Piedmont Avenue Merchants Association
PAMA was established in 1938 and is among Oakland’s oldest continuing business districts. PAMA contributes to the prosperity and overall environment of our neighborhood, our city and our region.
We work with the Piedmont Avenue Neighborhood Improvement League (PANIL) and Shop Oakland Initiative on the revitalization of our city.
The 5th Annual Piedmont Avenue Tree Lighting Ceremony & Holiday Stroll
Saturday, December 7th
Festivities begin at 6 pm sharp at Key Route Plaza
(under the Clock Tower at Piedmont Avenue & 41st Street)
To download flyer [click here]
This event has become an anticipated holiday tradition wherein our Avenue decorations are unveiled, local school children perform, and Santa Claus arrives in grand style and ceremoniously lights a giant tree in the plaza then takes complimentary photographs with neighborhood children. Entertainment continues under the clock tower until 8 p.m. and attendees are encouraged to walk the Avenue and visit shops staying open throughout the evening. Each year this event brings hundreds of adults and children together on the Avenue and spreads holiday cheer throughout the neighborhood!