River Falls Days is back and brighter than ever with its 50th anniversary, boasting the theme “Shimmer & Shine,” spanning from July 11-14.

“It really plays into the classic 50th anniversary,” River Falls Chamber of Commerce and Tourism Bureau Event and Program Manager Megan Hausch said. “Kind of really going all out, highlighting all the really exciting things, the history of River Falls.”

The 50th anniversary celebration is not the only thing to look forward to, as new events including a laser light show and a Taylor Swift dance party are coming to the event. The laser light show runs from 9:45-10:30 p.m. on the Thursday of the event in Heritage Park, while the Taylor Swift dance party with DJ Mitch is also in Heritage Park, running from 4:30-6 p.m.

Returning fan favorites include the lumberjack shows, which will be put on by the Paul Bunyan Lumberjack Show this year, at noon, 2 p.m. and 4 p.m. Saturday at the City Hall Upper Parking Lot, the signature Friday parade at 6 p.m. and the classic Sunday night firework display at dusk in Hoffman Park.
Plans are in the works to livestream the parade for those who cannot be in attendance.

Free digital photos will be provided by Photog Entertainment from 4-6:30 p.m. Thursday in Heritage Park.

Music main events include The Dweebs on Thursday, Ben Johnson Band on Friday and Rock Godz on Saturday, all on the Heritage Park main stage.

UWRF is hosting a 150th anniversary celebration in partnership with Family Fresh. The celebration is a free will donation pancake breakfast from 8:30-10:30 a.m. Saturday in Heritage Park.

The City Hall Plaza and Maple Street Bridgedeck will play host to Meet River Falls, an event that allows nonprofits and organizations to share more about what they offer to the community from 11 a.m.-1 p.m. Saturday.

“One of the things that really excites me, especially coming from a different community, is the amount of activities and just community spirit going on,” Hausch said. “There’s a good variety of adult activities, kids activities.”

The River Falls Chamber of Commerce is putting together a history museum with articles, photos and memorabilia from previous River Falls Days, including from the inaugural River Falls Days in 1974 and its precursor, the Old Fashioned Bargain Days.

CEO of the chamber of commerce Russ Korpela said it was common in the area for retail events like Old Fashioned Bargain Days to stem into festivals, and that it happened around the same time in many communities.

The history will be on display for all to see in City Hall not just during River Falls Days, but from July 1 to September.

A Friends of the 50th campaign aims to raise some money for the event, offering a location to donate at https://givebutter.com/RkEWKp.

Printed brochures with the full list of events and information will be located at the chamber office and Heritage Park as the event draws closer. More information can be found on the River Falls Days Facebook account or website.

“It’s really the sense of community coming to life,” Hausch said. “Every organization, no matter what your mission or goals is, everybody wants to be a part of it.”