Pine Ridge Marketplace Now Runs on First Fridays, Second Weekends and Fourth Saturdays

If you still call it the Gateway Mall, the building at 3250 Gateway Blvd. has changed more than its sign. In fall 2026, the best reasons to go to Pine Ridge Marketplace have dates attached. A live art auction happens on the first Friday of the month, a market of local makers fills the second weekend, and car owners meet over coffee on the fourth Saturday. This Saturday, October 24, also brings a Halloween afternoon built around the people who run that Saturday car meet.

Once you know those dates, you can plan a month around the building.

The rename promised events. This fall they're on a schedule.

Prescott Gateway Mall finished a $2.5 million renovation and reopened as Pine Ridge Marketplace on Jan. 1, 2024, under new ownership. Prescott eNews reported that the center planned to become "a retail, lifestyle and experiential destination." The work included new entrances, better walkways, parking lot upgrades, and energy-efficient LED lighting and HVAC. The same announcement promised "car shows, farmers markets and holiday activations throughout the year."

Nearly three years on, that promise has turned into a repeating schedule. Here is how it lines up through the end of 2026:

The mall's Artisan Market page lists every 2026 date. The Cars & Coffee page says only "the 4th Saturday of each month," so the October, November and December dates above come from counting Saturdays on the calendar.

Tenants you book, not browse

The newest businesses explain why the calendar matters. Two of them are built around set sessions, not walk-in shopping.

WineNBind opened July 15 in Suite 206. It's a veteran-owned studio founded by Army veteran and Prescott resident Alan Cheung, where guided workshops turn softcover books into personalized hardbacks over a glass of wine. Cheung told Prescott eNews he started bookbinding as a hobby inspired by his wife's love of reading, and he believes WineNBind is "the nation's first studio dedicated primarily to recreational Bookbinding." The studio also does on-site UV laser engraving on books, glassware, jewelry and leather goods, and many projects take only a few minutes.

Prescott Fine Art went bigger. The gallery and teaching studio opened a second, 6,000-square-foot space with exterior-facing access on Oct. 1, bringing its total to 10,000 square feet of original work. Its original 4,000-square-foot gallery shows about 30 artists and artisans from across Prescott and Yavapai County. The new space focuses on oil and acrylic paintings and adds fine jewelry.

The expansion also brings the first-Friday auction. Each one seats 40 guests on couches and at cocktail tables, and a live auctioneer tells the story behind every piece before bidding opens. Admission is $35, which covers small plates, live music and a glass of wine. Between auctions, the gallery windows show the pieces coming up next, so a walk past the storefront previews the month's lineup.

The auction isn't limited to the gallery's own roster. Owner Tamara Holcom explained in Prescott eNews:

"Anyone in Prescott, Yavapai County and beyond can bring us a piece, and once it's juried, it can go up for bid."

Submissions for the November 6 auction closed October 15, and future auctions are set for the first Friday of each month. A local painter with a piece in mind can call the gallery at 928-910-6545 about a later date.

The everyday tenants that fill the hallways between event dates

A monthly schedule only works if the building is worth the trip on an ordinary day too. The smaller openings of the past 18 months cover that.

Michael D's Café came back to Prescott and reopened inside Pine Ridge Marketplace on June 27, 2025. It serves breakfast and lunch near Thai At The Mall. The Daily Courier reported four more locally rooted additions:

• Arctic Sweets, a snack and candy shop selling freeze-dried and international treats
• Wynn's Witty Works, a family-owned business making handcrafted personalized gifts and décor
• RDDC Market, a collectibles shop that specializes in die-cast cars and trucks
• Prescott Bodywork Center, a wellness studio that practices Bowenwork

This June brought A&N Auto Accessories to Suite 254, with brands such as MotorTrend and Plasticolor. Relax Zone, a massage studio in Suite 172 offering face and body services, is now under new ownership. Creative director Anji Rude described the goal to Prescott eNews as "a wide-range lineup of tenants that enhance the center's character and offer something meaningful for every visitor."

These tenants fit the calendar well. A die-cast collectibles shop and an auto accessories store make sense in a building that hosts a car meet every month. A candy shop and a breakfast café give people a reason to stay after the last trunk closes.

October 24 stacks three of these on one Saturday

This Saturday is the clearest example. October 24 is the fourth Saturday of the month, so Cars & Coffee's regular morning lands on the same day as the mall's Halloween event. The car club also runs the trunk-or-treat that afternoon. Downtown has a Halloween race between the two. A full day could run like this:

1. 8 to 10:30 a.m., Prescott Cars & Coffee at Pine Ridge Marketplace. It's free and open to American, European and Japanese cars, trucks, SUVs and off-roaders. Third Shot Coffee + Acai sponsors the coffee.
2. Morning, Courthouse Plaza. The 12th Annual Costumes for Kids 5K & Halloween Fest includes a downtown 5K, a one-mile fun run/walk, games, music, food, face painting and costume contests. Walk-up registration opens at 9 a.m., according to Signals AZ.
3. 3 to 5 p.m., Pine Ridge Prowl. Participating merchants hand out candy while supplies last, and Prescott Cars and Coffee runs a trunk-or-treat. Starting Point Church serves free hot dogs, popcorn and nachos while supplies last. There are also balloon twisters, a corn maze, a bounce house and a photo wall.

The Pine Ridge Prowl page lists the 2026 date and time, so this year's afternoon is confirmed. The gap between the downtown morning and the 3 p.m. start leaves room for lunch somewhere in between.

November repeats the pattern

After Halloween, the cycle repeats. Prescott Fine Art's first auction opens the month on Friday, November 6 at 5:30 p.m. The Artisan Market follows on November 14 and 15, with handcrafted goods, art, home décor, jewelry and seasonal items from rotating local vendors. Makers who want a table can email the vendor coordinator at [email protected].

November 28 is a double day. If the fourth-Saturday pattern holds, Cars & Coffee meets at the mall that morning, and Prescott's 29th Annual Holiday Light Parade & Bonfire Festival starts at 6 p.m. on Cortez Street, with activities afterward at the Mile High Middle School field from 7 to 8:30 p.m. December follows the same pattern, with the Artisan Market on December 12 and 13 and Cars & Coffee due on December 26.

For anyone who hasn't been inside since the Gateway Mall days, the November 14–15 Artisan Market weekend gives the fullest look at the building. The market's vendors set up inside the mall, Prescott Fine Art's new gallery space is open, and WineNBind's studio is in the same building.

When I help clients look at Prescott, whether they're investors weighing a rental or second-home buyers picturing their weekends, I look at what's on the calendar near a property, not just what's on the map. If you want to talk about how places like Pine Ridge Marketplace fit into a Prescott property decision, Martin de Bókay can walk you through it. Schedule your Sedona investment consult.