Downtown Gateway
For generations, Robert Frost Plaza, located at the intersection of Market, Drumm, and California — the very end of the celebrated California Cable Car line — has echoed with the clang of bells and the excited footsteps of those discovering our city for the first time. Despite being a critical transit hub and daily gateway for thousands connecting BART, Muni Metro, and the waterfront, this prime and historically significant location's full potential as a welcoming destination has, in recent years, felt just out of reach. That's where the Downtown SF Partnership (DSFP) steps in.
On July 24, 2025, DSFP announced the official launch of Downtown Gateway, a public realm improvement project transforming an overlooked plaza into a space celebrating the city's history, welcoming visitors, and inviting everyone to experience a renewed sense of civic pride and joy.
Downtown Gateway is a proud realization of DSFP's award-winning Public Realm Action Plan (PRAP), a comprehensive framework developed in partnership with SITELAB urban studio to activate downtown's public spaces, make downtown more pedestrian-friendly, and bring new energy and vibrancy to our streets.
The heart of the Downtown Gateway project lies in its thoughtful design elements, each carefully chosen to enhance the experience of this iconic crossroads:
The 'Heart SF' Sign: A Symbol of Love & Legacy
At 7 feet tall and 16 feet wide, the 'Heart SF' sign is more than just a landmark; it's a declaration of love for our city. Inspired by Tony Bennett’s timeless ballad, “I Left My Heart in San Francisco,” this installation serves as a beautiful backdrop for photographs, a defining symbol of civic pride, and an invitation for everyone to fall in love with downtown all over again. It anchors the plaza, transforming it into an instant icon.
Cable Car Plaques: A Journey Through Time
Beyond the sign, the plaza now features 15 plaques detailing the rich history of San Francisco's legendary cable cars. These educational installations not only connect visitors to our city's past but also serve as guides, spotlighting nearby cultural attractions and local businesses accessible by these iconic transit lines, encouraging further exploration of downtown's unique offerings.
Modular Seating & Greenery: Inviting Rest & Relaxation
Understanding the need for rest in a busy urban environment, we've partnered with City Blocks to introduce modular seating capable of accommodating up to 28 people. Complementing this are flower floor graphics that add a whimsical touch underfoot and greenery, bringing a touch of nature to the plaza. These elements invite people to pause and relax, turning a transit point into a gathering place.
A Vision Realized Through Collaboration
The Downtown Gateway stands as a symbol of San Francisco’s resilience and a bold step forward in our shared commitment to creating a more vibrant, dynamic, and welcoming downtown for everyone. It's more than a landmark; it’s a living invitation to connect with our city's past, celebrate its vibrant present, and dream about its promising future, together.
Our deepest gratitude goes to the San Francisco Office of Economic and Workforce Development (OEWD) for their crucial funding, the SF Planning Department for their invaluable design services and strategic guidance, and the San Francisco Municipal Transportation Agency (SFMTA) along with San Francisco Public Works for their essential permitting, approval assistance, and unwavering support. We also extend a special thank you to Market Street Railway for their dedication to preserving San Francisco's historic transit and providing vital historical information for the plaza's new signage.