It's looking really festive in Endicott as hundreds of people celebrated Holiday Magic on Washington Avenue.

It's a free event that showcases local businesses on the street. People enjoyed cookie decorating, taking pictures with Santa, and live music.

Organizers say it's helping to revitalize Broome County.

"The businesses that are open are dong very well. Of course we're here at Phantom Chef which is a really great business that's helping people with cooking classes and other things they do with catering, and people are coming in here that have never been in here before," said Assemblywoman Donnna Lupardo.

Holiday Magic continues Saturday morning with the parade at 11 a.m. on Washington Ave.