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A family gets their photo taken with Santa Claus and Mrs. Claus during the Pleasanton Downtown Association’s Magical Holiday Evening event, which took place last Friday. (Photo by Kristen Ondeck Schumacher/ courtesy of the PDA) 
One of the many musical acts during last week’s Magical Holiday Evening was a handbells choir. (Photo by Kristen Ondeck Schumacher/ courtesy of the PDA) 
Several children and adults enjoy some of the artificial snow during last week’s PDA event. (Photo by Kristen Ondeck Schumacher/ courtesy of the PDA) 
According to the PDA’s executive director, Gabrielle Welk, the association partnered with the city this year to offer reimbursements to businesses who decorated their store for the holidays. (Photo by Kristen Ondeck Schumacher/ courtesy of the PDA) 
The Pleasanton Art League recently collaborated with the PDA to paint several windows of empty storefronts to add to the downtown’s festive aesthetic. (Photo courtesy of Jack Balch) 
The former PRIMM Boutique store, which shuttered its doors in December 2024, was one of the few empty buildings that PAL volunteers painted in collaboration with the PDA. (Photo courtesy of Jack Balch) 
Several children wait patiently for the free hot chocolate that was served during last week’s Magical Holiday Evening. (Photo by Kristen Ondeck Schumacher/ courtesy of the PDA)
The Pleasanton Downtown Association and the Pleasanton Art League recently teamed up to decorate empty storefront windows along Main Street with holiday-themed paintings, an effort that both nonprofits said should help with the overall vitality of downtown Pleasanton during the holiday season.
In addition to the downtown’s festive metamorphosis — which also includes active business owners also decorating their stores — residents and downtown patrons will also be able to participate in several holiday-themed events throughout the month, which further adds to the festive spirit, according to PDA Executive Director Gabrielle Welk.
“Our goal this season is to make downtown Pleasanton a destination and somewhere people want to visit, shop, dine, and explore,” Welk told the Weekly.
She said the idea to specifically paint multiple empty business windows was a great way to “activate our district, especially in areas with vacant storefronts”.
“I’m very grateful to the Pleasanton Downtown Association and the Pleasanton Art League for coming together, with their volunteers, to beautify our community this holiday season,” Pleasanton Mayor Jack Balch told the Weekly. “Their work decorating storefronts and supporting our local businesses reflects the pride we all share in Pleasanton and our hopes for our city’s success.”
According to a newsletter from the PAL, volunteers recently spent a day painting the windows of about five empty storefronts. For many of the PAL volunteers, it was their first time painting windows but according to Alana Shoars, president of the PAL, the experience was priceless.
“It turned out to be an absolute delight,” Shoars stated in the newsletter.
“Drivers honked, waved, and shouted compliments as they passed, letting us know how much the artwork meant to them,” Shoars added. “That instant connection was deeply rewarding and heartwarming … The whole day was a wonderful reminder of the joy and impact that art can bring to our community.”
Shoars separately told the Weekly that the window-painting effort greatly ties into the organization’s 56-year history and commitment to nurturing the arts within the city, while also giving back to the community.
“What better way to continue that tradition than by bringing a little Holiday Window Magic to vacant storefronts and helping our city envision its future potential?” Shoars asked.
She added that as someone who doesn’t have much family to spend the holidays with, this time of the year can be difficult, which is why the window painting project meant so much to her.
“For a little while, it let me feel like a child again and revisit cherished memories of those no longer with me — especially my sainted Irish mother, who truly was one of Santa’s elves at heart and would have delighted in painting windows by my side,” Shoars said.
“It carried me back to a simpler time, and in that spirit, this project became my heartfelt gift to everyone and to the city I’ve called home for two decades,” she added. “We hope this Holiday Window Magic collaboration will become an annual tradition for both PDA and PAL — and that next year even more businesses and volunteers will join in the fun, embrace the season, and rediscover their inner child.”
Welk said the PDA intends to start the window painting efforts earlier next year, with the aspiration that a greater number of windows will be adorned.
“By bringing attention, color, and artistry to those spaces, we’re ensuring that every part of Main Street feels cared for and engaging,” Welk said.
But it isn’t just the empty storefronts that got a holiday makeover.
Downtown shops and businesses are also getting in on the fun as the PDA is also hosting a holiday window decorating contest, which started last week and will continue until the end of the month.
According to the downtown association, businesses along and around Main Street will be decking out their windows and storefronts in holiday decorations for a chance to win the 2025 Best Holiday Decor title. The winner will be determined by shoppers who can vote for their favorite display by scanning a QR code that will be posted on participating business windows.
Welk also said that this year, the PDA partnered with the city to offer reimbursement to businesses who decorated their store for the holidays.
“Combined with our lighting reimbursement program, increased holiday décor, and a full calendar of festive happenings, we’re creating an environment that naturally drives foot-traffic and supports our small businesses,” Welk said. “A lively, beautifully decorated downtown encourages longer visits, higher spending, and repeat trips.”
Starting this week, the festive events will continue with the PDA’s 12 Days of Giveaways where downtown shoppers can turn in a receipt from any one of the downtown businesses to 12daysdowntown@gmail.com for a chance to win a giveaway basket filled with goods from the local shops and restaurants, according to the PDA.
The giveaway started Nov. 29 and patrons can submit their receipts up until Dec. 15. The 12 winners will be announced all this week until Dec. 19.
The Finding Frosty Downtown Scavenger Hunt also started last week and runs until Dec. 19. Participants need a map, which is available at Towne Center Books or Five Little Monkeys, that they will then follow to find Frosty at participating downtown locations. Then can return the map to the PDA’s office on Division Street for a chance to win local business prizes.
The PDA’s annual Spirit + Sweater Stroll arrives downtown this Saturday (Dec. 13) from 5-8 p.m., with more than 15 businesses participating with a food and cocktail pairing. Tickets remain available at pleasantondowntown.net.
“All of these elements significantly contribute to the overall vitality of downtown during the holidays, which is essential for our merchants and our community,” Welk said. “When we support our small businesses, we help keep downtown, thriving, welcoming, and full of energy for generations to enjoy.”
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Thanks to the Downtown and Art Associations for shining the spotlight on the community support for Pleasanton and its joyful spirit of the season. It’s no wonder that Pleasanton receives accolades for desirability in multiple categories. This precursor to the main event (the city’s Hometown Holidays Parade and Tree Lighting) sets the mood for celebrations throughout the season and was a delight for young and old alike. Well done!
Outstanding effort, Ms. Welk. Downtown looks fabulous, and what an incredible collaboration.