Staunton’s New Holiday Tradition
Photo by Scotty Tiernan
A Holly Jolly Holiday:
Staunton’s Downtown Holiday Window Walk
A Story of Growth, Tradition, and the Spirit of Community
There’s a certain kind of magic that only a holiday window can conjure—warm light spilling onto the sidewalk, scenes that stir the imagination, and tiny details that invite you to stop, linger, and feel like a child again. This year, Staunton Downtown Development Association proudly presents A Holly Jolly Holiday, a Downtown Holiday Window Walk that reawakens that nostalgic charm while sharing a story deeply rooted in meaning, tradition, and community.
Across eight storytelling storefront windows, visitors are invited to follow the journey of a humble holly tree—from its earliest sprout to its central place in holiday celebration. Window by window, the tale unfolds, revealing not only the growth of the tree itself but the growth it inspires within the people who encounter it.
This is not just a story about a plant; it’s a story about what we nurture, what we honor, and what we build together.
“A Holly Jolly Holiday” begins with the birth of a small holly sprout, resilient and determined. It mirrors the way hope often begins—quietly, steadily, and sometimes unseen. The early windows introduce visitors to this theme of resilience, showing how strength grows when nurtured by patience and care.
As the story continues, the holly becomes more than a tree. It becomes a gathering place, a symbol of beauty and persistence, a constant green reminder that joy can thrive even in the harshest of seasons. The windows highlight how holly came to represent holiday warmth, how its branches and berries found their way into homes, traditions, and celebrations all around.
Throughout history, holly has been woven into winter rituals as a sign of hope, life, and continuity. This walk brings that history to life visually, transforming the downtown into a living storybook. But what makes this journey special is the way each storefront interprets this transformation—through handcrafted scenes, imaginative displays, and artistic expressions that speak to Staunton’s creativity and collaborative spirit. Scotty Tiernan, our events and marketing director, designed these windows and fabricated them in colaboration with Mary Baldwin Art Students under the guidance of Professor Martha Saunders. Together they brought to life these scenes with wonderful detail and dynamic imagination.
At its heart, A Holly Jolly Holiday is a story about people—their connection to one another, their shared traditions, and the ways they choose to interact with one another.
The holly tree becomes a metaphor for community itself: grounded, resilient, evolving, and full of unexpected beauty.
The final windows in the series celebrate the intangible gifts we offer one another:
Joy that brightens dark days.
Resilience that carries us through challenges.
Persistence that keeps us moving forward.
Grace that softens the world.
Kindness that binds us together.
Visitors are encouraged to slow down, savor each moment, and let these themes resonate as they journey from window to window.
Whether you’re strolling with family, meeting up with friends, or enjoying a quiet evening to yourself, the Window Walk offers something rare—an experience that is both simple and meaningful. It’s a chance to rediscover the delight of wandering through a beautifully lit downtown, to be surprised by artistry, and to feel connected to a story larger than any one of us.
Take your time. Let each window pull you in. Let the narrative of the holly tree remind you of what truly matters this season.
Every window in this walk represents hours of planning, building, imagination, and love—crafted by the hands of people who care deeply about this community. Their work transforms our downtown into a tapestry of storytelling, creativity, and shared joy.
This is more than decoration. It’s a gift—from our downtown businesses to everyone who passes by.
We invite you to join us for A Holly Jolly Holiday: The Downtown Holiday Window Walk, and to experience a tale that grows, glows, and gathers the community together.
Follow the journey of the holly tree.
Feel the nostalgia of classic holiday windows.
Celebrate the spirit that makes Staunton shine.
May this walk spark joy, wonder, and a little extra holiday magic within you this season.
