Skip to main content

SF’s Union Square Is Blooming

SF’s Union Square Is Blooming

The 3rd Annual Union Square in Bloom campaign kicked off with the Spring Fling Concert & Union Square in Bloom Passport Debut.  Passport is a guide to over 40 oversized floral displays cascading from area hotels, restaurants, bars, and retail establishments in addition to a wide range of events celebrating arts, culture and nightlife, and cocktail offerings all combine to highlight Union Square’s rich floral history with a modern twist. 

This is the 3rd year of the bright & festive campaign. Guests enjoyed a live Vinyl DJ-Set, specialty floral cocktails from Tyler Florence’s Miller & Lux Provisions, and a flower giveaway. 1,800 flower stems were taken home by folks for following @UnionSquareSF on social media. 

Building off the momentum of Tulip Day, Union Square in Bloom, now in its third year, celebrates the district’s floral legacy with a modern twist. For decades, flowers, particularly daffodils, were handed out to visitors walking through Maiden Lane. Macy’s previously hosted its annual flower show, established in 1964, and several flower stands brightened up the district. 

The Spring Fling Concert & Union Square in Bloom Passport Debut was the official 2024 Union Square in Bloom Launch Event, and one of five featured events during Union Square in Bloom that invites the community to commemorate the legacy of Union Square interwoven with the timeless allure of flowers and encourages visitors and locals to rediscover and patronize our vibrant, full-circle offerings of hotels, restaurants, retail establishments, theater, fashion, cuisine, nightlife, and beyond.

Union Square in Bloom is presented by Amazon, the Union Square FoundationUnion Square Alliance, the San Francisco Office of Economic and Workforce Development, the Office of Mayor London N. Breed, and the Community Challenge Grants

Union Square in Bloom is just one of many activations throughout the year that support the vibrancy of Union Square and the greater downtown area. Bolstered by recent investments in public safety and visitor-centered ambassador programs, events like Bloom, Winter Walk, and last summer’s concert series continue to invite locals and visitors alike to visit Union Square and patronize downtown businesses.