Author: Alfredo Casuso

media contact:
DP&A, Inc., David Perry / (415) 676-7007 / news@davidperry.com 

Union Square Alliance, in Partnership with the City of San Francisco Unveils New Design Proposal for a Reimagined Powell Street

Powell Street, gateway to Union Square and home of San Francisco’s iconic cable cars, has a stunning new streetscape design under a proposal by the design team behind New York’s Highline.

Additional images can be found here

Image Credit: Field Operations, courtesy of Union Square Alliance

10 June 2024, SAN FRANCISCO, CA: Today, the Union Square Alliance, in partnership with the City of San Francisco unveiled a new design proposal and robust vision for Powell Street that would allow it to retain its status as the pre-eminent gateway to Union Square, Downtown and all of San Francisco.

In 2023, Mayor Breed and Board of Supervisors President Peskin announced $4 million in funding for the Powell Street Improvement Project. The City asked the Union Square Alliance to lead the initial design phases of the project. The Alliance is proud to announce that this phase has been completed on time and on budget with more than $3.5 million remaining.

The design, led by San Francisco-based firms Field Operations and SITELAB Urban Studio, reimagines a three-block stretch of Powell Street with practical and aesthetic upgrades to welcome residents and visitors, offer a more enjoyable transit experience and spur economic development in the area. The proposal celebrates and centers the iconic cable cars as well as Powell’s beautiful historic architecture. 

On Wednesday, June 12 from 4pm to 7pm (brief remarks at 5pm) at 111 Powell Street, the Union Square Alliance will host an Open House for the public to view the design proposals and engage with the design team to ask questions and offer input.

Where Powell meets Market at the cable car turnaround the proposed design includes a giant overhead starburst chandelier, dramatically marking San Francisco’s most important intersection and framing views of the cable cars.

In addition, stretching from Market to Geary, the design includes art nouveau-inspired hanging lanterns to bathe the sidewalks in soft light and give a nod to the street’s turn of the century architecture.  This lighting system will be illuminated with programmable LEDs, enabling the lanterns to change color and become a canvas to express the City’s collective celebrations and events.  

At the ground level the proposal creates a clean and elegant corridor where visitors and residents can find everyday moments for relaxation and joy.  The existing metallic “parklets” will be removed and the sidewalks widened all the way to the edges of the cable car zone.  Restaurants will be able to set up outdoor dining areas where patrons can sit and enjoy the passing scene and famous “ding-ding” of the cable cars.  Over time, new trees and benches will be added to create places to linger and socialize and to soften the environment a bit. 

77 years ago, San Francisco’s cable cars were on the brink of disappearing until local community members banded together to preserve the moving landmarks that draw thousands of visitors from all over the world. The design vision for Powell Street calls attention to the historical significance of this corridor while celebrating the space’s iconic cable cars and buildings, honoring and preserving that heritage.  

The complete vision that would position Powell Street for a full recovery is estimated to cost between $20 – $30 million dollars. The project proposal includes an initial phase that could utilize the currently available $3.5 million after the current completion of the design concepts. Mayor Breed has proposed a general obligation bond to be placed on the November 2024 ballot which could fund this proposal in full.

The reimagination of Powell Street is just one of a number of initiatives on which the City of San Francisco and the Union Square Alliance have been working together closely to support the recovery and revitalization of Union Square and all of Downtown.  On June 4th Mayor Breed announced an action plan to enliven Union Square and Yerba Buena Districts, which includes the following key initiatives:

• Create Bustling Public Spaces through new funding for daily programming in Union Square Park and ongoing support for marquee events like Winter Walk and Union Square in Bloom.
• Active and Vibrant Storefronts with a Vacant to Vibrant program designed specifically for Powell Street to place pop-up tenants in vacant spaces for medium-term leases; targeting markets campaign for Powell; and new leasing and permit support staff to speed business permitting and leasing.
• Ensure Downtown is Clean, Safe, and Easy to Navigate with new funding for a 24/7 security presence, continuing the Downtown Welcome Ambassador program, and providing free parking hours as Union Square and area garages.

“It has been a true privilege to work with renowned design firms SITELAB Urban Studio and Field Operations to realize a vision that is deserving of this iconic location.” said Marisa Rodriguez, CEO of Union Square Alliance. “We want Powell Street, the gateway to San Francisco, to be a true representation of all that is great about our city and to put our best foot forward for all visitors. As one of the most significant thoroughfares in San Francisco and home to the iconic cable car, Powell Street needs to be transformed into something special to meet the expectations of what our world class city like San Francisco represents. Through this design, we want people to truly experience and feel the essence of our city. We need to find a way to execute this vision and secure the resources needed to make it happen as soon as possible.”

“Powell is among San Francisco’s most iconic streets and serves as an anchor to the rest of the City for nearly half of all visitors who come here,” said Mayor London Breed. “We can’t let changing retail trends and remote work take this centerpiece of our City away from us. That’s why I have dedicated funding and proposed the November bond measure to support this important effort to reimagine Powell as a premier destination for locals and visitors, and proposed new funding in my budget to bring more events, businesses, and security to enhance this beautiful area.” 

“A year ago, the Mayor and I championed a $6 million investment into the re-envisioning of the historic gateway to San Francisco’s Union Square and iconic northeast neighborhoods: Powell Street. This included $4 million for the new Powell Streetscape design being unveiled today,” said Board of Supervisors President Aaron Peskin. “It’s very important to me to see substantial progress with these funds quickly, and I’m pleased that the design not only respects and celebrates San Francisco’s rich history but adds a layer of modern design. It’s a perfect hybrid of the past and future and coupled with capital improvements to Maiden Lane and the Square’s soundstage, shows the City is committed to doing its part to attract new life to the heart of Downtown.”

“We are committed to exploring how design can have a meaningful role in downtown San Francisco’s recovery. Powell Street, as home to the cable car, is a powerful place to begin. All of the recommended improvements – from new paving and furnishing, to programming and activation concepts, to the canopy of lanterns – are intended to create a new platform for all to experience the ingenuity of our City and a new night-time ambiance to illuminate Powell Street and the enduring romance of the cable car,” said Richard Kennedy, Partner, Field Operations.

“The design vision for Powell Street calls attention to the corridor’s historic and prominent status as San Francisco’s gateway, home to the iconic cable car that connects residents and visitors alike to our remarkable city. Through a variety of design interventions, diverse programming, and thoughtful partnerships, we can usher in a new era for Powell Street – reflective of San Francisco’s spirit of ingenuity, resilience and wonder,” said Laura Crescimano, Co-Founder and Principal of SITELAB Urban Studio.

“We couldn’t be happier that Powell Street is finally on the road toward a new beautiful streetscape. Let’s get this built!  Tourists and business travelers come to our Stratford Hotel property on Powell to be in the thick of the vibrancy of Union Square.  This design concept will enhance the experience of every visitor and resident of San Francisco and will show the country that San Francisco is back,” said Evan Kaizer, President of the Sieroty Company and Manager of the Stratford Hotel Property LLC.

“The unveiling of the design concepts for Powell Street is an important step in revitalizing this historic corridor. It’s crucial that this iconic gateway’s full potential is unlocked to support the city’s economic recovery and attract more visitors and residents to downtown,” said Anna Marie Presutti, Interim President and CEO of San Francisco Travel Association.

About Field Operations:
Field Operations is a leading-edge landscape architecture and urban design practice with a focus on the design, resiliency, and equity of public space in cities. In all the work, there is a special commitment to the design of a vibrant and dynamic public realm, informed by the ecology of both people and nature, rooted in place and context. Important projects include the design of New York’s High Line, Brooklyn’s Domino Park, Chicago’s Navy Pier, and San Francisco’s Presidio Tunnel Tops. The Powell Street Project Team is led by Partner Richard Kennedy, Associate Partner Veronica Rivera, and Field Operations’ San Francisco Studio.

About SITELAB Urban Studio:
Founded in 2012, SITELAB Urban Studio is a San Francisco-based strategic design firm focused on using research & visualization to create great places, through big plans and small interventions. The studio operates at the intersection of analysis and inspiration, with projects that range from strategic planning & programming to urban design, city planning, and public outreach. Throughout every project, SITELAB transforms information–from spreadsheets to people’s stories (and in most cases, both) – into plans for action. The diverse team of SITELAB urban studio is led by architecture and urban expert Laura Crescimano. 

About the Union Square Alliance:
The Union Square Alliance serves members and creates a high-quality visitor experience by managing and activating public spaces, attracting new investment, and advocating for the District’s future success. Union Square is the vibrant heart of San Francisco and an international destination where visitors come to enjoy exceptional retail experiences, luxury hotels, world-class cultural institutions, and great public spaces found only in the City by the Bay. A lively 27-block community surrounding Union Square Park in the heart of San Francisco makes up the Union Square Alliance. It is generally bordered on the north by Bush Street, on the east by Kearny Street, on the south by Market Street and on the west by Taylor Street. For more information on the Alliance, go to www.visitunionsquaresf.com.

Direct Link to images below:

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Media Contact: DP&A, Inc. / David Perry (415) 676-7007 / news@davidperry.com 

MEDIA ADVISORY / REQUEST FOR REAL TIME COVERAGE:
MONDAY, JUNE 10: 9AM

NOTE: ALL COVERAGE IS EMBARGOED UNTIL MONDAY, JUNE 10: 3:30PM

WHAT: 
Accredited members of the media are invited to review design concepts for a reimagined Powell Street via Zoom by Union Square Alliance and designers Field Operations and Sitelab ahead of a public open-house unveiling scheduled for Wednesday, June 12 between 4pm – 7pm at 111 Powell Street. 

WHEN: 
Monday, June 10: 9am – 10am

WHERE: 
Online: To receive a Zoom link, members of the media must pre-register by emailing melanie@unionsquarealliance.com. A link to the presentation will be distributed 1 hour prior to the press conference.  By RSVPing to this online event, you acknowledge and accept the embargo as stated.

PRESENTERS:
Marisa Rodriguez, CEO, Union Square Alliance, Richard Kennedy, Partner, Field Operations, Laura Crescimano, Co-Founder, Sitelab Urban Studio.  Accredited press can schedule an interview with any of the presenters between 10 am and noon on June 10th. 

DETAILS: 
At the heart of the City, Powell Street represents the essence of San Francisco, making it a central hub, a destination, and a nexus of urban life. For some, it is the path to work; for others, it is the entry point to theaters, shopping, entertainment, and nightlife. It is also a starting point for connecting with the city’s rich history, stunning topography, panoramic vistas, and vibrant waterfront. For all it’s the gateway to San Francisco.  Early this year, the Union Square Alliance selected Field Operations and Sitelab Urban Studio to produce a beautiful, durable, and cost-effective design that will help restore Powell Street to the iconic status it deserves.  After several months of design exploration and collaboration with Union Square stakeholders, it is time to unveil the design concepts. 

Contact: Mayor’s Press Office, mayorspressoffice@sfgov.org

SF Mayor Breed Unveils Action Plan to Enliven Union Square and Yerba Buena Districts

The plan is a component to the Mayor’s broader Budget that prioritizes continued investment in revitalization efforts to reimagine San Francisco’s premier retail and hospitality district 

4 June 2024 – San Francisco, CA: Mayor London N. Breed today released an action plan that will focus on new and continued investments to revitalize the City’s hospitality, entertainment, arts and culture, retail and tourism areas (HEART) in premier retail and hospitality districts of Union Square and Yerba Buena. 

The action plan contains a series of specific actions supported by legislation and public funding, including new investments in the Mayor’s proposed budget that will be led by the Office of Economic and Workforce and Development (OEWD). 

The Union Square and Yerba Buena neighborhoods are a destination for almost half of all visitor travel to San Francisco, home to half of the City’s hotel rooms, over 3.5 million square feet of retail space and numerous museums, theaters and performance venues which celebrate San Francisco’s renowned arts and culture. Union Square Park and Yerba Buena Gardens offer iconic public spaces for people to gather and celebrate, and the area is well served by transit, home to the Powell Street BART and Muni station, historic Powell/Hyde cable car lines, and two new Central Subway stations offering rail connections from Chinatown to Mission Bay and the southeast.    

Challenges brought on by the COVID-19 pandemic have both heightened and accelerated many trends, including the changing nature of retail and a shift to online shopping. These ongoing changes, combined with hybrid work, suburban competition, and a protracted recovery in tourism, have impacted the number of workers and visitors downtown, leading to storefront vacancies and declining foot traffic. Still, the number of new openings is outpacing the rate of closures happening in the Union Square and Yerba Buena neighborhoods.  

The Mayor’s action plan is designed to counter these trends and leverage positive ones like new restaurant and retail openings and civic events. 

“San Francisco is in the midst of a shift and the momentum we’re seeing is exciting for the City, but we have more work to do including how we reimagine the evolution of Union Square and Yerba Buena neighborhoods,” said Mayor London Breed. “San Francisco is 100% committed to investing in creative ways to bring more fun and options to the City’s most trafficked destinations that draw people from across the City and around the world. We thank our community partners who are working with us on a stronger, more vibrant San Francisco.”  

“The Union Square & Yerba Buena neighborhoods are often the first stop for visitors and tourists; they should be a center of activity for residents as well,” said Sarah Dennis Phillips, Executive Director for the Office of Economic Workforce and Development. “These actions and investments will help make that visit a top-notch experience, yielding ongoing returns in visitation and economic development over the long-term.” 

Building on Mayor Breed’s Roadmap to San Francisco’s Future, this Action Plan will address these challenges head-on, through the following key initiatives and investments:  

Create Bustling Public Spaces: 

• Reimagine Powell Street, including the Powell Cable Car turnaround, to serve as a premier retail and hospitality destination, and pursue public space improvements on Hallidie Plaza and Maiden Lane. 
• Pursue the establishment of additional entertainment zones, which allow restaurants and bars to sell alcoholic beverages for consumption during outdoor events and activations, to bring vibrancy to the streets. 
• Make Union Square Park a lively destination at all times with a robust year-round calendar of daily public events and activations for everyone to enjoy. 
• Continue successful marquee events that are bringing thousands of people into the area such as Winter Walk, Union Square in Bloom, UNDCSVRD block parties and SF Live concerts. 

Build Active and Vibrant Storefronts:

• Develop a Vacant to Vibrant program for the unique conditions of Powell Street, matching new businesses with empty storefronts as longer-term pop-ups. 
• Implement a small business and activation plan that fosters a burgeoning Filipino business district and cultural hub in Yerba Buena by cultivating small businesses, entrepreneurs, and events. 
• Launch a Powell Street Marketing and Leasing Campaign to generate leasing success for the corridor as a whole.   
• Provide direct leasing support for small businesses and high touch permit navigation and support for food, beverage, retail, and entertainment establishments.  
• Work directly with building owners and tenants to support existing stores, like Macy’s Union Square.  
   

Ensure Downtown is Clean, Safe, and Easy to Navigate: 

• Launch 24/7 neighborhood-based security presence to ensure a consistent, visible safety presence reinforced by proactive intervention and crisis response support.  
• Continue the Downtown successful Welcome Ambassadors program to guide tourists with wayfinding, business recommendations, and other services. 
• Continue enhanced SFPD foot patrol and mobile command unit, and the Safe Shopper and targeted retail theft campaigns. 
• Illuminate key pedestrian passages to connect visitor destinations and build an enhanced sense of place with overhead lighting. 
• Transform vacant or inactive street-level exterior spaces into visually appealing spaces. 
• Provide reduced-cost parking in the key City parking garages like Union Square, Ellis-O’Farrell and 5th & Mission to attract regional and local visitors to shop, dine, and patronize area theaters and museums. 

Develop Lively, Mixed-Use Upper Floors:

• Build upon recent zoning changes that allow flexibility on upper floors in Union Square and making it easier and faster to convert commercial buildings to housing. 
• Work with local and state leaders on legislation to provide financial incentives and permit streaming for new construction and adaptive reuse projects.     

“Union Square is the heart of San Francisco, and the city’s overall prosperity hinges on its success. As Union Square transitions into its next chapter, our community requires a comprehensive partnership with the City to move forward,” said Marisa Rodriguez, CEO of the Union Square Alliance. “Mayor Breed’s latest initiatives address several critical needs for our community, including enhanced public safety measures, convenient access for shoppers and visitors, and resources to attract new shops, restaurants, and experiences. With these investments, we are confident that the heartbeat of our city will remain strong and vibrant, supporting San Francisco’s overall allure for years to come.” 

“The City of San Francisco funds a myriad of programs to see SOMA Pilipinas thrive. From street activations to arts acceleration, to small business incubation, and provide free space for our community to gather and thrive,” said Desi Danganan Executive Director Kultivate Labs. “The support the Filipino Cultural district in San Francisco receives is the envy of the nation because the City believes in the impact and innovation of community lead strategies. The net results are an emerging renaissance of new Filipino businesses filling empty storefronts in SoMa choosing to make San Francisco their home base.” 

“We need partnerships between neighbors, civic organizations and the city to improve the narrative about our downtown and spur interest, economic activity and community well-being,” said Scott Rowitz, Executive Director of the Yerba Buena Community Benefit District. “This funding is a sound investment to help revitalize downtown and shore up the incredible array of arts, cultural and commercial attractions that extend from Yerba Buena to Union Square. By enhancing the street level experience through a combination of beautification, safety and community programs, we will help to attract new businesses, strengthen existing businesses and create vibrant hubs that engage workers, residents and visitors.”

“Union Square and the Yerba Buena Gardens area make up the beating heart of our city, and they are critical to our economic recovery,” said Chris Meany, Managing Partner of Wilson Meany and a prominent business leader who was instrumental in bringing several San Francisco institutions back to life, including the Ferry Building and Treasure Island, and who has helped inform efforts for Union Square’s recovery. “These historically vibrant districts are critical to bringing shoppers and conventions to the City, filling our hotels and activating our downtown.”  

“I’m thrilled that these investments will be made to ensure my business has a chance to recover and thrive once more,” said Lauren Ellis, owner of CK Contemporary Gallery. “Prioritizing a safe, vibrant and accessible Powell Street supports local business like mine, creates jobs for our residents, and gives tourists arriving downtown the first impression of our beautiful city that they deserve.” 

This plan will be supported by legislation and public funding, including already dedicated funding that is delivering results, $15 million in new investments in the Mayor’s upcoming budget, and from a $390 million bond measure for a healthy and vibrant San Francisco proposed for the November ballot. Its impact will be expanded by additional investments in the broader Downtown, including more funding for successful programs like Vacant to Vibrant, the Storefront Opportunities Grant to further fill ground floor vacancies, and the SF Shines grant program to support existing businesses.

For more information about Mayor Breed’s Union Square and Yerba Buena Action Plan, please visit this page.

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