KEENE, N.H. (MyKeeneNow) From potion cupcakes to butterbeer floats and wand-making workshops, downtown Keene will transform into a whimsical wonderland as Keene Magic Week returns for its sixth year from July 30 through August 3.

This year’s theme, “a week of magic and nostalgia,” aims to enchant visitors with an expanded lineup of hands-on classes, fantasy-themed menu items, and magical merchandise offered by local businesses. Organizer Amy Christiansen-Schoefmann, owner of Eat More Cake on Main Street, said the five-day event remains focused on supporting Keene’s downtown economy during the typically slow summer stretch.

“I literally put this on because I enjoy making these unique desserts and I want to shop this event,” she said, adding that she personally visits nearly every participating merchant.

Shifting back toward a more locally focused format, this year’s Magic Week will feature vendors set up in front of businesses daily from 11 a.m. to 7 p.m. (with a 5 p.m. close on Sunday). The scaled-back footprint emphasizes storefront activity and allows businesses to take center stage with themed offerings.

Christiansen-Schoefmann said Eat More Cake will debut several new interactive classes for kids and adults alike, including potion-themed cookie decorating, potted-plant cupcakes, and bubbling cauldron cakes. The bakery will also be fully decorated with Instagram-ready photo ops and filled cases of themed desserts and Frisky Cow gelato.

Several new downtown businesses are joining the magical celebration for the first time, including Birdies on Main Street, Otto’s Food and Drink on Court Street, and Wicked Glass Art on Roxbury Street (offering $10 take-home craft kits). Christiansen-Schoefmann said she is also actively seeking local nonprofits to participate free of charge to help round out the community vibe.

Another downtown staple, Shadow and Soul Emporium & Tea Lounge, will offer its popular English Tudor-period butterbeer float — made with soft-serve ice cream — alongside a full magical menu of “sandwitches,” skincare potions, and even spell jars.

The Emporium will also host a variety of themed workshops for children and adults, including wand-making with real crystals, fairy house crafting, and body care classes featuring butterbeer body butters and sugar scrubs.

Fritz, another local eatery, is expected to unveil a specialty menu for the occasion, though details are still being finalized, according to owner Jenna LeQuire.

Christiansen-Schoefmann, who started Keene Magic Week during the height of the COVID-19 pandemic, said the event has grown into a tourist draw, with some people planning vacations around the dates. While she anticipates attendance may be more modest this year due to a recent rebranding, she hopes to build back to last year’s crowds, which topped the thousands.

Keene Magic Week is free to attend. Class information and updates will be posted on the event’s Facebook page, as well as on participating businesses’ social media.

Be sure to tune in (or live stream at www.mykeenenow.com) to an interview with Christiansen-Schoefmann about the event this Saturday at 7 a.m. on WKBK Radio’s “My Keene Now & Next” with hosts Abbie Trombly and Nicole Colson.