Coming up with a new theme for the 34th annual One of a Kind Christmas Show and Sale, which runs through December 7 at the Direct Energy Centre, doesn't quite call for a Christmas miracle—just a marathon brainstorming session. "It is definitely a challenge [to keep it fresh]," show manager Patti Stewart said Thursday during an interview at the media preview for the consumer gift show. "We are called the One of a Kind Show so we have to be new and fresh and unique. Every year after the show we sit down and we brainstorm."
A series of window displays—each filled with a range of products like toys, clothing, and home decor items—highlight the theme this season, which is holiday magic. "When I was a kid it was really exciting to go downtown and see the windows at Eaton's and Simpsons. So we thought, let's recreate that," said Stewart, who's been producing the show for the past 20 years. "I always think, 'Oh, I've seen everything.' But there's always something new that blows my mind. That really is the thing that makes the show special."
The 11-day show—which attracts between 130,000 to 140,000 visitors—features exhibits by 800 artisans from across the country, including 125 new participants this year. "We have a selection committee and we look at the work based on quality, uniqueness, and saleability," Stewart said. "We also try to balance it out and make sure there's not too much pottery or too much wood. And we look at where they're from. We like to have artisans from across Canada." The deadline for applications for the Christmas show is in April. "It's a long process," said Stewart, who said applicants have to submit a sketch of their booth. "The look affects the overall look of the show."
Stewart markets the show through an email blast as well as newspaper, television, and radio ads. She also conducts guest surveys and said "word of mouth is the No. 1 way people hear about and know about the show, so it's important people have a great experience when they're here." That's why it's so important to create eye-catching displays, offer useful guest services, and run programs like fashion and cooking shows. "You can't buy word of mouth, but you can create it," she said.
