For downtown businesses
Holiday partner toolkit
The holiday season brings the biggest crowds of the year downtown. Here’s how to make sure they find you.
In shortBusinesses can join the holiday campaign four ways: get listed, accept Downtown Dollars, host something during an event, and use the new brand. Email downtown@kalamazoocity.org to start.
Four ways to take part
- Get listedAdd your business to the Explore downtown directory, with your website, a short description, holiday specials and accessibility details.
- Accept Downtown DollarsJoin the businesses that take Downtown Dollars. Customers can spend them at your door for five years.
- Host during eventsPlan something for After Parade activities, Art Hop, Gingerbread Wonderland or Moonlight Madness, and submit it for the holiday calendar.
- Show the brandPlace a decal in your window, wear a sticker, and share the brand with #SomethingNewKalamazoo.
Dates to plan around
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Moms in the Zoo
A Saturday downtown planned with moms in mind, from 10 a.m. to 4 p.m.
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Fox Motors Maple Hill Holiday Parade
Marching bands, giant balloons and floats roll through downtown in one of Kalamazoo’s longest-running traditions.
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After Parade Activities
When the last float passes, the celebration moves to the Kalamazoo Mall, where shops and organizations host holiday activities.
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Small Business Saturday & Santa’s Workshop
Shop downtown’s locally owned businesses on the biggest small-business day of the year, and visit Santa as his workshop opens.
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First Friday & Art Hop
December’s Art Hop pairs local art with holiday windows. It’s a good night to find a handmade gift.
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Gingerbread Wonderland
Gingerbread creations fill downtown for two and a half weeks of the season.
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Moonlight Madness
Downtown stays open late for a night of deals, lights, music and winter cocktails.
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New Year’s Fest
An all-ages celebration of performing arts that rings in the new year downtown.
Making your holiday event accessible
- Keep a clear, step-free path from the door to your counter, and space to turn a wheelchair or stroller.
- Post prices and specials in large, high-contrast print at eye level.
- Offer a chair and a quieter spot for anyone who needs a break from the crowd.
- Add your accessibility details to your directory listing so people can plan ahead.
Have an event?
Host a K
Put one of the Find the K’s signs in your window and send hunters through your door. Email downtown@kalamazoocity.org to claim one.
Get started
Email downtown@kalamazoocity.org
Tell us your business name, address, and which ways you want to take part.
Marketing plan library
Presentations, data, plans and projections behind the holiday campaign, including the brand guidelines.
Open the plan library (opens in a new tab)
For the marketing team and partners with access.