For the past 27 years, the Main Street Business Improvement District and the River Falls Chamber of Commerce & Tourism Bureau have sponsored a holiday celebration called River Dazzle. The celebration is always held on the Friday after Thanksgiving.
The festivities include Mr. & Mrs. Claus at Junior’s, costumed carolers, a chili crawl, and other fantastic downtown activities. This is a wonderful time to start local holiday shopping as you enjoy walking downtown! One of the biggest highlights of the day is the River Dazzle parade beginning at 6:30PM.
River Dazzle Lighted Parade: 6:30PM | Downtown Main Street
One of the brightest highlights of the day is the River Dazzle lighted parade! It begins at the corner of Pine and Main, travels south to Locust and then back north on Main to the starting point.