The Ratkovich Company and Jerico Development have rolled out a new look and a new name for a proposed $150-million commercial development slated to replace San Pedro's kitschy Ports O' Call Village.

The project, previously known as the San Pedro Public Market, is being rebranded as the West Harbor, according to a news release distributed by the development team.  The 42-acre complex, located directly on the Los Angeles waterfront, is entitled for more than 335,000 square feet of development over the term of a 66-year ground lease.

Although a formal groundbreaking for the core components of the project is not expected until 2021, Ratkovich and Jerico have secured more than 33,000 square feet of leases for the project.  Signed tenants include new restaurants from Greg Moreno and Robert Bell, and a new location for Gladstone's Long Beach.  Additionally, Nederlander Concerts is expected to operate a 6,200-seat amphitheatre on the property, while Harbor Breeze Cruises will run harbor cruises, water taxis, and other functions.

The project is also expected to include a beer garden and a brewery.

“West Harbor will be a world-class waterfront destination unlike anything before it, a big new happening for locals and visitors alike,” said Ratkovich Company founder Wayne Ratkovich in a prepared statement. “[T]he continued forward movement of this project - together with the progress of AltaSea’s blue tech incubator - are an indicator of big things to come on the LA Waterfront.”

Unveiled as part of the new branding are new renderings for the project, which has added Studio One Eleven to a design team that also includes Rapt Studio and James Corner Field Operations.

While much of the work at the West Harbor site has yet to begin, related improvements to the waterfront are already under construction.

In January, the Port of Los Angeles broke ground on its $33-million San Pedro town square project, which will connect the West Harbor to other points of interest on the waterfront through a 30-foot-wide pedestrian promenade.