The Real Story Behind the Crowds
It was a humid July weekend in San Francisco’s Dogpatch neighborhood, and the SF Art Book Fair was in full swing. But instead of vague crowd numbers, let’s focus on what really happened: the fair sprawled across four buildings at the Minnesota Street Project and nearby locations, packed with visitors weaving through over 150 exhibitors, including 30 international publishers.
Ocean Escalanti, an Oakland-based zinemaker who finally secured a coveted table after years of trying, described exhibiting at the fair as “a rite of passage” and “a way to get acceptance, and own the fact that I’m an artist creating in the Bay Area.” This wasn’t just another event—it was a cultural phenomenon grown far beyond its original footprint.
The Challenge: Four Buildings, One Neighborhood
For Armada Protective Services, the 2025 fair presented a unique security puzzle. Unlike a single-venue event, we were tasked with protecting four separate buildings: 1275, 1201, and 1240 Minnesota Street, plus 1150 25th Street. Each building had its own character and flow patterns, requiring tailored security coverage.
The main venue at 1275 Minnesota Street—with its 4,600-square-foot atrium featuring exposed steel beams and polished concrete floors—could accommodate up to 400 seated guests or 1,000 standing. But during the fair, those numbers were fluid, with visitors constantly moving between venues, creating a lively, dynamic environment.
More Than Just Numbers
Organizers noted that the fair attracted about 26,500 visitors in 2025—a significant increase from 20,000-plus in prior years. But focusing solely on the numbers misses the human story: the nervous first-time exhibitor setting up a zine display, the international publisher meeting Bay Area collectors, and families discovering independent publishing’s magic.
Unlike a concert or sports event, where seating and movement are controlled, this free-flowing cultural event encouraged visitors to browse, touch, and interact with the art. This created unique security challenges balancing openness with asset protection.
The Human Side of Security
Our team’s approach was intentionally low-profile. As one Armada representative put it, “We were happy to see that everyone felt safe, and that no noteworthy incidents occurred, besides people enjoying the show.” The goal wasn’t dramatic interventions but enabling the more than 400 applicants (competing for about 130 exhibitor tables) to focus on celebrating print culture and creativity.
Armada officers became part of the event’s fabric—visible but unobtrusive guardians supporting artists, exhibitors, and visitors alike.
What Success Really Looks Like
Success was not about high-profile incidents or emergency calls. It was in the smooth flow of tens of thousands of visitors enjoying rare books, zines, and prints; the international guests exploring the fair with confidence; the local artists able to share their work without distraction.
As 48 Hills observed, the fair was “truly a family effort that reflects what SF really is.” Armada’s role was to protect that family atmosphere, quietly and effectively.
Looking Forward
The 2025 SF Art Book Fair showcased how San Francisco’s cultural events can be both massive and intimate, international and deeply local. For Armada Protective Services, this was another rewarding chapter in safeguarding the city’s creative spirit.
From a collaboration of three organizations in 2016 to a sprawling four-building event with over 150 exhibitors and 26,000+ attendees, the fair’s growth reflects an ever-hungry audience for authentic cultural experiences. Armada’s mission remains to protect those experiences, so visitors can be fully immersed in art, without worrying about safety.
Planning your next cultural event? Armada Protective Services offers security expertise tailored to foster welcoming, safe environments that let creativity thrive. Contact us to learn more.
