Mar 6, 2024 - Things to Do

Richmond's Easter on Parade has a new organizer

a crowd of brightly dressed people walk down monument ave - with dogs

Easter on Parade is on for 2024. Image: Courtesy of Easter on Parade

Easter on Parade has a new organizer for the first time in six years — and changes could be coming to the event.

Why it matters: The annual Monument Avenue Easter Sunday parade of humans and dogs has been a Richmond tradition for decades, but it was almost a casualty of the pandemic.

The big picture: Easter on Parade 2024 will go on and take place just as it always has — on Monument Avenue from Davis to Allen and with the Easter bonnet contest, live music, kids activities, vendors and more.

  • And it'll still be free and on Easter Sunday, from 1-5pm.

Yes, but: The event's new organizer, Tunstall Bagley Willis, owner of Grandeur & Grove Events, says she's considering adding local wine or beer vendors for the event beginning next year.

Zoom in: Those vendors could help offset the cost of the event, she tells Axios. It runs around $40,000 a year to execute, per WRIC.

  • And cost has been an issue for the parade the last two years.
  • In 2022, former parade organizer Echelon Events canceled the event due to lack of funding.
  • Last year, Echelon owner Jessica Corbett was able to bring in a corporate sponsor at the last minute to pull it off, but after she closed her company late last year, it looked like the event might go away forever.

But Corbett passed the baton to Willis who was able to pull it together — with sponsorship help from Greenfront Furniture & Lantz & Robins, P.C. and Historic Monument Avenue foundation. So the parade will go on.

What they're saying: "Easter on Parade has been a Richmond tradition for more than 30 years, and we're going to make it a Richmond tradition for 30 more," Willis tells Axios.

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