One of Houston's longest-running traditions looks for new partner 

HOUSTON– Parade organizers from the Houston Festival Foundation,Inc., thenon-profit entity that produces Houston’s annual holiday parade, today announced it is in search of a new title sponsor for the annual parade.  The 61-year tradition has only seen four title sponsors since its inception in 1949 as the Foley’s Thanksgiving Day Parade.  Other title sponsors included Bank United, Washington Mutual and H-E-B Grocery Company.

 

Each year, Houston’s holiday parade draws hundreds of thousands of spectators to the streets of downtown Houston to get a glimpse of the giant floats and balloons, marching bands, celebrities and other groups.  In addition, the parade is televised live on KHOU-TV/Channel 11 (CBS), as well as 17 broadcasts in several major cities throughout Texas and the region including Dallas, Austin, San Antonio, New Orleans and Oklahoma City.  An estimated 2 million viewers tune in to parade coverage each year.

 

The Parade relies heavily upon corporate sponsors to help with costs to produce the parade.  Houston Festival Foundation Board Chairman Harry Gee believes the parade presents a potential title sponsor with a unique branding opportunity.

 

“Now in its 61^st year, the parade is one of the most anticipated holiday traditions in Houston,” Gee said.  “This is an excellent chance for a company that wishes to reinvigorate its brand to sign up as the title sponsor and make an impact with customers throughout the state of Texas and beyond.” 

 

H-E-B Grocery Company will relinquish the title sponsorship after the 2010 parade; however, they will continue to support the parade by remaining a sponsor. 

“H-E-B was a fantastic partner, helping us produce several successful parades for the families in our region,” Gee said. “We are grateful for their support.”

Houston’s Thanksgiving Day Parade began in 1949, when Santa arrived at Union Station and rode his sleigh to the downtown Foley's. That led to a 44-year tradition -- the Foley's Thanksgiving Day Parade.

 

The annual holiday parade is produced by the Houston Festival Foundation, Inc., a 501 (c) (3) non-profit organization.  Proceeds from reserved seating ticket sales benefit the Festival education programs reaching more than 1,471 public schools each year and the Houston Chronicle Readers are Leaders literacy program.

 

For more information, call (713) 654-8808.