Contact Information:
Rose Parade Committee
50 Old Courthouse Square, Suite 110
Santa Rosa, CA  95404
lbroseparade@gmail.com

Release Date: December 4, 2023

FOR IMMEDIATE RELEASE

THE RETURN OF THE ROSE PARADE

[Santa Rosa, California] – The Luther Burbank Rose Parade and Festival is returning to Santa Rosa on May 18, 2024. The Parade, which last took place in 2019, originated as the Rose Carnival in 1894. Spanning three different centuries of life in Santa Rosa was central to the selection of this year’s theme: Trek Thru Time.

A dedicated community coalition has brought this event together – committee members, sponsors and in-kind donors are all central to the re–establishment of the parade after a four-year hiatus. Chaired by Terry Sanders, this year’s committee includes Peter Briceno, Jaima Finn, Justen Gomes, Cadance Hinkle Allinson, Brian Kilkenny, Julie Ratto, Councilmember Chris Rogers, Peter Rumble and Carolina Spence. Sanders said: “The goal of our group is not just to bring this beloved community event back and make it sustainable for generations to come. The purpose is to celebrate our shared history, showcase the people who make Santa Rosa special, unite our community and make meaningful, lasting memories”.

The 2024 Parade, the 126th annual thanks to a hiatus between 1926 and 1950, will feature a slightly shorter route and an estimated 100 parade entrants. Traditionally the parade is made up of local school bands and performance groups as well as non-profits and businesses that put together themed floats and demonstrations. Parade entry fees are waived for school groups. The entry fee for nonprofit groups is $250 and business entry fees are $500. Registration is now open.

Participants in this year’s parade will “trek thru time” and join a voyage through difference historical eras, exploring space and time travel and celebrating Sonoma County’s unforgettable past. The theme allows for a wide range of inspiration all tied to different eras in the city’s past, present and future. Parade entrants will have the chance to compete for awards, the slate of which will be announced in 2024.

The committee is also planning for an amplified festival atmosphere that highlights the community’s history and diversity and provides entertainment for all ages. The festival will take place on Courthouse Square after the parade and have entertainment on a central stage, local food and drink, and activities for kids and families. A call for volunteers will be made later in the year.

This year’s parade also features new branding which pays homage to the parade’s history while embracing a future focused outlook. The branding was a generous in-kind contribution from The Engine Is Red. Chris Denny, Founder & Lead Strategist for The Engine said, “The parade's comeback is huge, and we’re thrilled to donate the agency's creative services. It's our little way of welcoming back this fun tradition that makes our community extraordinary. We’re excited to make this return one to remember.”

Expenses for the parade are expected to be over $100,000 and will be funded solely by support from local sponsors. Sponsors already on board include The Ratto Group, Friedman’s Home Improvement, Sutter Health and Hansel Auto Group. Henry Hansel said, “I remember moving to Santa Rosa from a small town when I was 13 years old and attending the Rose Parade for the first time. I was so impressed with the feeling of community and spirit. Later, as my children got older, we would attend, and I would also assist over the years. It brings people together from different sections into downtown, which is the heart of the city of Santa Rosa. I'm so excited it's returning in 2024." Sponsorships range from $2,500 to $25,000. Those interested in sponsorship can contact lbroseparade@gmail.com.

About the Rose Parade

Though the famed horticulturist Luther Burbank took part in the event as early as 1914, the annual tradition began in 1894 with the first Rose Carnival.  It continued until 1926 when it was canceled due to Burbank’s death, shortly before the festival.  A longer hiatus was observed during the World Wars.

The Junior Chamber of Commerce ‘Jaycees’ revived the event in 1950, renaming it in honor of Burbank. Since its rebirth in 1950 the parade has become an annual event on the third Saturday in May, drawing a strong showing of local school marching bands, floats built by community and service organizations, equestrian teams, and units honoring local veterans.

More information can be found at the Rose Parade’s new website: www.lbroseparade.com

###