Wellesley Retailers Band Together For New Community Celebration

WELLESLEY, MA — Without the cherished Holiday Stroll, Linden Square Tree Lighting and other traditional festivities, Wellesley’s community merchants have launched a new festive holiday concept: "A Festival of Trees - A Community Celebration."

Born out of creativity and resourcefulness, this program offers storefronts throughout Linden Square, Central Street, Church Street, plus Grove and Washington Streets decorated with scores of festive trees hand-cut from wooden pallets and similar materials. Each tree, adopted by a local business, community organization or charity, is creatively decorated to represent their mission and holiday vision.

In the spirit of cooperation that was necessitated by the pandemic, store owners from Linden Square and Wellesley Square met weekly via Zoom to compare notes on the latest resources to navigate the times, plan new ways to serve their customers and to encourage each other. While brainstorming, the team came up with the idea for the wooden trees that could be replicated across the area.

In addition to the merchants working together to craft and decorate these unique creations, community organizations and local non-profits are joining in the effort. The Wellesley Mother’s Forum, Ellie Fund, Wellesley Hills Junior Women’s Club, as well as the Wellesley Police and Fire Departments are just some of the groups that have adopted trees to decorate.

“Our hope is to create a memorable holiday experience where families can comfortably stroll outdoors throughout Linden Square and Wellesley’s downtown to view all the beautifully decorated trees. It’s important this year, more than ever, that we find ways to spread the holiday spirit in a safe environment,” says Matt Ehrie, Vice President - Regional Portfolio Manager for Linden Square’s owner, Federal Realty Investment Trust.

Demian Wendrow, volunteer President of the Wellesley Square Merchants’ Association added, “The idea came about out of necessity, just like a number of other new initiatives this year. We had to think differently, work harder and redouble our community focus. The trees are symbolic of all of us pulling together to ensure our town stays vibrant. The message of ‘#ShopWellesley’ has never been more important, and our hope is that our customers will join us and enjoy the new holiday look.”

For a list of participating merchants, go to https://shopwellesleysquare.com/festival-of-trees-2020/