Thought Paper 10: Fisherman's Wharf

Kendall Steele

25 November 2012

FYS: Visualizing San Francisco

Professor Asher

Fisherman’s Wharf

When I first went to Fisherman’s Wharf, I was expecting a certain type of demographic to overwhelm the district. I assumed that like the name, the district catered to fisherman and their jobs. I was expecting to find boats flocking at the bay, while the smell of fish overwhelmed my nostrils. Boy was I wrong. Fisherman’s Wharf used to be a big supplier of fish, but in today’s society, the district makes the majority of its revenue from tourists. Tourists come from all over the country to see the historical district. The signage of this area is focused on getting the attention of tourists. This signage can be seen in a multitude of things.

            Firstly, the trolleys that are used throughout Fisherman’s Wharf have a great deal of influence over the tourists. In my opinion, this form of transportation is signage in itself. When people think of Fisherman’s Wharf, they immediately think of the bright red trolley with green highlights that shuffle people from the docks to Ghirardelli Square. The trolley is a trademark to the district. They are nostalgic vessels that transport tourists back into the late 1800s when Fisherman’s Wharf was established. Sure they are not the most efficient form of transportation, but they are a great way to really see Fisherman’s entire Wharf in a timely manor. To me, the trolleys remind of the laid back attitude that Fisherman’s Wharf was established on. This form of transportation allows the tourist to appreciate the scenery of the Wharf while still getting from one end to the other.

Now that I have discussed the signage of the Trolleys, I would like to discuss the famous logo that is found all around Fisherman’s Wharf. To be sure you understand, the logo I am discussing is circular and reads Fisherman’s Wharf, of San Francisco. In the center of the logo rests an orange/red crab. The crab represents all that was Fisherman’s Wharf. When this district was established, it was used to provide freshly caught sea critters to the surrounding inhabitants. One of the most important catches being, both king and snow crabs. This industry taught many people the positives of eating crab, which was before thought of as peasant food, unfit for the consumption of the middle and upper class. Even though the Fisherman’s Wharf is not the most prominent fish market anymore, it takes pride in its roots. This sign pay homage to the once great fishing district.

Now that I have discussed to signage components that add to the overall mood of the Wharf, I would like to discuss how this once infamous fishing district transformed into a tourist destination. The earthquake of 1906 is the great contributor to the shift. This earthquake was colossal. People did their best to squeeze onto the boats that were docked at the bay, but a lot of damage followed suite. Looking at a picture from the past, I was shocked by the amount of garbage and debris that was left by the earthquake. After the earthquake, the Wharf had a difficult time landing on its feet. Revenue was not coming in, and something had to be done. Finally, the new Fisherman’s Wharf was established in 2001 one. From then one, the Wharf has become a great source for San Francisco’s income.

All of these factors play into the importance of Fisherman’s Wharf. I love taking the bus over to the Wharf when I have time, and learning about it’s history. Plus the food is terrific!