Long-running holiday event draws thousands from across state
By Kayla Heffner for Ashland.news
Thousands came from far and wide Friday for Ashland’s 33rd annual Festival of Light celebration, including Santa’s parade.
The atmosphere was abuzz with excitement and holiday cheer at the Festival of Light kick-off party featuring Christmas songs by the A&M Brass Quintet and games at 3 p.m. on a brisk afternoon before Santa’s Procession began at 5 p.m.
Traffic was rerouted off Main Street to make way for the parade from the Ashland Public Library to the Plaza downtown. Food vendors, booths and live music added to the festive glow.
There were people walking around dressed in Santa hats, Christmas tree outfits, green and red tinsel pom poms in hair, glitter sparkly as snow dusting eyes and rosy cheeks, candy cane stripe stockings, Christmas light necklaces, antler headbands, a few Grinches — and, of course, Santa’s reindeer moseying about.
The sound of children laughing as they ran around with friends filled the air. Families roasted marshmallows at outdoor fire pits, while other adults or parents were clinking cheers with cider or negroni drinks. Cute couples cuddled closer as the day grew colder, many while sipping on coffee or hot chocolate to stay warm.
At The Drift Collective Marketplace, a woman-owned business on Main Street, they were serving hot cocoa, cider and wine outside on their outdoor patio with tables and gas fires. At a long red picnic bench, store employees set up a free head-wreath making station for attendees wanting to add a little holiday spirit to their outfit.
For many families going to the Festival of Light parade is a time-honored tradition. The Martin family couldn’t agree more. Emily, her brother, niece, nephew and grandma were having fun at the wreath-making station.
“Growing up in the valley the Festival of Light is the best because it kicks off the Christmas season, Thanksgiving weekend, and the joy of being together going downtown,” Emily said.
Gracie Mills has been working as a Drift store employee for the past year and the store just had its anniversary last weekend.
“We’re excited about being a hub of the community in a lot of different ways. From makers to ice cream, to beverages, it just felt like a really fun way to bring the community together. I think people are looking for inexpensive ways to do fun things, so why not provide that,” Mills said.
65 local makers from Southern Oregon are featured in the store. They sell everything from leather, to dried mushrooms, stickers, skincare, jewelry, clothes and other wares. Mills says their business model helps stimulate the local economy while keeping more money in the maker’s pockets as well.
Katharine Cato has been an event organizer for the Festival of Light since 2007. Cato said she thinks people are loving involving local shops, bringing back vendors, and having music in the Plaza adds to the “winter fest” feel.
“It’s the 33rd year of this fun tradition where we bring thousands of people together to celebrate and kick off the holidays to support our small businesses, local retailers, and restaurants — attracting people from Eugene to Redding — that’s why, with the Santa’s parade, the Grand Illumination, it’s about bringing community together,” Cato said.
For the 2025 Festival of Light celebration, the organizers also brought on an independent contractor, Ana Byers.
“I’m working with them to add another layer of festivity to the Festival of Light,” Byers said. “It’s more about creating opportunities for people who are coming to town to connect and linger for a while because there’s so much excitement and joy connected to this event.”
Byers has worked with Travel Ashland, Ashland Chamber of Commerce, and the Ashland Mystery Festival in the past.
After the parade Santa made his way up to the Brickroom restaurant balcony where he addressed an enthusiastic crowd cheering him on. He started singing “Jingle Bells” as everyone standing on the streets and in the Plaza sang along.
Around 5:30 p.m. all the festival goers did a 10-second countdown with Santa as the twinkling lights flickered on during the Grand Illumination. The Danielle Kelly Soul Project entertained crowd goers with her jazz vocals and band until 6:30 p.m.
There will be winter events happening throughout December, whether it’s hitting the slopes at Mt. Ashland Ski Area, skating at the ice rink in Lithia Park, caroling, or visiting Santa, Ashland has a lot to offer this holiday season. For a full list of events, details, including sponsors, visit the Ashland Chamber Of Commerce or Travel Ashland websites.
An estimated 15,000 people attend this event every year, embracing the warmth of a collective family found in community.
Byers said, “When everyone is here for the lighting, it’s just so magical seeing so many people excited. It really speaks to that sense of connection and community vibe.”
Journalist Kayla Heffner lives in Ashland. Email her at kheffner1@gmail.com.
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Music, theater and comedy fill Rogue Valley’s holiday season (Nov. 25, 2025)
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Festival of Light launches Ashland’s holiday season (Nov. 24, 2025)
Rogue Valley Symphonic Band puts a Shakespearean spin on the holidays (Nov. 24, 2025)
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