“In tourism, 2001 was a difficult year. Other cities our size saw a decrease of 20 – 30% of visitor share, but we were able to keep our level of share for visitors even for the year. Thousands of people came to our community and enjoyed it simply because of Horses on Parade.”

“It is a good, solid civic improvement project that links the arts, tourism, and charities, and allows your citizens to feel good about the city.”

- Ed Hall, CEO, Greater Rochester Visitors Association
 


In 1998, Zurich, Switzerland launched the first community arts project in the world. Eight hundred life-sized fiberglass cows were decorated by Zurich’s best artists and were placed on the streets during the summer. In 1999, this project, dubbed “Cows on Parade,” came to Chicago, driving tourism and raising awareness of local artists.

Similar "community arts" style projects have since appeared in 78 cities across the United States. Most have been initiated by not-for-profit organizations with varying degrees of success.

The Big Parade’ parades are unique in that they are sponsored by businesses in the community instead of a not-for-profit organization.

 

Using this formula, The Big Parade can ensure that hundreds of non-profit organizations share in the success. With 163 “Horses” displayed throughout the Greater Rochester area, this initiative raised more than one million dollars for 114 local charities! And the spirit and pride in the community have never been higher.

Sponsors, the artists, the city and county as well as the 850,000 citizens have echoed the overwhelming success!