Issue 1 continued
April 2007
 
   

MARKETING
Kathy Paver & Jan Misch

Research Update
Destination Analysts completed three intercept studies in 2006. The final report provides us with an in depth look at our customer demographics and how they change seasonally. For a look at an overview of this comprehensive report click on www.fishermanswharf.org/wharf_report_final.pdf.

Brand Identity and Logo/Style Guide
Our advertising agency, Lenat and Partners, presented the Marketing Committee numerous logos for Fisherman’s Wharf. The field of hundreds of logo options was methodically narrowed down to the top three choices. These three logos were then tested by Destination Analysts, our market research/
Letter from the President
Treasurer's Report
Committee Reports

website design firm, to determine which was the most popular amongst respondents. Our official logo was selected and is currently being used in all Fisherman’s Wharf advertising, collateral, correspondence and on our web site. Click here for a look at our official logo. If you would like to use the Fisherman’s Wharf logo in you own advertising, menus, and signage and collateral, we have developed a logo style guide. Click here for the style guide. If you have any questions regarding logo usage, please call Karen Bell at (415) 673-3530.

Website Development
A new website which will incorporate the members of the Port-side Business Improvement District, Land-side Community Benefit District and the Fisherman’s Wharf Merchants Association is in the process of being designed by our web design firm, Destination Analysts. This consumer site will also have a members’ section where pertinent information will be posted and available for review. At this time we are in the process of finalizing the site map as well as gathering content to fill our site. Stay posted for further updates.

Marketing Programs
In November and December of 2006, Fisherman’s’ Wharf implemented its first Holiday Lights and Sights promotion. The campaign featured boats festooned with lights in our lagoon, a gingerbread house display and contest, restaurant specials on Tuesdays and visits with Santa (played by our very own fisherman.) Special pages on the Fisherman’s Wharf web site were devoted to promoting our holiday campaign. Then in February of 2007, the Wharf featured Crab Season. Specials for our many seafood restaurants were promoted online and eye-catching crab season banners were installed along The Embarcadero and Jefferson Street. We are now preparing for the Fourth of July and Fleet Week and will keep you abreast of new developments.

Banner Program
Following Crab Season, new banners promoting life at the Wharf will be installed along Jefferson Street and the Embarcadero. These banners will feature actual “life-style” shots of the many elements and people here in Fisherman’s Wharf. Click here for layout of the future banners to decorate the Wharf.

Sponsorship Consultant
Our sponsorship agency, the Wilkinson Group, recently completed an audit for potential sponsor benefits at Fisherman’s’ Wharf. The Wilkinson Group has been charged with securing funding for new and existing events. We can plan on exciting events to come out of this partnership increasing visits to the Wharf by both local residents and visitors to our City.


 
   
SIDEWALK OPERATIONS, BEAUTIFICATION & ORDER COMMITTEE (SOBO) David Berbey
Street Maintenance
Costless Maintenance Service Company was hired in June of 2006 to augment the cleaning services provided by those of the Port of San Francisco and the City’s Department of Public Works on the Land-side CBD. You will see their staff in yellow vests donning the Community Benefit District’s logo throughout the summer season until the middle of October “Keeping It Clean” in Fisherman’s Wharf. These services are only provided on the Land-side CBD, because the Port includes cleaning and street maintenance for their tenants in the Port-side CBD.

Way-Finding Signage Installation (Graphics)
The CBD partnered with the San Francisco Department of Parking and Traffic to finance the installation of 55 directional signs in our community to efficiently direct visitors to the parking in the district. These signs will assist visitors in finding parking throughout the community increasing the utilization of available parking spaces.

Sidewalk Pressure Washing
The CBD will begin the annual power-washing of Jefferson and Beach streets from Leavenworth to Powell and the arteries of Powell, Mason, Taylor, Jones and Leavenworth streets in mid-May, just in time for tourist season.

Graffiti Abatement
A commitment has been made by the CBD to keep Fisherman’s Wharf free of graffiti. Violations are reported within 24-hours too our cleaning service to remove offenses off of CBD members’ property on the south side of Jefferson Street. Any graffiti violations on property on the land-side CBD should be reported to Brigette Lowe at brigette@fishermanswharf.org.

 
   
EMERGENCY PREPAREDNESS Rita Hernandez
The Emergency Preparedness and Response Committee was formed in March 2003, by members of the Fisherman’s Wharf Merchants Association, in association with top civic leaders and emergency response agencies.

The mission for the Fisherman’s Wharf Emergency Preparedness and Response Committee is to develop a community plan of action in the event of an emergency, as well as code orange or red situations. Through the assistance of block captions, information will be disseminated to educate the merchants of Fisherman’s Wharf on how to prepare and respond to emergency situations.

NERT Training 		 
  • The Fisherman’s Wharf community has been actively involved in NERT training with over 100 merchants and their staff becoming certified.
  • Email us for information on how to register for the next NERT training sessions held in the Wharf.
  

PIERsafe
In March, the Emergency Preparedness and Response committee officially adopted the name PIERsafe for their committee. Working with the CBD’s advertising agency, a logo was developed for this group (shown at right). From now on all communications from this committee will bear its official seal.
PIERsafe Newsletters
To keep the community informed and up-to-date on our accomplishments,
bi-annual newsletters will be sent to all Fishermen’s Wharf merchants. Click here to read the April edition of the PIERsafe newsletter.
  
   
PLANNING COMMITTEE Chris Martin
CBD Planning Committee Report.
Roseanne Alioto, Karen Bell, Tom Creedon, Dan Giraudo, Tim Losch, Christopher Martin, Warren Mead, Aline Estournes, Leah Shahum, and Steve Wiezbowski

In November 2003, the Fisherman’s Wharf Merchants Association Board of Governors and Membership took a unanimous position to preserve and enhance the cultural heritage of Fisherman’s Wharf and published a White Paper setting forth standards and policies for land use, urban design, historic preservation, traffic circulation, transportation, and better zoning standards.

After the Fisherman’s Wharf Community Benefit District (“CBD”) was formed in 2006, the CBD’s newly formed Planning Committee was tasked with selecting a planning firm to assist with accomplishing a community-based comprehensive planning effort. The Committee interviewed several urban planning firms before recommending EDAW, an internationally respected design firm specializing with revitalizing waterfronts.

In November 2006, the CBD Board of Directors retained San Francisco-based EDAW to organize a series of community workshops and develop a “vision plan” or road map for identifying and prioritizing planning and development related projects for the Fisherman’s Wharf area.


Click here for a complete copy of the vision plan. The vision plan identified a number of priority actions to ensure that the Fisherman’s Wharf area will attract its share of visitors and Bay Area residents in the future. These include:

  
  • Develop a comprehensive retail merchandising plan;
  • Establish a Parking Management and Traffic Circulation plan;
  • Develop a comprehensive Open Space Plan;
  • Develop and initiate Urban Design Guidelines;
  • Strengthen zoning policies;
  • Develop development guidelines for future projects.
  

In early February 2007, the CBD Board of Directors adopted the Planning Committee’s recommendation to contract additional work with EDAW to meet with the Department of Planning and implement the following priority projects and identify implementation costs as well as possible funding sources.

These immediate priority projects are:

 
  • Improve the six-core block area of Jefferson Street with wider sidewalks, defined bicycle access, improved paving, and public amenities;
  • Develop a Parking Management Plan, which includes an area access and
    circulation plan that resolves or better handles congested and traffic
    conflicts along the Embarcadero and Jefferson Street, as well as other
    streets;
  • Completion of zoning review and adoption of new zoning and urban
    design policies to guide future development and uses to preserve the
    commercial fishing industry and the family friendly environment of
    Fisherman’s Wharf.
  
In early March 2007, EDAW and CBD representatives led by Supervisor Aaron Peskin and Department of Planning Director Dean Macris met with a dozen City and County Department Directors including DPW, MTA, DPT, Port of San Francisco, Public Works, and the Mayor’s Office of Economic Development to present the EDAW Vision Plan for the Wharf and the CBD’s priority projects. The assembly of Department Directors encouraged EDAW and the Department of Planning to proceed with scoping the project and determine funding sources.
 		  
   
 
   

For more information regarding the Fisherman’s Wharf Community Benefit District contact Karen Bell, Executive Director at kbell@fishermanswharf.org.