John Groh, Rockford Area Convention and Visitors Bureau president and CEO, talks about the expanded Stroll on State events planned for later this month during an announcement last week.

Stroll on State returns for a third holiday season in downtown Rockford later this month, expanding from a single day to a series of events as well as a riverfront addition that could turn into a year-round attraction.

The Rockford Area Convention and Visitors Bureau announced holiday plans last week, including a new presenting sponsor.

“We started a few years ago with the idea of decorating downtown for the holidays and that quickly grew to what we now know as Stroll on State,” said John Groh, RACVB president and CEO. “We thought maybe 5,000, 10,000 people would come that first year and we think about 30,000 folks showed up.

“We think we doubled that last year.”

RACVB and partners — including new main sponsor Illinois Bank & Trust — are braced for another big turnout.

“Ninety percent (of visitors surveyed) said they’d recommend Stroll to a friend, so that means we think more people will be coming this year,” Groh said.

The centerpiece Stroll on State is set for Saturday, Nov. 28 in downtown Rockford and will include a parade with Santa Claus, tree lightings, a fireworks show and plenty of shopping, food and drink.

Organizers plan an expanded footprint covering both banks of the Rock River and activities and events expanding north and south beyond State Street.

New locations including a holiday market outside Veterans Memorial Hall and an indoor SantaLand at Stewart Square.

There will also be an official tree lighting at the corner of State and Wyman, plus additional tree lightings at Veterans Memorial Hall and Eddie Green Place plus a forest of trees along the Esplanade.

“I was blown away in year one, totally blown away last year and I know we’re going to have another great year,” said Rockford Mayor Larry Morrissey during last week’s Stroll announcements.

A potentially permanent downtown fixture will be introduced with Stroll on State.

RACVB’s planned “River Lights” show, choreographed to music,  debuts this holiday season and could be extended throughout the year depending on financial support.

Donations are being sought through a GoFundMe web-based funding site (https://www.gofundme.com/riverlights). Around $41,000 of the estimated $125,000 has already been raised.

Also planned for the season is a Dec. 10 “Shop on State” and a Dec. 19 event called “12 Bars of Christmas.”

Shop on State runs from 5-9 p.m. and live music, food vendors, shopping and a Wine at Waterside wine tasting reception.  More information is at www.gorockford.com/merryandbright.

The 12 Bars of Christmas pub crawl costs $25 per person and starts at 2 p.m. at the Prairie Street Brewhouse and continues with stops at 11 other bars and restaurants.

RACVB has created an interactive planning tool for smartphones, tablets and desktop computers available at www.strollonstate.com.

A full list of events is also available at www.gorockford.com, www.facebook.com/gorockfordregion. Information is also available by phone at (815) 963-8111.

Volunteers sought to decorate downtown on Nov. 20 and 21. There are also opportunities to create decorations in advance of those dates.

The entire Stroll event runs on the labor of an estimated 400 volunteers, organizers estimated.

–‘Stroll on State’ to grow beyond just one day–