At Tooele's Magic on Main Street on Saturday, Nov. 28, 2026, a phone app changes how you find Frosty and how you prove you found him. How you win stays the same. The prize drawing still happens at Veterans Memorial Park at 5:30 p.m., and Tooele City's event page says you have to be there to win.
That one rule sets the order of the afternoon. The market, the parade, Santa at the Ritz and the business-to-business hunt all fit between 1 p.m. and the tree lighting. The Tooele Downtown Alliance has built the day to keep people walking downtown storefronts the whole time. The Alliance calls Nov. 28 a Small Business Saturday celebration and runs it with the Tooele County Chamber of Commerce and Tooele City.
What Changed From Last Year
Frosty's Quest was a paper event in 2025. The Alliance described it as a small scavenger hunt. Each participating business displayed a Frosty and kept a stamp, and people collected stamps and then had to be at the tree lighting to win.
Here is how the two years compare, based on the Alliance's event pages for each:
| 2025 | 2026 | |
|---|---|---|
| Date | Saturday, Nov. 29 | Saturday, Nov. 28 |
| Market hours | 1 to 5 p.m. | 1 to 6 p.m. |
| Market address listed | 14 West Vine Street | Veterans Memorial Park, 15 West Vine Street |
| How you log a stop | Stamp from each business | Check-in on the Alliance app |
| Prize rule | Present at tree lighting | Present at the 5:30 p.m. drawing |
The extra hour matters. In 2025 the market closed at 5 p.m., before the tree lighting. This year the market stays open through the drawing and lighting at 5:30, so the booths are still running when the crowd gathers in the park.
How the Digital Quest Works
The Alliance's 2026 event page says "the hunt for Frosty is going digital." Based on that page and the city's version, the process goes like this:
- Open the Tooele Downtown Alliance app, which runs in a web browser. The app's home screen suggests adding it to your phone's home screen.
- Walk downtown and look for the custom-decorated Frostys at participating businesses.
- Check in at each location in the app. Those stops also show each business's Small Business Saturday promotions.
- Finish the quest to be entered in the drawing.
- Be at Veterans Memorial Park at 5:30 p.m. for the drawing.
Tooele City says the prizes come from participating businesses and include $100 gift cards. The Alliance asks each participating business to donate a prize for the final stop of the quest at the Ritz Theater, so the hunt ends at 111 N. Main St.
One detail could trip people up. The event card inside the app still carries older wording: a 1 to 5 p.m. window, a paper map with stamps, and a grand prize described as "$500 in groceries and more." Tooele City's page and the Alliance's event page both list 1 to 6 p.m. and digital check-ins. Go by those two pages for the hours, and expect the prize list to firm up once participating businesses sign on.
Frosty isn't the app's first hunt. The app already lists two point-earning adventures, "The Tooele Buffalo Stampede" and "Downtown Wizard Week." Wizard Week ran Aug. 1, 2026, at The Merc Plaza, 28 North Main Street, with a movie at the Ritz afterward and activities at the Tooele Train Museum. If you already set up the app for one of those, you're ready for November.
Building Your Afternoon Around 5:30
Here is the city's schedule for the day, in order:
- 1 to 6 p.m. Downtown Market and Frosty's Quest, Veterans Memorial Park, 15 W. Vine St.
- 2 to 3 p.m. Santa Parade, Coleman Street to Vine Street, ending at Veterans Memorial Park
- 3 to 5 p.m. Cookies and Carols with Santa, Ritz Theater, 111 N. Main St.
- 5:30 to 6 p.m. Tree Lighting Ceremony and Frosty's Quest prize drawing, Veterans Memorial Park
Santa moves through the same schedule. In the Alliance's description, the parade ends at Veterans Park around 3 p.m., Santa then walks to the Ritz, where the Tooele City Arts Council hosts him until 5 p.m., and he lights the trees at Veterans Park at 5:30. Families who follow Santa end up covering the same ground as the quest.
Because of that, the quest fits best around the parade. If you start at 1 p.m., you have an hour of check-ins before the parade fills the route. After 3 p.m., the visit with Santa at the Ritz and the quest's final stop happen in the same building. That leaves the half hour before the drawing for the market booths. The city lists admission to the tree lighting as free.
The city's 2026 page doesn't spell out the parade route street by street, and the map it links has a 2024 filename. Last year's route ran north on Coleman from 200 South to Vine Street, then east on Vine to Veterans Memorial Park. The 2026 description matches that general route, but check the city's map closer to the date before you pick a curb spot.
Downtown Businesses Listed in the App
The Alliance's event page invites downtown businesses to sign up as Quest stops and doesn't yet name any. The app's business directory gives a sense of the area the hunt will cover. These listings have addresses on Main Street or Vine Street:
- Another Man's Treasures, 14 W. Vine St., vintage, antiques and collectibles
- Three Ink LLC, 14 W. Vine St.
- Crystal Float Spa, 40 W. Vine St.
- Hammer & Stain Tooele, 28 N. Main St., Suite 8
- Tooele City Arts Council, 90 N. Main St.
- Ritz Theater, 111 N. Main St.
- Tooele Escape Studio, 211 N. Main St.
Most of these addresses sit within a few blocks of Vine and Main, between Veterans Memorial Park and the Ritz. Treat the list as downtown places to visit, not as confirmed Frosty stops. The app will show the actual stops once businesses sign up.
For Downtown Businesses and Vendors Who Want In
The Alliance has set out simple terms for joining. Joining the quest is free for downtown businesses. A participating business decorates its own Frosty, donates a prize for the final stop at the Ritz, and sends its Small Business Saturday promotion to [email protected] so the Alliance can feature it in the app.
Outdoor market booths cost $25 for a 12-by-12 space. Setup starts at noon, and the Alliance's board reviews applications through the vendor form on its event page. Since this is an outdoor event in late November, the Alliance asks vendors to bring their own propane heaters. Parade floats are signed up through the Tooele County Chamber of Commerce.
What Comes Before and After Nov. 28
The Alliance's next downtown event comes first. Downtown Trick or Treating runs Saturday, Oct. 31, from 2 to 4 p.m., according to the Tooele City calendar.
After Magic on Main Street, Tooele City's 2026 holiday page lists more events for the season: a Mini Tree Festival, Stories with Santa, Meet Santa, Holiday Bingo, Letters to Santa, Wrapped Books, a Coloring Contest and the ELF Dive. Dates and details are in the city's linked holiday guide.
The following weekend, Tooele Valley Magazine's 2026 calendar lists the It's a Wonderful Life Festival, a "Life's Worth Living" Christmas event, for Dec. 4 and 5 at The Peak. A past edition, described on a Tooele County Parks and Recreation page, was held in the Indoor Arena at the Deseret Peak Complex with $1 admission. That page doesn't give 2026 hours or pricing.
A few things to set up before Nov. 28: add the app to your phone, check the city's parade map in the days before, and plan to be back at Veterans Memorial Park before 5:30 p.m.
At Utah Brokers, Lila Jessop and our team work with Tooele families and downtown business owners all year, and events like Magic on Main Street are part of what makes the Main Street corridor work. If you run a business downtown and want to talk through a storefront, a lease or a property question before the holiday season picks up, please reach out. Contact Us.
