ST. LOUIS — November 8, 2010 — St. Louis’ newest holiday tradition returns to America’s Center December 3 – 5 and it will feature new attractions in addition to last year’s favorites. The three-day event will also feature a new name – sort of – with the addition of the Missouri Lottery as the 2010 presenting sponsor.

“Holiday Magic is a great opportunity to connect with the St. Louis community during the holiday timeframe and given the success of last year’s inaugural event we have great expectations for success during this year’s event,” said May Scheve Reardon, Executive Director of the Missouri Lottery. “It’s an ideal event for us to get involved with and we’re looking forward to officially kicking off the holidays at America’s Center on the first weekend in December.”
The 2010 festivities will offer a variety of entertainment and shopping options including a host of unique gift items, a full-size ice skating rink, full-scale carnival rides, and rides on a trackless train. In addition to a ski lodge-themed beer and wine garden, there will be hands-on arts and crafts projects for kids and photo opportunities with Santa, local celebrities, and mascots including Holiday Magic’s popular mascot Snowflake.
The weekend-long event will also include three full-scale entertainment stages featuring some of the best local choirs, bands, musicians and dancers, cooking demonstrations, and the Holiday “Pet”Acular featuring performances by the Purina Incredible Frisbee Dog Team.
“Building upon the success of last year we anticipate even more participation by local sponsors, attendees, and exhibitors,” said Brian Hall, Chief Marketing Officer of the St. Louis Convention & Visitors Commission. “The event is growing in popularity and programming and we look forward to making Holiday Magic a St. Louis holiday tradition.”
Additional event sponsors include: Amtrak, sponsoring the trackless Holiday Magic train that will run the circumference of the exhibit floor; Purina, sponsor of the Incredible Dog Challenge; and the St. Louis Rams, who will have Rams apparel and merchandise available for purchase on-site by holiday gift buyers.
Produced by the St. Louis Convention & Visitors Commission (CVC), Holiday Magic is a unique shopping and entertainment destination for families throughout the region. For more information, visit
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