Loading...What started as a simple roadside display has evolved into a hallmark of community engagement. “Our goal was to bring a festive cheer to the local communities and show the human side of our brand.” explains Sam Richards from the Ben Burgess marketing team. Today, every outlet decorates its own lineup of equipment ranging from tractors and telehandlers to forage harvesters, sprayers, trailers, and even excavators. Landscaping and grounds-care equipment as well as golf machinery often join the display, making it inclusive for enthusiasts beyond agriculture.
People like it
The response has been overwhelming. Families flock to the branches to admire the lights, snap photos, and share them on social media. “Social media engagement has been great,” says Richards. “People love posting pictures of decorated tractors, and that visibility helps us stand out in the industry.” For a few years, Ben Burgess even hosted light switch-on events complete with mince pies and mulled wine. These gatherings drew hundreds of visitors, turning the displays into festive retail opportunities. Although the large-scale events no longer take place, the tradition of decorating machinery continues, keeping the community buzz alive.
Connecting people
Beyond the sparkle, the initiative brings people together and strengthens connections. Families visit with children, creating joyful experiences that resonate with the community. The displays also serve a deeper purpose: bridging the gap between agriculture and the public. “Not everyone who visits is a farmer,” Richards explains. “By opening our doors, we make the industry accessible and start conversations that matter.” From compact tractors to large combines, the variety of decorated machines reflects the diversity of modern farming and invites everyone to be part of it.
As other dealers followed, Ben Burgess remains proud to have led the way. For them, it’s more than lights on machinery – it’s about connecting, creativity, and celebrating the season together.