Vinnee Tong, writing for KQED News, on San Francisco's hotly-debated nickname:
Just try dropping that word into conversation these days and see what kind of response you get. Chances are good the nickname will be met with a healthy dose of side-eye, a grimace or even a slap on the wrist.
Frisco is the nickname we love to hate.
I dislike "Frisco"—worse even is "San Fran." I've lived in the Bay Area my entire life, San Francisco for the last three years. I don't know what out-of-towners do, but regionally speaking, I've only ever heard San Francisco referred to as "The City." Again, a regional colloquialism. Anything else sounds wrong; if not "The City," I just call it "San Francisco."