SF’s Union Square to Get Real Christmas Tree After Macy’s Ends 30-Year Sponsorship

San Francisco’s Union Square is set to welcome a real Christmas tree for the first time in over 15 years, signaling a return to cherished holiday traditions. After Macy’s ended its more-than-30-year sponsorship of the artificial tree, the city took over the expense and brought in a live tree for this season. This change comes as the holiday ice rink has already opened for its 19th season, providing residents and visitors a new reason to gather in the heart of the city. The shift represents more than just a change in holiday decor; it speaks to a broader effort to revitalize Union Square, a neighborhood that has faced significant challenges in recent years, from the lingering effects of the pandemic and shifts in retail trends to concerns about safety and public perception.

A Tradition Returns: Union Square's Holiday History

For decades, the artificial Christmas tree in Union Square was funded by Macy’s, which also sponsored the annual tree-lighting celebration. This sponsorship represented a significant investment from Macy’s in the city’s holiday spirit and a long-standing partnership that helped define Union Square’s identity during the holiday season. The artificial tree, while visually impressive, lacked the natural charm and scent associated with a real Christmas tree, something many long-time San Franciscans missed. The history of holiday celebrations in Union Square is deeply intertwined with the evolution of San Francisco itself. Union Square emerged as a central gathering place in the late 19th century, and its holiday displays reflected the city's growth as a major retail hub. Prior to Macy's sponsorship, Union Square hosted a variety of holiday displays, often reflecting the city’s diverse retail landscape. Department stores like Gump’s, Saks Fifth Avenue, and the now-defunct Clothing Mart competed to create elaborate window displays that drew crowds and contributed to the festive atmosphere. These displays were a significant part of the holiday experience for generations of San Franciscans, representing a time when downtown retail thrived. As KRON4 reports, that tradition is coming to an end this year, with the city taking over the expense and bringing in a live tree for the first time in over 15 years. According to city officials, the last real Christmas tree displayed in Union Square was in 2010. The return of a live tree has generated excitement among some visitors who say it brings back memories of holiday seasons spent in the city's downtown shopping district. “Finally!” said San Francisco resident Olsaitha Ros. For Half Moon Bay resident Nicole Henares, the change is tied to family memories: “When my grandfather worked at the Clothing Mart. I used to come here every holiday, and I would love to see all the windows. And it wasn't just Macy's that had the Christmas windows. It was Saks and Gump's and getting dressed up.” The shift also reflects changes in Macy’s corporate strategy and a desire for the city to reclaim ownership of its iconic holiday display, as well as the broader economic pressures facing department stores. The decision to end the sponsorship likely reflects a combination of factors, including Macy’s efforts to streamline operations and a desire for the city to take greater control over its public spaces.

Ice Skating and Holiday Festivities: More Than Just a Rink

The Safeway Holiday Ice Rink at Union Square opened last week for its 19th season and will operate daily through January 18. Tickets are available online, and beginners can enter a lottery for free weekend skating lessons, including skate rentals. The rink’s presence has become a cornerstone of San Francisco’s winter experience, drawing both locals and tourists alike. The ice rink’s popularity is a testament to its ability to provide a unique and accessible recreational activity in the heart of the city.

Themed Nights and Special Events

The rink’s seasonal programming includes Wednesday-night themed skating sessions at 8:30 pm, with upcoming themes ranging from country music and Friendsgiving to holiday movie soundtracks and K-pop. These themed nights aim to create a unique and engaging atmosphere for skaters of all ages, fostering a sense of community and providing opportunities for social interaction. Other special events include Drag on Ice on December 3, Silent Skate on December 10, and a Polar Bear Skate on New Year's Day. The opening celebration last week featured Olympic gold medalist and San Francisco native Brian Boitano, who praised the professional-grade ice surface and encouraged people of all skating abilities to give it a try. Boitano’s presence underscored the rink’s commitment to providing a high-quality skating experience and highlighted San Francisco's strong connection to the sport. The rink's location in Union Square is also strategically important, serving as a focal point for other holiday activities and attracting visitors to the surrounding shops and restaurants, further contributing to the economic vitality of the area.

Mixed Reactions to the Tree Change: Balancing Tradition and Sustainability

While many are excited about the return of a real Christmas tree, not everyone supports the move. San Francisco musician Thomas Senicka questioned whether cutting down a tree for a short holiday display is worthwhile: “Think of how many years it's going to take to replace it, and we're going to enjoy it for 30 days and kill it.” This concern highlights the ongoing debate surrounding sustainability and the environmental impact of holiday traditions. The city will need to carefully consider the sourcing of the tree, ensuring it comes from a responsibly managed forest and that plans are in place for its disposal or replanting after the holiday season. The environmental considerations surrounding the tree's origin and eventual fate are crucial, particularly in a city committed to sustainability. Officials will face scrutiny regarding the tree's carbon footprint, including transportation emissions and the potential impact on forest ecosystems. According to city officials, the tree is expected to be illuminated by Black Friday, though there won’t be an official event for its lighting. The lack of a formal lighting ceremony this year may also be a point of discussion, as it was previously a significant draw for visitors. The shift away from the sponsored event also signals a change in the city’s approach to managing public celebrations, potentially leading to more community-driven events in the future. This transition presents an opportunity for local organizations and residents to take a more active role in shaping the city’s holiday traditions.

Union Square Alliance and Economic Impact: A Neighborhood in Transition

Union Square has faced challenges in recent years, including storefront vacancies and a decrease in foot traffic, exacerbated by the pandemic and shifts in consumer behavior. The return of a real Christmas tree and the continued success of the ice rink are seen as vital components of a broader revitalization effort. Marisa Rodriguez, CEO of the Union Square Alliance, described the holiday display as part of a broader effort to draw visitors to the area. “Union square is the Rockefeller Center of the West. This is where the Bay Area comes together. Northern Californians, Bay Area residents, the like come here to enjoy the holiday season. We have ice skating. We have our tree. We have the sugar castle at St. Francis. Gumps is going to blow out with their beautiful holiday store,” she said. Historically, the area attracts more than 1 million visitors during the winter holiday season, according to city officials. The presence of these attractions is crucial for supporting local businesses and creating a vibrant atmosphere. The San Francisco Office of Economic and Workforce Development is investing about $350,000 to bring Christmas magic to the area, including decorating light poles, craft fairs, and a market. Anne Taupier, executive director of the San Francisco Office of Economic and Workforce Development, noted that this investment also includes the menorah and other activations. This investment signals a commitment to ensuring Union Square remains a central hub for holiday celebrations and economic activity. The broader effort to revitalize Union Square includes initiatives to attract new retailers, improve public spaces, and enhance safety, reflecting a long-term vision for the neighborhood’s future. These efforts are particularly important given the ongoing challenges facing brick-and-mortar retail and the need to create a welcoming and safe environment for visitors and residents alike.

The Tree's Origin and Logistics

While the specifics of where the tree will come from haven't been officially announced, city officials are reportedly seeking a mature evergreen, likely a fir or spruce, that will stand tall and be visually impressive. The logistics of transporting such a large tree into the heart of San Francisco will be considerable, requiring careful planning and coordination with city services to minimize disruption. The tree’s size and weight will necessitate specialized equipment and potentially require temporary road closures. The tree’s placement and securing within Union Square also presents unique challenges given the plaza's design and the need to ensure pedestrian safety. Questions remain regarding the tree’s long-term care and disposal, as well as the potential impact on traffic flow and surrounding businesses during its installation and removal. The city will need to be transparent about these logistical considerations and engage with the community to address any concerns.

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