For more than 20 years the annual Montana Avenue Holiday Walk has been a tradition for both the Montana Avenue businesses and the community. It’s an event where the avenue’s more than 150 stores between Sixth and 17th streets give the community a chance to see what they have to offer in a festive atmosphere of twinkling lights, tasty treats, and musical performances.
Montana Avenue Merchants Association Chair Mark Wain said this event has “become a way to say thank you to our neighbors for buying local in Santa Monica and supporting the merchants that have become their family.”
New this year will be the two surfing Santas hosted by the Santa Monica Convention and Visitors’ Bureau. Those who spot them will receive a free blow-up beach ball containing a gift certificate that can be used on Montana Avenue. Other Santa Clauses will be available, as in years past, to pose for pictures with at Coldwell Banker (1608 Montana Avenue) and Engles and Volkers (1123 Montana Avenue).
The West Angeles Childrens’ Choir will perform in front of the Whole Foods Market located at 1425 Montana Avenue. There will also be a jazz quartet that will be playing in front of Marmalade Café at 710 Montana Avenue.
Many of the avenue’s businesses will have special promotions, sales, and treats that will be available only during the walk. Kim Sudhalter, president of the Urban Legend PR, said that in the last two years 44 new stores have opened on Montana Avenue. Many of these stores are in the more affordable spectrum so now the avenue is “more approachable” for all types of shoppers. The area also offers many “one of a kind gifts” because it contains so many individually owned boutiques.
Also new this year will be the Montana Avenue Windows Design Competition which will take place on Dec. 11 from 10 a.m. to 5 p.m. The public can pick up a ballot from any avenue store, then choose their favorite window on each block and turn it in to compete to win a Montana Avenue gift basket full of gifts and surprises. Also for the first time this year there will be a Deals and Delights sale on Dec. 18.
The walk will take place this Friday, Dec. 3 from 5 p.m. to 9 p.m.
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