San Francisco, CA - Mayor London N. Breed joined the Office of Economic and Workforce Development (OEWD) and the Union Square Alliance to announce the return of Winter Wander-land, a series of special events, attractions, and activations that last year alone drew more than 1.6 million people to Union Square during the holiday season.
“Earlier this week we came together for the annual lighting of the Macy’s Great Tree in Union Square, one of San Francisco’s favorite holiday traditions and I am so excited to again welcome back Winter Wander-land,” said San Francisco Mayor London Breed. “Whether it’s ice skating in the beautiful plaza, looking at all the adorable SF SPCA kittens and puppies at Macy’s, or shopping at our wonderful Union Square stores, there is something for everyone to enjoy. We are looking forward to sharing this safe, welcoming, and entertaining experience this holiday season.”
Union Square welcomes almost 10 million visitors a year and offers more than 4.8 million square feet of retail space. This year, the iconic district will capture the holiday magic that has made shopping, dining, and staying in Union Square a beloved annual tradition. From November through the end of December, a variety of businesses throughout the neighborhood will spread the holiday cheer with special promotions, food and drink specials, and exclusive shopping events.
The Winter Wander-land is the latest in a series of activation initiatives, including the Let’s Glow SF annual holiday light show (December 6 – 15), aimed at boosting Downtown’s economy as part of the Mayor’s Roadmap to San Francisco’s Future. Since 2022, Mayor Breed has invested $15 million to support Downtown events and activations.
“In Union Square, the holidays are more than just a season—they’re an experience filled with joy, tradition, and cherished memories that last a lifetime,” said Marisa Rodriguez, CEO of Union Square Alliance. “People come from far and wide to experience the magic of the Square at the Holidays. From the festive Winter Walk and ice skating to the adorable San Francisco SPCA holiday pet windows at Macy’s, tea services at the Rotunda or Post Room after a long day of shopping, Christmas Dinner at John's Grill, and the annual Menorah lighting, there’s something for everyone. Union Square is a world-class destination where the magic of the San Francisco Bay Area shines brightest during the holiday season.”
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 tourism recovery. 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.
As part of the HEART Action Plan, Powell Street will be transformed into an Ornament Trail starting mid-November, and the Winter Walk will return to Union Square from December 13 – 22. Visitors to the area can explore the larger-than-life ornaments created by talented local artists on Powell Street, which will also be decked out with festive lights and will feature performances at the Cable Car turnaround. The Winter Walk will be located on Stockton Street from Post to Geary and from Geary to O’Farrell. With additional funding from Amazon, JP Morgan Chase, Build Group, Gap Inc., and Waymo, this two-block walk will be a holiday extravaganza and winter holiday plaza with food trucks, bar options, and visually captivating experiences featuring contemporary Arctic décor, and various exciting performances.
“Mayor Breed has committed to the success of Union Square, and OEWD is glad to support this top-notch holiday experience Downtown that will draw people from across the City and beyond,” said OEWD Executive Director Sarah Dennis Phillips. “I want to thank our partners and small businesses for making this season bright. Shopping online is convenient, but shopping in person is what is going to make the difference for Union Square’s economy and all the businesses who make San Francisco unlike any city in the world.”
Other popular attractions and San Francisco holiday traditions include the Safeway Holiday Ice Rink presented by Kaiser Permanente, back for its 17th season in Union Square, running outdoors daily through January 20.
“There's something magical about skating in the heart of downtown San Francisco, where Union Square lights up with the energy of the season,” said San Francisco Recreation and Park Department General Manager Phil Ginsburg. “The rink brings people together, creating moments of joy and connection against our City’s iconic skyline. And when they’re finished skating, there is so much to do in the area. It’s a reminder of San Francisco’s unique charm—a place where everyone can share in the season’s warmth, right in the heart of it all.”
The Macy’s Great Tree took center stage in Union Square with the official lightning on Wednesday, and from November 22–December 31, Macy’s beloved SPCA Holiday Windows will once again feature rescue animals in need of finding their forever homes.
“We’re thrilled to be part of the Winter Wander-land celebration, which brings so much joy to the heart of Union Square,” said Jonathan Davis, Macy’s Union Square Store Manager. “At Macy’s, the holidays are all about creating magical moments, from the perfect holiday gifts to the iconic Great Tree, SF SPCA Holiday Windows and Macy’s Santa, we’re proud to offer experiences that have become cherished traditions for families across San Francisco. We invite everyone to visit and make memories that will last a lifetime while enjoying all that Union Square has to offer this season.”
The Office of Small Business’s Shop DineSF shop local campaign in partnership with the San Francisco Chamber, JLL, and the San Francisco Arts Commission will host a two-day holiday popup at the San Francisco Center. Illuminating the Season in Downtown popup will feature over 65 small San Francisco makers and artisans and will be held on Friday December 6, 1–5 p.m. and Saturday, December 7 from 11 a.m. – 4 p.m.
Capping off the season, The Bill Graham Menorah will mark its 49th year in Union Square from December 25 – January 2. The Bill Graham Menorah is the first giant public Menorah outside of Israel and is an annual tradition as we celebrate the Chanukah Menorah Lighting.
Safety in Union Square continues to be a top priority for the City. Mayor Breed’s investments as part of the HEART Plan include $4 million for additional safety to bolster security efforts on the ground and providing additional support to the San Francisco Police Department (SFPD) in Union Square and Yerba Buena neighborhoods.
While private security will be in place at all times within Winter Walk, the SFPD presence at Union Square will also triple for the holiday season. The department has a dedicated mobile command center, and 24-hour deployment, including plainclothes officers in Union Square.
Additionally, the SF Travel Welcome Ambassadors, Union Square Ambassadors, and members of the Police Reserve Officer Program will maintain a presence throughout the district to support a welcoming outdoor environment for all to enjoy.
“The San Francisco Police Department will be out in force in Union Square to ensure this holiday season is fun and safe for everyone," said Police Chief Bill Scott. “We know how important Union Square is to the vitality of our City, and we will be there to support a warm, welcoming environment that will showcase our beautiful City.”
Additional information about the various Winter Wander-land attractions can be found online at
https://visitunionsquaresf.com/winter-wander-land
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