THOMASVILLE — Billed as one of Thomasville’s greatest marketing events for downtown merchants, this year’s Victorian Christmas is projected to generate $1.2 million in revenue during the two-night, six-hour event.

The greatest expenditures will be in food and beverages at $460,000 and retail at $471,477, according to the Georgia Department of Economic Development Georgia Event Impact Calculator.

Victorian Christmas was begun 31 years ago by downtown merchants to encourage downtown shopping and dining, said April Norton, Main Street director.

“You can’t really do the same thing for 31 years and expect people to enjoy that,” said Sarah Turner, City of Thomasville events planner.

In addition to Broad Street, events will take place in 100 blocks of East Jackson and South Crawford streets, 100 and 200 blocks of West Jackson Street and at the city amphitheater off the 200 block of West Jackson.

Downtown merchants, hoteliers and restaurateurs agree Victorian Christmas is not only a boost to their businesses but to the community during the event and afterward.

The event is one of Grassroots Coffee Company’s most profitable times. Customers spill out onto South Broad Street.

Kerrie Fuller, Grassroots manager, said Victorian Christmas results in hundreds of customers each night, necessitating all employees being on duty. The business also sells coffee and hot chocolate on the sidewalk outside the business during Victorian Christmas.

“Absolutely it’s good for our business,” said Kathy Murphy, owner of Kathy’s Country Cobbler, also a South Broad business.

Murphy said people who might otherwise not consider visiting Thomasville come for Victorian Christmas. 

“What happens is they come back,” she said.

Customer who visits Murphy’s store during Victorian Christmas might not purchase anything during the event, but will return later and buy something for themselves or someone else.

A block away on North Broad Street, Pink Valise manager Ivey Fiveash said her store extends hours during Victorian Christmas, and it pays off.

Pink Valise makes a lot of sales during Victorian Christmas, but shoppers also return later to make purchases.

Victorian Christmas “puts Thomasville on the map,” Fiveash said.

George Mathes, owner of George & Louie’s restaurant downtown on Remington Avenue, said Victorian Christmas is “a special occasion.”

“It’s a great thing. I think it’s terrific,” Mathes said.

Business is particularly good at George & Louie’s on Thursday and Friday nights, but it increases significantly on Victoria Christmas Thursday and Friday nights.

“When people come to town, they’ve got to look for a place to eat,” Mathes said.

“We actually sell out from Victorian Christmas,” said Christie Headley at  Hampton Inn.

A couple and their grandchildren showed up at Hampton Inn last week to attend Victorian Christmas festivities to learn they were a week early.

“Its a great thing,” Headley said about the event.

People staying at South Eden Plantation and attending Victorian Christmas not only enjoy the event, but South Eden’s historic background and plantation atmosphere, said Gabrielle Sponaugle, who works in guest services and is a resort coordinator.

South Eden is booked for the holidays, as well as Victorian Christmas, Sponaugle said.

Senior reporter Patti Dozier can be reached at (229) 226-2400, ext. 1820