The annual Broadway Halloween Parade that features hordes of Denver’s spookiest residents promenading down the middle of South Broadway each October is in financial jeopardy and at risk of cancellation, organizers said this week.
The beloved neighborhood parade has exploded in popularity since its 2016 debut, attracting 30,000 people last year with some traveling from as far away as Pueblo and Fort Collins to behold the boo-tiful spectacle of floats, music, candy and costumed marchers who make their way from Fifth Avenue to Alameda Avenue, parade organizer Luke Johnson said.
“It’s wonderful that it’s gotten so big,” Johnson said. “It’s like a regional event now.”
The parade — this year’s installment is set for 6 p.m. Oct. 19 — has grown so much that the city mandated pedestrian barricades be installed along the route to keep bystanders safe from dashing out in front of an unsuspecting hearse, ghoul or goblin, Johnson said.
Johnson agreed the parade needed barricades, but he was shocked to discover the safety precaution would set organizers back $25,000 — more than double last year’s entire parade budget.
Doug Schepman, a spokesman for the Denver Police Department, said the increased attendance meant pedestrian fencing along the parade route was added to the event permit this year as children and other spectators stood in the roadway watching the parade last year.
“The Denver Police Department is engaged in conversation and problem-solving with the permit applicant and did not take lightly the financial impact when establishing the pedestrian fencing requirement,” Schepman said. “The pedestrian fencing requirement is consistent with other permitted parades that draw large crowds of spectators, including the St. Patrick’s Day parade, Stock Show parade and Parade of Lights.”
Johnson figured they could sell a few more sponsorships to pay for barricades, but when they received the cost quote, he knew they were in trouble.
“There is no way we can do that,” Johnson said.
Now, the Broadway Merchants Associaton — the organization that oversees the parade — is hoping the community can step in to raise $42,000 by Sept. 6 to cover the cost of the barricades and the rest of the parade’s budget.
Johnson said the organization is revising its sponsorship levels and adjusting parade participation fees to try to accommodate the added cost.
Sponsors used to be able to start at $500, but now there will be a $1,000 minimum, he said. Businesses along South Broadway and nearby neighborhood associations that want to be in the parade can still register for free, but other groups that wish to march in the festivities can expect to pay hundreds to participate — if the show can go on at all, Johnson said.
“If we didn’t get the word out that we need help and just said we’re pulling the plug, we thought people would be like, ‘What the heck, why didn’t you at least say something?’ ” Johnson said.
To help support the parade, Johnson said organizers need a few big sponsors that are interested in getting their brand in front of 30,000 people at a non-political, non-religious, kid-friendly event.
Folks are also welcome to contribute smaller donations via denverbma.com.
“Save the parade!” Johnson said. “I’m hopeful we can keep this going.”
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