LA CROSSE, WI (WXOW)--For some, Black Friday is the start of the holiday season, others think of the Opening Day Ceremony for Rotary Lights at Riverside Park.
The ceremony kicked off with a parade, starring floats adorned with lights and local groups like the Girl Scouts.
This year marks the 18th year for the celebrations.
For many, watching the parade is a family tradition.
But Friday night, we caught up with a few newcomers along the parade route.
"Its something new for my daughter Natalie, who is currently hiding from the camera," Daniel Erickson, La Crosse said.
"I just wanted to be out here with my little brother," Ethan Steinmetz, La Crosse said.
"Christmas is my favorite holiday so I love coming out to this kind of stuff," Jarod Mau, Elk Point, SD said.
Admission to Rotary Lights is free, but visitors are encouraged to bring monetary or food donations.
It is open every evening from 5 to 10.
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