Estacada commission adopts 'Christmas Tree USA' branding for 2024 holiday push, sets Dec. 6 tree-lighting with vendors and Santa

The Downtown Estacada Commission agreed Nov. 4 to use a marketing campaign called “Christmas Tree USA” for the city’s 2024 holiday promotion and advanced logistical plans for a Dec. 6 tree-lighting ceremony that will include a small cluster of handpicked vendors, Santa’s arrival by fire truck and photo opportunities at City Hall.

Noble Consulting, represented by Mackenzie Pulliam and Stan Pulliam, presented the campaign and creative assets, saying the goal was to “bring people to Estacada in the off season” by promoting local Christmas tree farms and downtown shopping. Mackenzie Pulliam said the campaign centers on the message that “this is where Santa comes to get his treat. This is where he comes to shop,” and includes digital and social ads plus a landing page with an embedded map of area tree farms and downtown businesses.

Why it matters: Commissioners said a focused branding push could drive off-season visits, support downtown retailers and restaurants and create a repeatable annual draw. The campaign also dovetails with the committee’s work on the annual tree-lighting ceremony, which the commission expects to use this year to seed longer-term merchandise and promotional efforts.

Commission discussion and outcome - Noble Consulting presented sample ads, a landing-page plan and a printed flyer concept to hand out at tree farms that would redirect shoppers to downtown Estacada’s map of businesses. - Committee members debated two logos: a locally specific “Estacada, Oregon — Christmas Tree Capital of the Pacific Northwest” concept and the broader “Christmas Tree USA” mark proposed by Noble. Several members expressed disappointment that the outside campaign had progressed without earlier committee coordination but acknowledged printed materials for the Noble campaign were already in circulation. - Because the Noble campaign was already in production and distribution, the commission agreed to run with the “Christmas Tree USA” logo for the 2024 season and to collaborate with Noble Consulting on promotion going forward. Commissioners said the committee will seek to merge branding or adjust designs for 2025.

Logistics for the Dec. 6 tree-lighting - Date/time: The commission set the tree-lighting for the first Friday in December (Dec. 6). Festivities and vendor activity are expected to begin about 5:00 p.m. and the official lights-flip at approximately 6:00–6:15 p.m. - Vendors: Given the short lead time, the commission decided this year to use a small set of handpicked vendors (approximately four) clustered near the tree area rather than opening applications to a wide vendor pool. Vendors will be asked to bring their own power / extension cords and any required permits/insurance. The commission plans to create a vendor application form adapted from the Oktoberfest template for future, larger events. - Street closure and safety: The commission discussed closing Broadway between Third and Fourth for the event and coordinating needed street-closure permits with city staff, and to supply orange vests and volunteers to help with traffic control. Commissioners noted the need for weights for pop-up tents and to coordinate with public works and the fire department on logistics. - Entertainment & attractions: Plans discussed include Santa arriving by fire truck and then moving to City Hall for pictures and cookies, face painting, a small horn ensemble to lead a walk, a public-address/sound system (a volunteer offered use of equipment), and small heat sources (barrel-style fires or heaters) pending fire-department approval. - Budget: Commissioners noted the event budget is limited and that the large tree itself consumes a substantial portion of an approximately $5,000 event allocation; exact expense breakdowns were not finalized.

Follow-up and collaboration - The commission invited Noble Consulting to provide final digital files (full color, transparent background, black/white versions) and to coordinate quarterly check-ins to align messaging with the commission’s events and future merchandise plans. - A three-person subcommittee to handle vendor and logistics details for the tree-lighting was discussed; two volunteers were named during the meeting and the committee said a third member will be confirmed soon. Committee members emphasized the need to keep communications compliant with public meeting rules when more than three commissioners communicate.

Quotes “Noble Consulting: “Our goal is to bring people to Estacada in the off season,” — Mackenzie Pulliam, Noble Consulting. “You don’t want people showing up at 6:15 and missing everything — advertise 6:00 so people arrive on time,” — Commission member (comment on scheduling).

What’s next Noble Consulting will provide final logo files and landing-page details; staff will issue limited vendor outreach and prepare street-closure and vendor-permit paperwork. The commission plans to use the Noble campaign this season and to pursue integrated or hybrid branding for 2025.