SAN FRANCISCO – Mayor Daniel Lurie today unveiled new concepts to reinvigorate the heart of Fisherman’s Wharf, accelerate the projected growth in tourism, and drive San Francisco’s comeback. The concepts include a planned public plaza on Taylor Street that will create a vibrant new destination and reconnect visitors with the inner lagoon in the city’s most visited neighborhood.
The Fisherman’s Wharf Forward project advances Mayor Lurie’s work to support San Francisco’s recovery. The city is already seeing real momentum, with visitor volume and spending in San Francisco growing since last year, and hotel rooms and convention center bookings nearly 65% higher than in 2024. The Ferry Building is also continuing to attract new restaurants and activations, welcoming a record number of visitors in the second quarter of 2025.
Mayor Lurie’s top priority of keeping streets safe and clean for residents and visitors is supporting the city’s comeback. Early in his administration, the mayor stood up the San Francisco Police Department Hospitality Zone Task Force—and since January, crime has been down 30% citywide and nearly 45% in Union Square and the Financial District. The mayor is also activating public spaces and bringing life back to the streets by creating new entertainment zones in neighborhoods across San Francisco, including one nearby at Pier 39.
“Our administration is creating a city where people want to live, work, and play. Fisherman’s Wharf is one of our most iconic San Francisco destinations and our most visited neighborhood—and our entire city benefits when our tourism sector thrives,” said Mayor Lurie. “We are transforming the wharf into a modern, vibrant public space that will help us continue to attract residents to our waterfront and visitors to our city. These new designs are bringing life back to the neighborhood, and I cannot wait to see Fisherman’s Wharf continue to flourish as this project moves forward.”
As part of the new concept announced today, the public plaza that will be built on the site that housed Alioto’s Restaurant will feature:
- Picnic tables
- Public seating facing the bay
- Pop-up space for retail or beverage service
- A playful seating sculpture
- Signage highlighting the history of the Wharf
- String lighting
- Landscaping elements and wind screens
“Fisherman’s Wharf has long been one of San Francisco’s most iconic destinations, known for its rich history, stunning views, and beloved attractions. But today, too many storefronts sit empty, missing the energy that defines our city,” said District 3 Supervisor Danny Sauter. “The Fisherman’s Wharf Forward plan lays out a bold vision to breathe new life into this neighborhood, ensuring it remains a place of joy and discovery for generations to come. Just as Alioto’s created lasting memories for so many, I believe the new overlook and plaza will become a cherished gathering spot for families to make their own San Francisco stories. I’m excited to see how this plan helps reenergize the Wharf with new public spaces and gives people yet another reason to visit and fall in love with it all over again.”
“This proposal reflects the importance of fishing and the visitor experience in sustaining a vibrant Fisherman’s Wharf,” said Elaine Forbes, Executive Director of the Port of San Francisco. “The plaza reflects community input, allows for flexible use, and is welcoming to everyone. New lighting elements and creating more direct access to the inner lagoon will connect the public to the historic heart of the fishing industry, and to the active fishers today.”
“The new waterfront plaza in place of Alioto's will open up views and strengthen the connection to the fishing industry that makes Fisherman's Wharf so special,” said Taryn Hoppe, Fisherman’s Wharf business owner and Board Chair of the Fisherman’s Wharf Community Benefit District. “It's a winning first step in the effort to bring much-needed investment into the area both short-term and long-term.”
The new plaza will be the first of many new amenities delivered as part of the Fisherman’s Wharf Forward project, which is focused on revitalizing Taylor Street, Jefferson Street, and the wharf’s inner lagoon. Additional near-term work under the Fisherman’s Wharf Forward project, scheduled to be completed by summer 2026, includes the creation of a new inner lagoon overlook along Al Scoma Way and the addition of new lighting in the inner lagoon to celebrate the fishing fleet and historic fishing vessels—allowing for new opportunities for events and experiences.
Alongside these public-facing improvements, the Port is collaborating with local fishers on vital harbor enhancements to strengthen and sustain the fishing industry, which remains essential to the wharf’s identity and long-term success.
“Commercial fishermen and historic boat owners alike are enthusiastic about the Port's proposal to brighten and improve the inner lagoon,” said Sarah Bates, Board Member of the Crab Boat Owners Association. “We are optimistic that this new public space is the first of many infrastructure improvements that will support our working fleet.”
Longer-term efforts of Fisherman’s Wharf Forward will focus on resilience infrastructure designed to adapt Taylor Street and the inner lagoon for the next 75 years, including strengthening or replacing the seawall and wharves, flood-proofing buildings, improving facilities for the fishing fleet and fishing industry, developing and leasing retail spaces, and upgrading the public space. The project will include seismic and sea level rise protections to ensure the historic area remains a vibrant destination for decades.
Port staff conducted public outreach to inform the plaza design, including stakeholder briefings, community meetings, presentations to two community advisory committees, and a public survey. Public outreach and engagement will continue to inform the project. In public outreach sessions, community members and stakeholders indicated they wanted the new plaza to:
- Honor the history of the wharf and preserve its rustic charm
- Allow for flexibility, relaxation, activation, and seating
- Take advantage of the views and proximity to the bay
Next steps for Fisherman’s Wharf Forward’s new plaza include finalizing the design for the new public plaza, securing necessary regulatory permits, and contracting with demolition and construction teams. The Port will continue public outreach in 2025 and beyond.