Appleton’s annual Holiday Light the Night event returned Saturday, marking the start of the city’s Christmas season, according to Fox 11. The free‑of‑charge celebration runs from 3 p.m. to 7 p.m. on College Avenue in downtown Appleton and features a range of family‑friendly attractions.
Visitors can enjoy a Nutcracker Ballet performance and a family Christmas show, while Santa Claus and Mrs. Claus greet children. Additional activities include free hot cocoa, face painting, balloon animals, free s’mores, sled dogs, reindeers, and complimentary wagon and train rides. Downtown businesses participate with live mannequins in storefronts, and a scavenger hunt encourages shoppers to explore multiple stores.
“It’s kind of like a little Hallmark movie down here,” said Kara Manuel, owner of Lillian’s of Appleton, describing the festive atmosphere. Manuel added that the event helps showcase local retailers, noting, “We really take pride in getting folks inside businesses.” Quincy Fassbender, Marketing Director for Appleton Downtown Inc., echoed the sentiment, explaining that while immediate sales may not spike, the increased foot traffic creates lasting impressions that drive future purchases.
Local merchants reported similar benefits. Nicole Rocheleau, owner of Sugar Rushlow Boutique, said, “We get a lot of people that (say), ‘We had no idea you were here,’ and then they find us that way through these events.” The 2024 celebration doubled in size compared to the previous year, with the city closing two blocks of College Avenue instead of one to accommodate the larger crowd.
Beyond the holiday cheer, the event serves a strategic purpose for downtown Appleton. By drawing families and visitors into the area, the city hopes to sustain higher traffic levels for local shops and restaurants throughout the season. “They stroll in and hang out, and then hopefully we leave such a great impression that they come back again,” Fassbender said.
What’s next: The Holiday Light the Night will run each Saturday through the holiday season, with additional events and markets planned by Appleton Downtown Inc. Residents are encouraged to visit the downtown area during the festivities and support local businesses throughout the Christmas period.
Sources: fox11online.com
