On Dec. 17, San Francisco Mayor London Breed announced a new plan to “reimagine Union Square” and “boost foot traffic to surrounding businesses” with 200 days of events and activities, starting in early 2025.
The plan features a partnership between the Office of Economic and Workforce Development and Biederman Redevelopment Ventures Corporation (BRV), a placemaking consulting firm that creates, redevelops, and operates parks, public spaces, and neighborhood streetscapes.
“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,” Breed said in the announcement.
BRV will work with local businesses, groups, and performers to reinvigorate San Francisco’s premier retail district.
According to the city, Union Square welcomes nearly 10 million visitors annually and has more than 4.8 million square feet of retail space.
“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,” said San Francisco Recreation and Parks 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.”
The partnership is to build on San Francisco’s recent revitalization efforts in Union Square, including Winter Wander-land, Winter Walk, Tulip Day, Union Square in Bloom, free concerts, a redesign of Powell Street, and strengthening police presence in Union Square.
Breed, who is set to be succeeded on Jan. 8, 2025, by Mayor-elect Daniel Lurie, had previously introduced the Hospitality, Entertainment, Arts and Culture, Retail and Tourism Action Plan in June 2024. The plan, supported by a more than $13 million budget, has focused on attracting citizens and tourism in the districts of Union Square and Yerba Buena through events and activations.
“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,” Breed said.
