EVENT RECAP
With Love, from DTLA
3rd Annual Rose Giveaway
Thursday, February 12, 2026
For the third consecutive year, the DTLA Alliance surprised and delighted 2,000 pedestrians with red and purple roses across six Downtown locations, just days ahead of Valentine's Day.
New this year, we partnered with Metro's Station Activation Pilot Program, with a giveaway near the entrances of 7th Street / Metro Center at 660 Fig and The Bloc. To increase our on-street visibility, we added 6' balloon columns to each location.
Social media and media coverage reached new heights, thanks in part to a new marketing partnership with Metro. On-air hits included ABC 7, FOX 11, N+ Univision 34, and KNX News.
Since 2024, the organization has sourced fresh roses from Growers Direct inside the California Flower Mall in the Fashion District.
By the Numbers
Media Mentions
Social Media Posts
For information regarding activations, contact:
Gabriel Yeager, Director of Placemaking & Events
213-416-7524