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New name, focus for Geneva’s holiday celebration

Hundreds of people come downtown in early December each year to ring in the holiday season, with the arrival of Santa, horse-drawn wagon rides, caroling, and the mayor’s tree-lighting ceremony among the highlights.

The event returns Friday, but with new offerings and a new name: Jingle In Geneva, formerly Geneva Night Out Holiday Edition. The goal is to get more merchant involvement in the annual event, said Mark Palmieri, director of the Geneva Business Improvement District.

Palmieri noted that with Geneva Night Out no longer active, the Business Improvement District and its revived Merchant Association have spent time reaching out to urge more businesses to become involved in the holiday celebration, which runs from 4:30 to 9 p.m.

“We’ve kind of rekindled that group again,” said Palmieri, pointing to the work of members Terri Sindt, Patti Ely, Beth Haswell, Wes Greco, Kristen Wheeler, Yvette Ortiz, Katie Labbe and Lynn Anania.

The effort to promote downtown businesses as part of the holiday event, “is an outgrowth of the shop small, shop local” idea, said Palmieri.

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