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Midsommar Fun: Geneva’s 72nd Swedish Days By Lindsey Gapen Lukas ll year long, residents of Geneva look forward to the annual Swedish Days Festival. Business owners plan for their best sales of the year, children anticipate the carnival and foodies of all ages salivate over Swedish options that put IKEA’s meatballs to shame. This year, Geneva’s 72nd Annual Swedish Days Festival runs Wednesday through Sunday, June 22-26. Laura Rush, communications manager for the Geneva Chamber of Commerce, which oversees the event, expects more than 200,000 people to attend throughout the week. “I love to see the smiles on faces, especially first-timers to the festival,” she says. “They not only discover Swedish Days, but many also discover Geneva for the first time.” Sweden in the late 1800s was overpopulated, says Terry Emma, executive director of the Geneva History Museum.
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There weren’t enough jobs for everyone, and the poor soil in most of Sweden made it hard for families to make a living as farmers. This led to heavy emigration to the United States in the 19th and early 20th centuries, when approximately 1.3 million Swedes left for the United States. It was work on the railroad that brought the first wave of Swedish immigrants to Geneva in the 1850s, Emma adds. But the biggest influx of Swedes occurred between 1880 and 1900. By 1895, an estimated 50% of the city’s population was Swedish. The east side of Geneva was referred to as “over there in Sweden,” and Swedish was spoken in homes and on the streets until the 1900s. Most people who stop by Swedish Days weren’t even born when “Geneva Days” began more than 70 years ago, shortly after World War II ended. The retail division of the Geneva Chamber
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of Commerce started a small promotion, where shoppers could find special bargains at local stores. After two years, it became known as “Swedish Days.” Ever since, activities have been introduced, removed or reintroduced, but a favorite event is the city’s “Geneva Settler’s Coffee,” where longtime residents (those who have lived here at least 15 years) get to enjoy breakfast and special recognition. Though the festival has changed, it’s still true to its original intention of encouraging people to shop local. Sales and bargains at local shops have been a part of every festival. These days, the grand parade on the final day is a major highlight. Eye-catching floats, talented community marching bands, prancing horses and other performers entertain for more than 2 hours. Nearly 45,000 people turn out, says Rush.
