Month-long Holiday Crawl Through South Congress and Music Lane Kicks Off on Black Friday
(Austin, TX) – It’s been a challenging year but Music Lane and Austin’s iconic South Congress Avenue Shopping District are teaming up to bring holiday cheer to the city with The SoCo Stroll – a month-long event of holiday fun and spectacle designed to safely raise the city’s spirits with a self-guided experiential celebration of all things merry and bright. The SoCo Stroll kicks off on Black Friday, November 27 and runs through Thursday, December 31.
A month of multi-faceted fun, The SoCo Stroll will feature destinations throughout Music Lane and the South Congress strip where pedestrians can find a wealth of holiday-themed happenings. SoCo Strollers can easily access a map of all destinations via Music Lane’s website or scannable QR code window clings posted at each participating location. Destinations will feature holiday specials such as festive menu items as well as discounts and deals for SoCo Strollers. In addition to seasonal holiday lights illuminating both SoCo and Music Lane, the spectacle gets some extra wattage with festive holiday window displays at participating businesses. The fun doesn’t end there. The SoCo Stroll will also feature live music at select Stroll locations and fun activations such as photo opps at the Music Lane Plaza between Sunlife Organics and Manready Mercantile. The SoCo Stroll map and the full lineup of activities, destinations and special offers can be found at MusicLaneATX.com/SoCoStroll. SoCo Strollers are encouraged to spread the holiday cheer by sharing their experiences on social media with the hashtag #SoCoStroll.
The SoCo Stroll was born from a desire not only to bring holiday cheer to the city of Austin, but to rejuvenate the spirit of both Music Lane and South Congress Avenue. When speaking of the inspiration behind The SoCo Stroll, Taylor Shepherd of Endeavor Real Estate Group, and one of the event’s creators, stated, “Music Lane is incredibly excited to be partnering with the South Congress Business District to blend old and new traditions on the iconic Avenue and support local retailers that have been struggling this year. We look forward to providing a safe and unique holiday experience for shoppers, families and visitors alike.” As has been a global theme of 2020, both bustling corridors have been devastated by the COVID-19 pandemic. The SoCo Stroll will give Austinites the opportunity to support local businesses as they safely engage in open-air fun amid the vibrancy of Music Lane and SoCo. For Brandon Hodge, president of the South Congress Improvement Association and owner of classic South Congress haunts Monkey See, Monkey Do! and Big Top Candy Shop, the element of community support is essential to the Stroll. “Now more than ever, it is important for our community to come together to help preserve those iconic institutions and small, locally-owned businesses that make Austin so special. This event gives fans of SoCo an even better chance to support the South Congress shops, restaurants, and services that they know and love, acquaint themselves with vibrant new additions to the South Congress landscape, and help keep see all of us through a holiday season that’s key to our city's economic recovery.”
Self-parking for the SoCo Stroll is available in Music Lane’s underground parking garage, located at the corner of South Congress and Music Lane, or street parking is available along South Congress. SoCo Strollers can take advantage of $3 parking for two hours in Music Lane’s underground parking garage starting Black Friday, November 27 through Sunday, December 27.
Though the holiday season will look much different during 2020, Music Lane and South Congress hope to make The SoCo Stroll an annual event of Austin’s culture, celebrating all things old and new for years to come.
ABOUT MUSIC LANE:
Music Lane is a unique cultural destination located along Austin’s iconic South Congress Avenue. Beloved by locals and visitors alike, this urban oasis is home to a diverse collection of boutiques, restaurants and hotels. Serving as a gateway between downtown and South Austin, Music Lane connects visitors to Austin’s roots while providing an elevated shopping and lifestyle experience. Learn more at MusicLaneATX.com and see the latest on Instagram at @MusicLaneAustin.
ABOUT SOUTH CONGRESS SHOPPING DISTRICT: The mission of South Congress Public Improvement District (PID) is to keep the spirit of South Congress alive by strengthening and protecting the businesses, culture and arts in the beloved Austin neighborhood. The PID works to preserve the 22-acre, six block stretch between Nellie Street south to Annie Street, so the corridor remains a vibrant, mixed-use district with diverse offerings for locals and visitors. Follow South Congress happenings on Instagram at @southcongressatx.