For the past six years, Christmas at the Park, a beautiful drive-thru Christmas light attraction with an array of other festive offerings, has become a much-anticipated part of the holidays for many area families. Founder Adam Sartin and his business, Ground Crew Landscape Management, work tirelessly to make this special addition be able to continue each year and hope to work further with the City of Jonesboro to make sure Christmas at the Park is here to stay.

“When Christmas at the Park began in 2019, it was simply a way for my family to give back to the community,” said Sartin. “We had visited a drive-thru display out of town the year before and felt strongly that Jonesboro deserved something similar. What started as a small idea has grown into a regional attraction drawing more than 37,000 guests each season.

“Over time, the number of displays has expanded, special events have been added and the experience inside Joe Mack Campbell Park has become more immersive and polished. Even with the growth, the heart of the attraction has remained the same – creating a meaningful holiday tradition for families.”

The seasonal attraction has grown each year and brings in visitors from far and wide. Christmas at the Park 2024 saw 7,988 vehicles pass through Joe Mack Campbell Park. With more than 450 displays totaling an estimated 500,000 lights, which took 1,698 man hours to set up and take down, Christmas at the Park is very much a labor of love.

The last two years, Sartin and Ground Crew, along with other key players in Christmas at the Park, implored the community to continue to support the beloved event so that it would be able to return the following years.  

Sartin says that for six seasons, the attraction operated through a combination of sponsorships, admission revenue and a significant personal investment, but that model was no longer sustainable. 

“Early projections developed with the Arkansas Small Business and Technology Development Center estimated attendance at roughly 20,000 vehicles,” said Sartin of the planning before the attraction originally opened. “In partnership with St. Bernards Medical Group, our founding sponsor, sponsorship commitments were expected to reach approximately $300,000 to support the cost of displays. In reality, post-COVID attendance averaged closer to 8,850 vehicles, and annual sponsorships were around $80,000, far short of the display costs and overall operating expenses.

“One thing that may not have been widely understood is that Christmas at the Park was created and continues to be operated by a single individual, supported by sponsors, not the city. Rent was paid to use Joe Mack Campbell Park and utilities to City Water & Light. Because the event takes place in a city park, many understandably assumed it was city funded. In reality, it has always operated like any other privately run entertainment attraction.”

Sartin says that early on, he learned that forming a nonprofit would require a board with financial oversight. Given the uncertainty of the financial projections and the fact that he was personally responsible for any losses, he didn’t want a governing board directing decisions that affected his own financial position. 

“Ground Crew, along with some incredible subcontractors, provides the manpower, tools and equipment that make the attraction possible,” said Sartin. “The original intention in working with the city was to transition Christmas at the Park into a city-led attraction, with Ground Crew serving as the hired operator … I remain hopeful that a sustainable path will be created to secure the attraction’s future.”

City of Jonesboro Marketing and Outreach Coordinator Lynette Hirsch says that the City of Jonesboro is greatly appreciative of Sartin for all he has done to found Christmas at the Park and add to all the city has to offer for Christmas. 

“Mayor Copenhaver would like to express his gratitude to Adam Sartin and the Ground Crew team for this wonderful tradition forged through passion that brightens lives throughout the holiday season,” she said. “We look forward to another great event this year.”

Danny Kapales, the director of the City of Jonesboro Parks and Recreation Department, says the city is committed to helping Sartin with the attraction and realizes its importance to the community each year.

“The City of Jonesboro is committed to providing a first-class facility for Christmas at the Park to be able to operate this amazing Christmas tradition,” said Kapales. “The city has also helped to secure sponsors that help keep the cost down. The residents of Jonesboro and its neighboring communities have shown that this event is a need and a high priority. So, the leadership of Jonesboro is committed to making sure that this event will continue to be the loved Christmas tradition that it has become.

“As the director of Jonesboro Parks and Recreation, I feel like it creates a shared, magical experience that strengthens community bonds, boosts local pride and provides a central, festive gathering space. Christmas at the Park being a month-long event along with the annual Christmas Parade, Joy Fest, Winter Wonderland and the First Community Bank Wonderland Rink have continued to make Jonesboro your Christmas holiday destination.”

From the Wild Ones Ranch Petting Zoo to the Jingle Express, many fun activities have been added to the attraction since its start. Certain nights will highlight and thank sponsors, and Dec. 9 is Community Christmas Caroling Night, as well as the Santa Shuffle Fun Run. 

“The Pay What You Can Night/Jonesboro A&P commission Highlight Night on December 3 allows accessibility for all within the community, an important highlight,” said Hirsch. “Sharing in the holiday magic is important, so giving opportunity for everyone to attend at a discounted rate, or free, helps build community for all. For those who are able, paying more helps pay it forward, which we all know the Jonesboro community does so well. This is the essence of the holidays and why we celebrate.”

Although organizers are still finalizing details, Hirsch says the Jonesboro Holiday Trolley Day on Dec. 20 will be a truly special evening.

“This did run last year as a test run and was a big hit,” said Hirsch. “A new ticketing system is being created to sell tickets in time slots to alleviate extremely long waiting lines to improve the experience. The trolley stop will be at the bus stop next to Winter Wonderland, the Madison and Monroe bus stop. Tickets will be $5 for those ages 13 and above, free for ages 12 and under, and include entry into Christmas at the Park.”

As thousands flock to Joe Mack Campbell Park this November and December, Sartin is able to see how meaningful his labor of love has become to Northeast Arkansas.

“It began as something my family loved and wanted to share with the community, and over the years it has become incredibly meaningful to watch families return year after year,” said Sartin. “Seeing engagements, first Christmases, grandparents with grandchildren, and families making memories has made every hour of work worthwhile. Knowing the attraction has become part of so many families’ holiday traditions is what continues to fuel my passion for it.

“Families crave moments of joy, connection and tradition, especially during the holidays. Christmas at the Park creates a place where people can slow down, enjoy the lights, take photos, meet Santa, drink hot chocolate and make memories. For many families, it marks the official start of their holiday season. That sense of tradition and nostalgia is what keeps them coming back year after year.”

For more information about Christmas at the Park and for a full list of special events, visit christmasattheparknea.com or find the attraction on Facebook.