Inside Uptown Grand Rapids: The Story, Spirit, and Magic Behind Shop Hop
Sitting down with Ingrid Miller, the Executive Director of Uptown Grand Rapids, Inc., at one of our favorite local smoothie shops, Good Judy’s, felt like the perfect setting to dive into all things Uptown. In between smoothie sips, we talked about her role, the energy behind Uptown’s growing community, and the excitement surrounding this year’s Shop Hop. From festive storefronts to trolley rides, live entertainment, and the kind of holiday cheer that fills every corner of the district. Shop Hop promises a night packed with seasonal magic, and Ingrid gave me an inside look at what makes it all come together.
Ingrid Miller, Executive Director of Uptown Grand Rapids, Inc.
Inside the work, the community, and the magic behind this year’s Shop Hop celebration.
For those who may not be familiar, what is Uptown Grand Rapids and what role does the organization play in the community?
We’re Eastown, East Hills, Wealthy Street, and East Fulton. That covers it.
That is a very loaded question because we're a place, but as an organization, the nonprofit is here to make sure the business district has an opportunity to thrive and that we make partnerships and collaborate with the community. Uptown Grand Rapids Inc. has a relationship with the city, and we try to make things go a little bit smoother for our businesses and property owners.
It's a made up name in itself. We're not really uptown. We're actually east of downtown, but we’re up a really big hill, so I think that's where the name came from. There are four staff members currently, the most we’ve ever had. We also have three volunteer boards and we get a lot done with that amount of people.
Can you tell us the origin story of Shop Hop and how it got started?
Yeah, no, I can’t, because we have some conflicting folklore around the start of it. We’ve heard it started in East Hills by a few business owners. We’ve heard it started on East Fulton from a few business owners. But we do know it predates Uptown as an organization, and we know it was started by local businesses who wanted to do something fun and create a holiday attraction.
What it has grown into, and where Uptown got involved, is combining it to include all four of our business districts. It is always the first Thursday of December. People have asked us to move it or do it on weekends or over multiple days, but it is strategically the first Thursday so it can kick off holiday shopping, give people a preview of the district, and give businesses a record sales day when sales would normally be lower.
This is the 28th year. Kind of, sort of. When we did a rebrand in 2023, we looked through historic marketing pieces and old news articles. We picked 25 years because it was the closest estimate and claimed it so it matched the rebrand. If any history expert wants to research it further, I would honestly love to know the real number.
What makes Shop Hop different from a typical holiday shopping event?
It is not just about shopping. It is about an experience and a preview of the district. There is a lot of free entertainment and merriment. We have trolleys you can ride around on. People make purchases, but we have also found that many return later. They might not buy the big thing that night, but they see it and come back on their own time.
Our measurement of success isn’t how many sales are made. It is how many people are enjoying being together in the district.
It is also not super driven by sponsors. Our sponsors are amazing and very supportive, but we limit how many spots there are. The event will happen either way, and we want to elevate the brands that do support it. The whole thing feels very neighborly and jolly, and hopefully lots of people buy little things. It is more about the experience and the exposure and learning the district. We are less than four square miles, and we want people to realize how much more there is to explore beyond their usual stops.
Images courtesy of Uptown Grand Rapids, Inc. Talking about experiences, what kind of experiences can people expect when they attend?
I am going to start with the trolleys. We have the jolly trolleys. This year, for the first time ever, we will have professional entertainment on each trolley, with local performers (singers, actors, comedians) playing the role of tour guide and district ambassadors. They will know what is at each stop and help people get where they are going, and they will keep everyone entertained along the way.
We are going to host a maker’s market and live entertainment at our Fulton Street Farmer’s Market. There is an annual tree lighting brought to us courtesy Harmony Brewing Co. There is hot chocolate and Santa. There is a lot of music this year with strolling carolers and singing groups. The businesses really show up, and it is an amazing time for vendors and makers who pop up and are not usually here. We love that part.
What do you think makes Shop Hop such a beloved tradition in Grand Rapids?
I am partial, but Uptown is such a beautiful district with some of the best stores and businesses. Even if it wasn’t jolly and merry, it would still be a great experience. But we turn it up with performers, decorated storefronts, garland on the light poles, evergreen planters, and all the holiday details that make the vibe feel really merry.
The architecture and scale of the district make it so walkable. It is beautiful to be around. And no matter the weather, people still come out. When it snows, it honestly adds to it. Just bundle up. It is never a marathon shopping experience. Plan your visit, enjoy your highlights, and then come back again.
Why is supporting local retail, restaurants, and artists especially important during the holiday season?
This is when it matters most. It might be slow during other seasons, but this is when we can bring foot traffic and exposure. When you buy local, that money stays local.
We also love that so much goes on behind the scenes. Where businesses source materials, how they hire local staff, or even how staff members sometimes act as pop up vendors for their own creative work. Sometimes these makers get enough exposure that they grow into brick and mortar shops. That has actually happened.
When you buy something someone made, it is unique and you get that relationship behind it. You are supporting someone’s passion. And you are giving them money they need to live. It keeps everything closer to home. It is a win-win.
How does Uptown GR support small businesses year round beyond Shop Hop?
We do a lot, and our website explains much of it. We are not an events organization. We are more like a mix of maintenance and promotion.
We maintain the district from storefront to storefront. We put in trash cans and benches, empty the trash, take care of the planters, remove graffiti, clean the streets, and handle landscaping. We want people to feel safe and welcome so businesses can focus on their work.
We support community events, do small business trainings, connect them to resources, and help them navigate red tape with the city. We support public art and facade improvement. We sponsored six murals this year alone on Wealthy Street.
We also handle marketing and general promotion. Getting media attention, advertising, radio spots, anything that gets people interested in the district.
It is not even all of it, but it is a good snapshot.
For someone who has never been, what is the best way to do Shop Hop?
Prepare by checking the website or Facebook event page and see what you want to prioritize. Once you are here, it goes by fast and you might miss something if you do not start with the end in mind.
Definitely try to get on a trolley. Don’t expect to ride it all the way around. Expect to take it from one point to another and walk the rest. It is not meant to be public transportation. It is a jolly trolley meant to shorten some of the longer distances and add fun. Make a point to ride it at least once.
You will not be able to do the whole district in one night. It has never happened. Pick out your favorites.
Do you have any personal favorite memories from past Shop Hops?
I have been on the trolleys so many times working the event, which is super fun. Our staff fills in wherever we have a gap in volunteers. That is actually why we hired entertainment this year, and I am excited to make new memories.
My favorite memory was when someone came on with a tuba and started playing Christmas music. This was not someone we hired. It was just someone who walked on. We fully welcome that. Bring your instruments. Bring your jolly. A jolly tuba was pretty magical.
How can community members get more involved or support the work Uptown GR is doing?
First, stay curious. What we do is nuanced, and there is something for everyone. We have volunteer committees and volunteer boards. There are always event volunteer roles too.
We also thrive on relationships with neighboring organizations. So even if you are supporting your neighborhood association, you are helping Uptown.
Shop local. Share posts of your favorite places. That exposure is huge and very helpful.
Be intentional with where you spend your money. Keeping it local might take one extra step, but it is worth it.
We appreciate feedback, especially when it is constructive and comes with ideas. Uptown exists because businesses and community members came together with ideas and said, “Let’s make this happen.” We want to keep encouraging that grassroots energy. And of course, come to our events and spend money here.
Thank you, Ingrid! Get ready for twinkly lights, jolly trolleys and holiday cheer. Check out the full event details and plan your night at the link below.
Can’t wait to see you there!