A shoreline town is hoping its new downtown light decorations will attract holiday visitors and boost business for local merchants.
The coronavirus pandemic has caused many small businesses to struggle, and Madison officials wanted to do something to help. Madison is known for its locally-owned shops, which sell everything from books to clothes to jewelry.
John Mathers, general manager at the Madison Beach Hotel, approached town officials with the idea. The “Light Up Madison” campaign features more than 25,000 lights along the town’s downtown commercial district, with trees decorated on Main and Wall Streets.
The Madison Economic Development Commission is hoping businesses and residents throughout town will join in the effort. Decorations went up this week and will be lit nightly through January.
Ryan Duques, commission chair, said this year has “been rough” on small businesses, with the pandemic causing fewer people to venture out to shop.
The goal isn’t just to attract visitors and shoppers, but to brighten everyone’s spirits, according to Duques.
“We wanted to create a draw to our beautiful downtown, which we’ve recently invested millions of dollars into, during the holidays and early winter season,” Duques said in an announcement.
A Gala Affair partnered with Power Posse Productions to submit the winning bid. The commission voted in October to award $8,000 for the project.
According to Duques, the commission had money available because it did not use its budget for tourism initiatives this summer because of the pandemic.
David Anderson, director of planning and economic development, said he hopes that illuminating the commercial district will “brighten the spirits of residents and draw traffic in downtown Madison.”
“The commission determined that lighting up downtown was a way to put these (tourism) dollars to good use, enhancing the experience for residents, business owners and visitors to Madison during a tough year,” Anderson said.
Other communities have used similar strategies to boost the local economy, such as North Branford with its sunflower project. Meriden attracts visitors with its large scale Festival of Silver Lights in Hubbard Park each year.
Businesses and organizations are invited to add on to the Madison project through sponsorships. The Scranton Library, for example, was lit with the help of a donation from the Madison Beach Hotel. If interested, contact Anderson at 203-245-5633.
