• Average household income - $87,000
• Average length of stay - 3.5 hours
• Average age - 44 years
• U.S. visitor (outside CA) - 28%
• International visitor - 17%
• Local visitor (9 Bay Area counties) - 32%
  
• Average expenditure per visit: $102
• Visited PIER 39 previously - 70%
• Satisfied with visit to PIER 39 - 96%

According to 2011 Summer intercept study conducted by John Rigney & Associates.  Percentages vary according to season and special events.

• Located on San Francisco's waterfront/Fisherman's Wharf
• Estimated more than 8-10 million visitors visited Fisherman's Wharf annually
• San Francisco's Premier Bay Attraction
• 45-acre waterfront property
• Two-level, outdoor festival marketplace with 110 specialty shops, and 14 full-service restaurants
• 300-berth marina
• 976-car parking garage
• Open year-round

• Bay Cruises
• World-famous Sea Lions
• RocketBoat
• San Francisco Street Performers
• San Francisco Carousel
• Aquarium of the Bay
• Players Arcade & Sports Grill
• Cable Car Tours