Holiday Cheer for All to Hear

We all huff and puff about "no Christmas music until after Thanksgiving!" But once that first snow falls and the temperature dips down below 20 degrees, we all start to settle into the idea of a cozy holiday season and what it means to us. We call our parents, just to say hi. We hold the door for strangers and clean out our closet to donate to those in need. Some of us even come together to commiserate over how much we hate the cold but love this city. No matter how you celebrate or pretend you're on a beach in the Caribbean, we can all agree.. we're here for the food!

All kidding aside, Brookings celebrates with lights, holiday music, and a big parade! Now in its 23rd year, the Festival of Lights Parade brings holiday cheer for all to hear. Community groups, business organizations, and sports teams come together to show their spirit of the season to all. 

The Festival of Lights is more than just a parade. Families can step into the historic Cultural Center (what we know as the Brookings Arts Council) to view more than a dozen beautifully decorated tres. Then skip over to the Children's Museum of South Dakota for FREE play and Milk & Cookies. Or, bring a blanket and snuggle with your loved one while trotting through the historic district on a horse-drawn trolley sponsored by the Brookings Historic Preservation Commission. Before the parade, kiddos can warm up and send a letter to Santa at Hitch Studio

Finally, as the lights begin to appear north on Main Avenue, families line the streets to OOoh and Awwe at all the twinkling floats and sing along to holiday music. The Brookings Area Chamber of Commerce and Convention Bureau host the annual parade and look forward to being a part of your holiday traditions this season in Brookings. 

Let It Glow | The Brookings Area Chamber of Commerce is excited to annouce a NEW holiday tradition in Brookings!

There’s nothing better than seeing thousands of twinkling lights on a cold, frosty night. Join us this holiday season by beautifying your home in our first annual Let it Glow Competition!

The Brookings Area Chamber of Commerce, Midwest Glass, Emilie Portz of Century 21, Outdoor Design & Landscape, and The Brookings Register encourage you to deck your homes with lights, lawn ornaments, wreaths, and more to help bring holiday cheer to families in Brookings. You even have a chance of winning one of the three cash prizes!



  • Put the whole family in one car, turn on the holiday tunes, and start judging!
  • Each participating house will be marked with a numbered sign designating their entry in the contest.