A new eatery, bait and tackle shop, Hook & Cook, will be popping up on the San Clemente Pier, a project that hopes to draw locals and tourists alike to the end of the nearly 100-year-old historic structure above the ocean.
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City officials last week approved a concession agreement with Hook and Cook SC, LLC, a proposal presented by San Clemente residents Nicholas and Lauren Rivard, who already operate The Picnic Café on Del Mar.
“We’re super excited,” said Lauren Rivard, who said the couple hopes to have pier spot be open by late June or early July. “We’re excited to bring a whole new concept and vision to the pier.”
There were nine other proposals submitted for the concession contract, with staff selecting the Rivard proposal as “the most qualified proposer based on experience, business concept, operational readiness, and alignment with the city’s goals for this iconic coastal amenity.”
The contract with the city is a four-year term, with a two-year extension option available.
A new eatery, bait and tackle shop called “Hook & Cook” will be popping up near the end of the San Clemente Pier, a project that hopes to draw locals and tourists alike to the end of the historic structure above the ocean. (Photo by Laylan Connelly/SCNG)
A new eatery, bait and tackle shop called “Hook & Cook” will be popping up near the end of the San Clemente Pier, a project that hopes to draw locals and tourists alike to the end of the historic structure above the ocean. (Photo by Laylan Connelly/SCNG)
A new eatery, bait and tackle shop called “Hook & Cook” will be popping up near the end of the San Clemente Pier, a project that hopes to draw locals and tourists alike to the end of the historic structure above the ocean. (Photo by Laylan Connelly/SCNG)
A new eatery, bait and tackle shop called “Hook & Cook” will be popping up near the end of the San Clemente Pier, a project that hopes to draw locals and tourists alike to the end of the historic structure above the ocean. (Photo by Laylan Connelly/SCNG)
The submitted proposal gives a glimpse at what’s in store for pier walkers. On the menu, guests would have a choice of everything from buttery lobster rolls and lobster bisque, to Baja-style favorites like tacos, burritos and fish and chips, the proposal said.
Acai bowls, fruit, breakfast burritos and sandwiches would be available in the early hours, as well as coffee and fruit bowls.
For those with a sweet tooth, North Pole beignets covered in powdered “snow” and “Shark Bite” shave ice are expected to be offered.
The “farm-to-pier” operation will prioritize local vendors to provide fresh ingredients and reduce carbon footprint, and produce sourced from nearby farms, according to a staff report.
The city owns and operates the San Clemente Municipal Pier, and the end-of-pier concession has historically provided bait and tackle services along with food and beverage offerings, serving both the local fishing community and visitors.
The previous Snack Shack operation vacated about a year ago.
In 2020, the city hired consultant Food Facilities Worldwide to create a “food and beverage strategic plan” and find out what the industry standards were for concession operators and how they could improve operations.
The North Beach building on the sand, once a concession building, remains vacant.
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The proposal for the pier also outlined community-oriented elements such as youth fishing clinics, environmental stewardship initiatives, and partnerships that support local organizations and pier preservation.
One of the big goals, Lauren Rivard said, is to be eco-conscious, especially considering the location right over the ocean.
“San Clemente Blue” signage will educate guests on the local marine ecosystem and how to keep the “Spanish Village by the Sea” waste-free.
“We believe every visitor should leave the pier with a deeper respect for our coastline,” the proposal said.
“The end-of-pier concession is a highly visible and iconic public asset, requiring an operator capable of balancing operational success with the character and public use of the San Clemente Pier,” city staffers said in their report to the 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.”
One of the exciting community offerings Rivard envisions is the “Hooked on Education” clinics, quarterly fishing clinics led by local experts to teach kids and families sustainable “catch and release” techniques and current local regulations.
They will also post a “first catch” bragging board that will feature local youth who hook their first pier catch and digitally compile a community archive.
“Sunset Acoustic” sessions with local musicians; a “Midnight Launch” coffee service to help fuel lobster divers on opening night for the season; and a “warmth station” during the Christmas Pier Lighting events, are all amenities envisioned.
For the anglers, the concession will offer hooks, weights and rigs, and bait.
Signature menu items like the “Shark Bite” shave ice will give back a fixed percentage of every sale for pier preservation, the proposal offered.
“We don’t just understand the San Clemente lifestyle, we live it every day,” the couple said in their proposal. “We’ve replaced the tourist trap feel with a philosophy that is eco-conscious, community-driven, and undeniably fun.”
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