GoRockford announced today a new three-year presenting partnership with UMB Bank for Stroll on State, securing the future of the beloved holiday festival through 2026, 2027, and 2028.

As the presenting sponsor, UMB Bank’s support ensures the continued success and growth of Stroll on State, which is funded entirely through the generosity of community sponsors, volunteers, and partners. Over the years, Stroll on State has become Rockford’s largest festival and one of its most treasured holiday traditions, drawing tens of thousands of residents and visitors downtown each year to usher in the season with festive lights, live entertainment, family fun, and community cheer.

“Stroll on State is a time-honored tradition that brings people together to celebrate the holidays with their family and friends in downtown Rockford,” said Tom Budd, Illinois market president of UMB Bank. “We’re excited to announce a new three-year partnership with this event because it reflects our belief in community, connection, and the kind of shared experiences that make our city special.”

“We are incredibly grateful to UMB Bank for its continued commitment as the presenting sponsor of Stroll on State. Since 2015, their support has played a critical role in sustaining one of Rockford’s most beloved community events. I especially want to thank Tom Budd, Illinois market president, for his leadership and for UMB Bank’s strong commitment to Rockford and to Stroll on State,” said John Groh, President/CEO, GoRockford.

The 2025 Stroll on State took place during the snowiest Stroll in the event’s 13-year history, coinciding with the first measurable snowfall of the season. More than 10 inches of snow blanketed the Rockford area, creating a picture-perfect holiday backdrop while also requiring swift coordination and problem-solving from event organizers, volunteers, and the City of Rockford Public Works team to keep streets, sidewalks, and activities safe and accessible throughout the day. Despite the challenging conditions, an estimated 15,000 attendees still made their way downtown to celebrate, shop, and enjoy the festivities. The strong turnout underscored both the resilience of Stroll on State and the enduring holiday spirit of the Rockford community, proving that even extreme winter weather couldn’t dampen the excitement for this cherished annual event.

Giving Back to the Community

In addition to driving downtown business activity, Stroll on State continued its longstanding tradition of giving back to the community. This year, GoRockford returned all vendor fees due to lower attendance, and proceeds from hot chocolate, bar, and s’mores station sales directly benefited local nonprofit organizations.

This financial giveback reinforces the event’s commitment to supporting causes that make a positive impact across the Rockford region. In 2025, the following organizations received financial contributions from GoRockford in recognition of their volunteer efforts:

  • La Onda, NFP
  • Jack Baumann Memorial
  • Nikolas Ritschels Foundation
  • Wesley Willows Good Samaritan Fund
  • Auburn High School Key Club
  • Scouts of America Troops #32 and #432
  • Girl Scout Troop #3172
  • Comprehensive Community Services

Sponsors & Volunteers Make It Happen

Stroll on State would not be possible without the support of nearly 100 community sponsors and partners, as well as over 3,600 volunteer hours each year. GoRockford extends its sincere thanks to the sponsors whose investment makes the event possible and to the volunteers who generously give their time and energy to bring the holiday tradition to life.

“Stroll on State is truly made possible by the incredible support of our community; from the sponsors and partners who invest in the event to the volunteers who show up year after year,” said Kristen Paul, Executive Vice President of GoRockford. “That collective commitment is what allows Stroll on State to continue growing and bringing people together each holiday season. As we look ahead to 2026’s event, we invite additional businesses and partners to be part of creating a memorable and meaningful holiday experience in downtown Rockford.”

Stroll on State 2025: By the Numbers

  • 15,000 attendees
  • 3,600+ volunteer hours logged, supported by dedicated paid staff
  • Snowiest Stroll on State on record, with more than 10 inches of snowfall
  • 12 professional weather reports were provided and monitored before and during the event
  • 56 brand-new snow shovels deployed
  • 3 ride-on Snowrators used for snow removal
  • 2,300 lbs. of salt used to keep streets and sidewalks safe

Dasher Dash 5K

  • 1,380 registered runners and walkers
  • More than 700 participants braved snowy conditions to complete the race

Decorations & Downtown Atmosphere

  • 110 string-lit trees throughout downtown
  • 94 street pole snowflakes
  • 202 red velvet and glitter bows
  • 42 snow angels created during the event
  • 35,000 multicolor lights on the City of Rockford tree and two auxiliary trees
  • Countless garlands, wreaths, ornaments, and more!

Attractions & Activities

  • 72 ice blocks used to build ice towers
  • 274 letters written to Santa
  • 4 Two Men and A Truck trucks were utilized for event support
  • 10,000 (unofficial estimate!) snowballs thrown by kids and adults alike
  • 24 firepits with 4 truckloads of wood
  • 2 live music stages

Media & Marketing Reach

  • 1.3 Million views on Stroll on State Facebook Page and 4.6 Million views on GoRockford’s Facebook page for combined event views of 5.9 Million
  • Website 44,008 views
  • 764 Media Mentions: 1.1 billion event exposures
  • 532,214 billboard views

To learn more about Stroll on State or get involved, visit www.strollonstate.com.