Creating Holiday Magic: Inside Brambleton’s Winter Wonderland
- wheelersir
- Jan 3
- 4 min read
When it comes to retail property management, the holiday season is the Super Bowl of community engagement. It’s the time of year when a shopping center transforms from a place to run errands into a destination for making memories.
But creating that magic doesn't happen by accident. It requires logistical precision, creative vision, and a deep understanding of what families actually want. On December 7, 2025, we partnered with Rappaport to turn Brambleton Town Center into a bustling Winter Wonderland.
From faux snowball fights to a heartwarming charitable initiative, this event wasn't just about festive decor—it was about driving foot traffic, increasing dwell time, and strengthening the bond between the property and its patrons. Here is a behind-the-scenes look at how we executed a high-impact holiday activation that generated over 1,200 onsite impressions.
Setting the Scene for Season’s Greetings
The goal was immediate immersion. We wanted guests to feel the shift in atmosphere the moment they stepped onto the plaza in front of the movie theater.
Despite the crisp 40-degree weather, the vibe was warm and inviting. We anchored the visual experience with a massive 9-foot snowflake arch, creating an instant focal point for photos. To add a touch of whimsy (and delight the younger guests), a snow machine pumped out periodic flurries, turning a clear Virginia afternoon into a snowy spectacle.
Visuals are crucial, but flow is everything. We strategically distributed activation zones across the footprint to prevent bottlenecks and ensure that foot traffic moved naturally past tenant storefronts, maximizing visibility for merchants like Eclips Salon and Little Smiles Pediatric Dentistry.
Interactive Programming that Drives Dwell Time
A pretty plaza gets a glance; an interactive one gets a guest to stay for three hours. To maximize dwell time, we focused on high-engagement activities that catered to different age groups.
The Santa Experience
Tradition matters to families. One of the biggest wins of the event was bringing back the same Santa actor from previous years. Parents noticed and appreciated the continuity, noting that it "keeps the magic alive."
To make the photo ops stand out on social media, we seated Santa in an oversized Big Green Chair. This wasn't your standard mall Santa setup—it was a grand, colorful vignette that practically begged to be shared on Instagram.
Hands-On Creativity
We know that kids love to make things, and parents love free keepsakes. The Holiday Creation Station was a massive hit, with 350 guests crafting custom beadable pens and keychains.
The demand was incredibly high—we actually ran through supplies by 1:00 PM!
While this creates a logistical note for next year (bring more beads!), it’s a fantastic problem to have. It proved that tactile, creative activations are a major draw.
Similarly, the Cookie Decorating station was a sweet success. All 400 cookies were claimed and decorated with icing and edible toppings. This provided a perfect, stationary activity that allowed families to slow down and enjoy the space.
Active Play: The Snowball Arena
Kids have energy to burn, especially during the excitement of the holidays. We set up a Mega Soft Snowball Arena featuring plush, stuffed "snowballs." This safe, enclosed zone remained busy from start to finish, giving children a place to play while parents mingled nearby.
Community Impact with Comfort Cases
Events feel more meaningful when there is an element of giving back. We partnered with Comfort Cases to offer a "Sweet Case" decorating station.
Guests decorated bags to be donated to children in the foster care system. The response was touching. We ran out of donation bags by 2:15 PM because participation was so high. One parent mentioned it was a "great way for children to be excited about giving, not just receiving." Integrating a charitable component added a layer of depth to the event that resonated strongly with the Brambleton community.
Entertainment that Keep the Energy Moving
Static activities are great, but live entertainment provides the heartbeat of an event. We utilized a mix of scheduled performances and ambient entertainment to keep the energy up.
DJ Bingo: Instead of just background music, our DJ hosted interactive Bingo sessions with candy necklace prizes.
Bella Ballerina: At 1:30 PM, the local dance troupe performed, drawing a large crowd and creating a "main stage" moment.
Roaming Juggler: To keep engagement high between the main activations, a juggler moved through the crowd, creating spontaneous moments of joy.
Results by the Numbers
This event was a testament to the power of well-planned experiential marketing. By combining nostalgia (Santa) with novelty (Snowball Arena) and community (Comfort Cases), we delivered a seamless experience for Rappaport and their tenants.
Total Impressions: 1,200+
Active Participants: ~400 guests
Cookie Distrubution: 400 cookies
Craft Participation: 350+ items created
Tenant Satisfaction: High visibility for surrounding businesses
Bring This Energy to Your Property
Winter Wonderland proved that when you mix strategic planning with creative execution, you get more than just an event—you get a community touchpoint that people talk about long after the snow melts.
Whether you need to activate a plaza, drive retail foot traffic, or launch a new development, VVS Events & Marketing handles the logistics so you can enjoy the results.
Ready to plan your next major community activation? Contact VVS today and let’s create something memorable.
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