Last Updated on December 4, 2024
Let’s Glow SF, the country’s largest holiday projection mapping event, will return to downtown San Francisco this holiday season, from December 6 through 15. Back for its fourth year, Let’s Glow SF will expand its original downtown footprint and include buildings in Yerba Buena and the East Cut – including Annie Alley and the PG&E Substation located at 725 Folsom Street. The free outdoor holiday event will use high-tech Panasonic projectors and lasers to project large-scale animated light shows across the facades of six iconic SF buildings and one art installation from 5:30–10 p.m. nightly, including the Ferry Building and the top of Salesforce Tower—where Let’s Glow SF artwork will also be featured on its LED panel, visible throughout the Bay Area.
Let’s Glow SF is hosted by the Downtown SF Partnership (DSFP), the community benefit district that oversees 43 blocks across San Francisco’s Financial District and Jackson Square Historic District, and is organized and produced in collaboration with A3 Visual. The signature event is part of citywide efforts to activate downtown’s public realm and increase programming as a form of placemaking, and is partially funded through an economic recovery grant from the San Francisco Office of Economic and Workforce Development and Office of Mayor London N. Breed.
Let’s Glow SF 2024 will kick off on December 6, 2024, with pre-event festivities beginning at 5pm, followed by a Countdown to Glow ceremony at the foot of Market Street facing the Ferry Building, which is open to the public. The Downtown SF Partnership will be joined by the City of San Francisco, A3 Visual, Amazon, Yerba Buena Community Benefit District, The East Cut CBD and Let’s Glow SF artists to countdown the start of the holiday season. Opening remarks will begin at 6:30. p.m. and lights will officially turn on at 7 p.m.
Attendees will also be able to experience the wonder of the season with exciting performances from Catalyst Arts and Circosphere, along with treats from Sunset Roasters, Marley’s Treats, and Mozzeria. Free Let’s Glow SF swag will be available while supplies last. Local participating retailers and businesses will offer themed drinks and bites for Let’s Glow SF attendees throughout the entire 10-night event. For more information, see here.
“Let’s Glow SF is truly becoming a San Francisco holiday tradition. When we kicked this off in 2021, our City was still in the midst of a pandemic and Downtown looked so different, we were so committed to finding ways to bring back the joy to our Downtown, and just when we needed it most, the Downtown SF Partnership stepped up to help,” Mayor London Breed said. “This event is loved by so many, and last year brought over 67,000 visitors back into our Downtown to take in the glow, and we expect even more this year. San Francisco has a story to tell, and Let’s Glow helps share our story, highlighting the beauty and creativity that makes our City so special.”
Let’s Glow SF 2024 show locations include the Ferry Building at 1 Ferry Building, 101 California Street, Pacific Coast Stock Exchange at 301 Pine Street, One Bush Plaza at 1 Bush Street, 425 Folsom Street, Annie Alley at 10 Annie Street, and Salesforce Tower at 415 Mission Street. Each building’s video projection, using techniques with light, colors and music, will tell an enchanting story that celebrates the holiday season. There will also be a Let’s Glow SF art installation at East Cut Crossing at 250 Main Street.
“This year’s event not only showcases even more iconic locations and talented artists, but it also demonstrates our commitment to collaborating with other neighborhoods and partners to reimagine public spaces,” Robbie Silver, President and CEO of the Downtown SF Partnership, said.” Let’s Glow SF is a shining example of how innovative programming can revitalize our streets and bring communities together. San Francisco has been on its way up, and events like this are the way forward in driving our city’s economic recovery and setting the stage for a vibrant future.”
Let’s Glow SF features works from 13 total artists including visual artists and world class, award winning international visual design companies.
“Let’s Glow SF represents the perfect fusion of cutting-edge technology and artistic expression,” Sean Mason, Chief Creative Officer of Immersive Division, A3 Visual, said. “Each projection showcases the unique talent of artists from around the globe, using the city’s architecture as their canvas. We are thrilled to continue our partnership with the Downtown SF Partnership, expanding the event and providing audiences with even more immersive and spectacular experiences this year.”
Let’s Glow SF will celebrate the close of the festival with a block party for all ages on Front Street, the first designated Entertainment Zone in California. Taking place on December 13, attendees will be able to enjoy Front Street while it’s closed off to vehicles for pedestrians, offering public music, illuminated performers, and holiday fun for all ages. People 21+ will be able to enjoy alcoholic beverages from Front Street restaurants to-go within the designated area while taking in the seasonal illuminations downtown.
“Let’s Glow shines a bright light on how downtown is embracing creativity and a shared commitment to a thriving future by diversifying its attractions,” Scott Rowitz, Executive Director, Yerba Buena Partnership, said. “This event is a testament to the power of public art in strengthening the city’s cultural and economic fabric. The Annie Alley installation adds to Yerba Buena’s compelling attractions that are transforming downtown with new public festivals, art exhibits and great bars.”
In 2023, Let’s Glow SF generated an $8 million economic impact on the downtown area and brought in 67,000 people over ten nights. Let’s Glow SF also received an award of excellence from the International Downtown Association and a Certificate of Honor from Mayor London Breed in 2021 for its efforts in playing a critical role in the City’s recovery efforts from the COVID-19 global pandemic.
“Activations that highlight the strengths of downtown–walkability, architecture, innovation, and people connecting with each other–are essential as we demonstrate all that downtown San Francisco can be,” Andrew Robinson, Executive Director, The East Cut Community Benefit District Quote, said. “The East Cut is thrilled to be included in this year’s expanded Let’s Glow SF event, engaging residents, visitors, and local businesses throughout the neighborhoods. This is more than just a light show–this is a celebration of San Francisco culture.”
Attendees are also encouraged to join Amazon in its efforts to provide winter coats to underserved families this holiday season. In partnership with Compass Family Services and Let’s Glow, Amazon is asking Let’s Glow attendees to donate new coats for all ages. Compass Family Services is passionate about helping families who are experiencing homelessness and those who are at risk become stably housed, emotionally and physically healthy, and economically self-sufficient. Drop off your new coats at the kick off event on December 6 starting at 5 PM outside of the Ferry Building; and throughout the entire 10-night event, attendees may drop off their donation at Compass Family Services offices at 37 Grove Street.
