Things to Do in San Francisco in January: A Union Square Guide

A Fresh Start in San Francisco’s Winter Light

January has a different rhythm in San Francisco. The holiday rush softens, winter sunlight stretches across cable car lines, and the city’s creative spaces, from major museums to neighbourhood galleries, feel a little quieter, more open, and easier to enjoy. Iconic destinations such as Golden Gate Park, the California Academy of Sciences, and Union Square take on a calmer atmosphere, ideal for travellers who prefer discovery at their own pace.

From your base at The Marker Hotel San Francisco, steps from the heart of Union Square, you’re perfectly placed to explore the best of the city’s winter culture, food, attractions, and events. Whether you’re planning a weekend escape or an extended stay, January invites you to slow down, explore deeply, and start the year with a sense of intention.

Things to Do in San Francisco in January

Experience the Best of San Francisco in January

January is one of the most rewarding times to explore the city. With cooler temperatures, fewer crowds, and a full calendar of cultural programming, you can see more, do more, and enjoy San Francisco at its most relaxed.

Museums and cultural institutions offer a warm and welcoming retreat. Spend a morning deep in the exhibitions at the California Academy of Sciences, wander the interactive galleries at the Exploratorium, or admire classic animation and film history at the Walt Disney Family Museum. For travellers who love local stories, the Cable Car Museum, a short ride from Union Square, is an essential stop, detailing the mechanics and history of one of San Francisco’s most iconic symbols.

For entertainment lovers, January also marks the return of SF Sketchfest, a citywide comedy festival that fills theatres with improvisation, stand-up, celebrity panels, reunions, screenings, and special events. It’s one of the most lively cultural happenings of the winter season, and many venues are within easy reach of The Marker Hotel.

Union Square Activities to Enjoy This January

Union Square remains vibrant long after the holiday season winds down. With its twinkling lights still glowing into the new year, the neighbourhood feels festive well into January.

A few highlights steps from The Marker Hotel:

• Safeway Holiday Ice Rink – open through January 19th
• Post-holiday sales at designer boutiques, department stores, and local shops
• Seasonal theatre performances at The Curran and A.C.T.
• Pop-up art installations and small galleries across the neighbourhood

Even simply strolling the square in early evening, when the lights warm the plaza, feels like a winter tradition of its own.

Outdoor Adventures & Free Winter Activities

January’s crisp air lends itself beautifully to outdoor exploring.

Landmarks such as the Golden Gate Bridge, Coit Tower, and Golden Gate Park are especially enjoyable this time of year, when lines are shorter and trails are quieter. Wander the Japanese Tea Garden, explore hidden corners of the Presidio, or take in sweeping views of the bay from the Palace of Fine Arts.

For something truly memorable, January is one of the best months for whale watching. Tours depart from Fisherman’s Wharf and Pier 39, offering the chance to spot migrating gray whales along the California coast.

If you’re looking for free things to do, simply riding a cable car up Nob Hill or walking the Embarcadero at sunset offers some of the best moments in the city, no tickets required.

 

Romantic Things to Do in San Francisco in January

With its cool air, soft winter light, and quieter streets, January sets the stage for effortlessly romantic experiences.

Take an evening cable car ride as the city lights glow across the hills, wander hand-in-hand through art galleries, or settle into a stylish downtown restaurant for a cozy winter dinner. Union Square offers countless intimate corners, the perfect backdrop for a couple’s getaway.

For those staying at The Marker Hotel, end your night with a glass of wine in the Lobby Lounge or retreat to your Room or Suite for a peaceful, design-forward space made for winter relaxation with your furry friend.

Make The Marker Your Home for a January Getaway

Staying in Union Square gives you unmatched access to the city’s best winter attractions. From The Marker Hotel, you are just moments from BART, cable cars, theatres, galleries, world-class dining, and the city’s top January events.

Explore our Rooms & Suites to find the perfect space for your winter stay, or browse our Amenities, including our 24-hour fitness center, ideal for staying active during seasonal travel.

Planning meetings, retreats, or small gatherings? Our downtown location and beautifully restored spaces make The Marker Hotel an inspired setting. 

Practical Tips for Visiting San Francisco in January

A few helpful notes before you arrive:

• Weather: Expect daytime temperatures around 55°F (13°C). Layers are key, mornings are crisp, afternoons warm, and evenings cool again.
• Crowds: January is one of the least crowded months, perfect for museums, viewpoints, and guided tours.
• Transit: Staying in Union Square means easy access to BART, Muni, cable cars, and walkable streets.
• Events: Watch for rotating art installations, theatre performances, and neighbourhood festivals across the city.
• Packing: Bring comfortable shoes, a light waterproof jacket, and your camera, San Francisco’s winter light is stunning.

Plan Your January Escape

From cultural discoveries to winter adventures, theatre nights to quiet mornings in Union Square, January is one of the most rewarding months to explore San Francisco.

At The Marker Hotel, we make it easy to settle in, slow down, and experience the city with fresh eyes. Start planning your January getaway and explore our latest offers.