Multi-year program will reconnect visitors to Inner Lagoon, improve facilities for fishing fleet, advance seismic and sea level rise protections
Contact: media@sfport.com
The Port of San Francisco is announcing a major investment strategy aimed at reinvigorating the heart of Fisherman’s Wharf, the city’s most visited neighborhood. The Port’s multi-phase Fisherman’s Wharf Forward program will create a new destination and reconnect visitors to the Inner Lagoon. It will also advance seismic and sea level rise protections to ensure the historic area remains a vibrant destination for decades to come.
Since the onset of Covid, the Port has prioritized investments in the Wharf’s recovery, including building a modern floating dock along Al Scoma Way to enhance off-the-boat fish sales and waterside excursions, new restaurant leases on Jefferson Street, investing in the Fisherman’s Wharf Community Benefit District, installing new furniture, greenery and pop-up containers on the promenade along Little Embarcadero, and attracting the SkyStar Observation Wheel.
With Fisherman’s Wharf Forward, the Port seeks to complement those previous efforts with a multi-phase strategy to bring investment, new energy, and innovation to the Wharf.
Fisherman’s Wharf Forward will focus on the areas of Taylor and Jefferson streets and the Wharf’s Inner Lagoon. The near-term work – scheduled to be completed by summer 2026 – includes:
- Planning and community engagement,
- Creating a new public plaza on Taylor Street where Alioto’s Restaurant stands now,
- Creating a new Inner Lagoon overlook along Al Scoma Way,
- Adding new lighting in the Inner Lagoon to highlight and celebrate the fishing fleet and historic fishing vessels, and
- Creating new opportunities for events and experiences.
Longer-term efforts will focus on resilience infrastructure designed to adapt Taylor Street and the Inner Lagoon through 2100, 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 enhancements to the public realm. Public outreach and engagement will inform these longer-term efforts.
“Fisherman’s Wharf is one of San Francisco’s most iconic neighborhoods and an essential part of our city’s economy,” said Mayor Daniel Lurie. “With these investments, we’re bringing new life to the waterfront while strengthening critical infrastructure and supporting our small businesses. I want to thank the Port and all our partners for their vision and dedication to making the Wharf an even more vibrant place for generations to come.”
District 3 Supervisor Danny Sauter said, “As one of the most visited places in all of San Francisco, Fisherman’s Wharf is a one-of-a-kind place. The Wharf already offers unique dining, entertainment, and activities. Fisherman’s Wharf Forward will help this prized community move past the impacts of the pandemic so that its lure will continue for generations to come.”
“The Port recognizes the economic and cultural value that the Wharf generates for the City and beyond,” said Elaine Forbes, Executive Director of the Port of San Francisco. “We are excited to embark on this effort, in collaboration with the public and Wharf stakeholders, to buoy the endurable magic of the Wharf.”
“The Port Commission and Port staff have been working together on Wharf recovery, and it's really paying off,” said Port Commission President Gail Gilman. “Fisherman's Wharf Forward will build on that, creating new opportunities for waterfront workers, locals, and tourists alike, while also tackling seismic risks and rising sea levels.”
“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, a Fisherman’s Wharf business owner and Board Chair of the Fisherman’s Wharf Community Benefit District. “We’re thrilled to see the Port investing in these on-the-ground improvements that directly support foot traffic and economic activity. It's a win-win for everyone, including our beloved visitors.”
Fisherman’s Wharf has been part of San Francisco’s identity for most of the last century. The Fisherman’s Wharf neighborhood attracted more than 10 million people in 2024, making it the most visited destination in San Francisco, according to Placer.ai figures. Home to world-renowned restaurants, entertainment venues, the local fishing industry, excursions, a new Promenade, the SkyStar Observation Wheel, and more, the Wharf continues to be an economic engine for San Francisco. Rich in history and character, the Wharf preserves its historical roots and celebrates its heritage through various attractions and events that draw visitors from around the world.
Since 2020, the Port has been focused on the safety, health, and economic recovery from COVID-19 induced impacts on the neighborhood. Despite tremendous and creative efforts to re-lease vacant restaurant space, and activate the area, there is still more to do to improve the economic vitality of the neighborhood. Additionally, in 2020, the Port published the Embarcadero Seawall Multi-Hazard Risk Assessment, which indicated high earthquake risk to buildings on Taylor Street. Despite the Port’s constrained finances, the above factors have driven Port staff to recommend a strategic investment strategy that promises big impact so that Fisherman’s Wharf continues to be an international destination, while growing it to be a local destination too.
The Port has a successful track record of delivering infrastructure that attract people to the waterfront, including the James R. Herman Cruise Terminal at Pier 27, Crane Cove Park, and through public-private partnerships – the Ferry Building Oracle Ballpark, Exploratorium, and Mission Rock.
Since the onset of Covid, the Port has implemented numerous policies and projects to advance economic vibrancy in the Wharf. Examples include:
- Port grants to the Fisherman’s Wharf Community Benefit District to provide rapid investments that will elevate the visitor experience;
- Collaborating with the Fisherman’s Wharf CBD on the Fisherman's Wharf Promenade to revitalize and reimagine the historic Little Embarcadero;
- Rent relief programs for crab and salmon fishers;
- Opening a new ADA-accessible float in Fisherman’s Wharf to support off-the-boat fish sales;
- Relocating the Skystar Observation Wheel to the Wharf; and
- Advancing plans for the Fisherman’s Wharf Revitalized investment
The Port of San Francisco looks forward to kicking off near-term community engagement of Fisherman’s Wharf Forward as early as summer 2025.
Port staff will present Fisherman’s Wharf Forward to the Port Commission on June 10.
See the project page here: sfport.com/fwforward
About the Port of San Francisco
The Port of San Francisco manages 7.5 miles of waterfront that is home to popular destinations and attractions, historic districts, small businesses and robust maritime opportunities. The Port works to advance environmentally and financially sustainable maritime, recreational, and economic opportunities for the City, Bay Area, and California.