Pier 39
PIER 39 is a 45-acre privately-held waterfront entertainment and retail complex in San Francisco, hosting ~11 million annual visitors across 90+ shops, 12 restaurants, attractions, and a 300-berth marina, with revenue from tenant rents, parking, attraction tickets, and event sponsorships.
- Company typePrivate
- Founded1978
- HeadquartersSan Francisco, United States
- Headcount251–500
- GTM typeB2C
- OfferingServices
What Pier 39 does
PIER 39 is a 45-acre privately-held waterfront entertainment and retail complex on San Francisco's Embarcadero, owned and operated by Moor + South/PIER Management Co., LP since 1981. The venue comprises approximately 200,000 square feet of gross leasable area across two levels, housing 90+ retail shops, 12 full-service restaurants, family attractions (Aquarium of the Bay, The Flyer, 7D Experience), a 300-berth marina, and a five-acre waterfront park, supported by a 976-space parking garage. Approximately 11 million visitors pass through annually — equivalent to 58.8% of all San Francisco visitors — with an average 3.8-hour dwell time, average household income of $97,509, and a 71.8% domestic / 28.2% international mix. The property is best known for its California sea lion colony at K-Dock (first arrived 1990, grown to 2,100+ as of 2024) and was designated a San Francisco Legacy Business in 2018.
The company operates a real-estate-anchored multi-revenue-stream business model with no admission fee. Revenue is generated through (1) tenant rents across 90+ shops and 12 restaurants, (2) parking fees ($30/day advance, $40 weekday early bird) with restaurant validation programs, (3) attraction ticket sales (Aquarium of the Bay, The Flyer, 7D Experience, RocketBoat), and (4) event sponsorships managed through an in-house agency, Tandem Partnerships, with core sponsors including PepsiCo (beverage category exclusivity), AT&T (free property-wide Wi-Fi), and Lappert's Ice Cream. Distribution is omnichannel with physical walk-in visitors, a travel-trade/group-sales program for tour operators, and digital touchpoints including the recently launched PIER 39 Play Pass digital bundle (2026) granting access to 7 attractions with 365-day validity.
Technology is operationally light: the proprietary assets are the Sea Lion Live Webcam (HD Relay-powered) for remote viewing and the Play Pass digital bundle platform, supported by international payment integrations (Alipay, WeChat Pay, China Union Pay). Tenant-side innovation includes AI-powered Artly Coffee Barista Bots using computer vision. Marketing channels span organic social (@pier39 Instagram, @visitpier39 TikTok, LinkedIn), email newsletters, free live street performances, seasonal events (4th of July drawing 200,000 attendees, Fleet Week), PR/earned media amplified by viral sea-lion coverage, and corporate sponsorship activations. The management team is led by Vice Presidents for Business Development (Tamara Goddard Swager) and Leasing (Sina von Reitzenstein).
Pier 39 firmographics
Firmographics- Name
- Pier 39
- Legal name
- Moor + South/PIER Management Co., LP
- Website
- https://pier39.com
- Company type
- Private
- Founded year
- 1978
- Operating status
- Operating
- Headcount range
- 251–500 employees
- Short description
- PIER 39 is a 45-acre privately-held waterfront entertainment and retail complex in San Francisco, hosting ~11 million annual visitors across 90+ shops, 12 restaurants, attractions, and a 300-berth marina, with revenue from tenant rents, parking, attraction tickets, and event sponsorships.
- Ownership category
- akta.pro rank
Pier 39 industry classification
Industry- Product category
- Waterfront Entertainment Complex
- NAICS
- Marinas (713930), Marinas (71393), Scenic and Sightseeing Transportation, Water (48721), Scenic and Sightseeing Transportation, Water (487210)
- SIC
- Services-Amusement & Recreation Services (7900), Services-Miscellaneous Amusement & Recreation (7990), Water Transportation (4400)
- akta.pro primary industry
- Marina & Waterfront Full-Service Hotels (THAGAAAK)
- akta.pro secondary industries
- Sightseeing & Scenic Boat Tours (Harbor, Sunset, Dolphin/Whale Watching) (THAJAJAA), Shore Excursion Operators (Tours & Activities) (THAEAFAC), Marine Recreation Rentals & Tours Retail Counter (On-site Sales) (CRAMAIAM)
Keywords
Where Pier 39 is headquartered
LocationHeadquarters
- HQ city
- San Francisco
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Pier 39 business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard Parking - Full Day |
| Unit Pricing | Pay-as-you-go | Restaurant Validation |
Distribution channels4 records
Marketing channels7 records
Pier 39 product offering
Product offeringCore offering
PIER 39 is a 45-acre privately-held waterfront entertainment and shopping complex on San Francisco's historic waterfront at Beach Street and The Embarcadero. It operates as a destination venue housing 90+ retail shops, 12 full-service restaurants, family attractions (Aquarium of the Bay, The Flyer, 7D Experience, San Francisco Carousel), a 300-berth marina, and a 976-space parking garage. The company generates revenue through tenant leases, attraction ticket sales (including the new digital PIER 39 Play Pass bundle), parking fees, and corporate event sponsorships. The property is open to the public free of charge with pay-per-experience offerings.
Differentiator
Problem solved
Functional benefit
Products and services
- PIER 39 Play Pass
- PIER 39 Parking Garage
- PIER 39 Travel Trade / Group Sales Program
Quantifiable outcome
- 11 million visitors annually (2023)
- +2 more outcomes
Companies that use Pier 39
Customer profileSegments3 records
Ideal customer profiles3 records
Pier 39 technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration5 records
AI capability2 records
Feature2 records
Pier 39 partnerships and signals
Strategic signalPartnerships
Ten partnerships are on record, tiered minor and core.
- Ben & Jerry'sminorBen & Jerry's Free Cone Day at PIER 39 on April 14 from 12 PM to 8 PM; donations benefit TEL HI Neighborhood Center's educational programs
- LidsminorLids X Topps Chrome Rip to Rep Promotion from April 15-19; customers purchasing Topps Chrome Football packs can win free jerseys
- PepsiCo BeveragescoreCorporate sponsor providing wide selection of soft drinks, iced teas, and beverages to 12+ million annual visitors; category exclusivity
- Lappert's Ice CreamcoreFresh and local handmade ice cream with unique flavors; located at PIER 39 with products featuring flavors from around the world
- AT&TcoreProvides free Wi-Fi to all guests throughout PIER 39 property
- The Marine Mammal CentercoreNon-profit organization consulted for advice on sea lion management; sea lions protected under Marine Mammal Protection Act; collaboration on sea lion education and conservation
- Tandem PartnershipscoreIn-house sponsorship agency managing long-term branding, corporate partnerships, event sponsorships, sampling, display, and product introduction opportunities
- Blue & Gold FleetcorePremier ferry and water excursion provider on San Francisco Bay for 45+ years; operates from PIER 39; provides Bay cruises, Sausalito ferry, WETA service to multiple destinations
- Hotel ZephyrminorPreferred Hotel Partner located in Fisherman's Wharf district with waterfront views; ship-yard chic themed hotel steps from PIER 39; special offers for PIER 39 visitors
- San Francisco Travel AssociationcoreVisitor profile studies rank PIER 39 as most-visited attraction in San Francisco; collaboration on tourism promotion
Scale indicators8 records
Recent moves9 records
Expansion highlights6 records
Pier 39 competitors and assessment
Company assessmentDirect peers
- Universal CityWalk: Adjacent entertainment/retail/dining complex at Universal Studios Hollywood featuring shops, restaurants, a cinema, and attractions. Highly comparable single-owner entertainment destination with pay-per-experience monetization.
- Navy Pier: Chicago's 50-acre waterfront entertainment complex featuring shops, restaurants, attractions, a marina, and sightseeing cruises. Operates the same free-admission / tenant + attraction + parking model as PIER 39 and serves as the most direct comparable waterfront destination in another major US city.
- South Street Seaport: Historic NYC waterfront district with shopping, dining, museum attractions, and harbor cruises. Operates as a mixed-use waterfront entertainment and retail destination similar to PIER 39's format.
- Santa Monica Pier: Iconic California waterfront pier combining amusement park rides, dining, retail, and aquarium experiences on a free-access public pier. Closely comparable model of free admission monetized through attractions, food, and events.
- Downtown Disney District: Free-admission outdoor shopping, dining, and entertainment complex operated by Disney at its Anaheim resort. Closely comparable free-entry entertainment district model with tenant, parking, and event revenue streams.
Others
- City Experiences (Hornblower Group): Operates harbor cruises, ferries, and water-based sightseeing tours in multiple US cities including San Francisco Bay. Comparable as a water-based tourism operator at adjacent SF waterfront sites such as Blue & Gold Fleet.
Broad incumbents
- Six Flags Entertainment: Operates gated theme parks with pay-per-experience attractions, dining, and retail. Comparable as a multi-attraction destination operator, though PIER 39's free-admission model and tourism-anchor positioning differ.
- Ryman Hospitality Properties: Owns and operates large-scale convention, entertainment, and hospitality assets including the Gaylord Hotels and the Grand Ole Opry. Comparable as an owner-operator of branded destination entertainment venues.
- Vail Resorts: Operator of destination mountain resorts that monetize real estate, lodging, dining, and on-mountain experiences. Comparable as a destination-based experiential operator with diversified on-property revenue streams, though in a different geography.
Regional players
- Fisherman's Wharf (San Francisco): Adjacent San Francisco waterfront district that overlaps with PIER 39's market. While PIER 39 sits within the broader Wharf, the surrounding district competes for the same tourist visitor flow.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Pier 39 social profiles
Digital presencePier 39 financial estimates
Financial estimateRevenue estimate
Valuation estimate
Pier 39 leadership team
Management profileNumber of profiles
Profiles3 records
Pier 39 funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Pier 39 M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Pier 39
What does Pier 39 do?
PIER 39 is a 45-acre privately-held waterfront entertainment and shopping complex on San Francisco's historic waterfront at Beach Street and The Embarcadero. It operates as a destination venue housing 90+ retail shops, 12 full-service restaurants, family attractions (Aquarium of the Bay, The Flyer, 7D Experience, San Francisco Carousel), a 300-berth marina, and a 976-space parking garage. The company generates revenue through tenant leases, attraction ticket sales (including the new digital PIER 39 Play Pass bundle), parking fees, and corporate event sponsorships. The property is open to the public free of charge with pay-per-experience offerings.
Is Pier 39 a public or private company?
Pier 39 is a private company. It is classified as unknown and is currently operating.
When was Pier 39 founded?
Pier 39 was founded in 1978. It employs 251 to 500 people.
Where is Pier 39 based?
Pier 39 is headquartered in San Francisco, United States, in the North America region.
Who are Pier 39's main competitors?
Direct peers on record are Universal CityWalk, Navy Pier, South Street Seaport, Santa Monica Pier and Downtown Disney District. City Experiences (Hornblower Group) is listed as an others. Broad incumbents are Six Flags Entertainment, Ryman Hospitality Properties and Vail Resorts. Fisherman's Wharf (San Francisco) is listed as a regional player.
Does Pier 39 have an API?
No public API is recorded for Pier 39.
What industry is Pier 39 in?
Pier 39's product category is Waterfront Entertainment Complex. Its primary akta.pro industry code is THAGAAAK, Marina & Waterfront Full-Service Hotels, with a secondary code of THAJAJAA, Sightseeing & Scenic Boat Tours (Harbor, Sunset, Dolphin/Whale Watching). Its NAICS code is 713930 and its SIC code is 7900.