Holiday shopping in town means events are aplenty

Downtown Los Gatos is getting all dressed up for the holidays, with carriage rides, a parade and free valet parking on the event schedule

By all accounts, 2017 has been a rough year for downtown Los Gatos merchants, so a successful holiday season will go a long way toward helping retailers’ bottom lines. Numerous events are being planned to attract shoppers to the downtown business district this year, and decorations are included in the mix.

The Chamber of Commerce is buying 75 wreaths to decorate light poles on North Santa Cruz Avenue and West Main Street, and the town will hang them at no cost, Chamber Executive Director Catherine Somers said.

The town had previously said it would charge the Chamber as much as $9,000 to hang wreaths downtown, but decided instead to waive the fee.

“We also came up with some creative ideas for the planter boxes,” Somers said. “We need a shot of fun downtown.”

The planter boxes are maintained by residents and members of the town’s Beautification Committee.

Another change involves the North Santa Cruz segment of the Dec. 2 Los Gatos Children’s Christmas and Holidays Parade. The parade steps off at 11 a.m. from the corner of North Santa Cruz and Almendra avenues.

Santa Claus always rides in the last float, immediately followed by a street sweeper. The sweeper is a signal that the parade is over, and most people head home shortly after 1 p.m. Not so fast, Somers says. “Parks and Public Works Director Matt Morley figured out a slower way for the street sweeper to clean up, allowing everyone to leave at a more leisurely pace,” she said.

In other words, North Santa Cruz Avenue will remain closed a little longer than usual after the parade ends, and Somers hopes people will stay to eat and shop.

Early shoppers are already making the holiday bright at the nonprofit Butter Paddle gift shop, 33 N. Santa Cruz.

“We’ve sold out at least one-third of our Christmas stock,” volunteer employee Pat Ramirez said. “We’re known for our holiday decor items, and people start coming in as soon as we put up our decorations.”

The Butter Paddle closed for a day in late October to restock and redecorate for the holidays.

“We’re also selling a lot of gifts and doing lots of wrapping,” Ramirez said.

Free gift wrap is an extra service that’s also offered at the children’s toy store Automobuild, 100 N. Santa Cruz.

“Service is important,” owner Kirsten Varnau Dryden said. “It’s also important that customers have a good time in your store.”

Varnau Dryden said some of her customers start holiday shopping as early as September, but the real pickup comes in early November.

“A lot of people are out looking and planning ahead so they’re done by Thanksgiving,” she said. “This is a great time to shop because right now you get a pick of everything we’re going to get. We might try to reorder some hot items, but sometimes we just can’t get them.”

Case in point: A singalong wireless microphone that Varnau Dryden said replaces a karaoke machine.

“It’s awesome,” she said. “I’ve sold so many that I’ve already ordered 20 more, and that’s probably all I’ll see.”

Downtown holiday shoppers can once again take advantage of free valet parking that will be offered Nov. 24 to Dec. 24. The valets are stationed at the parking lot between Elm Street and Grays Lane.

But they’re not there every day: The schedule varies by day and hours, so be sure to check losgatoschamber.com.

The Chamber’s website at losgatoschamber.com also has loads of info on holiday events, including Horse-drawn Carriage Rides, Girls’ Night Out and a Holiday Stroll.

The carriage rides leave the Town Plaza at North Santa Cruz and Main, circle through the Almond Grove neighborhood and return via North Santa Cruz. The horses will be clip clopping through town Dec. 1 to 23.

That means they’ll be here for the annual Tree-Lighting Ceremony that takes place promptly at 6 p.m. Dec. 1. The free event is at the Town Plaza, and Santa is available to visit with children for a short time after the ceremony.

The second annual Girls’ Night Out party is 5:30 to 8 p.m. Dec. 7 at the Catamount in Old Town, 50 University Ave.

“Dustin David Salon is doing hair, makeup and staging,” Somers said. “We have 20 boutiques showcasing fashions and jewelry. People will be able to purchase what they see at our local shops.”

From the red carpet entryway to paparazzi, Somers and her team are planning an “Art of Fashion” themed event, with champagne and gift bags.

Standing room tickets are $75, VIP tickets with seating are $150.

“Last year we sold out, and this year we’ve upped our game,” Somers said.

The Dec. 10 Holiday Stroll is a family-friendly, activity-filled day, with fake snow and Santa at the Town Plaza.

“We’ll have holiday singers from local schools and carolers going up and down North Santa Cruz,” Somers said. “It’s so cute to see the kids running around in the snow, drinking hot chocolate and cider. It’s a great way to spend the day downtown.”

The Holiday Stroll is from 11 a.m. to 3 p.m.

Throughout the season, residents and visitors can expect to see the Chamber’s new red and green holiday logo that pictures the Los Gatos cat mascots decked out in Santa hats, urging folks to shop local.