Heswall & District Business Association is appealing to Wirral residents and businesses to pledge cash towards the initiative

A South Wirral business group has launched a crowdfunding campaign to transform Heswall town centre into a “winter wonderland” this Christmas.

Heswall & District Business Association (HDBA) is appealing to Wirral residents and businesses to pledge cash towards the initiative.

The association – chaired by Wirral business incubator Whitfield Business Support (WBS) – is hosting the ICE Christmas Festival in Heswall, in December, after just gaining council permission to hold an extended street celebration.

It is now looking for additional funding to help cover costs for workshops, outdoor shows, tented villages and an ornate lighting display running throughout the town.

WBS digital director Justine McLaughlin said the local community is uniting to help organise the ICE Festival, which aims to promote an “interactive, creative and educational Christmas”.

Ms McLaughlin said residents and business owners have already pledged thousands of pounds to the crowdfunding scheme.

However, she is looking to raise greater profile and awareness for the initiate which aims to raise £20,000 before October 4.

“We are aiming to create truly memorable and engaging Christmas celebration in Heswall this year,” added Ms McLaughlin.

“We have just gained council permission to run a longer and larger Christmas event on the high street than ever before.

“The ICE Festival is designed to bring the community even closer together, to encourage greater interaction between residents and local businesses to stimulate community relationships, trade and festive good will.”

For more information on the Christmas Light Festival contact or to donate to the crowd-funding scheme visit http://www.crowdfunder.co.uk/heswall-ice-christmas-festival