Community Main Street has yet again brought crowds downtown for Holiday Hoopla, with the ribbon-cutting ceremony for a new ice rink and a Santa's Beard Contest as last night's highlights.

Hot apple cider was served to the crowd while Wendy and Dean Richardson cut the ribbon to the entrance of the ice rink, located behind Cup of Joe near State Street.

They cut the ribbon in memory of their son, Jeremey, who was a big help to Linda Anderson, who developed the rink idea, in the five years it took to execute her plan.

The weather was too warm for any actual ice in the rink, but members of the Cedar Valley Figure Skating Club who were going to perform came to show their support anyway.

"It took a long time to get it to this point and a lot of help and great experiences along the way," Linda Anderson said.

The ice rink will soon be up and running. The Runners Flat will rent out skates for $2 a day for anyone who wishes to skate.

Also part of last night's Holiday Hoopla events, Kate's On Main held a Santa's beard contest.

"I think it's just fun having people come in and share their stories. One of the little kids up front was telling one of them (the contestants) what he wanted for Christmas," Kate Conlon, the owner of Kate's On Main, said. 

Debbie McFarland, the owner of the College of Hair Design, in Waterloo, brought former students to be the judges.

"I think it's so much fun to get Christmas kicked off. I always bring back past students, and we do a lot of beard trimming and beard design at the school,” McFarland said.

Everyone who participated got $10 gift certificates to Main Street stores and $20 dollars for Kate's On Main. The winner, Jim Marks, received $100 cash.

Laura Goddard advertised the event this year.

"I've been handing out cards at restaurants and snagging people out on the street if they have a good beard," she said.