In the middle of the 20th century, the bricks that once paved US-12 gave way to asphalt and concrete. As buildings rose and fell in downtown Sturgis, US-12 remained the heart of the city, as shown by an undated, pre-1962 photograph of a parade. When Sturgis began celebrating Michigan Week in May 1954, the parades also marched down US-12. Within eight years, the growth of the celebration and parade led to the official designation of Sturgis as the "Kickoff City" for Michigan Week. The parade route still centers along US-12, reflecting the road's importance in the history of Sturgis and Michigan.