The Richmond Flying Squirrels are taking another major step toward making CarMax Park a year-round entertainment destination.
The team’s event company, 804Live, has announced WinterWorld, a large holiday festival that will transform the ballpark into a winter-themed attraction from November 18 through January 3, 2027.
CarMax Park’s Biggest Non-Baseball Event Yet
WinterWorld is being promoted as the stadium’s largest non-baseball event so far.
The announcement was made Wednesday at a news conference attended by Flying Squirrels owner Lou DiBella, who appeared in a full Santa suit and beard to mark the holiday-themed reveal.
A Winter Wonderland Inside the Stadium
Organizers said WinterWorld will turn CarMax Park into a holiday destination filled with lights, rides and family attractions.
Planned features include more than one million lights, an ice-skating pond, a six-lane ice slide, a Ferris wheel, Santa’s workshop, a Christmas tree maze and what DiBella described as one of the largest live Christmas trees in the region. ne of the largest live Christmas trees in the region.
Inspired by Rockefeller Center
DiBella said the idea is to bring some of the atmosphere of Rockefeller Center in New York to Richmond.
The New York native said Richmond lacks some classic winter attractions, including a major ice-skating experience, and Whelp fill that gap while creating a new holiday tradition for the city.
More Than $3 Million Investment
DiBella and the ownership group, Navigators Baseball, are investing more than **$3 millcording to a letter sent to Richmond’s Economic Development Authority.
DiBella said the first year carries financial risk, but he framed the festival as a gift to fans and the Richmond community that supported the construction of the new ballpark.
Servpro Named as Sponsor
Cleanup and restoration company Servpro is sponsoring WinterWorld.
Organizers hope the festival will attract at least 75,000 visitors, though DiBella said he iring as many as 100,000 people through the gates in its first year.
Break-Even Attendance Goal
DiBella said the event would need roughly 65,000 to 70,000 visitors to break even.
However, he emphasized that breaking even is not the main goal for the inaugural year. Instead, he described the festival as an inves way to deliver on the team’s promise to be a strong community partner.
Roadwork Concerns Near Ballpark Entrance
WinterWorld was also mentioned in a recent letter from Navigators Baseball’s attorney to Richmond’s Economic Development Authority.
The letter raised concerns that roadwork and infrastructure upgrades near CarMax Park’s main entrance could interfere with offseason events, including WinterWorld. Td that limiting access to the main entrance could cause economic harm.
Access Needed Before Festival Setup
According to the letter, Navigators Baseball would allow roadwork to begin after the baseball season if part of the entrance remained available for the team’s annual Squirrel-O-Ween event in late October.
The group also said the entrance wouldible before November 11 so WinterWorld preparations could proceed.
Ticket Details Coming Later
Ticket prices and additional festival information are expected to be announced through the summer and fall.
A presale is planned for August, with public ticket sales expected to begin in September. Organizers also plan to work with local nonprofits to distribute 5,000 complimentary tickets to the public.
804Live Leading the Event
WinterWorld is being managed by 804Live President Chris Yancey, whose entertainment background includes experience with Big Apple Circus at Lincoln Center and venue leadership roles with Caesars Entertainment.
Yancey said WinterWorld is intended to become a signature holiday tradition that residents and visitors return to year after year.
Local Groups and Small Businesses Included
The festival is expected to feature performances from area schools and community groups.
Organizers also plan to include local small businesses in a retail village, creating opportunities for Richmond-area vendors during the holiday season.
More Attractions Planned
In addition to skating, lights and rides, WinterWorld is expected to include a snowball speed pitch, private spaces for holiday parties and a 21-and-older bar.
DiBella said some attractions will require removing and replacing the ballpark’s field to prepare the venue for the winter setup.
CarMax Park as a Year-Round Venue
CarMax Park was designed not only as a baseball stadium but also as a major entertainment venue for Richmond.
804Live launched with the goal of brevents to the ballpark outside the baseball schedule.
Christmas in July Tie-In
DiBella and Flying Squirrels senior adviser Todd “Parney” Parnell said the WinterWorld idea began about two years ago while the new stadium was still being planned.
The announcement was timed to match the Flying Squirrels’ upcoming Christmas in July theme night.
WinterWorld marks the Richmond Flying Squirrels’ biggest move yet to make CarMax Park more than a baseball stadium.
With skating, lights, rides, Santa’s workshop, community performances and local vendors, the holiday festival aims to give Richmond a major seasonal attraction inspired by Rockefeller Center.
While attendance goals and roadwork concerns remain part of the planning picture, the event represents a major investment in turning CarMax Park into a year-round entertainment hub for the city.