Image courtesy: YouTube

By Darren Rathwell

'An event so the family can come down'

Downtown businesses rally to bring back Midnight Madness

Nov 10, 2021 | 5:30 PM

MEDICINE HAT, AB – “It’s probably one of the biggest nights of the year.”

Darin McKay from the Local Public Eatery wasn’t talking about Christmas, but you might say it’s close, at least for downtown businesses.

Midnight Madness is returning this year to downtown Medicine Hat, but will be a little different this time around.

As per the usual case, shopping will be available with stores open until midnight, along with the Christmas Tree lighting.

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But there are several other activities in store, including hayrides and a petting zoo.

“It’s a little more geared towards being an event, so the family can come down…. something for the kids,” McKay said.

The business community believes the event is so important, McKay said it motivated downtown merchants to organize their own group.

About 30 businesses gathered late last summer to discuss how to promote the downtown core, then forming a group they call “the Downtown Collective.”

Soon after, talks began with the Medicine Hat & District Chamber of Commerce about organizing another Midnight Madness event.

“It’s just a great way to inject that pre-Christmas shopping into our local economy and encourage to support local (business),” Lisa Kowalchuk, executive director of the chamber of commerce said.

Marco Longmore at Labels for Men is another merchant behind the return of Midnight Madness.

“I think this year is going to be important specifically to get people out and about again. It’s been so long since there’s been any type of event,” Longmore said.

And, along with the sound of any jingle bells you might hear, there’s hope there’ll be a lot of cash registers ringing.

“I know a lot of business rely on this day to get through that January-February (period) when things are slower,” McKay said.

He’s also hoping to see a repeat of success from last year’s Midnight Madness.

“(We) did see a lot of turnout, and a lot of people spending dollars in the community and we just want to see that trend continuing,” McKay added.

Midnight Madness takes place Nov. 19 starting at 4 p.m.