Hallmark Already Had New Glarus on Its Christmas List
Hallmark had already invited New Glarus to compete in its Merriest Christmas Towns Contest before a local campaign caught fire, raising a larger question: Should Christkindli Market lean further into the village’s made-for-TV holiday charm?
Before Jessica Aasve began rallying residents to nominate New Glarus as one of America’s merriest Christmas towns, Hallmark Channel had apparently already placed the village on its list of promising contenders.
An email was sent to Village Board President Roger Truttmann and Village Administrator Kelsey Jenson. It arrived prior to Aasve’s efforts encouraging residents to enter Hallmark’s national contest. The company believed holiday joy “might just live” in the village. Hallmark encouraged the community to submit a letter, photos and optional videos explaining its traditions, character and Christmas spirit.
Jenson called New Glarus Chamber of Commerce Executive Director Annie O’Connor to let Annie know and asked her to collaborate.
That timing suggests New Glarus was not merely trying to get Hallmark’s attention. Hallmark had already noticed New Glarus.
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