ALAMOSA — Downtown Alamosa is shining brighter than ever this holiday season as 18 local businesses come together for the first Shine Bright Tree Decorating Contest. The initiative, organized by Visit Alamosa and in collaboration with the City of Alamosa Parks and Recreation, aims to highlight the community's character and sense of place this holiday season.

Trees adorned by 18 small businesses are currently on display in Downtown Alamosa and will remain on display through Jan. 3, 2024. The trees were lit for the first time on Dec. 1 during First Fridays, aligning with the Celebration of Lights.

“It was fun coming up with an idea for the tree that would be unique and eye-catching. It is a great way to get the community to interact with the local downtown businesses,” said Amity Nicholson, owner of White Shell Mountain Ranch.

Members of the public are encouraged to cast their votes for their favorite decorated tree once a day online at alamosa.org/first-fridays. Voting remains open throughout December, culminating on Dec. 31.

Winners of the tree decorating contest, featuring the creativity of 18 local businesses, will be announced on Tuesday, Jan. 2, 2024, following the conclusion of voting. The winning business will receive a sponsorship package for the upcoming Rio Frio Ice Fest. The second and third place winners will each receive a sponsorship package for the Summer's Beat the Heat BBQ & Brews event.

This festive contest is made possible with the collaborative efforts of Visit Alamosa, the City of Alamosa Parks and Recreation, and the active participation of these 18 local businesses: Altitude Appliance, Big Valley HobbyTown, Boys and Girls Club of the SLV, El Hefe’s Vape Shop, Kreative Kraftworks, Milagros Coffee House, Narrow Gauge Book Coop, No Limit Arcade, Purple Pig Pizzeria, Rainbows End, Roots by Blessed, Rousey Roulette, Spare Keg Brewerks, Sweetgrass Therapeutics, White Shell Mt. Ranch, Wild Boots by Olivias, Wild Roses - A Country Store and So Much More.

To be part of this festive tradition, and to vote for your favorite tree, visit alamosa.org/first-fridays.

For more information, visit alamosa.org/first-fridays or email [email protected].