Overview
In 2013, San Francisco played host to the 34th America’s Cup—one of the most prestigious sailing competitions in the world—drawing global attention to the city’s iconic waterfront and delivering a powerful economic and cultural impact. Giants Enterprises played a critical role in supporting the successful execution of this international event, which attracted approximately 700,000 visitors and generated over $1.2 billion in economic activity for the region.
By activating multiple neighborhoods and transforming public infrastructure—particularly along the northeastern waterfront and Piers 30–32—the event revitalized key urban spaces and left a lasting legacy on the city’s development. Giants Enterprises helped facilitate logistics, event operations, and citywide coordination to ensure the experience was seamless for fans, teams, and partners alike.
From waterfront revitalization to multi-modal transit planning and immersive fan engagement, the 34th America’s Cup demonstrated how sport can be a powerful catalyst for urban innovation, job creation, and global visibility. The following case study explores the deeper impact of this landmark event—and how Giants Enterprises helped shape its success.
Event Details
Venues
4
Boats
17
Teams
40
Visitors
1
K
Impact
+$
1
B
The Challenge
We delivered the Official Spectator Experience for this 3-month international sailing event, commercializing the America’s Cup for the first time in its 160-year history. We created shoreline ticketed products; produced customized hospitality packages; founded a spectator-boat license program; and managed end-to-end sales, customer service and event execution.
How Giants Helped
Giants Enterprises, the events and hospitality arm of the San Francisco Giants, played a pivotal role in the successful execution of the 34th America’s Cup in San Francisco in 2013 by delivering the Official Spectator Experience. This marked the first time in the event’s 160-year history that the America’s Cup was commercialized with ticketed onshore viewing options.
Our contributions included creating shoreline ticketed products, producing customized hospitality packages, developing a spectator-boat license program, and managing end-to-end sales, customer service, and event execution. An integrated marketing campaign led to sold-out dates, record-breaking sales, and incremental revenue through dynamic pricing.
Additionally, Giants Enterprises partnered with local businesses, such as Pier 39, to establish official event sites for race viewing, enhancing the overall spectator experience and contributing to the event’s success.
Impact
The 34th America’s Cup was more than a world-class sailing event—it was a transformative moment for San Francisco. The city welcomed nearly 700,000 visitors, injected over $1.2 billion into the local economy, and showcased its iconic waterfront to a global audience. Giants Enterprises played a vital role in bringing the event to life, supporting large-scale logistics, infrastructure activation, and fan experiences that spanned neighborhoods and piers. From revitalizing the Port to fueling job creation and civic pride, the event demonstrated how bold partnerships can turn sporting moments into lasting citywide impact.
Giants Enterprises made the impression of a lifetime for fans all over the world. The unique combination of venues and locations made this event once in a lifetime.
John Orbits
Americas Cup CEO