Annual River Dazzle, complete with chili crawl, set Nov. 29 in River Falls

Posted November 20, 2019

As the holiday season approaches, River Falls is preparing for its own celebration in what is now a tradition known as River Dazzle.

This year’s event — scheduled from 1-7 p.m. on Friday, Nov. 29, in downtown River Falls — marks the 22nd annual River Dazzle. In 1997, the event was originally organized by the River Falls Main Street Business Improvement District. Over time the River Falls Chamber of Commerce has partnered with the Business Improvement District and together they help to bring River Dazzle to fruition.

River Dazzle includes events such as Letters to Santa, the River Dazzle parade, ice carving and the Chili Crawl.

The Chili Crawl is one of River Dazzle’s largest events. During the Chili Crawl attendees are given a card with all the different businesses that are participating. Attendees are encouraged to visit each business and try the chili. At the end of the day if an attendee tried at least eight types of chili they are entered into a drawing to win a prize. People also vote for their favorite chili.

River Dazzle can and does change year to year. During the planning of the 2017 event, Marissa Bazey, the Chamber of Commerce event and program manager, decided to bring in an ice sculptor.

“I added him my first year. I had seen it done in other towns and thought it would be fun to add,” she said. Since then the ice sculptor has continued to return.

Over the years River Dazzle has become a staple celebration for the city of River Falls that in recent years has attracted more than 1,500 community members.

The event schedule is found online at