Amarillo Lights at Maxwell’s shines brightly this holiday season

Maxwell’s Pumpkin Farm transforms into a winter wonderland when it launches Amarillo Lights at Maxwell’s, a revamped holiday tradition that kicks off on Black Friday, November 29. The beloved event features more than 1 million twinkling lights, festive activities and opportunities for families to create lasting holiday memories.

More than just lamps

Formerly known as “Maxwell’s Magical Christmas,” the event was renamed this year to distinguish the farm’s holiday festivities from the fall pumpkin patch.

“Our marketing team thought it would be good to give the holiday event a distinct identity,” said Larry Borger, owner of Maxwell’s Pumpkin Farm. “It’s still at Maxwell’s, just under a new name that reflects its own unique appeal.”

While there was initial concern that the name change would cause confusion, Borger is confident that families familiar with the tradition will make the connection.

Now in its fifth year, Maxwell’s Christmas season is filled with new attractions to keep the experience fresh. This year, the farm has added several photo opportunities designed to delight families and enhance their visits.

“One of the best parts of this event is hearing from families who have made it a tradition,” Borger said. “Parents told us that they have been taking photos here for years and have seen their children grow up with those memories. That is something very special to me.”

In addition to the photo ops, Amarillo Lights offers activities for all ages. From themed backdrops to decorated hay bales, the event is designed to provide an immersive holiday experience. Guests can also take part in a new competition to guess the exact number of lights on the farm, with the winner to be announced during Maxwell’s Christmas sale in July.

“We have been advertising over a million lights for years, but this year we are going to count them as we remove them,” Borger explains. “It will be fun to see people’s guesses, and we have a great prize for the winner.”

The man behind Maxwell’s

Larry Borger, a lifelong Amarillo resident, has poured his heart and soul into Maxwell’s Pumpkin Farm since its founding in 2008. But his journey to creating one of Amarillo’s most beloved seasonal attractions is as unique as the farm itself.

Borger did not start in agriculture. After graduating from Abilene Christian University with a degree in finance, he worked as a homebuilder and real estate investor for more than a decade. It wasn’t until a friend suggested the idea of ​​starting a pumpkin farm that Borger’s career took an unexpected turn.

“I never thought I would own a pumpkin farm,” Borger said with a laugh. “But once the idea took root, I couldn’t let it go.”

Inspired by a visit to McCall’s Pumpkin Patch in Moriarty, New Mexico, Borger worked with the original owner of Maxwell’s Pumpkin Farm to open the attraction in 2008. After a few years, Borger took over exclusive ownership, keeping the Maxwell name while expanding its offerings to become a year-round destination for families.

Despite his financial background, Borger has embraced the challenges of agriculture. Before Maxwell’s became known for its pumpkins and Christmas lights, he grew alfalfa on the property, baled it and sold it to horse and livestock owners. Today the farm also grows sunflowers, hay grass and Bermuda grass to support the seasonal attractions and feed the animals.

Known for his dedication to family fun, Borger often attributes his love of the holidays to what he calls his “Clark Griswold side,” referencing the over-the-top holiday enthusiast from “National Lampoon’s Christmas Vacation.”

“You can tell my wife,” Borger said, laughing. “When we got married, I decorated the house like crazy – I loved it. That’s probably one of the reasons we decided to jump into Christmas at Maxwell’s.”

Unlike Griswold’s chaotic beginnings, Borger’s holiday passion did not begin in childhood. “My parents weren’t really into decorating at Christmas. But it all clicked for me after college, when I had my own house. I just loved decorating and going all out.”

His enthusiasm for Christmas cheer is now reflected in Maxwell’s Christmas celebration, which has become one of the most popular seasonal events in the Texas Panhandle.

Affordability for families and giving back to the community

Despite rising costs, Maxwell’s has kept admission prices unchanged since 2021. For Borger, keeping the event affordable is a priority.

“As someone who raised three children, I know how important it is to create opportunities for families to make memories without breaking the bank,” he said. “We have worked hard to keep our entry prices reasonable and our food affordable so that families can enjoy a fun night out together.”

Maxwell’s is also using the event to support a good cause. This year, 50 cents from every hot chocolate sale will be donated to Amarillo Angels, an organization that supports foster care.

“It’s a small way we can give back to a great program,” Borger said. “We have worked with groups like High Plains Food Bank and Snack Pak 4 Kids in the past, and we are excited to extend that tradition through Christmas.”

A labor of love: this is what you can expect this year

For Borger, Maxwell’s Pumpkin Farm has always been about bringing joy to the community. What started as a small pumpkin patch in 2008 has grown into a year-round attraction, with seasonal events that draw thousands of visitors.

“I never thought it would grow to this level,” says Borger. “It’s actually been a God thing, seeing how everything has come together over the years.”

From rideshares to sunflower fields, Borger has worked tirelessly to innovate and keep Maxwell’s a destination for families. For the Christmas period, that means continually improving the displays, adding new attractions and maintaining the farm’s welcoming atmosphere.

In addition to the dazzling light displays, Amarillo Lights at Maxwell’s offers nightly visits from Santa Claus, who arrives at 6 p.m. on a sleigh mounted on the front of a tractor. Santa will stay until 9:30 p.m. and families can have their picture taken with him for free.

“We want to create a space where everyone can enjoy the holidays,” says Borger. “Whether you visit Santa, drink a hot chocolate or enjoy the lights, there is something for everyone.”

The event also includes performances by local choirs and shopping opportunities at the farm’s general store, which Borger’s wife, a retired teacher, helps manage.

With an expected attendance of 20,000 visitors, Maxwell’s is preparing for the biggest Christmas season ever. The farm, which welcomed nearly 14,000 visitors last year, continues to refine its offerings while staying true to its roots.

“I still have so many ideas for what I want to add in the future,” says Borger. “As long as I am blessed with good health, I will continue to work to make this experience even better for families.”

Event details

• What: Amarillo Lights at Maxwell’s

• When: November 29 to December 23, 5:30 PM – 9:30 PM

• Where: Maxwell’s Pumpkin Farm, Amarillo

• Highlights: More than 1 million lights, visits with Santa, live music, photo opportunities and fundraising for Amarillo Angels

For more information, visit https://www.maxwellspumpkinfarm.com/.

This article originally appeared on Amarillo Globe-News: Amarillo Lights at Maxwell’s shines brightly this holiday season