This Valentine’s Day, Visitors To Rockefeller Center Are Invited To Experience An Immersion In Love And Charity

The Salvation Army Celebrates Valentine’s Day with a Different Kind of Gift. On the romantic holiday, social services organization puts love above all else

NEW YORK (February 14, 2021) – To celebrate Valentine’s Day, The Salvation Army is delivering giant Valentine’s Day gifts (10 feet high) across America – with one gift in New York in the North Plaza of Rockefeller Center.

When people walk inside, they won’t find traditional gifts like chocolate, roses or heart-shaped balloons. Instead, passersby will be invited to participate in an immersive experience that focuses on real examples of love that is provided to hardworking families in need. The storytelling experience will highlight the impact that their gifts have all year long.

Love Beyond Box Interior. Image Credit - Salvation Army

Love Beyond Box Interior. Image Credit – Salvation Army

On Valentine’s Day, February 14, The Salvation Army will be installing a giant pop-up Valentine’s Day gift – an almost 10 feet high box – in Rockefeller Center. The installations are happening across America in cities such as Dallas, Minneapolis and Seattle. Passersby who see the oversized box may wonder what’s inside—but they won’t find a traditional gift like chocolate, roses or heart-shaped balloons. When they walk inside, they’ll see examples of love that is provided to families in need: food, shelter, and hope by The Salvation Army.

Many people don’t realize that outside of the holidays, The Salvation Army loves and serves those who are lost, hungry, and hurting – all year long and within the communities they serve. And on a day when Americans spend $22 billion on gifts each year, The Salvation Army will encourage them to learn about the love that helps hardworking Americans—all year long.

Love Beyond Box Interior. Image Credit - Salvation Army

Love Beyond Box Interior. Image Credit – Salvation Army

“Many people in New York are still facing incredible financial struggles and uphill battles,” said Major Kevin Stoops, General Secretary of The Salvation Army GNY Division. “Despite the challenges of the past few years, we find courage and strength in the one thing that will always overcome and outlast hardship—love.”

WHEN Monday, February 14, 10am to 5pm

WHERE Rockefeller Center, North Plaza

HOW: To help those in the Greater NY community:

  • Donate in person or online at
  • Sign up to volunteer in your community to support our vulnerable neighbors.

To support The Salvation Army or receive assistance, please visit

Banner Image: Exterior of the Love Beyond box. Image Credit – The Salvation Army of Greater New York

Tom Tauchert

The Salvation Army annually helps more than 30 million Americans overcome poverty, addiction, and economic hardships through a range of social services. By providing food for the hungry, emergency relief for disaster survivors, rehabilitation for those suffering from drug and alcohol abuse, and clothing and shelter for people in need, The Salvation Army is doing the most good at 7,000 centers of operation around the country. In 2021, The Salvation Army was ranked No. 2 on the list of "America's Favorite Charities" by The Chronicle of Philanthropy. For more information, visit Follow us on Twitter @SalvationArmyUS and #DoingTheMostGood.

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