More than 65,000 spectators line State Street in Downtown Santa Barbara each year in anticipation of Santa Barbara’s only nighttime parade, the Annual Downtown Santa Barbara Holiday Parade Presented by Consumer Fire Products, Inc.

Officially kicking off the holiday season, this signature Downtown Santa Barbara event brings a colossal contingent of high-stepping marching bands, fabulous holiday-themed floats, spectacular performance groups, local personalities, and our celebrity Grand Marshals, Cody and Caleb Walker. The Holiday Prince and Fairy, selected from winning artwork best capturing the parade theme, lead the parade and light the large community Christmas tree on their way.

The parade begins at 6:30 pm at State and Sola Streets and concludes at Cota Street. Of course, the most highly anticipated appearance of the evening is none other than Santa Claus himself! Thanks go out to Consumer Fire Products, Inc. for once again serving as the Presenting Sponsor for "Holiday Under the Sea."

Let us know on Facebook if you're coming to the event!

Share your pictures with our official hashtag #DSBHolidayParade.

Click HERE for the official parade line-up!

We are no longer accepting applications to be a parade entry. To be added to the information list for 2017, please contact: Jenna Raimist/ x805

Grand Marshals

We are pleased to announce this year's Co-Grand Marshals, Cody and Caleb Walker, brothers of the late Paul Walker.

Their family has a special place in its heart for Santa Barbara, and the work Paul's nonprofit organization, Reach Out Worldwide, works to provide first responders to areas of the world impacted by natural disasters. ROWW arrives quickly, clears access, and provides basic necessities and medical assistance to ease the community's pain all while hoping to bring hope in the bleakest of circumstances.


We couldn't put on this parade without the help of our amazingly dedicated and jolly volunteers! 

Please email or call regarding volunteering for the 64th Annual Downtown Santa Barbara Holiday Parade.

Please direct all questions to:

Jenna Raimist:

Unity Toy Drive

In partnership with Consumer Fire Products, Inc., Downtown Santa Barbara businesses are teaming up with Unity Shoppe to participate in the Unity Toy Drive (December 1 - December 20.) Businesses can host a toy collections box, a "giving tree," or a coin collection box.

During the holiday season, families, children, and seniors will be referred to Unity Shoppe assistance by over 300 churches, schools, hospitals, social service organizations, and homeless shelters. Unity Shoppe needs your help to collect or purchase food, clothing, and toys.

Please direct all questions to:

Barbara or Pat


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