Jerry Keyser


Jerry Keyser is a Founding Principal of Keyser Marston Associates, establishing the firm in San Francisco in 1973.  He remains a recognized authority in the real estate community for his advisory services in public private real estate development, his involvement with ULI, and his membership in the Lambda Alpha Honorary Society.  Jerry retired from the firm in 2022.

Key Role

Jerry played a vital role in the transaction negotiation and financial structures that have contributed to many of the West’s distinguished and high impact real estate developments including Yerba Buena Gardens in San Francisco, Horton Plaza in San Diego, California Plaza in Los Angeles and two major sports facilities: AT&T Park in San Francisco and the Levi’s (San Francisco 49es) Stadium in Santa Clara.

Areas of Specialization

Sports Facilities and Adjacent Retail / Entertainment

Jerry was integrally involved in the implementation of the spectacular waterfront baseball park for the San Francisco Giants.  He managed preparation of the project’s initial sources and uses of funds projections, advised the Giants on developer selection, assisted with site ground lease negotiations, and advised on the retail mix considered for inclusion as part of the project.  In Santa Clara, he played a major role in negotiation of the long term ground lease with the San Francisco 49ers, and again on behalf of the City in negotiations with the Related Co. for a major mixed-use project on 200 plus acres adjacent to the Stadium.

Real Estate Feasibility and Negotiation Strategies

Jerry played a major role in establishing a leasing and financing strategy that convinced Congress to authorize conversion of the Presidio to an economically self sustaining National Park; in Developer selection and negotiation that enabled the conversion of Hamilton Air Force Base in Marin County to civilian use; and again in predevelopment analysis and subsequent negotiations that led to the Port of San Francisco transitioning its dilapidated Ferry Building to the iconic project it is today.  Further, Jerry was a jury member that selected the design/development team for the new San Francisco Transbay Terminal, and played a major role in negotiation of the business terms with the developer, including the connected Sales Force office tower, which will be the tallest building in San Francisco.

Professional Credentials

  • Urban Land Institute, Former Chairman of ULI Mixed-Use and Public Private Partnership Councils
  • Bay Area Economic Forum, former Board Member
  • SPUR, former Board Member