An ice skating rink, an Italian market and a chance to meet Father Christmas himself are just some of the highlights that visitors to Walsall Town Centre can expect this Christmas.
Walsall Council's town centre team has been working in partnership with the business champions group and traders on the scheme.
Events will start on 3 December 2011 with the aim of drawing crowds throughout the run up to Christmas to boost late night and weekend shopping in the town centre.
The ice skating rink - measuring 12m x 12m - will be installed in the Gallery Square in front of the The New Art Gallery on the last weekend before Christmas. The artificial rink will be provided by Leisure Skate Limited and will open on Saturday 17 December 2011 between 10am and 6pm.
Shoppers will be able to buy a selection of authentic Italian delights imported directly from producers in Italy at the Mommia Mia Italian market on Friday 9 and Saturday 10 December. The market will open from 10am to 6pm and will be located in Park Street outside Bhs and Superdrug stores.
Youngsters can also pay a visit to Father Christmas and his Reindeers on Saturday 3 December in Digbeth Square between 10am and 2pm.
In addition, The New Art Gallery Walsall and Walsall Leather Museum will be running activity workshops on 3 December.
Councillor Mike Bird, Walsall Council Leader said: "We believe that we are delivering better value for money for Walsall residents, shoppers and visitors by providing a range of events throughout the festive season rather than just one event.
"We want to encourage families into the town centre for their late night and weekend shopping while giving them plenty of entertainment to enjoy at a more relaxing pace amid all the hustle and bustle.
"We're confident these events will create a real buzz about the place which is good news for all."
If the events prove successful, organisers will build on this for 2012 with a view to marking other key dates.
While there is no single main event there will still be festive lights decorating the town centre together with a traditional tree.