Cherry Blossom Festival Extends to Amazon’s HQ2 Doorstep


Amazon (AMZN), the National Landing Business Improvement District (BID) and JBG Smith (JBGS) have formed a National Landing area strategic partnership with the National Cherry Blossom Festival that will extend the annual event across the Potomac River into Northern Virginia.

%name Cherry Blossom Festival Extends to Amazon’s HQ2 Doorstep
Art in Bloom sculpture.

The National Cherry Blossom Festival has long been a popular celebration of spring for Washington, D.C., residents and tourists who flock to the area to see the signature blooms. The festival will be held this year from March 20 to April 11, with events centered around the Tidal Basin and around the entire D.C. landscape.

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The new partnership will extend the event into National Landing, where Amazon houses its HQ2 offices. 

“We could not be more pleased to help bring some of the excitement of the National Cherry Blossom Festival to National Landing,” said Brooke Oberwetter, head of external affairs for Amazon in Arlington. 

As part of the collaboration, two Cherry Blossom “Art in Bloom” sculptures will be located in National Landing, and various parts of the area, including an Amazon office at 1770 Crystal Drive, will be lit up in pink.

An event is scheduled for March 20 at Crystal City Water Park, where a National Blue Ribbon school truck will give people the opportunity to make their own flower bouquet. National Landing will also take part in the annual “Cherry Picks” restaurant program, the popular “City in Bloom” campaign, and the new “Petal Porch Parade and Petal Procession,” which encourages community participation from residents and local businesses. 

Additional pop-up installations and pink activation moments will occur throughout the three weeks. Dozens of cherry trees planted in the area this spring will serve as an ongoing reminder to the partnership. 

Tracy Sayegh Gabriel, president and executive director of the National Landing BID, noted the collaboration will amplify the proximity of National Landing as a growing and transforming urban center, and better elevate the area’s role as a vibrant destination for locals and visitors.

“We were excited to bring our region’s favorite springtime festival across the river,” she told Commercial Observer. “We saw this as an opportunity to bring all that springtime energy and a fabulous pastime to our area.”

Last year, the Cherry Blossom Festival was canceled due to COVID-19 concerns, and, this year, the committee is offering a virtual way to see many of the events.

Amazon is a Leadership Circle Sponsor for the event, while JBG SMITH and National Landing BID will be credited as Sakura Circle supporters for the festival.