The Fisherman’s Wharf Community Benefit District (FWCBD) and Port of San Francisco today announced the latest enhancements to the transformative Fisherman’s Wharf Promenade project. This exciting expansion introduces vibrant new artistic elements, a new beverage destination, and enhanced amenities that advance Fisherman’s Wharf’s economic vitality while complementing the Port’s broader Fisherman’s Wharf Forward initiative.
The Fisherman’s Wharf Promenade stretches from the corner of Powell and Jefferson streets at Pier 43 to Musée Mécanique at Pier 45, offering breathtaking views of Alcatraz and the Bay while providing an enhanced experience.
Highlights Include:
Berry’s Boba Now Open: The wait is finally over—Berry’s Boba & Matcha is now open in Fisherman’s Wharf, offering boba, matcha, and coffee beverages on the Promenade near the iconic SkyStar Wheel. This new beverage operator joins the growing roster of unique pop-up experiences along the Promenade.
Welcome Center Activation: The teal blue container kiosk at Powell and Jefferson streets is now fully operational, providing comprehensive visitor support, attraction ticket sales, and an interactive photo booth experience.
New Ground Mural Installation: A stunning new ground mural now graces the Promenade walkway, installed June 4-6 through a community painting event in partnership with Street Plans. Following last summer’s successful installation of new pergolas, planters, and playful seating, this latest addition celebrates the area’s rich maritime heritage with vibrant clusters of fish native to the Bay and species important to the Wharf’s commercial and sportfishing industry, including lingcod, California halibut, King salmon, albacore tuna, and leopard sharks. The colorful installation, created with participation from local volunteers, makes public art accessible to all visitors while transforming the walkway into an engaging public space that honors the authentic fishing heritage that defines Fisherman’s Wharf.
San Franpsycho Pop-up Success: The local apparel brand known for its San Francisco-inspired clothing and accessories was the first operator to open in the FWCBD’s pop-up program, launching in October 2024. The successful pop-up location continues to offer visitors authentic local merchandise and unique SF-themed gear.
Several major artistic enhancements are scheduled for completion in 2025:
SkyStar Wheel Fence Mural: A collaborative mural project will transform the fence surrounding the popular SkyStar Wheel, featuring maritime-themed artwork that complements the ground mural design concept on the Promenade.
Crab Wheel Plaza Light Canopy: Under consideration is a dynamic artistic light installation that will create a vibrant evening destination at the heart of Fisherman’s Wharf. This programmable lighting system from Limbic Media will sync with music during annual Pier Party concerts while complementing the SkyStar Wheel's nightly illuminations.
Musée Mécanique Plaza Sculpture: The Port is working to secure a large-scale sculpture for temporary display in the Musée Mécanique Plaza at Pier 45. The sculpture, Desert Shark by Peter Hazel, will be one of a dozen public art pieces that will be installed along the waterfront beginning this fall.
Strategic Partnership
This expansion builds on the FWCBD’s successful partnership with the Port of San Francisco and proven track record in community engagement and beautification expertise. The Promenade project complements the Port's multi-phase Fisherman's Wharf Forward program, which will transform the area into a new destination that reconnects visitors to the Inner Lagoon while implementing critical seismic and sea level rise protections to preserve this historic waterfront for future generations. These most recent enhancements are supported through a grant agreement with the Port that began in 2023 and was recently extended by the Port Commission through 2026.
Community-Driven Success
“These wonderful additions represent the continued evolution of our vision for Fisherman’s Wharf,” said Bri Maughan, Executive Director of the FWCBD. “The artistic and experiential enhancements build on our previous work with the Port, creating an even more dynamic and engaging environment that celebrates both our maritime heritage and our innovative spirit. Our partnership with the Port allows us to think bigger and create lasting impact.”
“These newest enhancements further enliven the area and help set the stage for more great things to come with Fisherman’s Wharf Forward, which will uplift the enduring magic of the neighborhood,” said Elaine Forbes, Executive Director of the Port of San Francisco. “Working with the Fisherman’s Wharf CBD, the Port continues to advance projects that are inclusive and support what makes the Wharf so special.”
“Fisherman's Wharf is one of San Francisco's most iconic neighborhoods and an essential part of our city's economy,” said District 3 Supervisor Danny Sauter. “With these investments, we're bringing new life to the waterfront while strengthening critical infrastructure and supporting our small businesses.”
Continued Economic Resurgence
As these newest enhancements come alive, Fisherman’s Wharf continues its resurgence. The Fisherman’s Wharf neighborhood attracted more than 12.5 million people in 2024, making it the most visited destination in San Francisco, according to Placer.ai figures. The enhancements complement the area’s exciting restaurant openings, with an impressive lineup of new dining options set to open by early 2026,
including acclaimed Oakland barbecue destination Everett & Jones and Salvadoran restaurant Chasca Rio taking over two adjacent iconic spaces.
The artistic installations and enhanced amenities align with the broader goals of the Fisherman's Wharf Forward initiative of creating a more resilient, attractive, and economically vibrant waterfront district. The project maintains a careful balance between honoring the area’s authentic fishing industry heritage while embracing its role as a world-class tourist destination.
Community Impact and Future Vision
The Promenade project continues to demonstrate the power of collaborative community development and the FWCBD’s leadership in creating visitor experiences that benefit both tourists and residents. As the Port advances its comprehensive Fisherman’s Wharf Forward strategy, the FWCBD remains committed to its role in community engagement, beautification excellence, and supporting local businesses through enhanced foot traffic and economic activity.
“This is exactly what our community stakeholders have been asking for - timely action that helps our businesses thrive and keeps momentum building,” said Taryn Hoppe, FWCBD Board Chair and Fisherman’s Wharf business owner. “The FWCBD’s continued partnership with the Port creates opportunities for even greater impact as we work together on Inner Lagoon beautification and support the broader waterfront
transformation vision.”
Looking Ahead
With these latest enhancements now underway, the FWCBD continues planning for future projects that will include additional community-driven programming opportunities, expanded partnerships with local artists and businesses, and continued collaboration with the Port on the broader Fisherman’s Wharf Forward initiative. The success of the Promenade serves as a model for community-led waterfront development that respects historical character while embracing innovation and community engagement.
For more information about the Fisherman’s Wharf Promenade, visit: fishermanswharf.org/about-us/promenade/
For more information about Fisherman’s Wharf Forward: sfport.com/fwforward
About Fisherman’s Wharf Community Benefit District: Established in 2005, the Fisherman’s Wharf Community Benefit District (FWCBD) is a 501c(3) non-profit public benefit corporation dedicated to promoting, maintaining, and advancing Fisherman’s Wharf as a world-class waterfront destination. The FWCBD oversees a lively 30-block district, focusing on enhancing public spaces, ensuring clean and safe streets, and bolstering local businesses to create an exceptional experience for both visitors and residents alike. As the #1 attraction in San Francisco, the Wharf welcomes an average of 800,000 domestic visitors monthly, with seasonal peaks during summer months reaching 1.3-1.4 million, and more than 1.5 million international visitors annually. For more information on the FWCBD, go to www.fishermanswharf.org.
About Fisherman’s Wharf: Fisherman’s Wharf, San Francisco's most visited destination with 12.5 million visitors in 2024, is a world-renowned tourist destination located in San Francisco, California. Known for its history, culture, delicious cuisine, and picturesque views of the waterfront, Fisherman’s Wharf offers a unique and captivating experience for visitors and locals alike.
PR Contacts:
Cecile Gregoire
Director of Communications
FWCBD
cecile@fwcbd.com
Eric Young
Director of Communications
Port of San Francisco
eric.young@sfport.com