City of Bryan officials on a council meeting heard a presentation from Audience Media Group about a proposed holiday lights master plan for Downtown Bryan and discussed a near‑term schedule if the council chooses to proceed. Audience Media Group and a citizen committee outlined designs for Sale Park, the Carnegie Library, Palace Theatre, the LaSalle and additional Main Street streetscapes and proposed a multi‑year rollout that could expand to Midtown Park.

The plan, presented by Jessica Yokesh of Audience Media Group and introduced by Kathy Capps, emphasizes immersive “photo‑op” elements, regular light shows and a coordinated downtown theme intended to increase evening visits and retail activity. “We want to give Downtown Bryan a sense of place for Christmas,” Yokesh said.

The presentation included concept mockups: an LED panel tree with synchronized music for Sale Park that would run a short show every 15 minutes; wrapped pillars and traditional bows at the Carnegie Library; seasonal photo‑backdrops at the Palace Theatre and a pop‑up seasonal beverage offering inside the theater. The LaSalle Hotel was shown as a potential private‑owner collaboration. The presenters proposed a second‑year merchant decoration grant program to encourage façade participation and suggested volunteer and student groups could help with installation.

Council discussion focused on schedule and budget. Councilman Salvato praised the concept and asked about costs and who would pay, saying, “Where I mean, what's the budget on something like this?” The presenters said the city would initially fund installations on city‑controlled sites and that a phased plan and small merchant grants could follow in year two. Presenters also said many capital items are one‑time purchases with only installation costs in subsequent years.

Yokesh said one element is time‑sensitive: the LED panel tree that syncs to music. She told the council that the vendor confirmed the panel can be delivered in time to meet a December 1 kickoff and that it comes with preprogrammed songs and an app controller. “That is the one thing that was of most concern. But we can hit the deadline with that,” she said.

Multiple councilmembers voiced support for moving forward quickly and for the idea of the city leading by example in year one. Ideas raised included a merchant decoration grant of roughly $500 per business in year two, volunteer installation help from local student organizations, and linking the downtown theme to Midtown Park in subsequent years. No formal motion or vote occurred during the presentation; council members indicated verbal support. “I think we got our direction,” one councilmember said near the end of the discussion.

The presenters and council agreed staff and the committee need timely direction to meet the Christmas season timeline. If the council formally commits, the committee recommended the city begin procurement and vendor coordination immediately for city‑controlled installations and the LED panel tree.