Why seaside resort will have Christmas in August

Santa will swap snow for sand when he makes an appearance at a seaside resort at the height of summer.

Christmas food, games and music will also take centre stage in Bridlington on 5 August.

The third annual "Bridmas Day" is being staged to promote the resort as more than just a summer destination.

Nick Coultish, East Riding of Yorkshire Council cabinet member for tourism, said the festival was one of Bridlington's "most loved" events, adding: "It's a fantastic way to showcase the creativity, community spirit and year‑round appeal of the town."

The event aims to highlight winter and Christmas events in the Bridlington area, including at Sewerby Hall, which stages an annual light trail.

The council is inviting local businesses to take part by decorating their stores.

Events will be held at the promenade, south beach, Bridlington Spa and Sewerby Hall, with visitors encouraged to wear Christmas clothes.

Last year, a tree and other decorations were put up on the beach, where families were able to take a selfie with Santa and the Grinch and enjoy a snow machine.

The Coastal Voices choir sang Christmas songs, the town's land train was given a festive makeover, and Santa swapped his sleigh for the "Sleeter Levy" gritter, named after the BBC Look North presenter Peter Levy.

Mince pies and turkey sandwiches were also on offer.

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