The Christmas phenomenon in the middle of summer
How many would have imagined that they would walk through the streets of Mataró in August finding Christmas lights already hung? This year, the City Council of Mataró, as reported by Cronica Global determined to get a head start on its festive initiatives, has begun installing Christmas lights in early August. Although it may seem like overkill, the reason behind this anticipation appears to be strategic. With the streets less busy in summer, it sought to reduce the impact on mobility during installation.
A considerable investment
The Christmas spirit brings with it a monumental investment. This 2024, Mataró has earmarked 500,000 euros for the purchase of new lights, ensuring that the city will shine brighter than in years past. Once installed, these lights, although they will remain dark until the end of November. Their activation will coincide with the typical encesa that brings together enthusiastic neighbors to witness the official switch-on.
Lights of Vigo in Catalonia
These are no ordinary lights that will illuminate Mataró. They come from the famous company Ximenez Group, known for dazzling Vigo every year. Vigo, under the leadership of its mayor Abel Caballero, has managed to enchant thousands with its Christmas light show, setting itself the goal of surpassing even New York in this field. Mataró has followed in its wake by opting for the same luminous creativity.
Ximenez Group, with a rich history of 80 years and a successful international journey, has expanded its horizons to countries such as Guatemala and Costa Rica. This global spread and the success at Christmas in Vigo seem to guarantee that the Christmas decoration in Mataró will be a real spectacle.
Aluvisa, installers with bumps in the road
Every ambitious project faces challenges, and the Mataró project is no exception. The company in charge of carrying out the installation, Aluvisa, is facing a complicated period. This Catalan company, renowned for its technological solutions in urban environments, went into insolvency proceedings after a failed expansion.
Despite its challenges, Aluvisa continues to move forward with the project in Mataró, demonstrating the resilience and adaptability of companies in complicated times. Although facing an uncertain future, the legacy of Aluvisa and its teams is working to ensure that Mataró experiences a memorable Christmas.
Successes and criticisms
Installing Christmas lights in August has generated both admiration and skepticism among neighbors and observers. For some, it is a pioneering move, ensuring that all preparations are ready in time for the holiday season. For others, it is excessive.
Mayor David Bote defends this decision, highlighting both logistical and aesthetic advantages. Undoubtedly, the visual impact of streets festooned with lights even before autumn is a novelty, generating conversation and attracting curious glances.
Beyond the lights
It’s not just about glowing lights. Behind each installation is the need to energize local commerce and promote community interaction. Each holiday campaign seeks not only to illuminate, but also to celebrate, create memories and, in the process, help commerce thrive.
The anticipation of Christmas in the streets is a reflection of a clear municipal strategy: to take advantage of opportunities to bring the community together and foster a sense of belonging and celebration.
The other side of the phenomenon
Of course, the early installation has sparked discussions about budgetary issues and administrative priorities. Is this the best way to spend public resources? Some neighbors question whether, in the face of other needs, such an early and large investment in lights is a justified expense.
An enlightened future
In the end, only time will tell whether Mataró’s early strategy will set a trend in other cities. What is certain is that this year, its streets will shine brighter than ever before. And as neighbors prepare for an illuminated winter, it is clear that Mataró has set a precedent by finding a new way to enjoy the Christmas spirit, even in the heat of August.
—
