About Us

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 200 volunteers to staff. One purpose and goal of the Luther Burbank Rose Parade is to provide a Parade 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 is 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. Staging will occur on Sonoma Avenue east and west of E Street and on E Street south of Sonoma Avenue. The parade will start at the Sonoma Avenue and E Street and proceed north on E Street turning left onto 4th Street and proceed west on 4th Street to Mendocino Avenue where the parade will disband. The parade lasts about 2 hours.

The 2010 event will include a Lemonade Stand contest following the Parade and before the Awards Ceremony. The contest will be held in Courthouse Square followed by the Awards Ceremony at approximately 2pm.