By Dana Kroll, Uptown Marketing and Communications Specialist
Grand Rapids, Tuesday, November 18, 2025: Uptown Grand Rapids Inc. announces the return of its third annual Uptown Holiday Elf Scavenger Hunt and invites the public to join in on its freshest and most interactive iteration yet: A digital game card, plus a chance to win a $150 gift card to the Uptown business of each winner’s choice.
The hunt’s premise remains delightfully simple; to channel the holiday spirit (and a bit of friendly competition) to encourage the community to explore and engage with the vibrant Uptown district and its many small and local shops, restaurants, studios, spas, and more.
The organization hopes that—much like its regionally renowned Shop Hop event, now celebrating its 28th consecutive year—the expansion of this lighthearted scavenger hunt will continue to grow into another beloved tradition that encourages fun and offers a cleverly incentivized reason to discover and support its local businesses during the holiday season.
Executive Director Ingrid Miller of UGRI shares: “This event is a wonderful way for the community to explore the heart of our vibrant district, discover our incredible local businesses, and kick off the holiday shopping season.”
The interactive contest officially begins Thursday, November 20 and runs through Thursday, December 4. Participants will have two full weeks to “hunt” up until the contest deadline, which also coincides with Uptown’s largest annual event, the Uptown Shop Hop.
Participants of all ages are challenged to find the “mugshots” of at least twenty mischievous elves, each one hidden in the nearly sixty businesses participating in this year’s hunt. Once spotted, participants will record the elf’s name on their player’s card. Hunters may pick up a physical card at any participating business or, for the first time, play entirely online. The digital version also provides information regarding which businesses may be hiding an elf, helping players to refine their “hunt”.
Players have until 9 pm on December 4 to complete their card. Physical cards must be turned in at one of the two designated drop-off locations: Basic Bee Boutique or Sticky Fingers. Five winners will be then randomly drawn for the gift card of their choosing.
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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, UGRI 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.
For more information about this and all things Uptown, please contact Ingrid Miller.