Fisherman’s Wharf Rings the Bell After Strong July 4th Weekend
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David Perry, David Perry & Associates, Inc. / (415) 676-7007 / news@davidperry.com
Fisherman’s Wharf Rings the Bell After Strong July 4th Weekend
Early Business Reports Show Record Sales, Sold-Out Hotels and Strong Waterfront Momentum Following Independence Day Celebration
9 July 2026 – San Francisco, CA: Fisherman’s Wharf is ringing the bell after a strong July 4th holiday weekend, with early feedback from hotels, restaurants, retailers and attractions pointing to a major boost in business activity across San Francisco’s historic waterfront.
“July 4th showed exactly what happens when San Francisco invests in safe, welcoming, high-energy public spaces and gives people a reason to come back to the waterfront,” said Bri Maughan, Executive Director of the Fisherman’s Wharf Community Benefit District. “We’re still gathering feedback, but the early sales reports are overwhelmingly positive — sold-out hotels, record sales, and strong results from restaurants, retailers and attractions across the neighborhood. Fisherman’s Wharf is the waterfront playground of San Francisco, and this weekend proved again how important it is to the city’s economy, spirit and visitor experience.”
“San Francisco’s waterfront shined this July 4th as thousands of residents and visitors came together to celebrate in Fisherman’s Wharf and elsewhere along the waterfront,” said Michael Martin, Acting Executive Director of the Port of San Francisco. “Their energy and excitement translated directly into a strong weekend for local businesses. We’re proud to see San Franciscans and visitors making the waterfront a can’t-miss destination – and equally proud of the small businesses, workers, and cultural institutions that make this place so special yearround.” While additional reporting is still being gathered, preliminary feedback from Wharf businesses shows that the holiday weekend delivered significant increases in revenue, record-setting sales for many businesses, and sold-out hotel rooms at key properties — underscoring the continued resurgence of Fisherman’s Wharf as one of San Francisco’s most important visitor destinations and economic engines for the city.
The Argonaut Hotel and The Zephyr Hotel were sold out over the holiday weekend. The Argonaut also reported its strongest July 4th performance since 2016.
Several PIER 39 tenants reported record July 4th holiday sales and some reported historic record-breaking sales, while others in the district including Berry’s Boba and Matcha, Blue Mermaid, and Boudin Bakery also reported record sales during the holiday. And, Sabella & La Torre, an iconic Fisherman’s Wharf restaurant about to celebrate its 100th anniversary next year, also reported on a successful holiday weekend.
Among other early business reports:
Cioppino’s Restaurant, located in Fisherman’s Wharf toward Aquatic Park, reported that sales on Saturday, July 4, 2026 were up 48% compared with Friday, July 4, 2025, and up 19% for the Wednesday-through-Sunday holiday period.
Only in San Francisco, located at PIER 39, reported sales up 20% on Saturday, July 4, 2026 compared with Friday, July 4, 2025. Bay Company, located in Fisherman’s Wharf toward Aquatic Park, reported sales up 100% on Saturday, July 4, 2026 compared with Friday, July 4, 2025, and up 20% for the Wednesday-through-Sunday period. Safe Harbor reported similar numbers. Business owners noted that the reopening of Maritime Park grass areas, which had been closed off last year, may have contributed to the strong performance. Wharf Central, also located in Fisherman’s Wharf toward Aquatic Park, reported sales up 20% on Saturday, July 4, 2026 compared with Friday, July 4, 2025, though not a record.
Business owners also noted an important calendar factor: with July 4 falling on a Saturday this year, compared with a Friday in 2025, sales on the holiday itself were expected to be stronger, while the surrounding Wednesday-through-Sunday period could be softer for some businesses.
The strong July 4th holiday results build upon a growing season of public programming in Fisherman’s Wharf, including Pier Party at the Wharf, the weekly pop-up Fish Market, upcomingpublic programming at Taylor Street Plaza,Wags & Wheels, the return of Fleet Fest and the annual Chowder Competition in October, and big surprises ahead for the holiday season
The Fisherman’s Wharf Community Benefit District launched its fourth season of Pier Party at the Wharf in June as a free waterfront concert and community celebration featuring live music from some of the Bay’s best performers, dancing, premium craft cocktails, bistro-style seating, nearby restaurants and retailers, and views of the Bay. Starting July 25th, the FWCBD will do it all again but with the golden hour backdrop with Pier Part at Sunset. They’ll take over the triangle lot adjacent to Boudin’s, providing for ample space for interactive activations, live artwork, and dancing to unforgettable Bay area music and breathtaking Bay views.
“Few neighborhoods tell San Francisco’s story as vividly as Fisherman’s Wharf,” noted Maughan. “What began as a working waterfront shaped by Italian fishing families, crab stands, seafood markets and maritime commerce has evolved into one of the city’s most visited and beloved destinations — a place where our historic fishing community, family attractions, iconic restaurants, public art and street performers, and wildlife and waterfront views all harmonize in the same spectacular place, the heart of the Bay.”
The 2026 event season builds on Fisherman’s Wharf’s continued resurgence, including the opening of several new restaurants on the horizon, new public art, enhanced pedestrian amenities, food and beverage offerings, the Fisherman’s Wharf Entertainment Zone, and the broader Fisherman’s Wharf Forward initiative led in partnership with the Port of San Francisco.
Upcoming Fisherman’s Wharf 2026 Events Include:
Fish Market
Saturdays, 8am – 2pm
A weekly opportunity to connect with the Wharf’s working waterfront and the seafood traditions that helped define San Francisco.
Pier Party at the Wharf
Now – September 26, 2026
Every 2nd and 4th Saturday
Come see the best of the Bay every 2nd and 4th Saturday. Free live music, local performers, dancing, cocktails, bistro-style seating, restaurants, retailers and waterfront views.
New Plaza Programming & Opening Event
Coming Summer 2026
Come visit the Wharf’s newest reimagined public space that opens a window to the heart of the Bay. Educational programming will highlight the working waterfront and maritime heritage.
Fleet Fest
October 10 & 11, 2026
Join us to celebrate our nation’s military and emergency service personnel in this dynamic festival right in the heart of Fisherman’s Wharf. Experience performances and activities by local musicians and featured military bands, local businesses, veteran and active-duty support organizations, and much more.
Wags & Wheels
October 31, 2026
Whip down to the Wharf with your four-legged friends and your four-wheel rides.
Chowder Competition
October 2026
It’s back! After a several-year hiatus, the Wharf’s annual event celebrating the Bay’s most iconic dish — chowder — returns. This year will even include a category for “Best Sourdough.”
Oyster & Wine Festival
Spring 2027
A seasonal celebration of oysters, wine, seafood and the culinary culture of the Wharf.
For more information on all Fisherman’s Wharf events, visit www.fishermanswharf.org.
About the Fisherman’s Wharf Community Benefit District:
Established in 2005, the Fisherman’s Wharf Community Benefit District is a nonprofit public benefit corporation dedicated to promoting, advancing and maintaining Fisherman’s Wharf as a world-class waterfront destination. The FWCBD works to enhance public spaces, support local businesses, improve the visitor experience, and celebrate the history, culture and vitality of San Francisco’s most visited neighborhood.
About Fisherman’s Wharf:
Fisherman’s Wharf is one of San Francisco’s most iconic and beloved destinations, known for its historic fishing fleet, seafood restaurants, waterfront views, PIER 39 sea lions, family attractions, maritime heritage and enduring role as a gathering place for locals and visitors from around the world.