By Sandra Coe
3rd Thursday Music, Flowers and a Sunset is far more than just an event in Vermilion. It is part of the heart and identity of our community.
As Executive Director of the Vermilion Chamber of Commerce, and someone who has now been with the Chamber for 19 years, this event is also very personal to me.
My mother, Moe Coe, served as President of the Vermilion Chamber for 11 years before me. She passed away 19 years ago on May 18, so this time of year always brings back many memories.
I still remember sitting in her office waiting to go to lunch when this bubbly, happy man walked through the door full of excitement and ideas. That man was Ed Rhinehart.
Ed, who passed away in 2015, had seen a similar event in Florida and believed something like it could bring energy, beauty and people into downtown Vermilion. From that inspiration, 3rd Thursday Music, Flowers and a Sunset slowly became something uniquely our own.
3rd Thursday has become one of the traditions that defines summertime along Ohio’s North Coast. What started as a small grassroots idea has grown into one of Vermilion’s most beloved summer traditions while still holding onto the same small-town charm and community spirit on which it was founded.
How Did 3rd Thursday Music, Flowers and a Sunset Begin?
Following the closure of the Lorain Ford Plant, Ed Rhinehart wanted to help bring life, energy, visitors and optimism into Vermilion while supporting local merchants and creating something that simply made people happy.
Ed had a tremendous love for flowers, music, gardening and community. One of his first ideas was beautification. He approached then Service Director Eileen Bulan and Mayor’s Assistant Anne Maiden about hanging flower baskets throughout downtown and discussed whether the street department could help water them.
Around that same time, Ed met with Barb and Terry Brady in their home, and it was around their kitchen table that the music event portion of 3rd Thursday Music, Flowers and a Sunset was truly born.
What started as a simple grassroots idea centered around flowers, music, community pride and supporting local businesses slowly began taking shape into something much larger than anyone could have imagined.
Who Helped Bring the Vision to Life?
There were many people involved in helping bring that vision to life, including my mother Moe Coe, Eileen Bulan, Anne Maiden, Dana Corogin, Sid and Sandy Jordan, Nan Gregory, Barb and Terry Brady, the late Diane Chesnut with Friends of Harbour Town 1837 and many others throughout the years that I may not even be aware of. I apologize if I unintentionally leave anyone out.
During those early years, so many people were passionate about beautification, flowers, music and creating a welcoming downtown atmosphere that made people want to spend time in Vermilion. That community pride became part of the foundation of what 3rd Thursday Music, Flowers and a Sunset still represents today.
My own journey with the Chamber began in 2007, so over the past week I have been picking the brains of many people involved in those early years to better understand the pre-history of 3rd Thursday before I officially came on board. Listening to those stories reminds you this event was built from passion, volunteerism and people who genuinely loved this town.
How Did the Event Grow Over the Years?
Barb and Terry Brady were instrumental in helping launch 3rd Thursday Music, Flowers and a Sunset and chaired the event for 14 years. Their dedication, leadership and countless volunteer hours helped guide the event through years of growth and transform it into the tradition it is today.
As attendance and participation continued growing, it became clear the event needed the organizational structure, nonprofit umbrella, liability coverage and support systems that the Vermilion Chamber of Commerce could provide.
That partnership allowed the event to continue growing while preserving the hometown feeling and community spirit on which it was founded.
At the end of 2019 and beginning of 2020, Barb and Terry Brady passed the torch to Sid Jordan, who continues carrying the tradition forward today.
What started with four bands and a handful of businesses staying open late has now grown into one of the North Coast’s most beloved summer traditions, with approximately 25 bands performing throughout downtown Vermilion each month from May through September. Today, the entire town bustles with music, visitors, residents, boaters, shoppers and families enjoying everything Vermilion has to offer.
What Role Does the Vermilion Chamber Play Today?
Today, the Vermilion Chamber works year-round behind the scenes coordinating promotions, logistics, safety, sponsors, city coordination, entertainment and operations to help ensure the event remains welcoming, organized and enjoyable for everyone.
We are also incredibly grateful for the continued partnership and support from the City of Vermilion. Events of this size and scale simply would not be possible without the cooperation of the City of Vermilion and all of those who help support these community traditions behind the scenes.
Sponsors also play a tremendous role in helping keep these traditions free for the community. We are sincerely thankful for our 2026 music sponsors, including the Ohio Lottery, Mesenburg Creative Catering, Stein Olsen & Stang LLC, Garage Bar & Grill, Shores & Islands Ohio, JD Indoor Comfort, Smokin Joe’s at the Country Breeze Carryout, Brewed Awakening Cafes and our Friends of Music sponsors for believing in the importance of community events and helping keep live music thriving in Vermilion.
We would also like to thank Vermilion in Bloom for the beautiful flowers and beautification efforts that help make downtown Vermilion feel so welcoming throughout the summer season.
Without the support of our sponsors, volunteers, musicians, businesses, residents and community partners, 3rd Thursday Music, Flowers and a Sunset would not be possible.
What Role Does Sid Jordan Play in the Event?
Sid Jordan, our current 3rd Thursday chair, has become a tremendous part of the event’s continued success. Sid has been involved since the very beginning as one of the musicians, and in many ways carries the same energy, enthusiasm and love for community that Ed Rhinehart brought to the event from day one.
Sid coordinates the musicians, electrical needs, band placement throughout downtown and ongoing communication with performers each month. His love of music and passion for Vermilion are woven into the event itself.
One thing many people may not realize is that many of the musicians donate and volunteer their time and talent simply because they believe in what this event represents. That generosity says everything about the heart behind 3rd Thursday.
What Makes 3rd Thursday Music, Flowers and a Sunset So Special?
And yet somehow, even with all of its growth, it still feels timeless.
On a perfect evening, downtown Vermilion feels like a Norman Rockwell painting along Lake Erie. Music drifts through the streets. Flower baskets overflow with color. Families stroll sidewalks with ice cream cones. Children dance to live music. Boaters walk up from the harbor. Restaurants buzz with laughter. Everyone slowly gathers along the waterfront to watch the sunset disappear into Lake Erie.
It is small-town America at its best.
It is the charm of the North Coast.
It is neighbors, visitors, musicians, businesses and volunteers all coming together in a way that feels genuine, timeless and uniquely Vermilion.
That is what makes 3rd Thursday Music, Flowers and a Sunset so special.
What Does 3rd Thursday Mean to Vermilion Today?
Nearly two decades later, the original purpose still remains the same: bringing people together, supporting local businesses, celebrating community and reminding people why Vermilion is such a special place to call home.
I truly believe Ed Rhinehart would be incredibly proud to see what his vision has become.
Sandra “Sandy” Coe, executive director of the Vermilion Chamber of Commerce, has spent nearly two decades helping promote local businesses, tourism, community events and the city’s lakefront identity. Following in the footsteps of her mother, longtime Chamber President Moe Coe, Sandy has helped preserve and grow many of Vermilion’s signature traditions, including 3rd Thursday Music, Flowers and a Sunset. Known for her passion for community, beautification and small businesses, Coe continues working year-round to showcase Vermilion as one of Ohio’s special Lake Erie destinations.