he impending rebirth of the Gold Dust Lounge is set to take place in Fisherman's Wharf, San Francisco's most touristy neighborhood — a lofty title in a city constantly crawling with visitors. But proprietors of the once-embattled bar want to change that scene by bringing "the locals back" to an area they notoriously avoid.
After being bounced by building owners from their longtime location on Powell Street, the owners staged a host of rallies and used clever gimmicks to try to stay in Union Square. But they finally gave in to months of beer-soaked drama and legal rigmarole, vacating the building in late May.
Now owners of the kitschy dive bar have confirmed the location of Gold Dust 2.0: 165 Jefferson St., currently the site of a temporary T-shirt vendor.
Spokesman Lee Housekeeper said it's time to continue the bar's storied history — marked by visits from such luminaries as Janis Joplin and local columnist Herb Caen.
"There are already plenty of tourists there, but my goal is the complete opposite here," Housekeeper said of the new location. "The idea is to bring back the locals, and that's going to be the biggest challenge of my PR life."
Housekeeper said the new location will be three times the size of the old bar, with almost every embellishment besides the dirty red carpet being reused — even the bar itself will survive.
The old location will soon become the lobby of an Express clothing store, and lawsuits that resulted from the spat between the building owners and the Gold Dust remain.
The bar is aiming to reopen by the end of the year, with its 5,000 Facebook friends set to get first dibs on tickets for special events to mark the occasion. Housekeeper said a New Year's Eve bash has been discussed.
"Stay tuned," he said.