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Oct 19, 2024Make-A-Wish Iowa will no longer manage the annual Jolly Holiday Lights, passing the job off to the nonprofit's partner in the holiday show.
Winterland, Inc., the company that supplies all of the products for the light show, will now manage the entire event. The event became too much for volunteers at Make-A-Wish Iowa to manage, said Duane Groet, general manager of Winterland, Inc.
"We are trying to keep this thing going that has been around for 25 years," Groet told the Register on Wednesday.
Yes, for every $20-per-car ticket a minimum of $1 will go to Make-A-Wish Iowa. The nonprofit will also receive 10% of all sponsorships, Groet said.
The 2024 Jolly Holiday Lights kicks off on Nov. 29 and lasts until Jan. 4, 2025.
The 2024 Jolly Holiday Lights show will be at the Iowa State Fairgrounds. This will be the display's third location in as many years.
The new location will be at the campground and shouldn't back up traffic on University Avenue, Groet said. The space is also accessible, allowing for cars to get in and out with ease, he said.
Jolly Holiday Lights moved to Adventureland in 2016 after flooding at its original location, Water Works Park, canceled the 2015 show. It moved to the Outlets of Des Moines for 2023 and adopted a more immersive experience.
The aesthetics at the fairgrounds will allow the show to return to the original "drive-through park feel," Groet said.
More than 80% of the show will be new this year, with classics returning such as the Make-A-Wish sign, Groet said.
Since it is Winterland Inc.'s first year hosting the event the light show will be the only activity offered.
"Since it is our first year doing it, we don't know the market really well," Groet said. "So we are going with just a standard drive-through show this year to see how it goes and how the public responds. In future years we will expand and add outdoor experiences."
Kate Kealey is a general assignment reporter for the Des Moines Register. Reach her at [email protected] or follow her on Twitter at @Kkealey17.