In cold-climate places people celebrate winter with skiing, sledding, ice skating and snowmen, decorating them in sometimes whimsical ways.
The last time it snowed at the Beaches was in 1989, however. So, snowmen are out of the question in Jacksonville Beach. But the seaside town does have plenty of tall, orange lifeguard chairs that are not needed during the chillier months.
In 2013, Jacksonville Beach businessman Kurtis Loftus decided to put the chairs to use during the holiday season. He asked the city to let him put some around Latham Plaza beside the SeaWalk Pavilion and then convinced some businesses and nonprofits to decorate them in colorful ways.
“Deck the Chairs” has since become a community tradition. Expanding through the years to its maximum number of 40 chairs, it also features family-friendly, non-alcohol events that are free and open to the public, beginning this year on Nov. 23 with an opening night holiday light show.
On Saturday, Dec. 14, a day-long Night of Music and Dance Tuba Christmas will begin at 1:30 p.m., herald the arrival of Santa at 2:45 p.m., and then continue into the evening with children’s dance programs.
Thirty-two of the whimsically decorated chairs are sponsored by businesses and nonprofits, with the others used for decorative purposes. The chairs light up every evening, putting on a free magical show for anyone who cares to take a stroll through the park.
In the daytime, they are also fun to look at, on display like a stationary parade.
“It literally does look like somebody stopped a parade, and we’re going to hold it here for six weeks for everyone to enjoy,” Loftus said. “It celebrates the holidays and the community.”
For chair sponsors, “it’s a wonderful way to do outreach,” he said. “To touch a heart or share a story.”
The sponsorship fees, which are $1,800 for businesses and $900 for nonprofits, are the major fundraiser for Deck the Chairs, a 501c3. The charity’s vision is to provide a fun, alcohol-free community spectacular that everyone can be proud of. It also supports and promotes arts and arts education during the rest of the year.
“We keep pouring into it, making it better and better,” said Loftus, who started Deck the Chairs in 2013 with 16 chairs and music piped out of a speaker next to his truck, coming from his iPod.
Before the Great Recession, the City of Jacksonville Beach had sponsored a free holiday celebration every year, including visits from Santa and singing, musical performances and dance performances from community and school groups.
With budget cuts, that was reduced and then eliminated, and during the 2012 holiday season, the park was completely dark. Loftus said that inspired him to create Deck the Chairs. The city gives the organization park space, and Deck the Chairs funds the rest.
Jacksonville Beach is fortunate to have a seaside park, with a large stage and open greens and pathways for the enjoyment of all, Loftus said.
“We need to speak out into the world,” he said, “how lucky we are as a community to have this space we can celebrate in.”
