- Mayor Sarno, CDO Sheehan join Spirit of Springfield and Celebrate Springfield Committee for Welovespringfield Holiday Marketing Initiative Premiere -
Springfield is bustling with activities and beaming with bright lights during the holiday season, and a collaborative holiday marketing campaign has been created to showcase it all.
On Thursday, November 5, 2025, at 10:30am at The Armory at MGM Springfield, the new Celebrate Springfield Committee came together with Mayor Domenic J. Sarno, Chief Development Officer (CDO) Tim Sheehan, Spirit of Springfield President Judy Matt, along with Paul Dionne, Naismith Basketball Hall of Fame Vice President of Marketing to announce plans for the “We Love Springfield” campaign. Anthony Cignoli, President of A. L. Cignoli Company, served as the emcee.
“I saw the need for a marketing campaign focused on Springfield. The City and the community have so much to offer all year round, and most especially during the holiday season,” said Judy Matt, Spirit of Springfield President. “My next step was to bring marketing professionals from Springfield’s largest attractions and venues together in one room. The response has been incredible. Conversations and collaborations began. We came out of silos and started collaborating in meaningful, impactful ways. We discovered the strength of a shared purpose, and found solutions we were not able to create alone. We became the Celebrate Springfield Committee and have gone on to develop a “We Love Springfield” brand and campaign.
Mayor Sarno states, “I commend and thank my city eco dev team under CDO Tim Sheehan, the one-and-only Judy Matt and Spirit of Springfield team, along with the entire Celebrate Springfield Committee for working together to bring us this wonderful and collaborative campaign that really showcases the winter holiday magic and charm that Springfield has to offer. My administration is proud to support this endeavor – We Love Springfield!”
The collaborative effort will market the myriad of events happening at Springfield’s major attractions and venues using shared platforms, social media, and a new website, welovespringfield.com. The campaign goal is to position Springfield as a holiday destination for residents and the region. There is something for everyone, from Bright Nights at Forest Park to the Springfield Symphony Orchestra Holiday Pops. The Springfield Museums hosts the Grinches Grotto and so many other great events. The Festival of Trees will celebrate their 30th season. Springfield Symphony Hall has a full season of performances. MGM Springfield will bring their holiday tree to light and operate an outdoor skating rink. For sports fans, the community boasts of the Springfield Thunderbirds and the MGM Springfield Basketball Hall of Fame Classic.
"At the Naismith Basketball Hall of Fame, I’ve seen firsthand how the teamwork and collaboration that define basketball also define Springfield," said Paul Dionne, Vice President of Marketing at the Naismith Basketball Hall of Fame. “’We Love Springfield’ celebrates community pride and partnership. This campaign is a great example of local businesses, community groups, and city leaders all working together to make the season brighter for everyone. “We Love Springfield” isn’t just a slogan - it’s a call to action. It is about showing up for each other, supporting local events, and sharing in the pride that makes this city home."
The Celebrate Springfield Committee’s Mission is to showcase the love that shapes Springfield—bringing people together to inspire joy and connection. The Vision is for a community where pride runs deep, driven by shared passion and full of possibility. The Purpose is to elevate Springfield’s stories and people, inspiring community and amplifying the love that makes the city thrive every day. The Values are collaboration, optimism, passion, pride, authenticity, and resilience.
Members of the committee represent the Hampden County District Attorney’s Office, MassMutual Center, MGM Springfield, Naismith Basketball Hall of Fame, Penfield Productions, Spirit of Springfield, Springfield Business Improvement District, Springfield Symphony Hall, Springfield Symphony Orchestra, Springfield Thunderbirds, and White Lion Brewing.
For more information about “We Love Springfield,” and a full calendar of some of Springfield’s premier holiday events, visit https://www.welovespringfield.com/.
