Luxe apartment complex NEMA, whose ridiculous and vaguely offensive marketing efforts have already inspired plenty of blog ire as well as a satirical Twitter account, published a map of San Francisco on their website that seems to want to pretend that gays and Chinese Americans don't exist here anymore.

The map, which you can see above as it was three days ago, turns the Castro into "Eureka Valley/Dolores Heights" and washes over Chinatown altogether. It appears to be a co-opting of the neighborhood designations made by the San Francisco Association of Realtors and MLS a few years ago on this map, because realtors also like to pretend there's no such thing as The Castro, for all the man-sex and dildo shops that that name connotes. But it's another fine example of how NEMA's marketing team is clueless.

After Twitterer EC and Vanishing SF called out the map, and after the satirical Rent Enema mocked it, the NEMA folks quickly published a new map which you can see below. Now there is no Eureka Valley, only The Castro in big letters, and they managed to squeeze Chinatown in there after all.

Nice work, everyone. Can't wait for the next gaff.





[Vanishing SF via Bold Italic]