We’re bringing Holiday cheer to the Pier this year! 

Fisherman’s Wharf is the most visited neighborhood in San Francisco and this year locals and visitors alike can come and make new Holiday memories with holiday trees, festive lights, special events, and unique tours. While you explore Fisherman’s Wharf during the holidays make sure to shop, eat and drink while supporting our small businesses. It's a MerryTime at The Wharf!  

2022 Merry Merchant Competition Winners | Holiday Decorating Contest  

Now until January 1, 2023 

Stores, restaurants, and attractions are all feeling merry at the Wharf this year! Take a walk through the Fisherman's Wharf neighborhood and gaze at an array of holiday displays. Selected by a panel of community members, the Fisherman’s Wharf Community Benefit District (FWCBD) is pleased to announce the winners of this year’s very first Merry Merchant Holiday Decorating Contest:  

Judging took place on Friday, Dec. 9 with community member judges Supervisor Aaron Peskin, Chamber of Commerce President Rodney Fong, Travel Writer Stuart Schuffman, and the Fisherman’s Wharf Ambassador Team. Visitors and locals are invited to peruse the Wharf and view more than 20 holiday displays. Congratulations to this year’s Merry Merchant winners!  

Santa’s Cable Car Ride Photoshoot Santa - Cable Car

December 18; December 20; December 21, 2022  

Christmas may be around the corner, but rumor has it Santa Claus has already been spotted in Fisherman’s Wharf! 

Hosted in partnership with the FWCBD and the SFMTA, Santa will be stationed at Cable Car 12 on December 18, December 20 and December 21 from 12:00 PM to 4:00 PM at the Beach and Hyde Street Cable Car turnaround for an iconic photo experience on the cable car. Families across the Bay Area are invited to come out dressed in their holiday best.  

There’s been a long tradition in San Francisco of celebrating the holiday season with cable cars, but this photoshoot will be a first of its kind, where locals and visitors can come down to Fisherman’s Wharf and snap memories with Old Saint Nick on a cable car with some of the best waterfront views in the backdrop. And it’s free! December 18 is already sold out so make sure to sign-up and bring the family to the waterfront for a unique San Francisco treat! 

Segway Tours - Electric Tour CompanyEveryone Is Dressed As Santa Holiday Segway Tour 

NOW until December 24, 2022 

Don’t just enjoy San Francisco’s holiday spectacles – be one! Enjoy the sparkling lights while you delight onlookers as part of a passel of Santas cruising the city on segways! Confuse a few children and disrupt a little traffic on Electric Tour Company’s Santa Holiday Segway Tour. This one-of-a-kind 2.5-hour outing includes Santa suits and beard (you get to keep), yummy hot chocolate, decorated helmets, and holiday music while gliding around beautiful San Francisco. 

Private group tours are available, and all skill levels are welcome! Electric Tour Company offers the best segway training around with one-on-one rider coaching in Umbrella Alley Fisherman’s Wharf, one of the coolest Instagram-friendly spots! Arrive a few minutes early to experience this interactive mural oasis before segueing along the waterfront to PIER 39, through North Beach and Chinatown, and the Embarcadero Center towers. 

Holiday Jeep Tours - San FranciscoPrivate San Francisco Holiday Light Tour By Open-top Jeep 

NOW until December 24, 2022 

Celebrate the season in an open-top Jeep decked out for a holly jolly excursion. This 1.5-hour private group Holiday Lights Tour from 5:00 PM to 7:30 PM includes yummy hot chocolate, candy canes, fuzzy Santa hats, and plenty of sing-along holiday tunes on board. Embark on a fun and unique tour experience with a knowledgeable tour guide who provides commentary while exploring San Francisco's festive-lit locations. 

It's a one-of-a-kind experience that begins in Fisherman’s Wharf at Umbrella Alley “en route” to more than a dozen landmarks including Marina Boulevard, where you’ll take in the glittering Golden Gate Bridge, the Palace of Fine Arts, California Street alongside the decorated cable cars to Nob Hill, the Fairmont Hotel for an opportunity to walk through the two-story gingerbread house inside the decorated lobby, Union Square’s “Winter Wanderland”, the Ferry Building to take in the Bay Lights show on the Bay Bridge, the Embarcadero Center buildings outlined in 17,000 lights, Washington Square and North Beach with illuminated views of Coit Tower, the Christmas Tree at PIER 39, and the world-famous Fisherman’s Wharf crab wheel sign and fishing fleets decked out in holidays lights. What more could you ask for?! 

Jeeps fit six guests plus the driver tour guide. Recommended seating for up to four adults and two children/teens in the third-row seating.  

Holiday - Ghirardelli SquareGhirardelli Square's Winter Wonderland

NOW until December 24, 2022 

Ghirardelli Square has transformed into a Winter Wonderland to kick off the holiday season with 12 action-packed days of celebration, including Photos with Santa on December 13, 17, and 21, outdoor movie screenings in the Fountain Plaza featuring How the Grinch Stole Christmas on December 12, The Nightmare Before Christmas on December 17, and Elf on December 19, a holiday mulled wine tasting experience, a Hanukkah-inspired family-friendly event featuring live glowing music, crafts, games and special menus from the square’s restaurants, and more. 

Join SF Etsy in a free family-friendly DIY holiday card decoration event sponsored by Lola, where you can grab materials and decorate your holiday card, perfect for the gift-giving season. Explore your creativity at Gigi & Rosie’s free ornament decorating workshop; and join Jackson & Polk for a free mistletoe-making activity, followed by a glass of wine on their cozy outdoor patio. 

Linger in the square until sundown to catch the iconic holiday lights with breathtaking views of the Bay. 

Holiday Floating Features by Red & White FleetRed & White Fleet | Holiday Floating Features | Red, White & Green 

December 17, 2022 

This isn't your average movie night...Red & White Fleet is starting a new holiday tradition this month and has partnered with The Roxie to turn their vessel Enhydra into a floating cinema for a limited run of nighttime film cruises on the Bay! Embark on a two-hour twilight cruise while enjoying a classic holiday film. Red & White Fleet’s electric vessel means no engine noise and is a truly one-of-a-kind movie experience with amazing views of the skyline all around.  

Book your tickets now to see Elf on December 17 with a showing at 6:00 PM. The film will also play on indoor screens throughout the vessel and a full cocktail bar with drinks and snacks complete the experience. The ticket price includes complimentary popcorn and hot drinks (coffee, hot chocolate, or tea). 

Hard Rock Cafe at Pier 39Hard Rock Holiday Concert Series 

NOW until January 1, 2023 

There is always something exciting happening at Hard Rock Cafe San Francisco! From local live music to special offers, Hard Rock Café San Francisco is a great place to host a holiday team dinner while enjoying live music of all genres from R&B, Blues, Rock, and Pop. The incredible line-up begins this month with live music by Cadillac Jack, Terrasana, Matt Bolton, Jeff Suburu, Aiden Moore, Aaron Pearson, Harold Day & The Experience, Baz Francis, Lolah, and a special live performance on New Year’s Eve with Speakease, Phantom Power, and School of Rock! Be sure to check out their calendar of events! 

Irish CoffeeSend Buena Vista Cheer By Sleigh This Year  

NOW until December 31, 2022 

From stocking stuffers to treasures to put under the tree, the Buena Vista Gift Shop has you covered this holiday season, with gifts for just about everyone on Santa's “good” list. And whether by reindeer or UPS, they’ll get it shipped for you! 

New in the shop this season are t-shirts, fridge magnets, and greeting cards featuring Buena Vista's exclusive design celebrating the 70th anniversary of their famous Irish coffee, first introduced in November 1952. In addition, they offer an appealing selection of Buena Vista logo apparel, glassware, gift sets, and collectibles. Fans of the Buena Vista and San Francisco will especially appreciate the charming collection of custom, hand-blown holiday ornaments, as well as quality art prints featuring the works of famous artists who’ve paid visual tribute to the Buena Vista, rendered in watercolor, oils, and film.