The not-for-profit New Canaan Village Association was founded in 2004 to initiate a strategic and cohesive marketing plan to enhance the image, increase economic activity and broaden the exposure of New Canaan as a unique shopping experience and destination. Its signature event, a gift to the town, is the annual Holiday Stroll on the first weekend in December. Approximately 60 local merchants and businesses are members of the New Canaan Village Association.