Mayor Lurie Announces Continued Union Square Programming Following Successful, Safe Super Bowl Week

SAN FRANCISCO – Mayor Daniel Lurie today announced that activations and programming will continue in San Francisco’s Union Square through summer 2027, bringing energy and foot traffic downtown and continuing the city’s economic recovery by building a downtown where people live, work, play, and learn. Following a successful and safe week of Super Bowl LX events that drew thousands of people to Union Square, Biederman Redevelopment Ventures Corporation (BRV), a leading placemaking firm, will continue its work transforming Union Square into an active public space through daily programming and amenities that have attracted countless visitors downtown. 

The continuation of BRV’s work in Union Square delivers on a promise in Mayor Lurie’s “Heart of the City” executive directive aimed at strengthening San Francisco’s downtown and accelerating the city's economic comeback. Early in his administration, the mayor launched the San Francisco Police Department Hospitality Zone Task Force to keep downtown safe 365 days a year. In Union Square and the Financial District, crime is down more than 40%. Since launching the executive directive in September 2025, 20 new liquor licenses have been issued to support nightlife, office leasing has surged 66.7%, and San Francisco now leads major U.S. cities in return-to-office rates. Retail vacancies are declining amid a wave of new openings, including six Vacant to Vibrant pop-ups, Pop Mart, Nintendo, and soon a new Zara flagship store.  

“Through our Heart of the City plan, our administration is accelerating San Francisco’s downtown recovery by activating our public spaces, prioritizing safe and clean streets, and supporting small businesses,” said Mayor Lurie. “After a successful and safe Super Bowl week that brought hundreds of millions of dollars of economic impact to our city, we’re continuing to deliver on that promise. I’m thrilled that Biederman Redevelopment Ventures Corporation is renewing its partnership with Union Square—bringing arts, entertainment, and events that keep downtown energized year-round.” 

Since the launch of the Heart of the City plan, Union Square has seen average monthly visitors increase by 5%. Major civic events, such as the NBA All-Star Game, Super Bowl LX, the upcoming FIFA World Cup, and annual conference renewals like Dreamforce and JPMorgan Chase, are boosting San Francisco tourism. U.S. traveler searches to San Francisco on Booking.com are up 350% year over year and up 150% on Airbnb. SF Travel forecasts domestic overnight visitors to increase 2.5% to 5.89 million in 2026, with spending projected to reach $2.91 billion (up 5.9%). 

Over the past year, in partnership with the Office of Economic and Workforce Development (OEWD), Recreation and Parks Department (RPD), and Union Square Alliance, BRV has played a key role in revitalizing Union Square by introducing new amenities and hosting 429 free programs—from weekly fitness classes and kids’ activities to crafts, chess, cultural performances, live music, and Cinema on the Square film screenings. These programs have engaged more than 800,000 participants and boosted daily plaza visitation by 13.7%, with visitors surveyed reporting a 99.3% satisfaction rate according to BRV. BRV’s “Big Game on the Square” activations for Super Bowl LX drew more than 13,000 visitors on Thursday, Friday, and Saturday. Building on this success, OEWD has extended BRV’s contract to continue programming 7 days a week year-round through 2027, ensuring continuous activations that complement seasonal neighborhood events. 

“Union Square is bursting with activity, new retail, and renewed optimism,” said District 3 Supervisor Danny Sauter. “I applaud this continued investment in programs, from music to games and dances, that will continue to delight and attract crowds to our downtown core.” 

“The programming in Union Square has shown what’s possible when you make public spaces fun, welcoming, and easy to enjoy,” said Anne Taupier, OEWD Executive Director. “BRV has been an incredibly dynamic, hands-on, and creative partner in bringing consistent energy to the plaza and making it a place people want to spend time every day. Extending this partnership allows us to build on the momentum they've created, driving foot traffic to neighborhood businesses and filling vacancies.” 
BRV’s winter programming will include:  

• Return of seven days a week staffed amenities with additional tables and chairs. Program areas include craft and games cart, chess and reading room, kids zone, and large games including ping pong, badminton and foosball.
• Sketching Classes, Mondays, 4-6 p.m.  
• Tuesday Blues, Tuesdays, 4-6 p.m.  
• Workout Wednesdays: Cardio Dance, Wednesdays, 5:30-6:30 p.m.  
• Lunchbreak Music, Thursdays, 11:30 a.m. - 1:30 p.m.
• Chess: Lessons and Social, Fridays, 11:30 a.m. - 1:30 p.m.
• Juggling Lessons, Saturdays, 11:30 a.m. - 1:30 p.m.
• Mahjong Lessons and Social, Sundays, 3:00 a.m. - 6:00 p.m.  
• Second Saturdays Round the World, Second Saturday of the month, 11:00 a.m. - 2:00 p.m.

This summer and fall will feature expanded programs and special events, double the number of offerings, and add weekly dance nights, additional fitness offerings, children’s activities, and the return of major events like concerts, movies, and more. 

“We are deeply appreciative of the mayor’s continued investment in downtown and excited that strong partnerships like BRV will extend into next year,” said Marisa Rodriguez, Union Square Alliance CEO. “These collaborations have helped support Union Square’s steady revitalization, and we are seeing the results in how people are enjoying the district—families, children, and seniors spending full days shopping, dining, and enjoying everything from simple moments outdoors to larger-scale activations. This ongoing investment signals the investment into safety and revitalization are working and the momentum in Union Square is real and reinforces its role as the heart of San Francisco. From the NBA All-Star Game to Winter Walk and this past weekend’s Super Bowl, the neighborhood continues to show its ability to come together and shine.” 

“An activated Union Square has been a real benefit to our hotel workers and visitors from around the world, particularly families with children,” said Alex Bastian, Hotel Council of San Francisco CEO. “These activations bring energy, safety, and a great sense of vibrancy to the neighborhood, giving visitors the chance to experience the true magic of San Francisco.” 
“Creative programming ensures one of the city’s most historic and recognizable public spaces remains vibrant and welcoming. From live music to activities for all ages, these everyday moments don’t just bring people to Union Square—they help strengthen downtown and keep it lively, dynamic, and full of things to do,” said Sarah Madland, Interim Recreation and Park Department General Manager. “Our parks and plazas are places where people find joy and make lasting memories, and the city’s partnership with BRV helps make that happen every day.” 

BRV transformed Bryant Park in New York City and oversees management and programming at Salesforce Park. The firm has created, redeveloped, and operated parks, public spaces, and neighborhood streetscapes in 37 states and seven countries, and has been recognized for its success in using private management to revitalize urban public spaces.  
“We have worked in 37 states over the last 25 years, and our firm has found San Francisco government to be a pleasure to work with, much to the benefit of Union Square,” said Dan Biederman, BRV President. “We are thrilled to get a chance to extend our work there.”