PLACEMAKING

Front Street Entertainment Zone

Location: 240 Front Street, San Francisco, CA 94111

Transforming a Commercial Corridor

The Front Street Entertainment Zone is a landmark case study in policy-driven activation, demonstrating how legislative change and targeted programming can rapidly transform a commercial corridor.

Once an ordinary office street, Front Street (between California and Sacramento) is now California’s first designated "Entertainment Zone." This legislative shift empowers downtown establishments like Harrington’s, Schroeder’s, and Royale Exchange to legally sell alcohol for outdoor consumption during special events.

This success quickly flipped the narrative of the district. The project proves that downtown can be more than just a business center; it’s a lively, essential destination where people actively gather after work to connect with colleagues, friends, and family.

Futuremorph

Legislative Victory and Strategic Leadership

Policy Catalyst

In 2023, State Senator Scott Wiener authored Senate Bill 76 to enable San Francisco to establish the state's first Entertainment Zone, which was signed into law by Governor Gavin Newsom.

Downtown Advocacy

Understanding the potential this legislation would have in support of downtown’s economic recovery, DSFP successfully advocated for Front Street to serve as a model for future Entertainment Zones.

Local Implementation

Mayor London Breed introduced the local legislation for Front Street, which was swiftly approved by the San Francisco Board of Supervisors in the summer of 2024.

Project Leadership

To this day, DSFP has served as project leads and the stewards of Front Street, driving the initiative with support from the San Francisco Mayor's Office of Economic & Workforce Development, BOMA San Francisco, and BXP.

Impact: By the Numbers

The success of the Front Street Entertainment Zone is not just anecdotal, it’s measurable. Since the Oktoberfest on Front inaugural event in September 2024, consistent programming has delivered immediate results.

13 Events

(in the first year)

27,300

Attendees Drawn

70+

Media Features (showcasing Front Street as a new downtown)

An Event Engine: Programming Highlights

Building the Zone: Enhancing the Streetscape

In partnership with Gensler, DSFP is strategically pairing the programmatic success with physical improvements to solidify Front Street’s identity as a permanent destination.

Identity Signage:

Custom street banners and wayfinding signage now give Front Street a bold identity, instantly signaling to visitors that this is a designated gathering destination.

Future Enhancements

Planned upgrades will further enhance nighttime visibility and dwell time, including string lights to bring energy to evening events and new seating via parklets to encourage lingering and increased local spending.