Back in 1987 local businessman Bill Fitzpatrick, wondered how Ladysmith could do something to bring more attention to what resident had available in their own community in terms of Christmas shopping.
Fitzpatrick knew there was a strong business community, locally, and was disappointed with shoppers heading to larger centres on Friday nights and weekends.
So he, along with a small group, decided to create an event to make folks more aware of their downtown shopping advantages: a “light up” of downtown on the last Thursday in November.
The town, at that time, had only a couple of strings of light bulbs, going across First Avenue, and a Santa sleigh and a reindeer on the old Ladysmith entrance sign at Bob Stuart Park. Initially, it was a struggle, but after about six years, the town realized the group had hit on something and momentum grew.
Nearly 40 years later, the Ladysmith Festival of Lights attracts thousands of visitors from up and down the Island to watch the lights go on and twinkle through the holiday season
Black Press Media spoke to Ladysmith Chamber of Commerce Executive Director Roberta Bowman about how the message Fitzpatrick's crew wanted to share still resonates:
Is the FOL an advantage to the Ladysmith Community?
The Festival of Lights offers significant advantages to the Ladysmith community by boosting local businesses, fostering community engagement, and enhancing cultural pride. By attracting visitors from surrounding areas, the event stimulates economic activity in restaurants, shops, and accommodations. It also brings residents together, promoting social bonds and showcasing local talent through performances and art displays. Volunteer opportunities abound, allowing community members to participate actively, develop skills, and connect with one another. Overall, the festival cultivates a vibrant atmosphere that elevates the quality of life in Ladysmith, making it a vital asset for the community.
Is there benefit to the business community from Festival?
The Festival of Lights significantly benefits the business community in Ladysmith by increasing foot traffic and sales for local shops and restaurants. The event attracts visitors, encouraging businesses to extend their operating hours and offer holiday promotions, which boosts visibility and customer engagement. Additionally, the festival fosters networking opportunities among local business owners, promoting collaborations that can enhance community ties. By participating in the festival, businesses contribute to a sense of community pride, encouraging local support and tourism. Overall, the festival serves as a powerful catalyst for economic activity, benefiting the business community and enhancing the local economy.
Does the actual ‘Light Up’ night help businesses on that particular day or is any advantage come after that night?
The actual “Light Up” night provides immediate benefits to businesses in Ladysmith, as increased foot traffic leads to higher sales as attendees shop and dine. Many local businesses capitalize on the event by offering special promotions and extending their operating hours, enhancing customer engagement. Additionally, the positive experiences created during the festival can foster long-term advantages, encouraging visitors to return in the following days and weeks. Word-of-mouth promotion and heightened community visibility can further boost tourism and local patronage. Overall, “Light Up” night not only supports businesses on the event day but also contributes to ongoing economic activity.
Is the traditional Thursday night a good night for the event, for businesses, or would it be more productive if it was on a weekend?
Holding the Festival of Lights on a traditional Thursday night offers advantages, such as reduced competition with fewer events, making it a standout occasion. It can also serve as a festive kickoff to the weekend, attracting an after-work crowd and encouraging attendees to return for shopping and dining in the days that follow. However, a weekend event could potentially draw higher attendance, allowing more people to participate and enjoy extended celebrations. Ultimately, the best choice depends on community preferences, and a hybrid approach, with a Thursday kickoff followed by weekend activities, could maximize benefits for local businesses.
Holding the event on a Friday or Saturday night would be challenging as the town would see an inflow of folks for the actual light up event, which could double or triple the amount of people the town sees on a Thursday Light Up. The town doesn’t have the emergency support services nor parking capacity nor volunteers for a weekend event date.
What can businesses do to improve their business on Light Up night?
To improve business on Light Up night, businesses can implement several strategies. Offering special promotions or discounts can entice festival-goers, while extending operating hours allows for increased sales opportunities. Creating a festive atmosphere with themed decor and unique holiday offerings can attract more customers. Engaging with the community by participating in festival activities or hosting entertainment, such as live music, enhances visibility and encourages longer visits. Utilizing social media to promote participation and sharing behind-the-scenes content can generate buzz. Finally, focusing on excellent customer service ensures a positive experience that encourages repeat visits in the future.
What do you think FOL (or others) can do to attract visitors downtown for the weeks while the lights are still on?
To attract visitors downtown during the holiday season, a variety of engaging strategies can be implemented. Themed nights such as “Tasty Thursdays” with food tastings and “Family Fun Nights” featuring activities for children can draw in families and food enthusiasts. Promotions and discounts can be offered in collaboration with local businesses, encouraging shoppers to explore multiple stores. Community workshops for crafting, baking, or other holiday-themed activities allow residents to engage with local artisans and learn new skills while enjoying the festive atmosphere.
Utilizing social media to promote events and create engaging content can help attract both locals and tourists. Additionally, Community collaborations with local organizations, schools, or charities can host events that give back, fostering participation and a sense of community involvement. Late night shopping — folks like to come and enjoy the lights when it is dark after work, in the evening time. It would be helpful if businesses were to stay open later on even one day a week to embrace those coming to Ladysmith to enjoy Light Up and Ladysmith as a whole.
Should Light Up be made even larger?
Expanding the Festival of Lights could significantly benefit the community by increasing attendance, boosting local tourism, and enhancing community spirit. A larger festival would allow for a wider range of activities, such as more performances, food vendors, and family-friendly entertainment, catering to diverse interests. However, careful planning is essential to address potential challenges related to budget, logistics, and crowd management. Engaging with the community for feedback ensures the expansion aligns with local preferences and needs. Ultimately, while a larger festival could create a more immersive experience, it must be approached thoughtfully to maximize its positive impact on the community.
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This year's Ladysmith Festival of Lights is set to go Thursday, Nov. 27 in downtown Ladysmith.
From 4-6 p.m. on Light Up Night, attendees are invited to Ladysmith’s 1st Avenue to experience elite live street entertainment for all ages.
With backgrounds in Cirque Du Soleil, theatre and opera, these performers will bring an entertaining, unique and sophisticated style to the Light Up festivities.
“We’re thrilled to have so many acts to choose from — jugglers, stilt walkers, and more — which allows us to create a truly custom, dynamic experience for Ladysmith,” said Laura Goodwin, Festival of Lights board member. "A standout act includes an LED robot circus, bringing the magic of fireworks down to street level. As one young attendee excitedly put it, 'The robots are like real-life superheroes!'"
After that, Santa will flick the switch heralding the light display, then the annual light parade will meander through downtown. This year there will be no fireworks display due to fire risk concerns.
There will also be two photo booths this year, at no cost to attendees. You can get your picture taken professionally and printed on a card or sent digitally to your phone or email address.
There will also be an extension of Light Up called Ladysmith’s Magical Christmas LIGHT UP Tour … Explore … Vote … Celebrate Contest.
Everyone is encouraged to do the tour, between Nov. 29 and Dec. 18 and then vote online, on the Chamber’s website. The winner will be announced on Dec. 20.
For more information on the evening's activities and beyond, check out the Festival of Lights website.
— with a file from Morgan Brayton
