Why was San Francisco Once Called Yerba Buena? A Walk Down Memory Lane in the Yerba Buena Neighborhood of San Francisco

There is always something new to learn about San Francisco. Even though I am a native San Franciscan (born and raised in the neighborhood of Noe Valley), I find new things out about my hometown all the time. Recently, as I was exploring the vibrant and diverse neighborhood of Yerba Buena in the heart of the city, I learned that San Francisco was once actually called Yerba Buena! San Francisco was originally named Yerba Buena after the aromatic herb (meaning "good herb" in Spanish) that grew abundantly in the area. The Spanish settlers used this wild mint for medicinal purposes and tea. Yerba Buena stands as a model for successful city renewal, transforming from an industrial area into a cultural hub. As I began to process this historical tidbit, I had to know more about how this came to be and how this fabulous neighborhood has always held a place in my heart.
While I write this blog, I find myself thinking about the deep connection I feel for the Yerba Buena area. What is it that keeps me coming back and makes me gravitate to this hub in San Francisco? Surely it is the vibrancy and modernity of it, but it's more than that, it’s an area that is ever-changing to meet the needs of the community and visitors alike.
The University of the Pacific Dental School,
UC Law School (formerly known as Hastings Law School),
the Moscone Center,
Yerba Buena Gardens Festival
and countless Museums line the culturally studded streets. I could go on and on, citing many things to explore, shops to visit and restaurants to dine in. The area is filled with activity and flourishes with locals and visitors alike. If you want to learn more about the area, please check out the
Yerba Buena Gardens website and the
Perfect Day in Yerba Buena website. I found both sites to provide loads of valuable information.
Going deeper however into my colorful childhood memories of growing up in San Francisco, I began to recall a festive rooftop carnival that my grandparents used to take my sister and I to with regularity. Yes, you read that right, a rooftop carnival in San Francisco. Those were the days!
The building, called the Emporium Capwell Department Store, where the rooftop carnivals were held, was located at 835 Market Street, just between 4th and 5th Streets. This is the beginning of the area known today as Yerba Buena. The structure was designed by San Francisco architect
Albert Pissis, one of the first Mexican born Americans to be trained at the École des Beaux Arts in Paris. It withstood the 1906 earthquake, but was destroyed by the subsequent fire and rebuilt in 1908. Many additions and renovations were made in the decades following. In 1947, William H. Meyer, who began with Ringling Bros. and Barnum & Bailey Circus in 1919, founded Gold Coast Shows and opened his first rooftop attraction at the downtown San Francisco Emporium store.

The Emporium department store in San Francisco, particularly during the 1970s, was famous for its rooftop carnivals and Christmas celebrations, a tradition that started in the 1940s. The store's rooftop offered a variety of attractions, including a carousel, giant slides, a small roller coaster, trains, and a Ferris wheel, all designed to delight families. I remember these features well!

The Emporium's rooftop carnival was a significant draw for holiday shoppers, with the store's Santa Claus becoming a local icon. The store's Santa Claus, who would often arrive by parade, was a focal point of the winter celebration. The carnival offered a unique experience, combining shopping with festive entertainment, and became a cherished memory for many San Franciscans, including myself. The tradition continued until the Emporium closed in 1995. Having said that, the memories that I have of looking out across the beautiful San Francisco skyline from the Emporium rooftop will last a lifetime.
That explains it! I have been going to the Yerba Buena neighborhood my entire life. To this day, the area has a pulse on the rhythm and cadence that San Francisco has to offer. The area has been a draw for many people from all over the Bay Area since the 40’s and it carries on in 2025.
If I were looking for a great
pied-a- terre, in the heart of San Francisco for myself, I would want to live in the centrally located and culturally alive Yerba Buena area. Please reach out to me at
Heather Stoltz, Real Estate. I am a professional, local expert, born and raised in San Francisco. That makes a huge difference in how we navigate the Bay Area real estate market to find exactly what you are looking for. I would love to assist you in making your real estate dreams a reality. I currently have an active Yerba Buena listing, in a fantastic building, with city views. Here is the link to
829 Folsom Street. Give me a call today at 415-505-9581 and we can set up an appointment.










