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For the 26th year in a row, Ashland had no problem rousing the Yule spirit as Santa and Ms. Claus counted down from 10 and flipped on (literally) a million lights, followed by the crowd’s rousing rendition of “Jingle Bell Rock” and spontaneous dancing in the street. “It’s such a good time to get the kids out and begin the holiday season,” said Cederick Victor of Medford, as his three sons played in a long line to get into the Black Swan Theater and recite their top gift wishes. “It makes the corners of my mouth turn up and makes the Grinch’s heart grow bigger.” To much clapping and hooting, and led by an array of marching bands and dancers, Santa (aka city Councilman Dennis Slattery) rode his sleigh from the city library to the Plaza, then made his way to the Brickroom balcony, where he was greeted by over 20,000 revelers chanting his name in anticipation of the Grand Illumination. “Every year, we come down from Seattle to stay with my sister, as part of our Thanksgiving tradition,” said Alex Schiff. “As soon as the lights are lit, we dash to the Black Swan to get at the head of the line and get that chocolate from Ms. Claus” (aka Chamber of Commerce director Sandra Slattery). Her kids are getting older now, she adds, “but I make sure my (older) daughter keeps believing and doesn’t tell her brother because, hey, you know what happens if you don’t believe? You don’t get any presents!” Above loud caroling, Gaya Jaggers shouted, “It’s so festive! I just wish they had more colors among the white lights, but it’s still lovely.” Her friend David Nourie said, “What’s great is all the smiling faces.” Evan Wilson said, “This is a family tradition, coming from Medford for this. The kids love how it kicks off the holiday. It’s got me all jolly listening to the carols. They just sang my favorite, ‘Feliz Navidad,’ and I’m glad to see Spanish going into the mix.” Megan McNulty said, “It’s great family fun bringing in the new season and feeling grateful for what I have and looking forward to the new year.” Strolling quartets of carolers will visit shops and restaurants on Saturdays until Christmas. Reach Ashland freelance writer John Darling at [email protected].