From ‘Making Spirits Bright’ to ‘Tinsel and Tradition’

— Merriam-Webster

As we move through Festival of Trees’ timeline, today’s reflection comes from Linda Bowers, Cultural Trust chair and longtime festival leader. Few people understand how tradition becomes identity the way she does. 

Here, she shares how something as simple as a theme became a defining language of creativity for nearly four decades. 

Themes surround us. 

Our homes have themes. When we hear someone lives in a Craftsman-style house, we picture wood molding, built-in hutches, wainscoting and chair rails. 

Our cars have themes. Say “sports car,” and we imagine something sleek and low — probably bright red with white leather seats. 

Even our weather has themes. A sunny winter day calls to mind glistening snow, children on sleds and mugs of hot cocoa. 

Themes don’t just describe things — they set a mood, evoke memory and invite us to imagine. The ones that interest us most make us want to know more. 

The first year that Festival of Trees adopted an official theme was 1990. That year’s unifying phrase — “Making Spirits Bright” — did exactly that. The Quad-City Times doubled down on coverage, releasing the first-ever Festival of Trees Guide with a full front-page photo of the RiverCenter’s trees. 

New traditions debuted that year: 

• Teddy Bear Tea and Luncheon, with carrot sticks, PB&Js and Jell-O cubes for kids, and salads for adults. 
• Santa’s Workshop, where families could make arts and crafts. 
• Avenue of Lights and carriage rides outside the RiverCenter.

Then came the moment that “knocked Santa’s socks off.” Town & Country magazine featured Festival of Trees in an article titled “Fancy Firs,” comparing the Quad Cities event to those in Chicago and New York. 

The Quad-City Times quickly picked up the story, with columnist Bill Wundram spreading the word — our hometown Festival of Trees, put on by Quad City Arts, had officially joined the national stage. 

It’s remarkable how something as simple as a theme can do that — turn a local celebration into a shared identity.

Festival of Trees Themes (1986–2025)

From “Making Spirits Bright” to “Tinsel and Tradition,” each theme has done more than title a festival — it has reflected the mood and meaning of its time. Together, they tell the story of how imagination, community and continuity became the language of our region’s most enduring celebration.

“Join us for this year's Festival of Trees!”

Coming tomorrow: Home of the holidays: The RiverCenter’s 40-year tradition of excellence

This content was produced by Brand Ave. Studios. The news and editorial departments had no role in its creation or display. Brand Ave. Studios connects advertisers with a targeted audience through compelling content programs, from concept to production and distribution. For more information contact sales@brandavestudios.com.