Holyoke kicks off new tourism push
HOLYOKE ― Holyoke is planning several big events this fall and winter to bring more people downtown, support local shops and restaurants, and celebrate the launch of its new Puerto Rican Cultural District.
Each initiative brings something different to the table, the Office of Planning and Economic Development said in a statement this week.
The lineup kicks off with a high-energy celebration launching the Puerto Rican Cultural District, followed by behind-the-scenes access to city landmarks through Doors Open Holyoke, a festive series of cultural holiday events and a new wellness program that blends fitness and food to get residents moving and exploring local flavors.
Beyond Walls has helped to transform Holyoke's Armour Yard into a community space. (Aprell May Munford / The Republican, File)Aprell May Munford
Hispanic heritage month kickoff
Holyoke is turning up the volume on Hispanic Heritage Month with a blowout bash in coordination with Monday Nights at Armour Yard .
The event marks the launch of its Puerto Rican Cultural District — music, food, and pride will fill Beyond Armour Yard on Sept. 15. Beyond Armour Yard is between Race and Main street between Appleton and Dwight streets.
Holyoke was named a Puerto Rican Cultural District last December, making it only the second city in the country with that honor — after Chicago's "Puerto Rico Town."
The Massachusetts Cultural Council officially approved Holyoke's cultural district last November as part of a statewide program that supports places with strong art, history and community pride.
Holyoke has more Puerto Rican residents per person than any other city in the U.S.—except for cities in Puerto Rico itself.
The fourth floor of the Open Square development on Open Square Way is home to a variety of businesses from law offices to dance schools — one more unseen part of the city opened up by Doors Open Holyoke. (Dave Canton / Special to The Republican, File)
Doors Open Holyoke
Following that, the fifth Doors Open Holyoke event will take place Oct. 11, offering residents and visitors a day of cultural, culinary and creative experiences across the city.
Organizers say the day will be packed with fun — from racing homemade "bricks" down the street to tasting dishes from local restaurants — all showing off Holyoke's creative spirit and cultural flavor.
Rain falls during The Holyoke Parade of Lights and tree lighting ceremony in front of Holyoke City Hall on Dec. 3, 2022. (Dave Roback / Special to The Republican, File)
Holidays in Holyoke
Next on the calendar, Holidays in Holyoke is a citywide celebration that mixes traditions, shopping and community fun — from November through January.
From the colorful marigolds and the Ofrenda of Día de los Muertos, to shopping local on Small Business Saturday, to the beloved Tree Lighting and Puerto Rican holiday festivities, the holidays will culminate with Three Kings Day and Las Octavitas.
Ella Hendricks, a counselor at the Youth Kayaking Camp in Holyoke, paddles across the Connecticut River, June 27, 2025. (Douglas Hook / The Republican)Douglas Hook
Step Out Holyoke!
Additionally, Holyoke's newest wellness initiative kicks off in January with a citywide push for health, fun and flavor, the Office of Planning said.
Small businesses across Holyoke are teaming up to help people live healthier — by offering fun ways to get active and eat better.
In January, Holyoke will offer special deals on the first Saturday of each month. These packages are designed for residents who want to get active and explore the city.
The packages will include fun outdoor activities—like walking, hiking or kayaking—plus a tasty, healthy snack or meal from a local restaurant or farmers' market, the Office of Planning said.
Step Out Holyoke! is a fun new way to stay active, check out cool places around the city, meet new people, and discover tasty, healthy food spots you might not know about, the Office of Planning said in its statement.
Aaron Vega is director of planning and economic development for the city of Holyoke. (Hoang 'Leon' Nguyen / The Republican, File)
Spotlighting Holyoke
The Office of Planning and Economic Development has led efforts to grow Holyoke's tourism sector.
The Explore Holyoke marketing and social media campaign was developed with support from a Massachusetts Gaming Mitigation Fund grant to the city, the office said in a statement.
Three project managers will lead the city's big tourism events: Heather Kies will run Doors Open Holyoke, Sasha Viands will organize Holidays in Holyoke, and Alex Torres will manage Step Out Holyoke.
"These three people had some great ideas on how to expand these initiatives, and all have a deep-rooted passion for Holyoke," wrote Aaron Vega, the office director.
For more information residents are encouraged to visit exploreHolyoke.com
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