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Originally known as the Barbary Coast, the Downtown Waterfront District has a rich history that dates from the Gold
Rush, a rough-and-tumble era that ignited when gold was discovered in California during the 1840's. From April to
December 1849, more than 700 vessels steamed through the Golden Gate filled with fortune seekers hoping to strike
it rich. Many of these ships were beached in their berths and converted to warehouses, offices and saloons, the
first commercial enterprises near where Embarcadero Center now stands.
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By 1862, this area of moored ships was nicknamed the Barbary Coast and had become a raucous district of prostitution,
dance halls and thievery. The Coast continued to flourish until 1911, when Major James Rolph initiated a clean-up.
Shut down for good in the early 1920's, the area became San Francisco's Produce District. A forerunner of the
weekend Farmer's Market that exists near Embarcadero Center today, the area's narrow streets were lined with
vendors selling fruits and vegetables.
When urban renewal laws took hold in San Francisco in the 1950's, city planner M. Justin Herman spearheaded a plan
to redevelop the site where Embarcadero Center now stands into a mixed-use "city within a city." David
Rockefeller, John Portman, and Trammel-Crow submitted the winning proposal to develop the 8.5 acre site.
Embarcadero Center's five office towers were built in phases, beginning in 1968 and
ending in 1983. The office towers, which have a daily population of 14,000, quickly became the corporate
headquarters for many major companies.
Further expansion occurred during the mid-1980's when commercial property became available directly west of the complex. The project was expanded to include Embarcadero
Center West located at 275 Battery Street.
The Embarcadero Roadway Project has led to an entire renewal of the Downtown Waterfront District that is
ensuring a bright future for Embarcadero Center. The Center is just steps away from the 42,000-seat SBC Park,
home to the San Francisco Giants baseball team, which opened in April 2000. The waterfront is also
the scene of the new Muni F-Line transportation system featuring historic streetcars from around the world.
Future projects include the renovation of the historic Ferry Building, a cruise ship terminal and dozens of new
restaurants, condominiums, hotels, and entertainment attractions.
Embarcadero Center successfully combines a desirable office address with over 120 quality shops and restaurants.
Stores range from local, independent retailers to names that are
internationally recognized, while restaurants provide a diversity of cuisine
and dining styles. The Embarcadero Center Cinema is a leading exhibitor
of first-run art, foreign language and special interest films. The Center is also the site of frequent
special events that include wine and music festivals, art exhibits,
garden shows and holiday ice skating.
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