3 min
ENLIGHTENing the Holidays: How Meijer Gardens Turned Art and Nature Into a Year-Round Attraction
With the completion of its second season, ENLIGHTEN at Meijer Gardens has moved beyond the idea of a seasonal attraction to become a defining example of how cultural institutions can transform the off-season into a destination experience. The program’s exceptional year-over-year growth, combined with national recognition in only its second year, signals a turning point in how Meijer Gardens engages audiences year-round. At the center of that evolution is Carol Kendra, whose leadership perspective connects ENLIGHTEN’s creative ambition, production scale, and audience growth to a broader strategy of experiential cultural programming. As Chief Operating Officer at Frederik Meijer Gardens & Sculpture Park, Carol Kendra provides strategic oversight for daily operations, guest experience, programming and long-term planning across the organization’s 158-acre campus. It washer leadership and strategic vision helped shape ENLIGHTEN from concept to a growing cultural phenomenon. View her profile Meijer Gardens has long been active outside traditional peak seasons, regularly hosting programs such as Fall at Meijer Gardens, Spring at Meijer Gardens, and its longstanding holiday tradition University of Michigan Health-West: Christmas & Holiday Traditions. These initiatives established a foundation for shoulder-season engagement and demonstrated that audiences were willing to experience the Gardens beyond summer months. ENLIGHTEN marked a deliberate step forward, not simply another seasonal offering, but a fully immersive evening experience that invited visitors to experience Meijer Gardens in a new way during the winter months, using light, sound, and landscape to create a sense of wonder and discovery. The annual event has also garnered attention from media across the country: Taking the Experience to the Next Level What distinguishes ENLIGHTEN is its production and experiential ambition. The program was produced in collaboration with Lightswitch and Upstaging, firms recognized internationally for creating world-class immersive environments and technically sophisticated experiences. Their portfolios include large-scale botanical light installations, major theme park productions, and live and recorded projects for globally recognized, award-winning artists. That expertise elevated ENLIGHTEN into a carefully choreographed, multi-sensory journey that integrates light, sound, landscape, and movement in a way that complements — rather than overwhelms — Meijer Gardens’ art and horticulture. This approach reflects a deliberate investment in experience design, audience flow, and emotional impact. The result is an experience that: Extends engagement well beyond traditional daylight hours Encourages repeat visits across a single season Attracts audiences who may be new to Meijer Gardens ENLIGHTEN reflects how cultural institutions are responding to changing audience expectations. Visitors are increasingly seeking experiences that are immersive, emotionally resonant, and worth traveling for — even during traditionally slower seasons. By building on its history of seasonal programming and elevating it through design, technology, and collaboration, Meijer Gardens demonstrates how institutions can grow without losing authenticity. Expert Insight: As a senior leader involved in shaping Meijer Gardens’ visitor experiences and institutional strategy, Carol Kendra brings expert insight into: How ENLIGHTEN was conceived as both an artistic and operational response to seasonality Why immersive seasonal experiences resonate with broad, multigenerational audiences How art and horticulture can be activated together What measurable growth means for long-term institutional planning and cultural relevance Her perspective helps journalists and industry professionals understand ENLIGHTEN not simply as a holiday event, but as a case study in cultural innovation and audience development.
