by Gage Matthieu
originally published in The Madisonville Meteor on 10/4/2023
MADISONVILLE, Texas – For several months, a billboard has loomed over Interstate 45 going into Madisonville, advertising Madisonville Christmas Company’s grand opening for Labor Day weekend.
You may have driven by the building itself, an unassuming gray warehouse close to Buc-ee’s, whose appearance remained static for what seemed an eternity by the standards of anyone who counts Christmas as their favorite holiday.
Delayed slightly, Madisonville Christmas Company released a statement a few weeks ago detailing the need for more time, moving their opening date to Friday, Sept. 29. A more stylistic billboard with an altered color palette swiftly took Labor Day’s place, and the countdown to the City of Madisonville’s newest destination became abundantly more real.
The store opened its tinseled- up doors on Sept. 29 to large crowds, delighted consumers, and wide-eyed amazement by the deluge of people living Christmas vicariously in the heat. Though calling Madisonville Christmas Company a store is a bit disingenuous to the experience crafted by Lindsey Allen, Ashley Rentz, Connie Clack, and Cathy Stroud — the first part of the array is undoubtedly a retail emporium.
The building and all its parts were meticulously planned for the idea that someone may want to spend an entire day there, and this is made clear in the way one seems to be organically led from station to station, from taking the obligatory selfie with a gorgeously lit display upon entry — to the life-size reindeer pulling a sleigh — that segues naturally into every possible Christmas themed product one could conjure up.
The variety on display serves as a spectacle on its own. However, certain pieces stand out and deliver diligently upon the promise set by Madisonville Christmas Company: bringing a year-round Christmas experience you’re likely to return for.
Near a centerpiece in the form of an enormous, brightly lit Christmas tree stands a marbled countertop with four identical chairs behind it, with President Lindsey Allen and Co-Founder Ashley Rentz talking excitedly to themselves behind the counter. When approached for an interview, the women seemed happy to share their experiences on opening day with The Meteor.
“It’s been good. It’s been steady. Very exciting,” remarks Lindsey Allen. Ashley Rentz adds, “It’s been very exciting; our lines were out the door this morning, and we were ready to go.”
“We’ve been looking at it for a long time, so you forget how beautiful it is. To see the excitement on everyone’s faces has made it alive again for us,” Rentz exclaims.
The pair confirmed that a whole swath of new employees had their first day of work on opening day, September 29 and that Madisonville Christmas Company now employs over 50 individuals in their take on winter wonderland. Creating new jobs was an essential aspect in choosing Madisonville as their location, as the two wanted to ensure that their experience was not just a tourist attraction; they intended to make it a welcoming hangout spot for people local to Madison County.
“Between Houston, Austin, and Dallas, Madisonville is one of the top-exited areas — so we get a lot of foot traffic. The town has also been sweet, welcoming, and warm, and with our Christian values, the small-town vibe fits in with us,” says Allen.
After a perusal through the retail environment, the store transitions neatly into a candy store-fronted restaurant that Madisonville Christmas Company has named Café Twelve 25. The eatery has a varied menu, with everything from Smoked Chicken Gumbo to Snickerdoodle Chai Tea Lattes available.
Large windows line the back of the restaurant, where one can see past nearly every full dining table into the turf-lined yard beyond, replete with an outdoor sitting area, shaded and kept delightful by large ceiling fans fighting the heat, and televisions for your partner to watch the game on as you buy your white tote bag with the word “Naughty” stitched in pink across the front.
The outdoor area is large, with a food truck on standby to take orders and a few photo-op attractions, such as an enormous hollowed-out Christmas ornament you’re meant to sit in or comically oversized Santa boots.
A fence lines the northern end of the yard — presumably for privacy — obscuring the RV park and rental cabins on the property. Near the sitting area lies another building, dubbed The Mantel, a sports bar featuring food, alcohol and big screens.
The Mantel was not open at the time of this publication, though Lindsey Allen and Ashley Rentz assured The Meteor it would be opening soon.
“I’m excited for people to experience this in the evening,” remarks Allen. “When everything is all lit up with the beautiful Christmas lights at night, we want it to be somewhere the whole family can come and hang out. This is a destination, and it’s not just a retail store.”
Madisonville Christmas Company has big plans for the future. President Lindsey Allen spoke recently at a Madison County Economic Development Corporation meeting where she laid out some of the company’s plans in Madisonville. The Christmas Company intends to close the retail area for a few months out of the year as they redecorate the interior, freshening up the shopping experience for the next season.
They plan to keep the RV Park, rental cabins, restaurants, and sports bar open throughout the year, ensuring patrons get their Christmas cheer year-round. She also waxed poetic on the company’s Christian values, something she spoke about at length to both The Meteor and the EDC, solidifying its resounding importance in everything they do.
With a roster of new jobs and contemporary experiences, Madisonville Christmas Company seems to inject fresh stimulants into the economy. Their plans for the future are promising, but what they have now is a finely tuned, excellent experience most would be hard-pressed to be unsatisfied with.