Hallmark’s Newest Hit: Cruises, Christmas Towns, and the Rise of Experiential Entertainment

Hallmark is launching a major new business. The 115-year-old company is moving beyond greeting cards and television movies. It is now building a large-scale experiences division. This shift marks a significant expansion for the iconic brand.

The strategy connects its massive media fandom with real-world events. According to company leadership, experiences now form a “third leg of the stool” alongside products and content. This move capitalizes on deep audience loyalty cultivated over decades.

From Screen to Scene: Building Fan Immersion

The initial forays have been highly successful. In 2024, Hallmark launched its first branded fan cruise. The voyage sold out almost immediately. A waitlist grew to tens of thousands of hopeful fans.

The company also transformed its Kansas City headquarters. It created the “Hallmark Christmas Experience” for the 2024 season. The event features musical performances, shops, and tree lightings. It allows visitors to step directly into a Hallmark movie setting.

Actors familiar from countless films are central to these events. Stars like Nikki DeLoach and Benjamin Ayres participate actively. They host shows, meet fans, and create original programming from the events themselves. This access builds a unique, personal connection.

A Strategic Flywheel for Future Growth

This is not a side project. Hallmark Chief Brand Officer Darren Abbott calls it a core business pillar. The company sees a clear “permission” from its audience to expand into live experiences. The goal is to bring its stories to life physically.

The model creates a powerful content flywheel. Live events generate new original programming, like TV specials and docuseries. Sponsors from its media business also join the experiences. This creates integrated revenue streams beyond traditional advertising.

The future roadmap includes more expansion. Hallmark is planning a “Stars on Tour” auditorium tour for summer 2026. It aims to scale specific activations from its holiday events to other cities and seasons. The company believes its family-friendly appeal works year-round.

Hallmark is betting big on experiential entertainment to deepen brand loyalty and open new revenue channels. Its unique blend of trusted talent and heartfelt storytelling provides a solid foundation. The early success suggests fans are eager to live the Hallmark life, not just watch it.

Info at your fingertips

What is the Hallmark Christmas Experience?

It is a seasonal event at Hallmark’s Kansas City headquarters. It features holiday shops, musical performances, and tree-lighting ceremonies. The event lets fans immerse themselves in a setting inspired by the company’s movies.

How popular was the first Hallmark cruise?

The inaugural 2024 cruise sold out extremely quickly. The waitlist for it reached tens of thousands of people. Due to demand, the 2025 cruise itinerary was doubled in size.

Who participates in these Hallmark events?

Events feature many of the network’s most familiar actors and stars. Talents like Nikki DeLoach and Benjamin Ayres host and perform. Their involvement is a key draw for dedicated fans.

Are more Hallmark experiences planned?

Yes. Hallmark confirms it is developing experiences for other times of the year. A “Stars on Tour” national auditorium tour is planned for testing in summer 2026.

Why is Hallmark moving into this business?

Company executives see a strong fan desire for real-world connection. They believe their brand has unique permission to create these immersive stories. It forms a strategic third business pillar alongside products and media content.