VAN BUREN, Maine – Last year, the Van Buren Revitalization Association tried out a new “Christmas in July” summer event and, with an estimated 1,500 in attendance, the reception exceeded expectations. Organizers are now planning a second event this summer.
The summer celebration is set for July 27 from 2 p.m. to 9 p.m. at the Van Buren Boat Landing. The festivities will include live music, several local vendors, a duck race, cornhole tournament, bounce houses, and a visit from Santa.
Other events will also be held around the festivities, with a “Glow Run” planned for the evening of July 26, and an outdoor pickleball tournament the following morning. A farmer’s market and craft fair are also planned.
VBRA public relations spokesperson Leslie Beaulieu said last year’s event was a big success.
“Overall it was a huge undertaking, but with all of the clubs and organizations pitching in and having their own booth it was very manageable overall,’’ she said. “We had people of all ages attend and really enjoy themselves.”
The event takes its name from Van Buren’s former moniker, “Christmas Town.” The small border town got this name at its economic height in the 1950s when its downtown was full of unique stores where many would do their holiday shopping.
Community members and groups like the Van Buren Revitalization Association, have been working to bring back Van Buren’s “Christmas Town” name through a series of events. In 2019, the VBRA held their inaugural “Christmas Town” celebration the first Saturday after Thanksgiving. The event, which involved decorating empty storefront windows on Main Street, was received well and became an annual celebration that now includes a light parade.
Soon afterward, Beaulieu said the VBRA became an official entity with bylaws and officers. The association now consists of about a dozen members.
“We volunteer our time and resources to try to beautify Main Street in Van Buren as well as offer family events throughout the year,” Beaulieu said.
Other recent VBRA events include the town’s first Enchanted Forest Walk last year, and a Pancakes with the Easter Bunny event held earlier this year. Both events are set to continue in future years.
Beaulieu said they plan to make a few changes to the layout on the boat landing this year to improve the flow of guests.
“After we wrapped up the event last year, VBRA met and wrote down numerous notes of things we would change and things that worked well,” she said. “While it was very successful for the first year, there is always room for improvement. We just started discussing and planning last week and it’s going very well thanks to those notes.”
Town Manager Luke Dyer said during a recent Van Buren Town Council meeting that this year’s event should have a greater turnout than the first.
“We’re already growing,” he said. “I will not be surprised if we end up getting about 2,000 people here for the second year. A lot of people are on board and excited to be a part of it.”
