From a Piedmont Avenue Merchants Association press release:
The 4th Annual Piedmont Avenue Tree Lighting Ceremony & Holiday Stroll
Saturday, December 1
Festivities begin at 5 pm sharp at Key Route Plaza
(Piedmont Avenue & 41st Street)
This event has become an anticipated holiday tradition wherein the Avenue decorations are unveiled, local school children perform, and Santa Claus arrives in grand style and ceremoniously lights a giant tree in the plaza then takes photographs (free of charge) with neighborhood children.
Entertainment continues under the clock tower until 7 pm and attendees are encouraged to walk the Avenue and visit shops staying open throughout the evening. Each year this event brings 1,000+ adults and children to the Avenue and spreads holiday cheer throughout the neighborhood!