SHELBURNE FALLS — Moonlight Magic, the annual festival that lights up downtown Shelburne Falls with lanterns and laughter, has been canceled this year.
In other years on the day after Thanksgiving, thousands come from near and far, packing the streets to kick off the holiday season with shopping, carriage rides, performances and food.
“I know people will miss it, people who have gone year after year,” said Molly Cantor of Molly Cantor Pottery, a leading organizer for last year’s Moonlight Magic.
With state guidelines prohibiting large gatherings due to the COVID-19 pandemic, “It was a unanimous decision that it wasn’t an option this year,” Cantor explained. “Our primary concern is making sure we’re safe here, starting by not attracting large crowds.”
More than just a festive tradition, Moonlight Magic provides an important boost in income to help businesses through the slower winter months.
“It’s tough because it’s really magical and special, and for a lot of businesses, this is their best day of the year,” she said.
With businesses struggling due to closures in the spring, fewer customers and limited hours, Whit Sanford, development director of the Greater Shelburne Falls Area Business Association, predicts some businesses will not survive.
“I think it will be very hard on them,” she said. “Everybody anticipates Moonlight Magic. The merchants plan for it and get plenty of inventory to help them to weather the winter season. It’s going to be a hard winter.”
Cantor is working with other shop owners to put together more “low-key” activities to draw business. One idea is a “passport” that shoppers can get stamped when they make purchases, then redeem for a ticket in a gift certificate raffle.
“We want to put together something to make people feel excited about shopping in town, and something to give incentive to make a purchase,” Cantor said, “even though there’s obviously nothing like Moonlight Magic.”
According to Sanford, the business association received a Commonwealth Places grant from the state that will fund a holiday lights display in the village and provide businesses with direct aid.
The lights will be up throughout the fall and winter to brighten up the darker months of the year, and Sanford estimates that $300 to $1,000 will be available as soon as October for businesses that apply for assistance.
“The businesses need money,” Sanford said. “They are the ones hurting.”
Both Sanford and Cantor encourage people to support local businesses when they are able. For those disheartened by another canceled event, Cantor added, “We’re looking forward to doing it next year!”