The goal of the Fisherman’s Wharf Retail Strategy Study (“Retail Strategy”) is to develop a proactive plan to provide guidance to property owners, merchants, developers, policy makers, and those who consult with these groups on developing a successful and thriving retail mix and vibrant community in the Fisherman’s Wharf area.


Objectives of the Retail Strategy include, but are not limited to, the following: 

  1. To develop a market profile of the Project Area including leakage study information, demographics, vacancy rate information, interviews with brokers and any other relevant or necessary data. This research will help the FWCBD better understand the preferences and habits of the customer base. 
  2. To develop and implement survey tools to better understand the users of the Project Area, and how they “use” the Project Area, including customers, merchants, employees, visitors, residents, etc.
  3. Thorough analysis of all data, surveys, etc. to create a final Retail Strategy for the Project Area.  The Retail Strategy will include a detailed and comprehensive analysis of retail inventory and vacancies in the Project Area and the barriers to leasing in the existing vacant spaces.   Lastly, the Retail Strategy will include a road map on how to fill vacancies, what types are best suited to certain areas and an implementation plan.
  4. The plan will also provide guidelines to finesse the current streetscape aesthetic.

The Fisherman's Wharf Retail Strategy Document (FWRSD) will contain analysis based upon, but not limited to the following:

  • The current retail mix in the district and a SWOT analysis
  • Why businesses stay in the district
  • The current retail inventory and vacancy                                                                              
  • The challenges businesses have and guidance on meeting those challenges
  • Types of businesses that should be actively pursued/supported or avoided
  • A list of businesses that stakeholders would like to see in the district
  • Interviews of neighborhood stakeholders about the history of our retail landscape, current circumstances and what contributes to their success
  • How small businesses can be encouraged in the district
  • Retail “nodes” in the district and suggestions on businesses best suited to those nodes
  • The retail profile of residents and visitors
  • The physical elements that affect one’s experience in our district.
  • Business owners’ perceived visitor behavior versus actual behaviors.
  • An evaluation of the exterior business conditions, design, displa and signage
  • Interviews with brokers, property owners and vacated business owners to document the issue of vacancy and why properties are vacant
  • An Analysis of property ownership
  • Projections about the retail landscape in a 10-year time frame