Holiday Lights credits its success to many people. An event of this type could never be possible without the contributions of dedicated volunteers, individuals, and sponsors.
Running an event of this size in a small community requires a different approach. It’s about networking with friends and neighbors, and their friends and neighbors. It’s about the small business that is going to help you out, not only for a holiday event, but all through the year.
This history of Holiday Lights is a testament to the cohesiveness of a small rural community, a can-do attitude, and some amazing people. It is a look back at the details that contributed to the whole. THANK YOU to everyone who has been a part of this beloved northeast Iowa tradition!
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In the spring of 2004, David Runyon, Helping Services director, was exploring alternative funding streams. He asked Llew Jenkins her thoughts. Llew was an idea person, contracted by the agency for marketing guidance. It was Llew who brought up the concept of a drive through light show, like Hillcrest’s “Reflections in the Park” in Dubuque, Iowa.
This social services agency had proven that the public loved to support this type of fundraiser. Llew pointed out other popular drive through light shows, like in Des Moines.
There was one problem, these were Iowa cities, and Decorah was a small town. Llew had to do a lot of convincing that this idea would work. She was adamant about creating “sustainable money” – funds that would keep on supporting the nonprofit outside of grants. It wasn’t long, and Dave was won over.
Others were not so easily convinced. Llew was told over and over that this event would not work in a small town. This didn’t stop Llew. In her words, “I was not from the nonprofit world, I looked at things through a different lens, and had a different way of thinking.”
Llew had done her homework. She understood that using social events for profit was readily embraced by the public. Llew and Dave were ready to bring onboard key people who believed in the event, too.
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More Support
Dave bounced the idea off of Joe Schwartzhoff (husband of former employee Kathy Schwartzhoff). Joe always dreamed about a Christmas lights display for kids and families (especially the kids). As a passionate “Santa Helper” he was all in.
Both men agreed, “We could do that!” “Where could we do that??” They were soon throwing out ideas, and as Joe later shares, “a seed was planted!”
Eventually, Dave and Llew would solicit other supporters. Decorah families such as Larry and Diane Grimstad, Brad and Darcy Wicks, Dave and Brenda Carlson, and the Bruening families became believers in the event, as well.
Dave knew nothing about a holiday event of this type, but knew that it would take an investment of money. He estimated that 30-35 displays would be a great start for what he envisioned. Dave reached out to Brandano Displays, the company Dubuque used, to get an idea for cost.
Based on that number, Dave walked into Larry Grimstad’s office, then board president of Decorah Bank & Trust, to pitch his idea.
The conversation went like this:
“We’re looking at a possible fundraiser. We think it will not last all that long, maybe 3-4 years. After that, we would sell it to someone else or another town and they could take it over. We think we have a place to set it up. What would you think about loaning the money to get it started?”
Dave explained how this could be a great community-building event, with his selling point, “everybody loves Christmas!” Larry had the insight to see this idea was bigger than a fundraiser for a nonprofit. The concept was something that could benefit the entire community, boosting local business sales and tourism. And of course, bringing attention to the Helping Services’ mission.
Larry said that it sounded like a good idea, he admired Dave’s entrepreneurial spirit. The concept of a holiday lights event in Decorah appealed to him; Dave walked out that day with the loan he needed.
Getting Sponsors
Securing sponsors would be the key to help cash-flow the event. Unlike the Dubuque show that rented its displays, Helping Services would be purchasing them. To make them more affordable, the agency opted to purchase used displays for the initial investment.
Brandano, however, was still hesitant to work with the small nonprofit. They wanted a show of commitment before delivering the Christmas-themed displays from their Florida location.
Llew Jenkins convinced Brandano that she would secure 3-year contracts with the sponsors. As Llew said later, “Helping Services was now on the line, and they had to become big believers in the event!”
Llew was soon talking to local businesses, getting the needed sponsorships. With a color display book in hand, sponsors thumbed through and picked out their favorites. Offering choices helped with the sales process. As displays were crossed off the list one-by-one, excitement started to build for the Decorah event.
Today, sponsorships continue to contribute a large part of the income generated. Sponsorships not only apply to the displays, but things like paying for electricity, tree decorations, rope lights, etc. Sponsorships are available at all price levels. Corporate sponsors donate thousands of dollars, with opportunities ranging from everything in between.
As the Holiday Lights event directors, John and Llew Jenkins started to build a network of helpers. Staff, community members, and their own family all chipped in. Jenkins’ efforts included finding the right talents and skills needed, besides addressing important logistical questions.
The Decorah Pulpit Rock Campground seemed like an ideal location – it had electricity at every campsite, a paved road, and space for displays. Dave proposed the idea to the Decorah City Council, beginning the agency’s long relationship with Wanda Hemesath, the clerk/treasurer.
Although the campground manager and city were hesitant to host a very public event at the campground, they quickly came onboard.The mutual partnership has grown over the years, with both parties benefiting in positive ways.
John and Llew Jenkins, masters of marketing and promotion, brought their specialized experience. The two made the key decisions such as selling sponsorships, display placement, setting entry fee prices, and organizing nightly operations.
Campground Manager, Craig Hunt 1975-2010
Llew Jenkins admits she was hesitant to meet with Craig Hunt, Pulpit Rock Campground manager. Craig had a reputation for being very protective of the park his dad helped establish. Llew expected a showdown regarding the use of the campground.
As it turns out, Craig was the event’s biggest ally. Llew shares what Craig told her that first meeting: his desire was to always have the campground used year round. He loved the idea of Holiday Lights – a beautiful opportunity to celebrate the campground in the winter.
Craig had one request, that Helping Services take good care of the grounds. Since the first Holiday Lights in 2005, we have done just that, staying off the grass and picking up after a day’s work. Every spring, employees return to walk the grounds to clear debris, helping prepare for the summer season …and honoring Craig and his legacy.
One of the most important tasks was naming the event. Linda Watson, program coordinator for Helping Services, remembers the story of how the name came to be.
Linda was in a planning meeting when staff member, Carole Daughton, walked in. Dave Runyon told Carole that they were trying to come up with a name for this holiday lights thing, “do you have any ideas?” Without skipping a beat, Carole replied, “Holiday Lights, Magical Nights!”
Everyone instantly liked the name, and so it came to be. Years later, the name was simplified to “Holiday Lights” for easier marketing. However, you can still hear veteran volunteers greeting cars with the “magical” part, because it is!
The details of who created the Holiday Lights, Magical Nights logo has been lost. The best guess is that the display company, Brandano, created it for Helping Services.
The updated Holiday Lights logo was created in 2018 by local graphic designer Erik Berg. Eric also updated the logo for the re-branding of the agency in 2016. This was to acknowledge the official name change of the agency to Helping Services for Youth & Families (from Helping Service for Northeast Iowa).
The massive job of setup and take down was coordinated by John and Llew Jenkins. People, like Wanda Hemesath, made phone calls and created teams of people for community setup days (including their own family and friends).
The Brandano company helped direct the set up of displays the first year. After that, the Jenkins were on their own. Volunteers were instructed to “set displays as far back as possible from the road.” Even with those instructions, John and Llew moved them further back yet, for better viewing. It would take time to get a feel for perfect placement.
John and Llew, young parents at the time, remember toting their kids along on a golf cart. Setup involved long days, and the kids loved the fresh air, as did volunteers. Even Decorah city employees chipped in, but the Jenkins are quick to point out that they were not on the clock. Occasionally, Craig Hunt, the campground manager, would stay around and help at the end of the day.
Local electrician, Perry Novak, laid out cords, watching electrical load limits. Perry checked electrical fittings, advised on safe lengths of distance, and when to use heavier cords. Perry also marked underground electric lines, making sure no display stakes would accidentally hit them.
After Perry’s initial help, the volunteers took over, plugging everything in. As John Jenkins shares, “We bought every extension cord in Decorah!” Despite Perry’s input, many cords were damaged that year, due to overheating. It would take a couple of years to better understand the energy requirements of each display (and the need to split cords to balance the electrical load).
Finally, Holiday Lights opened with 31 displays in place, with 2 more downtown for advertisement (one at the Helping Services’ office).
Although there were nightly volunteers, it often fell on the Jenkins to open and close. Llew recalls her nervousness of not always being at the campground, and would drive by, just to check on things.
As it turned out, the winter of 2005 was bitterly cold. Wicks Construction provided a construction trailer for volunteers to warm up in. Even with electric heaters, nothing seemed to be enough. It proved to be a challenge to keep it heated for the 39 nights the event was open (Thanksgiving through New Year’s Day night).
Kathy and Joe Schwartzhoff, along with Scott Pierce, talk about the bitterly cold nights with temperatures well below -20℉. Kathy never forgets the frostbite she experienced. Dave Runyon describes the first two years as being “blistering cold weather” with the emphasis “it was awful!” (Holiday Lights now has a policy of shutting down the event in dangerous temperatures for the safety of the volunteers).
Santa was located far from the entrance with no house to warm him. Handing out candy canes with frozen fingers was difficult. Volunteers and staff with numb fingers, did their best to change burnt out lightbulbs.
The team addressed these and other problems as they came, making notes on what to improve. No one could predict last minute needs. It wasn’t uncommon to take money out of the donation bucket and make a candy cane run to a local store so Santa wouldn’t run out.
The Jenkins were happy with the first year, with a total of 1,297 visiting cars. Soon, they would be thinking of next season’s event.
Planning for the event took place in the old Decorah Bank building. Dave Runyon, John and Llew Jenkins, Kathy Schwartzhoff, and others met to address the myriad of details. They would meet every week, 12-16 weeks before the opening of the event.
Today, not much has changed. Weekly meetings start up in mid-August and continue through November, and throughout the rest of the year. More infrequent meetings happen with the Walk Through Night committee, consisting of Helping Services staff and community persons.
In January, the past season is evaluated, looking for opportunities to improve. Reaching out to sponsors is delayed until spring/summer, and into the fall, giving everyone a much-needed break. With nearly 200 sponsors (including the Walk Through Night), it takes time to connect with each one. [2023 stat]
Entry Fees
The entry fee was first advertised as $10 per car, $35 for bus, and $22 for a 3-visit pass. Slow Monday nights encouraged a “couple’s night” with a $5 entry charge. Set entry fees were necessary to cover the bank loan for the displays. Llew Jenkins, responsible for the economic feasibility of the event, stood fast on it. Years later, Llew shared that was her biggest accomplishment in meeting that goal. The investment of the displays was successfully paid off in three years, as she planned.
In 2008, Dennis Osmundson, event director, pushed to discontinue the set entrance fee. Instead, free-will donations were suggested. In Dave’s words, “It loosened the public up, and the event grew thereafter!” Now, everyone could enjoy the lights, including the clients that Helping Services served.
Nights Open
Initially, the event was scheduled from Thanksgiving-New Year’s. Early Mondays, Tuesdays, Wednesdays in the season proved to be slow. It took trial and error to find the right balance of open nights and times.
In 2016, the Holiday Lights committee opted to simplify the schedule by going with open times of Thanksgiving-Christmas, 5-9 pm (with the option to extend the event, depending if Christmas lands near a weekend).
The same trial and error went into the Santa scheduling. Gradually, Santa time was reduced to Friday-Sunday nights (5-7:30 pm) before Christmas Eve with willing Santas ready to stay longer on busier nights. [2023 stat]
One reason to close after Christmas was the holiday break. Scheduling the takedown then made it easier for students to give of their time.
Advertising
The advertising blitz included fliers, newspaper and radio ads. Gradually, advertising would include social media platforms. Solid support from local radio personalities, like Jeni Grouws, fueled excitement for the event.
The Lena and Ole radio spots crystallized under the creative guidance of Shirley Vermace, then an employee of the local radio station. The idea was to catch the ear of the public with the adventures of two, slapstick Norwegians. In one episode, when Ole was nearly hurt trying to hang lights on his own, Lena declared, “I think it’s best if we visit Holiday Lights instead!”
Lena and Ole were portrayed as grandparents, a target audience who wanted to share the lights with their grandchildren. These days, the radio spots are straightforward and simple, as the event is now well-established.
An outdoor winter event poses challenges. Throw in large, lighted displays, and it gets even more complex. The Holiday Lights’ team has worked through each situation, with great consideration and support from staff and volunteers.
Weather
As expected, freezing drizzle puts fear in most midwesterners. Thick fog, snow, and subzero temperatures are other reasons the event might close (which is infrequent). For the most part, December snow has been light.
Even the wind can be challenging. There have been a few occasions of record-breaking wind speeds, but the natural shelter of the location does a great job protecting the event.
After a bout of dangerous wind chills, a policy was put into effect to close for the safety of volunteers. Folks in toasty warm vehicles sometimes forget how unpleasant it can be for our loyal greeters.
Helping Services prides itself in keeping visitors, volunteers, and supervisors safe, no matter where and what distance they travel from.
Weather Challenges
Llew Jenkins, 2005-2007 event director, feared that high winds could spell devastation to displays. As it turns out, one night there were 40-50+ mph winds. Wanda Hemesath recalls “we had just had a long day of putting up displays – it was all finished. That night, the most awful blizzard with hurricane-force winds struck.
I couldn’t sleep, thinking about all of those displays in the campground – how would they survive the storm? How would we get all those volunteers back together again? Right away in the morning I called John Jenkins, and he immediately went out to check the campground. Amazingly, just a couple of displays fell over, and were soon put back into place. I knew then that we had nothing to worry about.”
Traffic
The meandering layout of the campground makes for a fun and interesting drive through colorful displays. Volunteers, donned in yellow safety vests, stand near the entrance of the campground, directing travelers into the event off of Pulpit Rock Road.
Vehicles are directed to “keep right” and “keep taking rights.” The addition of guides (rope lights around paths and arrows) aids guests in maneuvering trickier loops. Dimming car lights and tuning into the FM stations (via a controlled transmitter) helps everyone enjoy the lights more.
In the first years, getting 40 cars a night was good. Now, breaking 200 cars a night is a regular event. The highest traffic numbers were seen in the year of the Covid-19 Pandemic, 2020, with a record-breaking 529 cars!
One visitor tells the story that the volunteers at the gate were “very convincing.” It was a bit confusing to see orange cones and people in safety clothing in the dark waving safety lights. He simply thought there was construction detour going on and dutifully followed the waving lights into the campground! He soon found himself driving through the beautiful holiday lights show.
Electricity
The question is most often asked, “what’s the cost of your electricity bill?!?” It’s true, running an event of this type can amount to big dollars.
The short answer is that when we switched from LED to incandescent, our bill started to noticeably drop. This decline is apparent on the chart below after the 2011 event. The transition to LED did not happen all at once, but rather, most over a two year time period.
There are many variables to consider when looking at cost: the kilowatt fee for electricity in a given year, the number of nights open, the number of displays and other lighting in use, and the hours open (which have fluctuated).
Looking at electric bills years 2005-2015:
- Highest: 2006 for $2418.39 (39 nights and 31 displays)
- Lowest: 2014 came in at $407.62 (with 25 nights open and 52 displays)
Not included are two displays that were placed outside of the campground each year. In addition, lighted candy canes, snowflakes, rope lights, and added floodlights also consumed energy.
The number of displays has more than doubled since the opening in 2005. The Walk Through Night, featuring hot soups in roasters and other appliances, has bumped the bill up. Electric costs are less than $800.00 [2023 statistic], an impressive decline from where the event first began.
For many years, the program featured electric sponsors. Alliant Electric stepped in 2017 and became the sole electrical sponsor.
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Displays were distributed across campsite electrical outlets (thanks to the infrastructure of the campground). The first years, staff walked out to distant shut-off locations they lovingly referred to as “LIttle Siberia”. It goes without saying, closing down the event at night was not a favorite activity.
Eventually, a single, bigger breaker box was added where lighting could centrally be shut down (much to the joy of Helping Services staff!).
Another box was added in 2023 in the center of the campground for improved load distribution. This was due to the growing base of larger recreational camping units and increased electrical device usage by campers.
This coincided with the construction of a solar panel field adjacent to the campground. The City of Decorah anticipates future energy savings thanks to this. It is important to point out that the solar field does not store energy – this means that Holiday Lights will not be able to utilize the benefits of the solar panels.
Light Bulbs & Animations
The real stars of Holiday Lights are the thousands of twinkling lights and the amazing animations. The task of changing all those light bulbs falls on many dedicated volunteers. There can be hundreds of bulbs on just one display!
Bulbs are tested before the displays are erected. Otherwise, it would be difficult and dangerous to change bulbs near the top of the display. On smaller displays, maintenance people will patiently tote around ladders, looking for burnt-out bulbs that are within reach and change them.
Fun fact: The first displays were all white bulbs! They did not get changed to color until the transition to LED bulbs. This took place in the 2012-2013 seasons.
Fun fact: There are actually several shades of white-colored lightbulbs in the displays, ranging from pure white, white with yellow hues, to warm whites.
Fun fact: Red bulbs are the most expensive to replace, followed by clear, yellow, green, blue.
Fun fact: LED bulbs are stronger than the glass of incandescent bulbs, leading to less accidental breakage.
Bulb size is primarily C7 and C9 bulbs, with C7 comprising the bulk of the displays. C9s are larger than C7s and are more ideal for larger displays to match the scale, such as the Tunnel of Lights.
PICTURE CAPTION: Looking back to old event photos, it’s an interesting landscape contrast from the white lights to today’s colorfully-lit displays.
Honorable mention goes to the floodlights that light up the display sponsor signs. These can burn out, get covered with snow, get smashed, or set off-kilter by real deer in the campground.
How long do bulbs last? Sorry! We don’t have that answer. We do know that the LED lights last much longer than the incandescent bulbs do.
How many lights are there? Thousands. It’s probably the question asked the most. At one point, this was tracked, but is not a priority.
Quality counts! Different displays have a different style of connection points on the display frame. In addition, the plastic bulb cover and the bulb itself can range in quality. New bulbs are purchased every season, as needed for replacement. These come from the same source as the display manufacturer, which is now Winterland.
ANIMATIONS
As for the animations, they rely on controller units. Controller boxes control the animation sequences, such as the snowboy kicking a football. The more “functions” the more animated movements. On occasion, these units can fail. If one of the functions fails, the unit can still be saved as a backup for a display with less functions.
LED lights actually make it more difficult to pull off a smooth animation sequence. Each part of the sequence must turn off and turn on at the right time. The maintenance team noticed that some animations with LEDs lagged between transitions, fading off slowly instead of shutting off quickly.
Amazingly enough, the answer to this problem was incandescent lights. Adding a few last bulbs of this type to the end of the string triggered the hard stop needed. In non-technical terms, the LEDs were still holding “juice” and not releasing fast enough (the incandescent bulbs didn’t have that problem).
You can see the magic of this in the Tunnel of Lights display. Just a few incandescent bulbs near the bottom of each leg do the trick, making for a beautifully timed light show. The next time you drive through the lights, appreciate the wonder of technology!
Signs
We would be remiss in not mentioning the sponsor and event signs in the campground. Local sign company, Letterwërks, have been with us since the first Holiday Lights. Yes, the inside of their business really does look like Santa’s workshop! A big thank you to them for being with us all these years!
Setup and Teardown
The first year, Brandano, a company from Florida, came to Iowa to help volunteers set up the lights and give direction. After that, Helping Services and John and Llew Jenkins were on their own.
Finding volunteers became a monumental task. There were plenty of jobs that needed muscle power and team effort. Fortunately, there were people eager to help.
SETUP TEAMS
Single community setup days eventually made way for multiple setup days. Wanda Hemesath, city clerk, was responsible for organizing many of the first groups. Her efforts overlapped with Dennis “Oz” Osmundson when he came onboard.
Oz slowly started building a network of permanent small groups, many of them businesses that were seeking community service projects during the work week. This was easier than getting volunteers to give up their weekend time.
Spreading out the groups across the month of November proved to be the best, more manageable approach. Passionate volunteers continued to show up, working on solo jobs and sharing their skills. Businesses such as Hal Roberts’ Son, Farm Credit Services of America, Driftless Gardens and Stevenson Tree Care have made it a recent tradition of offering their staff time to help with the annual set-up. Another key helper in the set-up process is the Joe and Kathy Schwartzhoff Family who help put up the Tunnel of Lights display every year.
Over time, tips and tricks were learned to make things go smoother. The setup crews found that it wasn’t necessary to put the stakes deep into the ground. Once the ground froze, it really made it difficult to pull them out. Maintenance crews have even gone as far as attaching horizontal brace “stops” to prevent crews from pushing stakes too far into the ground.
These amazing groups and individuals are recognized every year under “Donations of Time, Talent, & Energy” in the program.
IN GRATITUDE
Helping Services appreciates the partnership with the City of Decorah, and everything City employees do to make this event successful.To them, we are sincerely grateful.
TEARDOWN CREW
In 2009, the Decorah and South Winneshiek wrestlers were asked to “take down” (love the pun!) the displays. The strong muscles of these young guys and gals made for short order of the job. The ability to tap into this resource was a key reason that the lights ended on Christmas (or shortly thereafter) while students were still on holiday break.
There were years that the teardown process was made difficult by weather. If there was a large amount of snowfall, pulling up cords from under the crusted snow could be exhausting. If a storm was expected, maintenance staff and helpers might start the tear down earlier than planned. Both wrestling teams still help to this day, making it an annual tradition and marking the conclusion of Holiday Lights for the year.
Storage
Thirty-three displays (the initial purchase) needed a place to go after the event. The first year, the displays were stored in the Decorah old creamery building, just blocks away from the Helping Services location on East Main St. in Decorah.
As it was inefficient to reload the displays every year and unload them, better solutions were sought. Brad Wicks, from Wicks Construction, generously donated a semi trailer. The displays could be hauled away after the event takedown, and then neatly picked up in November from the Wicks’ property. Display storage has now expanded to three semis. [2024 stat]
Nightly Volunteers and Workers
Finding nightly greeters has never been a problem. In fact, some people call early to reserve their spot! The opportunity to volunteer appeals to youth groups, churches, community organizations, friend groups, and businesses. We estimate 350+ people donate their time on nightly shifts, in addition to Walk Through Night and setup/take down volunteers.
Kathy Schwartzhoff, former mentoring staff, coordinated volunteer signups for many years, along with Amy Bruening. Amy has continued the role, now working closely with staff Jane Storlie.
Nightly supervisors consist of Helping Services staff, board, and individuals with close ties to the agency. In the beginning, it was only administrative staff working 5-6 nights each. Adding more supervisors has balanced the workload.
Maintenance staff are also at the nightly event, – it’s the best time to see lights that need to be replaced or fix issues.
Keeping volunteers warm and comfortable
Keeping greeters warm was a major concern. In 2006, John and Llew Jenkins (event directors) borrowed the Decorah Booster Club trailer. The idea was that the sliding windows would be perfect to take tickets and donations – and keep volunteers warm.
It was still difficult to heat, frozen locks were common. It ended up being just a warming house, pulled off to the side. Greeters found it easier to stand to access vehicles.
This trailer replaced the Wick’s Construction trailer used the first year. Although heaters and hot chocolate were offered, the construction trailer was a poor defense against the bitter cold.
In 2016, nightly workers were allowed to use the campground office building. This was a game changer! It offered room for supplies, and also a place for hot drinks, treats, and hand/foot warmers for volunteers. As there is no running water in the campground in winter, a porta potty offers the most basic amenity.
A small, 3 sided plywood shelter provides a wind break when greeting cars. Visitors love driving up to see volunteers warming their hands by a fire ring, and hearing holiday music in the background.
Volunteers greet the cars, thank them for supporting Helping Services, and ask for a freewill donation. They then tally cars and direct visitors on. On slow nights, visitors are welcome to loop through the light show again.
There are many aspects worth highlighting about Holiday Lights. As a whole, they make the drive through one big, magical experience!
Displays
Every night, visitors come from near and far to see the wonder of the holiday displays. These bigger than life depictions of Santa, elves, snowmen, and reindeer can range in size from 5 to 25 feet tall.
They fill the night with blinking lights and charming animations, capturing the wonder of the couples, friends, and family that travel through.
Every event of this type needs a feature display, and for Holiday Lights, it is the Tunnel of Lights. Consisting of eight rings, the lights are synchronized to light in order from first ring to last, making an exciting drive-through experience.
When new displays are added, the business of the new sponsor is considered. Custom designs are possible, like the Decorah Eagles theme.
Great thought goes into the placement of the displays. It really is important to know each display well and how it fits into the campground setting. The non-animated displays can act as “fillers” for inside loops of the campground. Animated displays need solid backgrounds to look their best. Care is also taken that displays don’t compete against each other, staggering them for best viewing.
As expected, animated displays cost more (see the section on animations for more information). Finding the right balance between non-animated and animated displays is part of the planning process.
Placement decisions start from a working map, and are moved around each year. Surprisingly, many visitors will remark that they think a display is new, when in fact, it has always been there. For the planners, it’s best to view the lighted displays in action. Displays are often moved around again, even before opening night.
Music in the Park
What is a holiday drive through light show without holiday music? This feature faced a few hurdles before it morphed into what it is today.
John Jenkins remembers trying many things to get this to happen. Music was first piped in through a stereo speaker, placed near the greeters. Handing out CDs to visitors to enjoy was one idea (which had to be retrieved by volunteers when the tour was completed). Another time, radio station KDEC offered a special Christmas session of music especially for Holiday Lights visitors.
Occasionally, Santa would bring his own radio, just to fill the quiet night with some holiday atmosphere. A three-disk player helped to extend the time, but it wasn’t ideal. The speakers had to be placed out the window of the Santa house (not an electronic-friendly move for what was considered an indoor system).
Dennis Osmundson proposed the idea of an FM booster, after visiting the light show in Mankato, MN. Visitors simply tuned to a radio station to enjoy holiday music.
Thoroughbred DJ, knowledgeable about everything music, was able to help set up an FM transmitter for the 2017 event. In addition, they generously provided a holiday music collection. Helping Services set up a laptop to run the software that connected to the transmitter.
The pre-programmed FM station had just enough range to reach the campground limits. This meant that visitors enjoyed the tunes, as well as greeters and Santa listening from portable boom boxes. The system was improved later with the addition of more robust, outdoor radios.
The event now subscribes to a seasonal online music service. This service allows the playing of copyrighted music in public spaces, with a playlist we compile ourselves.
At this time, Holiday Lights does not feature synchronized music to animations. But who knows? That could be the next big evolution of this favorite northeast Iowa event!
Santa
Believe it or not, in the early years, Santa was scheduled every night of the event! At that time, Holiday Lights was open only during peak times, such as weekends and into the last two weeks before New Year’s Eve.
Each Santa helper has collected memorable experiences, and we wish we could share them all here. Most of them have not only volunteered at Holiday Lights, but in local communities throughout northeast Iowa.
These days, you can visit Santa Friday, Saturday, and Sunday evenings before Christmas, 5-7:30 pm (or later on busy weekend nights).
Santa House, Mailbox, & Sleigh
The first year, Santa was positioned on the far west of the campground, with no shelter. The hill that Highway 52 traveled on did offer some protection. Other spots were experimented with, finally settling on the east side near the Upper Iowa River. This location provided a bigger loop for Santa visitors.
For many years, Spahn & Rose Lumber Company of Decorah donated the use of a small, portable building for Santa. The structure needed to be delivered every November, and then picked up by them. In 2018, Helping Services purchased the building with a mutual agreement of shared use with Pulpit Rock Campground.
The structure, surrounded by cute holiday cut-outs (donated by Brad and Darcy Wicks) adds a festive touch. On colder nights, Santa can step in to warm up if traffic is slow.
Santa mailbox. After several years of children delivering wish lists into Santa’s hands, it was decided to make it official: we would get a Santa mailbox. Near the Santa house sets the mail receptacle for letters. It arrived for the 2020 season from an anonymous donor. ArtHaus director, Shannon Durbin, added a holiday-themed design to it.
Santa sleigh.
Ben Krouse-Gagne found the Santa sleigh on Facebook Marketplace in Winona, Minnesota. The ad read:
Antique 19th Century Portland Cutter Carriage Sleigh
Antique 19th Century Portland cutter sleigh sled and carriage with locking doors, shafts and poles. Beautiful eagle heads on dash and various areas, rein rail, side rails, arm rests, side steps and tufted seat.
She was a beauty, despite the faded paint and worn upholstery. The Holiday Lights team had to have it! The sleigh was soon bought and in place for the 2020 event. In the year of the Covid-19 pandemic, it was a welcome distraction, adding whimsy and fun.
In 2023, Michael Barry (owner of Millville Body Shop and spouse to former staff Lori Barry) used his automotive painting experience to breathe new life into the old sleigh. He chose a bright Christmas red color for the sled, painting the springs black and accenting the trim in gold.
In addition, Michael took the time to seal the wood that was separating to prevent further damage. In Lori’s words, “It is beautiful… I am in love with it and it will be a great addition to the display for Santa!”
For many years, visitors asked if they could walk through the lights. The Holiday Lights team loved the idea, but couldn’t figure out how to make it work. There was no sidewalk through the park. If a walk through night were to happen, the event would have to close to traffic.
Finally, it was decided a separate event would happen – the night before Thanksgiving. A committee was formed: Dominique Bockman, Kirstie Bowers, Randy Schissel, and Helping Services’ staff Dennis (Oz) Osmundson, Jane Storlie, and Renee Matt.
DECO Products was interested in backing the event as the overall sponsor. In addition, DECO employees offered to volunteer extra help for the night.
The walk-through was promoted as a “sneak peak night”, open from 5-7:30 pm. The newspapers advertised “take this one-time chance to walk through the dazzling lights!” Radio ads cued in with the theme to “Pink Panther” (aka sneaky music) with the message “It’s the perfect time to capture a family Christmas photo next to your favorite display!“
WTN: The Food!
As owners of the popular T-Bock’s Bar & Grill, Mike and Dom Bockman had no problem dreaming big. Dominique envisioned visitors strolling through the park enjoying steamy soup and hot chocolate. She thought the addition of warm food, cookies, and holiday drinks would bring a special atmosphere to the night.
The first year things were kept simple, with just a couple of soups and hot chocolate. Kirstie Bower jumped in, rounding up donations of cookies.
The following year, Dominique was even more confident. She reached out to fellow restaurant owners and secured roasters of soup featuring everyone’s very best recipes. Dominique also solved the problem of extra help, by asking the owners to serve their specialties. Featuring local eateries was a big hit!
In later years, other specialty foods made an appearance, like Euphoria Coffee and ice cream by the Sugar Bowl.
Dominique was right, food made the event even more magical. Wide-eyed visitors were surprised to discover that it was free. Every year, guests arrive early to not miss out on the goodies – and happily drop in a donation to the event.
Walk Through Night Magic, a Beloved Northeast Iowa Tradition
The real secret to the event is that everyone wants to be a part of it. Finding volunteers has never been a challenge, even the night before Thanksgiving. The event quickly sets up, with everyone carrying out their jobs seamlessly.
Visitors enjoy the night, looking forward to bumping into neighbors and old friends. Just as quickly, the event closes down, and visitors scurry off in anticipation of family celebrations the next day.
The Walk Through Night has turned out to be a phenomenal, community-building celebration, growing larger every year. The event has doubled attendance each season, from 235 visitors in 2015 to 3,148 visitors in 2023.
WTN: Special Features
In addition to food, other ideas contribute to the special night. Santa is invited to the event, his first appearance of the season. Photographers snap pictures of kids and families with the jolly elf.
The iconic Pokey Pete Train delights children (and their parents), thanks to the Decorah Lion’s Club. Sponsors have an opportunity to stand by their displays, greeting visitors.
Eventually, a live nativity was added, thanks to the efforts of Jack Barloon and St. Benedict Catholic Church. Local high school and community choirs take shifts entertaining crowds with favorite holiday music.
Photo opportunities have been added, such as holiday props for kids. The committee continues to explore more ideas to make it a fun and relaxed night.
WTN: Safety, Lighting, & Traffic Control
The shortage of parking has proved to be the biggest challenge of this event. Visitors have been encouraged to park at the soccer parking lot and Twin Springs parking lot. Through a partnership with EARL Transit, visitors are shuttled to the front gate, or can opt to walk.
As the event grew in size, better traffic control was urgently needed. In 2019, employees from Hall Roberts’ Son from Postville, Iowa (led by general manager Chris Hoffert, also a past HS board member) delivered an experienced team of traffic controllers. They help guests safely cross Pulpit Rock Road. With a safety first attitude, Chris and his team are the true superstars of the night!
Dark pathways were a serious concern. Portable light towers help increase lighting where needed (loaned to the event by local businesses).
Ben Krouse-Gagne, worked with the City of Decorah Police to have a presence at the event. Fire Department/EMT park their safety mule vehicle with flashing lights at the front gate, warning drivers to slow down.
The last safety precaution had to do with the 2020 Covid-19 pandemic. After consulting with the City of Decorah and Winneshiek County Public Health, it was decided that the Walk Through Night would not happen. Instead, the Holiday Lights team opened Holiday LIghts one night early, and handed out goodie bags in lieu of the WTN festivities.
The Walk Through Night has grown far beyond any expectations. It is the perfect kick-off to the drive through event!
Community Setup Day 2005-2015
A community setup day was envisioned as a group effort by volunteers to assemble and erect displays throughout the park. It included persons from all backgrounds, including Luther College students, volunteers, and Helping Services’ staff.
Wanda Hemesath, city clerk, made dozens of phone calls, signing up volunteers to work groups. In tandem with John and Llew Jenkins, enough volunteers were secured for a Saturday setup.
Dennis “Oz” Osmundson joined forces with then president Larry Grimstad of Decorah Bank & Trust. Larry penned the letter that was sent out to individuals, asking for setup help.
Initially, the setup was completed in one big day. With the addition of bigger and more complicated displays, this became impossible. Very early on, the larger displays needed their own experienced crews. This left smaller teams to handle the smaller displays, which was still ideal for a community day.
From 2006-2015, Roger and LeAnn Espe catered the community setup day events. Wanda Hemesath, city clerk, could be seen buzzing around on a golf cart, offering the famous “Norske” bars, coffee, and juice to volunteers.
Participants looked forward to the event, and the camaraderie of a shared meal and a job well done. Eventually, the Community Day was phased out in favor of smaller, easier to manage groups that came throughout November.
Taken from a November 2014 press release:
“Over 80 community members recently volunteered for the Holiday Lights setup day. Teams joined together to raise up their favorite displays in a morning of fun, hot chocolate, and teamwork.”
Holiday 5K, 2010-2014
The idea of a holiday 5k was proposed by Randy Schissel, to then Holiday Lights event director, Dennis “Oz” Osmundson. Randy had been familiar with other themed 5ks, and thought it would be a lot of fun to host one.
And fun it was! Many people showed up the first year in holiday costumes, including pets and even Santa. The event was promoted as a walk/run for the whole family looking for something to do on Thanksgiving weekend. The entry fee was intentionally kept low to keep it affordable for families.
The event ran for four years, trying out different days and times during the Thanksgiving weekend. Beautiful November days attracted up to 200 participants; poorer weather days did not.
Finding volunteers was a challenge. Combined with the unpredictable weather and logistics, Helping Services chose to discontinue the event. Their eyes were focused on something bigger – a walk through night that would attract more people and appeal to a broader audience.
In 2015, Holiday LIghts launched its first Walk Through Night – an event that would grow to attract nearly 3,200 visitors the night before Thanksgiving [2023 stat].
Covid-19 Pandemic (2020)
The decision was made to continue Holiday Lights during 2020 when almost the entire nation was shut down during the Covid-19 pandemic. With volunteers working outside, and families safe in cars, the event went forward.
Consultations with the City of Decorah, Winneshiek County Public Health, and volunteers were considered to make the event as safe as possible.
Fireworks were scheduled as usual. The decision was made to cancel the Walk Through Night for the 2020 season, but open it up, instead, to drive through. Gift bags were handed out on this night in lieu of the Walk Through Night festivities. This promotion guaranteed a traffic jam and folks arriving early to get the limited bags.
Santa still remained at the event, but advertised as “Santa will be safely waving from the sleigh – can’t wait to see you up close next year!” Extra guards were put up to add distance between Santa and the cars to discourage close contact. No candy canes were handed out.
Event greeters were asked to wear masks, generously sanitize hands, and keep a distance when approaching vehicles for donations. Greeters were also requested to limit the number of people in the warming house. If workers identified as feeling ill, or had been exposed to Covid, they were replaced with healthy volunteers. Supervisors were given a list of what needed to be sanitized every night in the warming house.
Despite best efforts, key Helping Services’ staff came down with Covid, right at opening week. Healthy staff doubled up their time to cover for the ones quarantined at home – we can’t say thank you enough to them!
It turned out to be a record-breaking year for Holiday Lights, in both number of cars (529 in one night!) and money raised. As “the only game in town” visitors returned multiple times, happy to leave their homes.
Fireworks, 2014-2023
The first fireworks marked the 10th anniversary of Holiday Lights, in 2014. Not only did the fireworks celebrate this milestone, the idea was to bring an economic benefit to Decorah. Many visitors did patronize local businesses while in town.
Jerry Kelly and family donated the fireworks, in part with other sponsors. Jerry volunteered his pyrotechnic experience to set up and launch the fireworks from Pulpit Rock (with permits and insurance in place!). With help from volunteers on a Saturday, his small crew carried up supplies to the scenic overlook.
The fireworks from that location proved to be a beautiful event. Visitors from inside the campground stopped their cars to enjoy them, others watched from the soccer fields. In the video below, at 6:22, the fireworks conclude, with happy visitors honking cars and the video panning over to the displays in the park.
Mick Layden took over the fireworks in 2019, continuing to light them off Pulpit Rock. In 2021, Helping Services sought approval from the City of Decorah to move the fireworks location to the dike next to the Upper Iowa River (near Decorah High School).
The dike had easier access for the fireworks crew. In addition, visitors could sit in the high school football stands to enjoy the show. Ben Krouse-Gagne, director of Holiday Lights, could access the PA system to welcome the crowd. It also gave an opportunity to promote Holiday Lights and the programs that Helping Services provided.
Helpers collected free-will donations. Decorah Athletic Boosters opened the concession stand, selling hot chocolate and popcorn. A good time was had by all.
The last fireworks were held in December 2023. A few reasons led to this decision. One, was that the event was subject to the availability of the stadium, which was infrequent and in the middle of the week. Rising insurance costs and wanting to focus more on the drive through event were other reasons.
Past Promotions
Over the years, different promotions were tried out, hoping to attract visitors. In the end, organizers realized that people were happy just to visit the lights.
A memorable handout involved a partnership with local artists/musicians. In 2008, Benji Nicols (co-owner of “Inspired” magazine with wife, Aryn) worked with artists to compile a holiday CD. These were handed out at the drive-through to each car with a donation of $10 or more.
For a few years, Santa gave out a coloring book to kids. It included pictures of displays and information about Helping Services programs. The talented Erin Corradi, staff communications specialist, created them.
In 2014, a deck of cards was handed out at the lights with the Helping Services logo, celebrating the 10th anniversary. In 2020, the year of the Covid-19 Pandemic, in lieu of the Walk Through Night, a Holiday Lights bag with fun freebies was handed out.
A grand prize grocery giveaway was promoted for many years. The team felt that groceries might fulfill a more realistic need during the holidays. Fareway, Walmart, and Quillins participated with winners selected for each store.
Handing out hot cocoa to visitors on Thursday nights was short-lived. After a few spills in cars this idea was eventually dropped. We’re happy to report that it does work well for the Walk Through Night!
Holiday Lights directors will be the first to tell you that this event is not possible without the dedication of volunteers and Helping Services staff.
Event Directors
John and Llew Jenkins, 2005-2007 seasons
Llew and John had the overwhelming task of getting the event off of the ground. They credit the support of all the people who really wanted to see this event work in Decorah. Llew is most proud of making her goal of paying off the initial investment of the displays in three years. Llew and John remain passionate about Decorah and its bright future.
Dennis (“Oz”) Osmundson, 2008-2017 seasons
Oz officially assumed management of the lights the fourth season of operation, with hands-on assistance from Dave Runyon. Oz had an amazing network of connections, thanks to his days as a high school biology teacher, wrestling coach, and South Winneshiek School athletic director. His friendly disposition gained him long-time volunteers, shaping the event into what it is today.
It was Oz who pushed for a freewill donation, discontinuing fixed entrance fees. Oz took the initiative to explore other area light shows to glean ideas that would make the Decorah event better.
Ben Krouse-Gagne, 2018-2023 seasons
Ben was hired as Director of Community Engagement, replacing Dennis Osmundson. Ben continued to bring in new sponsors and connect new people to the event. He contributed to growing the Walk Through Night by adding new food sponsors, and improving the safety of the event with portable lights and police presence.
Ben will be remembered for locating the vintage 1800s sleigh, now on display at the Santa house, and overseeing its new paint job. A mailbox for santa letters was also added during this time.
Helping Services Directors
Behind the scenes, Helping Services’ directors give valuable input and support to the Holiday Lights event. They lead by example, working side-by-side with volunteers on setup and take down, and serving as nightly supervisors.
Dave Runyon, Executive Director. 1988-2015
Carson Eggland, Executive Director 2015-present
Workers consist of Helping Services staff, part-time seasonal help, and volunteers. All are vital to the success of the event.
Setup and Maintenance Staff
For the first few years, the event ran solely with volunteers.Their enthusiasm and hard work could only go so far. The Helping Services’ Board, concerned with Dennis Osmundson’s workload and a shoulder injury, encouraged him to find part-time paid help. Ideally, the right person would have strong mechanical and electrical skills.
Tim Mueller, 2011-Present
Fortuitously, Oz left the meeting and ran into Larry Ingvalson, who provided lawn care for Helping Services at the time. He asked Larry if filling this position was something he would be interested in. He said no, but pointed to his friend, Tim Mueller, who just happened to be running the lawn mower at the time.
In Tim’s words, “Here these two fellas were looking at me as if I had done something wrong!”
Oz walked over to Tim and proposed the idea to him. One week later, an informal interview took place and Tim was hired for the 2011 season. It came to be one of the best decisions in event history.
Tim’s attention to details and pride in the Holiday Lights event is evident. He endlessly scans the displays for burnt out lights and patiently makes sure that animations are running correctly. Tim gives input for optimal placement so each display shines its best. His amazing skill set proves to be a valuable asset when he bulks up frames and pulls out his welding torch.
The bonus of having Tim, was also having his wife Barb’s help. Behind the scenes, Barb keeps meticulous records important to the event.
Jack Barloon, 2015-present
When long-time electrician, Jack Barloon, retired in 2014, Tim Mueller suggested to him that he help out with Holiday Lights.Tim knew that Jack’s special knowledge would be a great asset. The pair made a good team. Together, Tim and Jack have managed thousands of feet of electrical cord, with Jack balancing electrical load limits throughout the park.
Having two employed, part-time mechanical/electrical gurus help strike the perfect balance. With Tim and Jack’s top-notch problem solving skills, the amazing duo can face any challenge. At times, they know when to tap into other talent. For those unnamed individuals, we are grateful!
Office Elves
Just like the North Pole, our office elves are busy all year round, getting ready for the Holiday Lights season. Their most important job: contributing ideas that make the event better!
There is much to do: managing contracts, ordering supplies, attending meetings, handling advertising/social media/website, designing programs and posters, endlessly editing and proofing, tracking timelines, helping out at the campground, and supervising nights.
Our office elves are loyal and dedicated. Their long-term relationship with the lights gives them an intimate understanding of the ins and outs of this ever-growing event. We are thankful to:
- Terry Casterton, Fiscal Manager, 1998-2022
- Kristie Baumler, Technology Support 1998-2008
- Julie Dotzenrod, Admin Assistant 2004-2007
- Renee Matt, Technology/Website 2006-present
- Erin Corradi, Communications Coordinator, 2009-2017
- Katie Lawless, Admin Assistant 2010-2015
- Jane Storlie, Admin Assistant 2014-present
- Meagan Hammel, Fiscal Manager, 2022-present
Volunteers
It would be impossible to mention every wonderful volunteer that has touched the Holiday Lights event. Volunteers cover setting up and taking down displays, taking care of maintenance, and work as nightly greeters. In addition, we thank everyone connected with the Walk Through Night, and even Santa himself!
Every season, we list these important people under “Donations of Time, Talent, & Energy” in the Holiday Lights Program.
To all of them, a very special THANK YOU
Engagements. The background of the lights makes a magical setting for marriage proposals. There are a few engagements that we know of, and probably some that we don’t! We are honored that these visitors have chosen the Lights to make for a special memory in their lives.
A thankful client. One evening, while an employee was opening the front gate, a jogger happened to run by. The woman stopped and asked the worker’s name. She provided it and said she worked for Helping Services. The anonymous woman expressed her gratitude for the lights and helping her in a domestic violence situation. It was a moving encounter, one the individual has never forgotten.
A new sponsor. On pre-opening nights, the Lights are often turned on for testing and changing bulbs. It sometimes attracts random visitors as they think the event is open. On such an occasion, a driver hesitantly drove in, puzzled by the displays. The event director greeted him, and the man asked, “What is this? This is amazing!” The director explained the event and that it supported Helping Services.
Although the man had local connections, his business was out of state. He was so impressed, however, that he wanted to be a part of it. Since 2013, he has been a dedicated sponsor of the event. His story is not the only one. After others visit, they too, ask how they can be a part of the magic. Maybe you’re next? [LINK TO BECOME A SPONSOR PAGE]
Special letters. On occasion, we receive a letter of thanks for the lights. These serve as reminders how important this event is to our visitors.
A Letter From a Grateful Visitor
My family and I would like to thank you all for the hours and hours of dedicated work. Santa made the evening special for my 3-year-old granddaughter. He was wonderful and we so enjoyed his visit with her.
This is a token of gratitude for a wonderful evening. Also, for the help I received when I so desperately needed it many years ago.
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This history was compiled by Renee Matt with interviews with Dave Runyon, Linda Watson, Joe & Kathy Schwartzhoff, Dennis ”Oz” Osmundson, Larry Grimstad, Tim Mueller, Jack Barloon, Perry Novak, John and Llew Jenkins, Wanda Hemesath, Carson Eggland, and Jane Storlie.
