Here’s What SF’s New Downtown “Party Zone” Might Look Like
San Francisco is about to get its own slice of New Orleans and Las Vegas with California’s first Entertainment Zone on Front Street. Thanks to new legislation, this area in the Financial District will become a lively, pedestrian-friendly spot where visitors can enjoy alcoholic drinks to-go while exploring vibrant streetscapes and public art.
And we finally get a chance to see what this new “party zone” might look like with a new rendering that was just released this week.
The Entertainment Zone will be on Front Street, between California and Sacramento Streets. During special events, the street will be closed to vehicles, allowing people to stroll freely and enjoy the atmosphere. Local favorites Schroeder’s, Harrington’s Bar & Grill, and Royal Exchange will be able to offer to-go cocktails and beer which you can drink while strolling the zone, adding to the festive vibe.
Gensler, a global architecture, design, and planning firm, is behind the makeover. Gensler will reimagine the street’s visual identity, including eye-catching streetscape elements, vibrant public art installations, and lush greenery along with the promise of dynamic programming, including community events and celebrations that bring people together in fun ways.
This initiative is part of a broader effort to revitalize downtown San Francisco post-pandemic, attracting businesses and visitors alike. With plans for a “nightlife renaissance,” the Entertainment Zone aims to redefine how we use and enjoy urban spaces.
See the entire press release below
Downtown SF Partnership Teams Up with Gensler to Develop Design Plans for California’s First Entertainment Zone
The community benefit district and design firm plan to implement new entertainment zone legislation introduced by Mayor Breed, by activating Front Street with streetscape improvements, signature events and live programming
The Downtown SF Partnership (DSFP), the urban place management organization dedicated to revitalizing and overseeing 43 blocks within San Francisco’s Financial District and Jackson Square Historic District, this week announced its partnership with Gensler, a global architecture, design, and planning firm, with the aim of developing design plans for the first Entertainment Zone in California on Front Street in downtown San Francisco.
The new Entertainment Zone was established in legislation proposed by San Francisco Mayor London Breed in May 2024 and approved by the Board of Supervisors in June. The legislation takes advantage of a new state law, SB 76 authored by Senator Scott Wiener, that was passed last year to enable the transformation of designated urban areas into vibrant Entertainment Zones. In these zones, visitors can enjoy alcoholic drinks to-go in outdoor common areas. Streets can be closed to vehicles and opened up to pedestrians, creating dynamic, walkable areas.
The legislation designated Front Street, between California and Sacramento Streets, as the first Entertainment Zone in California. To further enhance the downtown experience and build a more bustling streetscape, the zone will allow for three restaurants on Front Street – Schroeder’s, Harrington’s Bar & Grill, and Royal Exchange – to sell open container alcoholic beverages during special events and other designated times.
In the coming months, the Downtown SF Partnership plans to unveil a new “nightlife renaissance” in the area to promote local businesses, generate economic activity and shift the paradigm of how downtown is used post-pandemic. Building off DSFP’s signature, highly-successful activations like Let’s Glow SF, Drag Me Downtown and Landing at Leidesdorff, the team aims to launch regular live entertainment and community programming on Front Street.
The strategy for Front Street is aimed at attracting businesses to occupy vacant properties and creating compelling destinations that draw visitors downtown. In July 2022, DSFP unveiled the award-winning Downtown SF Public Realm Action Plan (PRAP) (created in partnership with local design firm, SITELAB urban studio) which designated Front Street, along with the already activated Landing at Leidesdorff, a new downtown destination at the intersection of Leidesdorff and Commercial streets that was established in partnership with the City. The Front Street activation falls in line with the PRAP’s “Convergence of High Impact Opportunity Zones” strategy. DSFP is actively fundraising to implement the second phase of projects outlined in the PRAP, including the establishment and activation of the Front Street Entertainment Zone and doubling down on supporting small businesses.
Following a series of stakeholder workshops, user interviews, and site research, Gensler will reimagine the street’s visual identity, including eye-catching streetscape elements, vibrant public art installations, and lush greenery. The street’s redesign will be enhanced and activated through dynamic programming, ranging from signature celebrations to recurring community gatherings.
The reimagining of Front Street is the latest local revitalization effort from Gensler. Signaled by the firm’s recent move to the heart of the Financial District at 220 Montgomery Street, where the office’s 300 in-office employees support the district’s businesses, Gensler has since partnered with SPUR to explore policies for office-to-residential conversions, with the San Francisco Chamber of Commerce to design a sustainability incubator space, and with Dignity Moves to implement much-needed interim housing solutions.
The entertainment zone effort is one of many strategies to support arts, entertainment, and nightlife that is outlined in Mayor Breed’s Roadmap to San Francisco’s Future, a comprehensive plan to reinvigorate downtown and reaffirm San Francisco as a thriving global destination and the Bay Area’s economic center.
