Downtown Soul City, the merchants association of businesses along and near the Broad Street corridor, is continuing its mission to encourage Augustans to shop local, as well as spreading more than a little Christmas spirit throughout the Garden City’s central business district.

The Soul City Spectacular is its latest promotional event, right on the heels of the Small Business Saturday Crawl. Since Dec. 6, 26 downtown shops have garnished their windows, doors and facades with merry holiday trimmings, both to prettify the strip for the season and to invite locals to choose their favorite decorative designs.

“I think people are still feeling the emotional toll after Helene and so we wanted to provide an incentive for downtown businesses to help promote a sense of holiday joy and cheer,” said John Porter, executive director of Downtown Soul City. “I think we could all use a little more beauty and joy in our lives.”

A stroll down Broad Street shows a festive outdoor gallery of yuletide trimmings, from Farmhaus Burger to Field Botanicals, Mod Ink to David’s Men’s Wear, Book Tavern to Laziza Mediterranean Grill.

“I find it fun to participate in transforming downtown into a winter wonderland,” said Alexia Gonzalez, owner of The Earth Pantry grocer at 1026 Broad St., which has tinseled garland arched above its entrance. “When people see lights and décor, any time of year, it gives them the same feeling as watching a Hallmark movie – merry and light!”

Redemption Church presents a silhouetted Nativity in its window, while Michaels’ Emporium features trumpeting angels on display.
“We decorated to show people how to have pet friendly holiday decorations so that people with pets would still be able to enjoy the beauty of the holiday,” said Tonya Boswell, owner of pet grooming store Urban K9, currently hosting an elaborate Christmas diorama in its window.
A bit of friendly competition makes the winter land spectacle a little more interesting, as a panel of anonymous judges will evaluate the decorations, and present awards for the Most Creative, the Most Colorful, the Most Elegant and the Best Overall.
Moreover, to encourage shoppers to head downtown and peek at the displays themselves, Soul City invited the community to offer input and vote for favorites, either via QR codes at each location, or via the Soul City website. The resulting popular vote will factor into the final decisions.
“Then all the winners this year will get a small trophy with Santa Claus on it, saying they won,” said Porter. “So they’ll get a little bit of bragging rights, too!”
Winners of the Soul City Spectacular will be announced on Dec. 20.
Skyler Andrews is a reporter covering business for The Augusta Press. Reach him at skyler@theaugustapress.com.