South Shore Frolics has been a Bay View fixture for more than six decades, treating residents to a parade, live music, festival food, a classic car show, games, and the “Blow Up The Beach” fireworks display over the course of one weekend every July. That tradition will reportedly end next year, as the Journal-Sentinel reports South Shore Frolics will be cancelled in 2018, and potentially for years to come.

Today, Bay View Lions Club (which has been responsible for hosting the South Shore Park festival since 1995) announced next year’s event will be suspended. The decision comes as a result of the festival’s lack of profitability. The Frolics have struggled financially in recent years. The Lions canceled the parade in 2008, 2012, 2013, 2014, and 2016; and some neighbors have complained about noise, litter, property damage, and an atmosphere they say no longer represents Bay View.

The decision halts the Frolics’ 68-year run and suddenly puts the fate of the event itself into question. Check back for updates as this story develops. In the meantime, make some popcorn and head over to the Bay View Town Hall page on Facebook.