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Downtown Gateway

Robert Frost Plaza, a central but currently unremarkable downtown transit hub, holds untapped potential as a catalyst in downtown’s re-imagination. With support from the Mayor’s Office, DSFP is transforming this space to a celebratory gateway experience by adding an iconic sign, public seating, and way-finding signage to elevate the arrival experience for residents and visitors alike.

Project Elements

'Heart SF' Sign: An iconic, "Instagrammable" sign that frames a cable car backdrop and offer pedestrians an opportunity to capture the heart and history of Downtown San Francisco.

Modular Seating: Two groups of modular seats, one located across from the Cable Car stop and another directly in front of the Embarcadero station exit that allows pedestrians to pause, rest, and engage with one another and the surroundings.

Cable Car Signage: 15 informative plaques along the boarding area of the Cable Car. These detail the history of San Francisco's Cable Cars through historic images and informational narrative.

Overall Impact

DSFP proposes physical improvements that promotes the public realm at a pedestrian paradise, that celebrates downtown history, and that re-energizes the City from the ground up.

Key partners include Market Street Railway, San Francisco Municipal Transportation Agency (SFMTA), San Francisco Office of Economic and Workforce Development (OEWD), San Francisco Planning, and San Francisco Public Works.