By John Ferrannini

Sarah Madland, the new head of the San Francisco Recreation and Parks Department, is entering her position promising transparency and that everyone will have the opportunity to express feedback.

“I think it’s important to communicate early and often,” said Madland, who was appointed general manager of Rec and Parks by San Francisco Mayor Daniel Lurie on May 13. “We want to ensure people feel like they are aware and have an opportunity to share their thoughts and express feedback.”

Madland said this in response to a question about controversies under her longtime predecessor, Phil Ginsburg. Ginsburg stepped down at the end of last year after upsetting some in the westside community with his handling of the Upper Great Highway’s transformation into Sunset Dunes park, as well as being slow to share information about the San Francisco Parks Alliance’s financial implosion, which led to community organizations losing money they had raised.

Madland said that Rec and Parks depends on community partners – particularly in its PROSAC, or Park, Recreation and Open Space Advisory Committee – to share information and “make sure people are getting the information they want and need from the department.”

Madland encourages community members to sign up for Rec and Parks’ e-newsletter each Wednesday.

“It goes to a couple hundred thousand households, and has information on events, policies, meetings, you name it,” she said. To sign up, visit the Rec and Parks website sfrecpark.org and click “eNews Signup.”

Lurie expressed his utmost confidence in Madland in a statement.

“Our parks offer exceptional, affordable opportunities for San Francisco families, powering our Family Opportunity Agenda and helping to drive our economic recovery. The next era for recreation and parks will ensure that every family, in every neighborhood, feels these spaces belong to them,” the mayor stated. “Sarah Madland understands that the ‘rec’ in Rec and Park matters just as much as the parks themselves, and that is the type of leadership she will bring to our world-class park system.”

Among the recreation opportunities Lurie promotes is the Outside Lands music festival, the next edition of which will be in Golden Gate Park from Aug. 7-9, with headliners Charlie XCX, Rüfüs Du Sol and the Strokes.

Greg W. Perloff, the CEO of festival promoter Another Planet Entertainment, called Madland “an inspired choice.”

“She understands that parks are where San Francisco comes together; for music, culture, recreation and community,” Perloff stated. “Sarah brings energy, creativity and a real love for this City, and I think she’ll help make San Francisco not only run better, but be more vibrant and fun for everyone who lives and visits here.”

Madland lives in Mill Valley with her family. She was previously Rec and Parks director of policy and public affairs, and has more than 16 years of experience in the department.

“I feel prepared in that I know the issues, I know the players and I know how we work, our strengths and weaknesses,” she said. “I don’t have as steep of a learning curve, so to speak, as I would if I hadn’t been here integrated into all of our critical decisions over the past sixteen-and-a-half years, but obviously, it is a different role, and I look forward to getting into it.”

Madland said she wants to focus on uplifting recreation programs so the public is more aware of the opportunities they have for photography, ceramics, tai chi and other activities at city parks.

She also expressed that westsiders have a lot to look forward to in their parks.

“The South Sunset Club renovation is in progress, and that renovation in addition to a variety of things like a new restroom or rooftop, will help Self-Help for the Elderly, our tenant in that location, and we’re expecting that to be done relatively soon,” she said, adding that the child play area at the Sunset Recreation Center is being resurfaced.

“I’m super excited about something that will be done later this year – the Golden Gate Park Senior Center outdoor recreation area, a flexible fitness area with space for tai chi, yoga and zumba,” she continued. “There’s some upgrades at Sava Pool that will make it a lot nicer for users – not particularly flashy, but there will be a good impact on users.”

Madland also wanted to call attention to the fact there are seven summer camps on the westside.

Asked about any particularly fond San Francisco park memories, Madland said, “We love all our children the same, right?” She added she has good childhood memories of the botanical gardens in Golden Gate Park.

Anni Chung, executive director of Self-Help for the Elderly, stated that Madland will be “exceptional.”

“She is accessible, passionate about her work, and deeply cares about her team at Rec and Park,” Chung stated. “At our very first meeting, I asked for her support in four areas, and she acted on them immediately. Our community is excited to partner with Sarah as she leads the department forward.”