Downtown is a Holiday Destination

Winter events and activations led by community partners established Portland as a destination for locals and visitors alike. In the past few years, there has been an increase in attendance at signature holiday events and smashing success at new activations like Snow Day Village at Director Park and the New Year’s Eve free Dance Party and Drone Show.

Last summer, the Events and Film Office at Prosper Portland, Pioneer Courthouse Square, Portland Metro Chamber, and Downtown Clean & Safe came together to amplify the events and vibrancy of downtown Portland over the holiday season.

Promotional map developed by Downtown Clean and Safe to support holiday activities and shopping.

The team worked to connect popular areas of attraction, including the Portland Winter Ice Rink, Pioneer Courthouse Square, Director Park, and Morgan’s Alley, coordinating efforts with the city’s Public Environment Management Office, Impact Reduction Program, and Portland Police Bureau to ensure a safe and welcome experience for visitors.

The group chose the theme “Downtown for the Holidays” to show mutual support and a shared message of warmth and excitement.

“Collaborating with our downtown partners brought efficiencies and a stronger unified voice that attracted record-breaking crowds to The Square this holiday season.”
- Theresa Vetsch-Sandoval, Director of Marketing

Although foot traffic growth for the holiday season remained relatively flat overall, activations drew larger crowds across the board. Growth ranged from 6% - 40%. Those who visited the central city were exploring all that downtown had to offer.

“Portland is clearly an event town, and I’m pleased to see that the unified efforts of partners from the public, private, and non-profit sectors had a positive impact this past holiday season I am confident our dedicated partners will continue to bring their passion, energy, and focus to the many events and activations throughout the city in 2025.”
- Mayor Keith Wilson.

Portland Winter Ice Rink

Produced by Prosper Portland’s Office of Events and Film, the Portland Winter Ice Rink returned for a second season. It served more than 25,000 visitors with ice skating. It hosted other offerings in partnership with notable Portland performers, such as Darcelle VX Drag Night on Thursdays, Kickstand Comedy on Tuesday nights, and local youth performers from Friends of Noise every Monday evening. Attendance grew 13.4% over last year, with 38% of visitors coming from outside Multnomah County and 14.7% traveling at least 50 miles away.

New Year’s Eve Celebration

This season also marks the return of a public New Year’s Eve celebration after a twenty-year hiatus. In partnership with Prosper Portland’s Events and Film Office, Pioneer Courthouse Square hosted a free New Year’s Eve Dance Party and Drone Show. The celebration drew more than 12,000 visitors to dance and enjoy drone performances at 9:00 pm and midnight.

Although several logistical hurdles delayed the marketing timeline, visitors would not be deterred. Word of the event spread fast on all communication channels, with thousands of people celebrating despite the rainy weather.

Takeaway

If you build it, host it, produce it, they will come. Visitors are eager to explore the eventful streets of Portland; they just need a reason. Downtown winter activations provide them with the perfect motivation to do just that. In the coming holiday seasons, we’re looking forward to strengthening our collaboration to ensure the message is clear: Portland is the place to be for events, arts, entertainment, delicious food, and local shopping. Downtown is the place to be for the holidays.

"Portland shines brightest when we come together. The holiday season is a perfect example of how collaboration—between businesses, artists, and our community—creates something truly magical. From our first-ever Snow Day Village at Director Park, to the unique shopping experiences in our downtown stores, it's this shared effort that makes downtown a place of joy and connection during the holidays."
- Sydney Mead, Senior Director, Downtown Programs