Union Square in Bloom
Bloom a New Tradition
Union Square in Bloom
Union Square has a rich history and tradition with flowers. For decades, flowers were handed out to visitors walking through Maiden Lane; several flower stands brighten up the district and American Tulip Day decoratively blankets Union Square Park with thousands of Tulips. Our mission with Union Square in Bloom to bring back this colorful tradition with a modern twist every Spring!
Union Square's Newest Tradition
The Union Square District has a long and storied tradition of being adorned with flowers. For many years, the presence of flowers, particularly daffodils, was abundant throughout the community. From handing out flowers to visitors walking through Maiden Lane to Macy’s Flower Show dating back to 1964, flowers have traditionally been a significant draw for visitors to our district. Most recently, American Tulip Day draws tens of thousands of visitors to gather tulips that decoratively blanket Union Square Park.
The Alliance wants to continue this tradition by attracting visitors through Union Square in Bloom, an annual activation that bring beauty and a sense of place to the district through vibrant floral displays and interactive programming. By working as a community, the Alliance aims to create a cohesive theme throughout the district and welcome visitors, workers, and residents to the heart of San Francisco.
Bloom Passport
Perfect for families and kids, our Union Square Bloom Passport is a delightful way to enjoy the season. Our partnered hotels, restaurants, bars, and have teamed up with local floral designers to create stunning floral displays on their storefronts. This booklet is packed with discovery, floral education, and interactive games for a fun-filled spring outing.
Spotlight of Floral Designers
Becky and Virginia are both San Francisco natives and have spent the beginning years of their careers at various corporate companies and startups. Their drive for more creative spaces and entrepreneurial spirit has led them to start Marbled Mint.
Marbled Mint is an established floral design team with a studio based in San Francisco, in the heart of the Mission district. They specialize in weddings, team-building workshops, and curated experiences. Their passion is to bring beauty and joy into the community!
Check out their past projects on Instagram!
Visit their installations in this year’s Union Square in Bloom activation: 250 Stockton, Beacon Grand, Canterbury Hotel, The Donatello, Herbert Hotel, Stratford Hotel, Union Square Plaza Stage Canopy sponsored by United Airlines, SFO United Airlines Lounge, and the Union Square Building.
Zaddy Blooms, a full-service event design studio, was born in the Bay Area in 2020. He specializes in weddings and editorials. Owner Peter Bonavita is known for his big, bold, and colorful designs inspired by English gardens and pop culture.
Visit their Instagram for samples of past installations.
Visit their installations in this year’s Union Square in Bloom activation: American Conservatory Theater, Axiom Hotel, Bus Stop at Geary/Stockton, and Taj Campton.
Jacqueline Devins is the founder and creative force behind Poppy Cart, a boutique event and wedding floral design studio based in Northern California, servicing the Bay Area and beyond. A lifelong lover of flowers and plants, influenced by her floral artist grandmother and floral community, Jacqueline honed her skills through years of practice. She draws inspiration from the natural beauty surrounding us, using seasonal and locally sourced blooms to create unique arrangements that reflect the beauty of the changing seasons. She intends to share flowers’ beauty, joy, and healing powers with others.
Follow her Instagram for unique, captivating displays.
Visit their installations in this year’s Union Square in Bloom activation: Grand Hyatt and Bus Stops at Geary/Powell and Geary/Stockton sponsored by Macy’s.
With over 15 years of hospitality experience in luxury hotels, Edgar Martinez started his company, Flowers by Edgar, in 2011. Ranging from floral design to full production services, Flowers by Edgar tailors each project to the clients’ vision, targeted budget and specific look to create an all-encompassing experience for guests. No event is too complex or daunting for Flowers by Edgar and they are widely considered the team that can make “it” happen by peers in the event industry. Flowers by Edgar is based in the Bay Area but is available for destination weddings and events internationally.
Follow his Instagram for more beautiful arrangements.
Visit their installations in this year’s Union Square in Bloom activation: Westin St. Francis and Mastro’s Steakhouse.
Janelle is the owner of Green Petal Designs, a flourishing floral design studio in the San Francisco Bay Area. Her love of flowers started after college while working at a flower shop in Minneapolis, MN, where she discovered her passion for floral design. Since then, Janelle has been dedicated to pursuing excellence in her craft, which led her to California, where she earned her floral certificate from City College of San Francisco and opened her own studio 12 years ago.
Janelle is deeply committed to her industry and is always seeking out new inspiration and networking opportunities with other wedding professionals. Her hard work has resulted in strong relationships with some of the best local and west coast wedding planners, who are proud to have her as a regular client. With a team of talented floral engineers and creatives, Janelle shares her vision for incorporating new textures and colors into their designs, earning a solid reputation as one of San Francisco Bay Area’s top floral designers.
In addition to her thriving wedding business, Janelle’s client base includes several corporate accounts such as Salesforce, San Francisco Giants, Skywalker Ranch, and Bon Appetit Management. Her versatility and creativity have enabled her to seamlessly collaborate with some of the best wedding and event planners in the Bay Area, showcasing her professionalism and commitment to creativity and service.
Janelle met Stephanie in 2014 at a wedding industry networking event hosted by WIPA. At the time, Stephanie was an event manager for Yacht Connections International, producing and planning events for their luxury motor vessels. From their first encounter, they immediately connected over their shared passion for events, hospitality, and creating unique experiences for their clients.
Their friendship quickly turned into a successful business relationship as Janelle became the go-to florist for Stephanie and all YCI events, both internal and external. When YCI sold its larger yacht, the California Spirit, to the San Francisco Giants/ Giants Enterprises, Stephanie moved to the Giants too. Soon after, Green Petal Designs became a preferred vendor for the ballclub. They continued to work closely together as their event scope broadened from water-based events to the full ballpark experience. Now, Stephanie is an integral part of Janelle’s team, and they both enjoy working with the Giants and their exclusive catering partner, Bon Appetit Management, as their primary florist.
Stephanie’s background in hospitality and event design make her a natural fit for floral design. She brings a wealth of experience, fresh ideas, and excitement to their clients, events, and projects. Together, Janelle and Stephanie are a dynamic duo, dedicated to providing exceptional floral design services to their clients.
Follow their Instagram for more information.
Visit their installations in this year’s Union Square in Bloom activation: The Barnes Hotel, King George Hotel, and Inn at Union Square.
Bloom + Bubbles Passport
Come join us in Union Square, where the beauty of spring is in full bloom, and indulge in our floral cocktail program.
Each cocktail is carefully crafted to showcase the natural flavors and aromas of the flowers and herbs used, resulting in a sensory experience that’s truly unforgettable. And with a variety of non-alcoholic options available, there’s something for everyone to enjoy.
Cheers to a season of renewal and growth!
Bloom Hotel Packages
Escape into a blooming oasis with our floral-themed hotel room packages, designed to transport you to a world of natural beauty and serenity. Whether you’re a local seeking a staycation or a visitor looking to discover the city’s vibrant culture, our packages offer a unique experience that will leave you feeling rejuvenated and refreshed.
Axiom Hotel
Spring is in the air in Union Square with flowers in bloom, so come join us to celebrate the season with flowers and a toast! Upon arrival, guests will receive a small seasonal bouquet, and a demi bottle of our favorite Sonoma sparkling wine (must be 21+, valid ID required) delivered to the room. Urban Fee is waived (nightly savings of $40.76).
Westin St. Francis
Celebrate Springtime in Union Square with all things floral. Upon arrival, you will receive a seasonal bouquet in the room, then head downstairs to Clockbar, where floral-inspired cocktails have blossomed.
Taj Campton Place
Celebrate this time-honored tradition of Union Square in Bloom at the Taj Campton and be welcomed with a bouquet of flowers and a glass of sparkling wine upon arrival.
Things to Explore
Floral Workshop
Bloom with creativity and join us for a floral arranging workshop that will unleash your inner artist! Get ready to immerse yourself in the beauty of nature, as we teach you the tricks of the trade to create stunning floral masterpieces. Stay tuned for more details, and mark your calendar for a day of blossoming fun!
Coming Soon!
History of the Flower Mart
From bud to bloom: watch the video below for a look into the colorful journey through the rich history of San Francisco’s beloved Flower Mart.
Amorino Gelato
Made with the finest ingredients, each petal is bursting with delicious flavors that will tantalize your taste buds. Enjoy a sweet treat that is as beautiful as it is delicious and perfect for any spring day!
Teuscher Chocolates of Switzerland
Experience the ultimate indulgence with Teuscher Chocolates of Switzerland! Treat yourself or your loved ones to the finest Swiss chocolates, beautifully packaged in signature flower boxes that you can fill with your favorite candies. Whether for a special occasion or just because, our chocolates make the perfect gift that will never go out of style.
Flowers World
Experience the beauty of nature while promoting sustainability! Blooming with beauty: Explore a world of vibrant and elegant floral arrangements at Flowers World – your one-stop-shop for all things botanical. Flowers World offers a range of eco-friendly and sustainable floral options.
Located at 330 Sutter Street
Garden Party
Garden Party is a catering and event planning company based in San Francisco, California. They offer a variety of services such as custom menus, bar service, floral design, and rentals for events such as weddings, corporate events, and private parties. They prioritize using locally-sourced and sustainable ingredients in their catering menus and strive to create unique and personalized experiences for their clients.
Located in Westfield.
2023 Bloom Dress by Vasily Vein
At 291 Geary Street, don’t forget to look up at the second-floor window on the Geary side, where you can spot a mannequin wearing the 2023 Bloom Dress designed by visionary, Vasily Vein.
Join us this Year!
All businesses can participate in Bloom!
- Bloom the public realm in collaboration with the Union Square Alliance
- Bloom your store front
- Create a bloom activation within your business (floral cocktail hours, floral specials, romantic dinner specials, floral workshops and demos, etc.)
*Designs and cost are adjustable per location
Contact [email protected] to discuss ways to get involved.
Summer Music Series
Coming Soon!
American Tulip Day in Union Square
Union Square Plaza burst into a colorful display of tulips as American Tulip Day was celebrated amidst the gentle California breeze on Saturday, March 4, 2023. Bustling crowds of 30-35,000 gathered at the city’s heart to kick off the start of Spring and celebrate International Women’s Day. The event hosted by Royal Anthos in collaboration with the Netherlands Consulate in San Francisco, San Francisco Recreation and Parks, and the Union Square Alliance was a resounding success.
If you missed the festivities, fear not – Union Square has plenty of floral experiences waiting to bloom. The district has a rich tradition of being adorned with flowers, with daffodils particularly beloved. For decades, visitors have been greeted with the sight of vibrant blooms lining Maiden Lane and featured in events such as Macy’s Flower Show, which dates back to 1964.
This Spring, Union Square invites locals and tourists to continue this tradition by experiencing Union Square in Bloom. This annual spring-season initiative brings beauty and a sense of place to the district through vibrant floral displays and interactive programming. The Union Square Alliance is working with the community to create a cohesive theme throughout the district, welcoming visitors, workers, and residents to the heart of San Francisco. Take advantage of this opportunity to experience the beauty of Union Square in full bloom!