Media Contact: David Perry & Associates

Holiday Events Begin in San Francisco's Union Square

Nov. 26 -- Tree Lighting & Car Pool Validation at Area Parking Garages

Dec. 2 -- Second Annual Union Square “Holiday Stroll”

Dec. 7 -- Bill Graham Menorah First Candle Lighting Ceremony

“Code Adam” program now in its 5th year of helping locate lost children

“Safe Shopper Program” and Macy's “Miracle on Geary Street” help keep season bright

* * *

24 November 2004 -- SAN FRANCISCO: Let the holidays begin! This Friday, November 26 at 6pm , Santa Claus and Mayor Newsom will throw the switch, officially lighting the Union Square Christmas Tree -- an 80 foot tall California White Fir donated by Macy's. Entertaining at the ceremony will be the San Francisco Boy's Chorus and Electra Records recording sensation, Yolanda Adams, -- the # 1 gospel singer in the world -- who will then appear at the nearby Virgin Megastore to sign copies of her new CD “Christmas with Yolanda Adams.” That day -- traditionally the busiest shopping day of the year -- will also see the institution of the popular car pool validation program which continues until January 2nd. Four area garages -- Ellis O'Farrell, Sutter / Stockton, Fifth & Mission, and Union Square -- will be giving validation of one hour free parking for cars with three passengers; two hours free parking for cars with four or more. Also underway this month is the annual Holiday Safe Shopper Program, sponsored by the City of San Francisco, designed to promote safety among Union Square revelers during the busy end-of-year period. In addition to the usual police presence and Union Square BID Ambassadors, the area will see an increased presence of the highly popular horseback mounted patrol.

“The idea is to encourage shoppers to be more aware of their surroundings,” said Leigh Ann Baughman, Union Square BID Executive Director. “Our mission is to keep the Union Square area clean and safe. During the holidays, with so much hustle and bustle, we want to make sure that visitors to the area keep especially tight watch over their personal belongings, purchases, and their young children who might become separated in large crowds. Our 'Code Adam' program -- which operates all year long -- is an intense, immediate and highly successful program to match lost children with their parents. If a BID Ambassador spots a child that is alone, the child is approached to get a description of their guardian or parent. While police and other Ambassadors are alerted about the situation, the Ambassador stays with the child until their guardians are located. It also works in reverse as sometimes Ambassadors are approached by parents who have become separated from their little ones.”

A unique program of the Union Square BID, the BID “Ambassadors” are a visible presence for safety and maintenance in the BID’s ten-square-block borders. Easily identifiable by their red and blue uniforms, the Ambassadors provide visitors and tourists with a variety of services including directions, transportation information, emergency response, and even help elderly shoppers with their bags as they cross San Francisco’s busy streets.

On Thursday, December 2 from 4pm 'til 8pm, the Second Annual Union Square “Holiday Stroll” will start at Union Square. There under the tent, a map will be handed out to strollers who will follow the path of luminaries to participating businesses providing refreshments, silent auction items, and deliciously artistic gingerbread houses. For those who might tire during the middle of the stroll, a free shuttle is provided by San Francisco Sightseeing Grey Line Tours. The “Holiday Stroll” is sponsored by the Union Square Association in conjunction with A.C.T. All proceeds will benefit A.C.T. On Saturday, December 4 from 10am 'til 5pm, the annual Operation Dream toy drive will collect toys for young people in San Francisco public housing and other needy children. That same day, the Sacramento Youth Band will perform on the Union Square stage from 12noon 'til 1pm. Friday, December 10th will see the Celebrity Bell Ringing event take place from 10am 'til 2pm. On Tuesday, December 7 from 5pm 'til 6pm, the Bill Graham Menorah Lighting Ceremony will take place with the illumination of the first candle, with subsequent candles lit at the same time December 8 and 9. On Friday, December 10, the candle lighting ceremony will be from 3pm 'til 4pm; Saturday, December 11, from 7:30pm 'til 8:30pm. On Sunday December 12, artists and dignitaries will gather at 4:30pm with the sixth candle lit at 5pm. On Monday and Tuesday, December 13 and 14, the seventh and eighth candles, respectively, will be lit in a ceremony running from 5pm 'til 6pm. Ongoing holiday events include “Miracle on Geary Street” -- a 5pm every day occurrence during which it will actually “snow” for 15 minutes at Macy's entrance on Geary Street between Powell and Stockton, a seasonal addition to the always adorable dogs and cats awaiting adoption from Macy's holiday windows sponsored by the SPCA.

The Union Square Business Improvement District (BID) is a 10-block area where property owners assess themselves to make their community cleaner, safer and more vibrant. The BID assessment is used to purchase services that supplement those provided by the City. The Union Square BID contains 97 properties and is roughly bounded by Sutter Street to the North, Stockton and Grant Streets to the East, Market Street to the South and Cyril Magnin to the West. In 1994, California joined most states in the country and passed enabling legislation for property based business improvement districts (PBIDS). There are currently over 1,000 BIDS in the United States and Canada. Also part of the Union Square BID’s success are the “TAGGers.” “TAGGers” (an acronym for Take Away Graffiti and Grime ) are the primary caretakers for Union Square and the whole BID district. Seven days a week, throughout the day, they sweep the sidewalks, pick-up and dispose of trash and debris, and remove graffiti from storefronts, buildings, area light poles and street furniture. Sidewalks are steam cleaned twice a month.

For more information on the Union Square Business Improvement District, access their website at www.unionsquarebid.com, or call (415) 421-3135.