For the 30th year, Dairyland Power Cooperative employees staffed the Rotary Lights holiday display along the Mississippi River in downtown La Crosse. Dairyland Board Chair Jenny Scharmer, President & CEO Brent Ridge and team members from across the cooperative organization look forward to this opportunity to spread holiday cheer and also be a good neighbor to those who may be struggling this season. The purpose of Rotary Lights is to "feed the hungry in the Coulee Region." Food donations collected during Dairyland's night at Rotary Lights benefited the WAFER food pantry.

This annual display began in 1995 and has grown tremendously due to the fantastic support from the greater La Crosse community. Dairyland has supported through equipment assistance and volunteerism since the beginning. Rotary Lights of La Crosse boasts over 3,000,000 lights on display. Nearly 160,000 visitors per year enjoy this holiday tradition while driving, walking or taking a carriage ride through Riverside Park.