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One week after the Geneva Chamber of Commerce announced it was pausing the Swedish Days Grand Parade for 2026, a group of downtown merchants has stepped in to save it.
The scaled-down, community-driven parade will step off at 12:30PM on Sunday, June 28 — the final day of Swedish Days.
Here's what to know:
Who's behind it: State Street Jewelers general manager Kelly Vass is leading the charge, with Stockholm's owner Michael Olesen and Little Traveler owner Mike Simon signing on as funding sponsors. INLURO, Liz & Kate, Urban Artisan, Blinka, The Royal Wren, and the Geneva History Museum have joined the organizing committee.
Invested in the tradition: Longtime State Street Jewelers employee Martha Sanchez was slated to serve as this year's parade marshal in honor of her 50 years with the store. "The parade is part of who we are as a community," Vass said in the release.
Same route, smaller scale: The parade will follow its traditional path — starting at Geneva High School, south on Anderson Boulevard, east on State Street, and south on Third Street, ending at the train station. It will feature local businesses, community organizations, youth groups, and cultural entries.
"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," said Kelly Vass, General Manager of State Street Jewelers, in the release. "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.”
The Chamber is providing logistical support and cross-promotion, and the City of Geneva will handle permitting and street closures.
Get more info about Swedish Days.
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