If you’re an art lover, for example, you’ll want to do an art walk. “I don’t think people associate the Wharf with art,” Campbell said, adding many of the galleries at the Wharf feature hot, cutting-edge artists as well as big-name twentieth-century artists you might see in any art history textbook. Well-known San Francisco artist Amy Nelder owns Chloe Fine Artsthere, named after her daughter. “She’s a world-known artist, and you can walk in her studio and watch her paint,” Campbell said.

Another itinerary, he said, will be “Nautical Nut,” highlighting all of the historic boats and Frank’s Fisherman shop. “If you go in and talk to Ken Brown, he’s an antique nut and he has some really amazing pieces in that store,” he said. Food tours will focus on the ultra-fresh seafood, of course, along with highlighting sustainable restaurants and possibly getting behind-the-scenes with sourdough bread bakers.

Another theme will feature attractions like Musée Mécanique, Ripley’s Believe it or Not Odditorium, and San Francisco Dungeon and Madame Tussaud’s Wax Museum, both scheduled to open this summer where the former Wax Museum at Fisherman’s Wharf was located.

Lou Cuneo, president of the board of directors of Fisherman’s Wharf Community Benefit District, said the Wharf is full of off-the-beaten path joys that even longtime locals don’t always know about.

For instance, the historic Dolphin Swimming & Boating Club is open to the public on alternating days with the South End club from 10 a.m. to 6 p.m. Tuesdays through Saturdays for $6.50 a day. You need not be a swimmer; you can simply tour the facility. “Literally the first time I walked in there it took my breath away, how beautiful the boats are,” Cuneo said. He also said many buildings along the waterfront offer public access to stunning views of the Bay. “People may not think they can go (there), but they can,” he said.

Along with seeing the Wharf anew as an individual or with family or friends, Campbell urges local businesses to host meetings and events there. “We’re putting together a meeting and planners guide we’re posting online,” he said. “This will identify all the places you can do private functions and events at the Wharf, because there are so many unique venues you can rent. The Wharf houses many conference spaces with beautiful water views, Campbell said. They provide an alternative to traditional, windowless hotel ballrooms with no sense of place. Madame Tussaud’s will have event space, too. Cuneo said the Seaman’s and Fisherman’s Memorial Chapel is ideal for small weddings, and he also recommends visiting the San Francisco Senior Center on Beach Street. It’s the oldest senior center in the United States, and it’s bustling with programs – from computer labs to hula classes to self-defense courses, which Cuneo teaches. “The energy down there is amazing,” he said.

Finally, if you’re just looking for a solid seafood meal, Campbell always recommends Scoma’s for its throwback ambiance, excellent service and fresh-off-the-boat catch. It even has its own fishing boats and processor, he said, so fish come off the boats, into the processor, into the kitchen and onto the plate. “If you are a San Franciscan and haven’t eaten at Scoma’s,” Campbell said, “you are missing out.”