Prepared by Cascade Interpretive AND PARTNERS IN DESIGN 10.17.2016


Fishermen's 
Terminal
Interpretive Plan

Fishermen's Terminal Interpretive Plan Prepared by Cascade Interpretive 10.17.2016





A wayfinding and interpretive program at Fishermen's Terminal has many moving parts that must
ulimately fit together. To structure how all these elements work, it's important to look at the individual
elements as a series of layers that a visitor encounters when experiencing an environment. This
begins with the visitor finding Fishermen's Terminal from travel directions and maps (publication or
GPS), following accessible roads and arriving at a notable gateway entrance.
From there, a host of various visitor experiences can be planned for and designed. Successful
programs might utilize proven communication methods of word, image, event, audio, color, signage,
typography, nomenclature, staging or publications of both print and electronic media. Personal
interpretation can include guided tours, talks, special events and programming. This Interpretive Plan
points to projects that will deliver enhanced community interaction, and fulfill the main objective of
communicating the Port's economic mission and the ethics of sustainability. The Plan will support
retail businesses and showcase important waterfront attractions. The synergy of the Plan is to
develop Fishermen's Terminal as an example of a thriving commercial fishing industry and promote
the environment to both residents and tourists.
AN Interpretive Plan includes these Components:
Identity
Interpretation
Wayfinding
Features
gateway
Programming
Tourism

2

Fishermen's Terminal Interpretive Plan Prepared by Cascade Interpretive 10.17.2016

Identity
Objective
The brands for the Port of Seattle and Fishermen's Terminal have an important relationship. 
At this time the brand of the Terminal can embody its 100 year tradition or it can look ahead to new
technologies and resource management... or both. More than history, it is a "living landmark."
With the renewed objective to engage residents and new visitors there is also the desire to safeguard
the 'realities' of a working Port. There's the goal to tell a more significant story and create a
unique visitor experience but there's also the criteria that this project not transform the Terminal
environment into a mere visitor attraction. The consistency and direction of design will underline the
nature of this as a work place. With good public interactions and a positive brand, the Port builds a
dialogue of trust with the community.
Generally, programs of wayfinding and interpretion are designed to fit into one fully integrated
system, where everything from gateways to streetscape elements, parking, display, art, interpretive
features, to the internet all share similar graphics, 'voice', typography and format. This strengthens
the visitor's impression and makes for a more memorable message. 



Current Status
If Fishermen's Terminal's visitor audience is to expand, interpretion and wayfinding will be a key
component towards achieving this objective. When Fishermen's Terminal Center Building was
completed roughly 25 years ago, a comprehensive plan of signage and branding was initiated. Within
the last 5 years, the brand was partially re-visited and a new logo for the Terminal introduced. During
recent sites visits, the following elements have been noticed about the Fishermen's Terminal brand:
Signage techniques are shifting, varied and inconsistent.
New Terminal and Port logos has been added to the original Fishermen's Terminal 
brand and some design and typography shifting has occurred.
The visitor areas are visually cluttered. Since the logo introduction, some duplicity is 
occurring, and sign updates have contributed to a proliferation of signs. Amenities like
mailboxes, newspaper racks and tenant self-branding signage have complicated the
environment, the breezeway in particular. 

3

Fishermen's Terminal Interpretive Plan Prepared by Cascade Interpretive 10.17.2016


Recommendations
Lack of system consistency can result in obsolete, inconsistent or low-quality elements that
compromise the brand value of the community to visitors and residents alike.
Complete an inventory of signage in the study area that include elements of the 
Termminal brand.
Design and install custom lamppost banners that feature the Terminal brand with 
celebratory themes relating to selected interpretive subjects.
Interpretation/Education
Objective
Creating an engaging visitor environment at Fishermen's Terminal has the potential to build
community stewardship and citizen support at what is essentially an industrial workplace, with limited
public presence. A consistent and deliberate approach to interpretation and visitor interactions will
have a long-term positive effect for the Port of Seattle. With well-designed interpretive installations,
this plan will contribute to the Port's efforts for greater understanding of the Port's function and
contribution to the area.
Build on past efforts that increase awareness among area residents of the Port of 
Seattle's role in supporting the maritime industry through interpretation.
Develop a destination for residents and visitors that illustrates the authentic workings 
of the maritime industry.



Current Status
Educational installations and materials have been present at Fishermen's Terminal Center Building
since the time of its completion. Interpretive features on the waterfront plaza and various walking
tours created by Port employees include:
The four interpretives panels installed on the plazafreestanding porcelain enamel 
units near the harbor railinghave held up well, but after 25 years they have been banged 
up a bit and are showing their age. To many visitors, they may appear dated and vintage.
And for the Port of Seattle the themes, mission and messages may have changed. Topics
include: Fishermen's Terminal, Cultural/History, Vessels and Gear and Fish Species.
4

Fishermen's Terminal Interpretive Plan Prepared by Cascade Interpretive 10.17.2016


Historical images are hung in the C-15 hallway with no accompanying interpretation 
or captions to intrigue the viewer.
An 18-stop walking tour (including the graphic "What Kind of Fishing Boat is That?") 
developed by Port employees provides a self-guided tool for visitors to the Terminal.
Open public access at the Terminal without admission fees provides a pleasurable 
destination for residents and visitors. 
Recommendations
Engage visitors in the Terminal story and involve businesses in the interpretive content.
Develop a list of potential interpretive and programming locations. 
Investigate options for personal tours using volunteers or a commercial service. 
Explore audio tour technologies and smartphone apps or texting services.
Replace interpretive panels near the Fishermen's Memorial. Incorporate the Port's 
current perspectives and standards that optimize visitor interest (engaging text, color,
graphics, shape and scale). Look back and look forward as well. Communicate that the
port is 100 years old, but is looking towards to the next 100. A partial list of potential
themes to consider are listed below.
Investigate the potential of incorporating interpretation of the Fishermen's Memorial 
with the Friends of the Fishermen's Memorial Association
Determine the need for a Visitor Information Kiosk that includes orientation, events 
listings and interpretive information about the Terminal.
Determine role for the Center Building Towerthis architecturally unique element of 
Fishermen's Terminal can play a more important role as an interpretation area and 
meet-up destination for tours, schools and visitors. Already, there is a natural curiosity
about it but for many visitors it is a bit of a let down upon closer examination. 





5

Fishermen's Terminal Interpretive Plan Prepared by Cascade Interpretive 10.17.2016


Themes
History
Fishermen's Terminal is a living landmark that provides an opportunity to tell the story of how a 
major Northwest industry has evolved over the years.
The historical buildings on-site at Fishermen's Terminal illustrate how form 
follows function.
The Terminal is still a working waterfront with easy access for residents and visitors 
providing amenities for a unique destination.
The Seattle Fishermen's Memorial located at the Terminal for nearly 30 years is a 
sacred monument dedicated to the memory of those lost at sea and provided a site for
family and friends to visit, to place flower, to reflect and to heal.
With support and recognition, Fishermen's Terminal can flourish in its next 100 years.
FIshing Industry
As the homeport for the North Pacific and Alaska commercial fishing industry, Fishermen's Terminal
provides an opportunity for the public to see its work up close.
Much of the Puget Sound fishing fleet is hosted at the Terminal.
Fishermen's Terminal has a major impact on the local maritime economy through 
family wage jobs, vessel maintenance, shipbuilding, training and suppliers.
Seafood
Alaska wild seafood caught by the commercial fishing fleet based at Fishermen's Terminal is one 
of the most sustainable fisheries in the world.
With increased interest in fresh and healthy food, the seafood caught by this fleet 
provides a source of wild food that is safe and healthy to eat.





6

Fishermen's Terminal Interpretive Plan Prepared by Cascade Interpretive 10.17.2016

wayfinding
Objective
We live in a world where cities can be navigated through smartphones or other technologies and
information on a destination can be found within minutes. A visitor plan for the Terminal must include
ways to offer the story through social media and technology. With all of these tools at our disposal,
are physical wayfinding elements even necessary? Yes, since these systems serve an important role 
well beyond responding to the need for basic navigation, identification and information. Wayfinding
elementsmonuments, directional systems, directories, interpretive elements and even regulatory 
signscan enrich and enhance our experiences within the Terminal environment.



Current Status
The original Terminal's wayfinding system has been updated and added to over 
time and has lost some effectiveness and visitor appeal. The older signage can make
surrounding newer technology look out of date.
Some signage is out of normal sight lines, such as the restroom signs at C-15.
The directory map near the tower entrance may not be very useful, and blocks a view.
Current street directional signposts convey little for the tourist. For example, "C-15
Fishermen's CTR. BLDG." means little as a destination.
Parking regulations are well posted.
Signage production at Fishermen's Terminal has been an on-going program: 
Phase 1 signage is generally screened enamel on powder-coated metal panels, in good
condition with some signposts rusting. Other smaller identity and regulation signs are 
brushed aluminum.
Phase 2 signage is laser-cut vinyl on powder-coated or Di-bond metal panels, 
in fair condition with some fading and peeling. The map directory in the breezeway
is a laminated print. Various off the shelf directories and room ID are utilized at office
buildings.

7

Fishermen's Terminal Interpretive Plan Prepared by Cascade Interpretive 10.17.2016


Recommendations
Conduct a full wayfinding inventory.
De-clutter the site of redundant signage.
Standardize directional, identity and regulation signage. Publish new guidelines.
Ensure a better connection between the Ballard Locks Bike Trail and the Terminal.
Add more visitor services to the signpost directions
Ensure visitor safety using appropriate signage to designate observation zones. 
Optimize parking by lot configuration, expansion, traffic flow and signage.
Take advantage of future paving opportunities to develop an embedded interpretive trail
Create "best standard" identification signage for Nordby Conference Center, 
Fishermen's Memorial, Qingdao Eagle, information kiosk, etc. 
Features/Attractions
Objective
The physical features of a visitor plan are the unique landmarks that define a distinct project
or environment.      Often, they have survived the test of time and are symbolic to its community, 
representing many things about a project's mission and purpose. Attractions can be new as well.
Recent iconic features in a landscape can represent a community's future. An attraction can be 
a building, a walk, a food item, a discussion and more.



Current Status
A resident's experience or a tourist's visit may include:
Walking the docks and the naturalistic areas. The panoramic views!
Shopping or dining at Chinooks, Salmon Bay Cafe, The Highliner Public House.
Viewing the Fishermen's Memorial and related features (memorial bricks + donation 
box and cylinder sign).
8

Fishermen's Terminal Interpretive Plan Prepared by Cascade Interpretive 10.17.2016


View the commemorative marker in the Memorial Garden between the sister ports 
of Seattle and Qingdao China.
Gain a different perspective from the observation platform on the west side of the 
terminal at 21st Avenue and W. Elmore St.
Eating and buying fresh seafood at Wild Salmon Seafood Market.
Riding a bike to the Terminal on the Ballard Locks Bicycle Trail. 
Using restrooms as a stop on a commercial city tour. 
Recommendations
Plan for better views and visitor areas in the breezeway and plaza. The breezeway 
can be a more participatory space. Determine better locations for mailboxes and
newspaper racks.
Consider site upgrades (such as landscaping and improved sight-lines), furniture, 
intepretive elements and event programming will greatly increase visitor interest and
enhance the Terminal experience. These features will incrementally expand visitorship 
as they gain exposure through marketing and word of mouth.
Walking tours are in high demand. These can be self-guided, printed or accessible 
through smartphone apps. Directional signage and tour-stop markers can be established.
Tours can also be created for temporary displays. Scripted/actor productions of
fishermen-lore have great value to visitors, and can be targeted to different age groups
and interests.
Consider more seasonal planters with maritime-themed containers and interesting 
paving options, i.e. paths with a message or quotes embedded in concrete.



Renew interpretation near the Seattle Fishermen's Memorial by replacing existing 
interpretive panels with up-to-date looking visually-focused panels. Include a flexible
display for current events and messages.
Work with Fishermen's Memorial board and renew the project's interpretive signage as 
well. Create separate but complementary signage using the same fabrication techniques.
9

Fishermen's Terminal Interpretive Plan Prepared by Cascade Interpretive 10.17.2016


Develop a program of public arts projects. Art can contribute to this plan as a 
component of education, wayfinding, beautification, gateway or architecture.
Consider feasibility of enhancing existing bicycle routes including wayfinding. 
Install wayfinding, interpretation and artful bicycle racks.
Enhance the observation platform at 21st Avenue and W. Elmore St. with interpretive 
panels and a viewing-scope as a neighborhood entrance to the Terminal. Ensure a safe
well-marked walking path to the Terminal.
gateway/Entrance
Objective
A gateway defines the entrance to a destination with a defined identity. The gateway should stand
as a landmark itself, immediately identifying the Terminal and its entrance. A well-designed gateway
will encourage visitation and can begin to tell the mission of this working port. Gateways can be
sculptural, moving or static, illuminated, landscaped and more. A gateway should clearly target its
primary audience first. It should not be a communication element with a complicated message or 
a complicated concept.



Current Status
At this time the Terminal's entrance is marked with a size-appropriate sign that uses the original
Terminal typography and iconic salmon. The salmon has a distinctive illuminated edge and moving
mouth. The design is unique and gives a fairly clear indication that the facility is "visitor friendly." 
The signage has been modified, with an add-on in the last few years, to accommodate a specific
industry at the Port (working harbor boats).
Also at the main entrance is a retail tenant directory, only recently installed. It meshes the original
typography, with a new secondary add-on typography, with a small new Fishermen's Terminal logo.
Vehicular legibility is in question. It has night illumination. A few other ad-hoc tenant signs are also
installed near here.
The Terminal's Center Building roof signage has played a key role in branding on the north waterside
approach. It showcases the project's original typography, and has a dramatic effect with spot lighting. 

10

Fishermen's Terminal Interpretive Plan Prepared by Cascade Interpretive 10.17.2016


Recommendations
Monumental signage on top of the south/east Center Building roof line could instantly 
become an icon of Port pride, and at the same time be seen from the Terminal's
downtown approach. In this case a picture-form could be more effective and fun than a
typographic solution. A great salmon in the sky!
Create a refreshed roadside gateway. Welcome visitors and tourists in a visually 
distinctive approach and the industry community in a different manner.
Establish the Emerson entrance as the primary entrance for visitors.
Review feasibility of tenant directory at the entrance. Test legibility for drivers.
De-clutter the main entrance corners of individual tenant signage. Perhaps incorporate 
a flexible element to accommodate events.
Re-establish the project's original typography and update its usage standards, or 
replace fonts and guidelines with a new original campaign.
Utilize the Center Building Tower as a focal point and destination for tours, schools 
and visitors. Already, there is a natural curiosity about it but for many visitors it is a bit of
a disappointment upon closer examination. Instead, it could be a natural location for more
interpretation.
Plan for future visitor opportunities when Terminal expansions occur, such as the 
proposed hybrid building called the "Gateway Project." Flexible displays, retail/services,
artifacts, maps and interpretation can ideally be incorporated during the initial building
design phases.







11

Fishermen's Terminal Interpretive Plan Prepared by Cascade Interpretive 10.17.2016

Programming
Objective
A number of programs and events can be envisioned for the Terminal, all of which could positively
contribute to the visitor experience, making for more enlightened stewards. Already, the Port
community is engaged in several well-established programs and events.



Current Status
Fishermen's Fall Festival 
Seafood 101 
Ship Canal 101 
Blessing of the Fleet
Recommendations
Contract with an events planning company to develop, plan, coordinate and manage 
special events
Use social media with specific Fishermen's Terminal accounts integrated into event 
promotion and seasonal changes
Enliven the breezeway, the Center Building tower, as a point of demonstration and 
interpretation
Utilize the nearby billboard at 15th Ave. NW to promote the Terminal's visitor attractions 
and programming.
Reinstate Keta BBQ Cook-Off, or other foodie events.
Develop extension event with the annual arrival of Copper River Salmon to Sea-Tac 
Airportfirst arrivals are cooked and served at the Terminal.
Track and update travel publications targeted to the independent traveler to ensure 
promotion of Fishermen's Terminal as a destination.
Develop a water taxi service between Ballard and the Terminal (breweries, fish, food 
and waterfront). The best date night ever!
Work with existing businesses and services at the Terminal (Husky Boat, Ice Cream 
Boat, Argosy Tour) to promote their use of the Fishermen's Terminal.             12

Fishermen's Terminal Interpretive Plan Prepared by Cascade Interpretive 10.17.2016

Tourism
Visitors are already visiting the Terminal albeit in small numbers as independent travelers and 
clients with small tour companies. Attracting large numbers of more visitors could hamper the daily 
activities of the Terminal and shift its dual role (maritime business and local services) into becoming
an "attraction." Tourism should not be the major focus of the Terminal however developing features,
programs and elements that help tell its story will be attractive to both visitors and residents alike
while still maintaining its current functions.
Objectives
The Terminal is a good choice for "right-sized" tourism. Larger scale (i.e. motorcoach tours) is not
appropriate for the working port. In order keep the right balance at the Terminal between its daily
working functions and retail sales and tourism use, the Port needs to be proactive about what niche
tourism market to pursue and to plan accordingly.
Current Status
Currently the Terminal attracts independent visitors and small van or bus tour companies who use
the restroom facilities as a stop for their clients. The restrooms provide a convenient location for
small tours to use the facilities but guides do not use the Terminal as a tour stop.
Recommendations
Develop a tourism outreach strategy to target the sector most appropriate to the 
Terminal (independent, small-scale, etc.).
Partner with Visit Seattle to seek guidance and support for developing an apporpriate 
tourism program to the site.
Review tourism guide publications (i.e. Lonely Planet, Bradt, etc.) to determine pres-
ence and accuracy of information about the Terminal.
Engage local guides and guiding companies (especially those who currently use the 
Terminal's restroom facilities with their clients) to showcase Terminal resources, history
and featuresseek their guidance for appropriate tourism improvements.
Develop tour materials (maps, scripts, audio recordings) with the involvement of local 
guides for use by guides.



13

Fishermen's Terminal Interpretive Plan Prepared by Cascade Interpretive 10.17.2016



Audiences 
based on proximity and ease of access
Identifying who is the audience helps to focus on developing 
the best methods for interpretation.
Neighborsmost likely to visit often due to their proximity and ability to walk or 
bicycle to the Terminal.
City of Seattle residentscuriosity about the Terminal and views of it currently 
attract this group.
Regional residentsan opportunity to get closer to the water and see a different 
view could attract this group but traffic concerns and ability to find the location might
preclude their efforts.
Tourism-related tours (small commercial operations)currently the Terminal is 
used by this group for the convenience of restroom breaks. An opportunity rests with
determining how to hold them longer with points of interest and interpretation.
Independent visitorsthese visitors might be attracted through a concerted outreach 
effort to travel guides and websites that focus on the independent traveler.
Potential Partners
The impact of interpretation at the Terminal grows with the cultivation 
and development of partnerships.
Existing Terminal businessesbusinesses with a history and a story to tell could 
complement interpretive efforts at the Terminal.
Nordic Heritage Centerwith the Nordic roots of the fishing fleet, joint or 
complementary programming could enhance a visitors' experience.
Museum of History and Industrythe historical resources of the museum could 
be useful in interpretive exhibits.
14

Fishermen's Terminal Interpretive Plan Prepared by Cascade Interpretive 10.17.2016


Seattle Maritime Academythe academy might provide programming about 
maritime practices or, with training be a source for tour volunteers. 
U.S. Army Corps of Engineerswith its proximity at the Ballard Locks, the Corps 
could be partner for cross promotion and cooperative events. 
Fishermen's Memorial Associationwith its long history and connection to the 
Terminal, the association is a logical choice for joint programming, volunteer guides and 
development of interpretation. 
Ballard Chamber of Commercecooperation across the waterways could bring 
benefits to both neighborhoods. 
Art Institute of Seattle (culinary program)this institute program could be a 
partner with seafood-related programming and events. 












15

Fishermen's Terminal Interpretive Plan Prepared by Cascade Interpretive 10.17.2016

SCHEMATIC DRAWINGS
As discussed in this report, there is strong potential for interpretive installations surrounding the 
Fishermen's Center Building. Other opportunities and areas will come into focus as new buildings 
are designed in the targeted visitor area, most notably the new Gateway Building concept for the 
former bank building. 
The following pages include a location map and schematic drawings illustrating the strong potential 
for interpretation        at three locations around Fishermen's Center Building.














16

Fishermen's Terminal Interpretive Plan Prepared by Cascade Interpretive 10.17.2016




Primary visitor
parking

Buildings 

Fishermen's Memorial
Existing wayfinding
signage (updates
4                                                required)
Fishermen's cenTER BLDG.
New identity sign. 
On roofline 

Visitor 
vehicular entry

Targeted 
visitor area
4      2
1
3
2
Fishermen's centER Building
Schematic drawing
view (see following
foldout pages)

Interpretive 
installations 


17

Fishermen's Terminal Interpretive Plan Prepared by Cascade Interpretive 10.17.2016

SCHEMATIC A LIVING LANDMARK:
EXPANDED VIEWS AND NEW INTERPRETIVE SIGNAGE
Panorama viewperspective from south looking through breezeway to 
view of marina. Increasing numbers of people are visiting Fishermen's
Terminal to enjoy the beautiful views, get closer to the water and take a
self-guided tour with its new enhanced setting.
The view is expanded by relocating planters and benches. 
New benches will be less view-obscuring with more 
open design.
Seattle Fishermen's Memorial mission will be included in 
this interpretation context.
Featuring new interpretive panels replacing former panels. 
Optimize space and foot traffic flow. These panels with be less 
text heavy and will complement the water-edge rail. Eliminating 
the stands and installing them on the rail.
The plaza will still be an ideal place for movable seating 
and tables for recreation and meals.
Develop tour materials (maps, scripts, audio recordings) 
with the involvement of local guides for use by guides.


interpretive panels


planters
fishermen's 
memorial
benches



18

A LIVING LANDMARK: EXPANDED VIEWS AND INTERPRETIVE SIGNAGE | Fishermen's Terminal Interpretive Plan Prepared by Cascade Interpretive 10.17.2016





















19

Fishermen's Terminal Interpretive Plan Prepared by Cascade Interpretive 10.17.2016

SCHEMATIC A LIVING LANDMARK:
INCREASED OPPORTUNITIES FOR SELF-GUIDEd TOURS
Plaza/Breezewayview from northwest corner of the waterside plaza 
looking to the east. The Terminal is a great location for an outing for
dining or an informal adventure. Check out the new features and the
great resource on my smartphone!
000000 Customers and visitors are enjoying the al fresco dining.
000000 00 Embedded markers in the pavement add interpretive 
elements and provide a self-guiding pathway.
Using a tour app on smartphone provides an orientation tool 
and in-depth interpretation as desired.
0000000 Terminal features, such as the Fishermen's Memorial, 
00000 are always highlights on small guide-led tours.


reflective mirror tile mosaics




Fishermen's Trail markers.
Cast, brushed metal. 
Each unique, flush embedded
into pavement



schematic concept for
trail marker


20

A LIVING LANDMARK: SELF-GUIDED TOUR | Fishermen's Terminal Interpretive Plan Prepared by Cascade Interpretive 10.17.2016





















21

Fishermen's Terminal Interpretive Plan Prepared by Cascade Interpretive 10.17.2016

SCHEMATIC A LIVING LANDMARK:
IMPROVED STORYTELLING
Breezeway view, looking south towards visitor parking and curbside,
where a commercial guided tour bus is letting off passengers. Visitors
will shortly learn about one of Seattle's best kept secrets. What a great
place for local residents to take out of town guests to learn about our
connection to Alaska in a unique Seattle setting.
New interpretive panels are featured on the Central Building's 
Tower. This location has high accessibility value for short-stay 
tour groups. As well as being weather protected it's an ideal 
area for educational interaction.
Telling the story of Fishermen's Terminal includes: exhibit of 
different types of fishing boats, models of the type of salmon 
species caught by the fleet, exhibit of how a fishing boat works.
Art, that is inspired by the interpretive content, and 
animated lighting overhead enlivens this central space.

Ceiling view of art commission and lighting









bird-guard netting                                       animated LED lights
salmon and kelp shapes: transparent mesh materials

22

A LIVING LANDMARK: IMPROVED STORYTELLING | Fishermen's Terminal Interpretive Plan Prepared by Cascade Interpretive 10.17.2016

Fleet
nets
23