After briefly being canceled for the year, Geneva’s annual Swedish Days parade is back on, with help from some downtown businesses.
Last week, the Geneva Chamber of Commerce, which puts on the annual Swedish Days festival, announced that the parade traditionally held on the final day of the celebration would be paused this year.
The group said, in a statement on Facebook, that the decision reflects its “commitment to ensuring the long-term success and sustainability of one of Geneva’s most cherished community celebrations.”
In place of the parade, the Chamber of Commerce said it would be planning family-friendly events in downtown Geneva on the final day of the festival.
After the announcement, however, some local businesses — led by State Street Jewelers — volunteered to help out in hopes of helping to make the parade happen this year.
Now, a group of local merchants are going to be assisting with coordination and support for the parade, alongside the Geneva Chamber of Commerce and city, according to a press release.
State Street Jewelers has committed to being the presenting sponsor of the parade, Kelly Vass, its general manager, told The Beacon-News. Stockholm’s and The Little Traveler are also sponsoring the event, per the news release, and a number of other businesses are also part of an organizing committee.
The Geneva Chamber of Commerce remains the official host of the parade and will be providing logistical support and promoting the event along with the Swedish Days festival, president of the chamber Paula Schmidt said in an email to The Beacon-News, calling this year’s plan “a beautiful new collaboration.”
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“This isn’t just about keeping a tradition alive,” Schmidt said in the email. “It’s about making it more local and community-driven. By combining the Chamber’s logistical expertise with the merchants’ passion and financial support, we are ensuring that the parade … is both vibrant and sustainable for years to come.”
This year’s Swedish Days festival is set to take place from June 24-28, according to the Geneva Chamber of Commerce. The festival dates back to 1949, and is meant to celebrate the heritage of Swedish immigrants who settled in the area. The planned festivities include a craft beer tent, a carnival and a 5K race.
This year’s parade, which is set to step off at 12:30 p.m. on the final day of the festival, is set to be “a bit more community-driven,” the press release from Vass indicated, with “a strong focus on local participation — businesses, organizations, youth groups and cultural entries coming together to celebrate what makes Geneva special.”
The parade route will start at Geneva High School, head south on Anderson Boulevard, east on Route 38, south on Third Street and end at the Geneva train station, the press release said.
In the meantime, the local merchants helping to put the parade together are continuing to look for additional businesses that want to help out with the parade, the release said, through sponsorship, volunteering or helping behind the scenes.