Festival Foods will punctuate its first year in town with a bang, bringing fireworks back to Baraboo.
The grocer will sponsor a July Fourth fireworks display at the Sauk County Fairgrounds. The Circus City hasn’t seen the rockets’ red glare since 2014, when the Baraboo Area Chamber of Commerce decided its money would be better spent promoting the Big Top Parade.
Fireworks will anchor a community event called “Barabooms” featuring music, food and family fun.
“We have a long history of supporting Fourth of July celebrations in Wisconsin and feel these fireworks shows help bring communities together,” said Mark Skogen, president and CEO of Festival Foods. “We are excited to sponsor the festivities in Baraboo for years to come.”
The Onalaska-based company bought the Pierce’s Marketplace store in West Baraboo in May. A committee of local residents working to bring back fireworks approached Festival Foods about serving as a lead sponsor due to its support of Independence Day pyrotechnics in other communities.
“We are so excited that Festival can bring back fireworks to our community after not having them for three years,” said Angela McMurray, the committee’s chairwoman. “We look forward to celebrating the Fourth of July as a community.”
Barabooms will be held from 4-10 p.m. July 4 with fireworks at dusk.
Festival Foods sponsored 20 fireworks shows in Wisconsin last year. It sponsored its first show in 1991, when the Skogen family owned one location in Onalaska. Today, the family owns and operates 31 stores across Wisconsin.
The sponsor’s contribution doesn’t mean the committee’s work is done. McMurray said volunteers will seek sponsors to pay for the cost of security, police, fire and ambulance personnel. Bringing in a live band and family activities will require support, too.