Pier 39

Waterfront Entertainment Complexpier39.com

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

Waterfront entertainment complex
Tourist attractions
Shopping center
Waterfront dining
Visitor parking services

Where Pier 39 is headquartered

Location

Headquarters

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 offering

Core 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 profile

Segments3 records

Ideal customer profiles3 records

Pier 39 technology and API

Technology

Technology 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 signal

Partnerships

Ten partnerships are on record, tiered minor and core.

Ben & Jerry'sminorGTM or Marketing Partner · 14 April 2026Ben & 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
LidsminorGTM or Marketing PartnerLids X Topps Chrome Rip to Rep Promotion from April 15-19; customers purchasing Topps Chrome Football packs can win free jerseys
PepsiCo BeveragescoreGTM or Marketing PartnerCorporate sponsor providing wide selection of soft drinks, iced teas, and beverages to 12+ million annual visitors; category exclusivity
Lappert's Ice CreamcoreGTM or Marketing PartnerFresh and local handmade ice cream with unique flavors; located at PIER 39 with products featuring flavors from around the world
AT&TcoreGTM or Marketing PartnerProvides free Wi-Fi to all guests throughout PIER 39 property
The Marine Mammal CentercoreStrategic or Co-development PartnerNon-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 PartnershipscoreStrategic or Co-development PartnerIn-house sponsorship agency managing long-term branding, corporate partnerships, event sponsorships, sampling, display, and product introduction opportunities
Blue & Gold FleetcoreStrategic or Co-development PartnerPremier 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 ZephyrminorGTM or Marketing PartnerPreferred 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 AssociationcoreStrategic or Co-development PartnerVisitor 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 assessment

Direct 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 financial estimates

Financial estimate

Revenue estimate

Valuation estimate

Pier 39 leadership team

Management profile

Number of profiles

Profiles3 records

Pier 39 funding detail

Funding detail

Funding 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 investment

M&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?

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.