A live holiday DJ experience — four characters, nine venues, one unforgettable season.
4
Characters
9
Venues
35
Banter Clips
1
FM Station
10+
Parks in Year 2+ Sky's the Limit
The Concept
What Is the Jingle Jam?
The Light Park's 2026 season introduces DJ Polar Ice's Jingle Jam — a live holiday DJ experience where guests drive through the show to a curated soundtrack hosted by DJ Polar Ice himself. The show features a cast of four characters, each with their own personality, musical style, and fan base — introduced through radio banter, signage on existing themed areas, and merchandise.
The Guest Experience in One Sentence
Guests tune to one FM station when they pull onto the property and never touch their radio again — from the queue, through the tent, through the full show, all the way to the DJ Polar Ice experience at the exit.
1
Built on What Already WorksThe Jingle Jam layers onto The Light Park's existing show infrastructure. The lights, displays, and themed areas that guests already love stay exactly as they are. What's new: signage that gives each existing area a character identity, a DJ booth at the exit, FM audio, and character art — all designed to make the existing show feel like an entirely new experience.
2
Instant Guest ComprehensionNo story to explain. Guests tune in, hear DJ Polar Ice, and immediately understand: this is a hosted DJ experience. Nothing to catch up on.
3
Character World Builds Over TimeThree supporting characters are introduced through audio and merch in Year 1. By Year 2, adding a costume means guests already know and love that character — the reveal lands harder.
4
Merch That Sells ItselfFour characters = four merchandise lines. Each character has their own fan base. Kids will have a favorite. Parents will buy the wrong one and have to come back for the right one.
The Cast
The Jingle Jam Crew
One physical mascot. Three audio and merch characters. The humor is Shrek/Illumination level — kids laugh at the surface, adults catch the second layer.
🐻❄️
DJ Polar Ice
Host · Physical Mascot · All 9 Venues
Warm, hype, slightly dramatic. The face of the show. Walks the tent in costume AND hosts the radio. His sincerity is what makes every joke land.
🐧
Pixel Penguin
Tech Genius · Audio + Signage + Merch
Girl. Runs the Mix Lab. Deadpan, always right, affectionately tolerates Ice's theatrics. Kids love her confidence. Adults love her eye-rolls.
🦌
DJ Deer in Headlights
Lovable Chaos · Audio + Signage + Merch
Perpetually nervous, perpetually enthusiastic, perpetually causing minor disasters. Things go sideways around Deer — but he means well and it always works out.
🎵
DJ Jingles
Classical Try-Hard · Audio + Signage + Merch
Went to Julliard. For Christmas music. Desperately wants to be cool, can't quite get there, but shows up every single night giving 100%. His parents come every night with a calligraphy banner.
Guest Experience
How It Works
Every touchpoint from the moment guests pull onto the property to the moment they exit is part of the show.
📻
The FM Experience — One Station, Full NightGuests tune to one FM station when they pull onto the property and never touch their radio again. Queue audio plays on arrival. As guests leave the tent and enter the show, a story intro plays on the same station — setting up the Jingle Jam world. Then the full Jingle Jam loop takes over for the entire drive-through.
🎵
Queue Audio — Pre-Show ContentGuests in the queue hear dedicated audio before they ever reach the tent — different from the show content inside. Character music and personality moments that build excitement before they've seen a single light. The experience starts the moment they pull onto the property.
💡
Queue Light Show — Pre-Show ExperienceA light show built specifically for the queue lane, synchronized to the queue audio. Turns dead wait time into part of the experience. Families have something to watch and talk about before they reach the tent.
🎪
The Entry Tent — Every Guest, Every VisitTickets scanned, food and beverages sold, merch displayed. The single guaranteed retail touchpoint. Every guest hears one thing as they enter: "Tune to [frequency] FM — DJ Polar Ice has got you from here."
🗺️
Signage — Existing Areas, New IdentityThe Light Park already has distinct themed areas throughout the show. Jingle Jam signage gives each area a character identity — guests know which character "lives" there. Signs don't create new zones; they give personality to what's already there.
🎤
The Banter — Narrating the BattleBetween every song, the characters trade banter that advances the DJ battle narrative — trash talk, hype, chaos from Deer in Headlights, Jingles warming up in the background. The key: every clip is written to work no matter where a guest is in the show when they hear it. There's no "episode 1" — the loop runs continuously and every clip is self-contained. Guests who just pulled in get the same experience as guests who've been in for 20 minutes. The competition feels live and ongoing the entire time.
👐
Guest ParticipationHeadlight flashes, high beam bursts, glow wand waves. Pixel "reports readings" that make guests feel their actions have real impact on the show.
🗳️
The Gnomie Vote — Exit ExperienceAs guests exit, they're invited to cast their official Gnomie Vote — who won the night? A QR code at the booth launches the vote page. Completing the vote earns a $5 coupon for their next visit. It captures guest data, feedback, and return intent dressed up as a fun show moment. vote.thelightparkops.com
🎛️
The DJ Booth — End of ShowEvery guest exits past DJ Polar Ice's fully branded DJ booth. Slow nights: Jingle Jam Dance Party — Ice is out in costume, kids get out of the car, families dance. Busy nights: The booth is a photo op backdrop and Ice moves to the queue lanes — turning the longest wait in the park into the best surprise of the night.
FM Audio — Concept in Testing
The FM audio system will be tested at an actual venue well before show builds begin. Site testing confirms what's needed at each of the 9 locations — so every venue is proven to work before a single installation decision is made. Every venue is different and will be assessed individually.
Revenue
The Jingle Jam Store
Four characters means four merchandise lines. Every guest can have a favorite. Character-driven merch converts at significantly higher rates than generic souvenirs — guests aren't buying a hat, they're buying their team.
Item
Character
Price
The Hook
Glow Wand
All 4 Characters
$8–12
Character art on each wand. Kids want one per character. Waves out the window all show long — free marketing.
Gnomie Hat
All / Polar Pack
$15–20
Classic pointed gnome hat, character-branded. Photo-worthy. Kids beg to wear it in the car all night.
DJ Polar Ice Plushie
Polar Ice
$15
Already in inventory. $15 is the impulse-buy sweet spot at a drive-through window.
Polar Pack Scarf
Polar Pack
$15
Wearable all winter. Brand visibility every time they leave the house.
Blanket
Polar Pack / Characters
$30–40
Cold weather drive-through = instant sell. Used all winter.
Kids Tee
Choice of 4
$20–25
Kids pick their favorite. Worn to school → conversations → new guests.
Adult Tee
Polar Pack
$25–30
"Polar Pack · The Original Gnomies" — works at all venues.
Hoodie
Polar Pack / Characters
$45–55
Top revenue item. Worn all winter — best walking advertisement in the lineup.
Projects holiday light patterns onto car ceiling. WiFi syncs to the live show in real time.
Four characters = four decisions. A family of four might have one Polar Ice fan, one Pixel fan, one Deer fan, and one parent who just buys whatever their child cries the most about. That's four separate merchandise sales from one car.
New Product · Year One Launch
The Gnomie Light
A custom-branded mini LED projector sold exclusively at The Light Park tent. Sits on the center console, dashboard, or in the back seat so the kids can aim it at the ceiling themselves. Projects rotating holiday light patterns onto the car ceiling. In WiFi Sync mode, it mirrors the live venue show in real time — the guest's car becomes part of the light show.
$30–35
Target Retail Per Unit
$10–15
Target Landed Cost At 1,000 Units
5–10K
Annual Volume If Successful
Oct 2026
Target Launch Season Open
📡
WiFi Sync ModeConnects to "GnomieLight" SSID at the venue. Receives real-time lighting data via UDP broadcast — mirrors the live show's 2 million LEDs in perfect sync. Auto-switches to standalone when WiFi signal is lost.
💡
Standalone Mode6 pre-programmed holiday light modes when not connected. Works at home all winter — guests keep using it long after the show.
🔋
HardwareESP32 module, WS2812B LEDs, LiPo battery (2,000–4,000mAh), USB-C charging. Round puck form factor, flat base — sits on dashboard without tipping. Upward projection onto car ceiling.
🏷️
Branding"Gnomie Light" wordmark + DJ Polar Ice character art on top face. "The Light Park" on base. Matte black or dark navy finish. OEM supplier spec complete — ready to send to manufacturers.
Why It Works
The Gnomie Light turns every car into part of the show. It's the most shareable, most Instagram-worthy item at the event — and it keeps working all season at home. The WiFi sync is what makes it unique; no other drive-through Christmas show has anything like it.
Multi-Year Plan
Year One & Beyond
The Jingle Jam is designed to grow. Each year adds a reveal that existing fans have been waiting for.
Year 1 · 2026
The Jingle Jam Launches
DJ Polar Ice hosts across 9 parks. Three characters introduced through audio, signage, and merch. Guests fall in love with the world. Gnomie Light launches. Four character merch lines established. The competition begins — but no winner yet.
Year 2 · 2027
The Finale
Growing — at least 1 new park required to unlock the Finale lane model. After that, the sky's the limit.. One new lane added to every existing park — freeing up 9 lanes across all parks for a dedicated Finale experience at the end of the show. Characters get physical costumes. The competition resolves. A winning DJ is announced. Different winners at different venues drives repeat visits. For the first time the Gnomies experience a full emotional arc — anticipation, competition, and resolution — all from their car.
Year 3+ · Ongoing
Full Story, Full World
New characters introduced in audio, revealed in future seasons. Each year deepens the lore. Returning Gnomies are insiders who remember who won. New guests want to catch up. The Jingle Jam becomes a tradition — not just a light show.
Why the Finale Lane Changes Everything
Adding one lane per park in Year 2 doesn't just give more capacity — it creates a dedicated physical space for storytelling. The Finale lane is where the Jingle Jam world becomes real: characters meet guests face to face, the winner is revealed, and the Gnomies feel like they were part of something. That emotional payoff is what turns a light show into a memory — and a memory into a tradition.
Guest Data + Return Visits
The Gnomie Vote
At the show exit, guests scan a QR code to "Cast their Official Gnomie Vote." Built into the voting flow are the questions that give TLP the data it needs — dressed up as participation.
"Who won tonight? DJ Polar Ice thinks it was him. Cast your official Gnomie vote — complete your vote and get $5 off your next visit, because real Gnomies always come back."
What it captures: Character preference · Music feedback · Zone performance · NPS score · Party size · Marketing attribution · Return intent · Email address for next season. The $5 coupon redeems at the tent on next visit — a family spending $40–80 returns for a $5 incentive. High-ROI data acquisition.
Capital Build · End of Show
DJ Polar Ice Experience Zone
At the end of every show, every guest drives past DJ Polar Ice's fully branded DJ booth — the final moment of the guest journey and the most shareable photo opportunity in the park.
9
Booths Built One per venue
$2,970
Per Venue Truss build
$26,730
Total All 9 venues
🎉
Slow Nights — Jingle Jam Dance PartyDJ Polar Ice in full costume. Guests park, get out, dance. Kids line up for photos. Families get the most memorable moment of the whole experience — the photo that ends up on Instagram.
📸
Busy Nights — Photo Op + Queue DeploymentShow flow must stay moving. The booth runs as a lit, branded photo backdrop. Ice moves to the queue lanes — turning the 30–45 minute wait into a surprise character interaction. Families who've been waiting arrive at the tent already excited and more likely to buy.
🎛️
Always-On ImpactThe booth is lit and impressive whether or not Ice is present. Custom truss facade with built-in LED lighting, DJ Polar Ice character art, and Jingle Jam branding — a visual payoff at show exit every night.
Capital Build · Show Infrastructure
Holly Berry Truss Arch Conversion
Four Holly Berry pipe tunnel sections across our parks will be converted to truss arch construction — tripling display coverage from 100 to 300 linear feet per section using the same coro inventory we already own.
4×
Coverage 100ft → 300ft
32
Arches Across all shows
$62,720
Materials Total investment
Current pipe tunnel configuration — same coro inventory gets mounted on the new truss structure
Proposed truss arch — front, orthographic, side, and top views
Already proven: Spring 2025 Wreath Tunnel used the same coro-on-truss method and ran the full season without issues
✓
Same Coro, More ImpactNo new coro inventory required. The existing Holly Berry coro panels mount on the new truss structure, covering 3× the linear footage for the same prop cost.
✓
Already ProvenThe Spring 2025 Wreath Tunnel used the same coro-on-truss methodology and ran without issues through the full season. This proposal scales that success to four Holly Berry installations.
✓
Labor SavingsTruss installs faster than pipe tunnel builds. Fewer crew hours per setup, same end result — or better.
Materials cost: $62,720 · Shipping TBD · Labor savings offset a significant portion of the investment over the season.
Capital Build · Tent Infrastructure
Tent Display Rack System
A new display rack system for the entry tent — double-sided island racks that serve both adjacent lanes simultaneously, with integrated TV screens for merch presentation and character content.
86
Racks Across 9 shows
12'×8'
Rack Size Per unit
$71,881
Materials Total investment
Front elevation technical drawing + 3D three-quarter render — 12' wide × 8' tall, dual 42" TV at center
Front and side view renders — double-sided shelving visible from both lanes
4-lane tent layout — 6 double-sided island racks between lanes, 4 single-sided perimeter racks
🛍️
Character Merch PresentationEach character gets dedicated rack space with their own art display. "Deer in Headlights' Merch Corner" — chaotic, fun, matches his energy. Character displays drive purchase intent.
📺
Dual 42" TVs Back-to-BackEach double-sided rack features dual TVs at center — visible from both lanes simultaneously. Can run character content, merch highlights, or show previews while guests wait in the tent.
🔄
Reusable Year Over YearSteel frame construction, slotted wall track shelving. The same racks work for Jingle Jam Year 1 and every season after — just swap character art panels.
Materials: Metal $21,694 + Shelving $50,187 = $71,881 total
Total 2026 Investment
Season Investment Summary
All three components — Jingle Jam, DJ booths, truss conversion, and tent racks — together represent the full 2026 season plan.
Component
Type
Cost
Notes
Jingle Jam — One-Time Production
Voice Production (ElevenLabs AI)
One-time
~$0
In-house via existing subscription
Audio Sequencing & Bumper Tracks (35 clips)
One-time
$7,000–9,000
~$200/track
Character Art & Graphic Design
One-time
$3,000–6,000
4 characters, all uses
Gnomie Vote Web Form & QR Signage
One-time
~$500–1,000
Hosting is free
One-Time Production Total
$10,500–16,000
Per-Venue Builds (× 9 venues)
DJ Polar Ice Booth (truss build)
Per Venue
$2,970 · $26,730 total
From 2026 Improvements — Truss tab
Queue Pre-Show Light Display
Per Venue
TBD
Scope varies by venue
Zone Signage (branding existing areas)
Per Venue
$5,000–10,000
Reusable year over year
FM Audio System Upgrade
Per Venue
TBD — site testing required
Proven at test venue before season builds
Show Infrastructure
Holly Berry Truss Arch Conversion
All shows
$62,720
Materials only, shipping TBD
Tent Display Rack System
All shows
$71,881
Metal + shelving
Infrastructure Total
$119,278
2026 Season Total (excl. FM + queue lights + merch inventory)
~$191,000–$205,000+
Merch inventory recouped through sales
What This Delivers
A completely transformed guest experience across all 9 venues — with a narrative, a cast of characters, a merch program, a data collection system, better show infrastructure, and a DJ booth that becomes the most talked-about moment of the night. Built to grow. Designed to last.
