The holiday season is rolling back into Midtown as the double-decker Christmas Carousel has returned to Herald Square for another year.
The vintage ride, which made its debut in the 34th Street District last holiday season, is once again one of the main attractions at the Herald Holiday Fair. The fair opened Nov. 12 in Greeley Square at 33rd Street and Broadway and will later expand into Herald Square on Dec. 2.
Irene Vagianos Whelan, vice president of Brand Partnerships and Events at the 34th Street Partnership, said the carousel quickly became a hit with visitors after its arrival last year.
“The carousel was a big hit last year, and we loved the enthusiasm and holiday spirit it brought to Greeley Square,” Whelan said. “We want the public spaces in the 34th Street District to be inviting, and the carousel draws visitors to the area during winter when days are shorter and colder.”
Part of the attraction, Whelan said, is simply how unusual it is to find a large vintage double-decker carousel in the middle of Manhattan.
“The carousel was just so unexpected in Midtown,” she said. “It’s a beautiful, vintage, double-decker ride that has been in county fairs around the country, but no one had ever seen anything like it on the corner of 33rd Street and Broadway.”
She added that the carousel gives families, shoppers and tourists something easy to add to a day spent around Herald Square.
“People of all ages loved the carousel, and it was an easy thing to do in addition to holiday shopping in the 34th Street District,” Whelan said.
The carousel may be returning, but visitors will also find several new attractions this year.
The Herald Holiday Fair is expanding with more interactive experiences throughout Greeley Square and Herald Square, including a new Snow Slide, the Magic Sleigh Ride virtual reality experience, games and holiday photo opportunities.
Whelan said the positive response to the carousel helped inspire organizers to introduce another ride this season.
“We received such positive feedback from the community about the Christmas Carousel we introduced last year, and we wanted to build on that excitement by bringing something new to the neighborhood,” she said. “The Snow Slide felt like a natural addition as it’s easy to ride.”
The fair will also feature food/drink options, holiday shopping, and places where visitors can relax during a busy day around 34th Street.
Whelan said the carousel has already shown an ability to get people to stop and enjoy the season in an area known for its constant foot traffic.
“The reaction has been overwhelmingly positive,” she said. “We’ve seen so much excitement from New Yorkers and tourists, especially families with young children. It’s been amazing to watch people stop, take photos, hop on for a ride and really embrace the holiday spirit.”
The Herald Holiday Fair is also surrounded by some of Midtown’s biggest destinations, including the Empire State Building, Madison Square Garden and the stores around Herald Square.
“Between the attractions that will make you feel like a kid again, places to gather and relax between shopping trips and fun food and drink options, everyone feels like there’s a reason to spend time here,” Whelan said.
Beginning Dec. 2, the fair will expand into Herald Square with additional food, drinks, photo opportunities and holiday shops.
The attractions are scheduled to operate daily from 10 a.m. to 10 p.m., while the Urbanspace Market will be open from 11 a.m. to 9 p.m. through Jan. 2, 2027. Attractions are tap-to-pay and available on a first-come, first-served basis.
“Come for the rides; stay for the food, drinks and holiday shopping,” Whelan said. “It’s a fun way to enjoy the holidays and experience all the 34th Street District has to offer.”
For more information, visit 34thstreet.org.
