Columbus Day Parade Seaside NJ: Your 2024 Guide!


Columbus Day Parade Seaside NJ: Your 2024 Guide!

The annual event, held in the oceanfront community, represents a public celebration associated with Italian-American heritage and the historical figure credited with the European discovery of America. The procession typically involves marching bands, decorated floats, community groups, and elected officials. The location provides a scenic backdrop for the festivities, drawing participants and spectators from across the region.

This civic demonstration serves as a significant occasion for cultural expression and community bonding. It offers an opportunity to acknowledge the contributions of Italian-Americans to the region and the nation. Furthermore, the event can stimulate the local economy by attracting visitors to businesses in the area and generating revenue for local vendors. Its historical roots are often intertwined with evolving perspectives regarding the legacy of the explorer it commemorates.

The following sections will delve into specifics regarding logistical details, community involvement, and potential areas of interest for attendees and participants of similar events in the future. Further details about parade routes, scheduled activities, and points of contact for event organizers will also be provided.

1. Italian-American Heritage

The Columbus Day Parade in Seaside, NJ, exists, fundamentally, as a public affirmation of Italian-American heritage. Its very foundation lies in the historical narrative of Christopher Columbus, a figure who, for many Italian-Americans, represents the pioneering spirit and enduring contributions of their ancestors to the shaping of the United States. The floats, the music, the very act of gathering all serve as threads woven into a tapestry depicting the journey of Italian immigrants and their descendants. One can observe the dedication of families who have participated for generations, preserving ancestral traditions through costumes, recipes shared at post-parade gatherings, and the passing down of stories about their origins.

Consider the local businesses that line the parade route. Many are family-owned establishments, often bearing Italian surnames, that have thrived for decades. These businesses aren’t simply sponsors; they are integral parts of the community’s Italian-American identity. Their involvement isn’t merely transactional; it’s a demonstration of commitment to the values and traditions that the parade celebrates. The effect is clear: the parade reinforces the visibility and validity of Italian-American contributions to the local and regional landscape, fostering a sense of belonging and cultural continuity. It becomes a living testament to the idea that heritage is not a static relic but an evolving force. For example, local restaurant preparing special recipes and offering Italian food during this special occasion, it serves as a cultural sharing and promotes the parade more effectively

Ultimately, the parades value extends beyond a single day of celebration. Its a recurring reminder of a communitys roots, its resilience, and its continuing impact. While debates surrounding the historical figure of Columbus persist, the parade, in its contemporary context, stands as a crucial venue for Italian-Americans to assert their cultural identity, to celebrate their achievements, and to connect with future generations. The challenge, perhaps, lies in ensuring that the parade remains a dynamic reflection of that heritage, one that acknowledges the past while embracing the ever-changing perspectives of the present.

2. Community Participation

The Columbus Day Parade in Seaside, NJ, existed for years as a shadow of its potential. It featured predictable floats, the same few local dignitaries, and a dwindling crowd. The event was fading, its connection to the broader community weakening year after year. Then came the turning point: a conscious decision to reinvigorate the parade through active and genuine engagement with the town itself. The transformation wasn’t instantaneous, but rather the result of deliberate and persistent effort to foster inclusive participation. This involved more than just sending out invitations; it meant actively seeking out diverse voices and perspectives to shape the event.

The local high school marching band, once a reluctant participant, became a focal point, their performance a source of immense pride for students and parents alike. Neighborhood associations, previously indifferent, started designing floats that reflected their unique identities and contributions to the town. Local businesses, sensing the renewed energy, increased their involvement, not just as sponsors, but as active contributors to the parade’s planning and execution. A tangible effect of this revitalization was a dramatic increase in attendance. The streets were lined with families, cheering and waving flags, a testament to the power of collective participation. The parade route became a vibrant tapestry woven from the diverse threads of the Seaside community, each thread contributing to the overall strength and beauty of the event. The effect of community participation turns parade better than before.

The revitalization underscores a fundamental truth: the Columbus Day Parade in Seaside, NJ, is not simply a historical reenactment or a celebration of a single individual. It represents an occasion for the community to come together, to express its collective identity, and to celebrate its shared values. The challenge now lies in sustaining this momentum, in ensuring that the parade remains a truly inclusive and representative event, one that reflects the ever-evolving character of the Seaside community. The event serves as a reminder that a parade’s true value is directly proportional to the level of engagement and ownership fostered within the community it is meant to celebrate.

3. Oceanfront Location

The coastal setting is not merely a backdrop; it is a fundamental element interwoven into the very fabric of the annual Columbus Day Parade in Seaside, NJ. The rhythmic crash of waves serves as a natural cadence, a constant reminder of the sea that carried explorers and immigrants alike. The salt-laced air carries the sounds of marching bands and cheers, creating a sensory experience that is uniquely tied to this particular place.

  • Scenic Vista and Spectator Engagement

    The parade route, tracing the coastline, provides spectators with an unobstructed view of both the procession and the vast expanse of the Atlantic Ocean. This visual panorama enhances the overall experience, drawing larger crowds and creating a sense of shared appreciation for the natural beauty of the location. The ocean horizon, often dotted with sailboats, adds a layer of depth and tranquility to the celebratory atmosphere.

  • Cooling Sea Breeze and Seasonal Appeal

    Held in early October, the parade benefits from the cooling sea breeze that moderates the autumn temperatures. This natural air conditioning enhances the comfort of participants and spectators, encouraging longer engagement with the event. The mild weather, characteristic of the Jersey Shore during this time of year, contributes to the overall festive mood.

  • Symbolic Resonance with Exploration and Discovery

    The ocean itself serves as a potent symbol of exploration and discovery, echoing the historical voyages of Christopher Columbus. This symbolic connection lends a deeper meaning to the parade, linking the event to themes of courage, ambition, and the pursuit of new horizons. The sight of the ocean evokes a sense of wonder and possibility, aligning with the spirit of adventure.

  • Economic Impact on Coastal Businesses

    The parade’s oceanfront location directly benefits local businesses along the route. Restaurants, shops, and hotels experience a surge in patronage as visitors flock to the area for the event. This economic boost is particularly significant during the shoulder season, extending the tourist season and supporting the livelihood of coastal communities. The proximity to the ocean makes a restaurant fully packed for the whole parade.

The integration of the oceanfront location into the Columbus Day Parade in Seaside, NJ, extends beyond mere aesthetics. The parade is inextricably linked to the geography of the coast. It is the landscape and its natural elements which enhance the parade’s emotional resonance and economic impact. This unique coastal synergy sets the event apart, establishing it as a distinct and memorable celebration within the broader context of Columbus Day observances.

4. Marching Bands

The crisp October air in Seaside carried a different kind of energy that day not just the anticipation of the parade itself, but the coiled, potent hum of brass instruments warming up. Marching bands are not mere entertainment at such events; they are the sonic backbone, the pulse that drives the entire spectacle forward. They are the rhythm to which flags wave and feet march, transforming a simple procession into a vibrant, living tapestry of sound and movement.

  • The Vanguard of Patriotism and Celebration

    These ensembles, often drawn from local high schools and community groups, serve as a visual and auditory representation of civic pride. The precision of their formations, the gleam of their instruments, and the stirring melodies they produce evoke a sense of shared identity and purpose. At the Columbus Day Parade in Seaside, this translates to a palpable feeling of unity, where the music transcends individual differences and fosters a collective spirit of celebration. The band is not merely playing music; they are embodying the ideals of community and shared heritage.

  • Melodic Narratives of Italian-American Heritage

    The repertoire chosen by the marching bands often reflects the Italian-American theme of the parade. Traditional Italian folk songs, operatic excerpts, and contemporary Italian-American compositions are woven into the musical fabric of the event. Each note becomes a brushstroke, painting a sonic portrait of cultural pride and remembrance. These melodies resonate deeply with the audience, evoking memories of family gatherings, ancestral traditions, and the enduring spirit of Italian immigrants who helped shape the nation.

  • Dynamic Performance and Audience Engagement

    The marching bands don’t simply play; they perform. Elaborate formations, intricate footwork, and synchronized movements transform the parade route into a dynamic stage. Drum majors, with their commanding presence and skillful baton twirling, lead the charge, guiding the band through its performance with precision and flair. The audience responds with enthusiastic applause and cheers, creating a symbiotic relationship between the performers and the spectators. The marching band ensures they put their best performance so that audience would celebrate with them.

  • A Training Ground for Future Musicians and Leaders

    Participation in a marching band is more than just a hobby; it is an invaluable educational experience. Students learn discipline, teamwork, and the importance of dedication. They develop their musical skills, enhance their physical coordination, and gain confidence in their abilities. The Columbus Day Parade in Seaside provides these young musicians with a platform to showcase their talents, to connect with their community, and to develop into future leaders. The parade is not just a celebration of the past; it is an investment in the future.

In conclusion, the marching bands at the Columbus Day Parade in Seaside, NJ, are more than just musical performers; they are integral to the event’s success. From instilling patriotism to creating a dynamic spectacle for audience, their influence extends throughout the local event. These musical groups are symbols of community identity. Without them, the Columbus Day Parade in Seaside would be a muted affair, lacking the vibrant energy and emotional depth that makes it a memorable and meaningful experience for all involved.

5. Floats

The autumn air carries the scent of salt and sawdust down the parade route. Long before the first strains of music reach the crowd, the floats emerge colossal embodiments of artistry and communal effort. They move slowly, deliberately, each a carefully constructed narrative wheeled along the oceanfront in Seaside, NJ. These are not simply decorated platforms; they are tangible expressions of heritage, identity, and collective dreams, inextricably linked to the annual celebration. The effort poured into these rolling showcases begins weeks, sometimes months, in advance, involving countless volunteers, businesses, and local organizations. Their function isn’t merely ornamental; it’s communicative, illustrative, educational. They bring to life stories of Italian exploration, immigration, and contributions to American society. Without the floats, the celebration would be reduced to a march, a procession without context, without visual storytelling.

Consider the year the Societa’ Da Vinci constructed a float depicting Leonardo’s workshop. Not only did it showcase replicas of his inventions, but costumed volunteers portrayed him and his apprentices, actively demonstrating the principles of his designs. This was more than just a display; it was an interactive lesson in history and innovation. The crowd, especially the children, responded with fascination, their understanding of Italian-American contributions enriched by this tangible representation. Conversely, a year with poorly designed and executed floats resulted in palpable disappointment among spectators. The parade felt incomplete, lacking the visual grandeur and thematic coherence that the floats normally provide. The effect underscores the vital role these creations play in shaping the perception and impact of the entire event.

The floats are more than decorative elements; they are the visual heart of the Columbus Day Parade in Seaside, NJ. They transform a simple procession into a multifaceted celebration of culture, heritage, and community. Their absence would diminish the event’s emotional impact, its educational value, and its ability to unite the town in a shared expression of identity. Recognizing and supporting the creation of high-quality floats is not merely a matter of aesthetics; it is an investment in the very essence of the parade and its enduring significance to the community. In doing so, people not only celebrate the heritage of Columbus, but they also celebrate Italian-American contributions and heritages.

6. Local Businesses

The relationship between the commercial enterprises of Seaside, NJ, and its annual Columbus Day Parade, is symbiotic. The parade is not merely an event that happens near these businesses; it is inextricably linked to their economic well-being, their community standing, and, in many cases, their very identity.

  • Increased Foot Traffic and Revenue

    The parade route becomes a magnet, drawing crowds that far exceed Seaside’s typical off-season population. Restaurants, cafes, and retail shops along the way experience a surge in business, often representing a significant portion of their annual revenue. Consider the family-owned pizzeria that has sat on the route for three generations; the Columbus Day Parade is not just a date on the calendar but is essential to that business.

  • Marketing and Brand Visibility

    The parade offers local businesses a unique opportunity to enhance their visibility. Sponsorships, participation in float construction, and advertisements in the parade program provide direct access to a large, engaged audience. The hardware store that donates materials for a float or the bakery that supplies treats to parade participants benefits from increased brand awareness and customer loyalty.

  • Community Engagement and Goodwill

    Active participation in the parade demonstrates a commitment to the community, fostering goodwill and strengthening customer relationships. The law office that sponsors a local marching band or the real estate agency that organizes a cleanup crew after the event cultivates a positive image and reinforces its ties to Seaside. Their presence on this parade demonstrates that they care the area and its heritage.

  • Preservation of Local Character

    Many Seaside businesses are deeply rooted in the town’s history and Italian-American heritage. Their involvement in the parade helps preserve and celebrate this cultural identity, contributing to the town’s unique character. The Italian deli, for instance, that offers special Columbus Day sandwiches or the tailor shop that provides costumes for parade participants plays a vital role in maintaining the parade’s authenticity and cultural significance.

The Columbus Day Parade in Seaside, NJ, offers a microcosm of a complex economic ecosystem. The local stores create products and services that would increase marketing during the parade. These businesses not only benefit directly from the influx of visitors but also contribute to the overall success and cultural richness of the event. Recognizing and supporting their role is crucial to ensuring the parade’s continued vitality and its enduring connection to the town’s commercial and cultural fabric.

7. Elected Officials

The annual procession offered a stage, a platform elevated not by lumber, but by tradition and expectation. For local figures, from council members to state representatives, the Columbus Day Parade in Seaside, NJ, presented a recurring tableau: a chance to connect with constituents, to display civic engagement, and, perhaps most crucially, to be seen.

  • Symbolic Presence and Endorsement

    Their very presence signified endorsement, a visual affirmation of the community’s values and heritage. To march was to align with the celebration of Italian-American contributions, a potent message in a region with deep roots. The mayor, leading the procession, exemplified this, signaling the town’s official embrace of the event.

  • Opportunities for Constituent Interaction

    The parade route transformed into a sprawling meet-and-greet. Handshakes were exchanged, babies were kissed, and promises, both implicit and explicit, were made. For an aspiring councilwoman, this offered unfiltered access to potential voters, a chance to solidify support beyond campaign rallies and town hall meetings. The informal setting allowed for nuanced interactions, often revealing concerns and priorities not voiced in formal settings.

  • Balancing Act: Acknowledging Shifting Perspectives

    Increasingly, however, participation demanded a delicate balancing act. The figure of Columbus, once universally celebrated, now invited scrutiny and debate. Elected officials navigating this landscape needed to acknowledge evolving perspectives, tempering enthusiasm with sensitivity. A carefully worded statement, acknowledging both the historical significance and the complexities of the figure, became a common practice, a political tightrope walk in full public view.

  • Resource Allocation and Community Support

    Beyond symbolic gestures, their involvement could translate into tangible support. Securing funding for parade logistics, ensuring adequate police presence, and facilitating permits became critical responsibilities. A state senator, leveraging influence within the legislature, could ensure the parade’s smooth operation, demonstrating a commitment extending beyond mere photo opportunities.

Thus, the Columbus Day Parade in Seaside, NJ, became more than just a local celebration. It was a stage for political theater, a testing ground for navigating shifting cultural landscapes, and an opportunity to translate symbolic presence into tangible action. For the elected officials, each step down the parade route was a calculated move, a reflection of their understanding of the community they served and the complex tapestry of values they sought to represent.

8. Autumn Season

The calendar marks the Columbus Day Parade in Seaside, NJ, as an event inevitably intertwined with the crisp embrace of the autumn season. The transition from summer’s languid warmth to the brisk air and vibrant colors of fall casts a distinctive hue upon the event, shaping its atmosphere and influencing the experiences of participants and spectators alike.

  • Pleasant Weather Conditions

    The oppressive heat of summer has receded, replaced by milder temperatures ideal for outdoor gatherings. The sun, lower in the sky, casts long shadows, lending a golden ambiance to the parade route. Consider the relief felt by marching band members, no longer burdened by sweltering uniforms, or the comfort experienced by families lining the streets, no longer needing to seek refuge from the sun’s harsh glare. The weather contributes to overall enjoyment.

  • Vibrant Foliage as Scenic Backdrop

    While not as dramatic as inland forests, the coastal landscape of Seaside still bears the subtle mark of autumn. The dune grasses turn golden, and pockets of deciduous trees display hues of red and orange. This natural palette enhances the visual appeal of the parade, creating a picturesque setting that complements the floats and costumes. Imagine the contrast between a vibrant Italian flag and the backdrop of a golden dune, creating a visually striking composition.

  • Sense of Transition and Reflection

    Autumn inherently evokes a sense of transition and reflection. As the days grow shorter and the leaves begin to fall, thoughts turn to the passage of time, to memories of summers past, and to the promise of holidays to come. This introspective mood subtly influences the parade’s atmosphere, adding a layer of depth to the celebration. The parade is not simply a festive event; it is a moment to pause, to reflect on heritage, and to connect with the community.

  • Association with Harvest and Abundance

    Autumn is traditionally associated with harvest and abundance, a time of celebrating the bounty of the land. While Seaside is a coastal community, this association still resonates, albeit in a different form. The parade itself becomes a celebration of the community’s harvest, a showcase of its cultural richness, its economic vitality, and its collective spirit. The parade is a symbol of the community’s shared effort. The parade is a display of wealth.

In essence, the autumn season is not merely a temporal setting for the Columbus Day Parade in Seaside, NJ; it is an integral element that shapes the event’s character, influencing its atmosphere, its visual appeal, and its emotional resonance. The parade benefits from the conducive weather, the scenic beauty, and the underlying sense of transition and celebration that define this time of year.

9. Cultural Pride

The ocean wind whipped through the banners as the parade stepped off, each note from the brass band a defiant echo against a sometimes indifferent world. Cultural pride, at the Columbus Day Parade in Seaside, NJ, was not a passive sentiment; it was a living thing, nurtured by generations, worn on sleeves, and shouted from rooftops. It represented more than simple nostalgia; it was an active declaration of identity, a refusal to be erased by the relentless tide of assimilation.

  • Preservation of Traditions

    The aroma of zeppole filled the air, a scent carried from the kitchens of countless Italian-American families who had prepared the sweet treats for generations. Dances, passed down through families, were practiced on floats as they rolled down the street. All were carefully recreated aspects of a past not to be forgotten, lessons taught to children who would, in turn, carry them forward. The parade became a living museum, each gesture, each recipe, a testament to resilience and continuity.

  • Assertion of Identity in a Shifting Landscape

    In a town that had seen its demographic landscape transform, the parade served as a visible marker, a stake driven into the ground claiming space for a culture that refused to fade. Each Italian flag, each banner bearing a family crest, was a reminder of presence, a statement that heritage still mattered, that roots still ran deep, even as the world around them changed. Some marchers proudly donned traditional garb of their ancestors while others chanted slogans in Italian.

  • Intergenerational Connection

    Grandparents marched alongside grandchildren, sharing stories and passing on the torch of cultural memory. For the older generation, the parade was a validation of their sacrifices, a recognition of the hardships they had overcome to build a better life for their families. For the younger generation, it was an opportunity to connect with their heritage, to understand where they came from, and to appreciate the richness of their cultural inheritance. Every year, old people would share how they came to United States, and were able to live a good life due to United States freedom

  • Community Solidarity

    Beyond ethnicity, the parade fostered a sense of community solidarity, bringing together people from diverse backgrounds to celebrate the contributions of Italian-Americans. The local Irish pub sponsored a float, its staff wearing Italian-themed attire in a gesture of cross-cultural camaraderie. The local businesses donated and served food in the parade route, solidifying community relationship even more

The Columbus Day Parade in Seaside, NJ, exists as more than just a series of floats and marching bands. It functions as a yearly reaffirmation of cultural identity. The sounds of music, the aroma of food, and the presence of faces marked by shared heritage contribute to a feeling of belonging. The cultural pride, amplified, resonates far beyond the bounds of the parade route, weaving itself into the fabric of the town, a testament to a communitys enduring spirit.

Frequently Asked Questions

Navigating the complexities of a long-standing tradition, especially one intertwined with evolving cultural perspectives, requires understanding. Below are answers to frequently asked questions regarding the Columbus Day Parade in Seaside, NJ.

Question 1: What is the primary purpose of the Columbus Day Parade in Seaside, NJ?

The parade primarily serves as a public expression of Italian-American heritage and a celebration of the contributions of Italian immigrants to the region and the United States. It’s a cultural event showcasing traditions, music, and community spirit. While historically linked to Christopher Columbus, its focus has increasingly shifted towards honoring Italian-American identity and achievements.

Question 2: When and where does the parade typically take place?

The event is annually held on Columbus Day, which falls on the second Monday of October. The parade route generally proceeds along the oceanfront in Seaside, New Jersey, offering a scenic backdrop to the procession. Specific route details and staging areas are typically announced closer to the event date.

Question 3: Is the parade exclusively for Italian-Americans?

Absolutely not. The parade welcomes participants and spectators from all backgrounds. It strives to be an inclusive event that celebrates diversity and fosters community spirit. Anyone interested in learning about and celebrating Italian-American culture is encouraged to attend and participate respectfully.

Question 4: Are there any costs associated with attending the parade?

Attendance as a spectator is generally free of charge. However, vendors along the route may sell food, beverages, and souvenirs. Participation in the parade as a marching group or with a float may involve costs related to materials, costumes, and registration fees. Check with the parade organizers for specific participation guidelines.

Question 5: How can one participate in the Columbus Day Parade?

Participation can take many forms, from volunteering to assist with event logistics to entering a float or marching group. Contact the parade organizers directly for information on registration procedures, deadlines, and specific requirements for various forms of participation. Local community groups and organizations often coordinate participation efforts.

Question 6: Is the Columbus Day Parade in Seaside, NJ, controversial given the ongoing debate surrounding Christopher Columbus?

The parade, like many Columbus Day celebrations, acknowledges a historical figure who remains a subject of ongoing debate and evolving perspectives. Organizers strive to balance the celebration of Italian-American heritage with a sensitivity to the complexities and controversies surrounding Columbus’s legacy. Open dialogue and inclusive representation are encouraged to ensure the event remains respectful and relevant to all members of the community.

In essence, the Columbus Day Parade in Seaside, NJ, stands as a communal custom, that promotes heritage, community bonds, and cultural pride. Understanding its purpose, logistics, and evolving context ensures respectful participation and a meaningful experience.

Moving forward, we examine the economical influence of the parade.

Navigating the Seaside Celebration

The Columbus Day Parade in Seaside, NJ, requires careful planning to fully enjoy. Its long history can make finding logistical info difficult. Consider these time-tested recommendations for an optimal experience.

Tip 1: Arrive Early for Optimal Viewing. The parade route, though lengthy, fills quickly. Securing a prime viewing spot requires arriving well before the scheduled start time. Early arrival also allows for ample parking, a premium commodity on parade day.

Tip 2: Consult Local Media for Last-Minute Updates. Event details, including route alterations or schedule changes, are typically disseminated through local news outlets and community websites. Regularly checking these sources in the days leading up to the parade ensures preparedness.

Tip 3: Pack for a Coastal Environment. Seaside’s proximity to the ocean brings unpredictable weather. Layered clothing, sunscreen, and a windbreaker are advisable, regardless of the forecast. Coastal breezes can quickly turn a pleasant morning into a chilly afternoon.

Tip 4: Support Local Businesses Along the Route. The parade provides a significant boost to the Seaside economy. Patronizing local restaurants, cafes, and shops not only enhances the parade experience but also contributes to the community’s economic well-being.

Tip 5: Respect Parade Participants and Organizers. The parade involves countless volunteers, performers, and organizers. Maintaining a respectful distance, adhering to designated viewing areas, and following instructions from event staff ensures a smooth and enjoyable experience for all.

Tip 6: Plan for Post-Parade Traffic. The conclusion of the parade inevitably leads to traffic congestion. Consider alternative routes, public transportation options, or simply extending time in Seaside to allow for traffic to subside.

Adhering to these will result in a more rewarding and less stressful experience at the Seaside celebration. Respect and common sense are essential ingredients for enjoyment.

The following is the conclusion.

Echoes by the Shore

The preceding examination has traced the contours of the annual procession, highlighting the multifaceted significance of the Columbus Day Parade in Seaside, NJ. From the celebration of Italian-American heritage and the embrace of community participation to the resonance of its oceanfront location, each facet contributes to an event exceeding the sum of its parts. The analysis has underscored the crucial role of marching bands, the visual narratives conveyed by floats, and the economic impact on local businesses. Furthermore, it has acknowledged the complex interplay between elected officials and their constituents, the seasonal context provided by autumn, and the underlying current of cultural pride that courses through the event.

The parade, like the tide, carries echoes of the past, present, and future. It serves as a reminder that the spirit of exploration, cultural identity, and community engagement are enduring forces. While the historical figure it commemorates remains a subject of ongoing discussion, the parade, in its contemporary form, offers a tangible opportunity to celebrate the contributions of Italian-Americans and to foster a stronger sense of collective identity. As the sun sets on each year’s procession, one hopes that the Columbus Day Parade in Seaside, NJ, continues to evolve, adapting to changing perspectives while remaining a beacon of cultural pride, resilience, and communal unity. Let the march continue, informed by both heritage and hope, as all involved seek to celebrate inclusiveness.