Winter Wonderland offers kids gifts, joy and community

On one of the busiest Sundays of the holiday season, when the Mall of America hums with shoppers and spectacle, something altogether different unfolded behind the scenes: joy on reserve.

For four hours on Dec. 7, Nickelodeon Universe, normally filled with thousands, was closed to the public and reopened exclusively for more than 1,000 Minneapolis students and families, thanks to the nonprofit Be the Change, MN. The organization, now in its seventh year, held its annual “Winter Wonderland” celebration, an event designed not only to give away brand-new winter coats, tennis shoes, food, toys, and unlimited ride access, but also to give something deeper: a sense of belonging, visibility and care.

“You know, it’s just a day where we remove all the financial barriers for some of the families,” said John Baker, founder of Be the Change, MN. “A lot of people don’t know this, but many of our families have never been to the Mall of America. And then to have Nickelodeon completely shut down just for them? It’s amazing.”

Baker emphasized that the event is meant to meet community needs with dignity. “We don’t give away anything used,” he said. “We think these kids deserve brand new coats, tennis shoes… quality, and that’s why we partner with Macy’s.”

The demographics of those who attend reflect the tapestry of the Twin Cities: Somali, Black, Hispanic, white and multiracial families all gather side by side, not as recipients of charity but as honored guests in a celebration built for them. “Kids experiencing joy and happiness … That’s the purpose,” Baker said simply.

The power of showing up

What impresses Baker most is the people who donate their time to help to make it happen and show up and participate regardless of class or social position.

“One thing I always want people to know is how important it is when dignitaries and leaders show up,” Baker said. “We had Peggy Flanagan. We had Jason Hackett. We had the police chief, the fire department, so many corporate and nonprofit leaders. And they all came to volunteer.

“That’s one of the things Tracey Williams-Dillard, CEO and publisher of the Minnesota Spokesman-Recorder, was impressed by: the CEOs, the leaders, the community folks. It’s everybody coming together.”

He paused, then added what felt like the heart of his message: “To me, the main thing is coming and being part of community. Everybody gets caught up in the money, but to me, it’s always been the volunteering and showing up for the community.”

It’s a philosophy Baker carries with him from growing up in North Minneapolis, raised by a single mother but surrounded by neighborhood care. “North Minneapolis was a blessing to grow up in,” he said. 

“The community took care of me. And I think that’s why I’m able to make a big impact … I know the community and I know the corporate world, and that lets me bring them together.”

A new partnership

Be the Change MN expanded beyond Minneapolis Public Schools to include 15 children from the Hallie Q. Brown Martin Luther King Community Center in St. Paul. For Executive Director Benny Roberts, the opportunity was invaluable.

“We are incredibly grateful to Be the Change for including Hallie Q Brown,” Roberts said. “They didn’t have to. Fifteen slots may not sound like a lot, but it meant everything to those families.”

Roberts explained that the Center selected children based on a combination of need, age, and existing relationships. “We chose kids and families that we knew could benefit from some extra attention over the holiday break,” he said. “Kids who are in different spaces of need, but also in significant need of community.”

The gift, Roberts stressed, wasn’t only material.

“This is a holiday season where we see generosity, but it’s also a season where people grieve. People are missing loved ones. Opportunities like this put a spotlight on kids who need a moment to feel special.”

A girl’s moment of light

Roberts shared the story of one child in particular, a 10-year-old girl, the oldest of three siblings, who recently lost her great-grandmother.

“She’s like the mama bear of her family,” Roberts explained. “She helps take care of her younger brothers, and sometimes, nurturing them, she doesn’t get time to be nurtured herself.”

When Roberts called her mother to offer the invitation, she broke down in gratitude. The younger two boys were outside the event’s age range, but the family agreed this moment should belong to their daughter.

“At the event, her grandmother told me, ‘My mom just died a couple days ago … and had we known the timing, I’m not sure we would have carved out the time for this. But this was the best thing that could have happened for my granddaughter.’”

It was an emotional moment. “They made me cry,” Roberts said quietly. “She got the attention all to herself, and it was beautiful.”

In the end, Winter Wonderland is not about rides or coats or toys, though all are plentiful. It is about memory. “I know doing this makes a difference for our young kids,” Baker said. “When they’re grown, they’ll always remember this.”

For more information, visit www.bethechangemn.com.

Scott Selmer welcomes reader responses at sselmer@spokesman-recorder.com