San Francisco’s historic downtown marketplace, formerly known as Westfield San Francisco Centre, has been rebranded as the Emporium Centre San Francisco. The new moniker aims to evoke the site’s rich history as a hub of commerce, couture, and community, and marks only one aspect of a broader effort to rejuvenate the center.
The decision announced by Trident Pacific and JLL came as part of a wider agenda to instil a renewed “spirit of success” among downtown retailers and eateries. “Our job is to write the Centre’s next chapter by simultaneously stabilizing and improving the property,” shared Gregg Williams, Principal Receiver of Trident Pacific.
The endeavor will involve introducing new branding elements, like a revamped logo, signage, updated website, and fresh social media channels in the near future. These changes nod to the century-long history of the site, with Williams noting, “During the Centre’s 128-year history, it has evolved with the times to sustain and reinvent itself as a community gathering place.”
Real estate services company JLL has been enlisted for property management and leasing agent duties. Inherent in JLL’s appointment are the extensive resources of a leading commercial real estate enterprise with a proven track record in property investment and development.
Heading up the rejuvenation efforts as the Centre’s new General Manager is JLL’s Lane Wade. Wade, a seasoned hand in managing retail and mixed-use properties, expressed an affirming outlook on the Centre’s prospects, stating, “San Francisco has always emerged stronger from fluctuating economic cycles and we believe this unique and accessible location will too.”
Five key areas are the centerpieces of the rejuvenation effort: improving conditions for current retailers and restaurants, introducing and cultivating new business in entertainment, experience-based services, and cuisine, refining guest services, re-solidifying the Centre’s status as a community hub, and cooperating with local government and business communities on area improvements.
The refreshed Centre aims to foster diverse retail and office tenant bases, including medical, education, technology, fitness, and recreational sectors. The approach, guided by preservation and innovation, also seeks to harness the property’s inherent grandeur, such as its 102-foot-wide glass and steel dome, as a venue for gatherings, business incubation, and celebrations.
Executive Director of the Office of Economic and Workforce Development, Sarah Dennis Phillips, expressed excitement about the project, hinting at its potential: “The success of Downtown depends on diversification, and the success of the Centre does too. It presents a very real near-term opportunity to add life, energy and interest to the Union Square and Yerba Buena districts.”
As part of the wider Roadmap to San Francisco’s Future initiative launched by Mayor London N. Breed, the rejuvenation project bears testament to the city’s efforts to bolster economic vibrancy and resilience. The initiative includes regulatory changes, tax reforms, planning law revisions, and a host of other endeavors to transform Downtown into a more dynamic destination.
The changes seem to be catalyzing enthusiasm, as CEO of Union Square Alliance, Marisa Rodriguez said: “We’ve taken substantial steps to ensure that Union Square is a clean, safe, and welcoming experience to help the City rebuild trust and excitement in the area.”
The Emporium Centre San Francisco is poised to become not just another shopping center, but a pulsating embodiment of the city’s cultural, retail, and entertainment attractions. As the project unfolds, locals and visitors alike are eagerly anticipating the new chapter of this landmark site.
