Holiday-themed floats, lowrider cars decked out with festive lights, and local school bands were just some of the participants traveling through Old Town Goleta on Saturday night for the annual holiday parade.

The parade, organized by nonprofit Greater Goleta Santa Barbara Lions Club, brought out thousands of residents to watch the procession from Hollister Avenue from Orange Avenue to Kinman Avenue.

While the parade began at 6 p.m., empty chairs lined the parade route as early as 4:30 p.m. as spectators claimed viewing spots. 

Carpinteria resident Laura Ramirez had the same idea.

She, her elementary school-aged daughters, Elizabeth, Aide and Victoria Ramirez, and dog Shakira decked out in a reindeer outfit arrived at the parade over an hour early. 

Ramirez, who usually goes to the Milpas Street Holiday Parade, decided to come to Goleta’s after the Santa Barbara Eastside Society cancelled this year’s parade due to fears over U.S. Immigration and Customs Enforcement raids.  

Saturday’s parade honored James Marchiando, a born and raised Goleta Valley resident who has strong roots in the local agricultural industry, as the 2025 Grand Marshal.

Marchiando drove his 1959 430 John Deere tractor, hauling a 20-foot trailer full of his children, grandchildren and great-grandchildren.

Additionally, as they do each year alongside the parade, businesses facing the parade route decorated their windows for the holiday window decorating contest. 

This year, a group of community members painted a vacant building window at 5836 Hollister Ave. with a snowy plover, sea otter and a bear, paying homage to Santa Barbara and California wildlife. 

Vacant buildings along the parade route often break up the festive feel of the street, Kelly Hoover, city community relations manager said.

Arielle Goodson, Peiche Waite and Matt Martins came together after the city asked for the public’s help. 

“You can walk by empty windows and not have a second thought, but if you create artwork in that place, it gives you a moment to think and have greater appreciation for your community,” Waite said. 

City staff will review business’ decorated windows, and four winners will be announced next week through the city’s social media pages under four categories.  

Click through photos of the nighttime holiday celebration. For more parades and events across the county, click here.