Worldwide Leader in Seasonal Entertainment

About Us

Who we are?

Seasonal Activation Group specializes in Seasonal Experiences and Holiday Markets. We create and own attractions for each season and beyond that activate public parks, shopping malls, and town squares since 2009.

Our founders combine 40 years of experience in planning and managing holiday markets across multiple markets in Germany, France, Latvia, Norway, Canada and China. Collectively, these markets cater to 1.5 million visitors each year.

Whether we own and operate, or act as an agency, Seasonal Activation Group takes a local and inclusive approach to each activation. We deliver complete turnkey services, inclusive of market operations, vendors management, community programming, content and brand activation.

As Holiday Markets are becoming more and more popular in the US and Canada, Seasonal Activation Group is drawing on its successful track record across several markets in Europe to assist its partners in turning their spaces into spectacular destinations to attract and engage with shoppers during the busiest season of the year.

How we work?

We approach seasonal experiences from bold perspectives to deliver a 21st century magical destinations where innovation meets tradition.

Our formula combines innovative entertainment and interactive attractions, with a roster of exclusive and edited lineup of artisans, makers and chefs. Seasonal Activation Group delivers a unique transformational environment where the magic of the season or holiday comes alive in a modern style. Our program of events is targeted to families, children, and Seasonal Activation Group, along with exclusive offerings for corporate celebrations. A Seasonal Activation Group seasonal market is a must-see, must-visit destination for all.

Design-led, our markets are tailor-made to the targeted audience while embracing the local community groups. We breathe the spirit of holiday seasons to create rich place where local makers collaborate, exchange ideas, and showcase their wares. This is done while fostering community, transforming city spaces and providing a unique platform to help artisans and entrepreneurs succeed.

Our History

Seasonal Activation Group is an affiliate of Momentum Activation Group (previously ADP group) which was previously known as Knight Exhibitions. Prior to its spin-off from Mice Group plc in 2007, Seasonal Activation Group produced and managed Christmas Markets across several cities in UK, Holland and Italy.


Christmas Markets: an age old tradition

A Holiday Market, also known as Christmas market, Christkindlmarkt, Marché de Noël, Christkindlesmarkt, Christkindlmarket, and Weihnachtsmarkt, is a street market associated with the celebration of the Christmas and holiday seasons. These markets have originated in Germany in the 14th century as fairs to provide only food and practical supplies for the cold winter season. Soon the markets became a beloved holiday tradition and a great way to get into the Christmas and holiday spirits. Today, you’ll find Christmas Markets throughout Europe, Canada, in several cities in the United States and even in Hong Kong and China. They usually open in the last week of November and close down right after Christmas Eve on December 24th or run until end of December.

Value proposition to the hosting site

  • Strong differentiation advantage
  • Increase traffic to the venue and the neighborhood
  • Add or complement already existing retail mix
  • Economic benefits and community development value for the city
  • Revenue generation for the venue, park or city
  • Activation platform for local artists and crafters
  • Social place for people to meet and celebrate together

What to expect from partnering with us

  • Complete turnkey solution
  • Tailor concept and program to the location
  • Embracing local community groups
  • Preference for local vendors
  • Promoting community health and well-being, and contribution to local business development srategies
  • Top notch organization team
  • Sophisticated approach to marketing, PR and promotion

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