This holiday season, MerryTime at the Wharf is the place to be to get into the festive spirit! As San Francisco's most visited neighborhood, Fisherman’s Wharf invites everyone to make merry memories along the pier through twinkling lights, decorated trees, festive menus, and cheer-filled tours. 

As you take in the sights and sounds of the Wharf, be sure to shop small, dine local, and toast the season by supporting our independent businesses. With so much in store, it's truly a MerryTime at The Wharf! 

PIER 39 holiday tree 2023Crab Wheel Sign and PIER 39 Tree Illuminate with Holiday Magic – November to January

Fisherman's Wharf sparkles even brighter this season as two of its iconic landmarks glow with yuletide cheer. The famous Crab Wheel sign at Taylor and Jefferson Streets gets a festive makeover, with crimson and emerald-colored lights outlining its wheel against the night sky. Gaze in wonder at the vibrant marine-life murals that now surround the plaza, depicting a lively pod of playful sea creatures. Nearby at PIER 39, a towering 60-foot, live Christmas tree radiates a warm and welcoming light for all who visit.

Crab Wheel Selfie - Augmented Reality CrabSnap, Dance, Crab!

Dive into the New AR Vibes – Download the Snapchat Filter and Bust a Move with Our Animated Crab Pal!

Dive into a sea of fun with the Wharf’s latest augmented reality experience with the iconic Dungeness crab dressed in holiday flair stealing the spotlight! Watch in awe as the crab comes to life, playfully emerging from the renowned crab wheel sign, and busting some moves. Bring the family, snap some elf-ies, and get ready for a crab-tivating experience.

When you arrive at the Crab Wheel, scan the QR code on the ground, and see the crab come to life on Snapchat!


MerryTime at the Wharf - San Francisco Crab Wheel and SkyStar WheelFisherman's Wharf Unveils SkyStar Wheel and Nightly Holiday Light Show 

Experience the grand debut of the SkyStar Wheel Fisherman’s Wharf and Holiday Light Show, offering breathtaking cityscape views. As the latest addition to this iconic neighborhood, it sets the stage for unforgettable waterfront adventures. After sunset, the nightly Holiday Light Show transforms the area into a festive wonderland, casting a vibrant glow over attractions and shops with more than 1 million LED lights. Whether for a romantic evening, family outing, or lively gathering, Fisherman's Wharf, with the SkyStar Wheel and Holiday Light Show, is the ideal setting for creating festive memories.  

Make it an evening out by starting off with craft cocktails and shared plates at The Socialite Crafthouse & Kitchen, the exciting new bar and eatery located right across from the Ferris wheel on Jefferson Street. Then take a spin over a million dazzling lights when you soar 150 feet above in your heated gondola.  

Annual Boat Parade: Lovely Martha in Fisherman's Wharf San FranciscoSt. Francis Yacht Club 2023 Lighted Boat Parade - A Festive, Nautical Event - December 15 at 6 PM

See San Francisco’s sparkling holiday boat parade along the Embarcadero on December 15th at 6 PM when festively lit vessels from the St. Francis Yacht Club sail by. Catch glimpses of garland-draped sailboats to mega-yachts outlined in twinkling bulbs. Prime viewing spots include PIER 39, SkyStar Fisherman's Wharf Ferris Wheel, Pier 43 Ferry Arch, Aquatic Park, and the Marina Green to witness these floating spectacles bedazzled for the season. Rain or shine, enjoy the magic from the shore as boaters compete for the best holiday decorations during this beloved 28-year tradition.  

Deck the Halls with Boughs of Holly-Day Menus - Restaurants  

This holiday season, enjoy celebratory dining with prix-fixe options, seasonal à la carte specials, and festive menus that embody the merriment of the season throughout Fisherman's Wharf.  

Hard Rock Cafe's Thanksgiving Turkey Dinner

A rockin’ Thanksgiving feast awaits at Hard Rock Cafe San Francisco! Slow-roast your holiday over a prix-fixe spread with juicy sliced turkey, smooth sweet potato mash, savory stuffing and all the classic fixings. Locals and guests alike are welcome at this table for only $30.99. Keep the little rockstars happy too with a $12.95 kids’ Thanksgiving dinner. Complete the ultimate lineup with Hard Rock’s crisp Cranberry Smash cocktail packed with a refreshing ginger kick or go the à la mode route with a slice of traditional pumpkin pie and a towering swirl of whipped cream for $9.95. 


“The Blackberry Rocker” Holiday Happy Hour  

This holiday season, Hard Rock Cafe is bringing some extra cheer with its latest star cocktail collaboration - The Blackberry Rocker - featuring Dwayne "The Rock" Johnson's acclaimed Teremana™ Tequila. Sweet blackberries and fragrant rosemary are artfully combined with the ultra-premium Reposado tequila, cranberry juice, and lime for a spirit both smooth and festive. Topped with a torched sprig of rosemary and juicy blackberry garnish, The Blackberry Rocker offers warm notes of the holidays. Sip the good tidings of the season with this jolly crafted libation, currently rockin' the house at Hard Rock San Francisco for $15 a glass!  


Blue Mermaid's New Chef & Holiday Menu Specials - December 24 - 25

There's a new chef stirring up seafood magic at Argonaut’s Blue Mermaid Restaurant. Welcoming Chef Amod Singh as their new Chef-In-Residence, Blue Mermaid will delight palates with Chef Singh's refined culinary prowess honed from decades in Michelin kitchens. Chef Singh brings a fresh, seasonal tasting menu to Blue Mermaid's classic seafood dishes like the signature Crab Louis and homemade clam chowders. With holiday flavors incorporated into elevated California cuisine, Blue Mermaid Restaurant invites you to dive into a magical three-course pre-fixe menu this Christmas Eve and Christmas Day. Available from 12-8PM on December 24th and 25th for $75 per person, start off your meal by selecting one starter like the Flavor “Bomb” Hamachi with citrus dressing, curried yogurt and tamarind candy or a decadent lobster and aged cheddar casserole baked in cream. Next, move onto Blue Mermaid’s main event starring the Fisherman’s Wharf famous cioppino brimming with the freshest shellfish catches or tender beef tenderloin glazed with truffles and veal jus. Final touches on this festive meal include sweet endings like mango mousse with tropical fruit variations or warm banana cake soaked in eggnog anglaise. With Christmas spirits in both the food and drink, Blue Mermaid’s holiday menu makes jingle bell wishes come true in San Francisco. Reserve your table today for the most wonderful time of the year at Fisherman’s Wharf! 


Scoma's Vintage Eggnog

This holiday season, Scoma's Restaurant carries on its time-honored tradition of serving velvety, homemade eggnog aged to boozy perfection over a full year. This Vintage Eggnog blends aromatic Diplomatico Mantuano rum with sherries and brandy for a beautifully balanced, warming wintertime treat. One sip transports you to the holidays of yesteryear. 

New this year, patrons can purchase a bottle of this sweetly spiced specialty to enjoy at home or gift to other nostalgia-loving friends. Customers can opt to drink their eggnog solo or as a "Nog-Tini" with a caramel rim accompanied by a jaunty candy cane swizzle stick. However you choose to sip this holiday cheer elixir, Scoma's Vintage Eggnog promises comfort, joy, and a little holiday magic in each glass! 



Cioppino's Restaurant has been a beloved Fisherman's Wharf dining tradition since 1997. Enjoy San Francisco's signature seafood stew - Cioppino - brimming with fresh crab and fish on their festive terrace. Or savor a taste of the extensive Italian and seafood menu from this 5th generation local family. With an atmosphere as warm as their Wharf Bloody Mary garnished with plump prawns, it's no wonder Cioppino's remains a classic San Francisco destination.