This weekend marked the opening of Brooklyn’s inaugural Winter Village, but it didn’t quite meet everyone’s expectations. Some visitors felt let down after paying for entry only to discover a handful of unimpressive stalls.
The Williamsburg Winter Village, located at BK Backyard Bar, closely resembles the complimentary pop-up holiday markets in Bryant Park and Union Square. The key difference? The Williamsburg version charges up to $12 just to get in, offering a lot fewer vendors than its free counterparts.
Entry fees are set at $10 in cash, $11.50 online, or $12.39 by card, which allows three hours of shopping before the next batch of guests arrives.
However, attendees noted that with only 17 vendors, there simply wasn’t much to do. “If you try everything, you’ll be done in an hour,” remarked Gabe, a 27-year-old attendee.
His girlfriend Eva, 25, echoed his concerns, mentioning, “I think fewer people will come here because they have to pay. It feels a bit too small to justify the fee. Sure, it’s less crowded… but I’m not convinced it’ll last long.”
The couple quickly grabbed a $7 hot chocolate from one vendor, but said they would only consider returning if the admission was lowered to about $3-5.
Other visitors shared similar sentiments. “Given the size of the market, $10 seems a little high,” said Aparna Nagaraj, a 38-year-old software engineer from Williamsburg.
Locals like Trisiette Ray were blunt, saying, “Just take the L train to Union Square. That train is free.”
Jeremy Seaman, the market producer, noted that around 600 people attended the first day, which jumped to over 3,000 on Saturday. The venue can host around 1,200 guests, so charging for entry helps control crowd size.
“We want to manage the crowds and avoid long lines. We aim to provide a comfortable experience for everyone,” Seaman explained.
By Sunday afternoon, there was a line of about 50 people waiting to get in.
Seaman also pointed out that the admission fee allows vendors to keep prices lower than those at Manhattan markets. For example, he said, “Hot chocolate here costs $7, whereas in Bryant Park or Union Square, it’s typically $15. You pay a small fee to enter, but you actually save money in the long run.”
Interestingly, one visitor appreciated the market’s coziness compared to the more congested holiday spots in Manhattan. “It’s less overwhelming. I like the number of stalls,” Jess Torgovnik, a 27-year-old mental health counselor from Manhattan, shared. She found the decor charming and quirky, stating, “All the vendors are good, and their prices are reasonable.”
Other organizers, including those from influencers like Nue Mvmnt and The Carboholic, faced some pushback online regarding the entry fees.
The market has corporate sponsors such as Coca-Cola and Kahlua x Dunkin, plus a rotating lineup of vendors, including Bread Bakery and pastry chef Daniel Carnell.
