When the holiday lights come down and temperatures drop, many downtowns experience a lull in foot traffic and retail sales. Business Improvement Districts (BIDs) across the U.S. have discovered that winter carnivals and festivals can turn chilly months into opportunities for economic growth and community engagement. Ice sculptures—whether towering monuments, interactive bars or sculpting demonstrations—can be the centerpieces that draw visitors and local residents alike. This guide explains why winter events work, how to incorporate ice artistry and what steps BIDs should take to plan a successful festival.
Understand the Benefits
Economic boost and free marketing. Festivals attract visitors who spend money both on-site and at surrounding businesses. At Minnesota’s 2011 Irish Fair, attendees spent an average of $50 at the festival and overnight visitors spent $170 on lodging and $38 on food and beverages . Visitors also post about their experiences on social media, providing free marketing for local shops and restaurants . Winter festivals can replicate December’s surge in pedestrian traffic and retail sales by offering themed days or weeks that encourage people to shop local (ref).
Community pride and social benefits. Festivals foster a sense of community pride and strengthen relationships among residents . They can teach visitors and locals about the district’s history and culture . Chris Romano of Thrivent Financial notes that few activities match festivals for building community engagement . BIDs that host winter carnivals not only support local businesses but also create shared memories that reinforce civic identity.
Creative placemaking. Successful winter events repurpose public spaces—streets, parks and plazas—to engage residents and stimulate retail districts . Examples include themed restaurant weeks, farmers markets adapted for winter and park programming featuring cross-country skiing, sledding, ice skating and live entertainment . These events often feature local food trucks and pop‑up stores, giving small businesses another channel to reach customers .
Design Your Ice Attractions
Showpieces and branding. An eye‑catching ice sculpture serves as the festival’s signature. Think of a giant illuminated centerpiece carved with the BID’s name or a symbol representing the district. Such sculptures command attention and provide a striking backdrop for photos—creating organic social-media promotion . Sponsors can carve their logos into secondary pieces, giving them exposure while offsetting event costs .
Interactive ice bars and luges. A bar carved entirely from ice becomes an instant gathering point. Guests enjoy specialty drinks served from the frosty counter while watching liquor cascade down a luge carved into the bar top, turning a simple transaction into an interactive spectacle . Engraved cubes or spheres branded with business logos add an extra touch of customization . These bars draw crowds and encourage social sharing—ideal for a festival atmosphere.
Live carving demonstrations. Schedule professional ice carvers to craft sculptures in real time. Spectators love watching a block of ice transform into art, and the demonstration can be paired with music or storytelling to create an immersive experience. Consider a carving competition among local artists or students to deepen community involvement.
Themed installations and activities. Tailor your ice displays to the festival’s theme. For a cultural celebration, freeze local flowers or symbols inside the sculptures . Multifunctional beverage displays keep champagne or craft drinks cold while promoting sponsors . Raw bar towers or seafood ice displays appeal to foodies and allow local restaurants to showcase their menus . Picture‑frame sculptures and face‑cutout characters encourage visitors to snap photos .
Plan in Partnership with Local Businesses
Engage stakeholders early. Meet with restaurant owners, retailers and cultural organizations to align goals and secure buy‑in. Highlight how festivals bring visitors who spend money on-site and off-site . Encourage businesses to offer festival-themed specials, extend hours or host mini‑events during the carnival.
Secure sponsors and funding. Approach local banks, corporate headquarters and community foundations for sponsorships. Offer brand recognition through ice carvings, stage banners, social media promotion and naming rights for stages or activities. Use tiered sponsorship packages to appeal to businesses of varying sizes.
Coordinate permits and logistics. Winter events require planning for power, water supply, street closures and public safety. Work with city agencies to obtain permits for road closures, liquor licenses and health inspections. Ensure there is adequate electrical supply for chillers and lights. Hire professional ice sculptors who understand structural safety and environmental conditions. Arrange insurance to mitigate risk .
Consider sustainability. After the festival, meltwater can be directed to rain gardens or used for snowmaking at local parks. Use energy‑efficient LED lighting for sculptures and encourage recycling of food and beverage containers. Partner with local environmental groups to educate attendees about sustainability.
Promote the Festival