Mayor Lurie Unveils Alioto's Plaza in Fisherman's Wharf, Bringing Vibrant New Public Space to City's Most-Visited Neighborhood

SAN FRANCISCO – Mayor Daniel Lurie today celebrated the opening of Alioto’s Plaza in Fisherman's Wharf, honoring a San Francisco landmark with a dynamic new public space that will serve residents, workers, and visitors in the city’s most-visited neighborhood. The project is part of the city’s Fisherman's Wharf Forward initiative, a multi-year effort supporting the long-term reinvigoration of Fisherman's Wharf and the city’s economic recovery. Named after the restaurant that operated on Taylor Street for nearly a century, Alioto's Plaza expands views and access to the wharf's inner harbor, highlights the neighborhood's fishing industry and cultural history, and creates new activation opportunities for residents, visitors, and local businesses.

The newly opened plaza builds on Mayor Lurie's work to accelerate San Francisco's economic recovery and support families with vibrant, activated public spaces. Last week, Mayor Lurie announced that San Francisco is on track to surpass its pre-pandemic record for visitor spending this year—and break that record again in 2027—putting the city on pace for a third straight year of growth in both visitors and spending. Additional investments along the waterfront, including the reimagined five-acre Embarcadero Park honoring former Mayor Art Agnos, will continue to support that momentum. Mayor Lurie is also making San Francisco more welcoming to families under his Family Opportunity Agenda—expanding access to childcare and after-school, supporting the construction of new affordable homes, and upgrading public spaces across the city.

“Fisherman’s Wharf has long shown us what a vibrant waterfront can mean for our city. Today, we are giving people a new reason to return with the opening of Alioto’s Plaza,” said Mayor Lurie. “The wharf is a famous destination, but it’s also a working neighborhood where local businesses support thousands of jobs: when it succeeds, workers earn a living, small businesses grow, and visitor spending helps fund clean and safe streets, public transportation, and parks. Alioto’s Plaza opens the wharf to the water, creating a new place for people to sit and gather, while honoring the fishing industry—proof that even our most established destinations can evolve while holding on to what makes them special. Thank you to the port, the community members who helped shape this project, and everyone who worked to transform this site.”

The new public plaza incorporates elements shaped by community input, including:

• Picnic tables
• Public seating facing the bay
• Pop-up space for retail and beverage service
• A seating sculpture
• Interpretive signage highlighting the history and culture of the wharf
• String lighting
• Landscaping elements

San Francisco’s popular Woods Beer & Wine Co. will begin outdoor service along the edge of the plaza in mid-September and plans to fully open its taproom space later this month, providing a new gathering spot for the community.

“For generations, San Franciscans and visitors from around the world have come to experience the history and excitement of Fisherman’s Wharf,” said Assemblymember Catherine Stefani. “Today, we celebrate a new chapter for this beloved neighborhood by honoring its deep roots in the fishing industry and the countless Italian immigrants and families who helped shape the wharf into the destination we all know and love today. As our city’s waterfront evolves, this plaza will stand as a reminder of the generations who came before us and the legacy they built, right here in the heart of Fisherman’s Wharf.”

“For generations, Fisherman's Wharf has been a place of industry, hospitality, and tourism,” said District 3 Supervisor Danny Sauter. “This legacy continues with the opening of the new Alioto's Plaza. This space promises breathtaking views and room for the next generation to make memories while honoring the names and spaces that have shaped Fisherman's Wharf.”

Alioto’s Plaza is one of several new amenities being delivered through Fisherman's Wharf Forward, through which the city is revitalizing Taylor Street, Jefferson Street, and the wharf’s inner lagoon. A new lagoon overlook along Al Scoma Way, which hosts a weekly fish market, was completed in May 2026. New lighting installations celebrating the fishing fleet and historic vessels in the inner lagoon are planned for winter 2026-2027, creating expanded opportunities for events and visitor experiences.

More than 15 other restaurants and businesses have opened in the neighborhood since 2025, including Humble Sea Brewing, Taco Bell Cantina, Nation's Hamburgers, and Fire and Ice. The wharf has also seen a growing slate of activations that draw locals and visitors throughout the year, including Pier Party at the Wharf, Crab Crawl, Wine Walk, Fleet Fest, and the city's first family-friendly entertainment zone. Last month, Mayor Lurie opened a new Grocery Outlet in North Beach, just a few blocks from the wharf, restoring the neighborhood's access to a full-scale grocery store.

“The wharf has always been a place of activity, energy, and evolution, and the port’s work on Fisherman’s Wharf Forward builds on that legacy,” said Michael Martin, Executive Director of the Port of San Francisco. “Alioto’s Plaza will create a welcoming space for people to gather, while providing a visual connection between the landside and the working waterfront and the fishers who make this place unique. It’s a vision that honors the wharf’s history while creating new ways for everyone to experience and enjoy it.”

Alongside these public-facing improvements, the port is collaborating with local fishers on vital harbor enhancements, such as new berthing piles and repaired electrical infrastructure, to strengthen and sustain the fishing industry, which remains central to the wharf's identity and long-term success.

“Alioto’s Plaza is a wonderful addition to the continuing revitalization of Fisherman’s Wharf,” said Bri Maughan, Executive Director of the Fisherman’s Wharf Community Benefit District. “Beautiful, welcoming public spaces like this are an important part of what makes the wharf both a world-famous destination and a living, working San Francisco neighborhood. We’re thrilled to see this historic location renewed as a place where residents, visitors, and the entire Fisherman’s Wharf community can gather, relax, and enjoy our waterfront.”

Longer-term efforts under Fisherman's Wharf Forward will focus on resilient infrastructure for Taylor Street and the inner lagoon. The project aims to deliver seismic and sea level rise protections and improved facilities for the fishing fleet, ensuring this historic waterfront district remains a vibrant destination for decades to come. Planned improvements include strengthening or replacing the seawall and wharves, adapting the area for sea level rise, improving facilities for the fishing fleet, developing and leasing retail spaces, and upgrading public spaces.