Daily Herald opinion: Saving a summer tradition: Geneva businesses come together to organize Swedish Days parade

For a week this month, it appeared that there would be no Swedish Days parade in Geneva this year.

On April 6, the Geneva Chamber of Commerce officials announced that it had made the “thoughtful” decision to cancel the parade to ensure the long-term success of the annual Swedish Days festival, one of Geneva’s “most celebrated community celebrations.”

However, the situation had changed just seven days later.

A coalition of downtown business owners, led by State Street Jewelers, declared that they would organize the June 28 parade.

The parade will be smaller and “community-driven,” but it will take place thanks to the support of the chamber, the city and the downtown merchants.

“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,” Vass continued. “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.”

It’s inspiring to see members of the community come together to save the parade, which the chamber has organized since 1950.

Other major suburban summer events haven't been so fortunate.

In 2021, Lisle's Eyes to the Skies hot air balloon festival officially disbanded after two years of cancellations because of COVID-19. That former summertime tradition was grounded for good because of a “lack of interest and support from community members and a decreasing number of available volunteers.”

Then in 2024, Ribfest — the event that reigned over the suburban festival season when it was in Naperville — came to an end after the pandemic twice canceled a planned debut in Romeoville and a two-year stint in Wheaton didn’t feel like the Ribfest of old.

We understand why the Geneva Chamber of Commerce initially wanted to pause the Swedish Day parade for a year. Michael Olesen, chair of the chamber’s board of directors, told senior reporter Susan Sarkauskas that there has been a decline in both parade participation and attendance in recent years, especially since COVID-19.

But if past results are any indication, a one-year pause of the parade could result in its permanent demise.

We applaud the members of the business community in Geneva, the chamber and the city for taking action and keeping the tradition alive.

Sarkauskas reported that Olesen, who owns Stockholm’s Pub, and Mike Simon, owner of The Little Traveler store, are helping to fund the parade. Other downtown businesses are also contributing financial support and assistance with marketing and logistics.

“This is a true grassroots effort,” Vass said.

Indeed, it is. We hope those efforts culminate in a memorable parade that becomes a highlight of the summer.