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The Atlanta Christkindl Market is getting closer to reaching the goal that has motivated volunteers and organizers since 2016: becoming a permanent fixture in the city that supports the spread of German language and culture in the Southeast U.S.
The traditional German Christmas market started with just 12 wooden booths at Atlantic Station six years ago but has multiplied fivefold since then, re-emerging last year from the pandemic to regain momentum in what is now its sixth year in operation.
The goals, organizers say, have always been multilayered. For one, the city’s German community wanted to invite their adoptive home to experience a taste of their country for the holidays.
But another motive has been on the minds of the leaders of the German-American Cultural Foundation, or GAC-F, since the beginning: make enough money from the event to have it serve as an annual fundraiser backing German language and cultural programs at the Goethe-Zentrum and beyond.
“The market works in two ways: it is a vital fundraiser for the GAC Foundation to support our charities, students, friends and community partners, but at the same time it is also intended to create new cultural experiences and enrich the lives of our visitors and the entire Southeast,” said Josip Tomasevic, chairman of the GAC-F and a senior vice president in charge of procurement at AGCO Corp.
Becoming a real fundraiser seems more attainable than ever as the Christkindl Market comes to a close this week on Christmas Eve.
This year, all 60 booths were occupied by vendors selling food, glühwein, bratwurst, empanadas, pretzels, roasted nuts and other local and international cuisine, along with toys, sweets and more. Kathe Wöhlfart, a major German ornament retailer, maintained its large rectangular tent toward the north end. And vendors of goods offered alpaca wool, olive wood cutting boards, CBD oils, Indonesian handicrafts, among other products.
New additions this year included an expanded live music schedule and the installation of a 40-foot Christmas tree that created a focal point for visitors (and their selfies). Photos with Santa were also a hit, with families booking appointment slots to bring their children by.
Though the market had to endure some cold, damp weather, it made some Germans living in Atlanta feel especially at home, adding to the authenticity that visiting relatives are sometime surprised to encounter here.
“We are very pleased and grateful for how the market has evolved to where we are today,” Mr. Tomasevic told Global Atlanta in an email exchange. “This is only possible thanks to a highly committed core team and many volunteers who invest most of their free time and are putting all their heart and soul into it. The focus of this year’s market was to make it more attractive and to make it even better known.”
The market has started to see a lot of repeat traffic, based on social media chatter and other metrics, showing that it’s inching toward becoming a bona fide tradition in the city.
This marks the second straight year that the GAC-F has operated the market in a parking lot in Buckhead Village District, an upscale shopping development by Jamestown Properties. (The company is based in Atlanta and Cologne, Germany, and backed by German investors.)
Mr. Tomasevic said the location is “close to perfect” and that Jamestown had been a refreshing partner, an endorsement of the location where the market has landed after an early odyssey around the city. But he stopped short of crowning Buckhead Village as the market’s permanent home.
“We are currently in negotiations to have the market at this location for another year. However, we are also exploring other locations. In other words, it’s too early to tell,” Mr. Tomasevic said.
This year, alcohol sales are directly benefiting the GAC-F, as glühwein purchases require a $5 souvenir mug whose proceeds go directly to the foundation. The same is true for the $5 wrist bands that allow the purchase of beer and other alcoholic beverages. Entry to the market, meanwhile, remains free.
Mr. Tomasevic hopes families from all over the Southeast will meander among the booths, making memories like those that remain with him from growing up.
“The best Christmas memory from my childhood is the whole atmosphere of the market, the smell of roasted almonds and hot chocolate, the Christmas carols and, of course, the appearance of Santa. We try to replicate this in order to give small and big children these beautiful moments,” he said.
Most important, however, are the connections forged when people gather at the market and share ideas and while embracing their shared humanity, he said.
“I wish that it is a place of reflection from the stressful everyday life and that it enriches the life of the market visitors,” he added.
Need a last-minute Christmas gift or a new Christmas Eve destination? The market is open through 9 p.m. on Saturday, Dec. 24. Learn more and plan your visit here.
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