Strike the Motherlode celebration |

Strike the Motherlode celebration

The Strike the Motherlode shopping event will conclude with a prize drawing and holiday celebration today.

A culminating holiday drawing and celebration today will mark the end of the Strike the Motherlode shopping event. More than $10,000 in cash and gift prizes will be drawn out of a money booth at the Town Lift plaza between 5 and 6 p.m. Ken Davis, president of the Historic Main Street Business Alliance and owner of Cows ice cream and the Java Cow, said the idea behind the event is that the more money people spent in the past two weeks on Main Street, the more entries they earned toward cash and merchandise prize drawing tickets. Shoppers to 80 participating Main Street businesses between Nov. 24 and today received a drawing ticket for every $25 spent, with a maximum of 10 tickets per purchase. To encourage Main Street shopping, the city agreed to waive parking fees through the Strike the Motherlode period. "We’ve been looking for a promotion for the merchants on Main Street, to fill a gap from Thanksgiving until the tourists arrive the week before Christmas," Davis said. The Historic Main Street Business Alliance teamed with Park City Mountain Resort to pair the Strike the Motherlode drawing with Santa’s annual arrival down the Town Lift. Davis said the Historic Main Street Business Alliance modeled the Strike the Motherlode shopping promotion after a 20-year annual winter event organized by the merchants on the island of Nantucket, located off the coast of Massachusetts. Approximately 70 percent of the Historic Main Street businesses took part in the event. Various stores, restaurants and art galleries participated. The Historic Main Street Business Alliance, the Summit County Restaurant Tax Commission and the Park City Chamber/Bureau sponsored the event. Davis said each merchant donated several $100 toward the drawings and marketing of Strike the Motherlode, including gift certificate giveaways in radio promotions in Salt Lake City. Davis said there was not a noticeable increase in Main Street business during the Strike the Motherlode period, which he attributes to weather conditions and the shut down and delays on I-80. "Snowstorms kept some numbers flat," he said. Rick Anderson, owner of the Eating Establishment, said business slightly increased at the restaurant in the past two weeks. He said this may or may not be connected with Strike the Motherlode ticket offer. Anderson added that if the event continues annually, he thinks there will be a larger turnout. "Sometimes it takes a couple of years to have a noticeable increase," he said. According to Davis, the Historic Main Street Business Alliance hopes to continue the event in years to come. "My gut is that so far, given all of the obstacles that we have to face, I still say it was very worthwhile," Davis said. Louise John, manager of Dugins West, said Main Street businesses offered promotions during the same time period last year, such as buy-one-get-one deals or free hot chocolate. John said she thinks the Strike the Motherlode event created more unity among the businesses. "We are kind of all a family and all of the stores kind of work together," she said. John said Dugins West collected approximately 60 raffle entries. Businesses, such as the Images of Nature art gallery, said their jar is stuffed full.

The Strike the Motherlode and Park City Mountain Resort Saturday festivities will begin at 5 p.m. The Motherlode Canyon Band will play and Krista Parry, public relations director for Park City Mountain Resort, said Santa will arrive at the event via the Town Lift at approximately 6:15 p.m. She said hot drinks and cookies will be available.

"Kids of all ages can sit in his lap and tell him what they want for Christmas," she said.

Davis said the winner of the $5,000 cash grand prize will not have to be at the event to win. He said winners of $1,000, $500, lift tickets and gift certificates must be present during the drawing. If the first and second names drawn are not present, the third name drawn will be selected as the winner.

The Strike the Motherlode drawing and Santa arrival will run from 4 to 7 p.m. at the Town Lift plaza. For more information, visit

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