A new chapter is about to begin at the end of the San Clemente Pier.
City officials recently approved a concession agreement with Hook & Cook SC LLC, a new food, beverage, bait and tackle operation that aims to transform the pier’s long-vacant concession space into a destination that celebrates fishing, coastal culture and community engagement.
The concept, proposed by San Clemente residents Nicholas and Lauren Rivard, was selected from 10 submissions received by the city. According to city staff, the proposal stood out because of its operational readiness, business experience and alignment with the city’s vision for one of Southern California’s most recognizable public waterfront assets.
For boaters, anglers and visitors who frequent the nearly 100-year-old pier, the project represents more than just a new place to grab a meal. It also restores an important service for the local fishing community.
The city-owned concession space has historically served as both a food operation and a bait-and-tackle shop, supporting generations of pier anglers while providing refreshments for visitors enjoying panoramic ocean views. The previous operator vacated the space approximately one year ago.
Lauren Rivard said the goal is to create an experience that reflects San Clemente’s coastal identity while offering something new for both residents and tourists.
“We’re excited to bring a whole new concept and vision to the pier,” Rivard said.
The proposed menu combines classic coastal fare with grab-and-go options designed to appeal to a broad audience. Guests can expect offerings ranging from lobster rolls and lobster bisque to fish and chips, tacos and burritos. Morning visitors will find breakfast burritos, sandwiches, coffee, acai bowls and fresh fruit options.
The operation also plans to feature several signature items, including “North Pole” beignets dusted with powdered sugar and “Shark Bite” shave ice.
According to city documents, the business intends to operate as a “farm-to-pier” concept by sourcing ingredients from local vendors and nearby farms whenever possible.
While food is expected to draw visitors, the Rivards say the fishing component remains a central part of the vision.
Plans call for the return of bait and tackle services, along with a variety of educational programs designed to connect visitors with the pier’s fishing heritage.
Among the proposed initiatives is “Hooked on Education,” a series of quarterly fishing clinics that would introduce children and families to fishing fundamentals, local regulations and responsible catch-and-release practices. Organizers envision local fishing experts helping lead the sessions.
Another feature planned for the facility is a “First Catch” bragging board, where young anglers can celebrate their first fish and contribute to a growing digital archive documenting memorable pier catches.
The proposal also emphasizes environmental stewardship, an increasingly important topic for waterfront facilities throughout California.
Educational signage branded as “San Clemente Blue” is expected to provide information about local marine life, ocean conservation and ways visitors can help reduce litter and protect coastal resources.
“We believe every visitor should leave the pier with a deeper respect for our coastline,” the proposal states.
The educational and environmental focus aligns with broader efforts to preserve the San Clemente Pier’s role as both a recreational fishing destination and a gathering place for the community.
City staff noted that operating the end-of-pier concession requires balancing business success with the pier’s significance to anglers, residents and visitors alike.
“The end-of-pier concession is a highly visible and iconic public asset,” city staff wrote in their report to the City Council. “It was a priority to identify a proposer with demonstrated experience, strong operational capacity, and an understanding of the pier’s significance to both the local fishing community and visiting public.”
The Rivards hope to open Hook & Cook by late June or early July, 2026, bringing new energy to one of Southern California’s most beloved fishing piers.
For anglers, the return of bait and tackle services is likely to be welcome news. For visitors, the project promises a fresh dining experience. And for the community, Hook & Cook represents an effort to reconnect the pier’s culinary, recreational and educational traditions under one roof at the end of the historic structure.
