Here's a couple of examples of what some other communities have done as well as some messaging from Virginia that we may want to consider.
Video from another event held in Athens, TN:
https://www.facebook.com/permalink.php?story_fbid=1809961765812061&id=354084841399768
Miami videos/post:
https://www.facebook.com/groups/relaycommunity/permalink/938345303306562
Virginia post
https://www.facebook.com/notes/american-cancer-society-virginia/luminaria-will-shine-in-hampton-roads-in-september/10109337645211199
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As we have been discussing on our calls, there is an event on December 4th called Harbor Lights. It has a shopping component to promote businesses downtown and there is also a light decoration component for neighborhoods where they will post a driving tour. Regardless of where we hold our event, we will sign up to be on the tour. Here's a flyer with all of the information.

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