Street Plans partnered with the Fisherman’s Wharf Community Benefit District and the Port of San Francisco to revitalize a key stretch of the waterfront in San Francisco’s iconic Fisherman’s Wharf neighborhood. The project centered on designing and delivering a multi-phased placemaking initiative to enhance the visitor experience and support the area’s economic recovery. Funded through an economic recovery grant from the Port of San Francisco, the project combined new amenities, bold design, and community-driven stewardship to attract both locals and tourists while honoring the neighborhood’s maritime character.
Shaped by direct engagement with merchants, residents, and visitors through walking tours, interviews, and workshops, Street Plans created a phased plan for activation and public-space enhancements.
Phase 1, launched in summer 2024, introduced a new pedestrian promenade lined with lush planters, custom pergolas, colorful seating, and four customized shipping containers hosting local pop-up businesses such as San Franpsycho and Berry’s Boba. A staffed welcome kiosk and a mobile kit of playful furniture and games were also deployed to encourage social interaction and increase visitor dwell time.
Phase 2, unveiled in summer 2025, brought a vibrant new layer of identity to the promenade through Asphalt Art. The ground mural Street Plans developed doubles as wayfinding, with four clusters of marine life that celebrate San Francisco Bay’s rich maritime heritage and commercial fishing industry. These colorful visual anchors invite visitors to follow “marine pathways” across the Promenade, encouraging exploration of the district and reinforcing its connection to the Bay.
Street Plans has led all aspects of the project across both phases—from concept design to permitting, procurement, and implementation—ensuring Fisherman’s Wharf continues to evolve as an inclusive, welcoming space for both San Franciscans and visitors from around the world.
