The sound of drums echoed through downtown Rapid City, South Dakota, as floats, dancers, families and community members made their way down the parade route during this year’s Indigenous Peoples Day Parade. This year’s theme, “We Dance for the People,” brought together tribal nations, businesses, schools and community groups in a vibrant display of culture, pride and connection.

For several Black Hills Energy employees, the day was more than a parade. It was an opportunity to celebrate heritage, strengthen community ties and represent both their culture and their company.

Indigenous Peoples Day recognizes the cultures, histories and contributions of Indigenous peoples. In Rapid City, the observance has grown into a weekend of celebration that includes the Indigenous Peoples Day Parade, the He Sapa Wacipi na Oskate — the Black Hills Powwow — and other community events that bring together thousands of people from the community and across North America. 

As parade entries rolled through downtown streets Black Hills Energy employees joined the celebration alongside friends, relatives and community members.

“I really enjoy participating in the Indigenous Peoples Day Parade, as I am very proud of our beautiful culture,” said Jenny, an enrolled member of the Crow Creek Sioux Tribe who works as a Senior Administrative Assistant for Black Hills Energy. “It’s important to show our representation to the community.”

For many participants, visibility matters. The event creates a space where Indigenous cultures are celebrated openly and where people of all backgrounds can come together to learn, connect and build relationships.

“The Indigenous demographic is often underrepresented; this event is a positive opportunity to provide a presence and celebrate our heritage,” said GIS Technician Marilee, an enrolled member of the Northern Cheyenne Tribe. “This parade includes so many tribal nations, which showcases our diversity from all over Turtle Island, brings awareness to many causes in our communities, and gives a spotlight to companies who employ, support, sponsor and create partnerships within the Native communities.” In many Indigenous cultures, Turtle Island represents North America and its connection to creation, life and a sacred relationship with the land.

The parade provided a fun way for Indigenous community members to represent their culture. Spectators waved from sidewalks, children raced to collect candy and families gathered to celebrate together. For participants walking the route, the interactions often became the most memorable moments.

“There is a sense of pride and community attending events that showcase Indigenous people in such a bright light,” explained Shaina, a logistics coordinator and enrolled member of the Sicangu Lakota or Rosebud Sioux Tribe. “Getting to participate and walk the parade route gives me the opportunity to see the vast amount of people that have come out to support and represent, which makes the parade all the more special.”

Many employees return year after year because the celebration represents something larger than a single event.

“Our entire family is highly involved every year and volunteers with the He Sapa Wacipi na Oskate, the Indigenous Peoples Day Parade, and the Remembering the Children Memorial Walk,” Jenny explained. “It’s our culture and what we do. Hopefully, our entire community comes out to see and be a part of our celebrations as well.”

For Marilee, participation is about contributing to a broader purpose.

“We’re contributing to the bigger picture by spreading the positive messages of celebrating, standing in solidarity, educating, promoting creativity, appreciating our resilience, uplifting the people and walking in two worlds,” she said.

The parade also provides opportunities to strengthen relationships within Black Hills Energy. Employees who may work in different departments or locations come together with a shared purpose, building connections that extend beyond the workplace.

“I really enjoy getting to know coworkers who are participating that I do not normally get to engage with in the normal workday,” Shaina said.

That spirit of connection mirrors Black Hills Energy’s commitment to the communities it serves. We’re committed to building a workforce that reflects the strength and character of our communities and fostering a culture of belonging where employees can bring their authentic selves to work. 

Events like the Indigenous Peoples Day Parade provide meaningful opportunities to put those values into action. By supporting employees in celebrating their cultures and participating in community traditions, we’re helping to create an environment where people feel seen, valued and connected.

“It’s great to connect as an individual as well as professionally, to represent our Native culture and the company simultaneously,” Marilee said. “We carry great pride in our Indigenous identity and traditions. It’s amazing to have visibility on both fronts.”

“The entire weekend around Indigenous Peoples Day is a time to celebrate our beautiful culture with pride. It’s great seeing community members come out to see what the parade, the Wacipi and the walk are all about,” Jenny added. “Seeing the number of friends and family throughout the parade was awesome! Everyone in the crowd was so happy and smiling. The parade is always such a positive event and shows how diverse and beautiful our community is.”   

As the final float passed and the celebration continued throughout the weekend, participants carried with them something more lasting than candy, music or decorations. They carried a renewed sense of community.

After all, a parade may only last a few hours, but the relationships it strengthens can last all year. And judging by the smiles lining the streets of Rapid City, there will be plenty of familiar faces ready to celebrate together again next year.