By Dana Kroll, Uptown Marketing and Communications Specialist
Grand Rapids, Wednesday, November 11, 2026: Uptown GR, Inc. is delighted to announce the return of its annual Uptown Shop Hop Elf Scavenger Hunt, taking place Thursday, November 19th through Friday, December 18th. The hunt is an invitation for players of all ages to embark on a festive, district-wide adventure with a few fresh new twists for 2026. It is also a chance to win one of five $150 gift cards, all while supporting the local and independent businesses of Uptown Grand Rapids.
The premise remains delightfully simple: Participants are challenged to track down at least 20 mischievous holiday elves hidden within dozens of participating businesses. They’ll then record their cheeky names on printed player’s cards and return the completed cards to either drop-off point (local businesses Sticky Fingers or Vintage Charm). Entries completed by December 18th will be eligible for a random drawing, with five lucky winners each receiving a $150 gift card to the Uptown business of their choice.
Thanks to three consecutive years of growth in enthusiasm from district businesses and scavenger hunt players alike, this year’s hunt will extend its run; beginning Thursday, November 19th, participants will now have an entire month to explore Uptown in their elf-hunting quest. Hunters can tackle the challenge in a single festive outing or spread their discoveries across multiple visits, giving ample opportunity while in town to discover new shops, grab a bite to eat, and check off holiday shopping lists along the way.
The expanded time frame also overlaps with the Uptown organization’s signature annual Shop Hop celebration, now in its 29th year, (taking place on Thursday, December 3rd). There’s now double the reasons to experience the district during one of its most festive times of year.
Also new for 2026: The elves themselves! In place of the printed elf “mugshots” used in previous years, this year tiny elf dolls have joined the party, adding a playful new dimension to the hunt and making the experience just a bit more adorable, as well.
Much like Uptown’s regionally renowned Shop Hop, the organization anticipates that the ongoing enthusiasm for this lighthearted holiday hunt will continue its upward trajectory. Both offerings have been strategically created to incentivize visitors to explore the district, to make wonderful memories, and perhaps most importantly, to support local during a season both festive and critical to the economic health and long term sustainability of Uptown’s independent businesses.
Per Ingrid Miller, President and CEO, Uptown GR, Inc.: “Uptown GR is proud to support our local businesses and foster a diverse, welcoming, and thriving city district. We invite elf hunters of all ages to explore our festive streets and discover a new favorite place to visit time and time again long after the holiday season.”
______________________________
Uptown consists of four business districts: Eastown, East Fulton, Wealthy Street, and East Hills. The district is also home to five residential neighborhoods: Baxter, East Hills, Eastown, Fulton Heights, and Midtown. In all climates, Uptown GR, Inc. celebrates its mission: to bring together people, partnerships, and possibilities to sustain a strong and vibrant urban district through planning, coordinating, and communicating with and between all sectors of the Uptown community and beyond.
Find more information about the Uptown Shop Hop Elf Hunt
Find more information about the Uptown Shop Hop
For this and all things Uptown, contact Ingrid Miller.