Portland Rose Festival Foundation

What Portland Rose Festival Foundation does

The Portland Rose Festival Foundation is a 501(c)(3) nonprofit organization founded in 1907 that produces an annual civic festival in Portland, Oregon, running from late May through early June. Its core products include CityFair (a waterfront carnival at Tom McCall Waterfront Park), the CareOregon Grand Floral Starlight Parade (a unified evening parade combining two historic traditions), the Fred Meyer Junior Parade (the nation's oldest and largest children's parade, established 1936), Fleet Week (military ship tours with U.S. Navy, Coast Guard, and Royal Canadian Navy), the Rose Festival Court scholarship program, the Treasure Hunt medallion hunt, and ancillary running events (Starlight Run, Rose Festival Street Mile). The Foundation serves Portland metro families and children, schools and youth organizations, corporate sponsors, and out-of-town tourists, with a year-round staff of approximately six professionals plus seasonal/intern support and up to 75 volunteer board members.

The Foundation operates a multi-revenue-stream nonprofit model. Earned revenue comes from CityFair ticket sales ($15/day or $25 season pass) and Family Fun Packs ($100 for four admissions plus 80 ride tickets). Tax-deductible donations are accepted online, by mail, via workplace giving and matching gifts, Donor Advised Funds, and Qualified Charitable Distributions from IRAs. Corporate sponsorships are the largest revenue pillar, with title sponsors (CareOregon for the combined parade, Fred Meyer for the Junior Parade), presenting sponsors (Windermere Real Estate, IBEW Local 48), and a Business Partner Program offering $500-$1,500 annual tiers to local businesses. Additional revenue includes the annual 'As You Wish' rose partnership with Portland Nursery ($2 per bush donated), a merchandise program including souvenir pins, and partner-driven tourism revenue via official hotels and Alaska Airlines. Marketing reaches 70,000+ social media followers, 17,000 email subscribers, and nearly 2 million television viewers via the KATU broadcast partnership.

Distribution occurs primarily through self-serve online ticketing on the rosefestival.org website (powered by Saffire), in-person box offices, and free public events (parades, Fleet Week tours). The go-to-market motion is community-led, driven by civic tradition, volunteer recruitment, and corporate relationships rather than paid acquisition. The 2026 season represents a strategic inflection point, marked by consolidation of two parades into a single signature event, new television and title sponsorships, and introduction of new programming (America 250 Fireworks, Rose Festival Street Mile).

Name

Portland Rose Festival Foundation

Legal name

Portland Rose Festival Foundation

Website

https://rosefestival.org

Company type

Private

Founded year

1907

Operating status

Operating

Headcount range

1–10 employees

Short description

The Portland Rose Festival Foundation is a 501(c)(3) nonprofit that has produced Portland's official civic festival since 1907, running annual events including parades, CityFair, Fleet Week, and youth scholarship programs. It serves Portland metro families, schools, corporate sponsors, and tourists via ticket sales, donations, and sponsorships.

Ownership category

akta.pro rank

Product category

Community Festival Events

NAICS

Promoters of Performing Arts, Sports, and Similar Events with Facilities (711310), Civic and Social Organizations (8134)

SIC

Services-Amusement & Recreation Services (7900)

akta.pro primary industry

Cultural & Community Festivals (Ticketed) (THAJAFAI)

akta.pro secondary industries

Community Parades, Carnivals & Street Fairs (MPAGAEAE), Cultural Festivals & Events Organizations (BPAGAHAG)

Keywords

• Community festival events
• Civic celebration programming
• Nonprofit event management
• Corporate sponsorship activations
• Youth scholarship programs

Headquarters

HQ city

Portland

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Infrastructure, Technology or R&D

Revenue model

1. Ticket Sales: CityFair admission tickets at $15 per day or $25 for a season pass. Additional revenue from carnival ride tickets and merchandise such as souvenir pins.
2. Donations: Tax-deductible donations as a 501(c)(3) nonprofit. Accepts online donations, cash/check by mail, workplace giving, matching gifts, Donor Advised Fund gifts, and Qualified Charitable Distributions from IRAs.
3. Corporate Sponsorships and Business Partnerships: Sponsorship sales for events including CityFair, Fireworks Shows, Rose Festival Court, Street Mile, Junior Parade, Fleet Week, and Starlight Run. Business Partner Program with memberships from $500 to $1,500 offering social media and newsletter exposure.
4. Rose Sales Partnership: Partnership with Portland Nursery where $2 from every 'As You Wish' rose bush sold is donated to the foundation.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Portland Rose Festival Foundation produces and manages Portland's annual civic festival, a multi-week celebration featuring the CareOregon Grand Floral Starlight Parade, Fred Meyer Junior Parade, CityFair waterfront fair with carnival rides, Fleet Week naval ship tours, the Starlight Run, Rose Festival Street Mile, Treasure Hunt, and the Rose Festival Court youth scholarship program. As a 501(c)(3) nonprofit, the foundation sells admission tickets, accepts tax-deductible donations, and sells corporate sponsorship packages to fund the festival.

Product overview

Portland Rose Festival Foundation operates a portfolio of annual event products centered around its flagship festival, which runs from May 22 through June 7, 2026. The core offering comprises CityFair (a waterfront fair with rides and entertainment), the CareOregon Grand Floral Starlight Parade (combining two traditional parades into one evening event), and the Fred Meyer Junior Parade (the nation's oldest children's parade). Supporting products include Fleet Week (military ship tours), the Starlight Run and Rose Festival Street Mile (running events), the Treasure Hunt (puzzle-based medallion hunt), Rose Festival Court (scholarship program), Rose Festival Clowns (entertainment program), VIP Cars (parade car enthusiast program), and Marching Bands program. Ticketing for CityFair includes single-day admission, season passes, and family fun packs. The Foundation also operates a donation platform for tax-deductible contributions.

Differentiator

Problem solved

Functional benefit

Products and services

• CityFair A waterfront fair festival at Tom McCall Waterfront Park featuring carnival rides, fair food, live entertainment, and local crafters across three weekends of the Rose Festival. Open to individual ticket purchasers and families.
• CareOregon Grand Floral Starlight Parade A unified evening parade combining the Grand Floral and Starlight Parade traditions, featuring floral floats, marching bands, equestrian units, and illuminated floats through downtown Portland. Free to attend from city street spots.
• Fred Meyer Junior Parade The nation's oldest and largest children's parade, featuring decorated bikes, wagons, costumes, kid-powered floats, and youth marching bands in Portland's Hollywood District. Moved to Saturday for 2026.
• Fleet Week A week-long port visit featuring U.S. Navy, U.S. Coast Guard, and Royal Canadian Navy ships open for public tours at the Portland waterfront. Free admission to ship tours.
• Starlight Run A 3-mile fun run presented by Windermere Real Estate that serves as a warm-up event preceding the Grand Floral Starlight Parade.
• Rose Festival Street Mile A running event featuring competitive qualifying heats and a family fun run along the parade route, produced in partnership with Runwithpaula Events.
• Treasure Hunt A puzzle-based medallion hunt where participants solve clues referencing local history and geography to find a hidden medallion prize in public parks.
• Rose Festival Court A scholarship program for up to 15 high school students featuring mentorship, community outreach, and appearances at Rose Festival events throughout the year. Includes $5,000 scholarships via The Randall Group.
• 2026 CityFair Tickets Ticketing platform for CityFair admission including single-day passes ($15), season passes ($25), and family fun packs ($100 for 4 admissions plus 80 ride tickets).
• Donations Online donation platform allowing tax-deductible contributions to support Rose Festival programs and events. Accepts online donations, cash/check by mail, workplace giving, matching gifts, Donor Advised Fund gifts, and Qualified Charitable Distributions.
• America 250 Fireworks Show A special fireworks display presented by IBEW Local 48 celebrating America's 250th anniversary, broadcast on KUNP. Free public event.
• Rose Festival Clowns Entertainment program featuring the Clown Prince mascot and clown performers appearing in all three Rose Festival parades.
• Official Hotel Partner Packages Collection of official hotel packages from downtown Portland hotels (Hotel Zags, AC Hotel, Courtyard, The Nines, The Bidwell) offering preferred rates, CityFair admission, and late checkouts for Rose Festival visitors.
• VIP Cars Program Convertible car enthusiast participation in parades, with car owners transporting VIP guests and dignitaries.

Quantifiable outcome

• 70% of attendees report being more likely to purchase from Rose Festival sponsors

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

19 partnerships are on record, tiered minor, core and flagship.

• BIKETOWNminorStrategic or Co-development PartnerBike sharing partner providing adjusted station availability during parade events. New riders receive $5 off first rides with promo code BIKEPARADE26. Stations are opened and closed around parade routes for spectator convenience.
• TriMetcoreStrategic or Co-development PartnerOfficial transportation partner serving greater Portland metropolitan area. Provides bus, light rail (MAX), and commuter rail service connecting attendees to CityFair, Fleet Week, and parade events. Multiple MAX stations within blocks of CityFair entrances.
• Alaska AirlinescoreGTM or Marketing PartnerOfficial airline partner and largest carrier at Portland for over 20 years. 17% flight increase from 2023 to 2024 with 110 peak daily flights to 55 nonstop destinations from PDX. Provides prize for costume contest (airline tickets).
• Amtrak CascadesminorStrategic or Co-development PartnerOfficial railway partner providing scenic train travel alternative for festival visitors. Part of regional transportation network making it easier for visitors to attend without driving.
• Travel PortlandcoreGTM or Marketing PartnerOfficial tourism partner and promoter of Portland. Resource for visitors for shopping, dining, accommodation, and activities during Rose Festival visit. Steward of Portland's tourism identity.
• KATUcoreGTM or Marketing PartnerNew official television partnership for 2026. Provides live broadcasts, streaming, and community storytelling across the region. Also includes KUNP for regional broadcast of events including America 250 Fireworks.
• Windermere Real EstatecoreGTM or Marketing PartnerPresenting sponsor of Starlight Run event. Partnership announced for 2026 event season.
• Fred MeyercoreGTM or Marketing PartnerTitle sponsor of Junior Parade. Longstanding partnership with local grocery chain supporting children's parade programming.
• IBEW Local 48coreGTM or Marketing PartnerPresenting sponsor of America 250 Fireworks Show. Electrical workers union supporting patriotic celebration event.
• CareOregonflagshipGTM or Marketing PartnerTitle sponsor of new combined CareOregon Grand Floral Starlight Parade. Healthcare organization supporting inclusive, community-rooted parade events.
• Runwithpaula EventscoreStrategic or Co-development PartnerEvent production partner for Starlight Run and Rose Festival Street Mile & Family Fun Run. Manages race logistics and registration.
• Official Hotel Partners (Hotel Zags, AC Hotel by Marriott, Courtyard by Marriott, The Nines, The Bidwell Marriott Portland)coreChannel Partner/ Reseller/ DistributorCollection of downtown Portland hotels offering preferred rates, admission to CityFair, and late checkouts for Rose Festival visitors. Properties positioned along parade routes and near festival venues.
• Portland NurserycoreStrategic or Co-development PartnerAnnual partnership for official Rose Festival rose. Donates $2 from every 'As You Wish' rose bush sold to support foundation programs. Exclusive seller of commemorative rose variety.
• U.S. Navy, U.S. Coast Guard, Royal Canadian NavycoreStrategic or Co-development PartnerNaval vessels visiting during Fleet Week for over 80 years. Ships open for public tours June 4-7 annually. Commemorates relationship between Portland and sea services.
• Funtastic ShowscoreChannel Partner/ Reseller/ DistributorAmusement ride vendor providing carnival rides and games at CityFair. Ticket-based system for individual ride/game access.
• The Randall GroupcoreStrategic or Co-development PartnerProvides $5,000 scholarships for Rose Festival Court members. Sponsors Court program for high school students across Portland metro area.
• NW NaturalminorGTM or Marketing PartnerSponsors free admission for children 6 and under at CityFair events.
• U.S. ArmyminorGTM or Marketing PartnerSponsors free admission for active military and veterans plus one guest at CityFair.
• Hollywood Farmers MarketminorStrategic or Co-development PartnerCommunity partner during Junior Parade day with Strawberry Day celebration bringing additional neighborhood festivities.

Scale indicators7 records

Recent moves6 records

Expansion highlights5 records

Others

• Travel Portland: Portland's destination marketing organization and an official tourism partner of the Rose Festival. Not a direct competitor, but an adjacent ecosystem participant that co-promotes Portland as a visitor destination and shares sponsorship/co-marketing dynamics.
• Oregon Cultural Trust: Statewide nonprofit supporting Oregon's cultural and heritage organizations. Comparable as a 501(c)(3) entity engaged in cultural-heritage preservation and community programming in the same Oregon geography; relevant for fundraising and ecosystem context.

Direct peers

• National Cherry Blossom Festival: DC-based nonprofit that organizes the annual Cherry Blossom Festival featuring a signature parade, cultural programming, and corporate sponsorship. Comparable as a free-parade civic festival with corporate title sponsors and tourism partnerships.
• Macy's Thanksgiving Day Parade: Iconic nationally broadcast civic parade produced annually with corporate sponsorship. Comparable scale of broadcast reach (millions of viewers), free spectator format, and reliance on title/presenting corporate sponsors.
• New Orleans Jazz & Heritage Festival: Operated by the Jazz & Heritage Foundation, a 501(c)(3) nonprofit producing a major ticketed cultural festival with corporate sponsorship, live entertainment, and food/craft vendor programming. Comparable model: nonprofit civic festival with ticketed and free components and a strong tourism flywheel.
• Pasadena Tournament of Roses: Operates the iconic Rose Parade and Rose Bowl events in Pasadena, California. Directly comparable as a long-running, civic nonprofit organization that produces a major floral parade with corporate sponsorship, broadcast partnerships, and ticketed ancillary events.
• Kentucky Derby Festival: Runs a multi-week civic festival in Louisville anchored by Thunder Over Louisville and a marquee parade leading into the Kentucky Derby. Closely comparable business model: 501(c)(3) nonprofit, corporate title sponsorships, ticketed events, and free community programming.
• Fiesta San Antonio: Produces San Antonio's annual 10-day citywide Fiesta celebration with multiple parades, royalty courts, and family programming. Comparable as a large-scale civic nonprofit festival with corporate sponsorship, free and ticketed components, and a heritage/royal-court tradition similar to the Rose Festival Court.
• Ye Mystic Krewe of Gasparilla: Organizes Tampa's Gasparilla Festival, featuring a signature pirate parade, invasion flotilla, and associated community events. Comparable as a parade-centric civic festival with corporate sponsorship, ticketed events, and free street programming.

Regional players

• Portland Winter Light Festival: A Portland-based community festival featuring illuminated installations and family programming. Comparable as a regional civic event in the same Portland market with similar community-led, nonprofit-style operations, though with different thematic programming.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/PortlandRoseFestival
• Facebookfacebook.com/PortlandRoseFestival
• LinkedInlinkedin.com/company/portland-rose-festival-foundation
• Instagraminstagram.com/pdxrosefestival
• TikToktiktok.com/@pdxrosefestival
• Xx.com/PDXRoseFestival

Revenue estimate

Valuation estimate

Number of profiles

Profiles12 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Portland Rose Festival Foundation