Programs and Services

Marketing and Promotion

Craving something, but not sure what it is? The BID has the answer: Come to Lincoln Square. Find it all in the City’s most accomplished neighborhood. On and beyond Broadway and Columbus Avenue awaits a world of stellar live performances, tuned-in shopping venues and a bewitchingly diverse array of food.

Though things are different now post pandemic, the Lincoln Square BID dives in and organizes events that appeal to every interest, every palate and every age. In the heat of summer and the brisk air of winter, the Lincoln Square BID keeps the good times rolling with interactive and free events for all. In the spotlight are Lincoln Square’s diverse retail scene, storied cultural arts, acclaimed museums and celebrated academic and non-profit institutions.

Where to Look for Breaking BID News

Marketing and Promotion

The Link to Lincoln Square, our email newsletter, is published weekly and sent to approximately 5,000 subscribers. Its purpose is to consistently connect and inform the public about what’s happening in Lincoln Square and important updates from the city. Find out what’s new, who’s here, who’s making news, and learn about special offers for Lincoln Square insiders. Want to promote your event or special offer in our eblast? Contact us at 

Subscribe to The Link to Lincoln Square!

Fun to Find in Lincoln Square and Beyond

Looking for something to do? Check out our Events Calendar with events ranging from the Metropolitan Opera at Lincoln Center to community workshops hosted by City Council Members. You'll find great events for kids, music lovers, and everyone else! Our Events Calendar feature a wide range of virtual events, too. Click here to jump to the calendar.

Carolers sing for the holidays in front of the holiday tree in Dante Park

Holidays in Lincoln Square

During the holiday season in 2021, the BID brought back a holiday tree to Dante Park (Broadway & 64th Street), and hosted pop-up performances in front of the tree in an effort to bring extra cheer to the neighborhood, celebrating the holidays and community resilience. The programming, Holidays in Lincoln Square, began with a tree lighting ceremony in Dante Park when both the tree and Tumbling Brights figures were officially lit for the holidays. The 30’ Concolor Fir from Upstate NY featured a number of community sourced ornaments, including star-shaped ornaments designed by families and children at Lincoln Square’s local small business and pottery studio, Color Me Mine Upper West Side, ballet pointe shoes that were donated by the New York City Ballet, and iridescent stars from the American Folk Art Museum.

Following the tree lighting ceremony, we hosted a month-long, weekly series of pop-up performances in front of the hoiday tree in Dante Park with a rotating line-up of local performers every Wednesday in December. Click here for photos from Holidays in Lincoln Square

The Dante Park Holiday Tree is lit during the Tree Lighting Ceremony at Winter's Eve

Winter’s Eve at Lincoln Square: 2000 - 2019

The official count tells us that 25,000 holiday celebrants, among them repeat revelers and newcomers, came together each year for the BID’s annual Winter’s Eve at Lincoln Square. The City’s largest free holiday festival, Winter’s Eve enjoyed a 20-year run before COVID-19, spanning up and down Broadway from Columbus Circle to 70th Street, indoors and out, with an extravaganza of good cheer, palate-tickling food, action-packed activities and a heady range of live music and entertainment.

Each year, the event’s popularity grew and received over 300 million media impressions in its last year thanks to the work of our publicist and major media outlets, including longtime sponsors WABC-TV and WNET. Since its launch in 2000, Winter’s Eve hosted world-renowned talent with performances by Ronnie Spector and The Ronettes, Arlo Guthrie and the Guthrie Family, Micky Dolenz, the voice of The Monkees, Judy Collins, Suzanne Vega, Billy Porter, Tom Chapin and The Chaplin Family, The Bacon Brothers, John Pizzarelli, Laurie Berkner, Odetta, Richie Havens, Lea Salonga, Dan Zanes, Laura Benanti, Justin Guarini, Mayors Bloomberg and Koch, The Met Opera, and many others.

The event hosted dozens of family activities in the stores, public spaces and along the sidewalks from Columbus Circle northwards to 70th Street, and offered special discounts and free gifts from retailers, too. Revelers were able to enjoy dance companies and performing street theater, chill out to jazz performances, and watch the Lincoln Square and Upper West Side’s holiday tree light up. Three outdoor food-tasting venues highlighted delicious food from over 30 of Lincoln Square’s best restaurants and eateries. There were also stages built in each park—Richard Tucker and Dante—for more amazing and free live music. The generous participants of Winter’s Eve include 100 neighborhood businesses (national and local), and Lincoln Square’s cultural and civic organizations.

We are proud of the impact this neighborhood tradition has had on our community. Share in the warmth, visit our website for a look back at the 20th Anniversary and our Flickr for photos from years past

In late 2020, due to the COVID-19 pandemic preventing us from producing Winter's Eve, the BID commissioned a holiday lighting installation in the ten Broadway Malls between Columbus Circle and 70th Street that converged in Dante Park called Tumbling Brights. This installation is a procession of ten ethereal figures illuminated the Broadway Malls from December through February. Click here to read more about the special holiday lighting installation. This installation now continues to be part of our annual holiday lighting program. 

A local band plays music in Richard Tucker Park as part of the BID's Lunchtime Concert Series

Lincoln Square’s Free Summer Concerts

Take a late-summer break in the shade of Dante Park and relax at Lincoln Square’s Free Summer Jazz Sensations. The concerts are held every Wednesday - June 21 through August - from noon until 1:30pm. All ages gather, often clapping and dancing to rhythm and blues, high-energy jazz standards, and more. 

Marketing and Promotion

Official Lincoln Square Map & Guide

Is a terrific neighborhood resource– regularly updated and revised– that makes sure you can find all the amenities in Lincoln Square. The attractive folding map is always available at our information carts.

Marketing and Promotion

Where to Eat in Lincoln Square

Lists the diverse array of restaurants, cafes and bars within Lincoln Square. Pick the guide up at our neighborhood Information Carts, or at business and cultural locations throughout the district. Bon appétit!

Members Portal

Do you own or manage an area business or cultural institution? Would you like to have increased visibility? If so, sign up for a free account through our Members Portal by clicking here. A free account gives you access to a business listing in our Neighborhood Guide and our Events Calendar. 

Hospitality Services

Nothing says welcome to Lincoln Square like the BID’s helpful guides.

Two students work as Information Ambassadors at one of the BID's three Information Carts

Neighborhood Ambassadors

The BID is the go-to organization for the neighborhood. On a day-to-day basis, the BID’s attention to its members is reflected in the actions of our Public Safety Officers who, doubling as Lincoln Square ambassadors, help area guests find a particular restaurant, store, museum, school or entertainment destination. Trust them: the officers can show you the way.

Due to COVID-19, the BID has canceled its summer 2020 Information Ambassador Program. The three information carts remain outside and stocked with material

Neighborhood Information Carts

In addition, all year long, the BID places three colorful information carts in highly visible areas within Lincoln Square: at Columbus Circle, Dante and Richard Tucker Parks. The carts aid tourism and local business by stocking maps, calendars and event listings; not just in Lincoln Square but also throughout the city. Cheerfully staffing the carts in the warmer months are high school students from the Martin Luther King, Jr. Educational Campus, college students and ReServists – retired adults. All are well-trained, knowledgeable ambassadors.


Stylish graphic banners hang from area lampposts, branding and promoting Lincoln Square. The high-profile banners often announce exciting events such as Winter’s Eve at Lincoln Square. Interested in sponsoring a series of banners?

Need more information about our marketing programs? Please call the BID office at (212) 581-3774