Founded in 2002, The Big Parade produces community arts projects across North America. With a focus on cities of 1.5 million people or less, The Big Parade is working to spark and spread community pride and spirit while engaging local businesses and local artists, creating tourism and providing financial benefits to local charities, not to mention providing thousands of hours of enjoyment for communities at large.


Having raised more than $1,000,000 for charities in 2001, The Big Parade has earned a national reputation for working creatively with not-for-profit organizations. In today’s world, it is necessary to think creatively and with a business mind when looking for new ways to raise needed funds for not-for-profits. The Big Parade has been successful in generating additional dollars for many non-profits by organizing innovative and focused programs.

After the overwhelmingly successful Horses on Parade project in Rochester, New York in 2001, its creators, Lauren Dixon and Howie Jacobson, formed The Big Parade. The Big Parade is currently working on projects from coast to coast.



The The Big Parade team is made up of talented sales managers, artists, public relations specialists and project managers who have experience working with not-for-profits and producing and executing every facet of community arts projects.

Howie Jacobson,
managing partner,The Big Parade
Howie spent more than 20 years in senior management in the alcohol and beverage industry at Constellation Brands and High Falls Brewing Company. He has been recognized as “Top Marketer of the Year” by Advertising Age Magazine. Howie is very involved in the Rochester community serving on the Boards of the Golisano Children’s Hospital at Strong, Mercy Flight and the Harley School. He serves as auctioneer for several fundraisers throughout the Rochester area.
“It’s the best thing we’ve ever done.
It far exceeded our expectations.”
Judy Von Bucher, board president, J. P. Wilmot Cancer Center, which netted more than $20,000 by participating in Horses on Parade.







Lauren Dixon,
managing partner,The Big Parade
Lauren also serves as president/CEO of Dixon Schwabl Advertising, established in 1987. She was named 2001 Small Business Person of the Year by the Rochester Metro Chamber of Commerce. Dixon Schwabl Advertising's clients include Frontier, a Citizens Communications Company; Sentry Group, Tops Friendly Markets/Wilson Farms, Benjamin Moore/Janovic, and Vaccinex. Lauren is very involved in the community volunteering her and her agency’s time for many not-for-profit organizations, including the Arthritis Foundation, Al Sigl Center, Hillside Work Scholarship and the Arc of Monroe County.