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Grand Illumination

  • Ashland Town Hall 121 Thompson Street Ashland, VA, 23005 United States (map)

🎄✨ Grand Illumination – Kick Off the Holiday Season in the Center of the Universe! ✨🎄

The Grand Illumination is where the magic of the holidays in historic downtown Ashland truly begins! As the first event in our month-long Light Up the Tracks celebration, it’s your chance to shop, dine, sing, and sparkle your way into the most wonderful time of the year.

Historic downtown Ashland’s Grand IlluminAshland - the first event of Light Up the Tracks!
📸 Robert Pfeifer 

🕒 Event Details

📅 Date: Saturday, November 22
📍 Location: Historic Downtown Ashland, VA
🕑 Time: Festivities all afternoon – Tree lighting at 5:00 PM sharp

🌟 Glow Big or Glow Home

Deck yourself out in light-up and sparkling attire for a chance to win glowing prizes from cherished local vendors. Starting at 3:00 PM, DAA volunteers will roam the downtown festivities, keeping an eye out for guests dressed to dazzle. Anyone spotted in glowing garb will receive a raffle ticket and be entered to win at the 5:00 PM tree lighting.

🍳 Start Your Day Local

Fuel your holiday spirit with downtown brunch or lunch at one of Ashland’s locally loved cafes and restaurants. Whether you crave a cozy coffee, a big Southern breakfast, or a festive seasonal latte, you’ll find the perfect start here in the Center of the Universe.

🛍️ Shop ‘Til You Sparkle

After your meal, start your morning at the Ashland Farmers Market from 9 AM – 12 PM in the Town Hall municipal parking lot and park, where you can pick up fresh, local produce and artisanal goodies. From 10 AM – 4 PM, the Hanover Arts and Activities Center hosts Immagine LLC artists in “Autumn in Ashland: Artists’ Showcase”—browse and shop original pieces from local artists while sipping delicious beverages and enjoying sweet treats.

Later, stroll through our curated thrift, gift, and home décor shops for unique treasures. Starting at 3 PM, cross the tracks to explore local vendors stretching from the Dominion Energy Innovation Center, across Ashland Town Hall’s sidewalk, to all around 110 Thompson Street—offering handmade art, crafts, specialty foods, and holiday gifts you won’t find anywhere else. Every purchase supports a small business and keeps our community thriving. 💝

🎅 Meet Santa, Mrs. Claus, Rudolph & Clarice

Bring your wish list and your camera! Santa and Mrs. Claus will be greeting families at the Ashland Town Hall Pavilion, with Center Street Sound Co. filling the air with classic holiday tunes.
📸 Make a donation to Downtown Ashland Association and have your professional photo taken!

🎶 Festive Entertainment

At 4:30 PM, the stage comes alive with:

  • ✨ MKH Dabke Entertainment’s premier cultural dance experience rooted in Middle Eastern tradition, athleticism, and pure joy.

  • 🪩 Ashland Dance Academy’s bright and joyful performances

  • 🎤 Randolph-Macon College Choir leading a singalong of Walking in a Winter Wonderland

🎄 The Big Moment – Tree & Town Lighting

At 5:00 PM, gather ‘round as Dominion Energy, Downtown Ashland Association, and the Town of Ashland flip the switch to light:

  • 🌟 The Ashland Town Tree

  • 💡 Over 10,000 twinkling lights outlining our postcard-perfect historic buildings

You’ll feel like you’ve stepped straight into a holiday movie.

🎁 Sparkling Prizes

Immediately after the tree lighting, 9 glowing winners will be drawn from the costume contest raffle for their choice of local prizes:

Or a sweet treat from Funcakes—your choice of Santa’s Delight (funnel cake), Elf’s Magic (deep fried Pop-Tarts), or Reindeer Bites (deep fried Oreos)

✨ Insider Tip: Let Amtrak do the driving! Their sleighs drop off right in downtown - so you can enjoy a full day of fun before the afternoon magic begins.

Earlier Event: November 5
Entrepreneur Bootcamp
Later Event: November 23
Olde Time Holiday Parade