Editor's note: This story is part of Southwest Michigan Second Wave's On the Ground Battle Creek series.
 
BATTLE CREEK, MI — Horse-drawn wagon rides, a snowball fight inside Kellogg Arena, holiday cookie decorating, and getting up close and personal with Santa Claus are among the opportunities awaiting children and adults on Friday and Saturday in downtown Battle Creek.
 
These opportunities to celebrate the holiday season are part of “Winter Wanderland” which is a pride and image-building event, says John Hart, Small Business Development Director for the City of Battle Creek.
 
“For us, it’s an opportunity to share with the community our assets like the arena and our downtown. It draws people downtown to shop and dine. It creates lasting memories for people,” he says. “This is an all-around marketing and revitalization effort and it hones our skills as stakeholders. Each year we review it and see how we can make it even better.”
 
Scenes form last year's Winter WanderlandThis review led to the addition of a third horse-drawn wagon to meet the demand. These rides begin at 5 p.m. each day of the event and are offered on a first come, first served basis. Hart says this is one of the most popular activities which are offered at no charge to those who attend Winter Wanderland.
 
The cost of the two-day holiday celebration is covered by Breaking Bred, Invigorating Touch, Kellogg Arena, Penetrator Events, the SBD, and Sprout Co-op Market & Deli.
 
Now in its third year, the free two-day event is an opportunity to showcase the city’s downtown, its merchants, and local vendors who will be at Kellogg Arena participating in a Holiday Night Bazaar from 4-8 p.m. on Friday and Saturday, says John Hart, Small Business Development Director for the City of Battle Creek.
 
Scenes form last year's Winter Wanderland“We have 80 plus vendors coming together through a combination of the Punk Rock Flea Market , and the Battle Creek Farmer’s Market,” Hart says. “The SBD is taking and adding their vendor lists together and taking the pressure off of all three of them. We’re running the whole thing.”
 
More than 2,500 people are expected to participate in the Winter Wanderland activities. Hart says the absence of an admission charge brings people in which is good for the vendors who typically make anywhere between $2,000 and $8,000 between Friday and Saturday.
 
Sam Fry, owner of Saint Samuels food trailer, will be serving up his signature fare including pulled pork, gourmet mac n’ cheese, and Mexican Chili, at a table inside the arena and outside his food trailer. This is his second consecutive year aa a Winter Wanderland vendor.
 
Events like this are “huge” for his business because of the exposure it gives Saint Samuels.
 
“You get people from every walk of life and you get people coming to the city specifically for events like this,” Fry says. “I have customers wanting to know where they can find me next.”
 
An electrician with the International Brotherhood of Electrical Workers (IBEW), Fry says he works a couple of days a week, volunteers at his children’s school, and spends the rest of his time growing his business from a food trailer to a brick-and-mortar location.
 
Scenes from last year's Winter WanderlandWinter Wanderland is one of many events happening throughout the year in Battle Creek that Hart refers to as access points for new businesses to enter.
 
“We’re trying to give them reasons to come downtown and see what it has to offer,” he says.
 
Fry has always wanted to open a restaurant because of his love of food and cooking.
 
“I picked up cooking by watching my grandparents and parents cook. I have no formal training,” he says.
 
In addition to his participation in various events throughout the year, Fry also gives back to the community by feeding unhoused individuals and raising money for different organizations.
 
Winter Wanderland has special meaning for him because of its focus on providing a family-friendly atmosphere that is open to everyone.
 
Those who venture downtown for one or both days will also be able to take in the “Festival of Lights,” and shop the Holiday Night Bazaar and downtown businesses. For them, the holiday shopping season is one of their biggest, Hart says.
 
“We’re obviously encouraging people to shop small. I’m sure people will be picking out bikes and home goods, shoes and boots among other things,” he says. “We have a beautiful downtown and we’re continuing to encourage people to come down and discover it or rediscover it.”