Pride comes alive in La Crosse.

Once a year, professionals and amateurs alike have the opportunity to strut their stuff down the runway at the La Crosse Center, celebrating La Crosse community Pride with bright lights, glamorous garb and a some whole-hearted lip syncing.

Traditionally, Pride Month is celebrated in June, but in La Crosse the festivities fall in September, and this weekend the fun kicks off with the fourth annual “So You Think You Can Drag” show at 9 p.m. Friday, one of three events hosted by The Center: 7 Rivers LGBTQ Connection.