In a delightful twist of fate, a city in Northern California, once infamous for its somber Gold Rush-era executions, is now vying to become one of America’s most festive Christmas towns, courtesy of the Hallmark Channel.
Nestled in El Dorado County, Placerville was established in 1848, initially known as Dry Diggins. It later acquired the grim moniker “Hangtown” due to its darker past.
The gold found in the nearby rivers and mountains during the Gold Rush era attracted a flood of newcomers, and a series of frontier justice hangings during this time cemented the town’s unfortunate nickname until 1854.
Fast forward to today, and this quaint town of approximately 10,300 residents is celebrated for something much more joyful: its vibrant Christmas festivities.
Placerville finds itself among 25 communities nationwide competing in the Hallmark Channel’s Merriest Christmas Towns contest, a highlight of the network’s 25-year anniversary celebration.
The city’s holiday traditions include the Hangtown Christmas Parade, the Hometown Holiday on Main celebration and Christmas Tree Lane, when a stretch along Highway 50 is decorated with Christmas trees and lights.
The public will be able to vote in the contest, while a panel of judges will also help select the “Merriest Christmas Town,” according to the Hallmark website.
The towns will be judged on their “community spirit, holiday traditions, neighborhood charm, and goodwill.”
Other communities in the running include Ashland, Oregon; Bemidji, Minnesota; and Berlin, Maryland.
Each of the 25 communities participating in the contest has already been designated an Official Hallmark Christmas Town.
But the grand-prize winner will receive an even bigger distinction: the opportunity to serve as a filming location for a Hallmark movie.
Voting is open online once per day through 11:59 p.m. ET on Sept. 4, 2026.