After a lengthy in-house rebranding study, developers for San Pedro’s new waterfront attraction have come up with a new name, a new look — and a couple of powerhouse restaurant tenants to announce.

The old name — San Pedro Public Market — has been jettisoned. Instead, the development will now be known as West Harbor.

“We’ve been thinking about the project and working on it,” said Kathleen Maguire Miller of the Ratkovich Co., the lead developer on the new waterfront project, which is expected to open in 2022. “We realized it’s much bigger than just ‘a public market,’ so we started asking how do we communicate something bigger.”

West Harbor, she said, is envisioned as more of a district brand that can be used throughout the waterfront and marina areas.

“The name West Harbor,” said Alan Johnson, CEO of Jerico Development, which is working with Ratkovich on the plans, “better reflects the gravity of what is really an entire new district coming to the L.A. Waterfront.”

Work also has begun to coordinate with AltaSea, the marine research campus.

Officials have also announced a new nautical-themed design that will include maritime and international flags and other elements.

A new color palette, including blues to reflect the ocean, is designed to play off the flags and other new looks on the 42-acre site that once housed Ports O’ Call Village.

The look, Miller said, is “bright and fresh and crisp; it also says ‘waterfront.’” 

The developers, meanwhile, have signed letters of intent from eateries for more than 33,500 square feet of waterside restaurant space.

The restaurants currently lined up include the third location for Gladstone’s, a 48-year-old restaurant that has a spot overlooking the ocean in Malibu and another location in Long Beach; a new concept by Greg Morena, who runs the Albright on the Santa Monica Pier and created Pappy’s in downtown San Pedro; and a restaurant envisioned by Robert Bell, chef and owner of the now-closed Chez Melange in Redondo Beach.

The San Pedro Fish Market, which has remained open on the site, will continue as a tenant in the new development with a new building.

Final negotiations are underway also with Nederlander Concerts for a 6,200-seat amphitheater that will be built on the waterfront. If plans go forward to move the USS Iowa to the Southern Pacific Slip, the historic World War II battleship will serve as a backdrop to the entertainment.

Harbor Breeze Cruises is onboard for waterside attractions, water taxis and harbor cruises.

And outdoor spaces will continue to be central, including plans for a brewery and beer garden that could be built to connect to a barge with seating.

There could even be a beach.

“There’s a desire for a beach space where people could walk through sand to order drinks” before heading out on a gangway to the barge, Miller said.

Included in the dining and entertainment venue will be farmers’ and pop-up markets.

Like most everything else, however, the coronavirus pandemic has slowed the plans. A groundbreaking planned for earlier this year had to be canceled but will now take place in 2021, with the development set to open sometime in 2022.

Developer Wayne Ratkovich, speaking in January at a groundbreaking for the promenade and town square that will be part of the project, said the process had been long and complex.

He characterized the effort as a “massive redevelopment of the entire San Pedro waterfront.

“This is not a minor remodeling job,” Ratkovich said at that time. “This is a major, historic construction project.”

The Port of Los Angeles has continued work on the infrastructure, with about 30% of the promenade completed.

The 1.9-acre, 30-foot wide promenade will run parallel to the port’s Main Channel for about a mile, meeting a new 4-acre town square at Sixth Street and Harbor Boulevard. It will provide a public space that will link to the San Pedro Public Market being built to the south.

The $33 million LA Waterfront town square is now also under construction next to the Los Angeles Maritime Museum and will serve as the gateway to the project. It is scheduled to be completed in 2021.

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