New York City’s holiday markets are typically all about hot chocolate, sparkling lights, and free window shopping. And since this has been the way for years, a new event in Brooklyn is receiving a lot of attention and criticism. The Williamsburg Winter Village is opening at Brooklyn’s BK Backyard, and visitors must pay to enter. Union Square and Bryant Park markets are free to enter, but admission to this new winter village is $11.50, which does not include food, beverages, or gifts.
The market will run every weekend in December. However, the idea of paying an admission fee on top of everything else has generated a lot of debate, especially among locals who are used to enjoying holiday markets without a cover charge. On social media, some people are curious, some are irritated, and some are very clear: they won’t be buying tickets.
A holiday market you have to pay to enter
The Williamsburg Winter Village will be located at the BK Backyard—a Brooklyn sports bar with a small outdoor event space. The idea of a holiday village where guests can browse stalls, admire decorations, and take in the season sounds cozy. However, you can’t just walk in off the street, though, unlike other New York holiday markets.
To get it, you have to buy a $11.50 ticket: Food, beverages, and vendor purchases are not included in. When making a reservation, visitors have to choose a time slot. The experience is restricted to a three-hour window, with the option to attend from 1:30 pm to 4:30 pm or from 5 pm to 8 pm.
The event is presented in a very appealing way by the organizers. “Sip, snack, and shop your way through the village as you discover holiday treats, unique gifts, and cozy surprises around every corner.” They say.
They also promise that: “Whether you’re hunting for the perfect present, meeting friends for festive bites, or just soaking up the magic of the season, Williamsburg Winter Village is your new December tradition.”
This sounds like a fun way for some people to celebrate December in Brooklyn. For others, it feels more like a themed attraction than a traditional city holiday market because you have to pay to just enter the area.
Why some New Yorkers are saying “pass”
A new winter village can catch the interest of tourists, but many New Yorkers are not impressed by the cost of admission. Many people have expressed their disapproval with the concept and price on TikTok and other social media sites. Influencer Rachel Brotman, who was involved in the event’s organizing, posted an advertisement for Williamsburg Winter Village, and comments began to pour in.
“Please don’t have insane tourist-only carnival prices,” a critic wrote, highlighting the growing annoyance some locals feel when events appear to be primarily intended for wealthy tourists. “Tourists will pay anything, but New Yorkers know when they’re being played.” the same individual continued. People who live in cities believe they can tell when something is more about profit than community, and that second line encapsulates much of the response.
“See I was excited until you said tickets,” another user wrote, stating how the admission fee made them decide not to go. “Cute idea but pass,” said someone else, getting straight to the point.
For many, the entrance fee makes what could have been an enjoyable, laid-back holiday market seem pricey or exclusive.
What this says about holiday events in the city
In one side, organizers say that they are establishing a carefully planned area with entertainment, décor, and a unique ambiance, and that comes with a price. “Your new December tradition… sip, snack, and shop your way through the village,” is how they describe it.