About Us

The Luther Burbank Rose Parade & Festival is a private, non-profit,
 tax-exempt corporation run by a volunteer board of community
 leaders. The board works year round to manage and produce this
 event which takes more than 350 volunteers to staff. The purpose
 and goal of the Luther Burbank Rose Parade & Festival is to provide
 a Parade and Festival which will draw people from the greater North
 Bay area into Sonoma County to celebrate our community, its
 resources and the beauty of our region.

 The Parade and Festival are funded through business sponsorships,
 grants from the City of Santa Rosa and County of Sonoma, and also
 from vendor fees, and entrant fees. The event
 relies heavily on the support of cash and in-kind contributions
 from more than 100 businesses. In fact, more than 50 percent of the
 annual budget is raised through Sponsor contributions.

 The Parade annually kicks off on the third Saturday of May
 beginning at 10 AM. It winds its way through the streets of
 downtown Santa Rosa with radio broadcasters lining the parade route
 providing lively commentary of the entries. The Parade will be following the same route as the Parade in 2006, the opposite direction of last year’s Parade.  The Parade steps off at 10 AM at the Sonoma County Veteran’s Memorial Building on Stevenson Street.  It will proceed west toward South E Street where it will turn north.  The Parade will continue down E Street until it reaches 3rd Street where it will turn west.  It will proceed until it reaches Mendocino Avenue, where it will disband. The parade lasts about
 2 hours and is televised live on Santa Rosa's TV50.

The Festival gets into full swing at 11 AM in Downtown Santa Rosa encompassing Fourth Street from B Street to E Street, Courthouse Square and some of the auxiliary streets and Mendocino Avenue. Participants and spectators will be content all day long with an array of food and non-profit booths, the Green Zone and the X-Treme Zone as well as the Boy Scouts and Girl Scouts Scout-o-Rama, live entertainment and activities for kids of all ages including extreme exhibitions and an X-Treme n Green Iron Chef competition between the high school culinary arts programs. One of the highlights of the afternoon is the Parade Awards Ceremony in which everyone from school marching bands and scout troops to equestrians and non-profit organizations gather to hear the results and collect their winnings while receiving much deserved accolades from the community.