Holiday Highlights 2021
Collage of colorful graphics representing widely celebrated winter holiday traditions—Christmas, Chanukah, and Kwanzaa—on a background of light blue and white snowflakes.
California’s Main Streets Celebrate the Holidays with Diverse and Unique Traditions
By: Alicia Gallo, Marketing & Communications Consultant
Unique wintertime holiday traditions abound in our California Main Street communities, from Santas on the beach to Cornish cryers in the snow, 100+ year traditions to inaugural events, early morning pajama-clad shoppers to vibrant outdoor markets. We hope you enjoy this round up of happenings from the 2021 holiday season!
San Luis Obispo
In partnership with the City of San Luis Obispo, Downtown SLO hosted a plethora of activities all centered around The Holiday Plaza, which opened on November 26 with help from Santa arriving via firetruck and a live performance by the SLO County Band. Activities included: Hanukkah Menorah Lighting ceremony, 45th Annual Holiday Parade, Decorated Window Showcase, Search for Santa’s Mouse Scavenger Hunt, Shop Small and Buy Local Bonus programs, visits with Santa, interactive light exhibits, and rides on the Classic Carousel.
Photo credit: Downtown SLO
Eureka
This holiday season Eureka Main Street and the City of Eureka kicked their evergreen #ShopEureka campaign into high gear by sending out a social media tool kit to businesses. Amanda Krushke of Eureka Main Street summed it up best: “It has been wonderful to see everyone working together to remind the community to shop local!” Downtown and community-wide activities also included the annual Tuba Christmas concert, a Holiday Shopping Spree Drawing, and the 33rd Annual Truckers Parade. We especially loved watching the Dick Taylor Craft Chocolate elves make very special deliveries around Old Town.
Photo Credit: City of Eureka
Oceanside
MainStreet Oceanside brought back ’Tis the Season to Shop Local, a fun and distinctly Oceanside suite of celebrations inviting the community to explore and support local retail establishments. This year’s citywide lineup of programs and events included a ticketed Downtown craft beverage tasting event, a Downtown makers fair offering handcrafted goods, a Downtown tree lighting celebration, and a holiday window decorating contest, and more. Sponsored by City of Oceanside Economic Development, the Oceanside Holiday Challenge rewarded participants for shopping, eating and playing local for the holidays with prize giveaways from participating businesses.
Photo credit: Road West Photography
Hanford
The Hanford Winter Wonderland in Civic Center Park was a tremendous success! Both local and out-of-town visitor counts exceeded expectations, with nearly 80 skaters enjoying the rink every 90 minutes, as well as patronizing Downtown businesses and enjoying family-friendly activities, live music, beer garden, food vendors, and photos with Santa. Main Street Hanford also brought back its Christmas Tree Walk promotion with 31 businesses donating trees to shoppers and the 20th Annual wine & Chocolate Tasting event.
Photo credit: Joshua J. Cordero of Remscape®
Grass Valley
Grass Valley Downtown Association reinstated their signature Cornish Christmas in full. A tradition since 1967, Cornish Christmas is one of the town’s most popular events. This year’s festivities featured Santa and Mrs. Claus, a Snow Queen, the Christmas Tree Lady, Winter art mural and decorated storefronts, roasted chestnuts, and live entertainment. The Grass Valley Cornish Carol Choir performed traditional homeland Christmas carols, a long-standing tradition with some members sharing ancestry with the original Grass Valley Cornish Miners. Additional yuletide activities included the 138th annual Grass Valley Ladies Relief Society Donation Day parade and a “warmth bombing” by the Nevada County Random Acts of Warmth, an anonymous group that set out cozy scarves and hats throughout Downtown for any passersby to claim.
Photo credit: Curtis Gruss Photography
Arcata - A season of Wonder and Light activities, including Holiday Sunday Art Markets and Santa’s Vintage Fire Truck Parade
Bellflower - 21st annual Christmas Tree Lighting Ceremony and ugly sweater Christmas show at the Stand Up Comedy Club
Benicia - 27th annual Christmas Parade & Holiday Market and the inaugural Inside Benicia Homes: A Holiday Tour fundraiser for the Historic Southern Pacific Train Depot
Brentwood - Winter Wine Walk and Tasting Tour and partnering with the City for Deck the Park and Brentwood on Ice
Cardiff-by-the-Sea - A “bigger than ever” Holiday Extravaganza featuring Kringle Mingle and Taste of Cardiff events
Carlsbad - Holiday Happenings including photos with Santa, donation drives, and a Caroling Bus, plus Santa and tamales at the State Street Farmers’ Market
Chico - Frolicking at the inaugural Chico Ice Rink in the Plaza, Chanukah on Ice Grand Menorah Lighting celebration, and 2nd annual Downtown Chico Shoppe Hop
Coachella - Spirited 75th annual Christmas Parade and magical Christmas Tree Lighting Ceremony
Coronado - Very robust Shop Small Win Big program, awesome limited edition Coronado puzzles, and supporting the 49th annual Artisans Alley Craft Fair
East Oakland - Shopping made easy with the 4th annual Black Sunday Holiday Expo and Akoma Market Vendor Gift Bags, and celebrating the 7 days and principles of Kwanzaa
Encinitas - Holiday Street Fair (with 450+ vendors!) and City-sponsored 64th Annual Holiday Parade
Fremont - Championing mom-and-pop shops on Small Business Saturday
Fruitvale Village - Santa showed up at the 36th Avenue Party and the entire community celebrated unity through culture, food, and tradition at the annual Fruitvale Posadas and Holiday Night Markets
Gilroy - Holiday Parade featuring photos with The Grinch, tree lighting, and Doggie Dress Up Contest
Hollister - 31st annual Lights On Celebration Parade and Dec-a-Tree Project, Christmas Drop & Shop, and Crafts for Christmas fair
Leucadia - Small Business Saturday + Music Festival celebrating the best of what makes it funky
Livermore - Pajama-clad shoppers snagging Earlier Than The Bird deals, Chanukah Menorah Lighting, and 21st annual Holiday Sights and Sounds Parade & inaugural Holiday Village at Carnegie Park
Mariposa - Christmas Ukulele Sing-a-Long, solving the Georgie Gingerbread Christmas Caper, and strolling at the Main Street Merchants Sip & Shop
Martinez - Hanukkah Community Celebration, 7 Days of Giveaways promotion, and Candy Cane Lane at the Martinez Museum
Oakley - Hometown Holiday Decorating Contest, Christmas Tree Lighting, and launching the 2022 Shop Oakley Coupon Book (just in time for the gift giving season!)
Ocean Beach - Loads of OB Main Street Moments live tours promoting local businesses and unique swag at the OBMA Holiday Shop
Paso Robles - Very merry and bright with the 60th annual Christmas Light Parade and 35th Annual Vine Street Victorian Showcase
Pleasanton - Colorful and cozy Spirit & Sweater Stroll, Hometown Holiday Celebration, and Shop Small - Support Local campaign
Redding - Rockin’ Santa Pub Crawl, oodles of activities at the Art Hunger Winter Gallery, and 102nd Christmas Tree Lighting featuring Shasta Classic Christmas Car Show
Richmond - Bringing holiday cheer with The Great Goodie Bag Giveaway, virtual Downtown Holiday Festival, and Small Business Saturday fun