Mayor Breed Announces New Partnership to Boost Union Square with 200 Events Next Year

San Francisco, CA - Today, Mayor London N. Breed announced a new plan to bring 200 events to Union Square next year to help boost the City's Downtown retail and hospitality heart. The Office of Economic and Workforce Development (OEWD) has contracted with Biederman Redevelopment Ventures Corporation (BRV), a leading placemaking consulting firm, to reimagine Union Square with daily programming and activations, starting in early 2025.

The partnership is the latest development in the Mayor's broader revitalization efforts to reinvigorate San Francisco's premier retail and hospitality district and builds on the success of City-funded activations, such as free concerts, Winter Wander-land, and Union Square in Bloom.

"San Francisco is making significant progress and the momentum underway is exciting for our businesses, residents and visitors alike, and at the core of this shift we are seeing is a resurgence of energy in Union Square and Downtown," said Mayor London Breed. "San Francisco is 100% committed to investing in creative ways to bring more fun and options to the City's most iconic destinations that draw people from across the City and around the world. I thank Biederman Redevelopment Ventures Corporation, the Union Square Alliance, community partners and City departments involved who will work together to carry out the vision I created to ensure a stronger, more vibrant San Francisco."

Union Square welcomes almost 10 million visitors a year and offers more than 4.8 million square feet of retail space. In June 2024, Mayor Breed introduced the Hospitality, Entertainment, Arts and Culture, Retail and Tourism (HEART) Action Plan, which aims to remediate post-COVID challenges in Union Square and Yerba Buena, such as storefront vacancies, declining foot traffic, and a slow recovery of tourism. Supported by more than $13 million in the Mayor's budget, the HEART Action Plan focuses on creating bustling public spaces through events and activations, strengthening destination retail, bolstering tourism, and expanding uses on upper floors to ensure a vibrant mixed-use neighborhood.

Credited for transforming Bryant Park in New York City and for overseeing successful activations at Salesforce Park, BRV will provide approximately 200 days of programming over the year, from Tuesdays - Sundays and select holidays. BRV will work with local businesses, performers and groups to bring energy to Union Square, highlighting the diverse and exciting activities San Francisco and Downtown have to offer. Programming will vary from arts and crafts, lunchtime performances, and activities for people of all ages to enjoy together and will complement San Francisco's hallmark civic celebrations.

"Mayor Breed's commitment to Union Square has made it possible for us to tap into Biederman's unparalleled track-record of success transforming public spaces," said Sarah Dennis Phillips, Executive Director, OEWD. "With activation plans growing in the coming months, we guarantee that locals, workers, and tourists will have even more reasons to visit and enjoy Union Square and the many wonderful businesses and hotels that make it one of the City's most iconic destinations."

BRV creates, redevelops, and operates parks, public spaces, and neighborhood streetscapes in 36 states and seven countries and has been recognized for its success in using private management to revitalize urban public spaces. BRV President Dan Biederman is one of the country's leading urban planners and redevelopers and has worked with some of the most successful public venues in the country, including Mission Rock in San Francisco; Klyde Warren Park and Fair Park in Dallas; Exposition Park in Los Angeles; Hudson Yards in NYC; and Baltimore's Inner Harbor district.

"Union Square is one of the ten or so most central gathering spaces in the nation that come to American's mind when they think of such places," said Dan Biederman, president of Biederman Redevelopment Ventures. "We are honored to help the Mayor and the Union Square Alliance to rethink and reinforce the daily activities in the space for the benefit of shoppers, tourists, adjacent property owners, and everyday San Franciscans."

"Union Square is one of the City's most prominent public spaces, drawing in people from all over the world for more than a century. From ice skating during the holidays to live music and cultural celebrations during the summer, providing fun and unique experiences for visitors is key to ensuring it remains a top destination," said SF Rec and Park General Manager Phil Ginsburg. "Reinvigorating Union Square through creative, daily programming is vital to reimagining Downtown and I'm excited to bring the expertise of BRV onboard."

"This another exciting development for Union Square and further proof that the ongoing renaissance of downtown San Francisco is set to continue," said Marisa Rodriguez CEO of the Union Square Alliance. "The engaging programming and activations led by the Biederman Redevelopment Venture's team will provide yet another reason to visit the vibrant heart of the city. As shoppers and visitors return to our world-class retail spaces, they'll enjoy a variety of free, fun, and captivating activities through the year. There's something for everyone in Union Square."

"We are grateful to the City for engaging Biederman Redevelopment Ventures to bring more exciting programming and more foot traffic to Union Square," stated Sharman Spector, owner of Britex Fabrics. "As a legacy business that has been located in the Union Square shopping district since 1952, we are happy to support this new endeavor and to help make it a success."

Recent efforts to boost Union Square initiated by Mayor Breed as part of the City's Roadmap to San Francisco's Future and in partnership with the Union Square Alliance and other neighborhood stakeholders include:

• Winter Wander-land, which includes Winter Walk featuring holiday decor, vendors, activations, and performances and the Holiday Ornament Trail along Powell Street. Winter Walk returns December 13-22. Last year, Winter Wander-land drew more than 1.6 million people during the holiday season.
• In 2024, Union Square hosted eight free SF Live concerts, drawing more than 20,000 people.
• Union Square Alliance's signature events, Tulip Day, a beloved event for visitors and residents alike, drew 50,000 attendees on the day, and the added Union Square in Bloom season from March to August, where the district saw roughly 7 million visitors in that timeframe enjoying the beautiful blooms and entertainment.
• A redesign of Powell Street to transform this iconic gateway to the City into a pedestrian-centered promenade to better serve residents, retailers, and visitors and support Union Square's economic recovery. An initial design was unveiled in June 2024 with a final design expected next year.
• Expansion of Vacant to Vibrant Pop-Ups - In November, the Mayor, OEWD and the nonprofit SF New Deal announced a two-year expansion of the successful program to Powell Street as well as additional storefronts Downtown. Supported by a $3 million investment in this year's budget, approximately 25 new Vacant to Vibrant storefronts will soon begin to open on Powell Street and across Downtown on a rolling basis.
• In June 2023, the Board of Supervisors unanimously approved Mayor Breed's legislation to allow a wider variety of uses and activities in Union Square, including additional office, service, design and retail uses on upper floors; and indoor and outdoor entertainment uses and flexible retail workspaces on ground floors. The legislation also simplified the approval process and requirements for converting existing commercial buildings into housing.
• Strengthened the SFPD and community ambassador presence in Union Square, including a mobile command unit on the north side of the square and the annual Safe Shopper initiative that deploys additional public safety resources to ensure a safe shopping experience for visitors and businesses each holiday season.

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