Post Foods to Sponsor The Veiled Prophets’ Parade Town

Veiled Prophets announce that Kiener Plaza will transform into “Post Foods Parade Town” the evening of July 3rd and morning of July 4th

ST. LOUIS, June 28, 2013 – The Veiled Prophets are proud to announce that Post Foods, LLC will be the title sponsor of Parade Town at Kiener Plaza, the recently announced venue of VP’s Balloon Glow and Block Party on the evening of July 3rd and the central headquarters for numerous family-oriented activities the morning of July 4th. Kiener Plaza will be transformed into “Post Foods Parade Town” during the 2 day event.

The Veiled Prophets are honored that Post Foods, whose parent company Post Holdings is headquartered in St. Louis, has partnered with the VP Parade to kick-off the July 4th weekend festivities downtown at Post Foods Parade Town,” said Grand Marshal William H. Macon, Jr. “Post Foods commitment to wholesome entertainment is a perfect fit with VP’s tradition of hosting wholesome family events in St. Louis, like the VP Parade and the new, special programming at Parade Town.”

At Post Foods, we look for valuable ways to engage with our local communities and are excited to put our name on two new events that will kick-off the Independence Day celebration in St. Louis,” said Tony Shurman, VP of Marketing at Post Foods. “When we learned that Parade Town will serve as the epicenter of the Freedom 4 Miler run and the Family Fun Run on July 4th, as well as hosting the VP Parade Battle of the Bands Awards Ceremony and the Balloon Glow and Block Party on July 3rd, we were happy to get involved. These are the type of healthy, family-oriented events that Post Foods is proud to support.”

Balloon Glow and Block Party at Post Foods Parade Town on Evening of July 3rd

 VP will host its first annual Balloon Glow and Block Party at Post Foods Parade Town on the evening of July 3rd from 5:00 p.m. to 10:00 p.m. The festivities will feature food and drinks from the Hilton at the Ballpark, live music from Griffin and the Gargoyles and American Idiot, a Green Day cover band, and the inflation of several of the VP Parade’s giant helium-filled balloons.

Post Foods Parade Town at Kiener Plaza on Morning of July 4th

Kiener Plaza will re-open on the morning of the Fourth with the party beginning promptly at 6 a.m. with registration for the Freedom Four Miler and the Family Fun Run, hosted by the St. Louis Sports Commission and presented by Schnucks. For those looking to get in a workout before watching the parade, The Four Miler will begin promptly at 7 a.m. and the Fun Run will follow at 8:30 a.m. These runs and the Post Foods Parade Town atmosphere will be a great way to kick off a day full of patriotic fun. Additional information including race registration is available at

VP Parade Battle of the Bands sponsored by Wild 104.9

After the Parade, Post Foods Parade Town will host the awards ceremonies for the VP Battle of the Bands sponsored by Wild 104.9. Always an integral part of the VP Parade, the band competition will feature nine bands from across the region with top bands from Illinois and Wisconsin, competing for cash prizes and bragging rights.

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For more information about the Parade -- including the new route map and other graphics – or Veiled Prophet Organization, please visit

About Post Foods, LLC

Post has enriched the lives of consumers, bringing quality foods to the breakfast table since the company’s founding in 1895. Post’s portfolio of brands includes diverse offerings to meet the taste and nutritional needs of all families, including such favorites as Honey Bunches of Oats®, Pebbles™, Great Grains®, Post Shredded Wheat®, Post® Raisin Bran, Grape-Nuts®, and Honeycomb®, as well as Attune Food's Uncle Sam and Erewhon brands.  Post is dedicated to health and wellness, offering consumers a variety of cereal choices to meet their nutritional needs from whole grain and fiber to lower sugar offerings. For more information about Post Cereals, visit

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