Holiday decor on Pine Ave.
Nothing makes a city center sparkle like the lights of the holiday season. The storefronts of Downtown Long Beach have provided a holiday spectacle to visitors and local residents for many, many decades!
This year, the Downtown Long Beach Alliance (DTLB Alliance) is proud to bring back the Illuminate Downtown storefront decorating contest, giving Downtown businesses an opportunity to contribute to holiday cheer, increase their visibility through the social media and website platforms of the DTLB Alliance and its contest organizing partners, and to boost local nonprofits in the process.
“We’re excited to bring the Illuminate Downtown contest back for another year, giving our local businesses an opportunity to truly shine during the holidays,” said DTLB Alliance Placemaking Manager Stephanie Gonzalez. “We can’t wait to see how creative our downtown businesses will get!”
Burke Mercantile’s 2023 Illuminate Downtown Entry in the Historic East Village Arts District
Registration for the contest began last week. Businesses are encouraged to register, select a nonprofit with whom they’ll share prizes, and be decorated before public voting opens on Thursday, Nov. 21 and Shop Small Saturday happens on Nov. 30. Registrations will be accepted through Monday, Dec. 2.
“My culture inspired me for last year’s Illuminate Downtown,” said Rachelle Llanes, whose shop Wildflower Beauty + Brows was one of last year’s contest winners. “Growing up in the Philippines, Christmas and New Year celebrations were very festive and unique. The parol, a traditional Filipino lantern, symbolizes hope and joy, holding deep meaning in our culture. It’s a tradition I want to continue to illuminate.”
Orsa Modica, owner of Modica’s Restaurant & Deli at the corner of Linden Avenue and Ocean Boulevard, is another 2023 contest winner. She shared many of Llanes’ sentiments: “Every year, I pull out new and cherished decorations passed down from ‘Yiayia’ (My Greek grandmother) to create a winter wonderland that grows bigger and better each time. I aim to bring smiles to peoples’ faces, evoke warm childhood memories, and spread hope and love.”
2023 Illuminate Downtown winner Modica’s Restaurant & Deli
Downtown businesses interested in competing can click here to register and get full details on the judging criteria. Four winners will be announced the week of Dec. 9; Three will be selected by a panel of judges, and the public will vote on one.
“Let’s brighten Downtown this holiday season by participating in the Illuminate Downtown storefront decorating contest,” said Modica. “It’s a great way to showcase your business, establish a festive atmosphere, and attract more visitors to our vibrant Downtown community.”