Who hasn’t been awe-struck when experiencing the wonder of an expertly produced holiday show? Marriott’s traveling ICE! Production is nothing short of Broadway meets Cirque and will land at five Gaylord properties and JW Marriott San Antonio Hill Country Resort between November and January 2026. The extravaganzas have become a holiday tradition for many, dating back to the first show in 2001.
This year’s production will feature “A Charlie Brown Christmas,” “Rudolph the Red-Nosed Reindeer” and “The Polar Express,” in addition to other favorites, depending on the property.
But what if you don’t have a Santa Claus-sized expense account? We asked Niko Nickolaou, senior director of special events and creative at Gaylord Hotels and JW Marriott San Antonio Hill Country, for tips to wow on a budget.
Set Your Emotional Priorities
Start with the emotion, not the expense. Ask, “What do we want guests to feel when they walk in?” Wonder? Nostalgia? Excitement? Anchoring around that core emotional takeaway helps prioritize where your dollars go. Once you’ve identified the emotional core, lean into design principles that create big moments without big costs.
Read More: Blueprints for Belonging: Designing Events with Purpose, Emotion and Impact
This could be several design elements, like forced perspective, layered depth and shifting environments based on the senses—lighting, audio, scent—to avoid scenic costs. Big impact isn’t about blowing the budget, it’s about knowing exactly where to invest for emotional return.
When everyone at “Mamma Mia! The Party” erupt into spontaneous dance mid-meal, it blurs the line between audience and performance in the most joyful way.
Sounds good, but what specific strategies does a creative director rely on in each line-item category to create those magical moments? Nickolaou broke it down.
- AV/Lighting
- Lighting is the mood. He starts by asking: What do we want the guest to feel at every stage of the experience? Then we layer in dynamic lighting cues to support that, often using programmable systems to evolve the atmosphere without changing physical sets. Nickolaou also leans on AV to enhance story moments, not overpower them. Subtle audio design, ambient layering and focused speaker placement can elevate a scene with minimal gear.
Read More: Event Lighting: Illuminating Success
- Florals
- The events team works with incredible partners and designers in the decor space. With Christmas decor, it’s never just about putting up trees and garlands; it’s about curating an environment that tells a story. They focus on creating layered scenes that transport guests into a narrative. They create scenic moments and emotional touchpoints that scale visually, work for photo moments and still feel intentional. Connecting the decor to the story or the location is key for that memory.
- Entertainment
- Nickolaou always says, “The performer is the memory.” Hit team starts by designing entertainment that moves with the space, whether that’s pop-up vignettes, ambient characters or surprise-and-delight moments. For large-scale events, they prioritize emotional beats and visual spectacle, then scale that core to suit the audience size. It’s not always about more performers; it’s about the right ones in the right place at the right time.
- F&B
- Themed food isn’t just about flavor; it’s about emotion, memory and connection. When done right, it becomes a storytelling device that guests can touch, taste and share. Nickolaou approaches F&B as a powerful tool to deepen immersion, using it to reflect the theme in ways that feel playful, nostalgic or delightfully unexpected. Guests may forget the centerpieces, but they remember how that one bite made them smile, especially when it’s Instagram-worthy and rooted in a feeling. Great themed food doesn’t just complement the experience, it becomes part of the memory.
The Three Cs of Collaboration
Whether you work with a DMC or a venue, Nickolaou called collaboration the key to driving a powerful themed experience. Whether it’s creative concepting or working with a lighting designer, the magic happens when all parties are aligned and open to co-creation. Clear, concise communication of your vision and goals will always yield the best results, regardless of who it is.
