after decades of neglect without significant investment, the city was at risk of losing this important industry. a slow revival began in 1974 when mayor joe alioto formed a citizen's committee preservation and beautification of fisherman's wharf. [speaker not understood] make fisherman's wharf again one of the nation's most vibrant and seafood centers. modern [speaker not understood] at hyde street so the fishing fleet. the center piece of this plan was developed into pier 45 seafood and processing center at the port. decades of neglect started to be reversed. 1986, 1200 foot break water was built to protect the fleet, 30 acre commercial harbor which was the first step. and just as plans started to get traction, just like the fisherman have to deal with mother nature, so did the port.

in 1989 loma-prieta earthquake altered the timeline and cost for renewal of fisherman's wharf. pier 45 the planned location for seafood center suffered significant earthquake damage and chased away the last number of dwindling company doing fishing at the port. the cost skyrocketed and for a moment it seemed there may no longer be any fish at fisherman's wharf. undaunted, we began a $14 million earthv quake repair project at the wharf at pier 45 which when completed turned into dee cap it seismically pier into a receiving processing center. i can recall pundits at the time saying the industry was too far gone and it would never come back to san francisco. even if we fixed pier 45. luckily, when the facility opened in 1995, the receiving and processes and companies flocked back to fisherman's wharf and the sheds were

unleashed to capacity almost immediately. today they remain at capacity with over 100,000 square feet of modern fish handling distribution space to 20 fish processors and receivers. it is today northern california's leading seafood center. the next infrastructure project was the construction of the $7 million hyde street harbor. commissioner brandon, you were on the commission when that was approved and ratified. it provides berthing for the larger more modern fishing vessels. it opened in 2001 and has 62 berths for -- with modern amenities for the larger transient boats that chase seasonal catches up and down the west coast. the progress continued. just this last year, a $2 million harbor office joint operation center was completed at the foot of hyde street harbor. an old 50 year old aluminum building was transformed and provides amenities for local and visiting commercial fishermen. it also houses the port's new harbor office. and as well as home to the san

francisco marine unit and their dive team, san francisco fire department fast response crews. and then this past year continuation of this commission direction the port maintenance teams, tom is here someplace, spent close to a million dollars and in record time rebuilt wharf j4 [speaker not understood] to make sure that the home fleet had a place to safely tie their boats up. so, commercial fishing processing predates the port. it is a vital maritime industry that requires continual nurturing and attention. wield salmon, craft, [speaker not understood], and other seafood delicacies do not magically appear in grocery stores and on restaurant menus. fishermen and their family sale the pacific searching for their catch while receivers and processors market and distribute to the region. in closing, hidden -- i want to emphasize --

[laughter] >> this is actually one of my favorite slides because it's the new [speaker not understood] in san francisco. if you look at the guy's t-shirt on the back it says "shut up and fish." i'm going to shut up. in any event, in closing hid men plain sight a few steps is the fisherman's memorial chappell. it's a touching tribute to the generations of is not franciscans who have dedicated their lives to the sea. ~ chapel. overlooking the wharf chapel stands for the fishermen and women who have braved cold and howling wind. [speaker not understood] it list the names of fishermen who have lost their lives in their dangerous profession. the port greatly values the fishing industry and understands our role to protect this vital way of making a living. the port is proud to maintain its historical service on behalf of the city and our region. so, with that i'd like to thank you for your attention. >> thank you.

is there any public comment on this item? >> there is, barry collins. good afternoon, commissioners, director. pretty tough act to follow there. did an excellent job with that history. congratulations on the port's 150th anniversary. my name is larry collins and i've commercially fished out of the wharf for 30 years. ~ i'm the president of the crab boat owners association. i'm also the president of the newly formed san francisco community fishing association. the fact that there's still a working fleet out of san francisco is nothing short of a miracle and due in large part to the support of the port of san francisco. we're lucky here in the city to be next to some of the richest fishing grounds in the world. our local waters team with

salmon, crab, hal butt, saul and hering. they're managed for the most part in great shape. it makes it possible for our small family owned portfolio boats to make a good living. these top of the line products combine with local market street makes it a win/win for the local consumers. tourists come from around the world to eat at our famess seafood restaurants and see the boats. the fishermen and women add genuine color and tradition. salmon season has been one of the best in the last decade bringing transient boats to fill the slips, buy ice, dine in our bars and restaurants and unload their salmon. all this commercial generates millions of dollars for the local economy. it also helps to make fisherman's wharf a world class destination. the fleet thanks you for all your support. i'm sure my great-great, many more greats grandson will be here to congratulate you on

your 300th anniversary. [laughter] if you have any questions about the fleet or how it's going down there at the wharf, we started our -- which is the first on the west coast -- the community fishing association 2-1/2 years ago with help from the port with the grant from the ocean protection council and some help from eco trust. and we started with 7 boats. what we do is we give our fishermen access to the hoist and access to market street. and i've been running this for these guys buying and selling all their fish. and then at the edv ~ end of the year we return through profit sharing all the profits of the business. the local fishermen love it and now we have 19 boats and still more people asking to join. we're able to put some of the most beautiful product on the market. we've been able to work with all the other processors. i think they were a little nervous at first when the

fishermen would have a hoist, but we've been also in charge of running and maintaining the ice dock down there. we've put quite a bit of money in the last 2-1/2 years into maintaining that ice dock. if i have to buy another $800 loader it's going to drive me crazy, but the ice is the best it's been looking. the fishing business is the best i've seen it in a long, long time. thank you. >> thank you. >> thank you. >> is there any other public comment? commissioners, any other questions, comments? >> thank you so much, peter. that was a great presentation. we appreciate it. >> item 9, c, request approval of memorandum of understanding among the city's office of economic and work force development, the port and the america's cup committee regarding the pilot donor program david campos recognition program in association with one sf celebrate the cup at piers 27-29. ~

>> good afternoon, commissioners and executive darer. i'm kerry mcclellan with the san francisco's america's cup organizing committee. it's nice to be back before you again. i'm building on the presentation that happened in april, earlier when we came before you with the first

concept of the pilot donor program, which is one of the tranches of our work in raising funds and awareness to support the city and county of san francisco and its departments in hosting the 34th america's cup. we've created the strategic campaign called one sf celebrate the cup, both very principally about raising funds, but also through building awareness of the community and legacy benefits. not only of the america's cup, but it's a nice dovetail with the 150th anniversary of the port as well. and all the city and port has leveraged through the planning and preparation for the event. from that initial feedback that we received on april 9th, we're coming back before you today to present an m-o-u, memorandum of understanding as well as the underpinnings of the goals of the program. at the last presentation you asked about what specific considerations, specific assets that we were considering, how

the funding would work, both in term of the funds that were raised and what expenditures there would be spent on as well as proposed schedule should this be approved. as you are well aware, there are other departments here in san francisco as well as cultural institutions that have donor recognition programs whereby individuals, family foundations, really local companies that want to support that institution have the opportunity in turn to be recognized for that contribution. and we've looked at the partnership between the san francisco parks alliance which supports the rec and park department. they have our bench program support a number of local parks and organizations that want to rebuild their park or invest in their community center and they've provided the framework in the past for that department. and we also looked -- members of my development team and some of our consultants have worked not only for sf gnome a and cal academy of sciences, but other ubsv institutions and members

of my committee ~ which is 75 members strong. we have folks that have been involved in a number of these campaigns with institutions and over the last few months we've been meeting with them seeking their guidance and input on what would be an appropriate program really to test for the port of san francisco. this is something that could be an ongoing revenue source for the port. so, very specifically, the goals of the program, first and foremost, is to raise revenue. we also want to create an opportunity to provide funding for additional public amenities in the northeast wharf plaza that are not otherwise funded by the general obligation bond. provide a real world test of the marketplace to see if this is a program that should the port decide to continue with it after it's launched, are there other locations around the waterfront, maybe in fisherman's wharf as we were just hearing from the commercial fleet, new benches at pier 45, there are a whole host of new parks and programs that are coming online along

the waterfront or existing ones. you may want to consider adding these amenities to. we are also creating this program really looking at a variety of donation levels so that we can have folks participate really within the spectrum of other programs around the city and i'll get into this in a little greater detail when i talk about the specific aspects. we're really trying to raise as much money as possible and finish the phase, but also create a broad spectrum of participation. the site specific considerations, really looking at what the port has been able to capitalize in using the america's cup as a catalyst, both for planning and preparation of the environmental review process. with the delivery of the james r. herman cruise ship terminal, i think it was prop b, providing funding for the northeast plaza, we have the opportunity now to add a couple additional elements. one could be up to a thousand bricks. we're looking at 4 by 8s and 8 by 8s.

if you've been down to at&t park recently they have a number of bricks that have been installed in the same dimensions for those of the recent championships. we're also looking at -- and this would be integrated -- look at the map here for a second that shows the location we're talking about here. if you can queue me i can point to it at the same time. this is a rendering provided by kmd which is part of the original partnership that designed the cruise ship terminal and plaza. they were talking about the bricks in consultation with the port staff, a place we thought would be an appropriate place for the brick. it's right along the rise of the walkway. integrating up to a thousand bricks into the edge of the

walkway and the lawn. so, it would really be integrated into that space. that was one of the sites that the staff had recommended. we're also looking at up to 72 benches. you can see a can you l of those benches here in this presentation that are already built in, but they're really throughout the northeast wharf plaza. i have an image. this is also a rendering by kmd showing, you know, a plaque that could be placed in one of the benches that's already been originally conceived as being incorporated into this, into the parks. i just want to make, as i've noted here, that none of the --

that we're proposing today is a pilot program includes what may have been previously alluded to as naming rights for this particular park, the piers or the building. the james r. herman cruise ship terminal already has a very appropriate name. the port staff will go through a prosis of naming the northeast wharf plaza park in its own time and will come back to you with a recommendation on that ~. that also is not one of the assets that's currently being considered. but i just want to be really explicit in that in case there had been any concern about that. elements within the northeast wharf plaza, specifically we're talking about the lawn space, the walkway adjacent to the lawn, and i'm going to come back to you with another map here in a second. the open plaza area and the point at the end of the pier.

i think the lawn is fairly obvious in this picture. it's got the trees around it. the walkway was also in my -- i was pointing to previously, it's the area that cuts between the edge of the embarcadaro and the lawn itself. and then the plaza is the area we're referring to where the trees are and the planters. and then elements within the james r. herman passenger cruise shipship terminal were after considerable confrontation the two that we think are most likely to be valued assets are the second floor event space ~ as well as the exterior concourse on the second floor which looks out at the beautiful bay lights.

we anticipate the second floor space concourse will be used extensively for events. they play a critical role, certainly in serving passenger cruiseships, but also for the event space. and we're looking at a donor recognition wall at the western edge of the second floor event space within the terminal that would acknowledge investment of san francisco's waterfront with donor's names as well. and at this time i want to take a -- just brief break in my presentation and ask mike martin from the office of economic and work force development to come up and speak to the point about funding and how fund that are raised from this program would support the expenses for capital and operating relative to the port's expenses. i'll come back and i have a couple more slides and i'm happy to take questions. >> thanks, kerry. good afternoon, commissioners. mike martin, america's cup project manager and the office

of economic and work force development. i just wanted to walk through this slide and sort of describe a little bit of the process and my role in this partnership. we've been working with port staff and acoc staff and attorneys to sort of craft a proposal that we think sort of achieves two objectives. first is to. iously bring benefits to the port as part of its donor recognition, but at the same time to support the acoc and its mission to support the america's cup event. we see these as very much mutually supporting. so, what we were trying to do is find things that were sort of in that sweet spot, both in terms of useful for the event, but also having sort of benefits of the harbor fund going forward. so, from the top of this you'll see pier 29 substructure end wall i have propertivs have been completed, some in the future, all of which we'll be able to use funds here to benefit the harbor fund to allow that to happen without using as many resources from the port's own funds.

the next two items are operational costs of the event on port property, wastewater facilities, the port a potties holding tank on the waterfront as well as utility costs of the venues. the next item, consultant fees and toll reports, this was a cost incurred as we were developing the process -- the project during the early phases of environmental review. port tenant relocation costs, there have been a couple of businesses relocated from the port venues so these costs have been incurred by the step ants as part of their agreement to move to a new space. piers 30-32 upgrade, these were upgrades that were made to make piers 30-32 safe for the team based facilities that are there now and also the ability to have a public access area on 30-32 so people can come to see the activities the teams up close. and then lastly here, the pier 19 south apron improvements, another apron that is open for public access.

and, again, as another legacy benefit of the america's cup event that really, you know, adds yet another place on the port's waterfront for the public to come to and enjoy the water. so, that's how we construct the list. we think it's a good list that presents a lot of opportunities for benefits for both the port and the event. >> a couple more slides. also the outreach promotion. we will be working with the port as well as staff and take your direction on this as well. wanting to reach out to a number of waterfront stakeholders. we're using this site along the central waterfront engaging with neighborhood groups, engaging with the maritime industry, business owners, as well as folks that are coming to the america's cup to participate and visiting piers 27-29 for the first time and seeing what amazing gem it is for san francisco. and we have the ability to access folks who have purchased

spectator tickets and will promote this program to them. community newspapers, letters, we have a website celebrate the cup.com. it would be an opportunity to invest in the port and a number of promotional events. we have been in the market over, ghosh, two years now, raising funds to support our efforts and have had conversations going with a number of major donors that have allowed us to raise the funds to date. but with this addition of this program, we would be able to go back to a number of those and ask them if they'd like to participate in this program as well. you know, i would like to let you know that what i went over the last couple of years, a come years in this role and leveraging our development team's expertise. typical life cycle of an 234tionv by a donor in a program like this really depends on the value of the asset and then their particular interest in it. when you look at what we'll be offering if this program, the bricks we think we would offer

about 150 to $300. again, choosing that amount based on what else is available in the market and what we think resonates with the port's 150th anniversary and what could go quickly in an effort to sell up to a thousand. the benches we think were valued at about $25,000 that is comparable with what rec/park offers for their most valued assets at the house of fine arts, union square and harding park. they offer benches at 10 k and 5k at other locations, but we picked the highest level there. the terminal assets, we think, are somewhere between half a million to a million dollars apiece. that was when we were talking about the second core event space and the concourse. the northeast waterfront plaza assets we think would range between a million dollars to $2.5 million. and the point itself a million 5 to 2-1/2.

this is our best guess. the marketplace will really ultimately decide, but this is our assessment of what we think is the appropriate value. and i note here the life cycle from cultivation to commitment, there is only asset. people can buy bricks through the website. it could be quickly. even weekdays. for those large donor can take six, nine months, or even longer to close those. so, i would welcome the opportunity to take your questions and comments and appreciate the opportunity to bring this forward. it's been our pleasure to try and leverage this event as a legacy benefit for the port should you want to move forward with the pilot program. >> great, thank you. can i have a motion? >> and i forgot, i have a timeline. sorry. one other thing i wanted to walk through. when we were here before you in april getting your direction and input, we built out the pilot program guidelines and

looked at what the assets would be. we're here for your formal approval. we'd like to take one of the next four months to market and implement the program, come back in january, give you a report on our progress, and then be able to incorporate a number of these elements that we hopefully with success will have filled and can be incorporated into the 2014 buildout of both phase ii of the terminal as well as the northeast wharf plaza. with that, ends the presentation. >> thank you. is there a motion to approve this item? >> i make a motion to approve. >> second. >> and we have public comment. alex walker. good afternoon, commissioners. executive director. my name is alex walker with san francisco beautiful. was here last month because we

had seen the news of the donor's program. we were worried about naming rights because at san francisco beautiful we have had a policy of -- it whatant sure we have a specific [speaker not understood] in our places, making sure we're not doing naming rights for corporations and plastering those on places. but this programming coming today to say for the most part we're happy to see that it's said here there are not naming rights for pier parks or buildings. even though i haven't seen the specific mention in here, i haven't seen corporate mentioned. i'm assuming it can be individual and foundational gifts. i haven't seen that with the m-o-u i looked through seeing it exactly stated here. the biggest thing we wanted to bring up, we wanted to make sure this is going to be a place making, not a place taking. bricks, benches, that's not the issue. the one that [speaker not understood] the elements, the

parks -- open plaza area and the point saying we're going to put a name. how is that going to look? on a park, how is that going to look on that point? what are we going to have to signify that? and is that going to be something if we open up to more of a commercial naming right and in a way or if it's going to be an individual foundation that's going to have the ability to have their name on the cruise terminal or the cruise terminal concourse or the lawn, the point at the eastern end of the pier, et cetera. that's kind of the question that we're looking at here. we hope that there is going to be the more explanation what this is going to be looking like. the diagrams we've seen so far don't really show a actually it's going to look like. it's zoomed out, not the renderings of the [speaker not understood]. what we'd like to see what it's going to look like when it's actually paired. so, for the most part we want to, you know, be part of the

conversation, you know, except that we -- you know, we're worried, we're not as worried as we were, but we just want to make sure when it comes to this program where we're naming such large areas, when we go out of the bricks and the benches, we're going up to a larger area, what is it going to be looking like? is this something that's going to be really in your face and be kind of this place taking that we are a little bit worried about. so, we're hoping that we can maybe have a little bit more about what that actually might end up looking like. as i said, we're very happy to continue with the dialogue because we want to make sure that these programs have [speaker not understood] they're not going to be wholesale taking of these facilities. >> thank you. marlowe henke. thank you. my name is marlowe henke, past president of san francisco beautiful and i'd like to echo

alex's comments, that we're not here to formally give a yes or a no on the donor contribution program as well as the bricks and the tiles, but there is concern of a creeping naming rights program if large areas are named for corporations. would like to say, though, that i'd like to expand on an observation that commissioner adams made earlier, which is the port belongs to all of the citizens. it was the anonymous taxpayer, the anonymous citizen who funded the construction, the maintenance of our ports. the problem with corporate naming rights is that large commercial interests jump in front of the anonymous ordinary citizen and collectively we begin to lose our sense of place. there is another issue, i believe, a political reality with the draw to go towards the naming rights scheme. and it's this.

it's that government, particularly now, has never had more money than it needed. and our governments are -- and the port is strained, too. it's very difficult to turn away any additional revenue, however small. you know, every little bit helps, or does it? if it was corporate naming rights, that comes with a intangible cost. i think given san franciscans historic aversion to assess [speaker not understood], corporate naming rights we're taking a bypass on. back to the tiles -- in contrast, though, the tiles and the bricks that are being offered here, 150, $300 per brick, for instance, that is gratifying opportunity for ordinary citizens who have already invested in our port to volunteer to express additional support for this proud port. 150-year anniversary, we've