In 2024, BRV received a grant from the San Francisco Office of Economic and Workforce Development to breathe life back into this historic plaza and counteract the narrative of a neighborhood in decline. BRV executed an activation plan with a strong emphasis on free public programming and “always-there” amenities that launched in 2025, curating a diverse lineup of offerings by forging partnerships with hyper-local businesses, non-profit groups, and cultural institutions. The Square currently offers 14 regularly scheduled programs a week, including fitness classes, children’s programming, craft classes, chess workshops, cultural performances, and live music – all free and open to the public.

Over the pilot year in 2025, BRV played a key role in revitalizing Union Square by introducing new amenities and hosting 429 free programs, from weekly fitness classes and kids’ activities to crafts, chess, cultural performances, live music, and Cinema on the Square film screenings. These programs engaged more than 800,000 participants and boosted daily plaza visitation by 13.7%, with visitors surveyed reporting a 99.3% satisfaction rate. The City of San Francisco extended BRV’s contract to continue programming 7 days a week year-round through 2027, ensuring continuous activations that complement seasonal neighborhood events.