Overview The Portland Rose Festival is the city's official festival, run by the nonprofit Portland Rose Festival Foundation for more than a century. Each late May and June it takes over downtown Portland for about two and a half weeks with a waterfront fair, fireworks over the Willamette, Fleet Week, two parades and a pair of runs. The festival draws over half a million people a year. It puts roughly $50 million into the local economy. On site Rose Festival on the Waterfront, formerly CityFair, fills Tom McCall Waterfront Park with carnival rides, fair food, live music stages, an arcade, a kids zone and beer and wine gardens. Navy and Coast Guard ships tie up at the seawall for free tours during Fleet Week. The Fred Meyer Junior Parade and the Street Mile run through the Hollywood District. The Starlight Run warms up the downtown route before the Portland Rose Festival Parade, where floral floats roll by daylight and lit floats take over after dark. Audience Portland-area families and visitors from across Oregon and southwest Washington. About 100,000 people line the parade route, and the telecast on KATU and KUNP adds TV and streaming viewers. Downtown visitor data skews 45-64 as the largest age group, with just over half of households earning $75,000 or more. More than 75 cultural and affinity groups march in the parade. Talent and Influencers The Rose Festival Court, a group of metro-area high school students chosen for scholarships, appears at events across the region all spring. Recent parades have been led by Portland Timbers captain Diego Chará as grand marshal. Military bands, regional high school marching bands, rodeo royalty and dance troupes fill the route, and the waterfront stages book local bands and DJs every night. Track record Portland has hosted visiting Navy ships during the festival for over a hundred years, and organizers call it the country's longest continuously running Fleet Week. The Junior Parade bills itself as the oldest and largest children's parade in the nation. It reports about $2.2 million a year in media value. Partners include CareOregon, Fred Meyer, Windermere, Alaska Airlines, Xfinity, State Farm and Boeing. Brand presence Parade sponsors get an entry with scripted messaging and TV airtime, route promotion, e-blasts, social posts and print and TV ads. Title and presenting sponsors add banners and car signs, press releases, festival-wide top-sponsor status and category exclusivity. The title sponsor also gets a co-branded event logo. Each tier pairs with a KATU package of :30 spots, lower-third graphics and live anchor reads. Floats are sold separately. The sponsor's own staff can decorate one.