By Mauricio Segura June 16, 2025
Photo: Webador Stock
San Francisco’s iconic Fisherman’s Wharf, which draws around 12 million visitors annually, is getting a much-needed refresh. The Port of San Francisco has launched a $10 million revitalization plan called “Fisherman’s Wharf Forward.” The goal: to breathe new life into this historic waterfront while preserving its salty charm and boosting its resilience against the challenges of the future.
The project, billed as one of the city’s most ambitious waterfront upgrades in decades, will roll out in two major phases. The first phase kicks off this fall and is expected to be completed by summer 2026. Plans include transforming the former Alioto’s Restaurant on Taylor Street into a public plaza, adding an overlook along Al Scoma Way to reconnect visitors with the Inner Lagoon, and installing dramatic lighting to highlight historic fishing vessels at night. The makeover will also create vibrant spaces for public events, designed to attract both tourists and locals year-round.
But the improvements go deeper than just aesthetics. The second phase of the plan, scheduled to unfold through 2033, will focus on strengthening the Wharf’s infrastructure. That means seismic upgrades to aging piers and wharves, new flood protections, and modernized facilities for the area’s commercial fishing fleet. There’s also a plan to introduce updated retail and restaurant spaces, designed with input from the community to ensure the Wharf retains its unique character.
City leaders are framing this as more than just a beautification project. Mayor Daniel Lurie called the effort a major economic investment that balances modernization with preservation. Port Commission President Gail Gilman noted the new initiative builds on the lessons and momentum gained during the pandemic, when pop-up businesses and creative public spaces helped keep the Wharf afloat during tough times.
What sets this project apart is its dedication to honoring the past while embracing the future. Fisherman’s Wharf has long been a symbol of San Francisco’s maritime culture, from its fleet of working fishing boats to its generations-old seafood businesses. This revitalization aims to keep that tradition alive while upgrading the experience for modern visitors. That includes better signage, improved access to waterfront views, and new cultural programming to highlight the area’s diverse history.
Recent data underscores the importance of the Wharf to San Francisco’s identity. In 2024, it ranked as the city’s most visited neighborhood, even as other tourist districts struggled to bounce back. But aging infrastructure and seismic vulnerabilities continue to threaten its long-term viability. Without reinvestment, more properties could face closure, like the now-shuttered Pier 54, which was deemed unsafe due to structural issues.
The $10 million project is being funded largely through Port revenue from rents and leases. Because the Port doesn’t receive funding from the city’s general fund, it relies heavily on partnerships with private businesses to maintain and upgrade public assets. This approach helps ensure the Wharf remains a place where working fishers, family-run restaurants, and visitors from around the world can continue to coexist.
Public input has played a major role in shaping the plan. City agencies held numerous community meetings to gather feedback on what locals and stakeholders wanted for the future of the Wharf. That dialogue will continue throughout the project’s second phase, which will take a deeper look at long-term resilience, especially in the face of rising sea levels and increased seismic risk.
Fisherman’s Wharf Forward is slated for a key Port Commission hearing in June, with construction of the first phase beginning in the fall. If all goes as planned, the full vision of a safer, stronger, and more vibrant Wharf will be realized by 2033.
In a city known for reinvention, the Wharf’s next chapter promises to keep one foot firmly planted in tradition, while stepping confidently into the future.
