Dean Alexander's home at the northern end of Christmas Tree Lane is known as the attraction's finale, having won multiple awards and featured on national television. Photo by M Weir

For Dean Alexander, co-founder and vice president of Krazan & Associates, Inc., Christmas Tree Lane isn’t just a holiday tradition — it’s a decades-long investment in community goodwill that has shaped both his engineering firm’s culture and the region’s most iconic seasonal attraction.

Alexander, who has lived on the lane for over 30 years, has transformed his home into what he calls the “grand finale” of Christmas Tree Lane. The elaborate display — featuring over 50 life-sized nutcrackers, 75,000 lights and more — requires approximately 2,000 hours of work annually and serves as a visible extension of his company’s community engagement strategy.

“When I started decorating in 1990, I’d put a small, nice engine display out and cars kept zooming by, and I go, ‘I’m going to stop traffic,'” Alexander said. “I kept on adding displays and now I’ve got a very elaborate Mickey and Minnie going down on a circular track, a train, a 30 foot clock.”

 

Team effort

The project is a full-team effort that Alexander approaches with the same operational precision he brings to his engineering firm. Work begins in October, with Alexander paying his own Krazan & Associates workers to assist with setup, supplemented by around a dozen weekend helpers. The team includes IT professionals who handle the specialized lighting and pixel programming that brings the displays to life.

Alexander’s investment in Christmas Tree Lane extends beyond his own property. He served as lead coordinator for the entire lane from 2002 until last year, when he transitioned senior leadership to Dan Gallagher, a teacher and fellow Christmas Tree Lane homeowner.

 

The house has drawn national attention multiple times, most notably in 2014 when it was featured on ABC’s “The Great Christmas Light Fight.” Alexander won the competition’s $50,000 prize — and donated the entire amount to Christmas Tree Lane.

Bruce Kinabrew, business development manager at Krazan, said the house helped elevate the lane’s reputation regionally and nationally.

“He literally stopped traffic there,” Kinabrew said. “I think you could say he was addicted to Christmas and just… went all in.”

 

Investment in community

For Alexander and his business partner Dave Jarosz, the expenses aren’t viewed as a cost but as an investment in community memories and goodwill. The Christmas spirit extends year-round at Krazan, where preparations begin even as summer temperatures linger.

“Christmas literally starts in September at Krazan,” according to Alexander’s team. The firm views its Christmas Tree Lane involvement as part of its broader commitment to the Central Valley, where Krazan has operated for more than 40 years.

 

Alexander’s children, Remington and Madison, both now work at Krazan and were raised helping with the Christmas displays — creating what Alexander sees as both family memories and a demonstration of the company’s values.

As Alexander’s display has grown over the years, so has his firm. Krazan has 10 offices from Sacramento to San Diego. In 2024, it acquired Consolidate Testing Laboriates in Exeter. The acquisition allowed it to offer expanded environmental, geotechnical and testing and inspection services throughout the Central Valley, according to a news release.

 

Meaning of the Lane

Other longtime residents maintain the lane’s traditions as well. Kevin and Mary Benotti, who typically begin planning their displays in October and decorating around Thanksgiving, said participation remains strong despite recent changes to the lane’s operations.

The elimination of walk nights this year — a tradition that allowed visitors a more intimate experience — has been noted by residents. However, Kinabrew said the change will allow more visitors to see the displays this holiday season, and the Benottis said many visitors are creating their own “walk nights” by walking the route independently.

Mary Benotti emphasized the lane’s cultural significance to the region.

 

“It really is, culturally, an institution here and it should be supported,” she said. “Everybody comes here… every nationality… everybody comes to see the lights.”

She noted that donations to the lane often come from families with limited means.

“They literally… have nothing… and this is a big deal for them and that’s beautiful to me.”

Kinabrew said the tradition continues to provide joy during difficult times.

Christmas Tree Lane runs through Christmas day. Hours Sunday-Thursday are 6 p.m. to 10 p.m. and until 11 p.m. on Friday and Saturday.