SF’s Union Square to Host 200 Events a Year in 2025
San Francisco Mayor London Breed has unveiled an ambitious plan to revitalize Union Square by hosting 200 events in 2025. This initiative, spearheaded by the Office of Economic and Workforce Development (OEWD) in collaboration with Biederman Redevelopment Ventures Corporation (BRV), aims to inject new energy into the City’s downtown retail and hospitality hub.
Union Square, a cornerstone of San Francisco’s tourism and retail economy, attracts nearly 10 million visitors annually and boasts over 4.8 million square feet of retail space. However, the area has faced significant challenges in the aftermath of the COVID-19 pandemic, including declining foot traffic, storefront vacancies, and a slow recovery in tourism. The new event series seeks to address these issues by offering dynamic, daily programming that appeals to both locals and visitors.
A Vision for Revitalization
Starting in early 2025, BRV—a consulting firm with a proven track record of transforming urban public spaces—will lead the charge in reimagining Union Square. Known for successful projects like Bryant Park in New York City and Salesforce Park in San Francisco, BRV will bring its expertise to create vibrant and engaging programming.
The planned 200 events will occur across weekdays, weekends, and select holidays, with activities designed to appeal to diverse audiences. Key events scheduled for 2025 include:
- Arts and Crafts Fairs: Weekly opportunities for local artisans to showcase their work, offering unique items and interactive workshops for visitors.
- Lunchtime Concerts: Midday performances featuring local musicians, providing entertainment for workers and visitors in the area.
- Family Fun Days: Weekend activities including face painting, storytelling, and hands-on crafts to engage families with children.
- Seasonal Celebrations: Signature events such as spring Tulip Day, complete with floral displays and live music, and a summer festival featuring outdoor performances and food vendors.
- Holiday Ice Skating Events: Enhanced winter programming, including themed skating nights and festive markets leading up to the holiday season.
These events aim to highlight the city’s cultural richness and complement major civic celebrations, creating a vibrant atmosphere in Union Square year-round.
Strategic Investments
The events are part of the broader Hospitality, Entertainment, Arts and Culture, Retail, and Tourism (HEART) Action Plan, introduced by Mayor Breed in June 2024. Supported by more than $13 million in funding, the plan seeks to create bustling public spaces, strengthen destination retail, and promote tourism. Efforts also include expanding mixed-use developments and addressing storefront vacancies through initiatives like the “Vacant to Vibrant” program, which will bring 25 pop-up storefronts to Powell Street and other downtown areas over the next two years.
Complementary projects include the redesign of Powell Street into a pedestrian-friendly promenade and ongoing safety enhancements, such as increased police presence and community ambassadors to ensure a welcoming environment for all visitors.
Building on Success
Union Square has already benefited from earlier City-funded activations, including popular events like Winter Wander-land and Union Square in Bloom. These programs have drawn millions of visitors, demonstrating the potential for creative programming to reinvigorate the district. For example, Winter Wander-land’s holiday-themed attractions drew over 1.6 million attendees last year, while the free SF Live concerts brought in more than 20,000 visitors in 2024.
The new plan’s daily programming will build on these successes, ensuring year-round activity in the area. By transforming Union Square into a hub of activity and culture, the City hopes to attract shoppers, tourists, and residents alike, supporting the businesses and hotels that form the backbone of San Francisco’s downtown economy.
Looking Ahead
This revitalization effort represents a pivotal step in Union Square’s transformation into a vibrant, mixed-use neighborhood. With a combination of strategic investments, innovative programming, and a commitment to safety and accessibility, the City aims to secure Union Square’s status as a premier destination for years to come.
Read more at SF.gov
