San Antonio’s beloved holiday market is shifting its footprint this year. After three seasons on Houston Street, the free public event will be hosted in the La Villita Historic Arts District, giving the downtown core a larger, village‑style celebration.
Why the move matters for local merchants
Centro San Antonio announced the change during a downtown‑stakeholder meeting, emphasizing the need for more foot traffic in the historic district. “We need the foot traffic,” said Alex Cerna, owner of the arts store Yolix Luna. “We’ve spent months and months with not a soul walking by. We’ve been fenced‑in for six years.”
The pandemic and prolonged construction on Alamo Street hit many La Villita businesses hard. Cerna recalled that during COVID, “it can’t get worse, and it got worse.” The new location, she believes, offers a chance for recovery.
Event expansion and new schedule
Centro SA is expanding the celebration to the first and third weekends in December, aligning with the San Antonio Marathon (Dec. 4‑6) and the NCAA Women’s Division I Volleyball Championships (Dec. 17‑20). The additional weekend provides more opportunities for vendors and shoppers alike.
Special events planner Nadine Fonseca explained the vision: “It’s not going to be a giant row of tents that’s separate from the village. We want all of the current retailers and artisans and restaurants that are in La Villita to get that foot traffic, too.” The layout will feature a mix of food and non‑food vendors, creating a cohesive “little magical Christmas village” atmosphere.
Preserving Houston Street’s holiday spirit
While the market moves, Houston Street will remain illuminated. More than 393,000 mini‑LED lights will drape approximately 80 trees, continuing the tradition of a brightly lit downtown corridor.
Centro SA President and CEO Trish DeBerry praised the shift: “I love the fact that we’re going to be in La Villita, which means little village, so it becomes like this little magical Christmas village.” She added that the change allows for a broader vendor mix and a more integrated downtown experience.
City support and community dinner
San Antonio’s Chief Downtown Officer Shanon Miller said the city is “trying to spread the wealth and take the event to all parts of downtown and really involve as many people as possible.” The annual city‑sponsored Taste of Holidays community dinner will stay on Houston Street near the Majestic Theater, with tickets to be sold when available.
Local residents and visitors can look forward to a festive weekend that blends holiday cheer with the unique character of La Villita, supporting small businesses and reinforcing San Antonio’s downtown vitality.
Original reporting: San Antonio Report — read the source article.
