In the span of his 25 years affiliated with the Potrero Dogpatch Merchants Association (PDMA) – first as a member, then as president – Keith Goldstein can’t remember one contentious moment.
“We’ve always had a very harmonious association,” he said. “I’ve been to other merchants’ associations across the City, and I’ve noticed there are often intense arguments around issues.”
Launched in the late-1980s, PDMA advocates on behalf of local small businesses, opposing growth of franchises, helping members navigate municipal regulations, and supporting neighborhood-friendly public policies. The association was initially known as the Potrero Hill Association of Merchants and Businesses. Goldstein was inspired to join by a postcard inviting him to a meeting.
“I made the mistake of asking a question and making a couple of comments, and then I was asked to join the board,” he said.
The president at the time, Phil De Andrade, Goat Hill Pizza co-owner, eventually solicited Goldstein to succeed him, which he did.
“I’ve known Keith for most of my merchant life on Potrero Hill. I met him at a meeting of what later became PDMA,” said De Andrade. “My greatest success as president of the Merchants was to find Keith as my successor. Keith is the personification of the concept of “repairing the world.””
Goldstein is no stranger to nonprofit organizations and trade associations. He was the president of the Sealant, Waterproofing, and Restoration Institute. He co-founded and served as president of Nepal SEEDS, which provides funding for schools, water delivery systems, and environmental and health services projects in Nepal.
One of Goldstein’s first presidential acts at PDMA was to recommend a name change.
“I noticed things were happening in Dogpatch; new businesses were starting and creative people were moving there,” he said. “I suggested renaming it to the Potrero Dogpatch Merchants Association to attract more new businesses.”
At one point, PDMA was San Francisco’s largest merchants’ association, with 120 active members. The number has since shrunk to roughly 45 dues-paying members. Goldstein credits the pandemic with the shrinkage.
“During COVID, people seemed less interested in joining community organizations,” he said. “I noticed that across the board; people became more insular and focused on handling their own businesses.”
Goldstein, who is coping with health challenges, notified the board in April that he was stepping down as president
“It seems like the time to move on,” he said.
The association has yet to identify a new president and has gone dormant pending a leadership revitalization.
During the pandemic, PDMA was the first organization to create a database of local businesses, when they were open and how to support them. The Association collaborated with the City to close 18th Street on weekends and hired musicians and artists to reinvigorate the commercial corridor. More recently, PDMA obtained an Avenue Greenlight grant to install string lights along the corridor, which were activated in May.
Goldstein co-chairs the Potrero Hill Festival, an annual street celebration that takes place on the third Saturday in October. He’s the primary fundraiser for the event and one of its largest contributors. Last year, the festival raised $30,000, with $10,000 each donated to Daniel Webster and Starr King elementary schools, as well as the Potrero Hill Neighborhood House after-school program.
Each December, PDMA hires a Santa to distribute presents to children.
“I love being such a part of the community,” he said. “I love being engaged with neighbors trying to make a difference.”
Goldstein plans to continue his volunteer work co-chairing the Potrero Hill Festival, functioning as president of Golden Gate Senior Services, serving on Potrero Hill Boosters board, and running Nepal SEEDS.
“My slogan is, ‘Never a dull moment,’” he said.
Jessica Zimmer 
PV Staff 
Mark Steensland 