RIVER FALLS – The determination of a River Falls man has inspired a partnership with River Falls Business Leaders to keep the Light Up River Falls lighting display contest going.

Jasen Cook, who lives at 272 Walnut Hill Way outside of River Falls, has always loved decorating his family’s house. It started out small but progressively grew each year. His wife Nicole has supported this endeavor and his three children love to help out and give him ideas. His twin sons, Tayler and Dominic, help in their spare time and daughter Quinlynn tries to help with what she can. Cook loves how it turns into a family event.

“For the last three years or so the lights have been going to the beat of music, that is computer-controlled by software,” Cook said. “I decorate the house due to the joy I see it bring people in our neighborhood and the community. This is what means the most to me and the smiles on the faces when they experience the light show.”

During Covid, the River Falls Area Chamber of Commerce held a Christmas light display decorating contest as a way to bring the community together when social distancing was recommended and many events were cancelled. According to Cook, the Chamber decided last year to no longer host the contest, so he became inspired to keep it going.

“Last year when I found out I started a Facebook post,” Cook said. “This was due to the overwhelming responses regarding the contest no longer happening with people coming to me and asking questions. This year is the second year that I have taken over the contest. Last year it was just a voting poll with a map of the locations.”

This year Cook’s enthusiasm inspired the River Falls Business Leaders to become a partner in order to make it an annual event. The RFBL is a group of business leaders that supports River Falls commerce and business growth.

“Last year I couldn’t provide anything for the winners,” Cook said. “In the past couple of weeks, I was able to change that with the help of the River Falls Business Leaders. I would like to see this event get bigger and attract visitors to our community.”

The RFBL is donating money to be paid out to the contest winners in the form of gift cards from local businesses, Cook said. It’s his hope this partnership will ensure the contest becomes a beloved annual event.

“I was asked by Mei Mei (Abdouch of Mei Mei’s Cookies) if a map would be created again for the contest and if any other information was going to be available,” Cook said. “This is when I stated what I would like to do, and we started talking about it. The next day I was asked if I would like to attend their meeting to discuss this. About two days later I was informed that they would help with the event each year.”

Those in the River Falls area can join the contest by registering their displays on the “Light up River Falls Christmas Light Displays” Facebook page or by contacting Cook at jasen_cook@hotmail.com The contest registration ends at 5 p.m. Dec. 21, with voting taking place through a QR code from Dec. 21 through Jan. 4.

“For the rules, there’s not any listed besides deadlines,” Cook said. “The goal is to make this fun for everyone and others to enjoy the hard work the owners of the displays put into it.”

Cook said most displays are lit from 5-9:30 or 10 p.m. daily.

The first place winner will receive $150 in gift cards; second will receive $100 and third will get $50.

“This is subject to change next year. We’re looking to add other categories to make it fair for different types of lighting platforms,” Cook said.

The winners will be announced on Facebook Jan. 5 and the following year the winner will be the grand marshal of the River Dazzle Parade, held the Friday after Thanksgiving.

For a full list of homes to visit, a map and the voting QR code (after Dec. 21), visit the event’s Facebook group page.