By Jeff Sherman OnMilwaukee.com Staff Writer Published Nov 20, 2006 at 2:25 PM
I love a parade more than just about any one, but after Saturday's 80th annual Milwaukee Holiday Parade in Downtown I came to the conclusion that it's time to blow it up and start over.

With all due respect to Suzanne DeGrace Spaeth, the parade producer, and her family and the parade's big supporter, Johnson Controls, this year's version was too long, too small town, too uneven, and just not up to the new Milwaukee standards that are driving growth, creativity, development and innovation in the Downtown neighborhoods.

Thousands enjoyed the parade on Saturday. It was a nice day and a good parade that featured plenty of units. That's just it, it was good, but it should be great. Sadly, many of parade "units" were mangy old costumed characters (some were filthy looking) and probably 15-20 of the units were media members (radio and TV personalities) driving in cars with taped on signs on the sides that listed their names.

To the organizer's credit, the nearly 20 marching bands were great, the live camels were cool and Santa was, of course, a big hit.

But, from where our group of 14 people was perched -- Wisconsin Avenue/Old World Third Street (near the end of the parade) -- there were simply too many long lapses without passing units and just not enough flash. It could have been better.

So, I say that it's time for a change and here are some suggestions:

  • Officially tie the parade with the Milwaukee Holiday Lights Festival. The Holiday Lights Festival has grown tremendously over the last few years and it could be a good partner.
  • Considering moving the parade to a Saturday night and make it a lights parade like Chicago or Minneapolis.
  • Add sports personalities. There were none this year.
  • Get a big name Parade Grand Marshall.
  • Get rid of the old costumed characters and add characters that kids know like Mickey, Minnie, Dora, etc.
  • Leverage Radio Disney for character involvement.
  • Add fake snow machines along the route.
  • Buy some huge snowflake balloons.
  • Use Discovery World to help coordinate the parade.
  • Add some real floats and more big balloons.
  • Partner with the local performing arts groups.
I know it costs big dollars to produce parades and that sponsorship budgets are tight. But there are many civic pride groups that could help lead the charge to evolve our downtown Christmas parade. Or maybe you'd like to volunteer your services.

OnMilwaukee.com has done our part in the past serving on committees, developing Web sites and providing advertising. But, after 80 years of the same old parade, it's time, Milwaukee, to take our Holiday Parade to a whole new level.

Do you agree? Use the talkback feature to provide your ideas.







Jeff Sherman OnMilwaukee.com Staff Writer

A life-long and passionate community leader and Milwaukeean, Jeff Sherman is a co-founder of OnMilwaukee.

He grew up in Wauwatosa and graduated from Marquette University, as a Warrior. He holds an MBA from Cardinal Stritch University, and is the founding president of Young Professionals of Milwaukee (YPM)/Fuel Milwaukee.

Early in his career, Sherman was one of youngest members of the Greater Milwaukee Committee, and currently is involved in numerous civic and community groups - including board positions at The Wisconsin Center District, Wisconsin Club and Marcus Center for the Performing Arts.  He's honored to have been named to The Business Journal's "30 under 30" and Milwaukee Magazine's "35 under 35" lists.  

He owns a condo in Downtown and lives in greater Milwaukee with his wife Stephanie, his son, Jake, and daughter Pierce. He's a political, music, sports and news junkie and thinks, for what it's worth, that all new movies should be released in theaters, on demand, online and on DVD simultaneously.

He also thinks you should read OnMilwaukee each and every day.