Pier 39 points to trio of summer openings as a sign of continued rebound

Pier 39 officials pointed to a trio of businesses opening this summer as another sign that the San Francisco waterfront shopping center and tourist attraction is rebounding from the COVID-19 pandemic.

Amici’s East Coast Pizzeria first welcomed customers through its Pier 39 outpost’s doors earlier this month, while Humble Sea Brewing Co. and Fire + Ice Grill and Bar are set to open later this summer. Officials with Pier 39 said that the trio of openings signals a new era for the popular tourist destination by providing patrons with glimpses of the state’s culinary scene.

The pier’s occupancy rate is at almost 90%, the officials said, and the pier’s sales volume is at 95% of pre-pandemic levels. More than 11 million customers visited the pier in 2023.

Scott Gentner, the president and CEO of Pier 39, told The Examiner the brewery and restaurants are “the perfect complements to the pier’s family of food, beverages and San Francisco’s classic flavors.” He said that more than 80% of the businesses already on the pier are locally owned and operated.

Above Pier 39’s twinkling carousel, Amici’s East Coast Pizzeria is already slinging pizzas inspired by New England-style brick-oven pies. Peter Cooperstein, Amici’s president, said the pizzeria opened its 4,000 square-foot restaurant July 2 in the former Lorenzo’s Pizzeria space in order to capitalize on the Fourth of July weekend.

The Pier 39 opening marks something of a transition for Amici’s, which will close its Marina location when its lease expires at the end of the year, although Cooperstein told SFGate that the chain wants to open “a replacement spot in the same area.”

“Our customers can expect the same delicious pizzas, pastas and great service they’ve become accustomed to,” Cooperstein said.

Santa Cruz-based Humble Sea Brewing will open its 80-seat taproom and beer garden later this month in the space formerly occupied by the Wines of California Wine Bar, which closed in 2019. Visitors can take in sweeping views of the bay while enjoying a variety of beers.

Employees with Fire + Ice, which has a location in South Lake Tahoe, are currently overseeing the construction of a 4,500 square-foot restaurant. The eatery, from which the Golden Gate Bridge and Alcatraz Island are visible, will let guests create their own meals from a fresh-food market and watch as chefs prepare the dishes. Pier 39 officials said they anticipate Fire + Ice will open by the end of August, but the timeline depends on the project proceeding as scheduled.

Sue Muzzin, Pier 39’s vice president of public relations, said that the new businesses will provide guests with alternatives to the pier’s bigger commercial chains, such as Hard Rock Cafe and Bubba Gump Shrimp Co.

“To be able to have local businesses here, for us, it continues that small-business feel,” she said. “People like to come to San Francisco and feel like they are sort of hanging with the locals, so to speak.”

Cooperstein said that Amici’s “spacious and beautiful” Pier 39 location became an attractive prospect because the location allows the staff to maintain connections with regulars who have frequented the Marina district spot over the years while also expanding its offerings to tourists.

“Not only can we still see our locals but it’s fun to meet visitors from around the world,” he said. “Our whole Amici’s team is really excited about this new venture.”

Maintaining connections within The City is part of Pier 39’s focus, too, officials said. Muzzin said that continuing to capture parts of San Francisco’s flavor through its offerings will be key to Pier 39’s continued recovery.

“People like to know what is more of a local trend,” she said.