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Union Square is Officially Blooming:

Media Contact: DP&A, Inc. / David Perry (415) 676-7007 / 


Union Square is Officially Blooming

Area Hotels, Restaurants, Bars, and Merchants Burst With Floral Decor
in 3rd Annual Activation Celebrating District’s Floral History with
Wide Range of Events, and Bloom Passport

WHO: The Union Square Alliance Presents

WHAT: Official Kick Off to 3rd Annual
Union Square in Bloom Campaign including concert,
flower giveaway, and “Bloom Passport” unveiling

WHEN: Saturday, March 23 (3pm – 6pm)

WHERE: Union Square Plaza


WHY: 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. Spring Fling Concert & Union Square in Bloom Passport Debut is 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.

The 3rd Annual Union Square in Bloom campaign kicks off withthe 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 are invited to enjoy a live Vinyl DJ-Set, specialty floral cocktails from Tyler Florence’s Miller & Lux Provisions, and a flower giveaway. 1,800 flower stems will be available to take home (1 per person while supplies last in exchange for following @UnionSquareSF on social media) while supplies last. Union Square in Bloom is presented by Amazon, the Union Square Foundation, Union 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.

San Francisco’s Union Square Plaza is conveniently located near the Powell Street BART station and directly on Muni’s T line. Visitors are encouraged to opt for public transportation and make a day of it in the Square. Book reservations now for lunch or dinner in one of Union Square’s spots. For more itinerary ideas,

Passport Program: The Bloom Passport is a guide to exploring the many floral installations across the district. This guide will be unveiled both in physical and digital formats at the Spring Fling Union Square in Bloom event and available at Visit as many locations as possible between March 23rd to August 17th. Each location has a QR code. Scan the code to reveal a mystery word and jot it down in your passport. Return your passport at the Bloom Finale event August 17th for a chance to enter the raffle and win a $500-valued prize.

  • 5 stops = 5 raffle ticket
  • 10 stops = 10 raffle tickets
  • 15 stops = 15 raffle tickets
  • 20 stops = 20 raffle tickets
  • 25 stops = 25 raffle tickets

The full list of businesses installing floral décor at their entrances, interiors, or in public spaces include: 77 Maiden Lane, 240 Stockton, 291 Geary Street, Axiom Hotel, American Conservatory Theater, Beacon Grand, Blake Charles Salon, Chancellor Hotel, CK Contemporary, Dirty Habit, Donatello, Flood Building, Gallery 44, Hilton San Francisco Union Square, Hotel Adagio, Hotel Nikko, Hotel Zelos, Hotel Zeppelin, Iron Horse Cocktails, John Fluevog Shoes, J Roland Salon, John’s Grill, King George Hotel, Marriott Union Square, Moscone Center, The Parc 55, PLS on Post, Rae Studios, Samuel Scheuer Fine Linens, Taj Campton Place, The Barnes, Tapestry Collection by Hilton, The Clift Royal Sonesta, The Flood Building, The Grand Hyatt, The Handlery Hotel, The Inn at Union Square, The Marker SF, Ula Mediterranean Restaurant, and the Westin St. Francis Hotel.

The Union Square Foundation will be supporting a few surprising bursts of flowers in Union Square’s public space. Other sites include:

Maiden Lane gates, SFMTA Bus Stops, Union Square Garage sign, and the Union Square Plaza stage, and the “blooming” of a Cable Car courtesy of San Francisco Travel.

In addition, these businesses are offering floral-inspired cocktails:

E&O Kitchen and Bar, Corzetti, Campton Place Restaurant, Dirty Habit, Harlan Records, Hotel Adagio, Hotel Nikko, John’s Grill, King George Hotel, Marriott Union Square’s bin480, Parc 55’s Cable 55, Post Room at the Beacon Grand, Sool Bar, The Barnes Tapestry Collection by Hilton, The Clift Royal Sonesta’s Redwood Room, Turn Cafe at the Axiom Hotel, Tratto at the Marker SF, Ula Mediterranean Restaurant, and Zingari Ristorante

Bloomies Awards: Visitors can vote for their favorite blooms on between March 23 and August 2. Winning Union Square businesses will be highlighted at the finale event during the Bloomies award show on August 17th.

Press Kit: A wide selection of event images, logos and videos that can be used for b-roll purposes can be accessed here.

About the Union Square Foundation:
The Union Square Foundation is a 501c3 charitable organization existing to establish a renewed ‘sense of place’ for the Union Square Area by supporting diverse artistic, cultural, and culinary programs and projects – and by cultivating a welcoming caring community for all humankind.

The Foundation provides critical support to both create and maintain a clean, safe, and beautiful environment that serves to enrich its public spaces for the enjoyment of San Francisco’s residents and visitors. Learn more at

About the Union Square Alliance:
The Union Square Alliance serves members and creates a high-quality visitor experience by managing and activating public spaces, attracting new investment, and advocating for the district’s future success. Union Square is the vibrant heart of San Francisco and an international destination where visitors come to enjoy exceptional retail experiences, luxury hotels, world-class cultural institutions, and great public spaces found only in the City by the Bay. A lively 27-block community surrounding Union Square Park in the heart of San Francisco makes up the Union Square Alliance. It is bordered on the north by Bush Street, on the east by Kearny Street, on the south by Market Street and the west by Taylor Street. For more information on the Alliance, go

About The San Francisco Office of Economic and Workforce Development:
The Office of Economic and Workforce Development advances equitable and shared prosperity for San Franciscans by growing sustainable jobs, supporting businesses of all sizes, creating great places to live and work, and helping everyone achieve economic self-sufficiency. For more information, please visit