Sherman, Tx — Midway Mall is getting a festive revival this December, thanks to Frank and Jennifer Ball — owners of Echo Crue and the driving force behind a full slate of free holiday events designed to bring families back into the mall.

From Santa visits to Gingerbread-themed activities, the couple is transforming the mall into a holiday destination for Grayson, Collin, and Fannin County families who want to celebrate locally without fighting their way through DFW traffic.

A Free Gingerbread Family Event — Dec. 6, 12–4 p.m.

Families can kick off the day with:

• Free photos with the Gingerbread family Holiday activities for kids
• Gifts for the first 200 children
• Local vendors set up inside the mall

The event aims to bring families together while showcasing that the mall is very much open.

Free Santa Photos — Dec. 6, 2–5 p.m.

Echo Crue is decorating the entire Santa set themselves — at no charge — to create a magical experience for local families.

“We’re donating our time and design to make it special,” owner Jennifer Ball said. “We want families to have memories here again.”

Santa will be joined by:

• Mrs. Claus
• “Elf Security”
• A candy-cane elf

All photos are free for families.

Holiday Vendors Every Weekend Through Dec. 21

Local vendors will be set up throughout the mall every Saturday and Sunday, offering hand-crafted gifts, decor, clothing, treats, and more. The Midway Mall is expected to be the busiest it has been in years.

Candy & Chrome Toy Drive — Dec. 13, 12–5 p.m.

In partnership with Toys for Tots, the mall will host a holiday toy drive in the parking lot. Attendees are encouraged to bring new, unwrapped toys to support local children this Christmas.

A Community Tradition Reborn

For Jennifer and Frank Ball, the events are about more than celebrating the season — they’re about restoring a sense of community to a place that once meant so much to local families.

“I hope these events help others know about the stores that are open here,” Jennifer said. “We want to bring people together again.”

With multiple holiday celebrations on the calendar and dozens of local vendors committing to the mall’s December lineup, Echo Crue is proving that Christmas spirit is alive and well in Sherman — and Midway Mall may just be the most unexpected holiday hotspot of 2025.