Holiday transformation: Sawmill Market morphs into a magical 'Winter Experience' with seasonal fun

Albuquerque food hall Sawmill Market has been transformed into a “Winter Experience” for visitors to enjoy the holiday spirit.

Heritage Restaurant Group, in partnership with New Mexico-based creative studio Marshall Monroe MAGIC, have created an indoor-outdoor experience for the first time. Immersive, twinkling lights deck the halls of Sawmill Market, creating a winter look.

“Right where you walk in, it’s kind of transporting you to Santa’s workshop,” said James Jasler, president of Heritage Restaurant Group. “Every section you go to, it changes. We have full lights on the ceiling, candy cane snowflakes. It looks like it’s snowing in the market.”

Holiday transformation: Sawmill Market morphs into a magical 'Winter Experience' with seasonal fun

Each storefront inside of Sawmill has a uniquely decorated booth to create a different experience at each corner of the market. The middle of the market features a mini drive-in. During the experience, Sawmill will have a variety of holiday-themed events and activities. Every Wednesday, guests can sit down and enjoy a snack while watching classic Christmas movies like “Frosty the Snowman” or “A Charlie Brown Christmas.”

Outside, guests will see a 3D sleigh ride that transports visitors from the market to the winter woods before arriving at Santa’s workshop. On select days, guests can visit with Santa himself and snap a photo to commemorate the holidays.

After enjoying a winter ride, guests can enjoy specialty drinks themed around the holidays, like the Panic at the Bisco! beer from Bosque Brewing Company. The drink will feature classic New Mexican Christmas flavors like red chile and biscochito. Other seasonal cocktails include a prosecco cocktail with a small sherbet-flavored snowman in the center of each glass. Each visitor will also have the option of enjoying free hot chocolate.

During the event, decorated Christmas trees that benefit Carrie Tingley Hospital Foundation will be sold.

“It’s kind of a one-stop shop experience,” Jasler said. “You can eat, drink and shop.”

Guests can also try their hand at the daily Elf on the Shelf challenge. Each day, Miller the Elf will be placed somewhere within the market and it’s up to visitors to find and move him. Guests can enjoy a special holiday treat for finding Miller.

Throughout the duration of the experience, musical performances will happen inside the market.

“We reached out to APS (Albuquerque Public Schools) and Rio Rancho High School, really all schools, anybody that wanted to showcase their performances,” Jasler said. “We have everything from kindergarten kids all the way up to professional singing groups coming inside here.”

Dance groups like the National Institute of Flamenco and Magnify Dance will have performances on select days.

“We really want to give back to the community in New Mexico,” said Jasler. “We use New Mexico contractors, New Mexico architects, and the Sawmill District is so historic, what we want to do is give back to the community. It’s not about charging people to come in, it’s just an experience. They come enjoy themselves for free.”