A winter wonderland boosts business in downtown Los Angeles

The ice skating rink in Pershing Square does more than just bring the coldest season to L.A.

Winter in Los Angeles seems more a state of mind than an actual season. However, that does not mean all members of the community want to bask in the warm California sun this December.

For many residents of Los Angeles, Pershing Square provides a much needed, frozen escape from reality every holiday season with their Winter Holiday Festival. One of the longest-running attractions at the square in the heart of downtown Los Angeles is the popular ice skating rink.

“It’s eighteen years down here. It gets busier every year,” said ice rink manager Bryan Allen. “It’s a family tradition for many who come down the same day, be it the day after Thanksgiving or Christmas Eve.”

It is the tenth year for Allen at the ice skating rink. He says the physical and cultural shift in downtown from busy thoroughfare to ultimate destination shines the most with the diverse population of people who come visit the square for the annual event.

“When you go southwest from here, the city’s really changed. The city’s really cleaned up,” said Allen. “A lot of new restaurants and a lot of business people out for lunches. There’s lines at some of these places, so it’s good to see. It’s nice to see it’s cleaning up.”

On December 5th, hundreds of people came to Pershing Square to celebrate the Winter Holiday Festival. The entertainment company behind the event, Willy Bietak Productions, not only constructed the ice rink, but also operated the other activities for people to enjoy, including snow slides, stage performances, and a Santa meet-and-greet.

The top priority for members of the staff remains authenticity and it seems to be paying off.

“Each year, business gets bigger and business is expanding and so is attendance,” said assistant rink manager Jordan Grossman. “We have top of the line, state of the art technology in regards to our ice. It’s real ice. It’s not synthetic, even though we can do synthetic. People want to come skate on ice. That’s what we do.”

Grossman began with the company as an ice rink host in Thousand Oaks. Now in his fourth year with Willy Bietak Productions, he was recently promoted to assistant rink manager for Pershing Square.

According to Grossman, the rink sees about 150 people during every hour session. On the day of the festival alone, the rink brought in more than 1,000 visitors and over $20,000 in revenue. For members of the staff though, the real rewarding element of their jobs comes when customers want to learn how to skate one week and then they come back again.

“You obviously get people who are skating for the first time and giving it a go and having a blast,” said Grossman. “You see old faces and new faces. People that have been here…they’re returning customers and they come every single weekend.”

In the few months the ice skating rink takes up shop, businesses surrounding Pershing Square also benefit from the attraction because it brings in more foot traffic. Food trucks line the empty spaces inside the square and places like Starbucks and Subway give people convenient access to food and hot beverages while they enjoy themselves.

“You have a Starbucks on like every corner,” said Grossman. “You have a Starbucks over here you have a Starbucks up the street from here. Everybody wants a cup of coffee or hot chocolate on the ice skating rink? That’s what I see a lot happening here. Look at all these small food trucks. We’re helping businesses thrive and that’s one of my favorite things to see here.”

The new Starbucks on the corner of 5th Street and Hill Street feels the impact more than most of the surrounding businesses because the closest alternative before was on Grand Avenue and 6th Street.

Baristas like Lui Zaycl have noticed the impact from the growing crowds during the peak ice skating hours.

“We have extended hours and it’s helped business a lot,” said Zaycl.

Lights adorn the palm trees surrounding Pershing Square.

For Bryan Allen, the inclusion of Starbucks in the equation means more opportunity for visitors and to stay and enjoy the festivities.

“People come down and wait for their sessions to start and drink their hot chocolate and coffees,” said Allen.

The ice skating rink opened in November and will remain open until January. Members of the staff, like Grossman, like seeing people enjoy themselves during the short time the rink operates. He thinks it gives people the opportunity to relax with loved ones.

“It’s fun for family and friends to just, you know, come and do something fun out together, especially these days with everyone working and I guess, for the lack of a better term, in the fast lane”, said Grossman. “It’s a fun family event and it’s the holiday season. What’s better than going ice-skating during the wintertime?”

Audio Slideshow

Explore the Winter Holiday Festival

Pershing Square: DTLA Winter Destination

How popular was the Winter Holiday Festival?