Tradition almost scaled back, but merchants show support
Gilroy – The Grinch almost stole this year’s downtown holiday celebration, but strong support from local businesses and organizations helped reclaim the annual festive tradition.
A lack of volunteer support threatened to halt – or at least scale back – Gilroy’s downtown holiday program, a popular seasonal activity for more than two decades. But when Mayor Al Pinheiro and a number of local merchants caught wind of that, they simply wouldn’t have it.
“I couldn’t believe it wasn’t going to happen. A lot of people stepped up to the plate to make it happen, and we’re very grateful for that,” Pinheiro said. “This is the time of year that we talk about community and getting together, and this is certainly a venue that lends itself to that. We had to find a way to make it happen, and we did.”
About 30 volunteers – including members of the downtown association and the chamber, as well as volunteers from the Gilroy Police Department – will help run this year’s program.
In past years, the program has been spearheaded by the Chamber of Commerce with support from the Gilroy Downtown Business Association. This year, the association approached the chamber and asked to assume more responsibility in organizing and executing the event, said Tim Day, a member of the chamber’s board of directors.
Susan Valenta, the chamber’s executive director, said the chamber will continue to play a role, although its duties will be more behind the scenes.
“Part of our role is to make sure all the groups involved can be successful from an economic standpoint,” she said.
Several merchants have adorned their windows and doors with posters promoting the program, and South Valley Disposal and Recycling donated a $5,000 sponsorship.
Mafalda Freitas, owner of Mafalda’s Bridal Shop in downtown Gilroy, said she decided to support the program because she wants more people to spend more time downtown and discover what’s there.
“We have so many good things over here in Gilroy,” said Freitas, who moved her business downtown eight years ago after four slow years on Westwood Drive. “I wish more people knew about what we have, and I hope bringing people here will do that.”
Dave Peoples, co-owner of The Nimble Thimble said the holiday program is an opportunity for long-time residents and newcomers alike to get a glimpse of the area.
“In reality, there are 240 businesses downtown, and people may not realize that,” Peoples said.
The fun kicks off Saturday at 4:30pm with costumed strollers and music, followed by a choir of local fourth and fifth graders performing on the steps of Old City Hall restaurant.
Santa Clara County Supervisor and master of ceremonies Don Gage will present a welcome at 5:15pm, followed by more live music including a barbershop quartet and Glitter, a local children’s choir that will lead the audience in caroling.
The parade, now in its third year, will begin shortly before 6pm near Gourmet Alley and proceed along Sixth Street to Monterey Street, then continue to Fifth and Monterey streets where an 18-foot Christmas tree awaits to be lit.
Perhaps one of the most entertaining parts will be the parade’s culmination, when St. Nick will roll up in a sleigh pulled by Mayor Al Pinheiro and six jolly city councilmen donned in reindeer antlers.
Following the parade the 20-plus member Gilroy High School Choir Ensemble will perform and children can visit with Santa in the chamber breezeway. Cider, cookies, coloring books, crayons, candy and balloons will be provided.
Another tradition kept up this year is the home decorating contest, open to all residences within Gilroy city limits. The home with best holiday decorations will receive $75. Second place is $50, and third place is $25.
The most festively decorated apartment or condo will receive $25, and a total of $75 will go to the neighborhood – defined as four consecutive homes – with the best holiday embellishments.
“I anticipate, as it’s been in years past, that we’ll get around 20 or 30 entries,” Day said. “It’s great for the community, and people really do get into it.”
Call the chamber at 842-6437 or pick up an application at its office. Submission deadline is Dec. 6, and judges will review houses Dec. 8.
