If you ever wondered if Kris Kringle ever really existed, your doubts would be erased the moment you stepped into Bronner's CHRISTmas Wonderland in Frankenmuth, Michigan.  Wally Bronner is the very essence of Christmas.  CHRISTmas is in his heart, his step and in his everyday life. 

Whether you are planning your annual Memorial Day trip up north, or a summertime weekend getaway with the kids, Frankenmuth is the place to go.  Enjoy    Splash mountain,   Zehnder’s brand new water park with the kids.    With over    of water it is sure to bring a smile to everyone’s face as you glid down the winding   slipping and sliding to the end.

 Located only 90 miles north of Detroit, Frankenmuth’s central Michigan location is perfect for the traveler heading north to savor the world famous chicken dinner or relax in Bavarian ambience with the warmth of .

When you walk into Bronner’s CHRISTmas Wonderland the magical imagination of every child’s dream is awakened.  What child has not been hypnotized by the fantasy of millions of twinkling lights.  What child hasn’t dreamt of their toys coming to life or grown large to real life scale. What child hasn’t stood in awe of the magical ornaments each with sprinkled with its own aura of special memories.  This is the place of your childhood dreams. Aisle after aisle of brightly colored treasures awakens the Christmas spirit in you, the innocence of your childhood. 

Since 1945, Bronner’s CHRISTmas Wonderland has amazed the over   million visitors it receives every year with magical power of awe is the world’s largest Christmas store with over 7.7  acres under one continuous roof.  Over     million ornaments dazzle every visitor and  over     animated figures

 It is a tradition to return to Bronners each year to hunt for ones single annual treasure that captures the essence of the past years milestones, a new marriage, a new baby or maybe it is just for plain fun. 

 Wally Bronner

 There is a bit of Christmas in all of us. It doesn't matter who you are, Christmas spirit is the times your mother tucked you in bed, the time you received a hug when you were down, it is present in all of us 365 days of the year. For at Bronner's true spirit comes from founder, Wally Bronner and it is contagious! 

Since 1945, Wally has been enriching the lives of all two million visitors that come into Bronners CHRISTmas Wonderland by allowing all of them a chance to revisit their favorite childhood memories that are rekindled by the rows of Christmas ornaments, decorations and one-of-a-kind gifts.  Aisle after aisle of sparkling colorful treasures from all over the world, large animated figures and over             twinkling lights.  This all comes without mentioning that at     square feet, it is the largest Christmas store worldwide.

 What really brings the Christmas spirit across is the     of staff who share the spirit each and every day to visitors from around the world.  Wally Bronner talks highly about his staff, their dedication and their contributions to the World’s Largest CHRISTmas store. 

Bronners CHRISTmas Wonderland is located in Frankenmuth, the heart of Michigan located 90 miles north of Detroit.  Frankenmuth is Bavarian Country known world wide for its German heritage and fabulous chicken dinners.  One cannot go to Frankenmuth without enjoying the beauty and charm of Michigan’s Little Bavaria.  Upon entering Frankenmuth visitors will be charmed by Michigan’s Little Bavarian alpine ambience, swept away by their hospitality and

Visit River Place for your shopping needs. Built in    , River Place has over    unique boutiques and speciality shops set in a European setting.  Wind around the cobblestone path as each turn brings a new delightful shopping experience.  Looking for Michigan’s past, check out Michigan Memories

The following is a glimpse into the person behind the World’s Largest CHRISTmas Store, Wally Bronner.

Q. What is your favorite place in Michigan and why?

A. Historically, the Henry Ford Greenfield Village.    Nostalgically – Mackinac Island. Decoratively – Bronner’s CHRISTmas Wonderland!

Q. Is there a special Michigan story or place you would like to share?

A.  Many people around the world have pleasant thoughts about the twin peninsulas of Michigan, bordered by four of the five Great Lakes … bodies of water so large that the opposite shore cannot be seen.

 Q. Is there a special memory of a customer’s reaction to a display that you would like to share?

A. Tears of joy in the eyes of a Christian visitor from the Middle East when he saw the life-size Nativity scenes in the outdoor and indoor selection of decorations. He was moved to tears because religious symbols, trims, and messages are not permitted in some areas of the world.

 Q. Is there a child’s story that is particularly memorable?

A. A child that had a rare illness could not be among the public but was thrilled when she and her family and caregivers enjoyed a special glimpse of Bronner’s huge salesroom the size of 1.7 football fields. 

Q.  What is new at Bronners?

A. Even though many have made visits to Bronner’s (2 million per year), guests are amazed to see the many new things during annual or monthly visits. The assortment of 50,000 twinkling, colorful, illuminated trims and gifts meet the eye in a different way depending on whether you stroll casually or speedily through the vast array. There is an approximate change in new items or arrangements every month.

Q. What is the best part of your business?

A. Realizing that annually over 2 million guests from around the world experience joy during their visit to our store where the motto reads, “Enjoy CHRISTmas, It’s HIS birthday; Enjoy Life, It’s HIS way.”

Q.  What is the most special part of Bronner’s?

A. At Bronner’s you can explore an array of 50,000 miniature to gigantic seasonal decorations at no charge. Our saying is that  there’s no cost whatsoever to enter Bronner’s; however there might be a charge to exit should the guest desire to make a purchase.

A triple leisure walk throughout the vast area assures the guest of seeing most everything. Upon entering, walk to the    right until you’re back at the point of beginning. Then walk through the center areas, followed by a third stroll where you are advised to just look up.

 Between strolls, relax in the Season’s Eatings snack area with a refreshing beverage and perhaps a Christmas cookie.In the program center, one can view nearly 1,000 Hummel figurines, a collection of glass ornaments, and one of every Precious Moments subjects produced during the first 25 years of the series.

 Guests are invited to view one or all of the three DVD programs shown in the program center. The selections include the “World of Bronner’s,” “Silent Night Holy Night: the Silent Night Memorial Chapel,” and “A Decorative Life: The Wally Bronner Story.” Guests are invited to drive down Bronner’s half-mile Christmas Lane after dark to enjoy the trims that are illuminated daily from dusk to 11 p.m. 

Another highlight is a visit to the Silent Night Chapel where one verse of the world’s favorite carol is displayed among the landscaping of the chapel area.  Oh, yes! Bring your camera to snap the scenes of your choice. Or take a photo for your next Christmas card.

Q. How does your staff decide what to buy for next Christmas?

A. All of our team listens to item requests from visitors, inquiries, and phone requests.    Our team of buyers visits product shows in the USA and other nations in Europe and  Asia. When we have seen what’s available, we make tasteful selections to fit three  themes: religious, traditional, and toyland. 

Various suppliers offer new innovations and color combinations. The Bronner team   also assembles a variety of decorated wreaths, garlands, swags and centerpieces. About 15% of what’s available represents trends that we set, including our ornament designs that fit a theme, legend, or tradition. Our trend line is also offered in our web store and in over 3 million circulating Bronner catalogs.   Actually, trends are set by consumers. Producers can offer products, but buyers and users decide whether to accept or decline trends.

 Technology makes it possible for us to receive or ship orders to decoration enthusiasts around the world.

Q.  What is the most special part about Frankenmuth?

A.  Frankenmuth originated with settlers coming to this area from Germany to share  Christianity with the Native Americans.

The Bavarian-themed town has 5,000 residents and often 50,000 visitors per day. The community has the good reputation of being friendly and famous for food …

  *food for the eye … two major world-famous restaurants 

 *food for the eye … the beauty of the town that looks like a manicured, landscaped park 

          *food for the soul … five churches in the community and the Silent Night Chapel  replica authorized by the government of  Oberndorf/Salzburg, Austria.

Q.  What is your most special part about Michigan?

A.  Michigan is a beautiful, picturesque state and a water wonderland. In general, it is a destination spot. The Great Lakes isolate the region so it is not a drive-through area unless you enter from Minnesota, Wisconsin, or Canada. The four seasons in Michigan contribute to the wonder of the state.

Q.  Do you want to recognize your staff for their excellent service?

A.  All of the Bronner family is thankful for every member of our team that numbers 530 during peak season. We appreciate their dedication to extraordinary customer service.

Q. Who would you most like to recognize?

A.  The Bronner family is most thankful for a dedicated team of managers and supervisors, their extended tenure, and that of many of our staff. This year alone we are recognizing 85 staff members with 5 years or more of service.

Q.  What awards have you recently won?

A.  Our staff frequently has been recognized locally, regionally, and nationally. The most   recent tribute was from the Michigan Retailer organization that named us Retailer of the Year.

        The Bronner family feels that every award accorded to us should ideally include the name of every staff member because the blend of all the talents is the formula for success. 

Q.  How long it takes to set up your Christmas displays & how many people maintain them?

A.  The setting up of displays and merchandise plus “sparkling” (housekeeping) is a daily procedure. The visual team of up to six members assumes the nearly nonstop challenge of presenting the look and show of merchandising. The goal is providing shopping ease for the guests. 

For our 60^th year in business a unique book came off the press. “The Picturesque Story of Bronner’s Christmas Wonderland” is 254 glossy pages with over 550 photos. The book is available for $18.95 at Bronner’s CHRISTmas Wonderland and www.bronners.com. 

While in the writing mood, originator Wally Bronner is currently writing three additional books that are scheduled for release during Wally’s 80^th birthday year in 2007. One book will be Wally’s autobiography. Another book will include quotations, phrases, quips, reflections, and speech references. The final of the four books is centered around the wonders of CHRISTmas.

Q. How does your staff decide what to buy for next Christmas?

A. All of our team listens to item requests from visitors, inquiries, and phone requests.

    Our team of buyers visits product shows in the USA and other nations in Europe and

    Asia. When we have seen what’s available, we make tasteful selections to fit three

    themes: religious, traditional, and toyland. 

Various suppliers offer new innovations and color combinations. The Bronner team   also assembles a variety of decorated wreaths, garlands, swags and centerpieces. About 15% of what’s available represents trends that we set, including our ornament designs that fit a theme, legend, or tradition. Our trend line is also offered in our web store and in over 3 million circulating Bronner catalogs.

 Actually, trends are set by consumers. Producers can offer products, but buyers and users decide whether to accept or decline trends. 

Technology makes it possible for us to receive or ship orders to decoration enthusiasts around the world.

Q. What is your favorite Christmas tradition?

A.  Our family’s favorite tradition is attending St. Lorenz Lutheran Church on Christmas  Eve where we sing “Silent Night” with the lights low, admire the Christmas tree near the Nativity scene, and then gather at our home. A highlight is sharing gifts to numerous organizations that care for the needy. 

Q. What is your favorite ornament, description, giver, age?

A.  During the 1960s, Italian artist, Maria DeCarlini, presented me with a hand-painted ornament bearing the word “joy.” Mary and the infant Jesus were illustrated in the center of the “o.”

Q.  What is your most memorable person you’ve met, why, and what was said?

A.  In the late 1970s, Van Johnson visited our store. He noticed the old-fashioned, parlor pump organ in our program center and asked who played it. I told him my dear wife Irene played it for public Christmas caroling sessions on December 22 and 23. He asked if I played it. I told him I could only play “Silent Night.” Mr. Johnson said, “Please play and I will sing.” It was a wonderful experience and remembrance.

 Another visitor was astronaut and cosmonaut Jerry Linnenger, who shared his faith in God. He said that when he circled the globe every 90 minutes, he marveled at the planet Earth. He made a decision that when and if he returned to Earth after surviving fire on spaceship Mir, he would urge people to appreciate their family, neighbors, and Lord and Savior.

 Q.    What advice you would give to students wanting to go into business?

A.  A strong backbone is needed in addition to the wishbone.  Pursue your dreams and remember that many words starting with “P” can be a guide: person, plan, people, product, production, persistence, production, persistence, promotion, profit, and prayer.

Q.  Is there anything you would have done differently?

A.  No. I’m thankful that what started as a hobby 60 years ago is still my hobby … actually, I never went to work. Some people that work retire to devote more time to a hobby. In my own case (thank the Lord, family and team), the hobby has kept me so busy that I didn’t have time to go to work. Besides, who would even think of retiring from a hobby?

Q.  How has Michigan’s business climate has affected your business?

A.  Michigan has steadily helped our business. Excellent highway systems, good airline service (including Michigan being a hub for Northwest Airlines), the appeal of Michigan, and the Internet have helped us enjoy constant manageable growth throughout our first 60 years. 

Q.  Have you made any adjustments or will do anything differently?

A.  Computers and information management systems are a constant challenge and a genuine help. As the business grew, we also added expansions. As of 2006, we have 5.5 football fields (7.35 acres) of Bronner buildings located on 27 acres of beautifully landscaped grounds. The parking lot accommodates 1,250 cars and busses. Shopping carts also number 1,250, with 1,500 shopping baskets and bags also available for the convenience of our 2 million annual guests. 

Q. What you expect for the coming year?

A.  God willing, we expect to be of service to a steadily growing number of guests who we hope will visit often … weekly, monthly, quarterly, or as often as their time and desire allow.

Q.  Are there new things are ahead for Bronner’s?

A.  Constantly! The merchandise assortment changes approximately 5% per month.

Q. What’s coming in the near future?

A.  More beautiful and economical ornaments, trees, lighting (including LED – light  emitting diode), and Nativity scenes for indoor or outdoor use.

Q. Will Bronner’s expand in the near future?

A. That’s determined by those that honor us with their first-time and repeat visits.

We adjust our staff, checkout space and shipping department seasonally based on need. During peak season, our    shipping department adds additional shifts to service the growing number of orders that arrive from around the world.  Our family and management team always keep both ears open to absorb ideas and suggestions that guests offer in person via letter or e-mail.

Please visit soon! I’m here most generally on all the days that end with “y.”

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