Pittsburgh counts on Light Up Night to polish Downtown's reputation

Light Up Night doesn’t just mark the beginning of the holiday season in Pittsburgh. Officials say it also draws visitors to Downtown businesses and helps the Golden Triangle burnish a sometimes less-than-stellar image.

Fewer people have been commuting to Pittsburgh offices since the covid-19 epidemic spurred a widespread shift to remote work, and questions have cropped up about whether Downtown is clean, safe or vibrant.

But Jeremy Waldrup, president of the Pittsburgh Downtown Partnership, said major events like Light Up Night — and the array of smaller holiday events that follow — help to quell those concerns.

Light Up Night each year attracts thousands of visitors, brings customers to restaurants and businesses, and helps people see Downtown in a more positive light.

“The holiday season’s definitely a big time of year for Downtown,” Waldrup said.

Last year, 2.2 million people visited Downtown between Light Up Night and the end of the year, Waldrup said.

About 90,000 people showed up for Light Up Night last year.

“Pittsburgh is a true four-season travel destination. And this event ushers in a fantastic holiday season of performances, pop-up bars and uniquely Pittsburgh experiences — and it continues to get bigger and better each year,” Visit Pittsburgh President and CEO Jerad Bachar said in a statement. “Can’t-miss events like this put Pittsburgh on the map and help support our travel economy, from local restaurants and accommodations to venues, shops and more.”

On its busiest single day last holiday season, Market Square saw more than 50,000 visitors, according to the Pittsburgh Downtown Partnership.

“We know that increased foot traffic brings new customers and hopefully raises awareness of the businesses who are down here — and hopefully created repeat visitors,” Waldrup said.

Olga George, a spokeswoman for Mayor Ed Gainey, said officials are expecting record numbers of residents and visitors in the Downtown region for the holiday season.

She pushed back on any narratives that people are wary of visiting Downtown and said foot traffic there has returned to pre-pandemic levels, with 1.8 million people visiting since July.

“Events like this allow residents and visitors to witness the progress we are making in Downtown Pittsburgh for themselves,” George said.

“They drive significant foot traffic to our local retailers and restaurants, allowing them an opportunity to gain exposure and build customer relationships, which can lead to repeat visits and longer stays in the future. More than anything, big events foster a sense of local pride and boost the overall economic health of Downtown.”

About 75% of visitors who stop Downtown during the holiday season live within 50 miles, Waldrup said. That means people who have a positive experience at Light Up Night or other seasonal celebrations are close enough to continue patronizing Downtown businesses all year round.

“It’s super important for folks to get down here and support these restaurants, these cultural institutions,” Waldrup said. “If we want vibrant places, we have to be part of them.”

Thousands of people this year flocked to Light Up Night as officials are striving to revitalize a Downtown that has been plagued by decreasing property values.

Police have increased patrols in the area in an effort to make Downtown feel safer after people raised concerns about violent crime.

Major events like Light Up Night, Waldrup said, can create a more positive narrative and help spark that revitalization.

“We’ve welcomed millions of people into Downtown this year through events large and small,” he said. “The holiday season is another opportunity to do that. I think we’ve made some tremendous progress as a city in welcoming people back Downtown. We are really excited for them to experience vibrant streets, some great retail and these holiday traditions that many have been coming to since they were children.”

Local leaders each year work to update the city’s holiday celebrations to attract more visitors and encourage people to keep coming back to support local businesses — even as it’s increasingly easy for people to do their holiday shopping online.

This year, that includes unique markets showcasing immigrant- and Black-owned businesses, Waldrup said.

Other flashy recent additions to the city’s holiday celebrations include a new light installation in Mellon Square and a light display on the Three Sisters Bridges — the Roberto Clemente, Andy Warhol and Rachel Carson bridges on Sixth, Seventh and Ninth streets, respectively — spanning the Allegheny River.

Lori Jones, 54, a nurse who lives in Murrysville, doesn’t come Downtown very much.

She came to see the tree being lit with her daughter, Lexi Johnson, 20, who’s studying nursing at IUP.

She also came with Loki, a huge Husky, and Lexi’s boyfriend, Skylar Jackson, 22, of Natrona Heights.

“I absolutely loved it — could be a little warmer though,” Jones said.

Jones said she heard about problems Downtown from television news, but was impressed with how smoothly everything went —and with the police presence.

“I didn’t come across anything bad at all,” she said. “It was a wonderful event.”

Staff writer Justin Vellucci contributed to this report.