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Discover East Lyme

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Niantic Main Street

277 Main Street

t: (860) 739-2550    e: 


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Holiday Stroll is November 29!

Niantic Main Street is ready to spread holiday cheer throughout the village of Niantic once again with their 11th Annual Holiday Stroll. The family-friendly, favorite event will be held on Saturday, November 29, from 3 to 7 p.m.  More updates to come! To download the Holiday Stroll Program, click here.
Holiday Stroll Schedule:
3-7 p.m. Store and restaurant specials
3-7 p.m. Complimentary horse-drawn carriage rides
3-7 p.m. Characters from the Eastern Connecticut Ballet’s “Nutcracker”
3-7 p.m. DJ on the Liberty Green
3-7 p.m. Heritage Properties’ Toys for Tots Drive on Liberty Green
3-7 p.m. Children’s arts & crafts at the Police Department with East Lyme Youth Services
3-4:30 p.m. S’more station at Berkshire Hathaway HomeServices New England Properties
3-4:30 p.m. Letter writing to Santa at the Children's Museum of SE CT
3-4:30 p.m. "Holiday Idol" performance on the Liberty Green
3-5 p.m. April’s Balloon Creations at Weichert Realtors
4-4:30 p.m. Giuliano's Donut & Bake Shop’s Donut Eating Contest
4-7 p.m. The Connecticut Yuletide Carolers stroll Main Street
5:10 p.m. Countdown to the tree lighting
5:15 p.m. Snowflake Drop
5:20 p.m. Arrival of Santa
5:30 p.m. Visits with Santa and letter delivery
6-8 p.m. Heartbeat Dixieland Jazz Band plays at Smarty’s Restaurant

Children can bring their yearly letters and wish lists to Santa for bringing back to the North Pole, or they can stop in to the Children's Museum to craft their letter. Visits with Santa are free; parents are encouraged to bring a camera to capture the moment.

Niantic Main Street's 11th Annual Holiday Stroll is sponsored by the Grace; Smith Insurance;  Heavy Equipment Services Company; Niantic Plumbing; Guy’s Oil Service; Dime Bank; Heritage Properties SPC; Seaside Village;  Hayes Services; The Sound at Gateway Commons, Dominion, Metrocast; Mermaid Liquors; Flanders Fish Market & Restaurant; Boats, Inc.; Liberty Bank;  and the Niantic & Flanders merchants and restaurants.

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Win a ride with Santa!

Official rules. (They're required and quite long! Sorry!)
No Purchase Required to Enter or Win

1. Eligibility: Niantic Main Street's Win a Ride with Santa Contest (the “Contest”) is open only to legal residents of the 50 United States (including the District of Columbia) who are 18 years of age or older at time of entry. Employees, contractors, freelancers, and bloggers of Niantic Main Street, and/or the immediate family (spouse, parents, siblings and children) and household members (whether related or not) of each such employee, are not eligible. All federal, state and local laws and regulations apply. Void in Puerto Rico and where prohibited by law.

2. Contest presented by Niantic Main Street: 277 Main Street, Niantic, CT 06357.

3. Agreement to Official Rules: Participation in the Contest constitutes entrant’s full and unconditional agreement to and acceptance of these Official Rules and the decisions of the Niantic Main Street, which are final and binding. Winning a prize is contingent upon fulfilling all requirements set forth herein.

4. Contest Period: The Contest will begin at on November 8, 2014 and end at 12 p.m. ET on November 21 , 2014 (the “Contest Period”). Entries received prior to or after the Contest Period will not be accepted.

5. Entry: To enter the Contest, simply comment, like or share the contest photo found on Niantic Main Street's FB page ( Facebook shares must be made "public" for Main Street to view and enter your share in the contest. A winner will be selected at random.

6. Winner Notification: Main Street will notify the potential winner via FB message at the conclusion of the Contest. In order for potential winners to receive their prize, they must respond to the message within 24 hours and provide their full name, age and mailing address. Failure of any potential winner to provide this information within the stated timeframe will result in forfeiture of the prize, which may then be awarded to an alternate winner.

7. Requirements of the Potential Winners: Except where prohibited, the potential winner may be required to complete and return an affidavit of eligibility and liability/publicity release (the “Affidavit/Release”) within seven (7) days of being notified. If a potential winner fails to sign and return the Affidavit/Release within the required time period, an alternate entrant will be selected in his/her place in a random drawing of all entries received. Child must be age 5-12 to be eligible to ride with Santa.

8. Prize: One (1) Grand Prize Winner's child (age 5-12 only) will get to ride in with Santa during Niantic Main Street's Holiday Stroll on November 29.

No cash or other substitution may be made, except by Niantic Main Street, who reserves the right to substitute a prize with another prize of equal or greater value if the prize is not available for any reason as determined by Niantic Main Street in its sole discretion.

9. General Conditions: In the event that the operation, security, or administration of the Contest is impaired in any way for any reason, including, but not limited to fraud, virus, or other technical problem, Niantic Main Street may, in its sole discretion, either: (a) suspend the Contest to address the impairment and then resume the Contest in a manner that best conforms to the spirit of these Official Rules; or (b) award the prize from among the eligible entries received up to the time of the impairment. Niantic Main Street reserves the right in its sole discretion to disqualify any individual it finds to be tampering with the entry process or the operation of the Contest or to be acting in violation of these Official Rules or in an unsportsmanlike or disruptive manner. Any attempt by any person to undermine the legitimate operation of the Contest may be a violation of criminal and civil law, and, should such an attempt be made, Niantic Main Street reserves the right to seek damages from any such person to the fullest extent permitted by law. Niantic Main Street’s failure to enforce any term of these Official Rules shall not constitute a waiver of that provision. In case of a dispute as to the owner of an entry, entry will be deemed to have been submitted by the authorized account holder of the screen name from which the entry is made. The authorized account holder is defined as the natural person who is assigned to an e-mail address by an Internet access provider, online service provider, or other organization responsible for assigning e-mail addresses for the domain associated with the submitted e-mail address.

10. Release and Limitations of Liability: By participating in the Contest, entrants agree to release and hold harmless the Contest Entities from and against any claim or cause of action arising out of participation in the Contest or receipt or use of any prize, including, but not limited to: (a) unauthorized human intervention in the Contest; (b) technical errors related to computers, servers, providers, or telephone or network lines; (c) printing errors; (d) lost, late, postage-due, misdirected, or undeliverable mail; (e) errors in the administration of the Contest or the processing of entries; or (f) injury or damage to persons or property which may be caused, directly or indirectly, in whole or in part, from entrant’s participation in the Contest or receipt of any prize. Entrant further agrees that in any cause of action, the Contest Entities’ liability will be limited to the cost of entering and participating in the Contest, and in no event shall the Contest Entities be liable for attorney’s fees. Entrant waives the right to claim any damages whatsoever, including, but not limited to, punitive, consequential, direct, or indirect damages.
Connecticut Family Magazine, published by The Day Publishing Company, is in no way liable for the contest. They are simply a sponsor of the contest. And they are awesome. We thank them for their support.


The Niantic Main Street Organization

The Niantic Main Street (NMS) organization is a 501c (3) not-for-profit (tax exempt) organization and a Non-Designated Member of the Connecticut Main Street Center.  Comprised of all volunteers, the group is made up of a Board of Directors and various volunteers from within the community of East Lyme and the region.  If you would like to volunteer, please email us at: 

Our Mission and Vision

The mission of NMS is to help promote and implement downtown revitalization efforts in the commercial centers or villages of Niantic and Flanders, in the Town of East Lyme, Connecticut using recommendations in the April 1997 East Lyme Charrette Report and incorporating best practices including the comprehensive approach of the Connecticut Main Street Program.  The vision of NMS is to help create an inviting seaside village easily accessible by car, foot, boat and/or train.  It is a wonderful place to live, work and play, and a place where residents and visitors can gather for specialty shopping, creative entertainment and arts, specialty dining, and water activities within a village that has recaptured its historic past. 

Our Four Step Approach

NMS adheres to the National and Connecticut Main Street’s Four Step Approach: 

Step 1Organization – By focusing on consensus and cooperation, we have helped build a framework for sensible, community-driven programming – matching our community’s assets to its potential.

Step 2 ~ Promotion – By enhancing the image of our downtown through retail promotions, special events and branding. Increasing the social value of our downtown will increase the economic value of our community.

Step 3 ~ Design – By improving the physical value and appeal of downtown through both new construction and rehabilitation of historic and under-utilized buildings. We encourage design of public spaces for walking and gathering.

Step 4 ~ Economic Restructuring – By increasing the economic value by encouraging diversity among current and new businesses suitable to the unique needs of a particular marketplace.

Our History

In 1997, East Lyme residents and business people successfully collaborated with the Yale School of Urban Design to create a vision for a more lively and prosperous community.  Following the study\'s recommendation, Niantic Main Street was created and tapped into the expertise of state and national revitalization experts (i.e., the Connecticut Main Street Center and the respected National Main Street network). With an America the Beautiful grant, Niantic Main Street created a Master Streetscape Plan with input from design specialists.  Based on Niantic Main Street\'s work, the East Lyme planning department applied for and secured a state grant that funded over 61% of the nuts and bolts of basic construction. Niantic Main Street help raise additional funds for special materials that has helped make the difference between a good project and a great project: new streetlights, trees that are tolerant of drought and salt, curbing, a bicycle parking area, and both crosswalks and sidewalks that are accessible to families with strollers and those who are handicapped.

Niantic Main Street Today

Look up, look down and look around.  In 2010, Niantic Main Street saw the fruits of their labors with new sidewalks, new trees, new streetlights, new pavers, new curbs, new crosswalks and new flowerpots.  And lots and lots of people to thank.  But we are not done yet. The initial phase has been funded with a state grant that was combined with private contributions raised by Niantic Main Street for a total of over $500,000 for the project.  While the town pursues additional grants from the state, Niantic Main Street continues to seek contributions for this project that has restored Niantic to its historic beauty as one of Connecticut’s only waterfront downtown destinations.

And the names?  The names of friends, neighbors and businesses rest by the trees and on the streetlamps. By the crosswalks and on the flowerpots. These are the names of our contributors who committed to the project when the streetscape was only a vision. Now it is a reality.  Your name can be added to the list of people who love Niantic. There are additional naming opportunities as the project proceeds.

Want to Help Continue the Streetscape?

      Opportunities for recognition of a donation continue as the project rolls down the street. Choose from the following streetscape elements:

  • Decorative streetlights
  • Beautiful, healthy trees
  • Crosswalks
  • Handicapped/Stroller Ramps
  • Granite Curbing
  • Bluestone Accents for Sidewalks


These naming opportunities allow individuals, businesses and organizations to show their support for Niantic or honor a loved one with this special gift to the town.  Look for bricks engraved with names along the sidewalks. And in the coming weeks, notice as plaques are installed on the streetlights which have just recently lined Main Street.  Niantic Main Street thanks its contributors and welcomes donations of any amount toward the streetscape project or the Niantic Main Street organization.  For additional
information regarding sponsorships or naming opportunities please download our Donation Form or
call Niantic Main Street at (860) 739-2550 and a volunteer will be in touch with you.


Board of Directors

  • Dan Walsh, President
  • Sue Kumro, Vice President
  • Rebecca Frechette, Secretary
  • Teri Smith, Treasurer
  • John Schweizer
  • Kimberly Binaco
  • Dave Labrie
  • Rosemary Vann
  • Paul Formica, Ex-Officio

Advisory Board Members

  • Candy Shapiro
  • Pauline Lord
  • Richard Gada
  • Sonya Hoisington
  • Rob Waller
  • Colleen Gresh

Niantic Main Street

Niantic Main Street is a nonprofit, tax exempt (501)(c)(3) organization.
Your gift is tax deductible to the fullest extent of the law.

We've made a ripple.
     Help us make a splash!


Downtown Niantic Market Niche Strategy Report (April 2005)