The Third Avenue Village Association is ringing in the holidays at its second annual Holiday in the Village event.
TAVA Executive Director Luanne Hulsizer said the event was created to bring people to Chula Vista’s historic downtown area for the holiday season.
“It’s an opportunity to come down and discover the businesses and shops on Third Avenue, as well as to share some holiday cheer with your community,” Hulsizer said.
The free event takes place from noon to 5 p.m. on Saturday, Dec. 7, at Third Avenue and E Street in Memorial Park, and will include live musical entertainment with performances by the Southwestern College Chamber Choir and Chula Vista High School’s House of Guitars.
Children can join the festivities by writing a letter to Santa, taking a photo with Santa and decorating sugar cookies.
Chula Vista Mayor Cheryl Cox will be on hand to read the Christmas classic “The Polar Express.”
The Rad Hatter will also be present, teaching kids how to decorate paper bags using glitter and stickers.
Hulsizer said the event is in no means a replacement for Chula Vista’s Starlight Parade, which a subcommittee is exloring ways to bring back in 2014.
“We know that it doesn’t replace the Starlight Parade but certainly it provides a more intimate experience,” she said.
She said the difference between the parade and Holiday in the Village is that the latter is more business oriented.
The success of last year’s event drew more business participation for this year, Hulsizer said.
Several businesses are offering special discounts and promotions.
Hulsizer added that more holiday entertainment was added to this event compared to last year.
With the cancellation of the Starlight Parade, Holiday in the Village was started as a way to celebrate the holidays.
“We needed to have something to still bring people down and celebrate the holidays in the village,” Hulsizer said.
Last year the parade was cancelled because of the Streetscape Master Plan project, and this year TAVA cancelled the parade because it couldn’t fund the $40,000 needed to host the event.
Hulsizer said she hopes Holiday in the Village starts a new tradition for the Chula Vista community.
The event costs between $6,000 to $7,000, Hulsizer said.
For a schedule of events, visit www.Thirdavenuevillage.com.