Hill City seeks Hallmark Christmas cinema

Hallmark Channel is looking for the merriest Christmas towns across America, and Hill City could be one of them. 

In a nationwide promotion to celebrate Hallmark’s 25th birthday, the channel is in search of 25 towns that are known for making spirits bright. Communities can be nominated based on how well they embody the warmth, traditions and community spirit that define a classic Hallmark Christmas Movie, and one lucky winner will be featured in one.

Hill City Area Chamber of Commerce executive director Erica Layton believes Hill City’s charm, community spirit and holiday traditions make it the perfect candidate and sees the benefit that the exposure could bring our “small but mighty town.”

“This could potentially have a healthy impact on our tourism economy by increasing hotel occupancy, restaurant sales, retail shop revenue, bookings for our local attractions and greater tax revenue for the community. Even a modest increase in these areas during the shoulder season could have a meaningful impact,” Layton said.

The top 25 towns will be designated as Official Hallmark Christmas towns and will receive a promotional toolkit that includes an Official Hallmark Christmas Town digital seal, social and marketing templates and Countdown to Christmas promotional assets to use when promoting their own holiday 2026 town festivities. One hometown will be awarded as the grand prize winner and be featured in a future original Hallmark Christmas movie.

“If Hill City were to win the Hallmark contest, the benefits could extend well beyond the holiday season.  It would give our little town national exposure, introducing millions of Hallmark channel viewers to Hill City—exposure that our conventional marketing falls short of due to budget constraints,” said Layton. “Hallmark fans are known to travel specifically to visit filming locations year-round. They have a passion for picturesque small-town Americana, which is what we are. This would attract a new type of visitor that may have never considered traveling to the Black Hills.”

Hill City’s authentic small-town charm and Main Street’s inviting atmosphere, surrounded by snow covered pines and granite peaks, create a dreamy cinematic backdrop. As the “Heart of the Hills,” Hill City is surrounded by iconic landmarks such as Mount Rushmore and Custer State Park. The opportunities for cinema magic are endless.

“Hill City’s historic main street, nestled in the middle of the Black Hills National Forest, makes it a picture perfect Hallmark setting,” said Layton. “We have heard several visitors at the visitor center say that we look like a Hallmark card or a Norman Rockwell painting.”

Hill City’s locally- and family-owned businesses offer a classic Hallmark movie charm.

“Our small, mostly locally-owned businesses are the heart of Hill City,” said Layton. “We have the family-owned businesses that Hallmark stories often feature. Charming coffee shops, unique restaurants full of character, art galleries featuring local artists, and specialty boutiques where people can find one- of-a-kind treasures.” 

Hallmark seeks communities that embody community spirit, holiday traditions, neighborhood charm and goodwill, something Layton believes Hill City excels at. 

“Hill City has the neighbor helping neighbor spirit in spades,” said Layton. “There is tremendous support for all the nonprofits, and there is always a good turnout for local events.  We have a cohesive community that is full of civic pride. Our businesses and residents are deeply invested in Hill City and genuinely care.”

With the new Light Up Hill City campaign and many community holiday events, Hill City has plenty to offer, even in the shoulder season. The 1880 Train’s Holiday Express rides and tree display at the Railroad Museum are one of the regions signature holiday attractions, and the Old Tyme Christmas Parade brings a nostalgic charm and Christmas spirit.

“Hill City is not just a town that decorates for Christmas, we are a community that lives the spirit of Christmas all year long,” said Layton. “Our traditions, events, businesses and our welcoming hearts create the kind of place where every visitor feels like family. That’s the magic of Hill City.”

Layton is asking for the community’s help to get the town noticed.  

“The community can help or get involved by volunteering in November to decorate the town with  hundreds of thousands of lights, or by donating LED lights or funding to the Light Up Hill City campaign,” said Layton. 

“We are also asking people to nominate Hill City for Hallmark’s Merriest Christmas Town in America by visiting merriestchrist

mastowncontest.hall

markchannel.com.

Entries may include a heartfelt letter, photos, videos and articles that embody the town’s community spirit. Get creative and share what makes Hill City so special. Entries are open and will close Aug. 10. One entry per person.

Multiple nominations will be combined and considered together during judging so, “the more the merrier,” so to speak. If Hill City is chosen as a finalist, it will advance to the public voting phase. The winning town will be selected based on the judging criteria outlined in the official rules. 

“Hill City is a destination that feels like home.  Visitors consistently comment that they return year after year because they feel so welcomed and receive customer service that exceeds expectations in our businesses. We receive letters and reviews that mention our warm Midwest hospitality and friendliness.

“People also comment that they love the relaxed pace, the town’s walkability and that they feel safe here. I hear that our shop owners engage in genuine conversations with visitors, leaving lasting impressions.  These experiences create lasting emotional connections and great memories for our visitors,” said Layton. “Hill City has a story worth telling.”