Case study: The art of creating holiday magic

Tips for planning a multi-day vacation

During my recent trip to Amelia Island, Florida, when I had dinner for the first time with Mariela Murphy, CMP, Director of Special Events for the Amelia Island Convention and Visitors Bureau, I was immediately drawn to her take on the Dickens Center holiday event. Captivated by excitement and vision. .

For those unfamiliar, the Dickens Center is an annual event that will celebrate its 10th anniversary in 2024. The festival will be held December 12-15 in historic downtown Fernandina Beach, Florida. This is Murphy’s fourth year leading planning for the event.

Her extensive experience provides planners with valuable lessons when organizing their own multi-day events.

I sat down with Murphy to discuss her insights, from the Dickens of Coordination Center to what other planners can learn from her experience.

Emin Piansai What typically happens during Dickens Central?

Marilla Murphy This is a four-day Christmas market and festival, held from Thursday to Sunday. We transformed downtown Fernandina Beach into a Victorian village that fit perfectly with the history of Amelia Island. Amelia Island, named after King George’s daughter, flies eight flags, including the Union Jack.

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So it’s only fitting that we go with a Victorian Christmas theme inspired by Charles Dickens’s A Christmas Carol. We lit up the entire downtown, shutting down several blocks on Main Street, from the Front Street waterfront to Second and Third streets, and from Ashe Street to Alachua Street.

There are two entertainment stages and more than 100 vendors, most of whom are artisans, offering handmade items such as candles, soaps, cutting boards and holiday-themed products. For the kids, we have a large activity area including visits to St. Nick, cookie decorating, ornament making, and screenings of family favorite movies like Santa Claus, Elf, and The Polar Express.

Another highlight was our Magic Village, which consisted of 10 snow globes (think garden igloos) decorated with themes such as the Ghost of Christmas Past and the Sugar Plum Fairy. Guests can book a one-hour globe, which includes a charcuterie box, and can purchase wine, beer or sparkling wine from the on-site Portly Gentleman bistro. It even snows in the village every 45 minutes or so.

EP What challenges have you faced over the years?

mm When I started in 2021, I was not yet in charge, but I observed many challenges. Emerging from COVID-19 brings its own obstacles, and there are things to learn from the experience. One change I implemented immediately was creating a detailed schedule.

I’m talking about the general schedule: what needs to happen on Wednesday, which trucks will arrive when, etc. For an event attracting 30,000-40,000 visitors, delegation and structure are crucial. One system I introduced was the designation of street captains – team members responsible for overseeing a specific street and its vendors.

For example, a street might have 27 vendors and the street leader makes sure they are all prepared, solves their problems and reports major issues to me. This frees me up to deal with wider logistics, such as weather-related disruptions.

Another lesson I learned was implementing a rolling vendor setup. Instead of having 100 vendors arrive at the same time, I staggered the times and parking locations. This minimizes congestion and makes setup smoother for everyone.

Feedback is also critical. I begin planning in March, taking into account input from the previous year, and working with the police, fire department, production crews, and city officials to fine-tune our plan.

EP How do you manage stress while maintaining joy in the activity?

mm Setting boundaries is crucial. I make mandatory stops during work hours to make sure I take breaks. I also rely heavily on my team to help stabilize me when things get overwhelming. It’s also important to find humor in the chaos. Instead of getting upset over small issues, I try to smile and keep perspective. It’s about recognizing the purpose of the event – ​​to create a magical and whimsical experience – and being committed to that goal.

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EP What advice would you give to planners organizing their first multi-day event?

mm First, know your end goal. For the Dickens Center, our goal was to create a whimsical, family-friendly atmosphere that would appeal to locals and visitors alike. Take care of your team. Make sure they have enough to eat, drink, and rest. Also, set an example by doing the same thing for yourself. Comfortable attire is also key – our team wear branded event T-shirts as well as casual yet professional clothing suitable for extended outdoor activities.

Finally, create a space where your team can recharge. We have a “shift room” where staff can take 5 to 10 minutes to breathe and reset.

EP How do you feel about this year’s event?

mm Nothing is perfect and I’d be lying if I said I wasn’t worried, especially about the weather. Last year, the monsoon forced us to end the event early, but our team worked together to finish it safely. In other words, we are ready. We work tirelessly on details, incorporate new ideas, and address feedback. My team are fantastic and I have every confidence in their ability to deliver another stunning Dickens at the Centre.