Every year St. Albert’s downtown core undergoes a magical transformation bursting with holiday cheer. Stores are packed with holiday gifts and speakers play Christmas carols. But the Snowflake Festival is the nod to kickstart our celebrations and shake away winter darkness with light and joy.
In a turn of events, this year’s festival organizers are the Kinsmen Club of St. Albert. Along with dignitaries, they will throw a switch to illuminate the downtown core on Friday, Nov. 29 at 6 p.m.
The Kinsmen are now the official organizers in partnership with Downtown Business Improvement Area (BIA). Last year the St. Albert and District Chamber of Commerce relinquished control of the festival due to a lack of funds and staffing resources to organize it.
“The chamber started the event years ago to promote downtown businesses. At first there was just the light-up and businesses stayed open late. Over the years, things were added, and the event grew. It changed from a business promotion to a community activity,” said Ian Stephens, chair of the Snowflake Planning Committee.
He explains the chamber was dealing with funding cuts, lack of manpower to organize the event and it was not in their mandate. By the spring of 2023, several local businesses tried to keep it going and the City of St. Albert stepped up with $15,000 in last-minute funding.
The consensus was that unless a group stepped in to organize the 2024 festival, it might die. The Kinsmen heard about the struggles and offered to take the lead.
“We contacted businesses who provided feedback on what worked and what didn’t. We’ve taken steps to improve the public’s experience. For instance, the public requested more hot chocolate and cookies. This year, Pearson’s Independent is supplying cookies, and Best Western is bringing hot chocolate tables,” Stephens said.
Kinsmen have brought back four sleigh rides and two trains. Both rides are doubled from last year to offset long lineups.
The main event takes place from 5:30 p.m. to 9 p.m. New this year is a special sensory hour to reduce stimuli for children with calming zones and sensitive areas. Families are asked to email the festival at [email protected] for additional information.
The massive tree light-up on Perron Street takes place at 6:10 p.m. followed by an abundance of activities for the 10,000 or so expected visitors.
Santa and Santa’s Workshop has been set up at St. Albert Community Hall. Children not only receive the opportunity to meet Santa, but Anna and Elsa from Frozen, as well as Mario, will be in attendance.
The Perron Street area heightens the holiday spirit’s warm glow with craft areas, a petting zoo, and a spontaneous game of street hockey.
The second main area packed with activities is St. Albert Place on St. Anne Street. Outdoors, visitors will be treated to an ice sculpture and food vendors.
Once indoors, St. Albert Public Library is hosting special reading times with themed characters such as Belle from Beauty and the Beast. Musée Heritage Museum instead offers a warming space with crafts.
St. Albert’s United Handbell Choir drops by to deliver some Christmas magic in St. Albert Place lobby at various intervals from 6:30 p.m. to 9 p.m. And speaking about entertainers, four Pick Wick carolers from Innovations Music, attired in traditional Victorian costumes, will spread the spirit of Christmas cheer singing traditional holiday carols.
St. Thomas Street and Perron Street will also twinkle more brightly since BIA purchased more lights to illuminate darkened areas. And Borealis Lights is contributing an additional 12 additional light panels.
Leah Louden, a member of BIA representing Arts and Heritage, encourages families to visit downtown’s energetic and distinct businesses.
“We have a beautiful public art gallery and museum. In terms of restaurants, we have amazing food, fantastic boutiques and handmade items. This is a great opportunity to have supper downtown and do some shopping,” Louden said.
Stephens closed by saying, “It’s a great event to kickstart the season. It’s heartwarming for people. It's an opportunity to see this lively, vibrant city. St. Albert is amazing and we hope people appreciate what’s on their doorstep.”
The festival is free, however, Kinsmen are hosting two charities and ask the public's support. A Fill-a-Bus will be parked on Perron Street and will accept toys, gifts and non-perishable foods for Christmas hampers. The United Way Coats for Kids and Families will also be collecting new or gently used winter coats.
Since parking is limited, St. Albert Transit will provide a shuttle between St. Albert Centre and the festival site from 5 p.m. to 9 p.m.
