Parade & Festival
2023 Sponsorship Information

While others cringe at the smell of tractor exhaust, Winters residents take in a deep breath as it signals the arrival of the holidays — and the Tractor Parade. From the lights and food trucks to jolly old St. Nick out collecting Christmas wishes, this event has become an annual icon that draws in visitors by the thousands.

However, this event didn’t just happen overnight, so we’re cracking open the recent history books to lay out the history and inspiration behind this diesel-fueled sensation of illumination.

It all started with a bottle of wine — or three — among friends on an October evening in 2015. When the conversation began to swirl around the upcoming holidays, Kathy Cowan recalled how her neighbor had decorated an old tractor in the front yard with Christmas lights. That’s when the first tractor parade light bulb turned on, as an idea above Kathy’s head.

The idea of a tractor parade was well-received by the group, and Kathy and her husband Wade Cowan left with one question on their minds, “How do we get this going?”

Luckily for them, they weren’t alone in turning this idea into reality. Through word of mouth, perseverance, and enough volunteer elbow grease to lubricate the axles of every tractor in the parade, the event was primed and ready to precede the lighting of the town Christmas tree.

Even with the hours of hard work put in, expectations were humble as this was to be the very first-holiday tractor parade — that, and the fact that only six tractors had committed to the event with only a week to go. The holiday cheer of the tractor parade, it seemed, would be kept to a dull roar.

However, the holiday season always comes hand-in-hand with the magic of procrastination, and as the big day drew nearer, six tractors had turned into 32.

The buzz had circulated and the day of the inaugural tractor parade had finally arrived. Wade and Kathy were about to eat dinner at the Buckhorn when a crowd suddenly filled Railroad Avenue and Main Street.

Dinner was immediately postponed, and with an ad hoc effort of Winters Police Department, Winters Fire Department, Winters City Council members, and a small army of volunteers, the tractor parade went on without a pout.

“Apparently the tractor parade is going to be a big deal in this town.” Wade recalls saying at the following debriefing meeting, “We need to get more organized.”

In the following years, not only has the organization increased, so has its overall popularity. In 2019 organizers expected to draw over 6,000 visitors and did. With the 2020 Tractor Parade canceled due to the coronavirus pandemic, the 2021 event was beyond all expectations, with an estimated 10,000 attendees and 50 Tractors.

Even with this explosion of popularity, Wade and Kathy refuse to take credit.

“This is not our event.” Kathy said, “Everyone helped put this together.”

The annual tractor parade isn’t just an ode to Winters’ agricultural roots, but to its hospitality and the tenacious work ethic of its citizens. It’s because of this work ethic that makes the fruits of our labor shine so bright as they stroll past us at three miles per hour. (original article appeared in the Winters Express)

For the 2023 Event, we are adding even more elements throughout the two-day Festival that will include Food Trucks, a Variety of Kids Activities, A Holiday Marketplace, Costumed Characters, of course, the Holiday Tree Lighting Ceremony on Friday, December 1st, and the now famous Tractor Parade on Saturday, December 2nd.


The 2023 Sponsorship Opportunities!

Questions about the different levels or want to customize your sponsorship,
send us an
email at [email protected]
and we can personalize your participation level.


Winters Holiday
Tractor Parade & Festival Dates and Times:

Friday, Dec. 1st, 2023, 2 pm to 9 pm
Saturday, Dec. 2nd, 2023, Noon to 9 pm
Holiday Tree Lighting 6 pm, Friday
The Parade Starts at 6 pm, Saturday.
Rotary & Main Street, Winters, CA



These are just a few of the media outlets that we are reaching out to:

  • Print: The Winters Express, The Daily Democrat, The Sacramento Bee, and more
  • Radio: KCBS, KGO, KFBK, 93.7 The River, and more
  • Online: Facebook and other social media outlets. The Event has its own URL
  • TV: We are looking to partner with a local TV Station to help promote the event.
  • Publicity: We will be sending out press releases to thousands of contacts in our media database.
  • PROMOTION/MARKETING: The Winters Holiday Tractor Parade & Festival is being marketed in a variety of publications and online. Publicity and promotion will consist of Press releases, posters, and postcards distributed throughout the area
  • THE WEB: The official event’s website is It is being promoted in all materials related to the event.                                                                                                                                     

    • Have access to one of the most sought-after demographic niches in the country. This is an exceptional opportunity to reach the sophisticated California market.
    • Reach a large audience with repeated impressions. Your company name and/or logo can appear on the event’s promotional materials, including the official event website.
    • unique opportunity to engage with people. Event attendees are a captive, receptive audience that has time to look, listen and hear about your products and/or services.
    • Develop new business contacts. The Event provides you with a  unique networking opportunity to connect with the community in a fun and entertaining environment.
    • Demonstrate, sample, or test market your product. Receive instant responses about your products and/or services from attendees.
    • Show your company’s commitment to the arts and the local community. The Event offers a great way for you to show your commitment to the residents of the community.
    • Help promote community outreach. The Event provides a unique opportunity for the community to come together. The community has a long tradition of supporting its benefactors.


  • Category exclusivity for the 2023 Event
  • Right of first refusal for the 2024 Event
  • Company name and logo incorporated into Event name for all advertising and promotional purposes, including all print advertising, radio spots, posters/postcards, and the Website
  • Official Holiday Tree Lighting (Friday) & Parade Sponsor (Saturday)
  • Large banners placed around the event site (sponsor to provide)
  • 10ft x 20ft Space at the Event for both days


  • Company logo prominently displayed in all advertising, online, and on posters/postcards for the Event
  • Official Holiday Tree Lighting (Friday) & Parade Sponsor (Saturday)
  • Large banners placed around the Event site (sponsor to provide)
  • 10ft x 10ft space in a prime location at the Event for both days


  • Business name displayed in all promotional and marketing materials for the Event.
  • Official Holiday Tree Lighting (Friday) & Parade Sponsor (Saturday)
  • 10 x 10 space at the Event for both days


  • 10ft x 10ft Space at the Event for both days
  • Official Holiday Tree Lighting (Friday) & Parade Sponsor (Saturday)

Please fill out the below contact form. Once you have submitted the form you will receive an automatic email with the information you have entered. You will then receive a second email from us confirming we have received it and we will follow up with a phone call.

One of our team members will contact you within 24 hours. If you have any questions please send us an email at [email protected]
Thank you!

All Checks are Payable to:
The City of Winters
P.O Box 151017

San Rafael, CA. 94915