Meeting as the Park Ridge City Council Committee of the Whole, city leaders are in favor of giving a cash boost to the Chamber of Commerce for the Winterfest, a popular Christmastime community and shopping event.
The Committee of the Whole gave a preliminary yes vote at its Oct. 20 meeting, agreeing to give the chamber $10,000 for Winterfest so the annual chamber-organized staple can expand and, ideally, attract more visitors. Final approval could come at the Nov. 3 full City Council meeting.
The COTW voted 6-0 in favor of giving the money. Alderperson John Moran, who is a chamber member, recused himself.
Winterfest is the city’s annual Black Friday event featuring a visit from Santa at City Hall and, in the past, free trolley rides for shoppers to South Park and around Uptown. This year the event is expected to offer trolley service to businesses in the North Park area in the 600 block of North Northwest Highway. That includes the Village Green, an area that doesn’t usually get included in big shopping events in the city’s Uptown central business area, according to city leaders.
“I wanted [the money] tethered to something concrete and tangible versus just ‘here’s $10,000 do with it what you wish,’” said Alderperson Kelly Muno.
Chamber Director Jackie Matthews said the $10,000 contribution from the city would likely be used to pay for advertising and other costs she could not secure sponsorship for.
The city will approve payment on itemized receipts as part of the donation, according to city documents.
Matthews said she’s hoping to mail flyers for the event and pay for miscellaneous behind-the-scenes costs. She said it’s easy to get sponsorship for big, flashy things like Santa, but it’s harder to find money for some other expenses, adding that none of the event’s costs are free or cheap.
“We don’t charge anybody to attend this,” she said. “We don’t charge anybody to come visit Santa.”
Typically, Santa at City Hall is the main attraction. However, the evening also includes children carolers, luminarias and trolley rides through town to get Black Friday deals from hometown retailers. With the expanded trolley service, Matthews said she hopes to get more stores involved and offer more deals to visitors, and also get more foot traffic for participating stores.
“It’s such an expensive event because it’s not subsidized,” Matthews explained. “We’ve looked at ways of offering beverages for sale as we do have a liquor license. But if we do that, then we have to pay more for public safety.”
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Alderperson Fred Sanchez asked Matthews if the event attracts outside visitors to town, and she said it does. And this year, with an expanded itinerary, she hopes to attract even more people.
“It does pull in business,” she said.
Matthews explained that this year, each section of town will have its own special activities.
“We’re trying to designate eight actionable activities at each of the business districts. So, eight in Uptown, eight in South Park and eight in North Park. That’s what we’re trying to get out to people. … It will definitely get people to those businesses.”
Jesse Wright is a freelancer.