Swedish Days Parade Will March On, Reversing Organizers' Decision

GENEVA, IL — A week after the Geneva Chamber of Commerce confirmed that the Swedish Days Parade, typically held on the final day of the summer festival, would be nixed this year, downtown merchants rallied to bring it back, the Chamber shared Monday.

The Chamber, the organizer of the festival, said April 7 that the change was part of a broader effort to "strengthen the future" of the festival, Patch reported. Organizers said planning and community input were factored into the decision.

A day after the Chamber made the announcement, State Street Jewelers led a coalition of downtown businesses in ensuring the parade takes place, according to a news release. The business will now serve as the lead organizer and sponsor of the June 28 parade, set to be a smaller, community-driven version of the previous Swedish Days Parade.

"When we heard the parade wasn't going to be part of this year's festival, a small group of us knew we had to step up," Kelly Vass, general manager of State Street Jewelers, said in a statement. "The parade is part of who we are as a community. It brings families downtown, celebrates our Swedish heritage, and reminds everyone why Geneva is such a special place. We weren't ready to let that go — even for one year. Nothing says Geneva more than a parade!"

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Swedish Days will return June 24-28 to downtown Geneva for its 76th anniversary, celebrating the heritage of the Swedish immigrants who settled in the area. A carnival, live music, a beer tent, many food vendors and a 5K race are planned.

Martha Sanchez, a longtime employee of State Street Jewelers, who joined when the store was still Anderson Jewelers, will serve as the parade's grand marshal.

"She received the Wood Award from the Geneva Chamber of Commerce," Vass said. "She epitomizes the heart of what Geneva is."

Organizers said the parade will "carry the same community spirit that has made it a Geneva tradition for more than seven decades." The procession will feature local businesses, community organizations, youth groups and cultural groups.

The parade will step off at 12:30 p.m. at Geneva High School and continue south on Anderson Boulevard, then east on Route 38, then south on Third Street before ending at the train station.

Several downtown businesses will coordinate the parade:

• Geneva Chamber of Commerce will provide logistical support and cross-promotion with Swedish Days
• City of Geneva will assist with permitting, street closures and city services
• Stockholm's Restaurant and Brewery will serve as an organizer and sponsor
• The Little Traveler will serve as a sponsor
• Inluro will serve as financial organizer
• Liz & Kate will serve as marketing organizer
• Urban Artisan will serve as marketing organizer
• The Royal Wren will serve as logistics organizer
• Blinka will serve as logistics organizer
• The Geneva History Museum will serve as historical accuracy support

Additional information, including information about how more community groups can participate, will be released in the coming weeks, according to the release.