Transamerica Pyramid Hosts Holiday Market
The market opens December 10 and runs Thursdays through Sundays through the end of the month.
Updated on Nov. 2, 2026 in Seasonal Events
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Visitors heading to the Transamerica Pyramid this holiday season will find a new open-air market in the redwood grove at its base. The event, organized by owner Yoda PLC and RASA World, is set to open December 10 with a tree lighting ceremony.
Why it matters
The holiday market marks a shift in how the pyramid's owner is drawing people to the property beyond the workday, which matters for anyone who has watched the Financial District's downtown core struggle to fill its streets. Yoda PLC bought the landmark and two adjacent office buildings for $725 million in March, and the new programming is part of its plan for the site.
The market runs 12 nights, Thursdays through Sundays for the rest of December, against a backdrop of a $725 million purchase price for the pyramid and two adjacent buildings. The organizers have not said how many visitors they expect or what the event will cost to attend.
The players
Yoda PLC
The Cyprus-based company that bought the Transamerica Pyramid and two adjacent office buildings and is organizing the holiday market.
RASA World
The events company behind the Pier Play festival series at Pier 70, co-organizing the holiday market.
The details
Yoda PLC and RASA World are organizing the inaugural holiday market, which will fill the redwood grove at the foot of the Transamerica Pyramid with vendor chalets. The programming includes live music, movies, Santa appearances, family activities, seasonal food and drinks, and an alpine-inspired cocktail lounge. RASA World is the events company behind the Pier Play festival series at Pier 70, and the market opens December 10 with a tree lighting ceremony.
Timeline
March: Yoda PLC purchased the Transamerica Pyramid and two adjacent office buildings for $725 million.
December 10: The holiday market opens with a tree lighting ceremony.
Rest of December: The market runs Thursdays through Sundays.
Across the Bay
The Transamerica Pyramid was reportedly 85% leased late last year, which set the stage for the owner's push to bring people onto the grounds. The holiday market extends that effort from office tenants to the general public on weekends and evenings.
If you live or work near the Financial District, you can walk to the grove on a Thursday through Sunday evening in December for live music, family activities, and seasonal food. Plan to visit early in the run, since the market opens with a tree lighting on December 10.
The takeaway
The holiday market is the first sign of Yoda PLC's plan to bring the pyramid's public grounds to life beyond the office day. Watch for the December 10 opening and the market's Thursday-through-Sunday schedule.
What happens next
The holiday market opens December 10 with a tree lighting ceremony and runs Thursdays through Sundays for the rest of December.
Further reading
For other holiday happenings around the city, browse the Seasonal Events listings in San Francisco.
Source note: This article includes information reported by San Francisco Chronicle.
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