All About LumiNAMA

LumiNAMA is an annual festival of lights and events begun in 2022 to brighten and celebrate downtown North Adams during the holiday season kicking off with the City’s tree lighting and lasting through New Year’s Day.

It brings together local businesses, community organizations, artists, MCLA, MASS MoCA and the City of North Adams to . . .

* Gather local residents and visitors to give them a new reason to engage with downtown.

* Support and celebrate local artists and their work by inviting them to decorate unoccupied storefront windows. 

* Generate additional foot traffic for local businesses during the holidays.

* Create a promotion campaign kicking off the winter season to ignite a new tourist season that has traditionally been overlooked.

* Showcase a vibrant downtown to attract investors and new residents.

Plans for LumiNAMA 2024 include . . .

* 6 light installations at Eagle Street Park, North Adams Library, City Hall, MASS MoCA’s Big Bling Park, Congregational Church and the park at Ashland & Main Streets.

* 30+ holiday window displays created by local artists, community groups and business owners throughout downtown North Adams.

* 4 events including 1) the LumiNAMA launch in tandem with the City’s tree lighting 2) December’s First Friday festivities 3) North Adams Holiday Music Tour and 4) LumiNAMA Awards Gala.

* Creation of a multi-channel marketing campaign to promote LumiNAMA, downtown North Adams and the business community.