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Photo: Tony Webster/Flickr

Move over, sea lions. Developers are determined to build privately owned commercial retail space along Pier 29, despite a local campaigning of opposition, dubbed “No Mall On The Waterfront.” Earlier this month, San Francisco’s Board of Supervisors recommended approval to those private developers, so long as 50 percent of goods sold at Pier 29 are locally made.

Why the push back? Due to the Waterfront Land Use Plan of 1997, there must be recreation for the public onsite. Jon Golinger, the head of the “No Mall on The Waterfront” campaign, is concerned about the pier becoming solely a commercial space and infringing on the site’s natural beauty.

“Pier 29 is one of the last places we have left for recreational use,” Golinger told 48 hills.

The developer, Jamestown, is on board with the requisite 50 percent, although there’s been no word on whether leisurely public space will actually make it into the final plan.

“This is a minimum, not a cap,” Remy Monteko, the project manager with Jamestown, said. “Our goal is really to have much, much more…The idea is for the entire place to be San Francisco made.”

So far, a coffee roaster, wine tasting and craft beer brewery have agreed to lease retail space along the pier. The final decision still needs to be approved by the full board.

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