Turning Holiday Fun into Community Good: The Story of Saratoga SantaCon
Via Press Release from the Franklin Community Center
Saratoga Springs, NY – For many people, hearing the words “SantaCon” creates images of Caroline Street being overcrowded, of lots of drinking, and of the craziness associated with an alcohol-related event. SantaCon organizer Brian Miller hopes to change that perception to one of community and local business support, and to inspire other business owners to get more involved in their community.
Miller’s involvement with Saratoga SantaCon began while he worked as a Brand Ambassador, and later Sales Representative, for Saratoga Eagle. The event needed a liaison between the participating bars and the third-party group that was organizing it, and Miller stepped up to the task. Shortly after, the original organizer turned the keys over to Miller. Now, he is the organizer of Saratoga SantaCon, and also the Events Director at The Bourbon Room.
What started as a Caroline Street event that 75-100 people attended, has now blossomed into a downtown, large-scale event. On December 13, 2025, over 3,000 “Santas” descended on Caroline Street and Phila Street and the 15 participating bars. Saratoga SantaCon is the largest pub crawl in the Capital District, and potentially is a top-five pub crawl in upstate New York.
People travel from across New York State, and even from Vermont to attend the event. Miller noted, “It helps being in Saratoga and having all of the bars in one concentrated area, having a beautiful downtown, and having hotels and restaurants here too where people can make it a weekend”.
While Saratoga SantaCon provides attendees with a fun holiday experience, it also has a beneficial impact on the Saratoga community in two ways – by supporting a local non-profit, and through the effects it has on bars and restaurants.
Franklin Community Center (FCC) was selected as the beneficiary of the event by the original organizers, and 100% of the proceeds benefit the agency. Originally, the fee to attend the event was a donation of five non-perishable food items to benefit the FCC Food Pantry. Over time, Miller and FCC transitioned away from collecting items, as it created logistical challenges with storing food overnight in a climate-controlled area and securing a donation of trucks to transport them from Caroline Street to the Food Pantry. Also, the holidays are typically a time of increased donations for the Food Pantry, making financial contributions more needed.
Now, attendees purchase tickets to participate in the event, and all of the proceeds benefit FCC. In 2025, the event raised $26,565 – the most successful year yet, an increase of over $10,000 from the previous year’s total. The funds generated through the event help support FCC in carrying out its mission year-round. FCC serves over ten thousand individuals in Saratoga County each year through its essential programs: Food Pantry, Free Store, Project Lift, Student and Family Services, and Franklin Community Manor.
In addition to the community impact, Saratoga SantaCon positively benefits downtown businesses. For most bars and restaurants, the winter months are the slowest, which creates real challenges for the businesses to stay afloat. Saratoga SantaCon brings in thousands of people, who spend money at almost a dozen bars and restaurants throughout the day. For some establishments, the profits made on the event date alone help generate enough to keep them in business through the winter. This year, the event generated over $500,000 in revenue for the businesses.
What’s next for Saratoga SantaCon? Miller hopes to continue to expand to become a larger scale community event that is highlighted by the pub crawl. His vision? Victorian Streetwalk meets Saratoga Fall Fest, but make it Christmas! The goal is to create opportunities for businesses to host family-friendly activities and events during the day, while still providing the fun atmosphere for the “Santas” in the evening.
Miller hopes that business owners are inspired by the success of Saratoga SantaCon, and help organize their own events or take part in existing ones. Miller says, “As a business owner, on a popular street, use your popularity for good. I don’t think enough people do that”.
His favorite part of Saratoga SantaCon is the level of care the bars and restaurants put into it. He noted that as the first to arrive on Caroline Street, he sees all of the businesses getting ready – putting up their decorations, having staff arrive early, and being prepared to give it their full attention. Their ownership of the event ensures its success, “…when you rely on it, you care if something happens to it”, states Miller.
Going forward, Miller’s aim is for businesses to, “…realize that the largest resource they have to create their own event like this is them”. And if they need help getting started, Miller says, “I’m always open to ideas”.
This December, when you think of Saratoga SantaCon, think of the event’s lasting impact on the Saratoga community through non-profit and local business support.
About Franklin Community Center
Established in 1983, Franklin Community Center is a Saratoga Springs-based nonprofit providing vital programs and services to individuals and families across Saratoga County. FCC’s mission is to work collaboratively with individuals and agencies to improve quality of life and foster a sense of community. From operating a thriving Food Pantry to providing affordable housing, Project Lift after-school programs, and essential household items, FCC impacts thousands of lives annually.
For more information about Franklin Community Center’s Food Pantry and ways to support their efforts, please visit www.franklincommunitycenter.org.