By Chris Spangler
First there was the “Miracle on 34th Street.”
This week, there will be “Magic on Jones Avenue.”
On Friday, Dec. 17, Jones Dairy Farm is hosting a Christmas extravaganza along the Glacial River Trail in Fort Atkinson.
Jones Market, 601 Jones Ave., is holding its second annual holiday event showcasing bright lights, refreshments, carolers and photos with the jolly old elf himself. The event will be held at the market and the lighted portion of the trail runs parallel with Janesville Avenue.
Jenna Broege, sales and marketing specialist at Jones Market, invites the public to stop by the Janesville Avenue venue between 3:30 and 6:30 p.m. Friday for a magical evening.
The trail is clear of snow and wheelchair-accessible.
“Children are encouraged to wear their pajamas so they’ll be comfy when visiting with Santa and Mrs. Claus,” Broege said. “There will be free ‘’Twas the Night Before Jones’ coloring books for children and candy canes,” she added.
In addition, youngsters should bring their Christmas wish lists to place in the mailbox for a special delivery to the North Pole, she advised.
Also on tap will be an outdoor tent in which local photographer Ryan Ebert will take family photos with Santa and Mrs. Claus. The cost is $10, with half of the proceeds going to the United Way of Jefferson and North Walworth Counties.
Cookies donated by the Pine Cone Restaurant of Johnson Creek and hot cocoa courtesy of Jones Market will be available for purchase, with proceeds again benefiting the United Way.
In addition, bell ringers will be accepting contributions to the Salvation Army’s Red Kettle.
Broege said that mascot “Porkchop Jones” will be on hand, as will live animals.
“We will have sheep, goats, a donkey and possibly a calf and friendly dog,” she said.
The animals are owned by Broege herself, as well as Mariah Hadler, sales and marketing manager at Jones Market.
“The animals will be on halters, so guests will be able to pet them,” Broege said.
While a lot will be going on, perhaps the most noticeable feature of the evening will be the animated LED lights display.
To the north of the lights presented by Jones Market will be displays courtesy of BKS Dental and the Fort Atkinson Rotary Club.
“BKS Dental will have a tent, where they will have goodie bags and a lawn game. Books on Wheels will be giving out books for young children, as well,” Broege said.
In addition, the Rotary Club is adorning its Rotary Depot along the trail with holiday lights.
While the “Magic on Jones Avenue” takes place outside, Jones Market will be open throughout the event for shopping, samples, restroom stops and warming up. Broege noted that all hams are 20% off the regular price throughout the end of the year.
This marks the second year that Jones Market has presented the “Magic on Jones Avenue.”
It began last year when Hadler and company President Philip Jones were brainstorming about events at the company store and how they weren’t able to do anything due to the COVID-19 pandemic.
“We wanted to figure out a way to cheer up the community and families. We initially talked about having lights throughout the farm and hayrides,” Hadler said.
However, the logistics were difficult, especially with the lack of electricity there.
“And it was Phil’s idea … why don’t we do it on the bike path? We got our team of elves — 10 or 12 Jones employees — together to install the lights, which are taken down in January,” Hadler recalled.
It already was early November, but Jones Market was fortunate to find a company with animated LED lights still available for between $600 and $1,200 each. The City of Fort Atkinson electrician then made certain the bicycle trail was set up for the display.
This year, BKS Dental asked if it could participate, and the answer, of course, was yes.
Among the lights presented by BKS Dental are gnomes, a snow globe and camper.
The Rotary Club also expressed interest, and members are to decorate the Rotary Depot Monday afternoon.
Hadler said the Fort Atkinson Lions Club also would like to participate in the future, so she and representatives of the Lions, Rotary and BKS Dental will be meeting in January with Carrie Chisholm, executive director of the Fort Atkinson Area Chamber of Commerce, to work out the logistics, such as who pays for the electricity and where the decorations will be stored.
“We anticipate that other businesses are going to want to participate, and we want to expand it and make the display sort of a tourist destination for the city of Fort Atkinson,” Hadler said, adding, “There are other cities around the state that have done that and we thought, ‘why not us?’”
She noted that along the bike trail near the Rotary Depot are two large pine trees the organization would like to light up.
“They would like to do a big Christmas tree lighting for the community, so we’re going to do some planning for next year and anybody who is interested is welcome to join us on a committee,” Hadler said.
“Instead of the ‘Magic on Jones Avenue,’ it might be the ‘Magic on Janesville Avenue,’” she added. “And who knows? It might extend beyond Janesville Avenue, so we won’t want to pigeonhole it.”
Meanwhile, this marks Broege’s first big event in her newly created post at Jones Market.
She started as an intern last summer after graduating from the University of Wisconsin-Madison in May with a dairy science and communications major.
The Janesville native said Hadler is “slowly letting go of the reins for some of these events” as Broege learns the ropes.
“I’ve done a couple of events, but not one as big as this,” she said, adding that her Facebook posts about Friday’s festivities are being well received.
“It’s outside, bringing people to enjoy the holidays together,” she said of Friday’s gathering. “We (Jones Dairy Farm) are showing what’s important to us: community.
“I am excited to bring people out onto the bike path to enjoy the lights, visit Santa and have fun. It’s going to be magical,” she added.
Marking the beginning of the Jones Dairy Farm holiday display, the entryway of the Jones Market, facing Janesville Avenue, beams with color. Chris Spangler photo.
Above four photos: Cheerful LED holiday animated panels — among them, some provided by Jones Dairy Farm and other, as a new addition this year, provided by BKS Dental — light a portion of the Glacial River Trail along Janesville Avenue in Fort Atkinson. The pieces are part of a growing display begun last year by Jones Dairy Farm in response to COVID-19. This year, area businesses and nonprofits have expressed interest in joining forces to extend the display and share in the holiday spirit. Chris Spangler photos.
A lighted tunnel in among attractions on the Glacier River Trail in Fort Atkinson. Contributed photo.
Jones Dairy Farm mascot “Porkchop Jones” makes a visit to last year’s “Magic on Jones Avenue” event. He is assisted by Jones Market Supervisor Leslie Willitz. Contributed photo.
Jenna Broege, having graduated from the University of Wisconsin-Madison in May with a dairy science and communications major, fills a newly created position of sales and marketing specialist at Jones Dairy Farm. This year’s Magic on Jones Avenue event is the first large-scale event led by Broege. Contributed photo.
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