Experience the charm of Rovaniemi’s city center winter evenings with Shopping Thursday Evening

Late Shopping Thursday campaign in Rovaniemi has brought together over 60 businesses, as well as Korundi and Arktikum. The extended opening hours of the stores on one weekday evening aim to enhance the experience of both visiting tourists and locals in the city center. At the heart of it all is Antti Herajärvi.

Thursday evening on Rovaniemi’s pedestrian street and Lordi Square is bustling with people. The Seita choir sings Christmas carols, creating a festive and beautiful atmosphere.

Rovaseudun Markkinakiinteistöjen CEO, Antti Herajärvi, appears pleased. The creation of a Christmas atmosphere in the city center began in early November, with the installation of Christmas trees with lights on the pedestrian street and the planning of ice sculptures. Herajärvi has been coordinating the programmatic evening shopping events, where stores are open until at least 8 pm. The initiative has been enthusiastically embraced, with over 60 businesses participating. Additionally, Korundi and Arktikum exhibitions are part of the campaign in December.

„This is exactly what we aimed for – a wonderful Christmas atmosphere and life in the city center on winter evenings. The project looks very promising and is shaping up to be a truly communal campaign. Good dialogue with local business communities, Rovaniemen yrittäjät, Rovaniemen elävä kaupunkikeskusta ry, and Liki-Liike has played a crucial role,“ says Herajärvi.

The entire Christmas operation stemmed from observations made during the previous winter season.

„We noticed at Markkinakiinteistöt that the city center was quieting down significantly as stores closed around 5-6 pm, despite a considerable number of tourists on the streets at the same time,“ explains Herajärvi.

This observation was supported by comments from several businesses.

„We decided to fulfill our duty at the company to revitalize the pedestrian streets and business activities by creating a campaign where one evening a week, we invite locals and tourists to enjoy the atmosphere of the city center,“ says Antti Herajärvi.

Shopping Thursday Evening was chosen as part of Rovaseudun Markkinakiinteistöjen 20th anniversary.

„We want to demonstrate our company’s commitment to promoting the vitality of our city. Sometimes it’s smarter to implement things through concrete actions rather than just showcasing a brand,“ adds Herajärvi.

„Hieno juttu, jossa ollaan ilman muuta mukana. Torstaisin liike on avoinna iltakahdeksaan ja jos on asiakkaita niin pitempäänkin,“ says Maire Isoviita, the owner of the women’s clothing store Vivido. Vivido offers a wide range of women’s clothing and shoes for everyday wear and special occasions.

The choice of Thursday for the shopping evening was deliberate, as it is when the majority of tourists arriving on scheduled flights from around the world spend their time in Rovaniemi.

Local choirs have been invited to create the atmosphere on Thursday evenings by performing Christmas carols and classics a cappella style in flash mob fashion on the city streets from 6 pm to 8 pm. Markkinakiinteistöt has also set up a selfie wall for the first time in the city center, featuring the Rovaniemi coat of arms ‚R‘ letter in an ice sculpture. Additionally, there are popup and topbox sales points in the area.

Hotels and safari companies are encouraged to inform their customers about the extended opening hours on Thursdays. Advertising materials can be obtained from Markkinakiinteistöt.

Ajantasku’s entrepreneur, Erja Malvalehto-Inkerö, is pleased to be part of the campaign.

„I think it’s great that local small businesses and services are being marketed and highlighted through events. This way, we serve both local businesses, customers, and of course, tourists even better. I also see great potential for future collaboration between different companies, which further promotes Rovaniemi’s growth,“ says Malvalehto-Inkerö.

Ajantasku has been operating as a brick-and-mortar store since 2007 until last spring when the business moved online to www.ajantaskushop.fi. During the winter season, Ajantasku’s Popup store serves customers at Sampokeskus.

The product range consists of home decor and utility items, as well as lifestyle products.

„All our brands are carefully selected from high-quality, mainly European brands. The idea has been to find something new, individual, and different for our customers. We receive praise from our customers specifically for our product range,“ says Malvalehto-Inkerö.

Businesses participating in the campaign receive free advertising materials and ready-made templates for social media marketing. All interested companies can still join. Registrations and material orders can be made by contacting janne.ylitervo@markkinakiinteistot.fi, tel. 040 532 4782.

The participating businesses are gearing up for a festive and lively atmosphere in Rovaniemi’s city center on Thursday evenings, creating a unique experience for both locals and tourists alike.