Winter Walk
“The holidays start here in Union Square, San Francisco.”
The Union Square Foundation is proud to support Winter Walk!
Prepare for the exciting return of Winter Walk 2024 in Union Square! This 10-day event will turn two blocks into a pedestrian plaza with lush turf, diverse food truck offerings, enticing bars, and Instagram-worthy arctic-themed décor. Enjoy live performances and entertainment throughout this festive event!
2024 Dates:
FRIDAY, DEC. 13 - SUNDAY, DEC. 22, 2024*
Mon-Wed, 12-7pm | Thurs-Sun 10am-9pm
Located on Stockton Street from Post to O’Farrell
* Dates may be extended with sufficient sponsorship support
Visitor & Revenue Impact:
Estimated financial boost to be in the “tens of millions of dollars.”
11% increase in unique daily visitors over the holidays to Union Square, The City’s historic holiday-shopping destination.
Positive Experiences:
90.4% of visitors stated that they would return to Winter Walk
48.7% of Visitors rated the experience as “Excellent”
“[Winter Walk] is really nice and it’s fantastic. I would recommend it to anyone visiting [San Francisco].“ – Interviewees Jackie and Luna, Channel 2 News Bay Area
Explore our Sponsor Deck to learn more about partnering with Union Square and playing a major role in the city’s economic recovery through this vibrant high-profile event.
“Winter Walk holds a special place in the heart of our city, a timeless tradition that brings joy to all who experience it. As the Union Square Alliance eagerly anticipates its return, let us embrace the enchanting blend of a modern arctic wonderland, the warmth of community, and the holiday spirit that makes Winter Walk a celebration of life’s beautiful moments. It’s not just an event; it’s a cherished tradition that unites us all in the heart of Union Square.”
“Union Square attracts residents and visitors from all over the world who want to enjoy our exceptional retail, art, and cultural experiences. The Winter Walk is a wonderful experience that celebrates Union Square as an amazing holiday destination for the whole family. The City will continue to bring forward programs and initiatives to support Union Square and boost Downtown’s economy.”
“Amazon is proud to be the presenting sponsor of Winter Walk 2023. This festive event in the heart of the city is one of the ways valuable organizations like Union Square Alliance work to create magic in San Francisco. We look forward to seeing city residents and visitors alike experience the joy that Winter Walk brings to Union Square as we come together to celebrate the season.”
Having been an annual gathering place for people to jingle, shop, and mingle between 2015 and 2018, Winter Walk reached its peak 2018 with an impressive turnout of 2.2 million attendees. Serving as a holiday respite during the Central Subway construction hiatus, Stockton Street in Union Square, which symbolizes a lively link between Chinatown and Market Street, was activated annually during the festive season. Transforming it into a welcoming public space adorned with artificial grass, illuminated seating, and a festive ambiance, Winter Walk became an enduring tradition.
Even with the Central Subway officially opening its doors in January 2023, seamlessly linking communities from Chinatown to the newly revealed Chase Center and fully reopening Stockton Street to traffic, the triumphant return of Winter Walk is a testament to the enduring spirit of community enthusiasm for this event. This revival is the result of collaborative efforts by City and community partners, including Mayor London Breed, SFMTA, Office of Economic and Workforce Development, Chinatown, SFPD, SFFP, and the Union Square Alliance. The event is poised to continue bringing joy and fostering a sense of togetherness, encapsulating the spirit of the holidays in San Francisco.
“Winter Walk has been such a strong joyous program in a moment when we need this as a city. I am grateful to Union Square Alliance for continuing to forward this program – and in particular, doing so in way that values the partnership of neighboring communities like Chinatown.”
“The San Francisco Police Department will have officers out in force to ensure this holiday season is fun and safe for everyone. We’re collaborating closely with our city partners so we’re able to deter crime and respond quickly when necessary. I want to thank our officers who have been working hard and will continue to keep people safe as we begin this holiday shopping season.”
“Gump’s is delighted to be a sponsor of Winter Walk in downtown San Francisco’s beautiful Union Square. We invite you to visit our legendary holiday shop while enjoying all that Union Square and Winter Walk have to offer. Gump’s, like Union Square, has been a holiday destination for generations of Bay Area families. Happy Holidays – we look forward to seeing you.”
“We are delighted to be a proud sponsor of Winter Walk, contributing to the festive spirit of the holiday season in Union Square. Our seasonal immersive lobby decor has become a hallmark, and Winter Walk provides the perfect platform for us to extend that experience beyond our hotel walls. We invite everyone to stop by our holiday windows at 100 Stockton and to visit our lobby to share in the holiday magic that we bring to the heart of San Francisco.”
Pre-pandemic Winter Walk
Pre-pandemic Winter Walk