Powered by Partnership, Designed for Joy

What started in 2022 as a single, immersive pop-up in Golden Gate Park has evolved into a beloved seasonal tradition that transforms the Golden Mile into a buzzing hub of energy, creativity, and connection. Whale’s Tail, powered by Non Plus Ultra in collaboration with Illuminate and San Francisco Recreation & Parks, is purpose-built for the Bay Area communities to enjoy. Live music, open-air yoga, yard games, and special events all summer long, all free of charge. Locals know it. Visitors feel it. And the city shows up for it.

Why Golden Gate Park?

Because no other space captures the heart of San Francisco quite like this one. Whale’s Tail brings new energy to a park that’s always been a gathering ground for the community.

• Can’t Beat This Scenery: Lush green space meets open bay skies. It’s the perfect frame for live sets and memorable moments.
• Easy Access: Whether you’re on Muni, biking the Promenade, or strolling from the Haight, this space pulls people in from all corners of the city.
• Built on Legacy: This park has always been a gathering place. We’re just helping write the next chapter – with a little more flair.

What to Expect

Named for the beloved Street Whale sculpture in the park, Whale’s Tail delivers a fresh mix of music, art, food, and fun every single weekend. It’s built to surprise and designed to delight:

• Live music + DJ sets from local artists

• Interactive art installations + rotating special events

• Weekly open-air yoga sessions

• Drag shows, paint-and-sips, fashion pop-ups, and lawn games (yes, all in one place)

• Craft cocktails and drinks at the Whale’s Tail bar + local eats from the city’s most popular food trucks

Whale’s Tail is a platform for artists, for communities, and for the kind of authentic gathering this city needs now more than ever. Every weekend is a chance to support local talent, meet your neighbors, and experience something that feels real. It’s curated, not corporate. Playful, not passive. And it’s only possible because of the amazing people of San Francisco.

And yes. It’s still 100% free.

So Much More than a Pop-up

At NPU, we believe in community as a strategy. We don’t just activate event spaces, we create platforms where people can gather, express, and belong.

Whale’s Tail is our love letter to San Francisco. It’s an open invitation to play, connect, and celebrate the city we call home.

So grab your crew—or just your curiosity—and meet us on the Promenade. We’ll be there all summer.

This is more than an event. It’s one of our ways of saying thanks to this incredible city.

TLDR – Building a Beloved Community Event

Planning your own Community Event? Take Notes.

• Start with connection. Build for people, not just for posts. Make it something that your audience actually wants to attend.
• Location drives experience. The right space amplifies everything.
• Keep it evolving. New acts, fresh activities, rotating vendors. Don’t just give people a reason to come. Give them a reason to come back.

Whale’s Tail is proof that when you build with intention, the community shows up. 

We’ll see you on the Promenade!