(2022) 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 and Festival
“To present a historic community parade and festival that brings together residents, businesses and organizations of San José and the greater Bay Area in celebration of diversity, public spirit, and our floral/agricultural heritage”
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
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 Mission Statement for the RW&B Parade and Festival is, “To present a historic community parade and festival that brings together residents, businesses and organizations of San José and the greater Bay Area in celebration of diversity, public spirit, and our floral/agricultural heritage.”
The Rose, White and Blue Parade is committed to creating anti-racist work that positively engages, uplifts, and represents the multicultural communities of San José and beyond through a culturally relevant event on Independence Day. Through our thoughtful partnerships with key members of the community, we purposefully unpack and rethink how and why the Fourth of July is celebrated. The Rose, White and Blue Parade and its partners strive towards reframing patriotism as a call to action for advocating within our community to uphold equality, justice and fair and humane treatment for everyone. Through our diverse education programs, we work to dismantle systematic racism, combat prejudice through exposure, and seek the end of violence and oppression through displays of community at the annual parade and festival.
The Annual Rose, White and Blue 4th of July Parade and Festival (RW&B Parade and Festival) on The Alameda is the longest running parade of its kind in San José. Its history dates back to the tradition of the Rose Parades in the 1920s and 1930s, at which point the Fiesta de las Rosas was the largest parade in San José. This historic parade attracted more than 500,000 spectators and was equal in stature to Pasadena's "Rose Parade." Now into our second decade of parades, in this contemporary iteration, we have created a true legacy of happy memories for our neighbors and for visitors of San José. Every year this free to attend parade and festival grows and becomes a family tradition in San José and a destination for people of the greater SF Bay Area.
While the name Rose, White and Blue Parade and Festival celebrates the floral heritage of the neighborhood, and honors the work of our recent predecessors, the Alameda Business Association (ABA) and Shasta Hachette Park Neighborhood Association (S/HPNA), who reestablished the parade in 2007, the parade and festival today has broadened to celebrate the diversity of all San Joseans. Our new day-long celebration features participants of all cultural backgrounds, presentations of different artistic genres, and multigenerational attendees from all around the South Bay who come together to celebrate our shared home. We relish in the participation and appreciation of an ever-broadening community.
The RW&B Parade and Festival builds on a long history of parades on The Alameda and in San José. The first parade in 1896 was a key element of the Rose Carnival that celebrated San Jose. The Rose Carnival transitioned into the Fiesta de Las Rosas during the 1920s, continuing its rose theme. This parade tradition and theme were established decades before the Rose Garden neighborhood and park were even conceived. Our RW&B Parade and Festival builds on these historic roots and recreates the fun and excitement of an old-fashioned 4th of July Parade in contemporary San José.
The Shasta/Hanchett, College Park, Burbank, and Rose Garden are the immediate neighborhoods surrounding The Alameda that annually unite to support the RW&B Parade and Festival. The parade travels through their tree-lined streets of beautifully preserved, historic buildings and homes while the festival concludes along the business-lined Alameda.
Before the RW&B Parade and Festival, San Jose had no significant 4th of July parade, and previous festivals held on this occasion have ended. Our parade is now a recognized celebration of San Jose's diversity and livability.
The RW&B Parade will once again start near the campus of Lincoln High School. At the staging area, the lineup of parade participants, classic cars, bands, dance groups, and community troupes are organized while children finish decorating their bikes and wagons in red, white and blue streamers. The parade will wind its way through the Shasta/Hanchett and Rose Garden neighborhoods (Dana to Naglee to The Alameda). Due to such positive responses from both participants and neighboring businesses, we will continue traveling down Naglee Avenue. Since the change was first made, the route has quadrupled the number of businesses the parade reaches and made for a much more pleasant parade experience.
Who's Who in Our Parade:
Community Grand Marshal: The Community Grand Marshal is someone who is seen as a leader in our community. While they are not directly involved in the theme, their work and philanthropy make that possible.
Honored Guest Grand Marshal: The Honored Guest Grand Marshal sets the tone and the theme of our parade, and we pay special attention to the all-important selection of this honored participant.
At the end of the parade’s route, we will host a classic 4th of July party. This four-hour afternoon event will host performances by parade participants, local musicians, dancers, and poets; food and culture vendors; and offer dancing and interactive activities for families. Local officials and our parade sponsors are also introduced to an appreciative crowd and sponsor festival booths.