Press Kit and General Information
The Rose White and Blue Parade
is a 501 (c) (3) non-profit organization
1100 Shasta Ave.
San José, CA 95126
Rose, White and Blue 4th of July Parade
“To build a historic community parade that brings together the residents, businesses and organizations who take pride in the Alameda Neighborhood Business District and in the neighborhoods that surround The Alameda.”
Begins at Lincoln High School parking lot on Dana Ave. and ends on The Alameda and Lenzen.
On The Alameda between Hanchett Avenue and Shasta Avenue
July 4, 2019
10 a.m. Start time
For Photos of Previous Years’ Parades and Historic Photos visit our Facebook page here
The Official Rose White and Blue Logo
The Rose, White and Blue Parade is presenting the Twelfth Annual Rose, White and Blue 4th of July Parade (R,W&B Parade). Inspired by historic parades on The Alameda (such as the “Rose Carnival” beginning in 1896 and the “Fiesta de Las Roses” in the 20s and 30s), the R,W&B Parade was chosen as an appropriate event to celebrate our neighborhood, our city, and our country. The Parade seeks to build on the historic roots of the area and replicate the fun and excitement of an old fashioned 4th of July parade. The Rose, White and Blue 4th of July Parade and Festival was conceived by The ABA to showcase The Alameda as a lively business district and a historic neighborhood destination. The event creates community engagement among residents of the area from all backgrounds and interests. We believe our parade and festival is the ideal forum for promoting culture in San José. We use our parade as a platform to allow cultural groups in San José to exhibit their skills by performing in the Parade and allowing them to raise money for their organizations.
The Parade begins at a staging area in the parking lot across from Lincoln High School at 555 Dana Ave. and winds 1.6 miles through the charming and historic streets of the Rose Garden and Shasta/Hanchett Neighborhoods, ending at our festival area located on The Alameda near Shasta Avenue. The Parade will begin at 10 a.m. and is expected to conclude at 11:30–noon. Schools, marching bands, dance groups, antique auto clubs, high wheel bicyclists, fire trucks, service organizations, equestrians, color guards, pets and their owners are all invited to participate in the Parade. With participation from RGPNA, S/HPNA, College Park Neighborhood Association, Westminster Presbyterian Church, the Capernaum Club for handicapped teens and over 500 local children, our parade has become a tradition. Our parade is paced by bagpipes that both lead and (loudly) announce the parade.
Carl Gaurdino will be the 2019 Grand Marshal, one of Silicon Valley’s most distinguished business and community leaders. Carl Guardino, is the President and CEO of the Silicon Valley Leadership Group, a public policy trade association that represents more than 350 of Silicon Valley’s most respected employers. Previous Grand Marshals include Steve Wozniak, San Jose Mayor Chuck Reed, 96 Year old WWII Veteran Joe Bell, and Supervisor Dave Cortese.
Local dignitaries, dance groups, Boy and Girl Scouts, military units, antique car clubs and floats were featured in last year’s parade. We will continue our float-making competition this year, with cash prizes offered to the top three entrants. At the staging area, we provide patriotic red, white and blue decorations for the kids to decorate their bikes and wagons. Last year 500 kids and their parents showed up to decorate and be in the parade. The parade continues to be subject of conversation and excitement in our community.
After the RW&B Parade, please join us for a fun afternoon of food, music and relaxation on The Alameda. Local restaurants will be serving special 4th of July fare to go. Relax under the shade of the trees on The Alameda and listen to music provided by local entertainers. We will have a variety of interesting artisan booths set up along The Alameda for your viewing pleasure. The festival goes on until 3 p.m.
We believe that we can build upon our success during the last eight years and develop an increasingly popular event that allows San José residents to spend their 4th of July here in San José. Currently, we are the only daytime event on the 4th of July that caters to families and children in our city. Residents previously had to leave San José to enjoy a traditional 4th of July Parade. The demand for a 4th of July parade is so great here that we have begun to re-establish a San José tradition that has gone dormant for so many years. The original Fiesta de Las Rosas Parade travelled down The Alameda and attracted as many as 250,000 onlookers. In 2017 our attendance grew to 30,000 spectators, and we expect as many as 35,000 this year. Last year there were 115 entries in our parade. We also intend to keep the “hometown” quality and feel to our parade where kids, pets, homemade floats, and fun are an essential part of this event.