If The Rustic clears a series of preconditions - including financing, permits, a construction contract, and a parking study/management plan - the parties will execute a lease with an initial 15-year term and two five-year extension options. The Option gives the operator up to 24 months to meet those benchmarks before construction can begin.
Founded by Free Range Holdings, The Rustic operates four locations in Texas and is known for indoor/outdoor dining, American comfort food, craft beer and cocktails, and regular live music. The Embarcadero project would be the brand’s first California outpost and is planned with indoor live performances, an “Jam & Toast” family-style brunch with acoustic sets, and dock-and-dine access via the on-site boat dock.
Port Chair Danielle Moore called the bayfront site “one of the most distinctive restaurant properties on San Diego Bay,” noting the goal is a partner who will invest in the property and “build on the success of The Rady Shell and the Convention Center.” Co-founder and co-CEO Kyle Noonan said The Rustic intends to partner with local purveyors and artists “to create a space that feels authentically San Diego.”
To protect The Rady Shell’s busy performance calendar, The Rustic and the San Diego Symphony have finalized a Scheduling Agreement to coordinate sound and operations. Under the lease terms, The Rustic is limited to 12 ticketed events per calendar year and must comply with all local noise ordinances.
The Rowing Club structure dates to 1900 and includes a wrap-around patio, dock, and 56 parking spaces - an uncommon combination on San Diego Bay. The building most recently housed Joe’s Crab Shack, which operated on a month-to-month lease in recent years and closed in 2025 after a county-ordered shutdown for a sewage discharge, followed by the Port’s pursuit of a higher-performing concept for the site.
To protect The Rady Shell’s busy performance calendar, The Rustic and the San Diego Symphony have finalized a Scheduling Agreement to coordinate sound and operations. Under the lease terms, The Rustic is limited to 12 ticketed events per calendar year and must comply with all local noise ordinances.
The Rowing Club structure dates to 1900 and includes a wrap-around patio, dock, and 56 parking spaces - an uncommon combination on San Diego Bay. The building most recently housed Joe’s Crab Shack, which operated on a month-to-month lease in recent years and closed in 2025 after a county-ordered shutdown for a sewage discharge, followed by the Port’s pursuit of a higher-performing concept for the site.
Port staff said the Rustic deal aligns with broader Waterfront Development goals to enhance public experiences and generate non-tax revenue that supports parks, safety, and maritime operations. Because the Port collects no local tax dollars, long-term ground leases with strong operators are a primary funding tool for bayfront amenities.
Design details and an opening timeline will firm up once the Option preconditions are satisfied and the lease is executed. Until then, the Rowing Club building remains one of the waterfront’s most coveted blank canvases - poised to trade crab buckets for curated concerts, local fare, and a fresh dock-and-dine scene in the shadow of San Diego’s downtown skyline.
For more information about The Rustic, visit therustic.com and check out the draft menu below.
Design details and an opening timeline will firm up once the Option preconditions are satisfied and the lease is executed. Until then, the Rowing Club building remains one of the waterfront’s most coveted blank canvases - poised to trade crab buckets for curated concerts, local fare, and a fresh dock-and-dine scene in the shadow of San Diego’s downtown skyline.
For more information about The Rustic, visit therustic.com and check out the draft menu below.
Originally published on October 17, 2025.
