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Presented by Must See, LLC · Confidential
Winter Village
A European-style outdoor market — free, festive, and designed for San Francisco. Thanksgiving through New Year's Eve, 2026.
Select a location to explore
Civic Center Plaza offers unmatched downtown visibility, transit access, and alignment with the Mayor's Office priority for downtown economic activation. The plaza's civic grandeur provides a natural backdrop for a world-class winter market.
This schematic shows proposed zone positions across the Civic Center Plaza footprint. Click each icon to see booth details, capacity, and operational notes.
Marina Green offers a spectacular natural backdrop with Golden Gate Bridge and Bay views. Our operational plan preserves boater access and respects the neighborhood — designed to be a genuine good neighbor.
Two activation zones are proposed: the waterfront strip near Clayton's Anchor (east) and the harbor space near the National Fitness Campaign area. Boater access is fully preserved throughout.
A deep dive into the vision — from vendor mix to community benefit to what makes this distinctly San Francisco.
"This isn't a generic holiday market transplanted to SF — it's a community-first space designed to celebrate what makes this city extraordinary."
The holiday market tradition has produced some of the world's most beloved public spaces — Vienna's Rathausplatz, Munich's Marienplatz, Edinburgh's Princes Street. These aren't just shopping events. They are civic acts: the transformation of public space into shared celebration.
San Francisco's version honors that tradition while expressing something uniquely ours. Local-first vendor curation. Multicultural culinary programming. Artist installations from the Bay Area creative community. Sustainable operations as a matter of principle, not marketing.
Free to enter. Family-friendly. Designed for residents as much as visitors.
All vendor structures built off-site in advance and installed ready-to-go — creating visual cohesion with no disruption. 10'×10' format, consistent festive styling.
Tamales alongside pierogis, dim sum next to sufganiyot — SF's multicultural character is the program, not a footnote. Curated via partnerships with culinary incubators and small business nonprofits.
40–60 paid performance slots across the season. Tiered noise policy: ambient music weekdays, controlled live entertainment Friday–Saturday only.
Real-time vendor directories, interactive maps, event schedules, and vendor stories — technology that enhances, not replaces, the human experience.
No admission fee. ADA-compliant throughout. Wide aisles, accessible pathways, family seating. Every San Franciscan is welcome.
Dedicated private security around the clock. Must See acts as master operator — shielding city departments from administrative burden.
We understand the logistical and administrative complexities of operating on San Francisco public property. Our leadership team brings decades of direct experience managing large-scale visitor experiences, coordinating with city and federal agencies, and executing complex public operations.
The Winter Village funds itself through vendor fees and corporate sponsorships. We propose a competitive revenue share model demonstrating commitment to the city's benefit.
Rather than seeking city funding, Must See proposes a two-tiered revenue share that gives SF Rec & Parks guaranteed baseline income plus upside.
Detailed pro forma developed upon location selection and permit confirmation. Must See bears all operational risk.
We're seeking guidance on the approval pathway, introductions to department leads, and the opportunity to collaborate on creating a world-class winter destination.