To promote downtown commerce and celebrate the fall weather, the Hillsdale Business Association held its fifth annual Awesome Autumn street festival Tuesday evening.
Local storefronts kept their doors open past normal hours and offered free goods ranging from candy to pumpkin spice chai lattes to entertain Hillsdale residents. This year, new additions to the festival included artists from the surrounding area and a photo-op with Disney princesses provided by the Liberty Princess Company.
Jane Stewart, owner of Smith’s flowers and president of the Hillsdale Business Association, said she was happy with the new additions, and is pleased with higher attendance to the festival this year.
“We’ve added more things each year. This year is no exception,” Stewart said. “We’ve added a costume contest, the live princesses out front, and 10 artists accompanying local businesses. Everything has grown including more people that come out.”
Stewart begins coordinating with business owners and brainstorming ideas for the festival almost half a year in advance to involve as many business owners as possible.
The Hillsdale business association has a committee that only focuses on this event,” Stewart said. “We don’t reinvent the wheel every year, but we start four or five months out to contact businesses and think of creative ideas.This helps businesses so much based on exposure, this is another great way to get a foot in the door.”
Massage therapist and wellness consultant for Therapeutic Massage, LLC Tressa Weaver-Rich said she’s seen an influx in business due to the promotions she hands out during the event.
“Business has definitely grown as a result,” Weaver-Rich said. “Year after year we get a good return.”
While Weaver-Rich was impressed with the amount of exposure her business received, she said the highlight for her was seeing children’s reactions to the Disney Princesses provided by Hillsdale College junior Gianna Marchese’s Liberty Princess Company.
“This little girl looked up at Cinderella and said, ‘I’ve seen you in the movies!’ with the most starstruck look on her face,” Weaver-Rich said. “It was so sweet and genuine, it made my day.”
In addition to meeting Disney royalty, festival-goers watched artists from the Gallery 49 Artist Co-op in Reading, Michigan create artwork and sell their art pieces.
Hillsdale resident Kendra Bonjernoor said the festival was more than just a chance to see businesses, but also a chance to bond with owners, employees, and each other.
“It’s a great way to check out the local stores and for them to share some hospitality with the community,” Bonjernoor said. “My daughter and I are enjoying strolling downtown together and spending time together. This is a great event.”
