Make-A-Wish Iowa's annual holiday fundraising event moves to the Outlets of Des Moines

Paris Barraza, Des Moines Register
·3 min read

Make-A-Wish Iowa’s annual holiday lights event is saying goodbye to Adventureland Park to move to a new location later this year.

Jolly Holiday Lights will depart from its previous location at the theme park and kick off its 2023 season at the Outlets of Des Moines in Altoona on Nov. 17, according to a news release from the nonprofit.

Money raised from this holiday event funds the majority of wishes granted by Make-A-Wish Iowa. This year, the nonprofit’s goal is to grant at least 200 wishes, with each wish costing about $15,000, according to the nonprofit. The nonprofit has nearly 400 children waiting for their wishes to be granted, Laura Sprague, communications specialist for Make-A-Wish Iowa, told the Des Moines Register. The nonprofit granted 150 wishes in 2022, she said.

“After 27 years of an iconic drive-through light show, we are thrilled to announce we’re moving to a new event format at the Outlets of Des Moines that is reflective of what our attendees have been asking for,” said Sara Kurovski, Make-A-Wish Iowa president, in the news release. “Among other things, we’ll now offer an experience that pairs lights with holiday music and brings back the Wish Shop. In order to push forward in our efforts to grant the wish of every eligible critically ill child in Iowa, we need to adapt to the changing business climate.”

People drive through Jolly Holiday Lights at Adventureland Park in Altoona in 2020.
People drive through Jolly Holiday Lights at Adventureland Park in Altoona in 2020.

The relocation is in part a response to Jolly Holiday Lights attendees’ surveys, in which people shared they wanted a more immersive, personal holiday experience, Sprague said. That’s in addition to growing competition regarding holiday light shows in the Des Moines metro in recent years, she said.

Prior to its move to Adventureland in Altoona, the event was held at Water Works Park for 20 years, the Des Moines Register reported in 2016.

In the last few years, the nonprofit has raised $900,000 from the Jolly Holiday Lights event, Sprague said.

What events are planned for Jolly Holiday Lights this year?

Opening day on Nov. 17 will begin with a wish reveal and a tree lighting by a Make-a-Wish child and Santa Claus, according to the news release. Jolly Holiday Lights will be open daily through Jan. 7, 2024.

All events that are part of Jolly Holiday Lights will be held at the Outlets of Des Moines, including:

  • Dec. 2: Breakfast with Santa

  • Dec. 6: Pet photos with Santa

  • Dec. 15: Sip-n-Shop night

“From a special tree lighting to exclusive Sip-n-Shop nights, we have a variety of new and traditional events people of all ages will enjoy,” Kurovski said. “One thing we love about the Des Moines community is their eagerness to embrace new things. We feel the revised, upbeat format of Jolly Holiday Lights in 2023, paired with the popular location of the outlet mall, will make for a great holiday experience for everyone.”

More: Make-A-Wish gives 5-year-old what she wanted most for her birthday: a chance to go camping again

Paris Barraza covers entertainment, lifestyle and arts at the Des Moines Register. Reach her at pbarraza@registermedia.com. Follow her on Twitter @ParisBarraza.

This article originally appeared on Des Moines Register: Jolly Holiday Lights leaves Adventureland for Outlets of Des Moines