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The Christmas Reinvention Playbook
- Erika Willitzer
- 17 hours ago
- 2 min read
Small towns reinvent themselves at Christmas by leaning into their unique identity, creating immersive experiences, and amplifying traditions with modern storytelling. Communities across the U.S. have proven that with creativity and collaboration, even the smallest places can attract thousands of visitors.
Here are Detailed Strategies + Real-Life Examples
Signature Experiences
Festival of Lights on Main Street
Example: Natchitoches, Louisiana hosts a six-week “Festival of Lights” with fireworks over the Cane River, drawing tens of thousands.
Victorian Christmas Villages
Example: Cambridge, Ohio transforms downtown into a Dickens Victorian Village with 200 life-sized mannequins in period costumes.
Equestrian Holiday Parade
Example: Middleburg, Virginia features horses, hounds, and carriages in its Christmas parade, attracting visitors from Washington, D.C.
Christmas in the Barn
Example: Gruene, Texas hosts “Cowboy Christmas” with barn dances, western music, and holiday markets.
European-Style Christmas Market
Example: Leavenworth, Washington becomes a Bavarian-style Christmas village with markets, caroling, and lights.
Photos from: https://leavenworth.org/christmastown/
Boost Local Business
Holiday Shopping Passport
Example: Bethlehem, Pennsylvania (“Christmas City, USA”) offers shopping tours and markets that encourage visitors to explore multiple shops.
Pop-Up Artisan Markets
Example: Sandusky, Ohio Christmas Market
Photo from https://www.sanduskychristmasmarket.com 
Photo from https://www.sanduskychristmasmarket.com/
Window Decorating Contest
Example: Franklin, Tennessee runs “Dickens of a Christmas,” where shops compete with Victorian-themed displays.
Gift-Wrapping Stations for Charity
Example: Estes Park, Colorado integrates nonprofit-run wrapping stations during its “Rocky Mountain Christmas”.
Extended Hours & Night Shopping
Example: Solvang, California (Danish heritage town) hosts “Julefest” with candlelit shopping nights.
Build Community Spirit
Community Choir Flash Mobs
Example: Branson, Missouri features Ozark Mountain Christmas with live music and caroling throughout town.
Storytelling Nights
Example: Colonial Williamsburg, Virginia offers candlelit tours and historic Christmas storytelling.
Volunteer “Elves” Program
Example: Santa Claus, Indiana brands itself “America’s Christmas Hometown,” with volunteers helping at themed attractions.
Town-Wide Ornament Exchange
Example: Woodstock, Vermont hosts “Wassail Weekend,” where locals and visitors exchange handmade ornaments.
Holiday Movie Nights
Example: Breckenridge, Colorado combines ski-town fun with outdoor screenings and Santa runs.
Make It Shareable
Oversized Photo Props
Example: Steubenville, Ohio installs life-size nutcrackers across town, creating Instagram-worthy stops.
Hashtag Campaigns
Example: Gallipolis, Ohio promotes its “Bright Winter Wonderland” with social media contests.
Best Decorated House Contest
Example: Clifton, Ohio hosts the “Legendary Lights of Clifton Mill,” one of the nation’s largest light displays.
Behind-the-Scenes Videos
Example: Frankenmuth, Michigan (“Little Bavaria”) shares videos of its Christmas preparations, boosting tourism.
Interactive Online Advent Calendar
Example: Bethlehem, Pennsylvania offers daily online features tied to local shops and events.
Key Takeaway
Communities that succeed don’t just decorate—they create immersive stories. Whether it’s a Victorian village, a cowboy Christmas, or a Bavarian market, the magic lies in authenticity and shareable experiences. Visitors crave nostalgia, warmth, and uniqueness—and small towns are perfectly positioned to deliver that.
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