Tips for crafting a multiday holiday event
When I first sat down with Mariela Murphy, CMP, special events director for Amelia Island Convention and Visitors Bureau, for dinner during my recent trip to Amelia Island, Florida, I was immediately captivated by her excitement and vision for the holiday event Dickens on Centre.
For those unfamiliar, Dickens on Centre is an annual event celebrating its 10th year in 2024. The holiday festival will take place Dec. 12–15 in historic downtown Fernandina Beach, Florida. This year marks Murphy’s fourth year leading the planning for the event.
Her wealth of experience offers valuable lessons for planners organizing their own multiday events.
I sat down with Murphy to discuss her insights, from coordinating Dickens on Centre to what other planners might learn from her experience.
Eming Piansay What typically happens during Dickens on Centre?
Mariela Murphy It’s a four-day Christmas market and holiday festival, running Thursday through Sunday. We transform downtown Fernandina Beach into a Victorian village, which fits Amelia Island’s history perfectly. Amelia Island was named after King George’s daughter and has flown under eight flags, including the British.
Read More: Florida: An Intersection of Meetings and Coastal Contact
So, it’s fitting that we’d adopt a Victorian Christmas theme inspired by Charles Dickens’ “A Christmas Carol.” We light up the entire downtown, closing several blocks on Main Street from the waterfront on Front Street to Second and Third Streets, extending from Ash to Alachua Streets.
There are two entertainment stages, and more than 100 vendors, most of whom are artisans offering handcrafted items like candles, soaps, cutting boards and holiday-themed products. For kids, we have a large activity area featuring visits with St. Nick, cookie decorating, ornament crafting and a movie alley showing family favorites like The Santa Clause, Elf and The Polar Express.
Another highlight is our Enchanted Village, which consists of 10 snow globes (think garden igloos) individually decorated with themes like the Ghost of Christmas Past and the Sugar Plum Fairy. Guests can reserve an hour in a globe, which includes a charcuterie box, and they can purchase wine, beer or bubbly from the on-site tavern, Portly Gentleman. The village even has snow that falls every 45 minutes or so.
EP What challenges have you faced over the years?
MM When I started in 2021, I wasn’t in charge yet, but I observed plenty of challenges. Coming off Covid presented its own hurdles, and some things were learning experiences. One immediate change I implemented was creating a detailed schedule.
By that, I mean a general timeline: what needs to happen on Wednesday, which trucks arrive when, etc. With an event that attracts 30,000–40,000 visitors, delegation and structure are crucial. One system I introduced is assigning street captains—team members who oversee specific streets and their vendors.
For example, one street might have 27 vendors, and the street captain ensures they’re set up, addresses their issues and escalates major concerns to me. This frees me up to handle broader logistics like weather-related disruptions.
Another lesson I’ve learned is to implement rolling vendor setups. Instead of having 100 vendors arrive all at once, I assign staggered times and parking locations. This minimizes congestion and makes setup smoother for everyone.
Feedback is also key. I start planning in March, taking into account input from the previous year, as well as collaborating with the police, fire department, production team and city officials to fine-tune our plans.
EP How do you maintain your joy for the event while managing stress?
MM Setting boundaries is essential. I enforce hard stops on work hours, ensuring I take downtime. I also rely heavily on my team, who help anchor me when things get overwhelming. Finding humor in the chaos is important too. Instead of getting upset over minor issues, I try to laugh and keep perspective. It’s about recognizing the event’s purpose—to create a magical and whimsical experience—and staying grounded in that goal.
Read More: Hey, Busy Meeting Planner, You Feeling Stressed?
EP What advice would you give to planners organizing their first multiday event?
MM First, know your end goal. For Dickens on Centre, our goal is to create a whimsical, family-friendly atmosphere that appeals to locals and visitors alike. Take care of your team. Make sure they’re well-fed, hydrated and taking breaks. Also, set an example by doing the same for yourself. Comfortable attire is also key—our team wears branded event T-shirts and casual but professional clothing suitable for long days outdoors.
Lastly, create a space where your team can recharge. We have a “shift room” where staff can take five or 10 minutes to breathe and reset.
EP How are you feeling about this year’s event?
MM No event is ever perfect, and I’d be lying if I said I didn’t have worries—especially about the weather. Last year, a monsoon forced us to end the event early, but our team worked together to safely wrap up. That said, we’re prepared. We’ve worked tirelessly on details, incorporated new ideas, and addressed feedback. My team is fantastic, and I feel confident in their ability to deliver another amazing Dickens on Centre.
