As the air begins to chill in the mornings and the days and weeks begin to speed up as we hurdle toward the end of the year, it’s clear that the holiday season is nearly upon us! The holidays are often an underpinning of larger conversations around vibrancy and sense of place, and it’s a transformative time for Downtowns.
To leverage the vibrancy that the holiday season brings, the Downtown Lynchburg Association (DLA), with support from the City of Lynchburg, invested in a holiday lights display that would capture the attention of their residents and bring in tourists to their downtown district. The Bright Nights on the Bluffwalk event lights up the city’s pedestrian walkway along the James River, creating an immersive experience for eight weeks starting in November as the lights dazzle and draw in shoppers and families. Last year (2023) was the inaugural season – the celebration featured artisan vendors, food, and live music. The kick-off event had over 5,000 attendees and more than 50 local vendors. Now an annual event, the Bright Nights on the Bluffwalk is on it’s way to becoming a popular tradition in the community!
This project received funding from a Virginia Main Street (VMS) Downtown Investment Grant (DIG), which allowed DLA to purchase the lights and lighting infrastructure to maintain the event year after year. The project resulted in an increase in pedestrian activity throughout the eight weeks, a surge in downtown sales, and a reported increase in a sense of safety with better-lit walkways and pedestrian density.
“The Bright Nights on the Bluffwalk installation was crafted with the aim of providing a truly magical experience for everyone throughout the holiday season.” – Ashley Kershner, DLA Executive Director
Bright Nights on the Bluffwalk demonstrates the positive impact of thoughtful, community-focused projects. The success of this event not only illuminates Lynchburg’s charm but also highlights the power of investing in local vibrancy to enhance both economic activity and communal spirit.
Image Credit: Downtown Lynchburg Facebook Page
Image Credit: Lynchburg Tourism
Virginia Main Street 