How Hallmark finds its Christmas towns

Hallmark Christmas movies have become a symbol of the holiday season. They're set in storybook locations with festive main streets, charming homes and towns of starry night skies.

How does Hallmark find them?

"We rely on our amazing production partners to help us scout and find locations," said Ethan Wolf, manager of physical production at Hallmark Media. "Their knowledge of the local landscape is a huge asset to our filmmaking."

The movie's script plays an important role in the locale, said Wolf. "When selecting a filming location, we start by reviewing the script and analyzing its creative needs," he said. "Addressing the script’s asks — is the story set in a neighborhood, a Christmas market, on a cruise ship, etc. — is the backbone of determining where we film."

A scout will contact the production designer for the movie to discuss possible locations, said Kate Eisemann, a location scout who runs The Locations, a Fairfield, Connecticut, business that provides a listing of properties for film, television and still photography. In most cases, the designer has a state selected, she said.

Eisemann scouted the location for the 2018 movie "Christmas at Pemberley Manor" set in Wethersfield, Connecticut. The script centered on an older, grand home, so she identified one to match the setting. The town also had an inn that served as an ideal backdrop for a key dinner scene.

Tax considerations can influence locale, said Andrew Gernhard, a producer behind several dozen Hallmark Christmas movies, including the current "Holiday Touchdown: A Bills Love Story," which runs through December.

Hallmark chose Buffalo because of New York's generous tax credits to filmmakers, said Gernhard, who owns Synthetic Cinema, a Rocky Hill, Connecticut, film production company.

Movies filmed in New York state can qualify for a tax credit equal to 30% of the production costs, according to the New York State Film Tax Credit Program. Movies can receive an additional 10% credit on labor expenses if they are filmed in certain New York counties, including Buffalo's Erie County.

Hallmark worked many aspects of Buffalo culture into the film, said Patrick Kaler, president and CEO of Visit Buffalo Niagara, an organization that promotes tourism. They include Vidler's, a five-and-dime store owned by the same family for 95 years where you can still scoop penny candy from a jar. The Aurora Theater also served as a set, he said. The movie even sprinkled in a beloved community doughnut — peanut sticks — from Paula's Donuts.

Hallmark also included several past and present members of the Bills team, including NFL Hall of Fame star Thurman Thomas and current head coach Sean McDermott, said Kaler.

Kaler wasn't in the film, but he pitched in to help at the premiere when a golf cart broke down carrying Santa and 320-pound offensive tackle Dion Dawkins. "The power couldn't get them up to main street, so I pushed it," he said.

Other considerations for location selection include affordability, said Eisemann. A setting that is local to the film crew and actors is a plus because it means Hallmark doesn't need to pay for a hotel, she said. Parts of Connecticut that are close to New York are very expensive, so Hallmark shoots farther north.

When scouting for a particular movie — she only does one at a time — Eisemann files away locations that might work for other films. "I live in Connecticut, and I know what is cute," she said.

Surprisingly, snow is not a requirement, Eisemann said. "Almost every Hallmark movie I've done was shot in the summer," she said. "I feel bad for the actors — they're all in coats."

Does anything disqualify a home? The owners, Eisemann said. A film requires a crew of more than 50 people to be at a location for weeks. There are cars that need parking space, she added.

It's also hard to shoot in a small house or room, Gernhard and Eisemann said. There are rigs and people moving around. The art department needs space along with hair, makeup and wardrobe rooms. There needs to be room for outside toilets, garbage collectors and caterers. "We shot beautiful homes in Connecticut — 3,000 to 6,000 square feet," Gernhard said. "My mom could never afford the home." 

When Eisemann finds a home, she leaves a flyer at the door. Most times, she never hears back. Those who call don't do it for money but because they think it's interesting and fun, she said.

Residents can still live there during shooting, but Eisemann advises against it. "It's not conducive to jobs or children," she said. Pets can't stay, and night shoots will keep everyone up all night, she added.

There is no standard rate paid to use the home, Eisemann said — it all depends on the budget for the movie.

Hallmark can use the same location for a different movie, said Wolf. "Through the magic of filmmaking, we can use opposite sides of the street to represent different parts of town, or even totally different towns," he said.

So, cozy up to a Hallmark movie this holiday season knowing the expertise that went into finding the perfect setting.

Set on the peninsula, the city of Newport is a popular destination in Rhode Island because of its waterfront access and charming downtown. It is also the setting of a new Hallmark movie, "A Newport Christmas." While full of New England charm, Newport might not be considered humble with the average value of a home at $1.2 million. Newport’s history dates back to 1639, and the city has several estates with Gilded Age mansions. The city also has Cape Cod- and colonial-style homes.

Tucked in the heart of the Blue Ridge Mountains, Asheville, North Carolina is a quirky mountain town with a range of art galleries, breweries and wineries. Asheville is also home to the Biltmore Estate, the historic home of the Vanderbilt family during the Gilded Age. Today the estate serves as a resort, spa, wedding venue, garden and museum. Hallmark’s “A Biltmore Christmas” was filmed at the estate. In Asheville, the average home value is $594,000. In 2024, Asheville and the surrounding area were hit hard by flooding caused by Hurricane Helene.

On the eastern end of Connecticut, Mystic is a charming coastal, New England town that has been featured in several movies, including Hallmark’s “Mystic Christmas.” The protagonists work at the Mystic Aquarium, a popular destination in the region. With a median price of $843,000, Mystic's homes are charming with Cape Cods and colonial styles.

While maybe not a conventional "Hallmark town," Buffalo, New York this year is featured in Hallmark's "Holiday Touchdown: A Bills Love Story" centered around the Buffalo Bills NFL team and its notorious fandom, "Bills Mafia." With a population of 278,000, the median home price in the city is $255,000. Buffalo is known for its snow, chicken wings and football team. On Lake Erie, residents enjoy beaches and waterfront sunsets.

“Miracle in Bethlehem, PA” is a Hallmark movie following a similar plot to the birth of Jesus. Bethlehem, Pennsylvania is just outside of Allentown and has a median home price of $280,000. Home to Lehigh University, Bethlehem has a classic downtown and frequently hosts festivals.