By Kathy Chouteau
The heart of Richmond will sparkle this season as the “Downtown Holiday Festival,” presented by Richmond Main Street Initiative (RMSI) and East Bay Center for the Performing Arts, transforms the historic Winters Building into a hub of holiday cheer on Friday, Dec. 12 from 4-7:30 p.m.
The free community event brings families together while showcasing the vibrant arts and businesses that make downtown Richmond shine.
Picture this: Doors swing open at 4 p.m. at East Bay Center, where kids line up for the ultimate holiday photo op. Santa sits beneath a festive tree, poised for smiles and snapshots. Families walk away with two 4×6 prints, candy canes in hand, and hearts full of holiday magic, all courtesy of the hosts. And don’t forget the kids’ gift bags, sponsored by Chevron Richmond and filled with surprises made possible by companies such as Mechanics Bank and M.A. Hays Co.
It’s a big hit with elementary and middle school kids, with elves roaming about to make sure the fun and frolicking never stops.
But the festival isn’t just about photos and gift bags. At 5 p.m. and 6:15 p.m., the stage comes alive with two complimentary performances of the Nutcracker by the East Bay Center’s talented students. Along the way, possibly inspiring young audience members to take tuition-free guitar, piano, ballet, cello, violin and other lessons at the performing arts center.
Asked what she loves about the Downtown Holiday Festival, RMSI Executive Director Sarah Wally said, “It’s the joy of the holiday season,” adding, “Kids learn about East Bay Center as a resource. Maybe they’ll want to learn piano or ballet. It opens doors.”
Next door, the celebration spills into the Market Square Mall’s parking lot, where food vendors—thanks to organizers Tom Cloman and Aaron Coleman—serve up treats like churros. Families can grab a bite and soak in the festive atmosphere.
Find the Downtown Holiday Festival at the Winters Building, 339 11th St. in Richmond. Contact director@richmondmainstreet.org to inquire about an event sponsorship.
