Fisherman's Wharf Promenade

The Fisherman’s Wharf Promenade is a transformative project designed to revitalize the historic Little Embarcadero in San Francisco. Spanning from Pier 43 to Pier 45, this initiative aims to create a vibrant, family-friendly corridor that enhances the visitor experience and supports local businesses. 

The first phase of the project, installed in the Summer of 2024, featured new container kiosks for pop-up shops including San Franpsycho and Berry's Boba, fresh planters and plantings, and a row of pergolas with colorful seating. 

In the summer of 2025, the team rolled out a new component: Asphalt Art! Now, visitors will see a new ground mural, which celebrates the rich maritime heritage of San Francisco Bay through vibrant clusters of locally significant marine life. Swimming across the Promenade in four locations, the artwork features species vital to our local commercial fishing industry. Each colorful assembly creates a visual anchor point, inviting you to follow these marine pathways to experience Fisherman's Wharf from a new perspective.

This multi-phased project is part of the ongoing investment in the evolution of Fisherman's Wharf, ensuring it remains an inclusive and welcoming space for both tourists and San Francisco residents while supporting the area's economic recovery and growth. By reimagining the use of public spaces, the Fisherman's Wharf Promenade aims to create a more dynamic and inclusive urban environment that encourages community interaction and helps revitalize the area economically.

Join us at the Wharf to check out fresh offerings from new pop-up shops and enjoy the area’s stunning waterfront views. For more information about events and happenings in the area, follow us on social media or sign up for our newsletter here:

This project is made possible by: 

For information on the pop-up kiosk program, please click here. The Fisherman's Wharf Community Benefit District does not have any openings for pop-up operators at this time, but will continue to accept inquires in case of any openings. 

For press/media inquiries, please email info@fwcbd.com. View the 2024 Press Release from the Fisherman's Wharf Community Benefit District below.