A Tradition of Giving That Keeps Growing
For seven years, Toyota South’s Secret Families has become one of the most meaningful traditions in Madison County. It began in Indiana, where our Toyota of Muncie dealership hosted this event for over 15 years, serving over 400 families. Now, we’ve adopted this wonderful tradition at Kentucky locations, where it has grown over the past seven years.
What started as a simple idea, to help local families who need a little extra support during the holidays, has grown into a full community effort powered by volunteers, local partners, and the team at Gates Auto Family and Toyota South’s Secret Families.
In 2025, Secret Families is returning once again, and this year’s goal is the biggest yet.
How Secret Families Works
Every season, the Madison County Schools Office of Family Resources shares a list of the families in the greatest need. Volunteers then contact each family to learn what would make their holiday a little brighter, specific wish list items for parents, kids, and teens. In the week leading up to delivery, any family that asks receives a Christmas tree, thanks to Lowe’s generosity.
Then comes the big day.
On one Saturday in December, volunteers gather at Meijer long before the store opens. Meijer welcomes the group inside early and helps wherever they can, from providing staff to assisting with discounts. Each family receives $550 worth of gifts, thoughtfully selected based on their individual requests. It’s a busy, joyful whirlwind of carts, lists, and teamwork.
After the shopping trip wraps up, the event moves to Toyota South, where the service shop transforms into a full wrapping headquarters. Stations pop up across the space, volunteers tape and tie bows as fast as they can, and the room fills with music, laughter, and plenty of holiday excitement. Once everything is wrapped, the teams deliver the gifts directly to each home. Families are also blessed with trees donated by Silvercliff Landscaping.
Last year, 73 families were served. In 2025, the goal is 100. Over the past seven years, Secret Families has supported more and more families. That’s an incredible milestone made possible by the generosity of our community and the personal contributions from Mr. Gates.
Why Toyota South Hosts This Event
Secret Families is something Toyota South looks forward to all year. We proudly host the event and provide the space to make it possible. Giving back to the community is at the heart of who we are, and Secret Families is one of the most meaningful ways they can make a difference during the holidays.
The team sees firsthand how much joy and relief this brings to families. Parents who weren’t sure whether they’d have gifts to give now have presents wrapped and ready. Kids who expected very little wake up to items they truly wanted. Families who might have spent the day worrying instead get to celebrate together.
It’s hard not to feel the impact of that.
How You Can Get Involved in 2025
This year’s goal of serving 100 families is exciting, but it also means Secret Families needs more help than ever. On average, 50–60 volunteers come out each year, but hitting this year’s goal will take more hands, more shoppers, more wrappers, and more drivers.
Donations are also essential. With $550 spent per family, last year’s event required more than $40,000 in community support. The goal this year means we need to raise over $55,000 between what Mr. Gates donates and community donations. Every contribution directly impacts how many families can be added to the list.
Learn how to donate or sign up to volunteer at Toyota South. Whether you want to give time, resources, or both, there’s a place for you at Secret Families.
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