Holiday Magic Comes to Roanoke

The holiday season is a special time in Roanoke, Ind.

“Roanoke has the kind of warmth and character that makes the holidays feel personal,” says Samantha Fulk, junior executive assistant to Waterfield Enterprises CEO Richard Waterfield. “During the holidays, lights, decorated storefronts, shopping sales and community celebrations make that experience even more special.”

This year, residents and visitors can celebrate the season with “Shop Small in Roanoke,” happening Nov. 28 through Dec. 12, and “Christmas in the Village,” happening Dec. 4 and 5.

“Shop Small” encourages visitors to support downtown merchants. Shoppers can enter for a chance to win a $500 shopping spree with every purchase at participating businesses.

“Our hope is that it encourages people to explore more of Roanoke and return throughout the season,” Fulk says. “Someone may come to town for a favorite store and discover a boutique, café, or gift they would otherwise have missed.”

The festivities continue with “Christmas in the Village,” a beloved tradition that transforms downtown Roanoke into a winter wonderland.

On Dec. 4 from 5 to 8 p.m., visitors can enjoy holiday shopping, dining and complimentary treats throughout downtown. Families can meet Santa’s reindeer behind Waterfield Plaza and capture memories at the “Merry Moments” photo spot. Waterfield Plaza also hosts the Fort Wayne Philharmonic Youth Orchestra’s Premier String Quartet, along with cookies, hot cocoa and a live reindeer.

At 7 p.m., a lighted parade featuring Santa and Mrs. Claus travels down historic Main Street. The evening concludes with a festive tree lighting and Christmas carols at Zent Commons.

The celebration continues Dec. 5 with “Breakfast with Santa” at Seminary Church from 8:30 to 10:30 a.m., followed by shopping and dining throughout downtown. The Visit Huntington Polar Express Trolley offers another festive way to experience Roanoke.

“Christmas in the Village brings people together with traditions families can enjoy year after year,” Fulk says.

Beyond its holiday celebrations, Roanoke’s inviting downtown reflects decades of thoughtful revitalization.

The Eshelman family helped lead that transformation, restoring historic properties and helping Roanoke become a destination for shopping, dining and entertainment, Fulk says. Waterfield Enterprises has continued that legacy: after a local barber introduced Richard Waterfield to Pete Eshelman, the two discovered a shared appreciation for entrepreneurship and community development.

In 2020, Waterfield Enterprises purchased approximately 24,000 square feet of historic downtown property, establishing Waterfield Plaza.

Today, the plaza features boutiques, wellness businesses, books, local art and a café, offering visitors numerous reasons to explore downtown.

“We believe successful revitalization starts with respecting what draws people to Roanoke: its historic buildings, walkable downtown, independent businesses and personal connections,” Fulk says.

For her, holiday events offer more than seasonal entertainment. They introduce visitors to the businesses and people who make Roanoke special.

“A family who comes for the parade may return for dinner, and someone who discovers a shop while buying holiday gifts may become a regular customer,” she says. “Those return visits help sustain downtown beyond the holidays.”

For more information, visit waterfieldplaza.com.

Holiday Magic Comes to Roanoke

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