The Tree Lighting Ceremony on Thursday is a special opportunity to gather as a community and enjoy family, friends, and the holiday spirit. Organizations set up booths around Harley-Davidson Rally Point at the corner of Main Street and Harley-Davidson Way (2nd Street) with free candy canes, hot cocoa, cider, popcorn, and even roasted chestnuts! The Loud American also offers their famous hot toddies for sale to adults during the festivities. The Mayor traditionally invites children on stage to read ‘Twas the Night Before Christmas, and counts down to the official tree lighting.
Annual Sturgis Parade of Lights
The Parade of Lights takes place on the following Friday evening. Businesses prepare colorful and brightly-lit floats for weeks leading up to this event! The Chamber appoints judges to determine winners in several float categories, including the “Heartstrings” Award, Judges’ Choice Award, Best Lights Award, and Best Sound Award. This competition is fierce and ensures a phenomenal parade for spectators! Attendees are encouraged to browse shops along the parade route before, during, and after the event.