December 20, 2018
Image from HHM Collections
Many Minnesotans get nostalgic about the Holidazzle Parade. The beloved holiday tradition brought together families for a spectacle of sparkling lights, Christmas carols, and wintry fun. It ran for over twenty years, drawing hundreds of thousands of onlookers to downtown Minneapolis each season. However, Holidazzle was not merely a festive parade, it was also an innovative marketing strategy.
It was no coincidence that the Holidazzle Parade debuted in 1992, the same year that Mall of America opened their doors. The behemoth shopping complex was sure to steal business from downtown retailers. Holidazzle was thought up to encourage people to come downtown and increase retail sales. Before and after each evening’s parade, hordes of Minnesotans would shop and dine downtown. The strategy proved successful for many years. Yet there’s no need to feel cynical, or Scrooge-like, about the consumerism of Holidazzle. It was also a magical display of holiday spirit that created cherished memories for many around the Twin Cities.
Holidazzle consisted of 21 nights of free parades. Crowds would line up along Nicollet Mall and brave the cold to watch. Those who arrived early enough could snatch a spot in one of the skyways overlooking the Mall to stay warm. Each parade consisted of seven lighted floats with fairy tale themes and over 250 costumed characters. Bands and choirs performed and each night a local celebrity served as Grand Marshall. In 2011, Holidazzle introduced Howie Dazzle, an eight-foot-tall fiber optic snowman who became a mascot for the parade. His image is easily recognizable to this day.
Image from HHM Collections
Unfortunately, the last parade went down Nicollet Mall in 2013. But Holidazzle lives on in a new iteration, as a holiday fair that takes place in Loring Park. There are still plenty of sparling lights, Christmas carols, and wintry fun. The new Holidazzle offers an ice-skating rink, Christmas movies, band and choir performances, fireworks, and of course Santa Claus. Guests can still shop too, as there are numerous booths and tents with local vendors and artists. It begins on the day after Thanksgiving and runs through the Sunday before Christmas. While many still miss the parade, now Holidazzle offers families a new annual holiday tradition that may prove to have more longevity than the original.
Written by Alyssa Thiede
This publication was made possible in part by the people of Minnesota through a grant funded by an appropriation to the Minnesota Historical Society from the Minnesota Arts and Cultural Heritage Fund. Any views, findings, opinions, conclusions or recommendations expressed in this publication are those of the authors and do not necessarily represent those of the State of Minnesota, the Minnesota Historical Society, or the Minnesota Historic Resources Advisory Committee.
