, wow, this is a legit instrument.”\u003c/p>\n\u003cp>Saria originally checked out the drum machine for his 5-year-old daughter, who had become fascinated with the music of German electronic band Kraftwerk. They wanted to show her how electronic music gets made.\u003c/p>\n\u003cp>While the instrument ultimately proved a little too advanced for a kindergartner,\u003c/p>\n\u003cp>“\u003cem>I\u003c/em> had fun with it,” Saria said.\u003c/p>\n\u003cp>His experience wasn’t a one-off. Across the Bay Area, libraries are lending out far more than books. Patrons can check out musical instruments, home-improvement tools, \u003ca href=\"https://www.kqed.org/science/2000962/how-bay-area-libraries-are-helping-residents-switch-from-gas-to-induction-cooking\">induction cooktops\u003c/a>, sewing machines, telescopes, bicycles, toys, gardening kits, Wi-Fi hotspots and even\u003ca href=\"https://www.kqed.org/news/11910495/how-to-get-free-entry-to-california-state-parks-with-your-library-card\"> passes to state parks\u003c/a>.\u003c/p>\n\u003cfigure id=\"attachment_12085359\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12085359\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/20260527_AFFORDABILITYLIBRARY_GC-24-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1313\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/20260527_AFFORDABILITYLIBRARY_GC-24-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/20260527_AFFORDABILITYLIBRARY_GC-24-KQED-160x105.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/20260527_AFFORDABILITYLIBRARY_GC-24-KQED-1536x1008.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Patrons work on tasks in the Mill Valley Public Library in Mill Valley on May 27, 2026. \u003ccite>(Gina Castro for KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>Many of these collections fall under what libraries commonly call\u003ca href=\"https://smcl.org/libraryofthings/\"> a “Library of Things”\u003c/a> — a growing movement that allows patrons to borrow everyday objects, technology, tools and experiences. While offerings vary by library system, the goal is to expand access while reducing the burden of purchasing items outright.\u003c/p>\n\u003cp>As Bay Area residents \u003ca href=\"https://www.kqed.org/news/12080889/with-cost-of-living-rising-cuts-to-housing-programs-put-san-francisco-on-edge\">navigate rising costs\u003c/a>, \u003ca href=\"https://www.kqed.org/news/12080289/700-a-month-sleeping-pods-make-sf-more-affordable-but-at-what-cost\">smaller living spaces\u003c/a> and a \u003ca href=\"https://www.kqed.org/news/12078915/in-east-oakland-a-store-where-1-item-is-always-free\">growing desire to buy less and share more\u003c/a>, libraries are increasingly becoming places where people can try new hobbies, learn new skills and access experiences they might otherwise be unable to afford — all through these free rentals.\u003c/p>\n\u003cp>The diverse offerings and their availability at no cost are a testament to the services a public library provides, said Anji Brenner, a city librarian at Mill Valley Public Library. Whether a library card holder is checking out a book, a tool or a sewing machine — or gathering with others under the bookstacks — it all speaks to the larger public library mission.\u003c/p>\n\u003cp>“It doesn’t matter if you’re rich or poor,” she said. “It doesn’t matter what you look like.”\u003c/p>\n\u003cp>“All of those things don’t matter — you’re welcome here.”\u003c/p>\n\u003cul>\n\u003cli>\u003cstrong>\u003ca href=\"#HowdoIfindoutwhatsavailabletoloanatmylocallibrary\"> How do I find out what’s available to loan at my local library?\u003c/a>\u003c/strong>\u003c/li>\n\u003c/ul>\n\u003ch2>Creativity: Where to find musical instruments, karaoke machines, sewing machines, craft kits and more\u003c/h2>\n\u003cp>The drum machine was just one of many surprising things Saria’s family had checked out from the library. “It almost feels like a secret,” he said. “People should know more about this.”\u003c/p>\n\u003cp>They’ve also rented ukuleles and experimented with Makey Makey kits: electronic sets that can turn \u003ca href=\"https://www.youtube.com/watch?v=X1mYalegtdI\">bananas and other objects into musical instruments\u003c/a>.\u003c/p>\n\u003cfigure id=\"attachment_12085222\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12085222\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260417-CLIMATESOLUTIONSINDUCTION02832_TV-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260417-CLIMATESOLUTIONSINDUCTION02832_TV-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260417-CLIMATESOLUTIONSINDUCTION02832_TV-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260417-CLIMATESOLUTIONSINDUCTION02832_TV-KQED-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">The San Mateo Public Library stands on 55 W 3rd Ave in San Mateo on April 17, 2026. \u003ccite>(Tâm Vũ/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>“It makes the library way more interesting,” Saria said. “It’s fun to see what’s available to bring home.”\u003c/p>\n\u003cp>Libraries across the Bay Area offer collections built around creative experimentation: musical instruments, art tools, karaoke machines, record players, sewing machines and hobby equipment.\u003c/p>\n\u003cp>Karaoke machines are available to loan out at the Belvedere-Tiburon Public Library, San Mateo County Libraries, Santa Clara County Library District and Sunnyvale Public Library, among others.\u003c/p>\n\u003cp>At the Mill Valley Public Library, Brenner said many people use the library as a place to experiment before committing to an expensive purchase.\u003c/p>\n\u003cp>A resident recently borrowed a weaving loom as they considered whether to pursue weaving long-term. “Before you fork over $600, you might want to see how something works and if it works for you,” Brenner said.\u003c/p>\n\u003cp>That same thinking extends to sewing machines, which are among the library’s most popular items. “Maybe I want to check it out, buy a simple pattern and see if I can even make it \u003cem>through \u003c/em>a simple pattern,” she said.\u003c/p>\n\u003cfigure id=\"attachment_12085215\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12085215\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260526-10-THINGS-AT-YOUR-LIBRARY-MD-05-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1334\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260526-10-THINGS-AT-YOUR-LIBRARY-MD-05-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260526-10-THINGS-AT-YOUR-LIBRARY-MD-05-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260526-10-THINGS-AT-YOUR-LIBRARY-MD-05-KQED-1536x1025.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Power tools line shelves at the Oakland Tool Lending Library in Oakland on May 21, 2026. \u003ccite>(Martin do Nascimento/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>In response to demand, sewing machines have become increasingly common to find for loan across Bay Area library systems, including the Marin County Free Library, the Mill Valley Public Library, the Santa Clara County Library District, the Sunnyvale Public Library, the San Mateo County Libraries and the Redwood City Public Library.\u003c/p>\n\u003cp>Some libraries allow residents to take the machine home, while others will ask you to use it at the library itself.\u003c/p>\n\u003cp>Besides weaving looms and sewing machines, the Marin County Free Library offers kits for embroidery, crochet and knitting, jewelry making and quilting.\u003c/p>\n\u003ch2>DIY: Where to find home improvement and gardening tools and supplies\u003c/h2>\n\u003cp>For Oakland homeowner and DIY enthusiast Isaac Kelly, his local public library has been essential. “If it’s something I’m going to use once a year or less, I’ll absolutely check the library first,” he said.\u003c/p>\n\u003cp>Kelly regularly borrows tools from Oakland Public Library’s renowned tool-lending collection. The program traces its roots to \u003ca href=\"https://www.eastbaytimes.com/2017/01/20/oaklands-community-toolbox/\">rebuilding efforts following the 1989 Loma Prieta earthquake\u003c/a> and the 1991 Oakland Hills firestorm, in response to community demand.\u003c/p>\n\u003cfigure id=\"attachment_12085212\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12085212\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260526-10-THINGS-AT-YOUR-LIBRARY-MD-02-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1334\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260526-10-THINGS-AT-YOUR-LIBRARY-MD-02-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260526-10-THINGS-AT-YOUR-LIBRARY-MD-02-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260526-10-THINGS-AT-YOUR-LIBRARY-MD-02-KQED-1536x1025.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Isaac Kelly uses a tamper checked out from the Oakland Tool Lending Library at his home in Oakland on May 20, 2026. \u003ccite>(Martin do Nascimento/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>Recently, Kelly took home an SDS drill — a heavy-duty concrete drill roughly the size of a carry-on suitcase. Next on his list: a soil compactor for a paving project. The alternative would be spending hundreds of dollars on tools he expects to use only once.\u003c/p>\n\u003cp>“Housing is scarce. Space is scarce,” Kelly said. But borrowing tools, he said, is also about more than affordability. “Being able to do things yourself is empowering,” he said.\u003c/p>\n\u003cp>Oakland residents Rosa and Aralya Yee-Phinith discovered the same thing while building a backyard deck at their home. The project stretched across several months and required rotary hammer drills, shovels and concrete-breaking tools — many of which they borrowed from Oakland’s tool lending library.\u003c/p>\n\u003cp>“It saved a huge chunk of money,” Rosa Yee-Phinith said.\u003c/p>\n\u003cp>The couple had already spent heavily on construction materials and didn’t want to spend even more on tools they might rarely use again. (This author, who is friends with the Yee-Phiniths, can attest that their deck turned out very nicely.)\u003c/p>\n\u003cp>Oakland’s tool lending program includes all types of saws — including circular, pruning and reciprocating ones — along with drills, sledgehammers and caulking guns, among others.\u003c/p>\n\u003cfigure id=\"attachment_12085214\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12085214\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260526-10-THINGS-AT-YOUR-LIBRARY-MD-04-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1334\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260526-10-THINGS-AT-YOUR-LIBRARY-MD-04-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260526-10-THINGS-AT-YOUR-LIBRARY-MD-04-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260526-10-THINGS-AT-YOUR-LIBRARY-MD-04-KQED-1536x1025.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Rosendo Molina works checking in tools at the Oakland Tool Lending Library in Oakland on May 21, 2026. \u003ccite>(Martin do Nascimento/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>As for other cities around the Bay, the Berkeley public library offers a similar tool lending program to Oakland’s. And while not as extensive, the Sunnyvale Public Library has a manual lawn mower, orbital sanders, screwdrivers, hex-key sets and a collapsible hand truck available to residents.\u003c/p>\n\u003cp>Gardening enthusiasts can find tools like soil block presses, fruit pickers and weeding tools at libraries, including those in Oakland, Berkeley, Sunnyvale and Marin County. Residents can also \u003ca href=\"https://www.kqed.org/news/12079852/want-to-save-on-groceries-you-can-grow-your-own-garden\">obtain seeds to start their own vegetable garden \u003c/a>at libraries, including Marin, Fremont and Oakland.\u003c/p>\n\u003ch2>Outdoors: Where to find bicycles, telescopes, hiking, camping, picnic kits and park passes\u003c/h2>\n\u003cp>At libraries throughout the Bay Area, patrons can check out \u003ca href=\"https://www.kqed.org/news/11910495/how-to-get-free-entry-to-california-state-parks-with-your-library-card\">California State Parks passes\u003c/a> along with gear like hiking backpacks and stargazing kits.\u003c/p>\n\u003cp>Jean Walker, a reference librarian with Oakland Public Library, said the goal is to help remove barriers that keep people from getting into nature. “We know how impactful it is on people’s mental health to just get outside,” Walker said.\u003c/p>\n\u003cp>Some libraries loan out hiking gear like trekking poles, baby carriers, camping gear like tents, bear canisters, foldable tables and portable power stations.\u003c/p>\n\u003cfigure id=\"attachment_12085216\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12085216\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260526-10-THINGS-AT-YOUR-LIBRARY-MD-06-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1334\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260526-10-THINGS-AT-YOUR-LIBRARY-MD-06-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260526-10-THINGS-AT-YOUR-LIBRARY-MD-06-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260526-10-THINGS-AT-YOUR-LIBRARY-MD-06-KQED-1536x1025.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Yard tools are arranged at the Oakland Public Library Tool Lending Library on May 21, 2026. \u003ccite>(Martin do Nascimento/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>Mill Valley Public Library created “experience backpacks” designed around local exploration. One kit includes bird guides, trail maps and binoculars for self-guided walks through nearby marshes. Another includes a wildflower guide.\u003c/p>\n\u003cp>For Haniza Zainal Abidin, a longtime San Jose resident and homeschooling parent, those programs became essential for her family. As a single-income household, she regularly relied on libraries for books, science programming and museum passes while raising her children.\u003c/p>\n\u003cp>One of \u003cspan style=\"font-weight: 400\">Zainal \u003c/span>Abidin’s favorite discoveries was a park pass she borrowed from the library, which allowed her family free entry to county parks.\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>It helped them discover Joseph D. Grant County Park, where the family spotted wild boars crossing nearby trails. “We could hear them snorting in the bushes,” she said.\u003c/p>\n\u003cp>Residents can find California park passes at most public libraries in the Bay Area. Some libraries, such as the San Mateo Public Library, include them in their backpack kits, which include hiking essentials like a water bottle, first aid kit and headlamp.\u003c/p>\n\u003cp>For those wanting to take a two-wheeled adventure, San Mateo County Libraries offer a number of bicycles through the system’s Book-A-Bike program.\u003c/p>\n\u003cp>Bikes come equipped with a helmet, bike lock, cargo basket, first aid kit, headlight, two tail lights and a charger for the lights. Some libraries also loan out bike racks, like at the Sunnyvale Public Library.\u003c/p>\n\u003cp>And for skywatchers and stargazers alike, you can borrow a telescope at Oakland Public Library, Mill Valley Public Library and other libraries in Marin County, as well as Sunnyvale Public Library.\u003c/p>\n\u003ch2>Cooking: Where to find Instant Pots, food dehydrators, sous vides and other culinary tools\u003c/h2>\n\u003cp>Libraries have also expanded their offerings into kitchen equipment.\u003c/p>\n\u003cp>The Berkeley Tool Lending Library also offers a wide selection of culinary and kitchen tools, including Instant Pots, air fryers, blenders and portable induction cooktops.\u003c/p>\n\u003cfigure id=\"attachment_12085220\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12085220\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260417-CLIMATESOLUTIONSINDUCTION02262_TV-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260417-CLIMATESOLUTIONSINDUCTION02262_TV-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260417-CLIMATESOLUTIONSINDUCTION02262_TV-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260417-CLIMATESOLUTIONSINDUCTION02262_TV-KQED-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">An induction stove available for check out at the San Mateo Public Library in San Mateo on April 17, 2026. \u003ccite>(Tâm Vũ/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>Culinary equipment like sous vides, ice cream makers, dehydrators and cake pans is available in both Berkeley and at the Sunnyvale Public Library.\u003c/p>\n\u003cp>In Sunnyvale, residents can also borrow a rice cooker, hot pot, grill, dehydrator, popcorn maker, baking pans, cookie cutters and knife sharpeners.\u003c/p>\n\u003ch2>Kids: Where to find children’s toys and activities\u003c/h2>\n\u003cp>Libraries also provide kid-focused collections, from rotating toy libraries to educational kits and science activities. Walker said children at Oakland libraries often return toys after storytime and immediately check out something new.\u003c/p>\n\u003cp>The toys are “the highlight of a lot of those kids’ weeks,” she said.\u003c/p>\n\u003cp>The Oakland Public Library has a large toy-lending program aimed at children ages 0 to 6. They can borrow train sets, toy cars, sensory toys and more.\u003c/p>\n\u003cp>Libraries in San Mateo, Berkeley, Oakland, San Francisco, San Jose, Santa Clara and other cities also offer play spaces for small children. For older kids, activities and resources related to coding, robotics, science and engineering, like STEAM kits, are readily available too.\u003c/p>\n\u003ch2>\u003ca id=\"HowdoIfindoutwhatsavailabletoloanatmylocallibrary\">\u003c/a>How do I find out what kinds of items are available at my local public library?\u003c/h2>\n\u003cp>To find out what’s available in the “Library of Things” at your local library, staff advise checking their branch’s website or calling to learn more.\u003c/p>\n\u003cp>Most libraries have an updated online catalog of items and offer the option to place holds online, while others require you to call to place your hold.\u003c/p>\n\u003cfigure id=\"attachment_12085355\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12085355\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/20260527_AFFORDABILITYLIBRARY_GC-6-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/20260527_AFFORDABILITYLIBRARY_GC-6-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/20260527_AFFORDABILITYLIBRARY_GC-6-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/20260527_AFFORDABILITYLIBRARY_GC-6-KQED-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Hannah Waldschmidt, Library Assistant, holds trail and plant guides, part of the “Family Scavenger Hunt” kit, available for checkout at Mill Valley Public Library’s “Library of Things” on May 27, 2026. \u003ccite>(Gina Castro for KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>Calling the library directly would get you the most recent updates on descriptions and availability.\u003c/p>\n\u003cp>Some libraries allow nonresidents of that city to borrow certain items, as long as you’re a California resident. Others, like the tool lending libraries, require you to actually be a resident of that library’s city.\u003c/p>\n\u003cp>\u003c/p>\u003c/div>",
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"slug": "remember-your-moms-tanda-young-latinos-are-giving-it-a-tech-savvy-twist-2",
"title": "Remember Your Mom’s ‘Tanda’? Young Latinos Are Giving It a Tech-Savvy Twist",
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"headTitle": "Remember Your Mom’s ‘Tanda’? Young Latinos Are Giving It a Tech-Savvy Twist | KQED",
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"content": "\u003cp>\u003cem>This story is part of \u003c/em>\u003ca href=\"https://www.kqed.org/affordability\">\u003cem>How We Get By\u003c/em>\u003c/a>\u003cem>, a KQED series exploring how people are coping with rising costs in the Bay Area and California. Find the \u003c/em>\u003ca href=\"https://www.kqed.org/affordability\">\u003cem>full series here\u003c/em>\u003c/a>\u003cem>.\u003c/em>\u003c/p>\n\u003cp>In the span of four months, Juan Carrillo’s life got flipped around. He lost two family members in January: a brother and a nephew.\u003c/p>\n\u003cp>On top of his grief, the 49-year-old Fresno resident and his family were staring down funeral bills, each costing more than $10,000.\u003c/p>\n\u003cp>“Everything has done a complete 360-degree turn; you just don’t see it coming, and you don’t even know where else to find the money to make your regular payments,” Carrillo said in Spanish. “In one way or another, we had to help our families.”\u003c/p>\n\u003cp>[ad fullwidth]\u003c/p>\n\u003cp>As a result of the unexpected expenses, he fell behind on rent and utility payments, even though he was working three jobs — as a DJ, an Uber driver and as a construction worker.\u003c/p>\n\u003cp>But Carrillo got a boon at just the right time: in January, he received $900 in his bank account, which helped his family cover some of the funeral expenses. That was thanks to his tanda, a community-based lending circle, in which members contribute small amounts of money regularly — in his case, $150 each month — and take turns receiving a lump-sum payout.\u003c/p>\n\u003cp>“That’s how we help each other,” Carrillo said.\u003c/p>\n\u003cfigure id=\"attachment_12090543\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12090543\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-08_qed.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-08_qed.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-08_qed-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-08_qed-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Juan Carrillo stands for a portrait at his home in Fresno, California, on Monday, July 6, 2026. Carrillo joined a tanda, a lending circle widely used in Latin America, and was able to contribute to funeral expenses for two of his family members because of it. \u003ccite>(Juliana Yamada for KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>A tanda is a centuries-old financial system widely used across Latin America that functions as a community-based savings-and-lending circle. The system relies on trust among its members — usually small groups of six to 10 — and has historically operated in cash, similar to an interest-free savings plan or an informal loan.\u003c/p>\n\u003cp>Today, however, tandas are becoming more modernized, with apps and other tech tools drawing in younger generations of Latinos. And as California’s cost of living continues to increase, more people are turning to tandas as a way to get out of a tight spot, to save money and build credit.\u003c/p>\n\u003cp>“It is very expensive to live in these areas,” said Mariel Hernandez, a spokesperson for Bay Area nonprofit \u003ca href=\"https://www.missionassetfund.org/\">Mission Asset Fund\u003c/a>. “California’s affordability crisis has made predatory lending more dangerous and more tempting at the same time.”\u003c/p>\n\u003cp>Her organization partnered with the \u003ca href=\"https://www.elfus.org/\">Education and Leadership Foundation\u003c/a>, based in Fresno, more than three years ago to expand access to these traditional lending circles.\u003c/p>\n\u003cfigure id=\"attachment_12090555\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12090555\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-11_qed.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-11_qed.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-11_qed-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-11_qed-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Juan Carrillo displays his delivery driver badge in Fresno, California, on Monday, July 6, 2026. Carrillo joined a tanda, a lending circle widely used in Latin America, and was able to buy new tires for his car with a loan from the tanda. \u003ccite>(Juliana Yamada for KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>Both nonprofits use the model as a way to help communities build savings and access small, no-interest loans through structured, community-based programs.\u003c/p>\n\u003cp>But Raúl Hinojosa-Ojeda, a professor of Chicano studies at the University of California, Los Angeles, said the origins of tandas go back centuries.\u003c/p>\n\u003cp>“They’re not new,” Hinojosa-Ojeda said. “There’s multi-thousand-year-old roots of communal labor in Mexico, there’s 1,000-year-old roots in Asia of communal work and communal savings and lending.”\u003c/p>\n\u003cp>Hinojosa-Ojeda said tandas made their way to California in the 19th century, when immigrants from China and Mexico brought the collective savings practices to the state.\u003c/p>\n\u003cfigure id=\"attachment_12090556\" class=\"wp-caption aligncenter\" style=\"max-width: 1999px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12090556\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-15_qed.jpg\" alt=\"\" width=\"1999\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-15_qed.jpg 1999w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-15_qed-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-15_qed-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\">\u003cfigcaption class=\"wp-caption-text\">A new tire on delivery driver Juan Carrillo’s car in Fresno, California, on Monday, July 6, 2026. Carrillo joined a tanda, a lending circle widely used in Latin America, and was able to buy new tires for his car with a loan from the tanda. \u003ccite>(Juliana Yamada for KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>Traditionally, participants knew each other; they were family members, neighbors, friends, and coworkers. Trust is essential within the tanda because a person is less likely to take the money and never return.\u003c/p>\n\u003cp>In the systems operated by the Education and Leadership Foundation and Mission Asset Fund, participants are strangers, and they no longer operate with cash. Instead, they use an app.\u003c/p>\n\u003cp>And the organizations are able to guarantee funding if a person drops out.\u003c/p>\n\u003cp>“The concept is very similar,” Hinojosa-Ojeda said. “People join, and then they agree to deposit money into a fund that’s controlled by a trusted body.”\u003c/p>\n\u003cfigure id=\"attachment_12090546\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12090546\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-03_qed.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-03_qed.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-03_qed-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-03_qed-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Community Engagement Coordinator Carmen Cardenas shows the “MyMAF” portal on her phone at the Education and Leadership Foundation office in Fresno, California, on Monday, July 6, 2026. MyMAF is a model by Mission Asset Fund that helps community members build their savings, credit, and access small loans. \u003ccite>(Juliana Yamada for KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>Hernandez said community members turn to tandas for any number of reasons, including household emergencies or securing a down payment for a home or for rent. She uses tandas herself and said she’s received $1,200 that helped cover the tuition costs of her master’s degree, as well as her Bay Area apartment.\u003c/p>\n\u003cp>“It can be for buying back-to-school supplies, sending money to family abroad, sometimes it’s even covering quinceañeras,” she said.\u003c/p>\n\u003cp>When 24-year-old David Medina was feeling the pressure of the holiday season late last year, he realized he didn’t have enough money to buy gifts for his family.[aside postID=news_12084761 hero='https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/IMG_1522.jpg']“And then I remembered, ‘Wait, I’m about to get my money from the tanda.’ That money can go straight into my Christmas shopping,” Medina said.\u003c/p>\n\u003cp>He had been paying $100 a month and received $1,000 just before the holidays. The timing helped turn a stressful situation into a manageable one.\u003c/p>\n\u003cp>“That money that I didn’t know I had put aside, I had it, and it worked perfectly,” he said.\u003c/p>\n\u003cp>With the extra cash, Medina was able to buy gifts: toys, new clothes, household items, and food. It helped his family enjoy a more comfortable Christmas.\u003c/p>\n\u003cp>Carmen Cardenas, the community engagement coordinator for Education and Leadership Foundation, joined a tanda to celebrate her 24th birthday.\u003c/p>\n\u003cp>“When I received the loan, I wasn’t wanting to go into credit card debt for my birthday celebration, so I saved the money that I got from the lending circle to put it towards that,” Cardenas said. “I was able to use that money and then keep paying it back as the lending circle went on.”\u003c/p>\n\u003cp>She makes it a priority to participate in tandas whenever the opportunity arises, viewing them as an important way to manage her finances.\u003c/p>\n\u003cfigure id=\"attachment_12090547\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12090547\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-07_qed.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-07_qed.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-07_qed-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-07_qed-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Community Engagement Coordinator Carmen Cardenas stands for a portrait at the Education and Leadership Foundation (ELF) office in Fresno, California, on Monday, July 6, 2026. Cardenas assists ELF community members with signing up for tandas, also known as lending circles, and has made use of them for her own expenses. \u003ccite>(Juliana Yamada for KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>Through the Mission Asset Fund app — which is now available through partnerships in Illinois, Michigan, Minnesota, Mississippi, New York and Washington — Cardenas is instantly alerted whenever a scheduled payment is processed, allowing her to track when money has been automatically withdrawn from her bank account.\u003c/p>\n\u003cp>Meanwhile, Medina has grown to love tandas — not just because he can save money along the way, but also because he’s actively building and strengthening his credit score through the Mission Asset Fund’s app, too.\u003c/p>\n\u003cp>“After college, I didn’t really build my credit,” Medina said.\u003c/p>\n\u003cp>After receiving his last payout, he signed up for another tanda and is set to collect $750 later this year — again with the ability to track and access his payments instantly from his devices.\u003c/p>\n\u003cfigure id=\"attachment_12090548\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12090548\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-19_qed.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-19_qed.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-19_qed-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-19_qed-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Juan Carrillo prays at an altar honoring his brother and nephew in his home in Fresno, California, on Monday, July 6, 2026. Carrillo was able to contribute to funeral expenses for his brother and nephew after joining a tanda, a lending circle widely used in Latin America. \u003ccite>(Juliana Yamada for KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>The ability to build credit scores also interested Carrillo, not for himself, but for his 18- and 20-year-old sons.\u003c/p>\n\u003cp>“In this country, you move forward with credit; without credit, you don’t,” Carrillo said. “Everything relies on credit.”\u003c/p>\n\u003cp>It’d be tempting to lean on credit to keep up with California’s rising costs, but Carrillo said the tandas have helped him manage it. And, when tragedy struck, the tanda was there with quick cash and zero debt.\u003c/p>\n\u003cp>“I thank God because it arrived at a time [of need],” he said.\u003c/p>\n\u003cp>[ad floatright]\u003c/p>\n",
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"excerpt": "Young adults in California are modernizing tandas, a traditional community savings system, to keep up with inflation and the state’s soaring cost of living.",
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"title": "Remember Your Mom’s ‘Tanda’? Young Latinos Are Giving It a Tech-Savvy Twist | KQED",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003cp>\u003cem>This story is part of \u003c/em>\u003ca href=\"https://www.kqed.org/affordability\">\u003cem>How We Get By\u003c/em>\u003c/a>\u003cem>, a KQED series exploring how people are coping with rising costs in the Bay Area and California. Find the \u003c/em>\u003ca href=\"https://www.kqed.org/affordability\">\u003cem>full series here\u003c/em>\u003c/a>\u003cem>.\u003c/em>\u003c/p>\n\u003cp>In the span of four months, Juan Carrillo’s life got flipped around. He lost two family members in January: a brother and a nephew.\u003c/p>\n\u003cp>On top of his grief, the 49-year-old Fresno resident and his family were staring down funeral bills, each costing more than $10,000.\u003c/p>\n\u003cp>“Everything has done a complete 360-degree turn; you just don’t see it coming, and you don’t even know where else to find the money to make your regular payments,” Carrillo said in Spanish. “In one way or another, we had to help our families.”\u003c/p>\n\u003cp>\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003c/p>\n\u003cp>As a result of the unexpected expenses, he fell behind on rent and utility payments, even though he was working three jobs — as a DJ, an Uber driver and as a construction worker.\u003c/p>\n\u003cp>But Carrillo got a boon at just the right time: in January, he received $900 in his bank account, which helped his family cover some of the funeral expenses. That was thanks to his tanda, a community-based lending circle, in which members contribute small amounts of money regularly — in his case, $150 each month — and take turns receiving a lump-sum payout.\u003c/p>\n\u003cp>“That’s how we help each other,” Carrillo said.\u003c/p>\n\u003cfigure id=\"attachment_12090543\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12090543\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-08_qed.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-08_qed.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-08_qed-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-08_qed-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Juan Carrillo stands for a portrait at his home in Fresno, California, on Monday, July 6, 2026. Carrillo joined a tanda, a lending circle widely used in Latin America, and was able to contribute to funeral expenses for two of his family members because of it. \u003ccite>(Juliana Yamada for KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>A tanda is a centuries-old financial system widely used across Latin America that functions as a community-based savings-and-lending circle. The system relies on trust among its members — usually small groups of six to 10 — and has historically operated in cash, similar to an interest-free savings plan or an informal loan.\u003c/p>\n\u003cp>Today, however, tandas are becoming more modernized, with apps and other tech tools drawing in younger generations of Latinos. And as California’s cost of living continues to increase, more people are turning to tandas as a way to get out of a tight spot, to save money and build credit.\u003c/p>\n\u003cp>“It is very expensive to live in these areas,” said Mariel Hernandez, a spokesperson for Bay Area nonprofit \u003ca href=\"https://www.missionassetfund.org/\">Mission Asset Fund\u003c/a>. “California’s affordability crisis has made predatory lending more dangerous and more tempting at the same time.”\u003c/p>\n\u003cp>Her organization partnered with the \u003ca href=\"https://www.elfus.org/\">Education and Leadership Foundation\u003c/a>, based in Fresno, more than three years ago to expand access to these traditional lending circles.\u003c/p>\n\u003cfigure id=\"attachment_12090555\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12090555\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-11_qed.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-11_qed.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-11_qed-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-11_qed-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Juan Carrillo displays his delivery driver badge in Fresno, California, on Monday, July 6, 2026. Carrillo joined a tanda, a lending circle widely used in Latin America, and was able to buy new tires for his car with a loan from the tanda. \u003ccite>(Juliana Yamada for KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>Both nonprofits use the model as a way to help communities build savings and access small, no-interest loans through structured, community-based programs.\u003c/p>\n\u003cp>But Raúl Hinojosa-Ojeda, a professor of Chicano studies at the University of California, Los Angeles, said the origins of tandas go back centuries.\u003c/p>\n\u003cp>“They’re not new,” Hinojosa-Ojeda said. “There’s multi-thousand-year-old roots of communal labor in Mexico, there’s 1,000-year-old roots in Asia of communal work and communal savings and lending.”\u003c/p>\n\u003cp>Hinojosa-Ojeda said tandas made their way to California in the 19th century, when immigrants from China and Mexico brought the collective savings practices to the state.\u003c/p>\n\u003cfigure id=\"attachment_12090556\" class=\"wp-caption aligncenter\" style=\"max-width: 1999px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12090556\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-15_qed.jpg\" alt=\"\" width=\"1999\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-15_qed.jpg 1999w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-15_qed-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-15_qed-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 1999px) 100vw, 1999px\">\u003cfigcaption class=\"wp-caption-text\">A new tire on delivery driver Juan Carrillo’s car in Fresno, California, on Monday, July 6, 2026. Carrillo joined a tanda, a lending circle widely used in Latin America, and was able to buy new tires for his car with a loan from the tanda. \u003ccite>(Juliana Yamada for KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>Traditionally, participants knew each other; they were family members, neighbors, friends, and coworkers. Trust is essential within the tanda because a person is less likely to take the money and never return.\u003c/p>\n\u003cp>In the systems operated by the Education and Leadership Foundation and Mission Asset Fund, participants are strangers, and they no longer operate with cash. Instead, they use an app.\u003c/p>\n\u003cp>And the organizations are able to guarantee funding if a person drops out.\u003c/p>\n\u003cp>“The concept is very similar,” Hinojosa-Ojeda said. “People join, and then they agree to deposit money into a fund that’s controlled by a trusted body.”\u003c/p>\n\u003cfigure id=\"attachment_12090546\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12090546\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-03_qed.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-03_qed.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-03_qed-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-03_qed-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Community Engagement Coordinator Carmen Cardenas shows the “MyMAF” portal on her phone at the Education and Leadership Foundation office in Fresno, California, on Monday, July 6, 2026. MyMAF is a model by Mission Asset Fund that helps community members build their savings, credit, and access small loans. \u003ccite>(Juliana Yamada for KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>Hernandez said community members turn to tandas for any number of reasons, including household emergencies or securing a down payment for a home or for rent. She uses tandas herself and said she’s received $1,200 that helped cover the tuition costs of her master’s degree, as well as her Bay Area apartment.\u003c/p>\n\u003cp>“It can be for buying back-to-school supplies, sending money to family abroad, sometimes it’s even covering quinceañeras,” she said.\u003c/p>\n\u003cp>When 24-year-old David Medina was feeling the pressure of the holiday season late last year, he realized he didn’t have enough money to buy gifts for his family.\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>“And then I remembered, ‘Wait, I’m about to get my money from the tanda.’ That money can go straight into my Christmas shopping,” Medina said.\u003c/p>\n\u003cp>He had been paying $100 a month and received $1,000 just before the holidays. The timing helped turn a stressful situation into a manageable one.\u003c/p>\n\u003cp>“That money that I didn’t know I had put aside, I had it, and it worked perfectly,” he said.\u003c/p>\n\u003cp>With the extra cash, Medina was able to buy gifts: toys, new clothes, household items, and food. It helped his family enjoy a more comfortable Christmas.\u003c/p>\n\u003cp>Carmen Cardenas, the community engagement coordinator for Education and Leadership Foundation, joined a tanda to celebrate her 24th birthday.\u003c/p>\n\u003cp>“When I received the loan, I wasn’t wanting to go into credit card debt for my birthday celebration, so I saved the money that I got from the lending circle to put it towards that,” Cardenas said. “I was able to use that money and then keep paying it back as the lending circle went on.”\u003c/p>\n\u003cp>She makes it a priority to participate in tandas whenever the opportunity arises, viewing them as an important way to manage her finances.\u003c/p>\n\u003cfigure id=\"attachment_12090547\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12090547\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-07_qed.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-07_qed.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-07_qed-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-07_qed-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Community Engagement Coordinator Carmen Cardenas stands for a portrait at the Education and Leadership Foundation (ELF) office in Fresno, California, on Monday, July 6, 2026. Cardenas assists ELF community members with signing up for tandas, also known as lending circles, and has made use of them for her own expenses. \u003ccite>(Juliana Yamada for KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>Through the Mission Asset Fund app — which is now available through partnerships in Illinois, Michigan, Minnesota, Mississippi, New York and Washington — Cardenas is instantly alerted whenever a scheduled payment is processed, allowing her to track when money has been automatically withdrawn from her bank account.\u003c/p>\n\u003cp>Meanwhile, Medina has grown to love tandas — not just because he can save money along the way, but also because he’s actively building and strengthening his credit score through the Mission Asset Fund’s app, too.\u003c/p>\n\u003cp>“After college, I didn’t really build my credit,” Medina said.\u003c/p>\n\u003cp>After receiving his last payout, he signed up for another tanda and is set to collect $750 later this year — again with the ability to track and access his payments instantly from his devices.\u003c/p>\n\u003cfigure id=\"attachment_12090548\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12090548\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-19_qed.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-19_qed.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-19_qed-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/20260706-tandas-JY-19_qed-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Juan Carrillo prays at an altar honoring his brother and nephew in his home in Fresno, California, on Monday, July 6, 2026. Carrillo was able to contribute to funeral expenses for his brother and nephew after joining a tanda, a lending circle widely used in Latin America. \u003ccite>(Juliana Yamada for KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>The ability to build credit scores also interested Carrillo, not for himself, but for his 18- and 20-year-old sons.\u003c/p>\n\u003cp>“In this country, you move forward with credit; without credit, you don’t,” Carrillo said. “Everything relies on credit.”\u003c/p>\n\u003cp>It’d be tempting to lean on credit to keep up with California’s rising costs, but Carrillo said the tandas have helped him manage it. And, when tragedy struck, the tanda was there with quick cash and zero debt.\u003c/p>\n\u003cp>“I thank God because it arrived at a time [of need],” he said.\u003c/p>\n\u003cp>\u003c/p>\u003c/div>",
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"slug": "redwood-city-to-vote-on-rent-control-in-november",
"title": "Redwood City to Vote on Rent Control in November",
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"content": "\u003cp>\u003ca href=\"https://www.kqed.org/news/tag/redwood-city\">Redwood City\u003c/a> residents will decide in November whether to adopt a rent-control and tenant-protection law that would reach well beyond current state and local rules, after the City Council opted on Tuesday to bring the issue to voters.\u003c/p>\n\u003cp>The council \u003ca href=\"https://meetings.redwoodcity.org/AgendaOnline/Documents/ViewDocument/July_7%2C_2026_Special_City_Council_Meeting_2726_Agenda_Packet_7_7_2026_6_00_00_PM.pdf?meetingId=2726&documentType=AgendaPacket&itemId=0&publishId=0&isSection=false\">voted unanimously\u003c/a> to send the citizen-led rent stabilization and tenant-protection measure to the ballot. The measure, organized by Faith in Action Bay Area, a religious advocacy group, qualified after county elections officials verified 4,751 signatures, more than the roughly 4,500 required.\u003c/p>\n\u003cp>“We are legally obligated by state law to either enact the measure outright or to place it on the ballot for the voters to decide,” Councilmember Chris Sturken told KQED.\u003c/p>\n\u003cp>[ad fullwidth]\u003c/p>\n\u003cp>The measure would cap annual rent increases for qualified units at 5% — or 60% of inflation, whichever is less — and roll rents back to their October 2025 levels.\u003c/p>\n\u003cp>Because of California’s Costa-Hawkins Act, the cap would reach only multifamily buildings built before Feb. 1, 1995 — about 40% of the city’s rental stock, according to a city staff report, or roughly one in five housing units citywide, according to the city’s consultant.\u003c/p>\n\u003cp>But most of the \u003ca href=\"https://meetings.redwoodcity.org/AgendaOnline/Documents/ViewDocument/8.A.%20ATTACHMENT%20A%20%E2%80%93%20PROPOSED%20ORDINANCE.pdf?meetingId=2726&documentType=Agenda&itemId=14940&publishId=23496&isSection=false\">46-page measure\u003c/a> is even more stringent, expanding just-cause eviction protections to nearly all rentals, including single-family homes and ADUs; raising relocation payments for no-fault evictions to at least $12,000; guaranteeing displaced tenants a right to return to the unit; barring landlords from passing utility costs to tenants in rent-capped units; and creating a new, fee-funded city program to run a rent registry, hear petitions and provide free legal aid to low-income tenants.\u003c/p>\n\u003cfigure id=\"attachment_12090358\" class=\"wp-caption aligncenter\" style=\"max-width: 1980px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12090358\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/GettyImages-2246065193.jpg\" alt=\"\" width=\"1980\" height=\"1320\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/GettyImages-2246065193.jpg 1980w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/GettyImages-2246065193-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/GettyImages-2246065193-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 1980px) 100vw, 1980px\">\u003cfigcaption class=\"wp-caption-text\">Logo for Redwood City, California on the side door of a city vehicle, Nov. 6, 2025. \u003ccite>(Smith Collection/Gado/Getty Images)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>The city commissioned its own study of what the ordinance would do. Economic & Planning Systems, the firm Redwood City hired, found its reach extends well past the rent cap — the eviction, relocation and fee provisions carry “material costs and risks to property owners and investors,” managing principal Jason Moody told the council.\u003c/p>\n\u003cp>William Gomez, a school social worker and Faith in Action leader, said nearly 60% of students in the Redwood City School District are socioeconomically disadvantaged, and that many live doubled- or tripled-up while parents work multiple jobs to cover rent.\u003c/p>\n\u003cp>A family of three earning about $50,000 a year takes home roughly $4,000 a month, he said — about what rent for a one-bedroom now costs in the area.[aside postID=news_12089546 hero='https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/IMG_1571.jpg']“When it comes to housing, it seems for us to always prioritize corporations that value profit over human belonging,” Gomez said.\u003c/p>\n\u003cp>According to the campaign, rents in older buildings have risen 57% over 15 years, and corporations and real estate trusts own 87% of the city’s apartments.\u003c/p>\n\u003cp>Redwood City has never had local rent control, relying instead on California’s 2019 Tenant Protection Act, which imposed rules concerning rent increases and tenants rights in the state.\u003c/p>\n\u003cp>Residents tried to qualify a similar measure in recent years but fell short on valid signatures. Sturken said the city’s absence of a rent cap — even as neighbors like East Palo Alto have had one for years — comes down to a “fierce” real estate lobby and past policies.\u003c/p>\n\u003cp>Earlier councils had sought compromise, producing an anti-displacement strategy and a tenant-protection ordinance that stopped short of rent control.\u003c/p>\n\u003cp>Opponents, led by real estate and landlord groups, argue the measure would do the opposite of what it intends. Fernando Peña, government affairs director for the San Mateo County Association of Realtors, said it “doesn’t add one unit of housing” and would “reduce supply, increase cost for everyone, and discourage investment.”\u003c/p>\n\u003cfigure id=\"attachment_12090359\" class=\"wp-caption aligncenter\" style=\"max-width: 1980px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12090359\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/GettyImages-2226825406.jpg\" alt=\"\" width=\"1980\" height=\"1320\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/GettyImages-2226825406.jpg 1980w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/GettyImages-2226825406-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/GettyImages-2226825406-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 1980px) 100vw, 1980px\">\u003cfigcaption class=\"wp-caption-text\">Aerial view of Redwood City, California in the Silicon Valley, June 12, 2025. \u003ccite>(Smith Collection/Gado/Getty Images)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>He noted that only two of the measure’s 46 pages deal with rent control, with the rest covering evictions, relocation and fees. The burden, he said, would fall on small homeowners — “families, the retirees” — not just corporations. The city should focus on building housing, he said, arguing Redwood City already has among the county’s strongest anti-displacement protections.\u003c/p>\n\u003cp>The California Apartment Association, which represents landlords across the state, also opposes the measure. In a statement, Joshua Howard, the group’s executive vice president of local public affairs, said California and Redwood City already provide strong protections and that the initiative would swap them for “an expensive new layer of city bureaucracy.”\u003c/p>\n\u003cp>“This measure builds government, not housing,” he said.\u003c/p>\n\u003cp>Howard also pointed to Proposition 33, the 2024 statewide rent-control expansion he said nearly 60% of Redwood City voters rejected, and dismissed the measure’s provision letting owners petition for higher increases as “a farce.”\u003c/p>\n\u003cp>EPS’s analysis estimated the new program would cost the city $5 million to $11 million a year — far more than the $84 to $120 per-unit annual fees written into the ordinance, which it said would cover only 13% to 32% of the cost.\u003c/p>\n\u003cp>Real per-unit fees, it projected, would run $320 to $700. Moody said the heaviest impact would fall on pre-1995 buildings, which he called the city’s “naturally occurring affordable housing,” and warned that the ban on billing tenants for utilities would be “an immediate hit” to older properties.\u003c/p>\n\u003cfigure id=\"attachment_11970115\" class=\"wp-caption aligncenter\" style=\"max-width: 1920px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-11970115\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2023/12/GettyImages-672643689-1.jpg\" alt=\"An aerial view of a city, with a bridge over a waterway.\" width=\"1920\" height=\"1104\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2023/12/GettyImages-672643689-1.jpg 1920w, https://cdn.kqed.org/wp-content/uploads/sites/10/2023/12/GettyImages-672643689-1-800x460.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/10/2023/12/GettyImages-672643689-1-1020x587.jpg 1020w, https://cdn.kqed.org/wp-content/uploads/sites/10/2023/12/GettyImages-672643689-1-160x92.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2023/12/GettyImages-672643689-1-1536x883.jpg 1536w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\">\u003cfigcaption class=\"wp-caption-text\">An aerial view of Redwood City. \u003ccite>(Thomas Winz/Getty Images)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>EPS also found that, adjusted for inflation, Redwood City rents have gradually declined over the past decade.\u003c/p>\n\u003cp>EPS associate Kaavya Chhatrapati, who modeled the effect on affordable housing, said the measure “is not expected to directly prevent Redwood City from meeting its” state-mandated housing goals, “but it could make affordable housing production and preservation more difficult over time.”\u003c/p>\n\u003cp>Sturken told KQED the council’s role is “a bridge” between “sides that are diametrically opposed.” His bigger worry, he said, is the campaign ahead: “There’s going to be a lot of misinformation, a lot of fear-mongering.”\u003c/p>\n\u003cp>He urged voters to read the measure and the city’s financial reports before Election Day arguments are due on Aug. 11.\u003c/p>\n\u003cp>\u003c/p>\n",
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"excerpt": "Citizen organizers with Faith in Action Bay Area gathered enough signatures to qualify the measure for the ballot, as landlords and tenants clashed over the law’s restrictions.",
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"title": "Redwood City to Vote on Rent Control in November | KQED",
"description": "Citizen organizers with Faith in Action Bay Area gathered enough signatures to qualify the measure for the ballot, as landlords and tenants clashed over the law’s restrictions.",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003cp>\u003ca href=\"https://www.kqed.org/news/tag/redwood-city\">Redwood City\u003c/a> residents will decide in November whether to adopt a rent-control and tenant-protection law that would reach well beyond current state and local rules, after the City Council opted on Tuesday to bring the issue to voters.\u003c/p>\n\u003cp>The council \u003ca href=\"https://meetings.redwoodcity.org/AgendaOnline/Documents/ViewDocument/July_7%2C_2026_Special_City_Council_Meeting_2726_Agenda_Packet_7_7_2026_6_00_00_PM.pdf?meetingId=2726&documentType=AgendaPacket&itemId=0&publishId=0&isSection=false\">voted unanimously\u003c/a> to send the citizen-led rent stabilization and tenant-protection measure to the ballot. The measure, organized by Faith in Action Bay Area, a religious advocacy group, qualified after county elections officials verified 4,751 signatures, more than the roughly 4,500 required.\u003c/p>\n\u003cp>“We are legally obligated by state law to either enact the measure outright or to place it on the ballot for the voters to decide,” Councilmember Chris Sturken told KQED.\u003c/p>\n\u003cp>\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003c/p>\n\u003cp>The measure would cap annual rent increases for qualified units at 5% — or 60% of inflation, whichever is less — and roll rents back to their October 2025 levels.\u003c/p>\n\u003cp>Because of California’s Costa-Hawkins Act, the cap would reach only multifamily buildings built before Feb. 1, 1995 — about 40% of the city’s rental stock, according to a city staff report, or roughly one in five housing units citywide, according to the city’s consultant.\u003c/p>\n\u003cp>But most of the \u003ca href=\"https://meetings.redwoodcity.org/AgendaOnline/Documents/ViewDocument/8.A.%20ATTACHMENT%20A%20%E2%80%93%20PROPOSED%20ORDINANCE.pdf?meetingId=2726&documentType=Agenda&itemId=14940&publishId=23496&isSection=false\">46-page measure\u003c/a> is even more stringent, expanding just-cause eviction protections to nearly all rentals, including single-family homes and ADUs; raising relocation payments for no-fault evictions to at least $12,000; guaranteeing displaced tenants a right to return to the unit; barring landlords from passing utility costs to tenants in rent-capped units; and creating a new, fee-funded city program to run a rent registry, hear petitions and provide free legal aid to low-income tenants.\u003c/p>\n\u003cfigure id=\"attachment_12090358\" class=\"wp-caption aligncenter\" style=\"max-width: 1980px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12090358\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/GettyImages-2246065193.jpg\" alt=\"\" width=\"1980\" height=\"1320\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/GettyImages-2246065193.jpg 1980w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/GettyImages-2246065193-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/GettyImages-2246065193-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 1980px) 100vw, 1980px\">\u003cfigcaption class=\"wp-caption-text\">Logo for Redwood City, California on the side door of a city vehicle, Nov. 6, 2025. \u003ccite>(Smith Collection/Gado/Getty Images)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>The city commissioned its own study of what the ordinance would do. Economic & Planning Systems, the firm Redwood City hired, found its reach extends well past the rent cap — the eviction, relocation and fee provisions carry “material costs and risks to property owners and investors,” managing principal Jason Moody told the council.\u003c/p>\n\u003cp>William Gomez, a school social worker and Faith in Action leader, said nearly 60% of students in the Redwood City School District are socioeconomically disadvantaged, and that many live doubled- or tripled-up while parents work multiple jobs to cover rent.\u003c/p>\n\u003cp>A family of three earning about $50,000 a year takes home roughly $4,000 a month, he said — about what rent for a one-bedroom now costs in the area.\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>“When it comes to housing, it seems for us to always prioritize corporations that value profit over human belonging,” Gomez said.\u003c/p>\n\u003cp>According to the campaign, rents in older buildings have risen 57% over 15 years, and corporations and real estate trusts own 87% of the city’s apartments.\u003c/p>\n\u003cp>Redwood City has never had local rent control, relying instead on California’s 2019 Tenant Protection Act, which imposed rules concerning rent increases and tenants rights in the state.\u003c/p>\n\u003cp>Residents tried to qualify a similar measure in recent years but fell short on valid signatures. Sturken said the city’s absence of a rent cap — even as neighbors like East Palo Alto have had one for years — comes down to a “fierce” real estate lobby and past policies.\u003c/p>\n\u003cp>Earlier councils had sought compromise, producing an anti-displacement strategy and a tenant-protection ordinance that stopped short of rent control.\u003c/p>\n\u003cp>Opponents, led by real estate and landlord groups, argue the measure would do the opposite of what it intends. Fernando Peña, government affairs director for the San Mateo County Association of Realtors, said it “doesn’t add one unit of housing” and would “reduce supply, increase cost for everyone, and discourage investment.”\u003c/p>\n\u003cfigure id=\"attachment_12090359\" class=\"wp-caption aligncenter\" style=\"max-width: 1980px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12090359\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/GettyImages-2226825406.jpg\" alt=\"\" width=\"1980\" height=\"1320\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/GettyImages-2226825406.jpg 1980w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/GettyImages-2226825406-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/07/GettyImages-2226825406-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 1980px) 100vw, 1980px\">\u003cfigcaption class=\"wp-caption-text\">Aerial view of Redwood City, California in the Silicon Valley, June 12, 2025. \u003ccite>(Smith Collection/Gado/Getty Images)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>He noted that only two of the measure’s 46 pages deal with rent control, with the rest covering evictions, relocation and fees. The burden, he said, would fall on small homeowners — “families, the retirees” — not just corporations. The city should focus on building housing, he said, arguing Redwood City already has among the county’s strongest anti-displacement protections.\u003c/p>\n\u003cp>The California Apartment Association, which represents landlords across the state, also opposes the measure. In a statement, Joshua Howard, the group’s executive vice president of local public affairs, said California and Redwood City already provide strong protections and that the initiative would swap them for “an expensive new layer of city bureaucracy.”\u003c/p>\n\u003cp>“This measure builds government, not housing,” he said.\u003c/p>\n\u003cp>Howard also pointed to Proposition 33, the 2024 statewide rent-control expansion he said nearly 60% of Redwood City voters rejected, and dismissed the measure’s provision letting owners petition for higher increases as “a farce.”\u003c/p>\n\u003cp>EPS’s analysis estimated the new program would cost the city $5 million to $11 million a year — far more than the $84 to $120 per-unit annual fees written into the ordinance, which it said would cover only 13% to 32% of the cost.\u003c/p>\n\u003cp>Real per-unit fees, it projected, would run $320 to $700. Moody said the heaviest impact would fall on pre-1995 buildings, which he called the city’s “naturally occurring affordable housing,” and warned that the ban on billing tenants for utilities would be “an immediate hit” to older properties.\u003c/p>\n\u003cfigure id=\"attachment_11970115\" class=\"wp-caption aligncenter\" style=\"max-width: 1920px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-11970115\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2023/12/GettyImages-672643689-1.jpg\" alt=\"An aerial view of a city, with a bridge over a waterway.\" width=\"1920\" height=\"1104\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2023/12/GettyImages-672643689-1.jpg 1920w, https://cdn.kqed.org/wp-content/uploads/sites/10/2023/12/GettyImages-672643689-1-800x460.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/10/2023/12/GettyImages-672643689-1-1020x587.jpg 1020w, https://cdn.kqed.org/wp-content/uploads/sites/10/2023/12/GettyImages-672643689-1-160x92.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2023/12/GettyImages-672643689-1-1536x883.jpg 1536w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\">\u003cfigcaption class=\"wp-caption-text\">An aerial view of Redwood City. \u003ccite>(Thomas Winz/Getty Images)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>EPS also found that, adjusted for inflation, Redwood City rents have gradually declined over the past decade.\u003c/p>\n\u003cp>EPS associate Kaavya Chhatrapati, who modeled the effect on affordable housing, said the measure “is not expected to directly prevent Redwood City from meeting its” state-mandated housing goals, “but it could make affordable housing production and preservation more difficult over time.”\u003c/p>\n\u003cp>Sturken told KQED the council’s role is “a bridge” between “sides that are diametrically opposed.” His bigger worry, he said, is the campaign ahead: “There’s going to be a lot of misinformation, a lot of fear-mongering.”\u003c/p>\n\u003cp>He urged voters to read the measure and the city’s financial reports before Election Day arguments are due on Aug. 11.\u003c/p>\n\u003cp>\u003c/p>\n\u003c/div>\u003c/p>",
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"slug": "to-fund-affordable-food-san-francisco-looks-to-tax-vacant-grocery-stores-pharmacies",
"title": "To Fund Affordable Food, San Francisco Looks to Tax Vacant Grocery Stores, Pharmacies",
"publishDate": 1781649048,
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"headTitle": "To Fund Affordable Food, San Francisco Looks to Tax Vacant Grocery Stores, Pharmacies | KQED",
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"content": "\u003cp>\u003ca href=\"https://www.kqed.org/news/tag/san-francisco-supervisors\">San Francisco supervisors\u003c/a> are proposing a plan to limit vacant pharmacies and grocery stores around the city while boosting access to affordable, healthy food.\u003c/p>\n\u003cp>The Affordable Groceries Act comes as many San Franciscans struggle to afford food and prescriptions, and after dozens of retail pharmacy stores like Walgreens and grocery chains like Safeway have closed stores in the city.\u003c/p>\n\u003cp>Nearly a third of San Franciscans living below the poverty line are food insecure, according to a \u003ca href=\"https://media.api.sf.gov/documents/2026_FSTF_Recommendations_Official_NSl25y8.pdf\">2024 report\u003c/a> by the city’s Food Security Task Force, and nearly 110,000 residents utilize CalFresh, a food benefits program that the Trump administration has made qualifying for more difficult.\u003c/p>\n\u003cp>[ad fullwidth]\u003c/p>\n\u003cp>Some retail pharmacy chains and grocery stores that have closed in recent years still hold their leases, making it difficult for new businesses to fill the empty storefronts.\u003c/p>\n\u003cp>The measures, which could appear on the November ballot as two separate initiatives, would essentially create a vacancy tax on those empty storefronts to disincentivize large retailers from leaving behind what Supervisor Bilal Mahmood calls “zombie stores.”\u003c/p>\n\u003cp>“They hold the lease but won’t let anyone take it over, and they’re intentionally keeping it vacant to block competition,” said Mahmood, who represents the Tenderloin neighborhood, which has a dearth of grocery store options, and introduced the package of ordinances. “People have to drive across the city just to fill their prescriptions and seniors and families can’t walk to their neighborhood grocery store to get fresh produce.”\u003c/p>\n\u003cfigure id=\"attachment_12087847\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12087847\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260616-SFAffordableGroceries-08-BL-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260616-SFAffordableGroceries-08-BL-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260616-SFAffordableGroceries-08-BL-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260616-SFAffordableGroceries-08-BL-KQED-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Dalda’s Community Market in San Francisco’s Tenderloin neighborhood on June 16, 2026, offers fresh produce and other healthy food options in a neighborhood with limited grocery access. \u003ccite>(Beth LaBerge/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>The vacancy tax would apply only to stores already operating in San Francisco, in an effort to keep existing stores open and not discourage new ones.\u003c/p>\n\u003cp>In addition to taxing large retail chains that leave their storefronts empty, the plan’s “abandoned pharmacy and grocery stimulus” would also create incentives through tax credits and streamlined permitting for grocery stores and pharmacies to move into empty properties.\u003c/p>\n\u003cp>Taxes collected on the vacant storefronts could go toward a new affordable grocery fund, which would also accept private donations if both measures pass. The fund would be intended for a variety of different affordability programs focused on healthy food.[aside postID=news_12086417 hero='https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/SummerMealsGetty.jpg']One idea, inspired by a different program under New York Mayor Zohran Mamdani, is to use the funds to help the city buy vacant buildings and lease them to affordable grocers at below-market rents.\u003c/p>\n\u003cp>Another would be to revamp an earlier model that San Francisco utilized to help liquor stores convert into fresh grocery stores, called Healthy Retail SF, spearheaded by former supervisors Eric Mar, Jane Kim and Malia Cohen.\u003c/p>\n\u003cp>The program ran from 2017 to 2021, and exceeded its goals by recruiting and maintaining 12 stores that agreed to make the switch and carry healthier products, according to a \u003ca href=\"https://sanfranciscotobaccofreeproject.org/wp-content/uploads/HRSF-FER-17-21.pdf\">2021 analysis report\u003c/a>.\u003c/p>\n\u003cp>That program was successful for Tenderloin business owners like Satwinder Multani. He previously ran a liquor store in the neighborhood, but now oversees Dalda’s Community Market, a fully stocked grocery store just around the corner from his previous location.\u003c/p>\n\u003cp>It took a few years to complete the transition, but he said it’s been worth the hassle. The business is doing well, and he can tell his store is filling a real need in the neighborhood for fresh produce.\u003c/p>\n\u003cp>“Our sales went up ever since we moved here. It took us a while, but now I think we are doing much better than when we had the smaller version. I see more families shopping here, and if people see something we are missing, they let us know.”\u003c/p>\n\u003cfigure id=\"attachment_12087848\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12087848\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260616-SFAffordableGroceries-12-BL-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260616-SFAffordableGroceries-12-BL-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260616-SFAffordableGroceries-12-BL-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260616-SFAffordableGroceries-12-BL-KQED-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Neighborhood resident Anthony Partlow and his dog Anubis stand outside of Dalda’s Community Market in San Francisco’s Tenderloin neighborhood on June 16, 2026. The market offers fresh produce and other healthy food options in a neighborhood with limited grocery access. \u003ccite>(Beth LaBerge/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>Anthony Partlow lives just up the block from Dalda’s. Once a month, he’ll travel by e-bike about 45 minutes to pick up certain meats and nonperishables from large grocery chains. But he goes to Dalda’s almost every day for fresh foods like lettuce and other basic items.\u003c/p>\n\u003cp>“It’s actually quite difficult to find fresh groceries in the area, and it’s expensive. This place is the only one I really trust as far as fresh produce goes,” he said, standing outside of Dalda’s. “It’s really hard to eat fresh if the stores aren’t providing fresh produce.”\u003c/p>\n\u003cp>Both he and the store owner said they’d welcome more grocery stores and pharmacies into the neighborhood. But the fund that spurred the kind of corner store transitions like Dalda’s has run dry.\u003c/p>\n\u003cp>“There’s a lot of successful models that we’ve seen, including some success over time, but either they’re underfunded or not supported by the city,” Mahmood said. “It’s time for the city to help accelerate what we’ve seen work well and resurrect the programs that worked well in the past, but we’re not supporting anymore.”\u003c/p>\n\u003cp>Mahmood hopes the measures will help more families access reasonably priced groceries by shrinking local food deserts, neighborhoods that lack access to affordable, nutritious food.\u003c/p>\n\u003cp>The Tenderloin is not the only part of the city experiencing disparities around healthy food options or lacking accessible places to fill a prescription. Empty pharmacy and grocery stores are scattered across neighborhoods like the Mission, Bayview, Fillmore and other areas.\u003c/p>\n\u003cp>In Sunnydale, a nonprofit organization and philanthropists are working to open a privately funded grocery store operated by Bi-Rite, an upscale grocer in San Francisco, that will sell fresh produce and other pantry goods at wholesale prices.\u003c/p>\n\u003cp>Mahmood said his vision is for the city to boost those kinds of efforts while promoting more affordable grocery options.\u003c/p>\n\u003cfigure id=\"attachment_12087849\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12087849\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260616-SFAffordableGroceries-14-BL-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260616-SFAffordableGroceries-14-BL-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260616-SFAffordableGroceries-14-BL-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260616-SFAffordableGroceries-14-BL-KQED-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Dalda’s Community Market in San Francisco’s Tenderloin neighborhood on June 16, 2026, offers fresh produce and other healthy food options in a neighborhood with limited grocery access. \u003ccite>(Beth LaBerge/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>“Imagine if the city was funding a component of that to help it move along at an even more cost-effective rate,” he said.\u003c/p>\n\u003cp>The proposal has drawn early support from food justice groups in the city, such as Food and Agriculture Action Coalition Toward Sovereignty, and Farming Hope, as well as food and service unions like United Food and Commercial Workers and SEIU Local 87.\u003c/p>\n\u003cp>“San Francisco needs to seriously address food as part of its affordability crisis,” Andie Sobrepeña, co-executive director of Farming Hope, a culinary job training and food justice nonprofit, said in a statement. “The Affordable Grocery Act is a step forward to provide a solution to transform access to food in San Francisco.”\u003c/p>\n\u003cp>Co-sponsoring Supervisors Myrna Melgar, Stephen Sherrill, Chyanne Chen and Danny Sauter are also backing the plan, which the board will vote on in July. If passed, the ballot measures for the tax and fund would go before voters in November.\u003c/p>\n\u003cp>[ad floatright]\u003c/p>\n",
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"excerpt": "The Affordable Groceries Act would also incentivize grocery stores and pharmacies to fill empty lots and create a fund for subsidized grocery initiatives.",
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"title": "To Fund Affordable Food, San Francisco Looks to Tax Vacant Grocery Stores, Pharmacies | KQED",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003cp>\u003ca href=\"https://www.kqed.org/news/tag/san-francisco-supervisors\">San Francisco supervisors\u003c/a> are proposing a plan to limit vacant pharmacies and grocery stores around the city while boosting access to affordable, healthy food.\u003c/p>\n\u003cp>The Affordable Groceries Act comes as many San Franciscans struggle to afford food and prescriptions, and after dozens of retail pharmacy stores like Walgreens and grocery chains like Safeway have closed stores in the city.\u003c/p>\n\u003cp>Nearly a third of San Franciscans living below the poverty line are food insecure, according to a \u003ca href=\"https://media.api.sf.gov/documents/2026_FSTF_Recommendations_Official_NSl25y8.pdf\">2024 report\u003c/a> by the city’s Food Security Task Force, and nearly 110,000 residents utilize CalFresh, a food benefits program that the Trump administration has made qualifying for more difficult.\u003c/p>\n\u003cp>\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003c/p>\n\u003cp>Some retail pharmacy chains and grocery stores that have closed in recent years still hold their leases, making it difficult for new businesses to fill the empty storefronts.\u003c/p>\n\u003cp>The measures, which could appear on the November ballot as two separate initiatives, would essentially create a vacancy tax on those empty storefronts to disincentivize large retailers from leaving behind what Supervisor Bilal Mahmood calls “zombie stores.”\u003c/p>\n\u003cp>“They hold the lease but won’t let anyone take it over, and they’re intentionally keeping it vacant to block competition,” said Mahmood, who represents the Tenderloin neighborhood, which has a dearth of grocery store options, and introduced the package of ordinances. “People have to drive across the city just to fill their prescriptions and seniors and families can’t walk to their neighborhood grocery store to get fresh produce.”\u003c/p>\n\u003cfigure id=\"attachment_12087847\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12087847\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260616-SFAffordableGroceries-08-BL-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260616-SFAffordableGroceries-08-BL-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260616-SFAffordableGroceries-08-BL-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260616-SFAffordableGroceries-08-BL-KQED-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Dalda’s Community Market in San Francisco’s Tenderloin neighborhood on June 16, 2026, offers fresh produce and other healthy food options in a neighborhood with limited grocery access. \u003ccite>(Beth LaBerge/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>The vacancy tax would apply only to stores already operating in San Francisco, in an effort to keep existing stores open and not discourage new ones.\u003c/p>\n\u003cp>In addition to taxing large retail chains that leave their storefronts empty, the plan’s “abandoned pharmacy and grocery stimulus” would also create incentives through tax credits and streamlined permitting for grocery stores and pharmacies to move into empty properties.\u003c/p>\n\u003cp>Taxes collected on the vacant storefronts could go toward a new affordable grocery fund, which would also accept private donations if both measures pass. The fund would be intended for a variety of different affordability programs focused on healthy food.\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>One idea, inspired by a different program under New York Mayor Zohran Mamdani, is to use the funds to help the city buy vacant buildings and lease them to affordable grocers at below-market rents.\u003c/p>\n\u003cp>Another would be to revamp an earlier model that San Francisco utilized to help liquor stores convert into fresh grocery stores, called Healthy Retail SF, spearheaded by former supervisors Eric Mar, Jane Kim and Malia Cohen.\u003c/p>\n\u003cp>The program ran from 2017 to 2021, and exceeded its goals by recruiting and maintaining 12 stores that agreed to make the switch and carry healthier products, according to a \u003ca href=\"https://sanfranciscotobaccofreeproject.org/wp-content/uploads/HRSF-FER-17-21.pdf\">2021 analysis report\u003c/a>.\u003c/p>\n\u003cp>That program was successful for Tenderloin business owners like Satwinder Multani. He previously ran a liquor store in the neighborhood, but now oversees Dalda’s Community Market, a fully stocked grocery store just around the corner from his previous location.\u003c/p>\n\u003cp>It took a few years to complete the transition, but he said it’s been worth the hassle. The business is doing well, and he can tell his store is filling a real need in the neighborhood for fresh produce.\u003c/p>\n\u003cp>“Our sales went up ever since we moved here. It took us a while, but now I think we are doing much better than when we had the smaller version. I see more families shopping here, and if people see something we are missing, they let us know.”\u003c/p>\n\u003cfigure id=\"attachment_12087848\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12087848\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260616-SFAffordableGroceries-12-BL-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260616-SFAffordableGroceries-12-BL-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260616-SFAffordableGroceries-12-BL-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260616-SFAffordableGroceries-12-BL-KQED-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Neighborhood resident Anthony Partlow and his dog Anubis stand outside of Dalda’s Community Market in San Francisco’s Tenderloin neighborhood on June 16, 2026. The market offers fresh produce and other healthy food options in a neighborhood with limited grocery access. \u003ccite>(Beth LaBerge/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>Anthony Partlow lives just up the block from Dalda’s. Once a month, he’ll travel by e-bike about 45 minutes to pick up certain meats and nonperishables from large grocery chains. But he goes to Dalda’s almost every day for fresh foods like lettuce and other basic items.\u003c/p>\n\u003cp>“It’s actually quite difficult to find fresh groceries in the area, and it’s expensive. This place is the only one I really trust as far as fresh produce goes,” he said, standing outside of Dalda’s. “It’s really hard to eat fresh if the stores aren’t providing fresh produce.”\u003c/p>\n\u003cp>Both he and the store owner said they’d welcome more grocery stores and pharmacies into the neighborhood. But the fund that spurred the kind of corner store transitions like Dalda’s has run dry.\u003c/p>\n\u003cp>“There’s a lot of successful models that we’ve seen, including some success over time, but either they’re underfunded or not supported by the city,” Mahmood said. “It’s time for the city to help accelerate what we’ve seen work well and resurrect the programs that worked well in the past, but we’re not supporting anymore.”\u003c/p>\n\u003cp>Mahmood hopes the measures will help more families access reasonably priced groceries by shrinking local food deserts, neighborhoods that lack access to affordable, nutritious food.\u003c/p>\n\u003cp>The Tenderloin is not the only part of the city experiencing disparities around healthy food options or lacking accessible places to fill a prescription. Empty pharmacy and grocery stores are scattered across neighborhoods like the Mission, Bayview, Fillmore and other areas.\u003c/p>\n\u003cp>In Sunnydale, a nonprofit organization and philanthropists are working to open a privately funded grocery store operated by Bi-Rite, an upscale grocer in San Francisco, that will sell fresh produce and other pantry goods at wholesale prices.\u003c/p>\n\u003cp>Mahmood said his vision is for the city to boost those kinds of efforts while promoting more affordable grocery options.\u003c/p>\n\u003cfigure id=\"attachment_12087849\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12087849\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260616-SFAffordableGroceries-14-BL-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260616-SFAffordableGroceries-14-BL-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260616-SFAffordableGroceries-14-BL-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260616-SFAffordableGroceries-14-BL-KQED-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Dalda’s Community Market in San Francisco’s Tenderloin neighborhood on June 16, 2026, offers fresh produce and other healthy food options in a neighborhood with limited grocery access. \u003ccite>(Beth LaBerge/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>“Imagine if the city was funding a component of that to help it move along at an even more cost-effective rate,” he said.\u003c/p>\n\u003cp>The proposal has drawn early support from food justice groups in the city, such as Food and Agriculture Action Coalition Toward Sovereignty, and Farming Hope, as well as food and service unions like United Food and Commercial Workers and SEIU Local 87.\u003c/p>\n\u003cp>“San Francisco needs to seriously address food as part of its affordability crisis,” Andie Sobrepeña, co-executive director of Farming Hope, a culinary job training and food justice nonprofit, said in a statement. “The Affordable Grocery Act is a step forward to provide a solution to transform access to food in San Francisco.”\u003c/p>\n\u003cp>Co-sponsoring Supervisors Myrna Melgar, Stephen Sherrill, Chyanne Chen and Danny Sauter are also backing the plan, which the board will vote on in July. If passed, the ballot measures for the tax and fund would go before voters in November.\u003c/p>\n\u003cp>\u003c/p>\u003c/div>",
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"slug": "san-francisco-has-been-trying-to-leave-pge-for-100-years-will-this-time-be-different",
"title": "San Francisco Weighs PG&E Takeover Amid Soaring Utility Costs",
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"headTitle": "San Francisco Weighs PG&E Takeover Amid Soaring Utility Costs | KQED",
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"content": "\u003cp>Joe Dabit’s cozy, mural-covered restaurant, Pizza Joint, sits next to George Washington High School in \u003ca href=\"https://www.kqed.org/news/tag/san-francisco\">San Francisco’s\u003c/a> Outer Richmond neighborhood. Every afternoon, students line up to buy lunch at the counter and take home half-price slices at the end of the day. He credits them with keeping the business afloat — a task that’s gotten harder thanks, in part, to\u003ca href=\"https://www.kqed.org/news/12082876/pge-bills-are-going-up-heres-why\"> rising electricity costs. \u003c/a>\u003c/p>\n\u003cp>“Energy prices are crazy. Two or three years ago, I used to pay $1,000 to $1,100, $1,200 max,” Dabit, 62, said. “My last bill was $2,800.” His utility bills now cost almost as much as rent for his 900-square-foot restaurant\u003c/p>\n\u003cp>Dabit’s energy problems reached a new level in December when a PG&E \u003ca href=\"https://www.kqed.org/news/12083011/humidity-at-pge-substation-likely-cause-of-massive-december-san-francisco-blackout\">substation\u003c/a> fire caused a three-day power outage for the neighborhood. In addition to losing business, Dabit lost $10,000 to $15,000 worth of ingredients.\u003c/p>\n\u003cp>[ad fullwidth]\u003c/p>\n\u003cp>The utility company initially offered him just $2,500, he said — which barely covered his typical electricity bill, let alone all the product and business that he lost. After more than three months of back and forth, he said he finally got PG&E to agree to something he found reasonable, but only after threatening to hire a lawyer.\u003c/p>\n\u003cp>Between December’s series of \u003ca href=\"https://www.kqed.org/news/12073229/san-francisco-supervisors-probe-pge-after-widespread-winter-power-outages\">power\u003c/a> outages and \u003ca href=\"https://www.kqed.org/nhttps:/www.kqed.org/news/12033386/pge-electricity-rates-have-jumped-nearly-70-since-2020ews/12033386/pge-electricity-rates-have-jumped-nearly-70-since-2020\">skyrocketing\u003c/a> electricity bills, Dabit and other San Franciscans are growing increasingly frustrated with the utility company. In February, a group of residents and small businesses \u003ca href=\"https://www.kqed.org/news/12071937/san-francisco-small-businesses-to-sue-pge-over-losses-from-december-power-outages\">filed a class-action lawsuit\u003c/a> against PG&E, alleging the utility failed to remediate major financial losses after major \u003ca href=\"https://www.kqed.org/forum/2010101912529/san-francisco-blackouts-raise-concerns-about-pge-and-robotaxis\">power outages in December\u003c/a>.\u003c/p>\n\u003cp>Their discontent recently led the Board of Supervisors to reaffirm their commitment to cutting ties with PG&E, a process that’s been quietly underway for about five years.\u003c/p>\n\u003cfigure id=\"attachment_12087359\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12087359\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260608-PGEBREAKUPPRICING-01-BL-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260608-PGEBREAKUPPRICING-01-BL-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260608-PGEBREAKUPPRICING-01-BL-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260608-PGEBREAKUPPRICING-01-BL-KQED-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Customers sit at Pizza Joint in San Francisco’s Richmond District on June 8, 2026. \u003ccite>(Beth LaBerge/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>While PG&E has said that a takeover would \u003ca href=\"https://www.pge.com/en/newsroom/currents/future-of-energy/city-and-county-of-san-francisco-proposal-to-take-over-pg-e-elec.html\">increase\u003c/a> San Francisco electricity rates for decades, some advocates believe it might be the only way out. With the ever-increasing cost of living, would a takeover make life easier for Dabit?\u003c/p>\n\u003cp>Though many residents may not be aware of it, the city has been in a protracted battle over whether or not to leave PG&E since the start of the 20th century, said Josh Lappen, a researcher at the University of Notre Dame who studies utilities and energy. The last significant attempt took place in the early 2000s and \u003ca href=\"https://www.sfgate.com/politics/article/In-S-F-voters-defeat-Prop-H-for-city-utility-3186957.php\">failed\u003c/a> as a ballot measure over concerns about government spending, questions about San Francisco’s ability to run a utility and significant campaigning from PG&E.\u003c/p>\n\u003cp>While similar ballot measures have been \u003ca href=\"https://www.spur.org/publications/voter-guide/2008-11-01/proposition-h-municipalizing-electric-service\">voted\u003c/a> down for decades, the city may no longer have to go through voter approval. Since residents passed \u003ca href=\"https://ballotpedia.org/San_Francisco,_California,_Proposition_A,_Revenue_Bonds_for_Power_Facilities_Excluding_Fossil_Fuels_and_Nuclear_Energy_Charter_Amendment_(June_2018)\">Proposition A\u003c/a> in 2018, the San Francisco Public Utilities Commission can now issue revenue bonds to buy clean power facilities with approval by two-thirds of the Board of Supervisors. This means that, if San Francisco and PG&E agree on a price, the city could potentially buy PG&E’s wire, poles and other physical infrastructure without putting anything on the ballot, according to John Coté, a spokesperson for San Francisco Power and Water.[aside postID=news_12074281 hero='https://cdn.kqed.org/wp-content/uploads/sites/10/2026/01/260123-SIGNATUREKICKOFF00063_TV-KQED.jpg']The city’s latest attempt to buy the utility officially \u003ca href=\"https://docs.cpuc.ca.gov/PublishedDocs/Efile/G000/M394/K796/394796977.PDF\">started\u003c/a> in 2019 when it offered $2.5 billion for PG&E’s infrastructure. The company rejected the offer outright, saying the offer was too low, but in 2021, the city asked the California Public Utilities Commission to set a fair price. After years of delays, the CPUC directed San Francisco to submit its valuation and for PG&E to file its response by Oct. 20, 2026.\u003c/p>\n\u003cp>In April, San Francisco submitted a valuation of $3.4 billion to acquire the land, infrastructure and equipment needed for a takeover. PG&E, which has repeatedly said its infrastructure is not for sale, said in a statement around the same time that San Francisco “greatly undervalues” the utility’s property, and doesn’t account for separation costs or costs of state-mandated programs that would be offloaded onto remaining customers.\u003c/p>\n\u003cp>If San Francisco ever gets to the end of this process, Jim Lazar, an economist with a five-decade career in utility regulation and an advocate for public power, estimated that rates could go down by 15%-20% in the 10 years following purchase. Lazar said that prices would go down primarily because investor-owned utilities come with some baked-in costs that make them more expensive to run than consumer-owned utilities.\u003c/p>\n\u003cp>For example, being a public, nonprofit company allows consumer-owned utilities to both borrow money for construction projects at a cheaper rate and to pay less in taxes.\u003c/p>\n\u003cp>Consumer-owned utilities also tend to pay their executives less than investor-owned utilities, and that’s certainly the case for PG&E. The CEO of the Sacramento Municipal Utility District, a consumer-owned utility, is set to earn \u003ca href=\"https://www.smud.org/-/media/Documents/Corporate/Careers-at-SMUD/Salary-Schedule.ashx\">$1.4 million\u003c/a> in 2026. While that’s a lot, PG&E’s CEO made\u003ca href=\"https://www.sec.gov/Archives/edgar/data/1004980/000100498026000020/pcg-20260409.htm#i76f77ef7e29d43c3add9edcb2e098a62_55\"> $19.8 million\u003c/a> in 2025 alone. The skilled workers that maintain the grid, however, earn about the same regardless of ownership — about \u003ca href=\"https://www.smud.org/-/media/Documents/Corporate/Careers-at-SMUD/Salary-Schedule.ashx\">$79\u003c/a> per hour at SMUD and about \u003ca href=\"https://jobs.pge.com/lineworker\">$77\u003c/a> at PG&E.\u003c/p>\n\u003cfigure id=\"attachment_12087362\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12087362\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260611-PGEBREAKUPPRICING-04-BL-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260611-PGEBREAKUPPRICING-04-BL-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260611-PGEBREAKUPPRICING-04-BL-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260611-PGEBREAKUPPRICING-04-BL-KQED-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">A PG&E substation on Mission and 8th Streets in San Francisco on June 11, 2026. \u003ccite>(Beth LaBerge/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>As an investor-owned utility, PG&E also pays dividends to shareholders. While PG&E said that those dividends make up less than\u003ca href=\"https://www.kqed.org/science/1999400/bay-area-electricity-bills-are-some-of-the-highest-where-does-your-money-go\"> 1%\u003c/a> of a typical residential bill, the incentive to generate dividends creates one more expense for ratepayers — a never-ending need to increase profits by building more infrastructure. In 2024, they built enough to pay their shareholders \u003ca href=\"https://d18rn0p25nwr6d.cloudfront.net/CIK-0001004980/b7a70191-b3cb-41e7-8f6e-4d5d22abd201.pdf\">$1.45\u003c/a> billion.\u003c/p>\n\u003cp>While ratepayers may see gains in the long run, Michael Wara, a senior research scholar at Stanford University’s Woods Institute for the Environment, said \u003cspan style=\"font-weight: 400;\">there would be inherent challenges to exiting a grid that is part of “a \u003c/span>\u003cspan style=\"font-weight: 400;\">regional\u003c/span>\u003cspan style=\"font-weight: 400;\"> system.”\u003c/span>\u003c/p>\n\u003cp>And, Wara said, PG&E ratepayers outside of San Francisco, including places like Oakland and Marin, would take on the costs that San Francisco leaves behind.\u003c/p>\n\u003cp>Here’s why: San Francisco ratepayers subsidize grid upgrades across Northern California, particularly in fire-prone areas, and \u003cspan style=\"font-weight: 400;\"> energy programs for low-income residents, according to multiple experts KQED spoke with\u003c/span>. And PG&E \u003ca href=\"https://www.pge.com/assets/pge/docs/outages-and-safety/outage-preparedness-and-support/PGE-2023-RNR-R0.pdf\">increased\u003c/a> its spending on wildfire prevention from $3.84 billion in 2019 to $6.17 billion in 2024. According to Wara, this wildfire spending was the “largest driver of rate increase for PG&E over the last decade,” and the majority of these investments happened outside of the city — where wildfires actually get started.\u003c/p>\n\u003cfigure id=\"attachment_12087363\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12087363\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260611-PGEBREAKUPPRICING-07-BL-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260611-PGEBREAKUPPRICING-07-BL-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260611-PGEBREAKUPPRICING-07-BL-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260611-PGEBREAKUPPRICING-07-BL-KQED-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">A PG&E substation on Mission and 8th Streets in San Francisco on June 11, 2026. \u003ccite>(Beth LaBerge/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>The investments still benefit San Franciscans by protecting them from the impacts of these natural disasters and making sure their energy gets to them safely. \u003cspan style=\"font-weight: 400;\">The SFPUC also noted that the agency will continue to pay PG&E for their \u003ca href=\"https://publicpowersf.org/faq\">transmission\u003c/a> — the wires that get electricity to the city — and will therefore continue to pay into wildfire prevention costs. Coté also shared that the CPUC \u003c/span>\u003cspan style=\"font-weight: 400;\">will ultimately be responsible for making sure that PG&E’s remaining ratepayers are not harmed by San Francisco leaving the utility. \u003c/span>\u003c/p>\n\u003cp>“I know people that really think this is a great idea, but they tend to think about it solely from the perspective of San Francisco and the residents of San Francisco,” Wara said, referring to a takeover. “At the end of the day, the city is a regional entity that relies on energy that comes from oil refineries, electric dams and ports across the state.”\u003c/p>\n\u003cp>Wara said that because “electric power is this essential good that’s provided over a very large system,” more radical change — like turning all of PG&E into a public utility — would be better than cities leaving individually.\u003c/p>\n\u003cp>Jessica Tovar, a climate and environmental justice advocate in San Francisco, generally agreed with this take.\u003c/p>\n\u003cp>“I really would like to see a municipalization push that’s not solely big cities like San Francisco,” she said, “but other communities as well, because there is a lot of benefit to having control of the whole system.”\u003c/p>\n\u003cfigure id=\"attachment_12087361\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12087361\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260608-PGEBREAKUPPRICING-09-BL-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260608-PGEBREAKUPPRICING-09-BL-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260608-PGEBREAKUPPRICING-09-BL-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260608-PGEBREAKUPPRICING-09-BL-KQED-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">International currency and graduation photos from customers hang behind the counter at Pizza Joint in San Francisco’s Richmond District on June 8, 2026. \u003ccite>(Beth LaBerge/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>While experts and advocates agree that PG&E’s current structure does not always protect consumers, “there’s a lot less consensus among the voters on what to do than there is on the fact that something needs to be done,” Lappen said.\u003c/p>\n\u003cp>“These utilities really prop up daily life and any sort of change that risks increasing costs for any portion of the electorate would be really immediately and severely felt,” Lappen said.\u003c/p>\n\u003cp>Dabit, the Pizza Joint owner, said that while he had “heard about the government taking over PG&E, I don’t know if it’s going to be any better.”\u003c/p>\n\u003cp>“We just need PG&E, and whoever is providing electricity and gas to all these restaurants all over the city, to just be fair,” he said. “Just be fair, you know? We’re struggling. We really are.”\u003c/p>\n\u003cp>\u003cem>This story has been updated to reflect that San Francisco will remain a transmission customer of PG&E if the city achieves public power. \u003c/em>\u003c/p>\n\u003cp>[ad floatright]\u003c/p>\n",
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"excerpt": "Concerns over affordability and public safety have reignited San Francisco’s fight for public power. While PG&E has argued that a takeover would increase local electricity rates for decades, some advocates believe it might be the only way out.",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003cp>Joe Dabit’s cozy, mural-covered restaurant, Pizza Joint, sits next to George Washington High School in \u003ca href=\"https://www.kqed.org/news/tag/san-francisco\">San Francisco’s\u003c/a> Outer Richmond neighborhood. Every afternoon, students line up to buy lunch at the counter and take home half-price slices at the end of the day. He credits them with keeping the business afloat — a task that’s gotten harder thanks, in part, to\u003ca href=\"https://www.kqed.org/news/12082876/pge-bills-are-going-up-heres-why\"> rising electricity costs. \u003c/a>\u003c/p>\n\u003cp>“Energy prices are crazy. Two or three years ago, I used to pay $1,000 to $1,100, $1,200 max,” Dabit, 62, said. “My last bill was $2,800.” His utility bills now cost almost as much as rent for his 900-square-foot restaurant\u003c/p>\n\u003cp>Dabit’s energy problems reached a new level in December when a PG&E \u003ca href=\"https://www.kqed.org/news/12083011/humidity-at-pge-substation-likely-cause-of-massive-december-san-francisco-blackout\">substation\u003c/a> fire caused a three-day power outage for the neighborhood. In addition to losing business, Dabit lost $10,000 to $15,000 worth of ingredients.\u003c/p>\n\u003cp>\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003c/p>\n\u003cp>The utility company initially offered him just $2,500, he said — which barely covered his typical electricity bill, let alone all the product and business that he lost. After more than three months of back and forth, he said he finally got PG&E to agree to something he found reasonable, but only after threatening to hire a lawyer.\u003c/p>\n\u003cp>Between December’s series of \u003ca href=\"https://www.kqed.org/news/12073229/san-francisco-supervisors-probe-pge-after-widespread-winter-power-outages\">power\u003c/a> outages and \u003ca href=\"https://www.kqed.org/nhttps:/www.kqed.org/news/12033386/pge-electricity-rates-have-jumped-nearly-70-since-2020ews/12033386/pge-electricity-rates-have-jumped-nearly-70-since-2020\">skyrocketing\u003c/a> electricity bills, Dabit and other San Franciscans are growing increasingly frustrated with the utility company. In February, a group of residents and small businesses \u003ca href=\"https://www.kqed.org/news/12071937/san-francisco-small-businesses-to-sue-pge-over-losses-from-december-power-outages\">filed a class-action lawsuit\u003c/a> against PG&E, alleging the utility failed to remediate major financial losses after major \u003ca href=\"https://www.kqed.org/forum/2010101912529/san-francisco-blackouts-raise-concerns-about-pge-and-robotaxis\">power outages in December\u003c/a>.\u003c/p>\n\u003cp>Their discontent recently led the Board of Supervisors to reaffirm their commitment to cutting ties with PG&E, a process that’s been quietly underway for about five years.\u003c/p>\n\u003cfigure id=\"attachment_12087359\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12087359\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260608-PGEBREAKUPPRICING-01-BL-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260608-PGEBREAKUPPRICING-01-BL-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260608-PGEBREAKUPPRICING-01-BL-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260608-PGEBREAKUPPRICING-01-BL-KQED-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Customers sit at Pizza Joint in San Francisco’s Richmond District on June 8, 2026. \u003ccite>(Beth LaBerge/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>While PG&E has said that a takeover would \u003ca href=\"https://www.pge.com/en/newsroom/currents/future-of-energy/city-and-county-of-san-francisco-proposal-to-take-over-pg-e-elec.html\">increase\u003c/a> San Francisco electricity rates for decades, some advocates believe it might be the only way out. With the ever-increasing cost of living, would a takeover make life easier for Dabit?\u003c/p>\n\u003cp>Though many residents may not be aware of it, the city has been in a protracted battle over whether or not to leave PG&E since the start of the 20th century, said Josh Lappen, a researcher at the University of Notre Dame who studies utilities and energy. The last significant attempt took place in the early 2000s and \u003ca href=\"https://www.sfgate.com/politics/article/In-S-F-voters-defeat-Prop-H-for-city-utility-3186957.php\">failed\u003c/a> as a ballot measure over concerns about government spending, questions about San Francisco’s ability to run a utility and significant campaigning from PG&E.\u003c/p>\n\u003cp>While similar ballot measures have been \u003ca href=\"https://www.spur.org/publications/voter-guide/2008-11-01/proposition-h-municipalizing-electric-service\">voted\u003c/a> down for decades, the city may no longer have to go through voter approval. Since residents passed \u003ca href=\"https://ballotpedia.org/San_Francisco,_California,_Proposition_A,_Revenue_Bonds_for_Power_Facilities_Excluding_Fossil_Fuels_and_Nuclear_Energy_Charter_Amendment_(June_2018)\">Proposition A\u003c/a> in 2018, the San Francisco Public Utilities Commission can now issue revenue bonds to buy clean power facilities with approval by two-thirds of the Board of Supervisors. This means that, if San Francisco and PG&E agree on a price, the city could potentially buy PG&E’s wire, poles and other physical infrastructure without putting anything on the ballot, according to John Coté, a spokesperson for San Francisco Power and Water.\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>The city’s latest attempt to buy the utility officially \u003ca href=\"https://docs.cpuc.ca.gov/PublishedDocs/Efile/G000/M394/K796/394796977.PDF\">started\u003c/a> in 2019 when it offered $2.5 billion for PG&E’s infrastructure. The company rejected the offer outright, saying the offer was too low, but in 2021, the city asked the California Public Utilities Commission to set a fair price. After years of delays, the CPUC directed San Francisco to submit its valuation and for PG&E to file its response by Oct. 20, 2026.\u003c/p>\n\u003cp>In April, San Francisco submitted a valuation of $3.4 billion to acquire the land, infrastructure and equipment needed for a takeover. PG&E, which has repeatedly said its infrastructure is not for sale, said in a statement around the same time that San Francisco “greatly undervalues” the utility’s property, and doesn’t account for separation costs or costs of state-mandated programs that would be offloaded onto remaining customers.\u003c/p>\n\u003cp>If San Francisco ever gets to the end of this process, Jim Lazar, an economist with a five-decade career in utility regulation and an advocate for public power, estimated that rates could go down by 15%-20% in the 10 years following purchase. Lazar said that prices would go down primarily because investor-owned utilities come with some baked-in costs that make them more expensive to run than consumer-owned utilities.\u003c/p>\n\u003cp>For example, being a public, nonprofit company allows consumer-owned utilities to both borrow money for construction projects at a cheaper rate and to pay less in taxes.\u003c/p>\n\u003cp>Consumer-owned utilities also tend to pay their executives less than investor-owned utilities, and that’s certainly the case for PG&E. The CEO of the Sacramento Municipal Utility District, a consumer-owned utility, is set to earn \u003ca href=\"https://www.smud.org/-/media/Documents/Corporate/Careers-at-SMUD/Salary-Schedule.ashx\">$1.4 million\u003c/a> in 2026. While that’s a lot, PG&E’s CEO made\u003ca href=\"https://www.sec.gov/Archives/edgar/data/1004980/000100498026000020/pcg-20260409.htm#i76f77ef7e29d43c3add9edcb2e098a62_55\"> $19.8 million\u003c/a> in 2025 alone. The skilled workers that maintain the grid, however, earn about the same regardless of ownership — about \u003ca href=\"https://www.smud.org/-/media/Documents/Corporate/Careers-at-SMUD/Salary-Schedule.ashx\">$79\u003c/a> per hour at SMUD and about \u003ca href=\"https://jobs.pge.com/lineworker\">$77\u003c/a> at PG&E.\u003c/p>\n\u003cfigure id=\"attachment_12087362\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12087362\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260611-PGEBREAKUPPRICING-04-BL-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260611-PGEBREAKUPPRICING-04-BL-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260611-PGEBREAKUPPRICING-04-BL-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260611-PGEBREAKUPPRICING-04-BL-KQED-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">A PG&E substation on Mission and 8th Streets in San Francisco on June 11, 2026. \u003ccite>(Beth LaBerge/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>As an investor-owned utility, PG&E also pays dividends to shareholders. While PG&E said that those dividends make up less than\u003ca href=\"https://www.kqed.org/science/1999400/bay-area-electricity-bills-are-some-of-the-highest-where-does-your-money-go\"> 1%\u003c/a> of a typical residential bill, the incentive to generate dividends creates one more expense for ratepayers — a never-ending need to increase profits by building more infrastructure. In 2024, they built enough to pay their shareholders \u003ca href=\"https://d18rn0p25nwr6d.cloudfront.net/CIK-0001004980/b7a70191-b3cb-41e7-8f6e-4d5d22abd201.pdf\">$1.45\u003c/a> billion.\u003c/p>\n\u003cp>While ratepayers may see gains in the long run, Michael Wara, a senior research scholar at Stanford University’s Woods Institute for the Environment, said \u003cspan style=\"font-weight: 400;\">there would be inherent challenges to exiting a grid that is part of “a \u003c/span>\u003cspan style=\"font-weight: 400;\">regional\u003c/span>\u003cspan style=\"font-weight: 400;\"> system.”\u003c/span>\u003c/p>\n\u003cp>And, Wara said, PG&E ratepayers outside of San Francisco, including places like Oakland and Marin, would take on the costs that San Francisco leaves behind.\u003c/p>\n\u003cp>Here’s why: San Francisco ratepayers subsidize grid upgrades across Northern California, particularly in fire-prone areas, and \u003cspan style=\"font-weight: 400;\"> energy programs for low-income residents, according to multiple experts KQED spoke with\u003c/span>. And PG&E \u003ca href=\"https://www.pge.com/assets/pge/docs/outages-and-safety/outage-preparedness-and-support/PGE-2023-RNR-R0.pdf\">increased\u003c/a> its spending on wildfire prevention from $3.84 billion in 2019 to $6.17 billion in 2024. According to Wara, this wildfire spending was the “largest driver of rate increase for PG&E over the last decade,” and the majority of these investments happened outside of the city — where wildfires actually get started.\u003c/p>\n\u003cfigure id=\"attachment_12087363\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12087363\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260611-PGEBREAKUPPRICING-07-BL-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260611-PGEBREAKUPPRICING-07-BL-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260611-PGEBREAKUPPRICING-07-BL-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260611-PGEBREAKUPPRICING-07-BL-KQED-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">A PG&E substation on Mission and 8th Streets in San Francisco on June 11, 2026. \u003ccite>(Beth LaBerge/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>The investments still benefit San Franciscans by protecting them from the impacts of these natural disasters and making sure their energy gets to them safely. \u003cspan style=\"font-weight: 400;\">The SFPUC also noted that the agency will continue to pay PG&E for their \u003ca href=\"https://publicpowersf.org/faq\">transmission\u003c/a> — the wires that get electricity to the city — and will therefore continue to pay into wildfire prevention costs. Coté also shared that the CPUC \u003c/span>\u003cspan style=\"font-weight: 400;\">will ultimately be responsible for making sure that PG&E’s remaining ratepayers are not harmed by San Francisco leaving the utility. \u003c/span>\u003c/p>\n\u003cp>“I know people that really think this is a great idea, but they tend to think about it solely from the perspective of San Francisco and the residents of San Francisco,” Wara said, referring to a takeover. “At the end of the day, the city is a regional entity that relies on energy that comes from oil refineries, electric dams and ports across the state.”\u003c/p>\n\u003cp>Wara said that because “electric power is this essential good that’s provided over a very large system,” more radical change — like turning all of PG&E into a public utility — would be better than cities leaving individually.\u003c/p>\n\u003cp>Jessica Tovar, a climate and environmental justice advocate in San Francisco, generally agreed with this take.\u003c/p>\n\u003cp>“I really would like to see a municipalization push that’s not solely big cities like San Francisco,” she said, “but other communities as well, because there is a lot of benefit to having control of the whole system.”\u003c/p>\n\u003cfigure id=\"attachment_12087361\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12087361\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260608-PGEBREAKUPPRICING-09-BL-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260608-PGEBREAKUPPRICING-09-BL-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260608-PGEBREAKUPPRICING-09-BL-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/06/260608-PGEBREAKUPPRICING-09-BL-KQED-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">International currency and graduation photos from customers hang behind the counter at Pizza Joint in San Francisco’s Richmond District on June 8, 2026. \u003ccite>(Beth LaBerge/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>While experts and advocates agree that PG&E’s current structure does not always protect consumers, “there’s a lot less consensus among the voters on what to do than there is on the fact that something needs to be done,” Lappen said.\u003c/p>\n\u003cp>“These utilities really prop up daily life and any sort of change that risks increasing costs for any portion of the electorate would be really immediately and severely felt,” Lappen said.\u003c/p>\n\u003cp>Dabit, the Pizza Joint owner, said that while he had “heard about the government taking over PG&E, I don’t know if it’s going to be any better.”\u003c/p>\n\u003cp>“We just need PG&E, and whoever is providing electricity and gas to all these restaurants all over the city, to just be fair,” he said. “Just be fair, you know? We’re struggling. We really are.”\u003c/p>\n\u003cp>\u003cem>This story has been updated to reflect that San Francisco will remain a transmission customer of PG&E if the city achieves public power. \u003c/em>\u003c/p>\n\u003cp>\u003c/p>\u003c/div>",
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"slug": "how-1-oakland-woman-is-building-community-in-an-increasingly-unaffordable-bay-area",
"title": "How 1 Oakland Woman Is Building Community in an Increasingly Unaffordable Bay Area",
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"headTitle": "How 1 Oakland Woman Is Building Community in an Increasingly Unaffordable Bay Area | KQED",
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"content": "\u003cp>\u003cem>This story is part of \u003c/em>\u003ca href=\"https://www.kqed.org/affordability\">\u003cem>How We Get By\u003c/em>\u003c/a>\u003cem>, a KQED series exploring how people are coping with rising costs in the Bay Area and California. Find the \u003c/em>\u003ca href=\"https://www.kqed.org/affordability\">\u003cem>full series here\u003c/em>\u003c/a>\u003cem>.\u003c/em>\u003c/p>\n\u003cp>When KQED launched \u003ca href=\"https://www.kqed.org/affordability\">How We Get By\u003c/a>, its affordability project, I immediately thought of my friend and neighbor Nancy Morton.\u003c/p>\n\u003cp>We see the faces of the affordability crisis everywhere in the Bay Area.\u003c/p>\n\u003cp>They are the parents \u003ca href=\"https://www.kqed.org/news/12081761/in-the-bay-area-raising-kids-comes-with-compromise\">squeezing bunk beds into cramped bedrooms\u003c/a>. They are the workers \u003ca href=\"https://www.kqed.org/news/12081761/in-the-bay-area-raising-kids-comes-with-compromise\">staring at retirement accounts\u003c/a> that seem increasingly fragile. They are the drivers watching gas prices spin higher, turning the simple act of getting to work into \u003ca href=\"https://www.kqed.org/news/12081471/driving-in-the-bay-area-is-essential-for-many-its-only-gotten-more-expensive\">another monthly calculation\u003c/a>.\u003c/p>\n\u003cp>They are also the 91-year-old woman who opens her mail to discover her \u003ca href=\"https://www.kqed.org/news/12079706/theyre-bleeding-us-dry-seniors-struggle-with-rent-hikes-evictions-in-california-mobile-home-parks\">mobile home has become unaffordable\u003c/a>, and the young worker \u003ca href=\"https://www.kqed.org/news/12080289/700-a-month-sleeping-pods-make-sf-more-affordable-but-at-what-cost\">sleeping behind a privacy curtain\u003c/a> in a room full of strangers because $700 for a pod is the price of staying in San Francisco. In a region where everyday expenses seem to rise without end, immigrant-owned taquerias, bánh mì shops and noodle counters remain places \u003ca href=\"https://www.kqed.org/arts/13989331/best-cheap-affordable-restaurant-meals-bay-area-oakland-sf\">where a few dollars can still buy comfort\u003c/a>, community and a full stomach.\u003c/p>\n\u003cp>[ad fullwidth]\u003c/p>\n\u003cp>Taken together, these stories reveal a region where many people are no longer trying to get ahead — they are trying to stay put.\u003c/p>\n\u003cp>Outside of the Rockridge branch of the Oakland Public Library, an unhoused man named William usually sits in the shade. Everything he owns travels with him. A wheelchair serves as a storage unit. Several carry-on suitcases are strapped to it. A bulging white trash bag rises above the luggage like a sail. The carefully balanced collection resembles a small movable room — the visible evidence of a life deciding what can be carried and what must be left behind.\u003c/p>\n\u003cp>On a recent afternoon, Morton stopped to talk with William. She asked how he was doing. She offered to wash his laundry. I wave at William just about every day on my way home from BART. Most people walk past him.\u003c/p>\n\u003cfigure id=\"attachment_12084091\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12084091\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260514-AFFORDABILITYNANCYMORTON-17-BL-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260514-AFFORDABILITYNANCYMORTON-17-BL-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260514-AFFORDABILITYNANCYMORTON-17-BL-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260514-AFFORDABILITYNANCYMORTON-17-BL-KQED-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Nancy Morton speaks with her unhoused neighbor, William, while walking through her neighborhood in Oakland on May 14, 2026. \u003ccite>(Beth LaBerge/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>The Bay Area’s affordability crisis is usually measured in dollars — home prices, rents, grocery bills and retirement accounts. But affordability shapes more than bank balances. It influences who stays, who leaves and how much people are willing to invest in one another. Morton has responded to those pressures by opening her home to friends, unhoused people and refugees, hosting dinners and pressing city leaders on housing and public safety. In a region where rising costs increasingly isolate people from one another, Morton has chosen a different response: She has doubled down on community.\u003c/p>\n\u003cp>I first met Morton when she invited me to dinner in 2016, back when I was a \u003cem>San Francisco Chronicle\u003c/em> columnist. Our typical conversation is about politics, life and books. I still can’t believe we disagreed about \u003cem>The Vanishing Half\u003c/em>, Brit Bennett’s novel about colorism, identity and the choices people make to survive. Like most conversations with Morton, the disagreement remained friendly.\u003c/p>\n\u003cp>She is a Rockridge fixture, always up for coffee at Im Moment Kaffee or Hudson Bay Cafe, where she occasionally meets dates. She participates in events at the Local Economy community space on College Avenue and rarely misses an opportunity to connect with people.[aside postID=news_12084761 hero='https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/IMG_1522.jpg']On a recent evening, pork sizzled on the stove inside Morton’s home while thick string beans softened in a pan nearby. Cheesy potatoes sat beneath foil. Sherbet waited in the freezer.\u003c/p>\n\u003cp>Morton moved through the kitchen in socks, checking the oven while carrying on our conversation. That night, we talked about retirement, housing and what it means to grow older in one of the most expensive places in America. We talked about core strength, too — the kind developed through exercise and persistence.\u003c/p>\n\u003cp>That conversation set the foundation for this story. Because when I think about Morton, I think about someone constantly exercising a different kind of muscle: the willingness to remain engaged in a city where many people feel exhausted, priced out or disconnected.\u003c/p>\n\u003cp>For 35 years, Morton, 78, has lived in the same Rockridge house. Every morning begins with the same command to Alexa.\u003c/p>\n\u003cp>“Play KQED.”\u003c/p>\n\u003cp>Morton is comfortably settled. She owns a home in one of Oakland’s most desirable neighborhoods and spent decades working in financial services and nonprofit finance. She plays bridge and is approaching Life Master status. She sometimes wears silver glitter nail polish because, as she likes to say, “your hands are always in front of people.” She follows local politics closely, attends lectures and performances and still drives the same car she bought in 2008.\u003c/p>\n\u003cp>Years ago, someone hit it on her way to yoga and drove off. Then, a few months ago, a man living in his car with his family offered to pound out the dent in a Home Depot parking lot. Morton later tracked him down and paid for a hotel room for his family.\u003c/p>\n\u003cfigure id=\"attachment_12084088\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12084088\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260514-AFFORDABILITYNANCYMORTON-07-BL-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260514-AFFORDABILITYNANCYMORTON-07-BL-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260514-AFFORDABILITYNANCYMORTON-07-BL-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260514-AFFORDABILITYNANCYMORTON-07-BL-KQED-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Nancy Morton looks at notes left for her by people who have stayed in her home in Oakland on May 14, 2026. \u003ccite>(Beth LaBerge/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>“I’d rather do that than give to charities where I feel like the executives make all the money,” she said.\u003c/p>\n\u003cp>Morton understands that affordability is about more than money. Like many Oakland residents, she is concerned about public safety. She spends time on Nextdoor, where the trending topics often involve crime, missing pets, suspicious activity caught on door cams, spam phone calls and requests for help from neighbors.\u003c/p>\n\u003cp>“The comments make me so angry,” she told me.\u003c/p>\n\u003cp>\u003ca href=\"https://www.kqed.org/news/12078769/oakland-crime-plunges-in-2026-but-many-residents-havent-felt-the-shift\">Crime is down in Oakland\u003c/a>. Violent crime, including homicide and rape, fell 22% during the first quarter compared with the same period in 2025. Homicides alone dropped 39%. The impacts remain uneven.\u003c/p>\n\u003cp>For many residents, concerns about quality of life extend beyond crime to include housing costs, homelessness and the growing sense that the Bay Area is becoming harder to afford and harder to navigate. Those concerns surface frequently in Rockridge.\u003c/p>\n\u003cfigure id=\"attachment_12084094\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12084094\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260514-AFFORDABILITYNANCYMORTON-24-BL-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260514-AFFORDABILITYNANCYMORTON-24-BL-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260514-AFFORDABILITYNANCYMORTON-24-BL-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260514-AFFORDABILITYNANCYMORTON-24-BL-KQED-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Nancy Morton chats with a UC Berkeley student on the bus ride to sign up for a class at the Osher Lifelong Learning Institute in Berkeley on May 14, 2026. \u003ccite>(Beth LaBerge/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>Last year, plans for a 200-unit apartment building drew criticism from residents who argued the seven-story structure would be too tall. Years earlier, neighbors opposed a proposal to redevelop the former California College of the Arts campus with 600 homes, including a 19-story tower.\u003c/p>\n\u003cp>Now another debate looms over College Avenue. The Trader Joe’s that anchors one of Rockridge’s busiest commercial corridors could eventually be replaced by two residential towers containing 400 senior housing units. Supporters see desperately needed housing near transit. Critics worry about scale, traffic and neighborhood character.\u003c/p>\n\u003cp>Morton follows the arguments closely.\u003c/p>\n\u003cp>“I tend to see myself more as a moderator than an activist,” she said. “I want to hear from the people who support these projects, too. Why do they want them? What am I missing?”[aside postID=arts_13989331 hero='https://cdn.kqed.org/wp-content/uploads/sites/2/2026/05/050526BEST-MEALS-UNDER-10_GH_021-KQED.jpg']That instinct to understand people before judging them has shaped much of her life. Morton grew up in Pasadena, where the Tournament of Roses paraded through town every New Year’s Day. As a teenager, she saw the Beatles perform in Glendale and later attended a Rolling Stones concert in Sacramento. Neither memory impresses her very much today.\u003c/p>\n\u003cp>“I’m not that into that kind of music,” she said. “I’m into protest music. I’d much rather go see Joni Mitchell.”\u003c/p>\n\u003cp>After college, she spent five months traveling through Europe before returning home, convinced she could not spend the rest of her life in Pasadena. There were no glamorous opportunities waiting for her. She waited tables at Denny’s. She worked temporary jobs in Oakland. She accepted a position with an airline that folded before training ever began.\u003c/p>\n\u003cp>Eventually, she answered a newspaper ad for a house parent for girls who were wards of the court. Some had survived abuse. Others had been abandoned by their families.\u003c/p>\n\u003cp>“I was 23 years old and suddenly responsible for five girls,” she said.\u003c/p>\n\u003cp>The work overwhelmed Morton, and she left after a year. But the connection endured. One of those girls still keeps in touch decades later.\u003c/p>\n\u003cp>The through line is hard to miss. Morton has spent much of her life finding people who need someplace to land. Years later, that instinct resurfaced when she began opening her home to refugees. One was Messia, a woman from Afghanistan. Thomas, whom Morton met while volunteering at Crossroads Transitional Shelter in East Oakland, now lives in the backyard she-shed.\u003c/p>\n\u003cfigure id=\"attachment_12084087\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12084087\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260514-AFFORDABILITYNANCYMORTON-04-BL-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260514-AFFORDABILITYNANCYMORTON-04-BL-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260514-AFFORDABILITYNANCYMORTON-04-BL-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260514-AFFORDABILITYNANCYMORTON-04-BL-KQED-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Nancy Morton speaks with Thomas Nicholas, who is staying at her home, in Oakland on May 14, 2026. \u003ccite>(Beth LaBerge/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>The arrangements have not always been easy. Helping people rarely is, but Morton continues doing it.\u003c/p>\n\u003cp>One day, she was driving through an alley near the Wendy’s on Broadway when she ran into Michael, an unhoused man she knows from the neighborhood. Morton had $19 in her purse, and she needed $10 later that day to play bridge. She gave Michael $9.\u003c/p>\n\u003cp>“He said, ‘Do you want me to take care of William?’” Morton said. “And I thought, this is why I like this guy, because he’s going to give something to William.”\u003c/p>\n\u003cp>The scene captured something Morton has spent much of her life practicing: people survive because other people decide they matter.\u003c/p>\n\u003cp>The thing people can’t afford to lose is one another.\u003c/p>\n\u003cp>[ad floatright]\u003c/p>\n",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003cp>\u003cem>This story is part of \u003c/em>\u003ca href=\"https://www.kqed.org/affordability\">\u003cem>How We Get By\u003c/em>\u003c/a>\u003cem>, a KQED series exploring how people are coping with rising costs in the Bay Area and California. Find the \u003c/em>\u003ca href=\"https://www.kqed.org/affordability\">\u003cem>full series here\u003c/em>\u003c/a>\u003cem>.\u003c/em>\u003c/p>\n\u003cp>When KQED launched \u003ca href=\"https://www.kqed.org/affordability\">How We Get By\u003c/a>, its affordability project, I immediately thought of my friend and neighbor Nancy Morton.\u003c/p>\n\u003cp>We see the faces of the affordability crisis everywhere in the Bay Area.\u003c/p>\n\u003cp>They are the parents \u003ca href=\"https://www.kqed.org/news/12081761/in-the-bay-area-raising-kids-comes-with-compromise\">squeezing bunk beds into cramped bedrooms\u003c/a>. They are the workers \u003ca href=\"https://www.kqed.org/news/12081761/in-the-bay-area-raising-kids-comes-with-compromise\">staring at retirement accounts\u003c/a> that seem increasingly fragile. They are the drivers watching gas prices spin higher, turning the simple act of getting to work into \u003ca href=\"https://www.kqed.org/news/12081471/driving-in-the-bay-area-is-essential-for-many-its-only-gotten-more-expensive\">another monthly calculation\u003c/a>.\u003c/p>\n\u003cp>They are also the 91-year-old woman who opens her mail to discover her \u003ca href=\"https://www.kqed.org/news/12079706/theyre-bleeding-us-dry-seniors-struggle-with-rent-hikes-evictions-in-california-mobile-home-parks\">mobile home has become unaffordable\u003c/a>, and the young worker \u003ca href=\"https://www.kqed.org/news/12080289/700-a-month-sleeping-pods-make-sf-more-affordable-but-at-what-cost\">sleeping behind a privacy curtain\u003c/a> in a room full of strangers because $700 for a pod is the price of staying in San Francisco. In a region where everyday expenses seem to rise without end, immigrant-owned taquerias, bánh mì shops and noodle counters remain places \u003ca href=\"https://www.kqed.org/arts/13989331/best-cheap-affordable-restaurant-meals-bay-area-oakland-sf\">where a few dollars can still buy comfort\u003c/a>, community and a full stomach.\u003c/p>\n\u003cp>\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003c/p>\n\u003cp>Taken together, these stories reveal a region where many people are no longer trying to get ahead — they are trying to stay put.\u003c/p>\n\u003cp>Outside of the Rockridge branch of the Oakland Public Library, an unhoused man named William usually sits in the shade. Everything he owns travels with him. A wheelchair serves as a storage unit. Several carry-on suitcases are strapped to it. A bulging white trash bag rises above the luggage like a sail. The carefully balanced collection resembles a small movable room — the visible evidence of a life deciding what can be carried and what must be left behind.\u003c/p>\n\u003cp>On a recent afternoon, Morton stopped to talk with William. She asked how he was doing. She offered to wash his laundry. I wave at William just about every day on my way home from BART. Most people walk past him.\u003c/p>\n\u003cfigure id=\"attachment_12084091\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12084091\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260514-AFFORDABILITYNANCYMORTON-17-BL-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260514-AFFORDABILITYNANCYMORTON-17-BL-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260514-AFFORDABILITYNANCYMORTON-17-BL-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260514-AFFORDABILITYNANCYMORTON-17-BL-KQED-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Nancy Morton speaks with her unhoused neighbor, William, while walking through her neighborhood in Oakland on May 14, 2026. \u003ccite>(Beth LaBerge/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>The Bay Area’s affordability crisis is usually measured in dollars — home prices, rents, grocery bills and retirement accounts. But affordability shapes more than bank balances. It influences who stays, who leaves and how much people are willing to invest in one another. Morton has responded to those pressures by opening her home to friends, unhoused people and refugees, hosting dinners and pressing city leaders on housing and public safety. In a region where rising costs increasingly isolate people from one another, Morton has chosen a different response: She has doubled down on community.\u003c/p>\n\u003cp>I first met Morton when she invited me to dinner in 2016, back when I was a \u003cem>San Francisco Chronicle\u003c/em> columnist. Our typical conversation is about politics, life and books. I still can’t believe we disagreed about \u003cem>The Vanishing Half\u003c/em>, Brit Bennett’s novel about colorism, identity and the choices people make to survive. Like most conversations with Morton, the disagreement remained friendly.\u003c/p>\n\u003cp>She is a Rockridge fixture, always up for coffee at Im Moment Kaffee or Hudson Bay Cafe, where she occasionally meets dates. She participates in events at the Local Economy community space on College Avenue and rarely misses an opportunity to connect with people.\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>On a recent evening, pork sizzled on the stove inside Morton’s home while thick string beans softened in a pan nearby. Cheesy potatoes sat beneath foil. Sherbet waited in the freezer.\u003c/p>\n\u003cp>Morton moved through the kitchen in socks, checking the oven while carrying on our conversation. That night, we talked about retirement, housing and what it means to grow older in one of the most expensive places in America. We talked about core strength, too — the kind developed through exercise and persistence.\u003c/p>\n\u003cp>That conversation set the foundation for this story. Because when I think about Morton, I think about someone constantly exercising a different kind of muscle: the willingness to remain engaged in a city where many people feel exhausted, priced out or disconnected.\u003c/p>\n\u003cp>For 35 years, Morton, 78, has lived in the same Rockridge house. Every morning begins with the same command to Alexa.\u003c/p>\n\u003cp>“Play KQED.”\u003c/p>\n\u003cp>Morton is comfortably settled. She owns a home in one of Oakland’s most desirable neighborhoods and spent decades working in financial services and nonprofit finance. She plays bridge and is approaching Life Master status. She sometimes wears silver glitter nail polish because, as she likes to say, “your hands are always in front of people.” She follows local politics closely, attends lectures and performances and still drives the same car she bought in 2008.\u003c/p>\n\u003cp>Years ago, someone hit it on her way to yoga and drove off. Then, a few months ago, a man living in his car with his family offered to pound out the dent in a Home Depot parking lot. Morton later tracked him down and paid for a hotel room for his family.\u003c/p>\n\u003cfigure id=\"attachment_12084088\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12084088\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260514-AFFORDABILITYNANCYMORTON-07-BL-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260514-AFFORDABILITYNANCYMORTON-07-BL-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260514-AFFORDABILITYNANCYMORTON-07-BL-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260514-AFFORDABILITYNANCYMORTON-07-BL-KQED-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Nancy Morton looks at notes left for her by people who have stayed in her home in Oakland on May 14, 2026. \u003ccite>(Beth LaBerge/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>“I’d rather do that than give to charities where I feel like the executives make all the money,” she said.\u003c/p>\n\u003cp>Morton understands that affordability is about more than money. Like many Oakland residents, she is concerned about public safety. She spends time on Nextdoor, where the trending topics often involve crime, missing pets, suspicious activity caught on door cams, spam phone calls and requests for help from neighbors.\u003c/p>\n\u003cp>“The comments make me so angry,” she told me.\u003c/p>\n\u003cp>\u003ca href=\"https://www.kqed.org/news/12078769/oakland-crime-plunges-in-2026-but-many-residents-havent-felt-the-shift\">Crime is down in Oakland\u003c/a>. Violent crime, including homicide and rape, fell 22% during the first quarter compared with the same period in 2025. Homicides alone dropped 39%. The impacts remain uneven.\u003c/p>\n\u003cp>For many residents, concerns about quality of life extend beyond crime to include housing costs, homelessness and the growing sense that the Bay Area is becoming harder to afford and harder to navigate. Those concerns surface frequently in Rockridge.\u003c/p>\n\u003cfigure id=\"attachment_12084094\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12084094\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260514-AFFORDABILITYNANCYMORTON-24-BL-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260514-AFFORDABILITYNANCYMORTON-24-BL-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260514-AFFORDABILITYNANCYMORTON-24-BL-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260514-AFFORDABILITYNANCYMORTON-24-BL-KQED-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Nancy Morton chats with a UC Berkeley student on the bus ride to sign up for a class at the Osher Lifelong Learning Institute in Berkeley on May 14, 2026. \u003ccite>(Beth LaBerge/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>Last year, plans for a 200-unit apartment building drew criticism from residents who argued the seven-story structure would be too tall. Years earlier, neighbors opposed a proposal to redevelop the former California College of the Arts campus with 600 homes, including a 19-story tower.\u003c/p>\n\u003cp>Now another debate looms over College Avenue. The Trader Joe’s that anchors one of Rockridge’s busiest commercial corridors could eventually be replaced by two residential towers containing 400 senior housing units. Supporters see desperately needed housing near transit. Critics worry about scale, traffic and neighborhood character.\u003c/p>\n\u003cp>Morton follows the arguments closely.\u003c/p>\n\u003cp>“I tend to see myself more as a moderator than an activist,” she said. “I want to hear from the people who support these projects, too. Why do they want them? What am I missing?”\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>That instinct to understand people before judging them has shaped much of her life. Morton grew up in Pasadena, where the Tournament of Roses paraded through town every New Year’s Day. As a teenager, she saw the Beatles perform in Glendale and later attended a Rolling Stones concert in Sacramento. Neither memory impresses her very much today.\u003c/p>\n\u003cp>“I’m not that into that kind of music,” she said. “I’m into protest music. I’d much rather go see Joni Mitchell.”\u003c/p>\n\u003cp>After college, she spent five months traveling through Europe before returning home, convinced she could not spend the rest of her life in Pasadena. There were no glamorous opportunities waiting for her. She waited tables at Denny’s. She worked temporary jobs in Oakland. She accepted a position with an airline that folded before training ever began.\u003c/p>\n\u003cp>Eventually, she answered a newspaper ad for a house parent for girls who were wards of the court. Some had survived abuse. Others had been abandoned by their families.\u003c/p>\n\u003cp>“I was 23 years old and suddenly responsible for five girls,” she said.\u003c/p>\n\u003cp>The work overwhelmed Morton, and she left after a year. But the connection endured. One of those girls still keeps in touch decades later.\u003c/p>\n\u003cp>The through line is hard to miss. Morton has spent much of her life finding people who need someplace to land. Years later, that instinct resurfaced when she began opening her home to refugees. One was Messia, a woman from Afghanistan. Thomas, whom Morton met while volunteering at Crossroads Transitional Shelter in East Oakland, now lives in the backyard she-shed.\u003c/p>\n\u003cfigure id=\"attachment_12084087\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-12084087\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260514-AFFORDABILITYNANCYMORTON-04-BL-KQED.jpg\" alt=\"\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260514-AFFORDABILITYNANCYMORTON-04-BL-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260514-AFFORDABILITYNANCYMORTON-04-BL-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2026/05/260514-AFFORDABILITYNANCYMORTON-04-BL-KQED-1536x1024.jpg 1536w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Nancy Morton speaks with Thomas Nicholas, who is staying at her home, in Oakland on May 14, 2026. \u003ccite>(Beth LaBerge/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>The arrangements have not always been easy. Helping people rarely is, but Morton continues doing it.\u003c/p>\n\u003cp>One day, she was driving through an alley near the Wendy’s on Broadway when she ran into Michael, an unhoused man she knows from the neighborhood. Morton had $19 in her purse, and she needed $10 later that day to play bridge. She gave Michael $9.\u003c/p>\n\u003cp>“He said, ‘Do you want me to take care of William?’” Morton said. “And I thought, this is why I like this guy, because he’s going to give something to William.”\u003c/p>\n\u003cp>The scene captured something Morton has spent much of her life practicing: people survive because other people decide they matter.\u003c/p>\n\u003cp>The thing people can’t afford to lose is one another.\u003c/p>\n\u003cp>\u003c/p>\u003c/div>",
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"content": "\u003cp>\u003ca href=\"#episode-transcript\">\u003ci>View the full episode transcript.\u003c/i>\u003c/a>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">When JetBlue replied to an angry customer on X that they should clear their cookies for a better flight price, it seemed to confirm a long-held consumer belief: companies use your personal data to \u003c/span>\u003cspan style=\"font-weight: 400\">determine what you should pay in real-time based on your urgency, habits and identity\u003c/span>\u003cspan style=\"font-weight: 400\">. It’s what’s known as \u003c/span>\u003cspan style=\"font-weight: 400\">surveillance pricing. \u003c/span>\u003cspan style=\"font-weight: 400\">According to economic sociologist Lindsay Owens, \u003c/span>\u003cspan style=\"font-weight: 400\">the practice is rampant. She says companies have been investing for years in sophisticated tools meant to squeeze every last dollar out of consumers — and for the most part, it’s legal. Lindsay joins Morgan to \u003c/span>\u003cspan style=\"font-weight: 400\">talk about how we got here, the U.S. laws designed to fight back against surveillance pricing and what you can personally do to sidestep the practice.\u003c/span>\u003c/p>\n\u003cp>\u003c!-- iframe plugin v.4.3 wordpress.org/plugins/iframe/ -->\u003cbr>\n\u003ciframe loading=\"lazy\" frameborder=\"0\" height=\"200\" scrolling=\"no\" src=\"https://playlist.megaphone.fm?e=KQINC8058124943\" width=\"100%\" class=\"iframe-class\">\u003c/iframe>\u003c/p>\n\u003cp>\u003cstrong>Guest:\u003c/strong>\u003c/p>\n\u003cul>\n\u003cli>\u003ca href=\"https://groundworkcollaborative.org/person/lindsay-owens/\">\u003cspan style=\"font-weight: 400\">Lindsay Owens\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">, executive director of \u003c/span>\u003ca href=\"https://groundworkcollaborative.org/\">\u003cspan style=\"font-weight: 400\">Groundwork Collaborative\u003c/span>\u003c/a>\u003c/li>\n\u003c/ul>\n\u003cp>\u003cb>Further Reading/Listening:\u003c/b>\u003ci>\u003c/i>\u003c/p>\n\u003cul>\n\u003cli>\u003ca href=\"https://www.propublica.org/article/asians-nearly-twice-as-likely-to-get-higher-price-from-princeton-review\">\u003cspan style=\"font-weight: 400\">The Tiger Mom Tax: Asians Are Nearly Twice as Likely to Get a Higher Price from Princeton Review\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> — Julia Angwin, Surya Mattu and Jeff Larson, \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Pro Publica\u003c/span>\u003c/i>\u003c/li>\n\u003cli>\u003ca href=\"https://www.washingtonpost.com/technology/2025/10/18/starbucks-loyalty-program-surveillance-pricing/\">\u003cspan style=\"font-weight: 400\">The hidden way using a rewards card can cost you more\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> — Geoffrey A. Fowler, \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Washington Post\u003c/span>\u003c/i>\u003c/li>\n\u003cli>\u003ca href=\"https://www.ftc.gov/system/files/ftc_gov/pdf/sp6b-issue-spotlight.pdf\">\u003cspan style=\"font-weight: 400\">Issue Spotlight: The Rise of Surveillance Pricing\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> — FTC Staff, \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Federal Trade Commission\u003c/span>\u003c/i>\u003c/li>\n\u003cli>\u003ca href=\"https://calmatters.org/economy/technology/2026/05/why-surveillance-pricing-bans-are-suddenly-gaining-traction-this-year-and-not-just-in-california/\">\u003cspan style=\"font-weight: 400\">Why surveillance pricing bans are suddenly gaining traction this year (and not just in California)\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> — Khari Johnson, \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">CalMatters\u003c/span>\u003c/i>\u003c/li>\n\u003cli>\u003ca href=\"https://www.fastcompany.com/91544120/public-library-hack-book-cheaper-flights-mistrust-airlines\">\u003cspan style=\"font-weight: 400\">Influencers are peddling ‘the library hack’ as a way to score cheaper flights. Whether it works is beside the point\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> — Grace Snelling, \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Fast Company\u003c/span>\u003c/i>\u003c/li>\n\u003c/ul>\n\u003cp>Want to give us feedback on the show? Shoot us an email at \u003ca href=\"mailto:CloseAllTabs@KQED.org\">CloseAllTabs@KQED.org\u003c/a>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Follow us on\u003c/span>\u003ca href=\"https://www.instagram.com/closealltabspod/\"> \u003cspan style=\"font-weight: 400\">Instagram\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> and\u003c/span>\u003ca href=\"https://www.tiktok.com/@closealltabs\"> \u003cspan style=\"font-weight: 400\">TikTok\u003c/span>\u003c/a>\u003c/p>\n\u003cp>[ad fullwidth]\u003c/p>\n\u003ch2 id=\"episode-transcript\">Episode Transcript\u003c/h2>\n\u003cp>\u003ci>\u003cspan style=\"font-weight: 400\">This is a computer-generated transcript. While our team has reviewed it, there may be errors.\u003c/span>\u003c/i>\u003c/p>\n\u003cp>\u003cb>Morgan Sung, Host: \u003c/b>\u003cspan style=\"font-weight: 400\"> Hello, Tabbies. We’ve been workshopping games. What do you think of Tab Hive? Could also go with Tab Closers? Maybe Tabdom, like Tab fandom, but I don’t know, that sounds kind of ominous. Anyway, if you’re a Close All Tabs listener and you like our deep dives, then please rate and review the show on Spotify, Apple Podcasts, or wherever you’re listening to this. It would be a huge help to get the word out. Okay, let’s get to the show.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">So online, there’s this kind of urban legend when it comes to booking flights. Basically, as the myth goes, if you’ve been looking up flights between certain destinations and you’re finally ready to book, you should always clear your cookies or book the flight from an incognito tab so you get a better price. For years, this travel hack was based on anecdotal experience, not actual evidence that airlines were using personal data to determine prices. But we do know that our personal data is kind of up for grabs anyway. We talk about this all the time on the show. It’s not wild to believe that corporations are tracking you and price gouging you based on your specific habits. But if you brought it up on travel forums or comment threads, you might get written off as a tinfoil hat conspiracy theorist. And then in April, JetBlue just tweeted it out.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens, Guest: \u003c/b>\u003cspan style=\"font-weight: 400\">This is just a really incredible story, one of those ‘truth is stranger than fiction’ moments.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">Lindsay Owens is an economic sociologist who runs the affordability think tank Groundwork Collaborative. She keeps a pretty close eye on this kind of thing.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">If you’re feeling it in your wallet, we are studying it.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">So back in April, a customer took to X, the site formerly known as Twitter…\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">To kind of complain, vent, gripe about the fact that his flight had increased by more than $200 overnight, and he was just trying to get to a funeral. And he tweeted sort of, JetBlue, what gives here? Why are you doing this? And incredibly, JetBlue’s corporate Twitter account replied.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">Here’s the real travel hack. If your flight is delayed or canceled or you’re stuck in customer service hotline hell, complain about it on Twitter. There’s a chance that the airline will see it and give you a discount or at worst a snack voucher. At least that’s how they usually respond. But this time JetBlue took a different approach.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">They said ‘try clearing your cash and cookies or booking with an incognito window.’ And then they did say, ‘we’re sorry for your loss. ‘\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">In other words, JetBlue’s official corporate social account told the customer that if he didn’t want to be overcharged, he should just trick the company’s booking software into not identifying him.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">And this was a pretty stunning thing to see on Twitter. JetBlue’s HQ immediately weighed in and said the tweet was mistaken, that they don’t use personal information to set prices.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">A spokesperson for the company told multiple news outlets that the airline fares are determined by supply and demand, not by customer data. JetBlue very quickly deleted the response, but it’s the internet, screenshots live on. This exchange went super viral.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">It was a real confession of sorts, but it was a window into the ways in which pricing is changing right under our feet.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">An airline surreptitiously gleaning personal information to maximize how much money they can make off of each individual customer, it’s not out of the realm of possibility. In fact, Lindsay said that just last year, she listened in on a Delta earnings call and the company told investors about this new strategy they were piloting, a partnership with an Israel-based AI company called Fetcherr, which specialized in personalized pricing. Lindsay went on Fetcherr’s website and found a white paper.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">Phase two was called ‘the exploitation phase’ —really not hiding the ball with this one. That’s when they’ve learned everything they can about Delta’s competitors, about their customers, and when they start going for broke and they start increasing those prices and getting better revenues for Delta. They were guaranteeing increases in revenue of near 10% in some cases. So we’ve had quite a few of these examples with the airlines now revealing some of their plans, experiments, and things that they’re working on.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">Lindsay wasn’t the only one paying attention. Journalists did too. News of the earnings call spread. This set off a PR firestorm for the company with Delta’s competitors saying that they’d never do this to their valued customers, and Delta announcing that they didn’t actually plan to go through with it. But this practice is becoming the norm across industries. We’ve gotten used to dynamic pricing: price fluctuating based on supply and demand, like, how concert tickets get more expensive as seats fill up. What we’re talking about today goes further. Economists call it personalized pricing. This idea that companies charge you based on their assessment of how much you’re willing to pay for a good or service. It’s a practice more commonly known as surveillance pricing.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">They’re doing anything they can to learn about you, including sometimes spying on you, which is why I do think the term surveillance pricing is so apt and accurate. Companies gather a lot of data about us. Some of it we offer up willingly, our browsing history, we accept the cookies, we agree to let them sell our data, and all of that can be used to set a price for you specifically — ideally, if you’re a company, a price that gets pretty close to the maximum that you’d be willing to pay before you might walk away or start looking elsewhere.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">Today, we’re diving into surveillance pricing. Where it came from, how it works, and what we’re supposed to do to save ourselves from it. And no, clearing cookies isn’t always the answer. Ready?\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">This is Close All Tabs. I’m Morgan Sung, tech journalist and your chronically online friend, here to open as many browser tabs as it takes to help you understand how the digital world affects our real lives. Let’s get into it.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Here’s the funny thing. A set price is a fairly new concept compared to the entirety of human history. Let’s talk about it. Kicking this off as always, let’s open a new tab: History of the price tag.\u003c/span>\u003c/p>\n\u003cp>\u003cb>\u003ci>[Audio from Jessie J singing “Price Tag” live] \u003c/i>\u003c/b>\u003cb>\u003ci>\u003cbr>\n\u003c/i>\u003c/b>\u003ci>\u003cspan style=\"font-weight: 400\">Ain’t about the, uh, cha-chang-cha-chung \u003c/span>\u003c/i>\u003ci>\u003cspan style=\"font-weight: 400\">\u003cbr>\n\u003c/span>\u003c/i>\u003ci>\u003cspan style=\"font-weight: 400\">Ain’t bout the, b-bling-b-bling \u003c/span>\u003c/i>\u003ci>\u003cspan style=\"font-weight: 400\">\u003cbr>\n\u003c/span>\u003c/i>\u003ci>\u003cspan style=\"font-weight: 400\">Wanna make the world dance\u003c/span>\u003c/i>\u003ci>\u003cspan style=\"font-weight: 400\">\u003cbr>\n\u003c/span>\u003c/i>\u003ci>\u003cspan style=\"font-weight: 400\">Forget about the beep beep beep boop boop boop\u003c/span>\u003c/i>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\"> …price tag. To quote the iconic Jessie J, we need to take it back in time. We don’t even have to go that far back. The price tag dates back to 1861, when Wanamakers opened its stores in Philadelphia. It was one of the first American department stores, and also invented the.\u003c/span>\u003c/p>\n\u003cp>\u003cb>\u003ci>[Audio from Jessie J singing “Price Tag” live]\u003cbr>\n\u003c/i>\u003c/b>\u003ci>\u003cspan style=\"font-weight: 400\">Priiiiiiiiiicetaaaaaagggg!\u003c/span>\u003c/i>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">The price tag.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">Prior to Wanamaker, you really had thousands of years where we haggled. You went to the market, you picked out what you wanted, and then you started a process of bartering or haggling to set the price. The merchant at the souk or the market maybe sized you up a little and said, oh, you look like someone who could pay more. Maybe he knows a little bit about you, knows you’re wealthy, charges you more. Maybe you know a little bit about him, you have a little dirt on him, he charges you less, right? Those were the kind of rules of the bizarre economy.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">That started to shift in the U.S. context really with the Quakers and they felt like bartering and haggling was really unfair. They felt a sort of moral conviction about this; you and I are created equal under God, they thought. Why would we be charged different amounts for the same item? So they instituted a fixed price, and everyone would pay the same amount for items at a Quaker market.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">John Wanamaker wasn’t a Quaker, but he was a devout Christian, and he had this brilliant idea. What if he took this Quaker concept further? Not just standardized prices, but print them on a little tag attached to each item, and then call it.\u003c/span>\u003c/p>\n\u003cp>\u003cb>\u003ci>[Audio from Jessie J singing “Price Tag” live]\u003cbr>\n\u003c/i>\u003c/b>\u003ci>\u003cspan style=\"font-weight: 400\">…the priiiiiice taaag!\u003c/span>\u003c/i>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">But of course, Wanamaker wasn’t just doing this for religious reasons, he was also doing it because he was a good businessman and haggling takes a lot of time. The price tag is pretty efficient, right? It makes it pretty easy to tally up what you owe and get on with the purchase. But look, the price tag, I think, did a number of really important things. The first thing it did is it offered transparency. And transparency is really key to fair and honest markets, and that’s really key to a healthy economy. We knew how much something cost. As part of that transparency, we could comparison shop. We could look at how much anything cost in one store, we could look at how much something cost in another store, and we could take the offering that we thought provided the best value. Actually, that mechanism of bargain hunting and comparison shopping is also an important function in a healthy competitive economy.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">And the price tag also offers some stability and predictability. Of course, things like inflation and seasonal availability and wars that shut down access to major waterways can affect prices. But overall, you’d probably have an idea of how much your weekly groceries will cost.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">And predictability is bedrock to home economics, to budgeting in the household. If you don’t know how much something is gonna cost from one week to the next, it is hard to know if you’re gonna clear at the end of the week.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">Dynamic pricing has gotten out of hand and Lindsay said this wasn’t always the case.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">I do think while we have gotten very used to dynamic pricing in a whole host of settings, it is actually the case that in the not too distant past, there were other ways that companies allocated scarce resources. It has really shifted over time and I also think dynamic pricing is increasingly happening in places where resources aren’t scarce at all. You know, you see dynamic pricing in the grocery store, Target isn’t running out of wheat thins. Kroger’s not running out of Barilla pasta, right? This isn’t about managing scarcity. It’s just about charging what they can at any given time. So I think there has been a, kind of, increase in the prevalence of dynamic pricing and the types of goods that are subject to it.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">When did this use of personal data specifically to set prices become such a common practice?\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">I think the way to think about the advent of surveillance pricing is to start with the advent of surveillance advertising, which really takes you to the internet. I mean, that’s when this starts getting really creepy, and it’s when it starts to become big business. You may have heard about a company called DoubleClick. They really pioneered and built the infrastructure for surveillance advertising on the internet. They tracked what you looked at online. And then they built an advertising system to serve it back to you. So if you’ve ever looked at an item, you didn’t buy it, and then the next day it started popping up in your feed over and over and again, and you finally relented and purchased the item, that’s just the latest iteration of surveillance advertising.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">DoubleClick was eventually purchased by Google, and Google is advertising king in the early digital era. In some ways, the logical next step for many of these companies was as they get better and better at knowing what you want, predicting what you want, maybe persuading you to want something, they might as well also think about getting better and better, figuring out how much you might be willing to pay for it. And so marrying sort of dynamic pricing with surveillance advertising is how we get to the modern form of surveillance pricing that we’re starting to see today.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">Why does the idea of dynamic pricing and surveillance pricing, why does that upset people so much?\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">By and large, Americans hate the idea of companies charging different amounts to different people for the same item at the exact same time from the exact same store. I think the answer is really simple. I think when you see sort of a ubiquitous response to something in culture, it’s because you’ve tapped into a core human value. And in this case, I think that value is fairness.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">So how does surveillance pricing work in practice? That’s a new tab, which we’ll open after a quick break. But first, we wanted to remind you that close all tabs depends on listeners like you to keep us going. You can support us by becoming a member at donate.kqed.org slash podcasts. Okay, after the break, big data and your wallet. Stick around.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">We’re back! So how does surveillance pricing work exactly? Time for a new tab: Big Data and Your Wallet. Let’s talk about some examples of surveillance pricing and how mass data collection determines those prices.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">So this one was uncovered in an analysis by ProPublica, which showed that the prices for online SAT tutoring packages at the Princeton Review, the test prep company, were varying quite substantially depending on where customers lived. So if you went online to book an online test prep package and you typed in your zip code, Some people were offered the course for $6,600. That’s, by the way, a good price, apparently, for a test prep package in 2015. I’m sure it’s more today, it’s a little staggering. But for others, the same package would be almost $2,000 more. And what they determined is that folks in zip codes with a larger percentage of Asian Americans were almost twice as likely to be offered that higher price than others.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">They called this the “tiger mom tax.” Yeah, and even in lower income neighborhoods, Asian Americans were quoted the highest prices by the Princeton Review.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">I think it is a good example of how companies were using zip codes and demographic information to try to estimate the likely willingness to pay for a service like test prep. We have seen similarly during that period, a study from the Wall Street Journal in 2012, which showed that the online office retailer Staples was varying prices by zip code. This one was actually a little more nefarious in some respects. If you lived in a zip code where there were other office stores nearby, like an Office Depot, you were getting better pricing. If there was not an OfficeMax or an Office Depot within 20 miles or so, you were charged more because they knew you didn’t really have any ability to go to a competitor or go anywhere else. You were probably gonna go with the Staples offering. So those are some of the early examples of companies starting to toy around with gaging your desperation, gaging your willingness to pay. Gaging how likely your exit options were, how much choice you have in a market, and then using that to put you over a barrel and charge you as much as they possibly can.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">You know, it’s so funny that you say that because my friends and I joke that with Pride right around the corner, Target is probably jacking up prices for plain white tank tops for queer people because they know we’ll probably buy them for all the lesbian events in June. And obviously, that’s purely speculative and it’s mostly us kind of joking among ourselves like, ‘oh, this $5 tank top is going to be $12 next week.’ But it seems like this theory isn’t that far-fetched after all.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">It is not far-fetched at all. That is exactly the kind of thing to expect. When Walmart announced that they were installing electronic shelf labels in every Walmart store throughout the country. The first thing that many consumers thought is they are going to start jacking up the of coke and ice cream and cool items on a hot summer day. When there’s a snowstorm, they are gonna charge more for soup. These are all the things that are possible when you have the ability to do dynamic pricing at scale, either online or in brick and mortar stores, which you can do with electronic shelf labels. Pricing algorithms can be controlled remotely. It is very easy to have them respond to things like the weather and other data inputs. And it starts to present, I think, a real sort of dystopian view of what shopping could look like in the future.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">So what are some of the pieces of personal information that could be used to set the price that you pay, which people probably aren’t thinking about?\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">It is a long list. So you give up a lot of your information in a lot settings. Those terms and conditions when you get on a website that you click on without reading, often what you’ve done is just sort of pulled back the curtain and let the company ransack all of your data. Loyalty programs can be great, but often are sophisticated data harvesting operations. Okay, kinds of things they might know: they might be connected to your bank account and know when it’s payday. They might have information about your location. They might your purchase history, what you buy weekly, what you haven’t bought in a while that you usually buy and so you’re due for. They track your movements online, your mouse movements, what you hover over, how long you hover it, what you click on, what you put in your cart and don’t buy.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">Lindsay pointed to this report from former Washington Post tech columnist, Geoffrey Fowler. He requested his data from Starbucks and got a detailed dossier of everything he ever bought there.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">He was a reporter, so he had purchased a lot of coffee.\u003c/span>\u003c/p>\n\u003cp>\u003cb>[\u003c/b>\u003cb>\u003ci>Geoffrey Fowler in Washington Post story]\u003cbr>\n\u003c/i>\u003c/b>\u003ci>\u003cspan style=\"font-weight: 400\">The more coffee I ordered, the fewer discounts I got. Sure, I was still collecting stars, but the average price I paid per cup of coffee was going up. My loyalty was working against me.\u003c/span>\u003c/i>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">You know, in this case, they are collecting all the information about your caffeine habits. When you have your morning cup of copy, when you have you afternoon cup of cofee, if you have a sweet tooth and like to have a cookie with your afternoon coffee, right? All of those things they can collect. They can buy information about you from third parties. So, you know, this breadcrumb trail of data you leave when you participate in e-commerce provides a really robust set of data that companies can use to predict how much you’re willing to pay for any given item.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">More and more consumers are using chatbots and AI agents to do the price comparisons for them. You know, kind of taking off the drudge work of like sifting through all these websites. Are AI agents shopping for you, the new haggling?\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">Shopping and e-commerce and chat bots combined is really scary for folks who worry about privacy and for the potential for surveillance pricing at scale. We may be just in the first inning of our journey through the big bad world of surveillance pricing. A lot of the data that companies collect about you is behavioral and a lot of it is inferences. We think you must like this because you hovered over it for a while. So they’re guessing and using those guesses to decide what to advertise to you and how much to charge you.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">But now with conversational LLMs, often the guesswork can be eliminated because you might just tell them, right? You might say to your chat bot, hey, I have a wedding on Friday. I’m totally screwed. I need a dress. What are some options? Show me some options. Well, you’ve really just given away the store. Right? They know you’re desperate, they know you are in a rush, they know you need it now, and they’re gonna charge you top dollar for it. They’re gonna return results that cost you a lot of money. So the types of data that you offer Chopbots is pretty helpful in commerce. And so then the question is, how will the sort of move from AI into commerce make use of that data? And I think there are real questions about what’s likely to transpire.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">But we got a very recent hint and it was not great: a couple of researchers, one at Princeton University, one at the University of Washington, tested some LLMs and they put in some different scenarios and tried to measure how the advertising and pricing would work. You know, the results were pretty alarming. All of the current LLM’s, they tested all of them, exhibited risky behaviors, that was the researcher’s word, that favored the company over the user; steering users towards more expensive sponsored products; concealing that the products were sponsored and therefore impacted their recommendations; recommending predatory products like bad loans with high interest rates.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">In practice, users were also nudged to spend more. That one we didn’t need a study to confirm, we already have data from Walmart, where the CEO has been quite candid with their investors about the fact that Sparky, the Walmart chat bot, is doing a great job of nudging consumers to spend more. And folks who use Sparky are spending 35% more than folks who don’t, in part because Sparky is bidding up their cart total very effectively.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">We also learned in the study that when asked to recommend between two otherwise equivalent products, The vast majority of the models in the study chose the sponsored option more than half the time, despite it being twice as expensive. I think this is really the next big frontier in surveillance pricing. It’s the next place for people like me who research this stuff and who think through and help craft policy solutions to protect consumers from this stuff.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">The good news is people aren’t overwhelmingly shopping in AI right now, although, as I mentioned, companies like Walmart are building this into their apps and into their e-commerce offerings. But it would be great to get this one fixed before the horse is out of the barn because the future doesn’t look great.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">Yikes, right? I mean, how is any of this even allowed? Is there anything we could do to stop it? Okay, let’s open one last tab: Is surveillance pricing even legal? I’ve googled this question many times, and the answer is never satisfying. Long story short, yes, surveillance pricing is legal. At the federal level, the U.S. is not great about comprehensive data privacy laws. And you may be asking, but what about the FTC? The Federal Trade Commission. They’re supposed to protect consumers and promote business competition. Well, under Lina Khan’s leadership, the FTC conducted a preliminary study on AI-driven pricing tools. It was released in January 2025, right before the Trump administration took over. And since then…\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">I mean, look, the federal government is not really leading the charge right now. We’re seeing much more action in the states.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">To understand what’s going on there, we need to talk about the flip side of surveillance pricing: surveillance wages.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">Companies learning about you to figure out the maximum you’re willing to pay can use the exact same tools to learn about their workers and figure out the minimum they’re willing to charge in the form of wages. So it’s great news for companies who can deploy both at the same time because they can bring in more revenue from consumers and they can spend less on their workers. The processes and the systems are really similar and we’ve started to see some, oh really I think, concerning examples of this type of algorithmic wage discrimination starting to pop up in a whole host of sectors.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">There are some examples of day nurses being subjected to auctions where they bid against each other for a shift. But instead of an auction where the highest bidder wins, whoever will take the minimum to show up for work would win. We have examples of Uber offering different drivers different fares for the same trip, right? So we are starting to see some examples of algorithmic wage discrimination in parallel to these examples of surveillance pricing.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">So why might this whole practice of algorithmic wage discrimination actually lead to more legal action against these companies that are using surveillance pricing?\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">To crack down on surveillance pricing, arguably we’re gonna need new laws. We’ve now seen in 40 states and localities just this year in 2026, people cracking down on surveillance pricing, introducing bans in state legislatures to eliminate this practice. Some of those bills also include prohibitions on algorithmic wage discrimination.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">Just last month, Colorado actually passed a bill that would do both. It bans corporations from using personal data to set individual prices and wages.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">But there are some cases in which algorithmic wage discrimination will already be illegal. So we have fair labor laws and we have employment discrimination laws and it is illegal to pay men and women different amounts for the same job. And so where algorithmic discrimination falls afoul of existing employment discrimination and labor laws, there may be opportunities for enforcement agencies to go ahead and crack down on those practices even without updating the law.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">Do you think that this kind of legislation will be effective in combating surveillance pricing? How does it compare to other policy pushes that you’ve seen?\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">So far, we have seen a couple of different types of laws. We’ve seen disclosure laws, which would require companies to tell you they’re spying on you in order to overcharge you, which New York put into effect this year. If you are the victim of surveillance pricing in New York, you will know it, because you will see a disclosure that says this price was set by an algorithm using your data. So disclosure laws are interesting. They’re interesting to people like me, because it gives me a nice population of companies to study. They’re interesting to consumers because sometimes you can say, okay, I’d rather not purchase from this company anymore. But, you know, I would prefer that companies not be able to do this.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">At the beginning of the year, California Attorney General Rob Bonta opened a sweeping investigation into surveillance pricing. California lawmakers have also proposed an outright ban on the practice. A similar bill failed to reach the governor’s desk last year, but this one just cleared a major milestone in the state legislature this month. If it does pass, Lindsay said it could be a really strong law.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">I think it would be a game changer for a state as large as California with as many tech companies located in California as there are to pass a bill like this and it would great to see that happen as soon as possible.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">It seems like we’re finally at a kind of inflection point for surveillance pricing with consumers, especially after the JetBlue tweet, kind of waking up to it and starting to push back. How are retailers responding to the policy pushbacks and also the consumer outrage?\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">Retailers have to make some tough choices about the costs and benefits of deploying technologies like this. The benefits are clear. You can make a lot of money charging your consumer the absolute maximum they are willing to pay for every item in their cart. There is revenue to be won. But the risk is that when consumers find out about this, they are really, really ticked and you risk boycott and losing some market share. And throughout history, we have seen companies touch the stove when they, you know, went too far.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">In the 90s, the CEO of Coke let slip that they were piloting, installing thermometers in Coke vending machines so that they could charge you more for Coke on a hot summer day. That was in 1999, it was before TikTok, but it was viral. It was on the front page of every major newspaper in the country. The Honolulu paper, the Philadelphia paper, the Wall Street Journal, hardly a bastion of consumer sentiment, weighed in on how outrageous that proposal was. Pepsi, of course, seized on the gaff. Coke immediately backtracked, said they wouldn’t be piloting it. They would never do it.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">You know, I think the best way, absent the law, to keep companies from pursuing some of the most egregious forms of this practice, the spying on you, the overcharging you, is actually consumer pressure. There are, of course, retailers who use slightly different business models who say, you know, I’m not in the business of charging consumers the maximum they will pay. The canonical example is Costco, who uses a cost plus model. They charge between 14 and 15 percent on top of the wholesale price. It’s cost plus 14 or 15 percent, that’s the margin. They could go higher, they don’t, they pass the savings along. But, you know, generally speaking, companies are moving in the direction of getting more sophisticated with pricing and of taking their pricing to a place that’s much higher tech.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">I’m sure you are asked this question constantly, but what could the average consumer do to limit surveillance pricing in their lives?\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">I really do not believe it should be every consumer’s job to bob and weave and try to beat the machine. Shopping against the robot is not a future anybody wants to have, and it should be lawmakers’ job and policymakers’ job to make sure markets are fair and honest because that’s good for everyone. It’s good for our economy, it’s good for society. The second thing I’ll say is I do really believe in the power of consumer boycotts. And I think when you see something, say something. Take to Reddit, take to TikTok, take to Twitter like our friend experiencing the JetBlue price hike did. Those are great ways to sound the alarm and sometimes to get companies’ attention. Consumer boycotts can be effective.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">But finally, there are a few things to think about as a modern consumer. It’s probably time to update how you think about comparison shopping. So it used to be that you would look at the same item at two different stores, see which store offered you the better price, go with that one. Now you probably need to comparison shop within stores. Look at the price in the app, look at the place on the website, look at price in the brick and mortar store, compare those three, go with the lower price. You could do some comparison shopping with your spouse, sit on the couch, both of you log in, see if one of you gets a better price. Go with that price. So I think there are some ways to sort of update how you think about comparison shopping. And then of course, all of the standard advice around browsers that offer more robust privacy protections, all of that can be useful as well.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">Let’s close the loop on the JetBlue saga. They now face a class action. Everyone’s still really mad at them. It’s been weeks and they’re still getting like, comments being like, remember when you said this? Like, we’re not letting that go. How do you think the saga will end for JetBlue?\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">Uh, hard for me to know what the result of that class action lawsuit will be. And of course, those can take a long time to unwind. So it may be a minute before we get to read the final chapter of that book. But, you know, I do think JetBlue will face some pretty substantial damage in the interim. I think they have lost faith with a lot of consumers when consumers may look elsewhere for their travel. That being said, we’ve got a problem in the airlines, which is they’re not very competitive. We don’t have that many carriers and we actually just lost one of the main competitors to JetBlue— Spirit. So they have a lot of pricing power right now. They have a of dominance as a low cost carrier, but they certainly, I think, have lost the faith of a lot consumers and they may have lost a lot their customers.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">Never underestimate the power of a rage tweet. That’s it for today’s deep dive, but stick around after the credits for a surveillance pricing fun fact. Actually, it’s less fun and more terrifying, but hey, it’s good trivia. Okay, let’s close all these tabs.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Close All Tabs is a production of KQED Studios and is reported and hosted by me, Morgan Sung. This episode was produced by Chris Egusa, who also composed our theme song and credits music, Production help from Francesca Fenzi. It was edited by Chris Hambrick. The Close All Tabs team also includes producer Maya Cueva and audio engineer, Brendan Willard. Additional music by APM. Audience engagement support from Maha Sanad. Jen Chien is our director of podcasts and Ethan Toven Lindsey is our editor-in-chief.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Some members of the KQED podcast team are represented by the Screen Actors Guild, American Federation of Television and Radio Artists, San Francisco Northern California Local. This episode’s keyboard sounds were submitted by Alex Tran Alex Tran, and recorded on his white Epomaker Hi75 keyboard with Fogruaden red samurai keycaps and gateron milky yellow pro v2 switches. Thanks for listening.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">There was a really interesting study in 2023 that got quite a bit of attention. And it looked at how Uber was charging customers more if their phone battery was sunk. Like, you got to get in that Uber before your phone dies. As someone who is always on low battery mode.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">I would never remember to charge my phone.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">Me neither. It’s like really scary to think about that one.\u003c/span>\u003c/p>\n\u003cp>\u003cem>Correction: A previous version of this story misidentified the organization Lindsay Owens runs. It is Groundwork Collaborative, not Groundwork Collection. The story has been updated.\u003c/em>\u003c/p>\n\u003cp>[ad floatright]\u003c/p>\n",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003cp>\u003ca href=\"#episode-transcript\">\u003ci>View the full episode transcript.\u003c/i>\u003c/a>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">When JetBlue replied to an angry customer on X that they should clear their cookies for a better flight price, it seemed to confirm a long-held consumer belief: companies use your personal data to \u003c/span>\u003cspan style=\"font-weight: 400\">determine what you should pay in real-time based on your urgency, habits and identity\u003c/span>\u003cspan style=\"font-weight: 400\">. It’s what’s known as \u003c/span>\u003cspan style=\"font-weight: 400\">surveillance pricing. \u003c/span>\u003cspan style=\"font-weight: 400\">According to economic sociologist Lindsay Owens, \u003c/span>\u003cspan style=\"font-weight: 400\">the practice is rampant. She says companies have been investing for years in sophisticated tools meant to squeeze every last dollar out of consumers — and for the most part, it’s legal. Lindsay joins Morgan to \u003c/span>\u003cspan style=\"font-weight: 400\">talk about how we got here, the U.S. laws designed to fight back against surveillance pricing and what you can personally do to sidestep the practice.\u003c/span>\u003c/p>\n\u003cp>\u003c!-- iframe plugin v.4.3 wordpress.org/plugins/iframe/ -->\u003cbr>\n\u003ciframe loading=\"lazy\" frameborder=\"0\" height=\"200\" scrolling=\"no\" src=\"https://playlist.megaphone.fm?e=KQINC8058124943\" width=\"100%\" class=\"iframe-class\">\u003c/iframe>\u003c/p>\n\u003cp>\u003cstrong>Guest:\u003c/strong>\u003c/p>\n\u003cul>\n\u003cli>\u003ca href=\"https://groundworkcollaborative.org/person/lindsay-owens/\">\u003cspan style=\"font-weight: 400\">Lindsay Owens\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\">, executive director of \u003c/span>\u003ca href=\"https://groundworkcollaborative.org/\">\u003cspan style=\"font-weight: 400\">Groundwork Collaborative\u003c/span>\u003c/a>\u003c/li>\n\u003c/ul>\n\u003cp>\u003cb>Further Reading/Listening:\u003c/b>\u003ci>\u003c/i>\u003c/p>\n\u003cul>\n\u003cli>\u003ca href=\"https://www.propublica.org/article/asians-nearly-twice-as-likely-to-get-higher-price-from-princeton-review\">\u003cspan style=\"font-weight: 400\">The Tiger Mom Tax: Asians Are Nearly Twice as Likely to Get a Higher Price from Princeton Review\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> — Julia Angwin, Surya Mattu and Jeff Larson, \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Pro Publica\u003c/span>\u003c/i>\u003c/li>\n\u003cli>\u003ca href=\"https://www.washingtonpost.com/technology/2025/10/18/starbucks-loyalty-program-surveillance-pricing/\">\u003cspan style=\"font-weight: 400\">The hidden way using a rewards card can cost you more\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> — Geoffrey A. Fowler, \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Washington Post\u003c/span>\u003c/i>\u003c/li>\n\u003cli>\u003ca href=\"https://www.ftc.gov/system/files/ftc_gov/pdf/sp6b-issue-spotlight.pdf\">\u003cspan style=\"font-weight: 400\">Issue Spotlight: The Rise of Surveillance Pricing\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> — FTC Staff, \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Federal Trade Commission\u003c/span>\u003c/i>\u003c/li>\n\u003cli>\u003ca href=\"https://calmatters.org/economy/technology/2026/05/why-surveillance-pricing-bans-are-suddenly-gaining-traction-this-year-and-not-just-in-california/\">\u003cspan style=\"font-weight: 400\">Why surveillance pricing bans are suddenly gaining traction this year (and not just in California)\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> — Khari Johnson, \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">CalMatters\u003c/span>\u003c/i>\u003c/li>\n\u003cli>\u003ca href=\"https://www.fastcompany.com/91544120/public-library-hack-book-cheaper-flights-mistrust-airlines\">\u003cspan style=\"font-weight: 400\">Influencers are peddling ‘the library hack’ as a way to score cheaper flights. Whether it works is beside the point\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> — Grace Snelling, \u003c/span>\u003ci>\u003cspan style=\"font-weight: 400\">Fast Company\u003c/span>\u003c/i>\u003c/li>\n\u003c/ul>\n\u003cp>Want to give us feedback on the show? Shoot us an email at \u003ca href=\"mailto:CloseAllTabs@KQED.org\">CloseAllTabs@KQED.org\u003c/a>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Follow us on\u003c/span>\u003ca href=\"https://www.instagram.com/closealltabspod/\"> \u003cspan style=\"font-weight: 400\">Instagram\u003c/span>\u003c/a>\u003cspan style=\"font-weight: 400\"> and\u003c/span>\u003ca href=\"https://www.tiktok.com/@closealltabs\"> \u003cspan style=\"font-weight: 400\">TikTok\u003c/span>\u003c/a>\u003c/p>\n\u003cp>\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-content post-body\">\u003ch2 id=\"episode-transcript\">Episode Transcript\u003c/h2>\n\u003cp>\u003ci>\u003cspan style=\"font-weight: 400\">This is a computer-generated transcript. While our team has reviewed it, there may be errors.\u003c/span>\u003c/i>\u003c/p>\n\u003cp>\u003cb>Morgan Sung, Host: \u003c/b>\u003cspan style=\"font-weight: 400\"> Hello, Tabbies. We’ve been workshopping games. What do you think of Tab Hive? Could also go with Tab Closers? Maybe Tabdom, like Tab fandom, but I don’t know, that sounds kind of ominous. Anyway, if you’re a Close All Tabs listener and you like our deep dives, then please rate and review the show on Spotify, Apple Podcasts, or wherever you’re listening to this. It would be a huge help to get the word out. Okay, let’s get to the show.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">So online, there’s this kind of urban legend when it comes to booking flights. Basically, as the myth goes, if you’ve been looking up flights between certain destinations and you’re finally ready to book, you should always clear your cookies or book the flight from an incognito tab so you get a better price. For years, this travel hack was based on anecdotal experience, not actual evidence that airlines were using personal data to determine prices. But we do know that our personal data is kind of up for grabs anyway. We talk about this all the time on the show. It’s not wild to believe that corporations are tracking you and price gouging you based on your specific habits. But if you brought it up on travel forums or comment threads, you might get written off as a tinfoil hat conspiracy theorist. And then in April, JetBlue just tweeted it out.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens, Guest: \u003c/b>\u003cspan style=\"font-weight: 400\">This is just a really incredible story, one of those ‘truth is stranger than fiction’ moments.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">Lindsay Owens is an economic sociologist who runs the affordability think tank Groundwork Collaborative. She keeps a pretty close eye on this kind of thing.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">If you’re feeling it in your wallet, we are studying it.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">So back in April, a customer took to X, the site formerly known as Twitter…\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">To kind of complain, vent, gripe about the fact that his flight had increased by more than $200 overnight, and he was just trying to get to a funeral. And he tweeted sort of, JetBlue, what gives here? Why are you doing this? And incredibly, JetBlue’s corporate Twitter account replied.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">Here’s the real travel hack. If your flight is delayed or canceled or you’re stuck in customer service hotline hell, complain about it on Twitter. There’s a chance that the airline will see it and give you a discount or at worst a snack voucher. At least that’s how they usually respond. But this time JetBlue took a different approach.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">They said ‘try clearing your cash and cookies or booking with an incognito window.’ And then they did say, ‘we’re sorry for your loss. ‘\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">In other words, JetBlue’s official corporate social account told the customer that if he didn’t want to be overcharged, he should just trick the company’s booking software into not identifying him.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">And this was a pretty stunning thing to see on Twitter. JetBlue’s HQ immediately weighed in and said the tweet was mistaken, that they don’t use personal information to set prices.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">A spokesperson for the company told multiple news outlets that the airline fares are determined by supply and demand, not by customer data. JetBlue very quickly deleted the response, but it’s the internet, screenshots live on. This exchange went super viral.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">It was a real confession of sorts, but it was a window into the ways in which pricing is changing right under our feet.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">An airline surreptitiously gleaning personal information to maximize how much money they can make off of each individual customer, it’s not out of the realm of possibility. In fact, Lindsay said that just last year, she listened in on a Delta earnings call and the company told investors about this new strategy they were piloting, a partnership with an Israel-based AI company called Fetcherr, which specialized in personalized pricing. Lindsay went on Fetcherr’s website and found a white paper.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">Phase two was called ‘the exploitation phase’ —really not hiding the ball with this one. That’s when they’ve learned everything they can about Delta’s competitors, about their customers, and when they start going for broke and they start increasing those prices and getting better revenues for Delta. They were guaranteeing increases in revenue of near 10% in some cases. So we’ve had quite a few of these examples with the airlines now revealing some of their plans, experiments, and things that they’re working on.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">Lindsay wasn’t the only one paying attention. Journalists did too. News of the earnings call spread. This set off a PR firestorm for the company with Delta’s competitors saying that they’d never do this to their valued customers, and Delta announcing that they didn’t actually plan to go through with it. But this practice is becoming the norm across industries. We’ve gotten used to dynamic pricing: price fluctuating based on supply and demand, like, how concert tickets get more expensive as seats fill up. What we’re talking about today goes further. Economists call it personalized pricing. This idea that companies charge you based on their assessment of how much you’re willing to pay for a good or service. It’s a practice more commonly known as surveillance pricing.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">They’re doing anything they can to learn about you, including sometimes spying on you, which is why I do think the term surveillance pricing is so apt and accurate. Companies gather a lot of data about us. Some of it we offer up willingly, our browsing history, we accept the cookies, we agree to let them sell our data, and all of that can be used to set a price for you specifically — ideally, if you’re a company, a price that gets pretty close to the maximum that you’d be willing to pay before you might walk away or start looking elsewhere.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">Today, we’re diving into surveillance pricing. Where it came from, how it works, and what we’re supposed to do to save ourselves from it. And no, clearing cookies isn’t always the answer. Ready?\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">This is Close All Tabs. I’m Morgan Sung, tech journalist and your chronically online friend, here to open as many browser tabs as it takes to help you understand how the digital world affects our real lives. Let’s get into it.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Here’s the funny thing. A set price is a fairly new concept compared to the entirety of human history. Let’s talk about it. Kicking this off as always, let’s open a new tab: History of the price tag.\u003c/span>\u003c/p>\n\u003cp>\u003cb>\u003ci>[Audio from Jessie J singing “Price Tag” live] \u003c/i>\u003c/b>\u003cb>\u003ci>\u003cbr>\n\u003c/i>\u003c/b>\u003ci>\u003cspan style=\"font-weight: 400\">Ain’t about the, uh, cha-chang-cha-chung \u003c/span>\u003c/i>\u003ci>\u003cspan style=\"font-weight: 400\">\u003cbr>\n\u003c/span>\u003c/i>\u003ci>\u003cspan style=\"font-weight: 400\">Ain’t bout the, b-bling-b-bling \u003c/span>\u003c/i>\u003ci>\u003cspan style=\"font-weight: 400\">\u003cbr>\n\u003c/span>\u003c/i>\u003ci>\u003cspan style=\"font-weight: 400\">Wanna make the world dance\u003c/span>\u003c/i>\u003ci>\u003cspan style=\"font-weight: 400\">\u003cbr>\n\u003c/span>\u003c/i>\u003ci>\u003cspan style=\"font-weight: 400\">Forget about the beep beep beep boop boop boop\u003c/span>\u003c/i>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\"> …price tag. To quote the iconic Jessie J, we need to take it back in time. We don’t even have to go that far back. The price tag dates back to 1861, when Wanamakers opened its stores in Philadelphia. It was one of the first American department stores, and also invented the.\u003c/span>\u003c/p>\n\u003cp>\u003cb>\u003ci>[Audio from Jessie J singing “Price Tag” live]\u003cbr>\n\u003c/i>\u003c/b>\u003ci>\u003cspan style=\"font-weight: 400\">Priiiiiiiiiicetaaaaaagggg!\u003c/span>\u003c/i>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">The price tag.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">Prior to Wanamaker, you really had thousands of years where we haggled. You went to the market, you picked out what you wanted, and then you started a process of bartering or haggling to set the price. The merchant at the souk or the market maybe sized you up a little and said, oh, you look like someone who could pay more. Maybe he knows a little bit about you, knows you’re wealthy, charges you more. Maybe you know a little bit about him, you have a little dirt on him, he charges you less, right? Those were the kind of rules of the bizarre economy.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">That started to shift in the U.S. context really with the Quakers and they felt like bartering and haggling was really unfair. They felt a sort of moral conviction about this; you and I are created equal under God, they thought. Why would we be charged different amounts for the same item? So they instituted a fixed price, and everyone would pay the same amount for items at a Quaker market.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">John Wanamaker wasn’t a Quaker, but he was a devout Christian, and he had this brilliant idea. What if he took this Quaker concept further? Not just standardized prices, but print them on a little tag attached to each item, and then call it.\u003c/span>\u003c/p>\n\u003cp>\u003cb>\u003ci>[Audio from Jessie J singing “Price Tag” live]\u003cbr>\n\u003c/i>\u003c/b>\u003ci>\u003cspan style=\"font-weight: 400\">…the priiiiiice taaag!\u003c/span>\u003c/i>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">But of course, Wanamaker wasn’t just doing this for religious reasons, he was also doing it because he was a good businessman and haggling takes a lot of time. The price tag is pretty efficient, right? It makes it pretty easy to tally up what you owe and get on with the purchase. But look, the price tag, I think, did a number of really important things. The first thing it did is it offered transparency. And transparency is really key to fair and honest markets, and that’s really key to a healthy economy. We knew how much something cost. As part of that transparency, we could comparison shop. We could look at how much anything cost in one store, we could look at how much something cost in another store, and we could take the offering that we thought provided the best value. Actually, that mechanism of bargain hunting and comparison shopping is also an important function in a healthy competitive economy.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">And the price tag also offers some stability and predictability. Of course, things like inflation and seasonal availability and wars that shut down access to major waterways can affect prices. But overall, you’d probably have an idea of how much your weekly groceries will cost.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">And predictability is bedrock to home economics, to budgeting in the household. If you don’t know how much something is gonna cost from one week to the next, it is hard to know if you’re gonna clear at the end of the week.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">Dynamic pricing has gotten out of hand and Lindsay said this wasn’t always the case.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">I do think while we have gotten very used to dynamic pricing in a whole host of settings, it is actually the case that in the not too distant past, there were other ways that companies allocated scarce resources. It has really shifted over time and I also think dynamic pricing is increasingly happening in places where resources aren’t scarce at all. You know, you see dynamic pricing in the grocery store, Target isn’t running out of wheat thins. Kroger’s not running out of Barilla pasta, right? This isn’t about managing scarcity. It’s just about charging what they can at any given time. So I think there has been a, kind of, increase in the prevalence of dynamic pricing and the types of goods that are subject to it.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">When did this use of personal data specifically to set prices become such a common practice?\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">I think the way to think about the advent of surveillance pricing is to start with the advent of surveillance advertising, which really takes you to the internet. I mean, that’s when this starts getting really creepy, and it’s when it starts to become big business. You may have heard about a company called DoubleClick. They really pioneered and built the infrastructure for surveillance advertising on the internet. They tracked what you looked at online. And then they built an advertising system to serve it back to you. So if you’ve ever looked at an item, you didn’t buy it, and then the next day it started popping up in your feed over and over and again, and you finally relented and purchased the item, that’s just the latest iteration of surveillance advertising.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">DoubleClick was eventually purchased by Google, and Google is advertising king in the early digital era. In some ways, the logical next step for many of these companies was as they get better and better at knowing what you want, predicting what you want, maybe persuading you to want something, they might as well also think about getting better and better, figuring out how much you might be willing to pay for it. And so marrying sort of dynamic pricing with surveillance advertising is how we get to the modern form of surveillance pricing that we’re starting to see today.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">Why does the idea of dynamic pricing and surveillance pricing, why does that upset people so much?\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">By and large, Americans hate the idea of companies charging different amounts to different people for the same item at the exact same time from the exact same store. I think the answer is really simple. I think when you see sort of a ubiquitous response to something in culture, it’s because you’ve tapped into a core human value. And in this case, I think that value is fairness.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">So how does surveillance pricing work in practice? That’s a new tab, which we’ll open after a quick break. But first, we wanted to remind you that close all tabs depends on listeners like you to keep us going. You can support us by becoming a member at donate.kqed.org slash podcasts. Okay, after the break, big data and your wallet. Stick around.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">We’re back! So how does surveillance pricing work exactly? Time for a new tab: Big Data and Your Wallet. Let’s talk about some examples of surveillance pricing and how mass data collection determines those prices.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">So this one was uncovered in an analysis by ProPublica, which showed that the prices for online SAT tutoring packages at the Princeton Review, the test prep company, were varying quite substantially depending on where customers lived. So if you went online to book an online test prep package and you typed in your zip code, Some people were offered the course for $6,600. That’s, by the way, a good price, apparently, for a test prep package in 2015. I’m sure it’s more today, it’s a little staggering. But for others, the same package would be almost $2,000 more. And what they determined is that folks in zip codes with a larger percentage of Asian Americans were almost twice as likely to be offered that higher price than others.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">They called this the “tiger mom tax.” Yeah, and even in lower income neighborhoods, Asian Americans were quoted the highest prices by the Princeton Review.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">I think it is a good example of how companies were using zip codes and demographic information to try to estimate the likely willingness to pay for a service like test prep. We have seen similarly during that period, a study from the Wall Street Journal in 2012, which showed that the online office retailer Staples was varying prices by zip code. This one was actually a little more nefarious in some respects. If you lived in a zip code where there were other office stores nearby, like an Office Depot, you were getting better pricing. If there was not an OfficeMax or an Office Depot within 20 miles or so, you were charged more because they knew you didn’t really have any ability to go to a competitor or go anywhere else. You were probably gonna go with the Staples offering. So those are some of the early examples of companies starting to toy around with gaging your desperation, gaging your willingness to pay. Gaging how likely your exit options were, how much choice you have in a market, and then using that to put you over a barrel and charge you as much as they possibly can.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">You know, it’s so funny that you say that because my friends and I joke that with Pride right around the corner, Target is probably jacking up prices for plain white tank tops for queer people because they know we’ll probably buy them for all the lesbian events in June. And obviously, that’s purely speculative and it’s mostly us kind of joking among ourselves like, ‘oh, this $5 tank top is going to be $12 next week.’ But it seems like this theory isn’t that far-fetched after all.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">It is not far-fetched at all. That is exactly the kind of thing to expect. When Walmart announced that they were installing electronic shelf labels in every Walmart store throughout the country. The first thing that many consumers thought is they are going to start jacking up the of coke and ice cream and cool items on a hot summer day. When there’s a snowstorm, they are gonna charge more for soup. These are all the things that are possible when you have the ability to do dynamic pricing at scale, either online or in brick and mortar stores, which you can do with electronic shelf labels. Pricing algorithms can be controlled remotely. It is very easy to have them respond to things like the weather and other data inputs. And it starts to present, I think, a real sort of dystopian view of what shopping could look like in the future.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">So what are some of the pieces of personal information that could be used to set the price that you pay, which people probably aren’t thinking about?\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">It is a long list. So you give up a lot of your information in a lot settings. Those terms and conditions when you get on a website that you click on without reading, often what you’ve done is just sort of pulled back the curtain and let the company ransack all of your data. Loyalty programs can be great, but often are sophisticated data harvesting operations. Okay, kinds of things they might know: they might be connected to your bank account and know when it’s payday. They might have information about your location. They might your purchase history, what you buy weekly, what you haven’t bought in a while that you usually buy and so you’re due for. They track your movements online, your mouse movements, what you hover over, how long you hover it, what you click on, what you put in your cart and don’t buy.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">Lindsay pointed to this report from former Washington Post tech columnist, Geoffrey Fowler. He requested his data from Starbucks and got a detailed dossier of everything he ever bought there.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">He was a reporter, so he had purchased a lot of coffee.\u003c/span>\u003c/p>\n\u003cp>\u003cb>[\u003c/b>\u003cb>\u003ci>Geoffrey Fowler in Washington Post story]\u003cbr>\n\u003c/i>\u003c/b>\u003ci>\u003cspan style=\"font-weight: 400\">The more coffee I ordered, the fewer discounts I got. Sure, I was still collecting stars, but the average price I paid per cup of coffee was going up. My loyalty was working against me.\u003c/span>\u003c/i>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">You know, in this case, they are collecting all the information about your caffeine habits. When you have your morning cup of copy, when you have you afternoon cup of cofee, if you have a sweet tooth and like to have a cookie with your afternoon coffee, right? All of those things they can collect. They can buy information about you from third parties. So, you know, this breadcrumb trail of data you leave when you participate in e-commerce provides a really robust set of data that companies can use to predict how much you’re willing to pay for any given item.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">More and more consumers are using chatbots and AI agents to do the price comparisons for them. You know, kind of taking off the drudge work of like sifting through all these websites. Are AI agents shopping for you, the new haggling?\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">Shopping and e-commerce and chat bots combined is really scary for folks who worry about privacy and for the potential for surveillance pricing at scale. We may be just in the first inning of our journey through the big bad world of surveillance pricing. A lot of the data that companies collect about you is behavioral and a lot of it is inferences. We think you must like this because you hovered over it for a while. So they’re guessing and using those guesses to decide what to advertise to you and how much to charge you.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">But now with conversational LLMs, often the guesswork can be eliminated because you might just tell them, right? You might say to your chat bot, hey, I have a wedding on Friday. I’m totally screwed. I need a dress. What are some options? Show me some options. Well, you’ve really just given away the store. Right? They know you’re desperate, they know you are in a rush, they know you need it now, and they’re gonna charge you top dollar for it. They’re gonna return results that cost you a lot of money. So the types of data that you offer Chopbots is pretty helpful in commerce. And so then the question is, how will the sort of move from AI into commerce make use of that data? And I think there are real questions about what’s likely to transpire.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">But we got a very recent hint and it was not great: a couple of researchers, one at Princeton University, one at the University of Washington, tested some LLMs and they put in some different scenarios and tried to measure how the advertising and pricing would work. You know, the results were pretty alarming. All of the current LLM’s, they tested all of them, exhibited risky behaviors, that was the researcher’s word, that favored the company over the user; steering users towards more expensive sponsored products; concealing that the products were sponsored and therefore impacted their recommendations; recommending predatory products like bad loans with high interest rates.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">In practice, users were also nudged to spend more. That one we didn’t need a study to confirm, we already have data from Walmart, where the CEO has been quite candid with their investors about the fact that Sparky, the Walmart chat bot, is doing a great job of nudging consumers to spend more. And folks who use Sparky are spending 35% more than folks who don’t, in part because Sparky is bidding up their cart total very effectively.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">We also learned in the study that when asked to recommend between two otherwise equivalent products, The vast majority of the models in the study chose the sponsored option more than half the time, despite it being twice as expensive. I think this is really the next big frontier in surveillance pricing. It’s the next place for people like me who research this stuff and who think through and help craft policy solutions to protect consumers from this stuff.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">The good news is people aren’t overwhelmingly shopping in AI right now, although, as I mentioned, companies like Walmart are building this into their apps and into their e-commerce offerings. But it would be great to get this one fixed before the horse is out of the barn because the future doesn’t look great.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">Yikes, right? I mean, how is any of this even allowed? Is there anything we could do to stop it? Okay, let’s open one last tab: Is surveillance pricing even legal? I’ve googled this question many times, and the answer is never satisfying. Long story short, yes, surveillance pricing is legal. At the federal level, the U.S. is not great about comprehensive data privacy laws. And you may be asking, but what about the FTC? The Federal Trade Commission. They’re supposed to protect consumers and promote business competition. Well, under Lina Khan’s leadership, the FTC conducted a preliminary study on AI-driven pricing tools. It was released in January 2025, right before the Trump administration took over. And since then…\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">I mean, look, the federal government is not really leading the charge right now. We’re seeing much more action in the states.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">To understand what’s going on there, we need to talk about the flip side of surveillance pricing: surveillance wages.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">Companies learning about you to figure out the maximum you’re willing to pay can use the exact same tools to learn about their workers and figure out the minimum they’re willing to charge in the form of wages. So it’s great news for companies who can deploy both at the same time because they can bring in more revenue from consumers and they can spend less on their workers. The processes and the systems are really similar and we’ve started to see some, oh really I think, concerning examples of this type of algorithmic wage discrimination starting to pop up in a whole host of sectors.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">There are some examples of day nurses being subjected to auctions where they bid against each other for a shift. But instead of an auction where the highest bidder wins, whoever will take the minimum to show up for work would win. We have examples of Uber offering different drivers different fares for the same trip, right? So we are starting to see some examples of algorithmic wage discrimination in parallel to these examples of surveillance pricing.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">So why might this whole practice of algorithmic wage discrimination actually lead to more legal action against these companies that are using surveillance pricing?\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">To crack down on surveillance pricing, arguably we’re gonna need new laws. We’ve now seen in 40 states and localities just this year in 2026, people cracking down on surveillance pricing, introducing bans in state legislatures to eliminate this practice. Some of those bills also include prohibitions on algorithmic wage discrimination.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">Just last month, Colorado actually passed a bill that would do both. It bans corporations from using personal data to set individual prices and wages.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">But there are some cases in which algorithmic wage discrimination will already be illegal. So we have fair labor laws and we have employment discrimination laws and it is illegal to pay men and women different amounts for the same job. And so where algorithmic discrimination falls afoul of existing employment discrimination and labor laws, there may be opportunities for enforcement agencies to go ahead and crack down on those practices even without updating the law.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">Do you think that this kind of legislation will be effective in combating surveillance pricing? How does it compare to other policy pushes that you’ve seen?\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">So far, we have seen a couple of different types of laws. We’ve seen disclosure laws, which would require companies to tell you they’re spying on you in order to overcharge you, which New York put into effect this year. If you are the victim of surveillance pricing in New York, you will know it, because you will see a disclosure that says this price was set by an algorithm using your data. So disclosure laws are interesting. They’re interesting to people like me, because it gives me a nice population of companies to study. They’re interesting to consumers because sometimes you can say, okay, I’d rather not purchase from this company anymore. But, you know, I would prefer that companies not be able to do this.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">At the beginning of the year, California Attorney General Rob Bonta opened a sweeping investigation into surveillance pricing. California lawmakers have also proposed an outright ban on the practice. A similar bill failed to reach the governor’s desk last year, but this one just cleared a major milestone in the state legislature this month. If it does pass, Lindsay said it could be a really strong law.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">I think it would be a game changer for a state as large as California with as many tech companies located in California as there are to pass a bill like this and it would great to see that happen as soon as possible.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">It seems like we’re finally at a kind of inflection point for surveillance pricing with consumers, especially after the JetBlue tweet, kind of waking up to it and starting to push back. How are retailers responding to the policy pushbacks and also the consumer outrage?\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">Retailers have to make some tough choices about the costs and benefits of deploying technologies like this. The benefits are clear. You can make a lot of money charging your consumer the absolute maximum they are willing to pay for every item in their cart. There is revenue to be won. But the risk is that when consumers find out about this, they are really, really ticked and you risk boycott and losing some market share. And throughout history, we have seen companies touch the stove when they, you know, went too far.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">In the 90s, the CEO of Coke let slip that they were piloting, installing thermometers in Coke vending machines so that they could charge you more for Coke on a hot summer day. That was in 1999, it was before TikTok, but it was viral. It was on the front page of every major newspaper in the country. The Honolulu paper, the Philadelphia paper, the Wall Street Journal, hardly a bastion of consumer sentiment, weighed in on how outrageous that proposal was. Pepsi, of course, seized on the gaff. Coke immediately backtracked, said they wouldn’t be piloting it. They would never do it.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">You know, I think the best way, absent the law, to keep companies from pursuing some of the most egregious forms of this practice, the spying on you, the overcharging you, is actually consumer pressure. There are, of course, retailers who use slightly different business models who say, you know, I’m not in the business of charging consumers the maximum they will pay. The canonical example is Costco, who uses a cost plus model. They charge between 14 and 15 percent on top of the wholesale price. It’s cost plus 14 or 15 percent, that’s the margin. They could go higher, they don’t, they pass the savings along. But, you know, generally speaking, companies are moving in the direction of getting more sophisticated with pricing and of taking their pricing to a place that’s much higher tech.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">I’m sure you are asked this question constantly, but what could the average consumer do to limit surveillance pricing in their lives?\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">I really do not believe it should be every consumer’s job to bob and weave and try to beat the machine. Shopping against the robot is not a future anybody wants to have, and it should be lawmakers’ job and policymakers’ job to make sure markets are fair and honest because that’s good for everyone. It’s good for our economy, it’s good for society. The second thing I’ll say is I do really believe in the power of consumer boycotts. And I think when you see something, say something. Take to Reddit, take to TikTok, take to Twitter like our friend experiencing the JetBlue price hike did. Those are great ways to sound the alarm and sometimes to get companies’ attention. Consumer boycotts can be effective.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">But finally, there are a few things to think about as a modern consumer. It’s probably time to update how you think about comparison shopping. So it used to be that you would look at the same item at two different stores, see which store offered you the better price, go with that one. Now you probably need to comparison shop within stores. Look at the price in the app, look at the place on the website, look at price in the brick and mortar store, compare those three, go with the lower price. You could do some comparison shopping with your spouse, sit on the couch, both of you log in, see if one of you gets a better price. Go with that price. So I think there are some ways to sort of update how you think about comparison shopping. And then of course, all of the standard advice around browsers that offer more robust privacy protections, all of that can be useful as well.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">Let’s close the loop on the JetBlue saga. They now face a class action. Everyone’s still really mad at them. It’s been weeks and they’re still getting like, comments being like, remember when you said this? Like, we’re not letting that go. How do you think the saga will end for JetBlue?\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">Uh, hard for me to know what the result of that class action lawsuit will be. And of course, those can take a long time to unwind. So it may be a minute before we get to read the final chapter of that book. But, you know, I do think JetBlue will face some pretty substantial damage in the interim. I think they have lost faith with a lot of consumers when consumers may look elsewhere for their travel. That being said, we’ve got a problem in the airlines, which is they’re not very competitive. We don’t have that many carriers and we actually just lost one of the main competitors to JetBlue— Spirit. So they have a lot of pricing power right now. They have a of dominance as a low cost carrier, but they certainly, I think, have lost the faith of a lot consumers and they may have lost a lot their customers.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">Never underestimate the power of a rage tweet. That’s it for today’s deep dive, but stick around after the credits for a surveillance pricing fun fact. Actually, it’s less fun and more terrifying, but hey, it’s good trivia. Okay, let’s close all these tabs.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Close All Tabs is a production of KQED Studios and is reported and hosted by me, Morgan Sung. This episode was produced by Chris Egusa, who also composed our theme song and credits music, Production help from Francesca Fenzi. It was edited by Chris Hambrick. The Close All Tabs team also includes producer Maya Cueva and audio engineer, Brendan Willard. Additional music by APM. Audience engagement support from Maha Sanad. Jen Chien is our director of podcasts and Ethan Toven Lindsey is our editor-in-chief.\u003c/span>\u003c/p>\n\u003cp>\u003cspan style=\"font-weight: 400\">Some members of the KQED podcast team are represented by the Screen Actors Guild, American Federation of Television and Radio Artists, San Francisco Northern California Local. This episode’s keyboard sounds were submitted by Alex Tran Alex Tran, and recorded on his white Epomaker Hi75 keyboard with Fogruaden red samurai keycaps and gateron milky yellow pro v2 switches. Thanks for listening.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">There was a really interesting study in 2023 that got quite a bit of attention. And it looked at how Uber was charging customers more if their phone battery was sunk. Like, you got to get in that Uber before your phone dies. As someone who is always on low battery mode.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Morgan Sung: \u003c/b>\u003cspan style=\"font-weight: 400\">I would never remember to charge my phone.\u003c/span>\u003c/p>\n\u003cp>\u003cb>Lindsay Owens: \u003c/b>\u003cspan style=\"font-weight: 400\">Me neither. It’s like really scary to think about that one.\u003c/span>\u003c/p>\n\u003cp>\u003cem>Correction: A previous version of this story misidentified the organization Lindsay Owens runs. It is Groundwork Collaborative, not Groundwork Collection. The story has been updated.\u003c/em>\u003c/p>\n\u003cp>\u003c/p>\n\u003c/div>"
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"slug": "retiring-savings-retirement-planning-california-bay-area",
"title": "Didn’t Save Enough for Retirement? Here’s How to Afford Aging in the Bay Area",
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"content": "\u003cp>\u003cem>This story is part of \u003c/em>\u003ca href=\"https://www.kqed.org/affordability\">\u003cem>How We Get By\u003c/em>\u003c/a>\u003cem>, a KQED series exploring how people are coping with rising costs in the Bay Area and California. Find the \u003c/em>\u003ca href=\"https://www.kqed.org/affordability\">\u003cem>full series here\u003c/em>\u003c/a>\u003cem>.\u003c/em>\u003c/p>\n\u003cp>At 74, Teresa Chan is still working.\u003c/p>\n\u003cp>When she started thinking about retirement about a decade ago, Chan realized that financially, she still didn’t feel ready to live without a regular income. “I did not prepare,” she said. “I had no money. If I had money, I would have bought a home, but that was not possible.”\u003c/p>\n\u003cp>For more than 30 years, Chan has worked in various administrative jobs in San Francisco — most recently in a remote data entry role. Through it all, paying rent and healthcare — for her family, as well as herself— were always her biggest expenses.\u003c/p>\n\u003cp>“I had nothing to save after paying my bills,” she said, even with her Social Security benefits, which she began receiving at 66 after she reached full retirement age.\u003c/p>\n\u003cp>[ad fullwidth]\u003c/p>\n\u003cp>Last year, Chan moved from San Francisco to an apartment in Contra Costa County to save on housing costs. And she doesn’t plan to ever stop working. It’s her best way to support herself and hopefully save enough to one day visit her mother — who is now in her 90s — in Hong Kong, she said.\u003c/p>\n\u003cp>“While I can still have the job, then I want to work,” Chan said, although she said that she wishes she had another option. “Maybe I’ll quit if I win the lottery.”\u003c/p>\n\u003cfigure id=\"attachment_11953002\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-11953002\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2023/06/RS66300_230613-SFMarinFoodPantry-11-BL-KQED.jpg\" alt=\"A woman with white hair and a warm coat picks through a huge box of ears of corn in a paved outdoor area where lots of other people are also circulating.\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2023/06/RS66300_230613-SFMarinFoodPantry-11-BL-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2023/06/RS66300_230613-SFMarinFoodPantry-11-BL-KQED-800x533.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/10/2023/06/RS66300_230613-SFMarinFoodPantry-11-BL-KQED-1020x680.jpg 1020w, https://cdn.kqed.org/wp-content/uploads/sites/10/2023/06/RS66300_230613-SFMarinFoodPantry-11-BL-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2023/06/RS66300_230613-SFMarinFoodPantry-11-BL-KQED-1536x1024.jpg 1536w, https://cdn.kqed.org/wp-content/uploads/sites/10/2023/06/RS66300_230613-SFMarinFoodPantry-11-BL-KQED-1920x1280.jpg 1920w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Volunteers distribute food items at a San Francisco-Marin Food Bank pop-up pantry in the Richmond District of San Francisco on June 13, 2023. \u003ccite>(Beth LaBerge/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>Chan is not alone. According to federal data from the \u003ca href=\"https://www.gao.gov/financial-security-older-americans\">Government Accountability Office\u003c/a> (GAO), about half of households nationwide with a worker aged 55 or older had no retirement savings. And like her, more seniors are \u003ca href=\"https://www.gao.gov/blog/older-americans-are-working-longer-how-do-we-support-them\">staying in the workforce longer\u003c/a>, downsizing and depending more than ever on family and social services to meet essential needs.\u003c/p>\n\u003cp>But if you’re already approaching your 60s and don’t have much saved, what options are available for potentially changing that?\u003c/p>\n\u003cp>KQED reached out to financial advisers and groups that serve seniors to better understand what older adults with fewer savings in the Bay Area are doing to make retirement possible.\u003c/p>\n\u003ch2>In the Bay Area, inequalities before and after retirement\u003c/h2>\n\u003cp>Planning for retirement is even more difficult for low-income older adults — \u003ca href=\"https://www.gao.gov/assets/gao-23-105342.pdf\">only 15%\u003c/a> of this group report having anything saved at all.\u003c/p>\n\u003cp>The GAO also found that \u003ca href=\"https://www.gao.gov/assets/gao-23-105342.pdf\">lower-income workers are effectively shut out\u003c/a> from workplace retirement accounts, such as 401(k)s. By contrast, higher earners consistently have greater access to these kinds of accounts and usually receive larger employer contributions.\u003c/p>\n\u003cp>And the Bay Area’s high cost of living makes preparing for retirement even more complicated, said Vanessa Merlano Sittauer, director of Santa Clara County’s Department of Aging and Adult Services. “We need to talk about retirement [in] the greater context of what it’s like to live in a place like the Bay Area,” she said.\u003c/p>\n\u003cfigure id=\"attachment_11986980\" class=\"wp-caption aligncenter\" style=\"max-width: 1920px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"wp-image-11986980 size-full\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2024/05/PXL_20240520_185856861_qut.jpg\" alt=\"\" width=\"1920\" height=\"1446\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2024/05/PXL_20240520_185856861_qut.jpg 1920w, https://cdn.kqed.org/wp-content/uploads/sites/10/2024/05/PXL_20240520_185856861_qut-800x603.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/10/2024/05/PXL_20240520_185856861_qut-1020x768.jpg 1020w, https://cdn.kqed.org/wp-content/uploads/sites/10/2024/05/PXL_20240520_185856861_qut-160x121.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2024/05/PXL_20240520_185856861_qut-1536x1157.jpg 1536w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\">\u003cfigcaption class=\"wp-caption-text\">People gathered at a rally on May 20, 2024, in support of a San Francisco proposal to expand funding for affordable housing for seniors and others with low incomes. \u003ccite>(Joe Fitzgerald Rodriguez/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>Sittauer points to data from the research publication \u003ca href=\"https://jointventure.org/images/stories/pdf/index2026-jvsv.pdf\">Silicon Valley Index\u003c/a> that shows that more that 40% of renters ages 18-64 across the South Bay and the Peninsula are severely rent burdened — meaning that at least half of their monthly income pays housing costs. For residents older than 65, that number climbs to 67%.\u003c/p>\n\u003cp>But if living in the Bay Area means spending more on housing — along with \u003ca href=\"https://www.kqed.org/news/12075761/when-child-care-costs-half-a-paycheck-bay-area-parents-must-choose-kids-or-career\">childcare\u003c/a>, \u003ca href=\"https://www.kqed.org/news/12081471/driving-in-the-bay-area-is-essential-for-many-its-only-gotten-more-expensive\">transportation\u003c/a>, \u003ca href=\"https://www.kqed.org/news/12082251/after-the-one-big-beautiful-bill-free-clinics-are-stepping-up\">healthcare\u003c/a> and almost everything else — younger people \u003ca href=\"https://www.reddit.com/r/AskSF/comments/1t5or0s/retirement_in_sf_as_a_lifelong_renter_whats_the\">are asking\u003c/a> if it’s even \u003cem>possible \u003c/em>to retire here when not much is left over at the end of every month.\u003c/p>\n\u003ch2>What does retirement planning with less time look like?\u003c/h2>\n\u003cp>Starting to plan for retirement in your 50s can feel overwhelming, said Matt Gellene, head of Specialized Consumer Client Solutions for Bank of America. “But the first and most important step is to be honest about your full financial picture,” he said.\u003c/p>\n\u003cp>“Take a full inventory: what you have saved, what you owe, what you expect from Social Security, and what you want retirement to look like,” he said.\u003c/p>\n\u003ch2>Plan out your spending — and debt payments\u003c/h2>\n\u003cp>Think carefully about the debt you have \u003cem>now\u003c/em>, Gellene said. “High-interest debt can erode retirement readiness faster than many people realize,” he said. “Paying down that debt in the years before retirement reduces the monthly income you’ll need to cover fixed costs once you stop working.”\u003c/p>\n\u003cp>Even setting a realistic monthly budget now that limits lifestyle expenses can help down the road. Many Bay Area public libraries offer \u003ca href=\"https://advisersgiveback.org/sf-library/\">free workshops with financial advisers\u003c/a> who can help you figure out what you can start cutting back on now.\u003c/p>\n\u003cfigure id=\"attachment_11946480\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"wp-image-11946480 size-full\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2023/04/GettyImages-1400799758-scaled-e1779405949186.jpg\" alt=\"A woman sits at her kitchen table and sifts through documents, looking concerned. Next to her is her opened laptop.\" width=\"2000\" height=\"1334\">\u003cfigcaption class=\"wp-caption-text\">According to federal data from the Government Accountability Office (GAO), about half of households nationwide with a worker aged 55 or older had no retirement savings. \u003ccite>(MoMo Productions/Getty Images)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>United Way Bay Area, known by many in the region for its\u003ca href=\"https://www.kqed.org/news/11909786/how-to-find-free-tax-help-near-you-and-prepare-everything-you-need-for-your-appointment\"> free tax filing services\u003c/a>, also runs a network of free financial coaching centers known as \u003ca href=\"https://uwba.org/what-we-do/sparkpoint-program/\">SparkPoint\u003c/a>.\u003c/p>\n\u003cp>There are centers in San Francisco, Alameda, Contra Costa, San Mateo and Marin counties, where financial coaches can help with making plans to achieve long-term goals like reducing debt and growing savings.\u003c/p>\n\u003ch2>Know your options if you need to continue working\u003c/h2>\n\u003cp>Seniors who feel they are not ready to leave the workforce but are looking for a job with more flexibility can also contact \u003ca href=\"https://www.selfhelpelderly.org/\">Self-Help for the Elderly\u003c/a>, a nonprofit organization that provides seniors in San Francisco, Santa Clara and San Mateo counties with housing, food and other social services.\u003c/p>\n\u003cp>“We train older workers as home health aides, housekeepers and restaurant workers,” CEO Anni Chung said. Seniors who are trained as housekeepers, for example, can work a few hours a week for several different clients. Multiple trainings for \u003ca href=\"https://www.selfhelpelderly.org/our-services/employment-services/job-placements-and-employment-training\">this older worker program\u003c/a> are held throughout the year.\u003c/p>\n\u003ch2>Remember healthcare costs\u003c/h2>\n\u003cp>Another huge retirement expense to consider is healthcare costs. Seniors with Medicare may still have to pay monthly premiums and deductibles, depending on what coverage plan they sign up for. Medicare Part A, which does not charge monthly premiums and covers major hospital bills, \u003ca href=\"https://www.cms.gov/newsroom/fact-sheets/2026-medicare-parts-b-premiums-deductibles\">still comes with deductibles\u003c/a> that beneficiaries pay if they are admitted to the hospital.\u003c/p>\n\u003cp>Other Medicare options can cover additional medical expenses, like lab tests and medication, but those plans come with monthly premiums. And researchers have found that out-of-pocket healthcare expenses increase significantly \u003ca href=\"https://pmc.ncbi.nlm.nih.gov/articles/PMC3614143/\">for Medicare recipients\u003c/a> in the last years of life, and most individuals are considered \u003ca href=\"https://jamanetwork.com/journals/jama/fullarticle/2686318\">high-need, high-cost patients\u003c/a> prior to death.\u003c/p>\n\u003cfigure id=\"attachment_12058933\" class=\"wp-caption aligncenter\" style=\"max-width: 1829px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"wp-image-12058933 size-full\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2025/10/125841436_qed.jpg\" alt=\"\" width=\"1829\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2025/10/125841436_qed.jpg 1829w, https://cdn.kqed.org/wp-content/uploads/sites/10/2025/10/125841436_qed-160x117.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2025/10/125841436_qed-1536x1119.jpg 1536w\" sizes=\"auto, (max-width: 1829px) 100vw, 1829px\">\u003cfigcaption class=\"wp-caption-text\">Protestors carry signs as they demonstrate against proposed cuts to Medi-Cal and Medicare outside San Francisco city hall on Sept. 21, 2011, in San Francisco, California. \u003ccite>(Justin Sullivan/Getty Images)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>You can start preparing for medical expenses now with a health savings account, or HSA. This kind of savings account “offers what we call triple tax savings,” said Gellene from Bank of America. “Your money goes in pre-tax, it can grow tax-free if you invest it and you can withdraw it tax-free for qualified medical expenses.”\u003c/p>\n\u003cp>And if you can save a little more in the next few years, there may still be some options to make what you have grow. If you have one, Gellene recommends maxing out your 401(k) — that is, contributing as much as the IRS allows you to — especially if your employer offers a match.\u003c/p>\n\u003cp>“That’s essentially free money, and you don’t want to leave any of it on the table,” he said.\u003c/p>\n\u003ch2>Think about where you’ll live\u003c/h2>\n\u003cp>At a recent \u003ca href=\"https://www.instagram.com/p/DWlMAlHFX9N/\">affordable housing fair\u003c/a> in San Francisco, several seniors had the same question for Anni Chung, from Self-Help for the Elderly. “Either their spouse or other family members have passed away, and they can’t keep up with the rent just on their own.”\u003c/p>\n\u003cp>When the biggest expense is housing, Chung and her team help seniors apply for affordable housing via \u003ca href=\"https://housing.sfgov.org/\">San Francisco’s Dahlia portal\u003c/a>, where eligible residents can enter different lotteries for affordable apartments or studios. The available units listed can sometimes be smaller than where seniors lived when they had a full-time job, Chung said.[aside postID=news_12082251 hero='https://cdn.kqed.org/wp-content/uploads/sites/10/2026/04/033126Free-Clinics-Brentwood_GH_012_qed.jpg']Some financial advisers shared with KQED that often, clients are able to bring their living expenses way down when they plan for retirement far from California. The state consistently ranks as one of the most expensive places for long-term care services. For example, the \u003ca href=\"https://assets.carescout.com/x/5c90319b6a/298701.pdf\">median monthly price\u003c/a> for a private room in a nursing home in California is about $15,000 — compared to roughly $10,000 in Ohio and $7,600 in Texas.\u003c/p>\n\u003cp>Another option for some seniors is moving in with their adult children. In many circumstances, this is an ideal arrangement for all parties. “They take care of each other, and it’s one big happy family,” Chung said. But even in these cases, she said it’s important to set up clear expectations about living together — especially if a family is already living in a smaller Bay Area apartment.\u003c/p>\n\u003cp>And even if actual cohabitation isn’t on the table, it’s still important to maintain family connections and support, Chung said. “If living with family is complicated, then the seniors would rather have their own place but still have a good relationship with the family,” she said.\u003c/p>\n\u003cp>If someone has little savings in the bank but was able to buy a home earlier in their life, they can also look into home-sharing programs like \u003ca href=\"https://frontporch.net/live/home-match/#request-info\">Home Match\u003c/a>. This program in San Francisco, Alameda, Contra Costa and Marin counties connects homeowners with folks looking to rent a room or an accessory dwelling unit on their property.\u003c/p>\n\u003cp>As they figure out next steps, Bay Area seniors should remember they can consult — and lean on — groups like Self-Help for the Elderly, Chung said. “We need our seniors. We don’t want to see them have to move,” she said.\u003c/p>\n\u003cp>“They worked hard here. They should enjoy their golden years here.”\u003c/p>\n\u003cp>[ad floatright]\u003c/p>\n",
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"excerpt": "Many older adults in the region are working longer, moving to smaller homes in cheaper places and depending more than ever on social services.",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003cp>\u003cem>This story is part of \u003c/em>\u003ca href=\"https://www.kqed.org/affordability\">\u003cem>How We Get By\u003c/em>\u003c/a>\u003cem>, a KQED series exploring how people are coping with rising costs in the Bay Area and California. Find the \u003c/em>\u003ca href=\"https://www.kqed.org/affordability\">\u003cem>full series here\u003c/em>\u003c/a>\u003cem>.\u003c/em>\u003c/p>\n\u003cp>At 74, Teresa Chan is still working.\u003c/p>\n\u003cp>When she started thinking about retirement about a decade ago, Chan realized that financially, she still didn’t feel ready to live without a regular income. “I did not prepare,” she said. “I had no money. If I had money, I would have bought a home, but that was not possible.”\u003c/p>\n\u003cp>For more than 30 years, Chan has worked in various administrative jobs in San Francisco — most recently in a remote data entry role. Through it all, paying rent and healthcare — for her family, as well as herself— were always her biggest expenses.\u003c/p>\n\u003cp>“I had nothing to save after paying my bills,” she said, even with her Social Security benefits, which she began receiving at 66 after she reached full retirement age.\u003c/p>\n\u003cp>\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>\u003c/p>\n\u003cp>Last year, Chan moved from San Francisco to an apartment in Contra Costa County to save on housing costs. And she doesn’t plan to ever stop working. It’s her best way to support herself and hopefully save enough to one day visit her mother — who is now in her 90s — in Hong Kong, she said.\u003c/p>\n\u003cp>“While I can still have the job, then I want to work,” Chan said, although she said that she wishes she had another option. “Maybe I’ll quit if I win the lottery.”\u003c/p>\n\u003cfigure id=\"attachment_11953002\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-11953002\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2023/06/RS66300_230613-SFMarinFoodPantry-11-BL-KQED.jpg\" alt=\"A woman with white hair and a warm coat picks through a huge box of ears of corn in a paved outdoor area where lots of other people are also circulating.\" width=\"2000\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2023/06/RS66300_230613-SFMarinFoodPantry-11-BL-KQED.jpg 2000w, https://cdn.kqed.org/wp-content/uploads/sites/10/2023/06/RS66300_230613-SFMarinFoodPantry-11-BL-KQED-800x533.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/10/2023/06/RS66300_230613-SFMarinFoodPantry-11-BL-KQED-1020x680.jpg 1020w, https://cdn.kqed.org/wp-content/uploads/sites/10/2023/06/RS66300_230613-SFMarinFoodPantry-11-BL-KQED-160x107.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2023/06/RS66300_230613-SFMarinFoodPantry-11-BL-KQED-1536x1024.jpg 1536w, https://cdn.kqed.org/wp-content/uploads/sites/10/2023/06/RS66300_230613-SFMarinFoodPantry-11-BL-KQED-1920x1280.jpg 1920w\" sizes=\"auto, (max-width: 2000px) 100vw, 2000px\">\u003cfigcaption class=\"wp-caption-text\">Volunteers distribute food items at a San Francisco-Marin Food Bank pop-up pantry in the Richmond District of San Francisco on June 13, 2023. \u003ccite>(Beth LaBerge/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>Chan is not alone. According to federal data from the \u003ca href=\"https://www.gao.gov/financial-security-older-americans\">Government Accountability Office\u003c/a> (GAO), about half of households nationwide with a worker aged 55 or older had no retirement savings. And like her, more seniors are \u003ca href=\"https://www.gao.gov/blog/older-americans-are-working-longer-how-do-we-support-them\">staying in the workforce longer\u003c/a>, downsizing and depending more than ever on family and social services to meet essential needs.\u003c/p>\n\u003cp>But if you’re already approaching your 60s and don’t have much saved, what options are available for potentially changing that?\u003c/p>\n\u003cp>KQED reached out to financial advisers and groups that serve seniors to better understand what older adults with fewer savings in the Bay Area are doing to make retirement possible.\u003c/p>\n\u003ch2>In the Bay Area, inequalities before and after retirement\u003c/h2>\n\u003cp>Planning for retirement is even more difficult for low-income older adults — \u003ca href=\"https://www.gao.gov/assets/gao-23-105342.pdf\">only 15%\u003c/a> of this group report having anything saved at all.\u003c/p>\n\u003cp>The GAO also found that \u003ca href=\"https://www.gao.gov/assets/gao-23-105342.pdf\">lower-income workers are effectively shut out\u003c/a> from workplace retirement accounts, such as 401(k)s. By contrast, higher earners consistently have greater access to these kinds of accounts and usually receive larger employer contributions.\u003c/p>\n\u003cp>And the Bay Area’s high cost of living makes preparing for retirement even more complicated, said Vanessa Merlano Sittauer, director of Santa Clara County’s Department of Aging and Adult Services. “We need to talk about retirement [in] the greater context of what it’s like to live in a place like the Bay Area,” she said.\u003c/p>\n\u003cfigure id=\"attachment_11986980\" class=\"wp-caption aligncenter\" style=\"max-width: 1920px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"wp-image-11986980 size-full\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2024/05/PXL_20240520_185856861_qut.jpg\" alt=\"\" width=\"1920\" height=\"1446\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2024/05/PXL_20240520_185856861_qut.jpg 1920w, https://cdn.kqed.org/wp-content/uploads/sites/10/2024/05/PXL_20240520_185856861_qut-800x603.jpg 800w, https://cdn.kqed.org/wp-content/uploads/sites/10/2024/05/PXL_20240520_185856861_qut-1020x768.jpg 1020w, https://cdn.kqed.org/wp-content/uploads/sites/10/2024/05/PXL_20240520_185856861_qut-160x121.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2024/05/PXL_20240520_185856861_qut-1536x1157.jpg 1536w\" sizes=\"auto, (max-width: 1920px) 100vw, 1920px\">\u003cfigcaption class=\"wp-caption-text\">People gathered at a rally on May 20, 2024, in support of a San Francisco proposal to expand funding for affordable housing for seniors and others with low incomes. \u003ccite>(Joe Fitzgerald Rodriguez/KQED)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>Sittauer points to data from the research publication \u003ca href=\"https://jointventure.org/images/stories/pdf/index2026-jvsv.pdf\">Silicon Valley Index\u003c/a> that shows that more that 40% of renters ages 18-64 across the South Bay and the Peninsula are severely rent burdened — meaning that at least half of their monthly income pays housing costs. For residents older than 65, that number climbs to 67%.\u003c/p>\n\u003cp>But if living in the Bay Area means spending more on housing — along with \u003ca href=\"https://www.kqed.org/news/12075761/when-child-care-costs-half-a-paycheck-bay-area-parents-must-choose-kids-or-career\">childcare\u003c/a>, \u003ca href=\"https://www.kqed.org/news/12081471/driving-in-the-bay-area-is-essential-for-many-its-only-gotten-more-expensive\">transportation\u003c/a>, \u003ca href=\"https://www.kqed.org/news/12082251/after-the-one-big-beautiful-bill-free-clinics-are-stepping-up\">healthcare\u003c/a> and almost everything else — younger people \u003ca href=\"https://www.reddit.com/r/AskSF/comments/1t5or0s/retirement_in_sf_as_a_lifelong_renter_whats_the\">are asking\u003c/a> if it’s even \u003cem>possible \u003c/em>to retire here when not much is left over at the end of every month.\u003c/p>\n\u003ch2>What does retirement planning with less time look like?\u003c/h2>\n\u003cp>Starting to plan for retirement in your 50s can feel overwhelming, said Matt Gellene, head of Specialized Consumer Client Solutions for Bank of America. “But the first and most important step is to be honest about your full financial picture,” he said.\u003c/p>\n\u003cp>“Take a full inventory: what you have saved, what you owe, what you expect from Social Security, and what you want retirement to look like,” he said.\u003c/p>\n\u003ch2>Plan out your spending — and debt payments\u003c/h2>\n\u003cp>Think carefully about the debt you have \u003cem>now\u003c/em>, Gellene said. “High-interest debt can erode retirement readiness faster than many people realize,” he said. “Paying down that debt in the years before retirement reduces the monthly income you’ll need to cover fixed costs once you stop working.”\u003c/p>\n\u003cp>Even setting a realistic monthly budget now that limits lifestyle expenses can help down the road. Many Bay Area public libraries offer \u003ca href=\"https://advisersgiveback.org/sf-library/\">free workshops with financial advisers\u003c/a> who can help you figure out what you can start cutting back on now.\u003c/p>\n\u003cfigure id=\"attachment_11946480\" class=\"wp-caption aligncenter\" style=\"max-width: 2000px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"wp-image-11946480 size-full\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2023/04/GettyImages-1400799758-scaled-e1779405949186.jpg\" alt=\"A woman sits at her kitchen table and sifts through documents, looking concerned. Next to her is her opened laptop.\" width=\"2000\" height=\"1334\">\u003cfigcaption class=\"wp-caption-text\">According to federal data from the Government Accountability Office (GAO), about half of households nationwide with a worker aged 55 or older had no retirement savings. \u003ccite>(MoMo Productions/Getty Images)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>United Way Bay Area, known by many in the region for its\u003ca href=\"https://www.kqed.org/news/11909786/how-to-find-free-tax-help-near-you-and-prepare-everything-you-need-for-your-appointment\"> free tax filing services\u003c/a>, also runs a network of free financial coaching centers known as \u003ca href=\"https://uwba.org/what-we-do/sparkpoint-program/\">SparkPoint\u003c/a>.\u003c/p>\n\u003cp>There are centers in San Francisco, Alameda, Contra Costa, San Mateo and Marin counties, where financial coaches can help with making plans to achieve long-term goals like reducing debt and growing savings.\u003c/p>\n\u003ch2>Know your options if you need to continue working\u003c/h2>\n\u003cp>Seniors who feel they are not ready to leave the workforce but are looking for a job with more flexibility can also contact \u003ca href=\"https://www.selfhelpelderly.org/\">Self-Help for the Elderly\u003c/a>, a nonprofit organization that provides seniors in San Francisco, Santa Clara and San Mateo counties with housing, food and other social services.\u003c/p>\n\u003cp>“We train older workers as home health aides, housekeepers and restaurant workers,” CEO Anni Chung said. Seniors who are trained as housekeepers, for example, can work a few hours a week for several different clients. Multiple trainings for \u003ca href=\"https://www.selfhelpelderly.org/our-services/employment-services/job-placements-and-employment-training\">this older worker program\u003c/a> are held throughout the year.\u003c/p>\n\u003ch2>Remember healthcare costs\u003c/h2>\n\u003cp>Another huge retirement expense to consider is healthcare costs. Seniors with Medicare may still have to pay monthly premiums and deductibles, depending on what coverage plan they sign up for. Medicare Part A, which does not charge monthly premiums and covers major hospital bills, \u003ca href=\"https://www.cms.gov/newsroom/fact-sheets/2026-medicare-parts-b-premiums-deductibles\">still comes with deductibles\u003c/a> that beneficiaries pay if they are admitted to the hospital.\u003c/p>\n\u003cp>Other Medicare options can cover additional medical expenses, like lab tests and medication, but those plans come with monthly premiums. And researchers have found that out-of-pocket healthcare expenses increase significantly \u003ca href=\"https://pmc.ncbi.nlm.nih.gov/articles/PMC3614143/\">for Medicare recipients\u003c/a> in the last years of life, and most individuals are considered \u003ca href=\"https://jamanetwork.com/journals/jama/fullarticle/2686318\">high-need, high-cost patients\u003c/a> prior to death.\u003c/p>\n\u003cfigure id=\"attachment_12058933\" class=\"wp-caption aligncenter\" style=\"max-width: 1829px\">\u003cimg loading=\"lazy\" decoding=\"async\" class=\"wp-image-12058933 size-full\" src=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2025/10/125841436_qed.jpg\" alt=\"\" width=\"1829\" height=\"1333\" srcset=\"https://cdn.kqed.org/wp-content/uploads/sites/10/2025/10/125841436_qed.jpg 1829w, https://cdn.kqed.org/wp-content/uploads/sites/10/2025/10/125841436_qed-160x117.jpg 160w, https://cdn.kqed.org/wp-content/uploads/sites/10/2025/10/125841436_qed-1536x1119.jpg 1536w\" sizes=\"auto, (max-width: 1829px) 100vw, 1829px\">\u003cfigcaption class=\"wp-caption-text\">Protestors carry signs as they demonstrate against proposed cuts to Medi-Cal and Medicare outside San Francisco city hall on Sept. 21, 2011, in San Francisco, California. \u003ccite>(Justin Sullivan/Getty Images)\u003c/cite>\u003c/figcaption>\u003c/figure>\n\u003cp>You can start preparing for medical expenses now with a health savings account, or HSA. This kind of savings account “offers what we call triple tax savings,” said Gellene from Bank of America. “Your money goes in pre-tax, it can grow tax-free if you invest it and you can withdraw it tax-free for qualified medical expenses.”\u003c/p>\n\u003cp>And if you can save a little more in the next few years, there may still be some options to make what you have grow. If you have one, Gellene recommends maxing out your 401(k) — that is, contributing as much as the IRS allows you to — especially if your employer offers a match.\u003c/p>\n\u003cp>“That’s essentially free money, and you don’t want to leave any of it on the table,” he said.\u003c/p>\n\u003ch2>Think about where you’ll live\u003c/h2>\n\u003cp>At a recent \u003ca href=\"https://www.instagram.com/p/DWlMAlHFX9N/\">affordable housing fair\u003c/a> in San Francisco, several seniors had the same question for Anni Chung, from Self-Help for the Elderly. “Either their spouse or other family members have passed away, and they can’t keep up with the rent just on their own.”\u003c/p>\n\u003cp>When the biggest expense is housing, Chung and her team help seniors apply for affordable housing via \u003ca href=\"https://housing.sfgov.org/\">San Francisco’s Dahlia portal\u003c/a>, where eligible residents can enter different lotteries for affordable apartments or studios. The available units listed can sometimes be smaller than where seniors lived when they had a full-time job, Chung said.\u003c/p>\u003c/div>",
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"content": "\u003cdiv class=\"post-body\">\u003cp>Some financial advisers shared with KQED that often, clients are able to bring their living expenses way down when they plan for retirement far from California. The state consistently ranks as one of the most expensive places for long-term care services. For example, the \u003ca href=\"https://assets.carescout.com/x/5c90319b6a/298701.pdf\">median monthly price\u003c/a> for a private room in a nursing home in California is about $15,000 — compared to roughly $10,000 in Ohio and $7,600 in Texas.\u003c/p>\n\u003cp>Another option for some seniors is moving in with their adult children. In many circumstances, this is an ideal arrangement for all parties. “They take care of each other, and it’s one big happy family,” Chung said. But even in these cases, she said it’s important to set up clear expectations about living together — especially if a family is already living in a smaller Bay Area apartment.\u003c/p>\n\u003cp>And even if actual cohabitation isn’t on the table, it’s still important to maintain family connections and support, Chung said. “If living with family is complicated, then the seniors would rather have their own place but still have a good relationship with the family,” she said.\u003c/p>\n\u003cp>If someone has little savings in the bank but was able to buy a home earlier in their life, they can also look into home-sharing programs like \u003ca href=\"https://frontporch.net/live/home-match/#request-info\">Home Match\u003c/a>. This program in San Francisco, Alameda, Contra Costa and Marin counties connects homeowners with folks looking to rent a room or an accessory dwelling unit on their property.\u003c/p>\n\u003cp>As they figure out next steps, Bay Area seniors should remember they can consult — and lean on — groups like Self-Help for the Elderly, Chung said. “We need our seniors. We don’t want to see them have to move,” she said.\u003c/p>\n\u003cp>“They worked hard here. They should enjoy their golden years here.”\u003c/p>\n\u003cp>\u003c/p>\u003c/div>",
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"info": "What kind of no sabo word is Hyphenación? For us, it’s about living within a hyphenation. Like being a third-gen Mexican-American from the Texas border now living that Bay Area Chicano life. Like Xorje! Each week we bring together a couple of hyphenated Latinos to talk all about personal life choices: family, careers, relationships, belonging … everything is on the table. ",
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"info": "The Political Mind of Jerry Brown brings listeners the wisdom of the former Governor, Mayor, and presidential candidate. Scott Shafer interviewed Brown for more than 40 hours, covering the former governor's life and half-century in the political game – and Brown has some lessons he'd like to share. ",
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"info": "Our flagship program, helmed by Kai Ryssdal, examines what the day in money delivered, through stories, conversations, newsworthy numbers and more. Updated Monday through Friday at about 3:30 p.m. PT.",
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"mindshift": {
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"info": "The MindShift podcast explores the innovations in education that are shaping how kids learn. Hosts Ki Sung and Katrina Schwartz introduce listeners to educators, researchers, parents and students who are developing effective ways to improve how kids learn. We cover topics like how fed-up administrators are developing surprising tactics to deal with classroom disruptions; how listening to podcasts are helping kids develop reading skills; the consequences of overparenting; and why interdisciplinary learning can engage students on all ends of the traditional achievement spectrum. This podcast is part of the MindShift education site, a division of KQED News. KQED is an NPR/PBS member station based in San Francisco. You can also visit the MindShift website for episodes and supplemental blog posts or tweet us \u003ca href=\"https://twitter.com/MindShiftKQED\">@MindShiftKQED\u003c/a> or visit us at \u003ca href=\"/mindshift\">MindShift.KQED.org\u003c/a>",
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"order": 12
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"info": "\u003cem>Morning Edition\u003c/em> takes listeners around the country and the world with multi-faceted stories and commentaries every weekday. Hosts Steve Inskeep, David Greene and Rachel Martin bring you the latest breaking news and features to prepare you for the day.",
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"onourwatch": {
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"info": "For decades, the process for how police police themselves has been inconsistent – if not opaque. In some states, like California, these proceedings were completely hidden. After a new police transparency law unsealed scores of internal affairs files, our reporters set out to examine these cases and the shadow world of police discipline. On Our Watch brings listeners into the rooms where officers are questioned and witnesses are interrogated to find out who this system is really protecting. Is it the officers, or the public they've sworn to serve?",
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"title": "Political Breakdown",
"tagline": "Politics from a personal perspective",
"info": "Political Breakdown is a new series that explores the political intersection of California and the nation. Each week hosts Scott Shafer and Marisa Lagos are joined with a new special guest to unpack politics -- with personality — and offer an insider’s glimpse at how politics happens.",
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"possible": {
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"title": "Possible",
"info": "Possible is hosted by entrepreneur Reid Hoffman and writer Aria Finger. Together in Possible, Hoffman and Finger lead enlightening discussions about building a brighter collective future. The show features interviews with visionary guests like Trevor Noah, Sam Altman and Janette Sadik-Khan. Possible paints an optimistic portrait of the world we can create through science, policy, business, art and our shared humanity. It asks: What if everything goes right for once? How can we get there? Each episode also includes a short fiction story generated by advanced AI GPT-4, serving as a thought-provoking springboard to speculate how humanity could leverage technology for good.",
"airtime": "SUN 2pm",
"imageSrc": "https://cdn.kqed.org/wp-content/uploads/2024/04/Possible-Podcast-Tile-360x360-1.jpg",
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},
"pri-the-world": {
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"title": "PRI's The World: Latest Edition",
"info": "Each weekday, host Marco Werman and his team of producers bring you the world's most interesting stories in an hour of radio that reminds us just how small our planet really is.",
"airtime": "MON-FRI 2pm-3pm",
"imageSrc": "https://cdn.kqed.org/wp-content/uploads/2024/04/The-World-Podcast-Tile-360x360-1.jpg",
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},
"radiolab": {
"id": "radiolab",
"title": "Radiolab",
"info": "A two-time Peabody Award-winner, Radiolab is an investigation told through sounds and stories, and centered around one big idea. In the Radiolab world, information sounds like music and science and culture collide. Hosted by Jad Abumrad and Robert Krulwich, the show is designed for listeners who demand skepticism, but appreciate wonder. WNYC Studios is the producer of other leading podcasts including Freakonomics Radio, Death, Sex & Money, On the Media and many more.",
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},
"reveal": {
"id": "reveal",
"title": "Reveal",
"info": "Created by The Center for Investigative Reporting and PRX, Reveal is public radios first one-hour weekly radio show and podcast dedicated to investigative reporting. Credible, fact based and without a partisan agenda, Reveal combines the power and artistry of driveway moment storytelling with data-rich reporting on critically important issues. The result is stories that inform and inspire, arming our listeners with information to right injustices, hold the powerful accountable and improve lives.Reveal is hosted by Al Letson and showcases the award-winning work of CIR and newsrooms large and small across the nation. In a radio and podcast market crowded with choices, Reveal focuses on important and often surprising stories that illuminate the world for our listeners.",
"airtime": "SAT 4pm-5pm",
"imageSrc": "https://ww2.kqed.org/radio/wp-content/uploads/sites/50/2018/04/reveal300px.png",
"officialWebsiteLink": "https://www.revealnews.org/episodes/",
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"source": "npr"
},
"link": "/radio/program/reveal",
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"rss": "http://feeds.revealradio.org/revealpodcast"
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},
"rightnowish": {
"id": "rightnowish",
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