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City unveils 'Main Street Magic' holiday slate to replace ice rink; series of downtown events planned
Summary
Staff outlined a multi-event downtown holiday program — 'Main Street Magic' — focused on light displays, markets, pop-up activities and a tree lighting and parade; staff proposed media, influencer outreach and construction-timed activations.
City staff presented a proposed downtown holiday program called Main Street Magic, a multi-event slate to replace the single-attraction ice skating rink and to keep holiday foot traffic downtown during the construction phase.
Staff said the ice rink previously drew 5,000–10,000 visitors but carried high costs and weather risk. The new plan spreads attractions across multiple days and locations: a free lighted lawn (a “mini prairie lights”), elevated lights at City Hall, a lighted art installation at the Farmers Market water tower, photo opportunities, augmented-reality games and a series of scheduled events from daytime markets to evening lighted activations.
Special events staff outlined a calendar that includes a tree lighting (moved to Saturday to allow greater participation), an expanded holiday craft and market day at City Hall and the Farmer’s Market, a drone show and a holiday parade loop around the City Hall campus. Programming partners and department leads presented details: Emily Lanier (special events) said Thursdays will include mobile library story times and evening performances; Cindy Mendez (public health and environmental quality) described a shopping day on Dec. 13 and a holiday market at City Hall Plaza; animal services staff outlined a pet parade and costume contest; and Chip Naimi (downtown manager) described movies and holiday productions at the Uptown venue.
Staff proposed curating a “Mistletoe Marketplace” of small business vendors on weekends between the tree lighting and the weekend before Christmas, supported by targeted marketing and an influencer campaign. Marketing staff said proposed influencers include local accounts such as Explore the Prairie (25,000 followers) and larger regional influencers being explored; paid media buys were offered as an option if the council funds them. Stage construction will begin in November and will be used as a visibility asset during the promotional period.
Council members asked about paid media, vendor curation, parade routing and vendor outreach; staff said applications are open, they are contacting schools for parade participants and will return with implementation details. No formal vote was held; staff will return with further information and a timeline for promotional buys if council wants paid advertising.
