The River Falls Chamber of Commerce is gearing up for the annual River Falls Day celebration July 9-12. This year’s theme is Christmas in July, giving Santa and his friends a chance to enjoy Summer and all it has to offer.

Medallion Hunt

Local investigators can break out their sleuthing skills to find the River Falls Days Medallion, with a cool $200 on the line. The hunt began July 6 with the release of the first clue:

I’m the River Falls Days medallion, And I’m out on a summer stroll.

Taking a "Christmas in July" vacation, Away from the chilly North Pole.

I’ve found a nice place to set myself down, On public land right here in town.

So gather your friends and open your eyes, The hunt has begun for the ultimate prize!

Clues will be released at 1 p.m. each day on the River Falls Days website until the medallion is found, or the final deadline of 4 p.m. July 11. Winners must be 18 years of age or older to claim the prize, though younger hunters are welcome to search with an adult. The winner will be announced on the RF Days social media pages once the medallion has been found.

RF Days Parade

The River Falls Days Parade, a community tradition that lines the streets days ahead of time with blankets and chairs, will begin at 6 p.m. Friday, July 10. One of the longest parades in western Wisconsin, participants are encouraged to decorate their floats with the Christmas in July theme, selected by the community.

Citizen of the Year Sheri Carlson will serve as grand marshal. Parade awards will be given for Best Use of Theme, Best Visiting Royalty, Best Music Unit and Judges’ Choice.

Bay Harbor Senior Living invites both young and old alike to an intergenerational pre-Parde party from 4-6 p.m. at 119 Union St. Free-will donations will go towards future enrichment for local seniors. Activities offered include live music from Phil Kitze and the Resonators, a bounce House, a sit & splash chair, Sloppy Joes, chips, cookies, water, lemonade and prime seating for the parade.

Live music

The headliners, who will perform from 7-10 p.m. Thursday, Friday and Saturday at the Festival Grounds’ Main Stage, range from a hometown country favorite to classic rock.

Hailey James Band takes the stage Thursday, a UW-River Falls graduate and country music sensation who has won five awards from the Midwest Country Music Organization including Female Vocalist and Songwriter of the Year.

The Cottage Grove, Minn. native has performed at Vikings’ games and opened for country music stars such as Carrie Underwood, Dylan Scott, Diamond Rio and Crystal Gale, as well as at Hoofbeat in Cadott. Her original songs can be heard on radio stations across the Midwest.

The James Whatton Band, formed in 2024, is on the main stage Friday night. According to their bio, they deliver a “fresh take on outlaw country, blending Southern rock swagger with gritty, heartfelt storytelling.” They draw inspiration from legends such as Merle Haggard, The Allmann Brothers and Waylon Jennings.

Sing along to your classic favorites with Jerryapolis, A Grateful Dead Experience, onstage Saturday night from 7-10, preceded by Debbie Briggs Americana from 4-6 p.m.

Smoke N’ Thunder by the Kinni NTPA Pull will take place at 6 p.m. at 141 Highway 35. Gates open at 5 p.m. with proceeds supporting the River Falls FFA. Pullers from across the Midwest will battle it out on the track for the longest pull. Arrive early to tour the pits and meet the pullers for free!

Other favorites

The four-day celebration features fun for the entire family, including the festival food alley, beer garden, kids activities and games, vendor/business market, raffles and more.

Festival Food Alley: Featuring delicious eats from Applecart Concessions, Brad’s Kettle Corn, The Candy Cloud, Holy Donuts, The Hungry Badger, Mariachi Loco, Papa Murphy’s Pizza, Smith Brothers BBQ, Two Chefs Cuisine and The Lemonade Shack.

Meet River Falls: Vendor Fair from 11 a.m. to 4 p.m. July 11 on the Maple Street Bridge deck and Festival Grounds.

Kids Activities: Inflatable games, face painting, airbrush tattoos, Knockerball, BlackJack & Ruby the Clowns, caricatures, WonderWorks Theatre performance of “Little Red and the Riding Hoods,” and kids dance party on Saturday at City Hall Plaza/Main Stage. Don’t miss Thursday’s fire dancing performance with Light Warrior at 5:45 p.m. in Heritage Park.

Sunday’s Festivities: The Car Cruise from 11 a.m. to 3 p.m. downtown (no prior registration needed), the Sip & Shop and open containers, also downtown, followed by the grand fireworks show at dusk over Hoffman Park. Don’t forget to check out the River Falls FFA Alumni’s Smoke N’ Thunder by the Kinni Demo Derby at 2 p.m. at 141 Highway 35. Gates open at 1 p.m. Proceeds support the River Falls FFA.

For a full schedule of events, visit rfchamber.com/riverfallsdays

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