On June 10, the Union Square Alliance, headed by CEO Marisa Rodriguez, announced plans for a rehauling of three beleaguered Powell Street blocks. Starting at the cable car turnaround on Market Street and then heading up to Geary Street, the area has been fodder for embarrassing local, national, and international news stories.
This stretch of Powell Street, located in Supervisor Aaron Peskin’s district (Peskin is running for mayor in the 2024 election) has taken a public relations beating. Rather than being an awe-inspiring “welcome to San Francisco” environment with bustling shops, cafes, restaurants, and theaters, there’s not much there, there.
Blight and crime
The massive Gap flagship store is long gone, as are Uniqlo, Lids, H&M, Express, Mac Cosmetics, and so many more businesses that once supplied essential tax revenue to the city. In their place are boarded up storefronts sporting “for lease” signs and few places for tourists and residents to spend their money.
Because of its juxtaposition to the Tenderloin, which is no longer a contained “containment zone,” this stretch of Powell Street also attracts open drug activity and vagrancy. People who are inebriated or who have serious mental health issues are not uncommon, adding to a sense of chaos and danger. Shoplifters hit Sephora and Walgreens on a daily, and if not hourly, basis. Rafael Guttierez a former security guard for Urban Outfitters and Walgreens on Powell Street left these positions after numerous assaults.
There is little dispute that the three blocks of Powell Street that should be the most charming and safest in the city have become a glaring example of political neglect and ineptitude. The places that remain, such as Sam’s Cable Car Lounge, desperately need a steady stream of regular customers to survive. For that to happen, its reputation needs to change.
The city’s plan
Now the city is stepping up with a fresh proposal to turn it all around. Gone will be the winding and unattractive metal parklets, and pavements with no continuity. In their place will be a wide promenade dotted with tables and chairs. In the beginning there will be pop-up retailers and food vendors, offering an atmosphere of liveliness.
Field Operations, which developed the Presidio Tunnel Tops park, and SITELAB Urban Studio are at the concept helm. They worked with the city to design a plan for Powell Street that puts the world-famous cable car at the forefront.
Along the rumbling cable car lines will be hanging spherical lights, leading up and down foliage-lined streets. A huge LED light installation will rise above the cable car turnaround on Market Street, casting a golden glow achieved with embedded cable car tokens. The lights will change color based on special events, such as Warriors games and Pride month.
It may sound a touch Vegas-y, but in its current state Powell Street is dreary, depressing, and even a little ominous. When it is clean and sparkly, even if it’s at first just on the surface, Rodriguez believes it will spark longer-term investment and opportunities. As entrepreneurs and companies witness the inherent desirability of the area, they will choose to set down roots and become permanent stakeholders. Motion begets motion.
Cost and time
As for cost, the firms project the complete vision can be realized for between $20 and $30 million dollars. Mayor Breed has proposed a general obligation bond to fully fund the initiative, which will likely show up on the November 2024 ballot.
To jumpstart the revitalization plan as soon as 2025 — with the lights, greenery, and pavement improvements — the city will use $3.5 million that is currently available.
As for safety concerns, Rodriguez says she hears from many residents that the area is already improving. More police officers are on the beat to mitigate and address crime, and a slew of friendly ambassadors are on the streets, answering questions and providing advice to visitors who are longing for a beautiful San Francisco experience.
For more information about the plan, Union Square Alliance is hosting a public meeting on Wednesday, June 12.