San Francisco, CA – Today, Mayor London N. Breed joined the Office of Economic and Workforce and Development (OEWD) and the Downtown SF Partnership (DSFP) community benefit district to announce Oktoberfest on Front, the first-ever Entertainment Zone event in California history, on Friday, September 20, from 2 – 10 p.m. During the free event, three Front Street businesses—Schroeder’s, Harrington’s Bar & Grill, and Royal Exchange—will be permitted to sell alcoholic beverages to-go to attendees as they enjoy live music, themed beer games, costume contests, and more.
In May 2024, Mayor Breed announced Front Street, between California and Sacramento streets, as the first entertainment zone in San Francisco and the state. Sanctioned under Senate Bill 76, which was authored by State Senator Scott Wiener and went into effect this year, the ordinance permits bars, restaurants, wineries, and breweries to sell alcohol to-go for consumption within the zones during special events and at other designated times. Front Street Entertainment Zone events will close the street to vehicles for pedestrian use to incentivize increased foot traffic and help redefine how people experience Downtown. Entertainment Zones are designed to support the sustainability of local bars and restaurants, spur neighborhood economic development, and activate public space through fun community events.
“We are focused on transforming Downtown into a vibrant 24/7 destination that offers more economic opportunities for our bars and restaurants to excite residents and draw visitors from across the City and beyond,” said Mayor London Breed. “We are thrilled to see the expansion of this beloved San Francisco tradition and to be the first city in the state to take advantage of the new Entertainment Zone legislation, which paves the way for a nightlife renaissance in San Francisco’s Downtown and neighborhoods citywide. I want to thank Senator Wiener, Downtown SF Partnership, Schroeder’s, Harrington’s Bar & Grill, and Royal Exchange for making this event possible.”
“We see the best of San Francisco when community events make our streets come alive,” said Senator Wiener. “I’m thrilled that under Mayor Breed, the City has jumped at the opportunity to provide new opportunities to activate our streets and revitalize our downtown. I’m working to expand this program across the state, and proud to see that once again, San Francisco is leading the way.”
At Oktoberfest on Front, AlpineSound will delight visitors with German polka, followed by Ladyhosen from 3-7 p.m. and Pop Rocks closing the night, from 7-10 p.m. Other specialty offerings, both indoors and outdoors, include traditional Oktoberfest games like Stein holding and beer chugging (with non-alcoholic beer), as well as axe throwing and pretzel toss. No reservations are needed to take part in the German-inspired festivities. Attendees are also encouraged to celebrate by wearing lederhosen and dirndl.
According to Andrew Chun, Schroeder’s Managing Partner, “We're excited to be a part of the first Entertainment Zone in California. This is a great opportunity to reimagine what the Financial District could be. The history of this neighborhood is part of the foundation of San Francisco, and we can't wait to take this opportunity to be a part of the next chapter of the city."
"Having the first-ever Entertainment Zone in the State of California is a great honor. Oktoberfest is our chance to show the City and the State just how rad these zones can be and how good music, good vibes, and old-fashioned good times can help our beloved downtown San Francisco surge back in full, magnificent glory," said Ben Bleiman, Managing Partner of Tonic Nightlife Group.
“We're super excited to help launch the first Entertainment Zone event on Front Street—it's going to be a lot of fun. Royal Exchange will have craft Oktoberfest beers and great specials for the celebration. We are grateful for the Downtown SF Partnership and the city's support in helping us bring the downtown back to life," said Mike O'Brien, owner of Royal Exchange.
Front Street between California and Sacramento streets intends to serve as the premier model of a successful Entertainment Zones. In July 2024, DSFP announced its partnership with Gensler, a global architecture, design, and planning firm, to design the Front Street Entertainment Zone. The design vision, which will begin to materialize after the Oktoberfest event, reimagines Front Street as a dynamic and adaptable space for the modern user, that facilitates gatherings of all kinds and uses to energize and support the area's businesses.
“It is truly exciting to be one of the teams bringing California’s first Entertainment Zone to life, right here in downtown San Francisco,” said Robbie Silver, President and CEO, Downtown SF Partnership. “Oktoberfest on Front marks a pivotal moment in our ongoing efforts to reimagine downtown as a vibrant hub for entertainment. This event not only showcases the strong collaboration between public and private partners but also sets the stage for future transformations across the state. As we pioneer the design and implementation of the Front Street Entertainment Zone, we hope to inspire similar initiatives that uplift local businesses and create people-focused experiences that redefine the downtown experience.”
The creation of Entertainment Zones is a component of the Mayor’s Roadmap to San Francisco’s Future and builds on a series of entertainment initiatives designed to showcase and support the San Francisco music and entertainment sector, boost neighborhood vitality, activate open spaces, and enhance the City’s economic revitalization through arts and culture.
“Launching the state’s first Entertainment Zone is another example of San Francisco’s innovation. We are transforming the way people experience Downtown and paving the way towards a 24-hour district,” said Sarah Dennis Phillips, Executive Director of the Office of Economic and Workforce Development. “I want to thank Mayor Breed and Senator Wiener for their leadership and our partners for jumping on board with our vision.”
Other initiatives launched by Mayor Breed as part of the City’s broader economic revitalization work include:
- Bricks at Embarcadero Plaza, a 12-week pilot launched on August 7, presents weekly trivia nights, tango dance lessons, Friday happy hours with music and other arts activities, lunch-time professional networking and panel discussions, and family days every Saturday with the Children’s Creativity Museum.
- SF Live free concert series in iconic open spaces such as Union Square Plaza and Civic Center Plaza presented in partnership with San Francisco’s leading entertainment and live music venues.
- Five Bhangra & Beats night markets have drawn approximately 50,000 attendees.
- The Crossing at the East Cut, which features ongoing outdoor movie nights and screenings, soccer and pickleball, and a variety of food and beverage vendors.
- Holiday seasonal programs like Union Square’s Winter Walk and the annual Let’s Glow SF holiday light art festival.
- A series of three complimentary Downtown concerts presented by Another Planet Entertainment. The first concert featuring Dirtybird: Back to Baysics on July 21, drew approximately 5,000 people to Embarcadero Plaza.
- Vacant to Vibrant, which pairs creative entrepreneurs with Downtown property owners to transform vacant spaces into dynamic pop-up experiences. Fifteen storefronts are now open through the program.
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