On the Waterfront

Over twenty years ago, in the depths of an economic downturn in our community, a group of far-sighted individuals, led by City Officials and leaders and financed with just $15,000 created a celebration of the founding of Rockford and it was held Labor Day weekend. From these humble beginnings, On the Waterfront has evolved into a 501c(3) not-for-profit organization that annually produces Illinois' largest street festival. Today, the On the Waterfront Festival presented by Associated Bank is Illinois’ largest street festival with over 80 performers in five music venues covering 26 city blocks in the heart of the River District. Lou Bachrodt Auto Group was proud to support On the Waterfront by donating cars to be used in the festivities.