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Ghirardelli Square: the Best Piece of Urban Space in the Country San Jose State University SJSU ScholarWorks Master's Theses Master's Theses and Graduate Research Spring 2021 Ghirardelli Square: The Best Piece of Urban Space in the Country Samantha Iverson Johnson San Jose State University Follow this and additional works at: https://scholarworks.sjsu.edu/etd_theses Recommended Citation Iverson Johnson, Samantha, "Ghirardelli Square: The Best Piece of Urban Space in the Country" (2021). Master's Theses. 5181. DOI: https://doi.org/10.31979/etd.qvyc-n8j7 https://scholarworks.sjsu.edu/etd_theses/5181 This Thesis is brought to you for free and open access by the Master's Theses and Graduate Research at SJSU ScholarWorks. It has been accepted for inclusion in Master's Theses by an authorized administrator of SJSU ScholarWorks. For more information, please contact [email protected]. GHIRARDELLI SQUARE: THE BEST PIECE OF URBAN SPACE IN THE COUNTRY A Thesis Presented to The Faulty of the Department of Art & Art History San José State University In Partial Fulfillment of the Requirements for the Degree Master of Arts by Samantha Iverson Johnson May 2021 © 2021 Samantha Iverson Johnson ALL RIGHTS RESERVED The Designated Thesis Committee Approves the Thesis Titled GHIRARDELLI SQUARE: THE BEST PIECE OF URBAN SPACE IN THE COUNTRY by Samantha Iverson Johnson APPROVED FOR THE DEPARTMENT OF ART & ART HISTORY SAN JOSE STATE UNIVERSITY May 2021 Dr. Anthony Raynsford, PhD Department of Art & Art History Dr. Dore Bowen, PhD Department of Art & Art History Dr. Josine Smits, PhD Department of Art & Art History ABSTRACT GHIRARDELLI SQUARE: THE BEST PIECE OF URBAN SPACE IN THE COUNTRY Samantha Iverson Johnson Ghirardelli Square, which opened in 1964, is well known among many architecture historians and urban planners owing to its origins as the one of the first successful rescue and adaptive reuse of a factory site and its place among the shifting urban renewal policies within San Francisco. Previous analysis has focused primarily on the work of Lawrence Halprin and his impact within Northern California; however very little has been discussed in regards to Roth and his team’s original plan for the space along with the outrage taking place concerning urban renewal policies in San Francisco during this time. By examining Halprin's design for Ghirardelli Square both to emerging theories of urban design and William Roth’s model of preservation-oriented private development, I argue that Ghirardelli Square represents a significant, but under-examined model of the 1960s’ turn towards a new synthesis of architectural modernism and palimpsestic urban design. The work of these two men, and the team of planners and architects that formed the Ghirardelli Project Committee, created an innovative plan of rescue and adaptation that resulted in Ghirardelli Square’s place as a significant phase in the history of urban aesthetics and design. With consideration for the ever-changing urban landscape, and the ongoing gentrification experienced today in many major metropolitan areas throughout the United States, this study stresses the importance of cultivating an understanding of historic urban planning and policy that originated in the early 20th century and the subsequent reaction against this same policy beginning in the 1950s. ACKNOWLEDGEMENTS To Jeremiah Johnson, for your unwavering support, coaching, and encouragement through this ever-changing process. You truly are my soul mate and best friend. Thank you for always being there for me. Additionally, I wish to thank the following people by name: Rebecca Hansen, my personal editor, for the constructive and positive feedback during this project along with an eagerness to let me lead a tour of the site. Kristine Bunting, for providing the fire I needed to continue working on this project Cheyenne Cortez, for the insightful and illuminating words and guidance given to me when I re-entered the program. Annissa Conditt, for checking up on and encouraging me to not give up. To my Thesis Committee, Professors and Instructors, Staff and fellow Students in the Art History and Visual Studies Program at San Jose State University: Thank you for never giving up on me and allowing me to be a part of such an amazing program. v TABLE OF CONTENTS List of Figures................................................................................................................... vii Introduction......................................................................................................................... 1 Literature Review............................................................................................................... 6 Chapter 1: Resisting the “Wall Street of the West”......................................................... 10 Urban Renewal Comes to San Francisco.................................................................. 12 Freeway Revolt.......................................................................................................... 14 Chapter 2: Setting the Stage............................................................................................. 18 Russian Hill and the Fight to Save the Waterfront................................................... 19 “Magnificent Act of Civic Rescue............................................................................. 23 Chapter 3: Beehive of Excitement................................................................................... 30 The Man, the Myth, the Legend................................................................................ 34 Imageable City and Choreographed Movement........................................................ 37 A Square of Pure Imagination.................................................................................... 41 Conclusion: The Dream Fulfille d.................................................................................... 52 Bibliography.................................................................................................................... 58 vi LIST OF FIGURES Figure 1. Ghirardelli Square, San Francisco, California....................................... 1 Figure 2. The Master Plan of the City and County of San Francisco, 1945......... 13 Figure 3. Western Addition Area 1 demolition, 1953........................................... 15 Figure 4. Photo of Fontana Towers, 2012............................................................. 20 Figure 5. Lawrence Halprin’s proposal to William Roth, 1962............................ 33 Figure 6. Kevin Lynch, Five Elements of the City, 1960..................................... 39 Figure 7. Architectural rendering of final Ghirardelli Square plan, 1965............. 42 Figure 8. Photo of Street Elevation, Ghirardelli Square, 1965............................. 45 Figure 9. Architectural rendering of Ghirardelli Square, 1963............................. 46 Figure 10. Ghirardelli Square, North Point façade, 1919........................................ 48 Figure 11. Ghirardelli Square Plaza, 1965.............................................................. 49 Figure 12. Ghirardelli Square Plaza, 1965.............................................................. 49 vii INTRODUCTION Envisioned as an urban space teeming with activity by both financial backer William Roth and landscape architect Lawrence Halprin, Ghirardelli Square has become a premier tourist destination, averaging 3.4 million visitors each year.1 Anchored by the ever- popular Original Ghirardelli Ice Cream & Chocolate Shop and Ghirardelli Chocolate Factory, the Square is constantly evolving (Figure 1). Figure 1. Ghirardelli Square, San Francisco, California. The Cultural Landscape Foundation, Washington DC. Permission to reprint. William Roth’s original vision for Ghirardelli Square, and Lawrence Halprin’s subsequent realization of this plan to create “the best piece of urban space in the country,” became the turning point in contemporary urban design and planning.2 The 1 Pierleoni, “Ghirardelli Square circles back with a high-end style”, Sacramento Bee, August 12, 2016; http://www.sacbee.com/entertainment/article95057822.html. (Accessed 10 February 2019). 2 Allison Isenberg, Designing San Francisco: Art, Land, and Urban Renewal in the City by the Bay, (Princeton: Princeton University Press, 2017), 383 1 adaptive reuse of a former factory complex as a vibrant pedestrian experience located within a small urban space of a major metropolitan city is still considered both forward thinking and innovative.3 Eschewing all design options that included popular modernist elements of the time, the Ghirardelli Square team of designers set about to create a space that would not only rescue a historic building, but also entice visitors, and their wallets, away from the suburban shopping mall. The end result had a direct impact on both the North Beach neighborhood and Fisherman’s Wharf, along with altering prevailing urban design concepts. I have broken this thesis into three chapters based on a Venn diagram composed of three connected spheres: planning debates, location, and design. The first chapter, “Wall Street of the West,” investigates the reaction against modernist urban planning’s impact on mid-twentieth-century cities along with a desire to rescue and revitalize existing structures and neighborhoods. Looking first at San Francisco’s 1945 city plan, the chapter will then work through secondary sources to introduce urban renewal and redevelopment policies that were adopted by San Francisco in the 1950s. The chapter will end a discussion surrounding
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