Celebrating the Season: Holiday 2025 at Brookfield Properties

At Brookfield Properties, the holiday season is all about creating meaningful moments for the communities we serve. Across our shopping centers, cherished traditions and new experiences come together to spark joy—from beloved Santa visits to festive events that bring families, friends, and neighbors together. This year, our properties are once again transforming into vibrant holiday destinations, filled with the sights and sounds that make the season feel special.

A Look at the Season’s Magic

Pictures with Santa

A treasured family tradition, visiting the mall to hand-deliver Christmas wish lists and pose for a keepsake photo with Santa continues to delight shoppers of all ages. Through our partners at Cherry Hill, 85 of our centers are hosting this magical experience, complete with dedicated evenings for pets, because furry family members deserve a holiday moment of their own, too.

Special Santa Programs

Each year, our centers bring unique, inclusive Santa experiences to life. Highlights include:

• Diverse Santa, celebrating representation across cultures and ethnicities.
• Selfies with Santa, The SoNo Collection’s one-of-a-kind DIY photo moment.
• Santa Cares, a sensory-friendly experience designed to welcome families with children with special needs.

These programs help ensure that every guest can connect with the joy of the season in a way that feels special and personal.

Elevator Express™

The viral Elevator Express™ is back for its fifth year and only growing in popularity. This beloved Natick Mall tradition takes children on an unforgettable elevator ride to the North Pole, where they step directly into Santa’s workshop. Inside, guests enjoy one-on-one time with Santa and his team of cheerful elves as they prepare for Christmas Day. Sales for the experience are pacing to surpass $500,000, setting the stage for a record-breaking year for this truly magical set.

Holiday Venmo Promotion

Our third annual Holiday Venmo promotion returns from November 24 through December 25. Shoppers who spend $200 or more at participating retailers across 19 Brookfield malls can earn a $25 Venmo reward. It’s our way of thanking our guests for choosing to shop IRL during the busiest gifting season.

Local Holiday Events

Across the country, our centers are kicking off the season with festive community celebrations. A few spectacular shoutouts:

• Short Pump Town Center welcomed more than 3,000 guests to its 11th Grand Illumination, complete with treats, performances, Santa’s parade, and a surprise snowfall.
• Victoria Gardens celebrated its 21st Tree Lighting & Light Show, drawing hundreds for live music, roaming holiday characters, giveaways, and Santa’s arrival to light the sparkling tree.

More events big and small are taking place at Brookfield Properties malls throughout the season, reflecting the unique spirit of each community we serve.

As our properties continue to deck the halls and welcome guests celebrating holiday traditions of every kind, we’re proud to be part of what makes this time of year meaningful. To discover the events, Santa experiences, and festive activities happening near you, visit the website of your local Brookfield Properties shopping center.