Berlin can use this logo on its marketing materials for two years.

By Tara Fischer

Staff Writer

(Oct. 29, 2026) The Hallmark Channel has named Berlin an Official Christmas Town, because of its historic charm and character.

As part of Hallmark’s 25th anniversary, the company searched the nation for the merriest downtown area to serve as the setting for the network’s next holiday film. While Hallmark did not select Berlin as a movie location — it gave that honor to Carlinville, Illinois — it did name the Town of Berlin an Official Christmas Town.

Berlin Economic and Community Development Director Ivy Wells said Hallmark received about 1,500 submissions from towns and cities across the United States seeking recognition for their Christmastime cheer. Hallmark gave only 25 the official designation, and Berlin was one of them.

The title means Hallmark will feature Berlin on its website, bringing national attention to the area, its businesses, and holiday traditions.

Wells said Hallmark provided Berlin with an official title seal it can use for the next two years. The community development director said she also ordered signs reading “A Hallmark Official Christmas Town” to display downtown.

Additionally, residents or visitors who do their holiday shopping at Berlin businesses may receive stickers that read, “purchased in a Hallmark town.”

“It’s a moniker for us just like America’s Coolest Small Town,” Wells said, adding the town can market the designation for two years.

Berlin Mayor Zack Tyndall said he wants to explore more ways to market Berlin, noting that he still believes the town would be the perfect holiday movie filming location. He added that some other Hallmark submissions had promotional videos that Berlin lacked.

“There are ways we can do better,” the mayor said. “We wanted to try to do quarterly promotions. A lot of [the other towns] had videos they could show that we didn’t…We can do better, [maybe by] working with somebody who can do some filming and do it seasonally for us and have it chunked out in smaller pieces that we can push out on social media.”

While the new designation adds another layer to Berlin’s marketing, council member Shaneka Nichols said some residents worry the designation could increase tourist traffic and staff time expenses.

At this week’s Berlin Town Council meeting, Nichols asked Wells whether the Hallmark award could have any negative consequences.

“Some people are unhappy about it as far as what it could mean for traffic and what that would look like and what that could cost us as far as extra tourism,” Nichols said. “Meaning extra work hours, overtime for staff.”

Wells responded that the Hallmark title involves no additional events and will not require additional staff time.

“All it means is it is for us to market ourselves,” Wells said. “Everyone always talks about how beautiful downtown Berlin is and how authentic and real it is, and this is another layer of pride [because] the outside world and country now know that we look like a Hallmark movie.”