GREENFIELD — The holiday season kicks off this evening in the city with the Greenfield Business Association’s annual Jinglefest and Holiday Pop-up Market.
“I think we’re involving more businesses this year,” said Greenfield Business Association Coordinator Rachel Roberts. “People are seeing there are things happening during Jinglefest and adding their own flavor.”
The event begins today with the Holiday Pop-up Market from 4 to 8 p.m. at the Pushkin Gallery, followed by the tree lighting at 4:30 p.m. at Veterans Mall. Dozens of events, including visits from the Police Department’s new comfort dog Frankie, a drag brunch at Hawks & Reed Performing Arts Center and a performance by Musica Franklin students, are scheduled through 4 p.m. on Sunday.
With more businesses getting involved by offering their own open houses or activities, “it expands the influx of great things happening downtown,” Roberts said.
“It’s everywhere in the downtown corridor,” she said.
Roberts said the annual event began decades ago when the Greenfield Business Association took on lighting the downtown, but in recent years became more of a collaboration between the association and Ben Goldsher, manager at Hawks & Reed, which started the Holiday Pop-up Market in 2018.
“It made sense for us to support each other as much as possible,” she said. “My drive is to have people want to feel the festive atmosphere and enjoy themselves. … They will wander, window shop and find something they didn’t expect. Ben was trying to find space for people who didn’t have a storefront, whether they’re makers of jewelry … or artists who have books or cards they want to sell.”
In general, the idea is to create an inviting atmosphere that allows people to enjoy the downtown.
“Every community has their thing that they’re doing to support their businesses in the holidays,” Roberts said. “We have our Jinglefest and our luminaries, Santa and his firetruck. Now, we have people saying, ‘Oh, this is happening, what can I do to be part of it?’”
For a full and up-to-date list of events, visit the Greenfield Business Association Facebook page at bit.ly/3P0dZnB
Reporter Mary Byrne can be reached at mbyrne@recorder.com or 413-930-4429. Twitter: @MaryEByrne.