May 9, 2021 Breaking News, Latest News, and Videos

Main Street To Light Up Saturday Night For Sparkling Holiday Celebrations:

The thriving Santa Monica Main Street business community will unite in an evening of fun-filled festivities this Saturday, with caroling, parties, aerialists, and Santa all on the bill to kick-start the holiday season.

Beginning with a pre-party happy hour at Enterprise Fish from 3:30 pm Saturday, Dec. 6, more than 60 local businesses are joining forces for a magical seasonal celebration.

Organizer Gary Gordon said the event is an exciting community occassion filled with entertainment and joy.

“The wonder of the event is that each person picks their own highlight,” Gordon said. “For some it’s Santa’s arrival on the fire truck. For others it’s enjoying the Samohi Choir or the Off Their Jingle Bell Rockers, for others it’s the tree lighting.”

Santa is scheduled to arrive at 5:15 pm at the California Heritage Museum lawn for photos, with young families encouraged to bring their camera to capture the moment.

The much-anticipated tree lighting on the lawn will follow Santa at 6 pm with music by the Green Brooms Music Academy and the Santa Monica High School Choir.

Afterwards, Santa will lead a Candlelight walk to the famous shopping cart tree at the Edgemar courtyard, complete with music by Th3 Trips and Off Their Jingle Bell Rockers.

Alicia Fabiani, from Enterprise Fish, said the restaurant was expecting it to be a great turn out, as it has been for many years.

“We’re excited to be a part of such a thriving business community and to celebrate the holiday season with all of our fellow establishments,” Fabiani said.

Following entertainment for the young generation, an industry-leading high-energy, three piece alternative rock pop ensemble will take to the mezzanine and floor of Main Street’s 220 Fitness at 7 pm and a holiday aerialist performance at 7:45 pm at the Robin Murez Art Studio on Main with music provided by the Tommy Sante Klaus band are set to get the evening into full swing.

“220 Fitness is proud to announce that recording artists Dig The Kid will be taking the stage for what’s sure to be an amazing night of music and festivities,” said 220 Fitness owner Matteo Baker. “Many of our business friends, members, and all of our staff will be attending, it’s a great time to come meet local Santa Monica folk and spread the holiday cheer. Excitement is in the air!”

Everyone is invited to attend the parties hosted by Main Street businesses as Santa strolls along the street and carolers continue to entertain.

“It’s a traditional event on Main Street,” said Anthony Schmitt, Main Street Business Improvement Association chairperson. “A community celebration many people look forward to, and it’s continued to grow.”

Keeping up with the times, this year a holiday decoration Instagram contest is taking place with Main Street merchants competing against each other in a battle of the holiday window.

The business that receives the greatest number of user-generated pictures, using the designated hashtag #MyMainVoteSM, will win first place prize; with prizes for second and third place vote getters. The person whose photo receives the most likes on his or her photo will be the winner and receive a gift package from Main Street merchants.

The celebration is a significant one for the Main Street businesses, many who have just made it through tough economic times.

“The merchants represent a variety of ideas and interests but they know they’re part of a special community and they do their part to nurture and maintain that,” Gordon explained. “There’s been some hard times, but things seem to be coming back, and so this year there’s over 60 parties on the street for this event – a record number.”

Shopping specials, food, drink and samples a-plenty are in store and the event is free to attend.

For more information about the event and participating stores, visit mainstreetsm.com.

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