For generations of Minnesotans, the holiday season wasn’t complete without a trip to downtown Minneapolis to experience the eighth-floor holiday shows at Dayton’s department store. From its debut in 1963 until its final curtain call in 2016, these immersive displays brought beloved tales like Dr. Seuss, Cinderella, Harry Potter, and many others to life, creating unforgettable memories for children and families alike.
A Magical Start
The first show, Santa’s Enchanted Forest, opened in 1963 and was an instant success. Thousands waited in line to ascend Dayton’s escalators and step into a world of wonder created by Minnesota artists. What began as a modest effort to differentiate Dayton’s from other department stores evolved into a 13,000-square-foot holiday extravaganza.
In the 1950s, Dayton’s aimed to retain its downtown appeal as suburban malls like Southdale in Edina rose to prominence. Clearing the eighth floor of merchandise and dedicating it to public events was a masterstroke. By 1970, the holiday shows became a fixture in Minnesota’s cultural fabric.
The Creative Geniuses Behind the Magic
Local artists like Jack Barkla and Jack Edwards, whose creative resumes included the Guthrie Theater, Broadway, and Hollywood, elevated these productions to their legendary status. Alongside their team, they crafted annual themes featuring over 100 animatronic figures, intricate sets, and hand-sewn costumes. With a budget of $500,000 per show, the artists began their work in January and completed installation by October.
From the fantastical world of Charlie and the Chocolate Factory to the whimsical charm of A Day in the Life of an Elf, the shows were entirely built from scratch each year, showcasing the exceptional talent of Minnesota’s artistic community.
The End of an Era
After rebranding as Marshall Field’s in 2001 and Macy’s shortly after, the eighth-floor shows continued until 2016 when the downtown store permanently closed. Though the curtains fell on this cherished tradition, pieces of the displays found new homes with collectors, and many animatronic figures and design documents are preserved in the University of Minnesota archives.
Reliving the Magic
Minnesotans can relive the joy of these holiday spectacles through a new Twin Cities PBS documentary, Remember the Magic: A Look Back at the Dayton’s Holiday Shows. This tribute highlights the golden era of Dayton’s and the millions of lives it touched.
The holiday shows at Dayton’s were more than festive entertainment; they were a testament to the power of imagination, collaboration, and community. Whether you remember the long lines, the animated figures, or the magical worlds, these memories remain a treasured part of Minnesota’s history.
Let’s honor this unique tradition that brought so much joy and wonder to our community.
Credit: Emma Salomon Mpls.St.Paul Magazine