The inaugural Broadway Halloween Parade is set to run about two-thirds of a mile from East Third to East Alameda avenues starting 6 p.m. Saturday, Oct. 21.

Businesses along Broadway are working together to give Denver a Halloween celebration in October on par with the Parade of Lights in December and St. Patrick’s Day Parade in March.

The inaugural Broadway Halloween Parade is set to run about two-thirds of a mile from East Third to East Alameda avenues starting 6 p.m. Saturday, Oct. 21. The Broadway Merchants Association hopes to draw at least 500 people to the area south of downtown Denver for the event.

The Halloween parade will be free to attend and people and organizations can still register to participate, said Erin Claxton, events coordinator for the Broadway Merchants Association.

The association is working with The Wizard’s Chest, Sweet Action Ice Cream, Councilman Jolon Clark as well as other businesses and residents from Baker and Washington Park West.

The parade is part of the push to rebrand the area with Punch Bowl Social, Sweet Action, Mutiny Information Cafe and other popular businesses as “The Heart of Broadway,” Claxton said.

“The area is considered South Broadway, but it’s not really,” she said. “It’s not really North Broadway either.”

Businesses in the Heart of Broadway want to stand out as the section of the corridor south of Interstate 25 continues to see redevelopment and commercial growth of its own.

“Most people know where Social is. They know where Broadway is, and we want them to start to identify this area as the Heart of Broadway starting with this event,” Claxton said.

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Business & data reporter Adrian D. Garcia can be reached via email at agarcia@denverite.com or twitter.com/adriandgarcia.