The Fisherman’s Wharf Community Benefit District (FWCBD) is embarking on its renewal process starting now through 2019. Since 2005, the FWCBD has been stewards of our 30-square block district and has implemented vital marketing, events, advocacy, security, and safety programs to the district. We look for your support and hope that you will chose to renew and expand your commitment to the FWCBD.  

FWCBD Renewal  - Community Meeting

The Fisherman’s Wharf Community Benefit District’s (FWCBD) hosted a Community Meeting on September 12th.  If you were not able to make the meeting, you can download the presentation given at the meeting below.


The Land Side portion of the FWCBD was founded by the business and property owners of this San Francisco neighborhood in November 2005. In December 2006, the FWCBD formed the Port Side business-based community benefit district, which incorporates businesses with leases from the Port of San Francisco. 

The mission of the FWCBD is to preserve and enhance its vast San Francisco waterfront landscape and multi-cultural heritage, while integrating modern efficiencies to enrich the experience of visitors from both near and far through:

  • Market Research

  • Brand and Destination Marketing

  • Sidewalk Operations, Beautification, and Order

  • Traffic and Urban Planning

  • Emergency Preparedness

The district is funded through an annual property assessment on the Land Side and a gross sales assessment on the Port Side. The FWCBD is a 501(c)(3) non-profit organization, which allows it to apply for federal, state, and locally-funded grants, as well as to seek out sponsorships from companies with a philanthropic division.  

Given its broad representation and focused activities, the FWCBD has served as a catalyst for the unification of Fisherman’s Wharf constituents and has successfully supported a number of positive changes in this historic San Francisco neighborhood.  

The FWCBD has an administrative staff of three that includes Troy Campbell (Executive Director), Laura Schaefer (Program Manager), and Rachel Brown (Marketing & Communications Director). The FWCBD also contracts with Block by Block for four full-time ambassadors who provide hospitality, safety, and cleaning services throughout the district. The FWCBD is governed by a 23-member board of directors who set the strategic plans and goals for the organization. Visit our "Board & Staff" page to learn more about the people who work for and on behalf of the FWCBD.  


We envision San Francisco’s Fisherman’s Wharf to be a world-class destination that celebrates its unique history and historical importance in the fishing industry while offering an unparalleled retail, dining, and entertainment experience that showcases the natural beauty of the waterfront.

Walking along the waterfront, visitors will continue to enjoy breathtaking views of the Bay and beyond; they will be inspired by vibrant open spaces filled with live music and entertainment while savoring the tastes and smells of the Wharf—from fresh Dungeness crab and fish in season, to fragrant sourdough bread. Nightlife and year-round events along with perfectly curated retail offerings, including a burgeoning arts district and world-class attractions, will ensure that a vibrant pulse is maintained throughout the district. The ideal balance of dining, shopping, fun and entertainment will make the Wharf a memorable place for all to enjoy.

In summary, Fisherman’s Wharf will be a vibrant place where locals and visitors from around the world will be equally excited to eat, shop, and play from early morning until late into the night. 




Public Realm 


One of the founding principles of the FWCBD was to help improve the public realm, branding, and aesthetics for the district.  Since 2006 the FWCBD has worked towards the long-term vibrancy of our district by assisting, planning and advocating for thoughtful public realm improvements. The biggest accomplishment has been the completion of Phase I of the Jefferson Street Improvement plan.

Projects of note include: 

  • Completion of Jefferson Street Improvement Plan, Phase 1

  • Planning and Securing funding for Jefferson Street Improvement Plan, Phase II

  • Conrad Park Revitalization

  • District Directional Signage

  • Fisherman's Wharf Welcome Signage

Economic Vitality 


Over the years, the FWCBD has worked to compile data to better understand the district, its trends, visitation and impacts. This information has helped with advocacy and for a more intimate understanding of the district. Projects of note include: 

  • 2018 Retail Strategy Report

  • Visitor Intercept Surveys (2006, 2010 & 2014)

  • Installation of Springboard Footfall Counters to measure sidewalk and street traffic



As a collective voice, the FWCBD works to mitigate societal and legislative challenges while building partnerships and coalitions with city agencies and other organizations. Additionally, the FWCBD represents the district’s point of view with city agencies and elected officials. The Executive Director is a member of the following advocacy and working groups:

  • Clean, Safe and Civil Sidewalk Coalition

  • District Attorney / SFPD Crime working group

  • SFNexTstop - Central Subway Advocacy coalition

  • Community Police Advisory Board

  • Port of San Francisco’s Waterfront Working Group



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In order to keep our district a safer place for visitors, workers, and residents, the FWCBD’s has an Ambassador program to address quality of life issues in the District.  The FWCBD also funds extra police and private security officers at peak times as well as ways for the community to share information and interact with law enforcement.  The FWCBD also works closely with the District Attorney’s office and SFPD to get stay away orders for top district offenders.  Projects of note include:  

  • Ambassador Program

  • Security Camera Program

  • SFPD 10B (Off-Duty) Police Program

  • Private Security Officers

  • Park Smart Campaign

  • Annual Security Summit

  • Police Community Meetings (monthly)

  • Townsquared Neighborhood Online Forum



The FWCBD employs four full-time Ambassadors who provide a rapid response to cleanliness issues in the district as well as proactively working seven days a week to keep the district clean.

Ambassador program statistics since it began in 2013 through April 2018:

  • Hospitality Assistance - 87,126

  • Trash (lbs) - 78,803

  • Directions- Total - 61,398

  • Business Contacts - 50,600

  • Pan & Broom Block Faces - 17,247

  • Sitting/Lying on Sidewalk - 11,648

  • Graffiti Removed - Stickers - 11,554

  • Graffiti Removed - Paint - 11,492

  • Public Disturbance - 8,560

  • Street Furniture Cleaned - 8,326

  • Drinking in Public - 7,607

  • Tree Grates Cleaned Out - 6,923

  • Street Performer Interaction - 5,159

  • Camping/Sleeping - 4,453

  • Escorts - 3,915

  • Painting - 3,401

  • Illegal Dumping - 3,149

  • Motorist Directions - 3,068

  • Request for Police/Fire/EMS - 1,084

  • Power Washing - Spot/Stain removal - 549



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With a very robust online presence, a heavily trafficked website, and a Strategic Marketing & Communications Plan, the FWCBD works to maintain its dominance as San Francisco’s number one destination, attracting 16.4 million visitors in 2017. Our social media communications strategy and advertising includes: 


  • Social Media (Facebook, Instagram & Yelp)

  • Fisherman's Wharf Map & Pocket Guide

  • Co-op Advertising

  • Media Familiarization Tours

  • Three Newsletters (Consumer, Community & Travel Trade)

  • Trip Advisor Page Management

  • Yelp Page Management

  • Public Relations - Ongoing

  • Theme-based marketing campaigns




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StreeThe FWCBD both sponsors and produces events at Fisherman’s Wharf to increase interest, traffic, and sales for the district.  

Events of note include:

  • Wharf Fest Street Fair & Chowder Competition

  • Fleet Week Sponsorship

  • 4th of July Sponsorship

  • Lighted Boat Parade

  • Wine Walks

  • Bar & Attraction Treasure Hunt



As a main evacuation point for San Francisco in the event of a large-scale disaster, the FWCBD helps keep the district prepared and trained for emergencies.

Projects of note include: 

  • PIERsafe Program

  • ICS Exercises and Trainings

  • FISHnet Radio

  • Stewardship of the Dept. of Emergency Management's Emergency Shelter Trailer



To help finance programs beyond our annual assessments, the FWCBD raises additional funds through:

  • Grants

  • Fiscal Agent Administrative Fees

  • The District Sponsorship & Event Sponsorship packages


The FWCBD and Fisherman's Wharf has received the following recognition and awards.

Best Place to Take Visitors (2018) - SF Weekly

Best Place to Take Visitors (2018) - SF Weekly

Best CBD in San Francisco (2014) from The Neighborhood Empowerment Network

Best CBD in San Francisco (2014) from The Neighborhood Empowerment Network

Certificate of Excellence (2015, 2016, 2017) - Trip Advisor

Certificate of Excellence (2015, 2016, 2017) - Trip Advisor

Expert's Choice Award (2016, 2017, 2018) - Trip Expert

Expert's Choice Award (2016, 2017, 2018) - Trip Expert

Best Regional Collaborative Marketing Campaign Nomination, Visit California

Best Regional Collaborative Marketing Campaign Nomination, Visit California



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