AMHERST — Annual traditions, including the ceremony to light the Merry Maple on the Town Common and the decorating of windows at downtown businesses, take place this week as the holiday season begins.
The Merry Maple will be turned on at 4:45 p.m. Friday during an event that includes performances by the Amherst Regional Middle School Chorus and the University of Massachusetts Minuteman Marching Band and the arrival of Santa Claus.
“This is a terrific opportunity for everyone to come out and enjoy some community and holiday spirit,” said Timothy O’Brien, the Amherst Chamber of Commerce’s executive director.
At 4 p.m., hayrides will be offered and a children’s craft room will open at Town Hall, with the chorus performing on the steps of Town Hall at 4:30 p.m.
At 5:15 p.m., the marching band arrives in town center with Santa Claus riding a fire engine. Santa will meet with children after being brought to the Amherst History Museum, 67 Amity St., at 6 p.m.
The Merry Maple event also includes an open house at the downtown fire station from 3 to 4 p.m.
The holiday window decorating contests kicks off during the Arts Night Plus event Thursday, with several businesses planning to have festive windows. Visitors will be able to vote online for their favorite at amherstdowntown.com, with the winning business getting an advertisement in the Gazette, and one voter earning a $50 gift certificate.
Both events come as the Amherst Business Improvement District and the Chamber of Commerce prepare to open the Visitors Information Center at 35 South Pleasant St.
Amherst BID Executive Director Sarah La Cour said the center will have a soft opening both days, with people invited to come inside for refreshments and view the progress on renovating the interior.
The grand opening, la Cour said, will be held sometime early in the new year.
One holiday tradition is coming to an end, with a greeting card no longer being inserted into the Amherst Bulletin for a shopping day following the Merry Maple. This is being replaced by Saturday’s “pack the sack day,” with 20 percent discounts at more than 30 businesses.
The Amherst BID’s red trolley that ferries people around to certain events will be turned into the Holly Trolley and will be parked in front of Ren’s Mobil Service, 161 North Pleasant St., where UMass music majors will play seasonal music, holiday characters will be on board and cider doughnut holes will be provided by Glazed Doughnut Shop.
Throughout the month, all parking spaces on the street, in lots and in the parking garage, are free on Saturdays.
Other events will include Dec. 10 flash mob caroling, when people will meet at 2:30 p.m at the Merry Maple and then proceed to sing secular songs throughout downtown, a Dec. 15 buy-one, get-one free event for student shoppers, handing out glow-in-the-dark spiral necklaces to each student, and a Dec. 22 Last-Minute Larry event.
La Cour said businesses are encouraged to stay open later on those two special shopping days.
Free holiday concerts will happen Dec. 17 at 7 p.m. at the Pacific Lodge, 99 Main St., when archguitarist Peter Blanchette, leader of the Happy Valley Guitar Orchestra, Kenny Butler on violin and Mamma’s Marmalade’s newgrass bluegrass.
The following day at 4:30 p.m., the Amherst Community Band, led by Timothy Todd Anderson, will perform at the Unitarian Universalist Society, 121 North Pleasant St.
