Newport News

25 Nights of Northern Lights

Newport News
  • City of Newport News

  • Newport News, Virginia

Challenge
Following years of a single fireworks show and holiday lighting that had grown tired, the city of Newport News, Virginia sought a complete rethink of their downtown holiday experience. We were asked to extend the holiday magic throughout the season and create stronger community engagement while driving attendance and revenue for local businesses.

Strategy
We conceived “25 Nights of Northern Lights” to run throughout the month of December with a state-of-the art light show on display multiple times each evening. The experience featured man-made snow, 30,000 pixels of light dancing around a central fountain and a centerpiece 42-foot-tall tree featuring changing colors and patterns, all synchronized to a custom festive soundtrack. In addition, we executed three themed evenings called “North Pole Nights” with live entertainment, activities, seasonal snacks, trolley rides and the opportunity to meet Santa, Mrs. Claus and their merry elves.

Results
The holiday spectacle proved to be unlike anything seen before in the region and set the stage for a cherished new tradition. Attendees flocked to the city center while driving a robust increase in revenue for the business community and merchants who capitalized on the activation.