It’s one of the Bay Area’s biggest celebrations.

“We want people to understand our culture. How we celebrate Chinese New Year,” said Tony Lau, the Chinese New Year parade director.

On Thursday, representatives from around San Francisco gathered at the Chinese Chamber of Commerce to unveil the highlights of this year’s Lunar New Year festival.

Traditions like the parade and flower market will return in the coming weeks.

But there’s also new elements for the Year of the Horse.

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That includes Maverick, the first ever mascot for the Lunar New Year celebrations.

“Maverick’s going to be here to connect all of us together. And that’s the whole idea of this year’s parade,” said Lau.

Festival organizers tell ABC7 News you’ll be able to take a little piece of Maverick home with you, too.

They’re going to be selling Maverick merchandise online. All of the proceeds of which will go directly back into the Chinatown community.

That support for the local community is critical says President of the Board of Supervisors Rafael Mandelman.

He tells us many businesses in Chinatown make as much money during this time of year as they do in three or four other months combined.

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“For the larger Bay Area, this is huge. Millions of visitors come here for this parade. And not just the parade but the whole month of activities,” said Mandelman.

With thousands expected to attend, the San Francisco Police Department says it’s prepared to keep everyone safe.

“We will have a full contingent of officers out there: uniformed, patrol, we’ll have plainclothes officers, a lot of specialized units out there as well,” said SFPD Chief Derrick Lew.

For those who do come out, organizers say you’ll have memories that will stay with you forever.

“Come join us! This is one of the biggest events to celebrate Chinese New Year in the nation,” said Lau.

Lunar New Year Day is February 17- however, local celebrations begin this Saturday.

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