This is what Herb Caen (a legendary SF columnist) said:
"Caress each Spanish syllable, salute our Italian Saint. Don't say Frisco and don't say San-Fran-Cis-Co. That's the way Easterners, like Larry King pronounce it. It's more like SanfrnSISco."
And those of us who live here don't generally call it San Francisco; we call it "The City."