Special by Lindsay Hajek, assistant director of Main Street and Destination Seguin
(Seguin) — There is something magical about the first weekend of December in Seguin. Twinkling lights, familiar faces, and the warmth of community fill the streets during Holiday Stroll Weekend, December 4–7. For generations, families have gathered to celebrate the holidays in Seguin, and this year promises to continue that proud tradition with beloved favorites and meaningful new additions that make Seguin feel like home.
The festivities kick off Thursday, Dec. 4, at 6:30 p.m. with the Holiday Stroll Parade, featuring more than one hundred parade entries. This year’s parade holds special significance as former Mayor Betty Ann Matthies is honored posthumously as the 2025 Parade Marshal. Her family will lead the parade in tribute to her legacy of leadership and compassion for Seguin.
After the parade, families gather in Central Park for photos with Santa and to enjoy food booths hosted by local nonprofits, with proceeds supporting their charitable programs. The evening concludes with the official lighting of downtown, including the debut of the new Central Park tree, funded by the Downtown Business Alliance’s Sip N Stroll mug sales. Adding to the holiday magic, decorated trees from local businesses and organizations are on display throughout the park and will stay up for the rest of the holiday season.
On Friday, December 5, from 6:00 p.m. to 9:00 p.m., Sip N Stroll invites visitors to enjoy hot cocoa samples from downtown merchants, live holiday entertainment, extended shopping hours, photos with Santa, and a variety of food vendors.
Saturday, December 6, begins with the Jingle Bell Run 5K at 8:30 a.m. followed by the North Pole Stroll from 10 a.m. to 2 p.m. in Central Park. The event features children’s activities, vendors, holiday fun, photos with Santa, and the much-loved Shoebox Parade for children ages preschool through twelve.
This year, the Holiday Stroll Weekend also welcomes a brand-new tradition. A Stroll to the Stable will take place December 4–7 inside the historic Nolte Building, formerly Wells Fargo, at 101 East Nolte Street. The event is a community-wide celebration of faith, unity, and the true meaning of the season, featuring nativity displays, music, and peaceful moments of reflection.
The event is coordinated by many dedicated volunteers, including organizer Selina Medina, who shared the inspiration behind it.
The idea grew from a simple desire to bring the true spirit of Christmas back into focus,” said Medina.
After seeing similar nativity-themed community walks in other cities, we felt inspired to create a local version that reflected Seguin’s warmth, faith, and sense of togetherness. Even in its earliest stages, the vision was always to make this a community collective an event built with the people of Seguin, for the people of Seguin. That dream came one step closer when Mayor Donna Dodgen highlighted the possibility of using the historic Nolte
building for our inaugural year, helping us establish a home for the very first Stroll,” said Medina. “Seguin has always been a place filled with service-minded hearts, and this year especially, there has been a noticeable longing for connection and uplifting experiences. With everything happening in the world, it felt like the perfect time to introduce something grounding an event that celebrates hope, family, and faith.”
She hopes the event becomes a cherished tradition. A Stroll to the Stable is entirely community- driven shaped by volunteers, supported through donations, and designed for families to enjoy at no cost,” said Medina. From beautiful nativity displays to interactive scenes, the experience is meant to be both reverent and joyful. We want the community to know that everyone is welcome: families, churches, clubs, neighbors, and visitors alike. This event is a gift from the community to the community, born from years of vision and made possible by people who believe in spreading light.”
The weekend concludes Sunday, December 7, with Yulefest hosted by the Seguin Art League at the Seguin Coliseum, where shoppers will find handmade gifts, holiday decor, and the creative work of local artists.
Seguin invites everyone near and far to experience Holiday Stroll. There is no better place to celebrate the holidays than right here in downtown Seguin.
For complete event details, visit visitseguin.com/events/annual-events/holiday-stroll/