SCOTTSDALE, Ariz.--(BUSINESS WIRE)--Dec 5, 2025--
This holiday season, Scottsdale Promenade — a premier lifestyle and shopping destination owned by FalconEye Ventures — is delighted to announce a festive collaboration with The Lumistella Company to officially bring their beloved The Elf on the Shelf to one of Scottsdale’s most recognizable landmarks.
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For years, the Promenade has delighted the community with its spectacular tradition: a giant inflatable elf perched atop the 125-foot Frank Lloyd Wright–inspired Spire. Now, in partnership with The Lumistella Company, the center unveiled a brand-new, 40-foot “Scout Elf” — officially recognized and blessed by the creators of The Elf on the Shelf.
As families explore the Promenade, they’ll experience a renewed sense of holiday wonder. The towering elf and the striking Wright-inspired Spire have long been a symbol of seasonal joy; this year, they become an officially celebrated holiday icon, marking an exciting new chapter for the Scottsdale community.
“Over the past few years, locals and visitors alike have shared photos and stories of our giant elf — it’s become part of their holiday tradition,” says David Megdal of FalconEye Ventures. “Partnering with The Lumistella Company elevates that tradition into something truly special.”
This week, the new Scout Elf took its place atop the Promenade’s Spire, serving as a festive beacon for shoppers, families, and holiday lovers from across the Valley. Guests are encouraged to capture their visit, share their favorite moments on social media, and spread the cheer using #ScottsdalePromenadeElf.
“We believe in celebrating joy, imagination, and togetherness — that’s the heart of The Elf on the Shelf,” says Tracy Hanchett, SVP Licensing and Business Development from The Lumistella Company. “We’re thrilled to bring our story to life in Scottsdale in such a big, memorable way.”
Join us throughout the season for themed events, festive evenings, exclusive shopping offers and opportunities to make new holiday traditions with family and friends.
Because at Scottsdale Promenade — when the elf arrives — the holidays truly begin.
For more information on Scottsdale Promenade, visit ScottsdalePromenade.com.
For more information on The Lumistella Company, visit Lumistella.com.
About Scottsdale Promenade
Scottsdale Promenade is a landmark shopping destination featuring architecture inspired by timeless Frank Lloyd Wright designs, thoughtful landscaping, and public spaces designed for community and commerce. To learn more about Scottsdale Promenade, please visit https://scottsdalepromenade.com/.
About FalconEye Ventures
FalconEye Ventures, LLC was founded in 2020 by entrepreneur George Kurtz, CEO & founder of CrowdStrike. FalconEye Ventures has rapidly emerged as one of Arizona’s most active real estate groups, curating a premier portfolio of lifestyle centers and best-in-class development projects. To learn more about FalconEye Ventures, please visit https://falconeye-ventures.com/.
About The Lumistella Company
CCA and B, LLC d/b/a The Lumistella Company is the parent company behind The Elf on the Shelf® Santaverse™, the official source for the stories of the enchanted world of Santa Claus. Family-owned and women-led since 2005, the company's portfolio includes a number of iconic Christmas brands, including: The Elf on the Shelf, Elf Pets, and Elf Mates. As a global company operating in 25 countries, on 5 continents with 85+ licensees, our purpose is to make joyful family moments possible around the world. To learn more about The Lumistella Company, please visit https://lumistella.com/.
Credit: Josh Mason-Barkin
Credit: Josh Mason-Barkin
