Guerneville Pride Parade returns after 6-year absence, attendees tout acceptance, economic boon

A float with an inflatable pool and unicorns — one of many to take part in Sunday’s Russian River Pride Parade in Guerneville — moved slowly down River Road, passing dancing parade-goers who swayed to the jaunty beat of One Direction’s “What Makes You Beautiful” as it echoed along the parade route.

The impromptu dance party was one of many mini-celebrations among the throngs of people who traveled to the west Sonoma County community to witness Sunday’s return of the local Pride parade following its six-year-hiatus.

Despite the brevity and relatively short procession of the parade (it took 20 minutes for the floats and marchers, which spanned two blocks, to traverse River Road), many attendees said it and the overall festival were less about partying and more about reinforcing Guerneville’s embrace of people from all walks of life.

“It’s why I come to Guerneville. Because I know everyone loves everyone,” said Petaluma resident Lucas Marquez, 38, who identifies as gay. “It’s Sonoma County’s mecca for acceptance, so it deserves a parade.”

The festival last took place in 2017 before shifting to Santa Rosa, where organizers believed there was enough space to accommodate the growing crowd.

Before that, it had been held in Guerneville since 2009 and its return was announced this past August.

Marquez said the festival is particularly “therapeutic” given the rise in violence and discrimination against LGBTQ+ individuals across the country in recent years.

“There’s no hate here. Just love,” he said.

Unlike similar festivals elsewhere, the Guerneville celebration coincides with National Coming Out Day on Oct. 11 rather than Pride Month in June.

Event organizer Cleve Jones said it extends seasonal festivities that already include Halloween and Christmas.

It was set to happen rain or shine, and attendees said they were relieved Sunday that the latter conditions presented themselves.

As the temperature worked its way into the 70s, parade attendees lined River Road, also known as Main Street, as floats and marchers trekked east from Mill Street to Armstrong Woods Road.

Parade participants waved rainbow flags and wore wigs and feathered boas. They blew bubbles and twirled hula hoops while others rode in cars, trucks and on floats, which were also decked out in rainbow colors.

Guerneville businesses were expected to get a boost thanks to Sunday’s festivities and the people they attracted. According to Jones, the “economically disadvantaged area” sorely needs the influx of patrons.

It’s particularly an economic and morale boost on the heels of wildfires, flooding and the COVID-19 pandemic that wreaked havoc across the region over the past five years.

“This town has suffered a lot,” Jones said.

Nicole Bollard recently opened her handmade- and kitsch-product store, That’s Camp, on River Road. She said Sunday’s event did bring in customers.

It was a similar trend experienced by business owners across town.

“It’s a good sign when restaurants are selling out of food,” Bollard said.

The owner of Oli Gallery, who goes by Donavan, said a special Pride-themed exhibit called “Flag in the Map” had been attracting customers, but he credited Sunday’s boost to his business and Guerneville as a whole to the parade.

“Just the overall health of the town, it’s great to see this again,” he said.

River Road shut down for the parade and all traffic to and from Guerneville was detoured around the community.

Not long after the road reopened, however, a pickup overturned on River Road directly east of town causing significant traffic delays.

There did not appear to be any major injuries in the crash, but officials didn’t immediately have details Sunday.

It was the lone incident that nearly marred the festive day.

Mill Valley resident Gail Mason had already been in town for a week, but she and her husband extended their stay by a day so they could attend Sunday’s parade. They’ve attended other pride festivals in the Bay Area, but Guerneville’s has a more intimate atmosphere.

“This is so important that this stays local,” she said.

Bollard said the festival and parade are as important as those in other cities. She and so many others said they were ecstatic about its return.

“The anticipation this year, everyone has been so excited,” Bollard said.

You can reach Staff Writer Colin Atagi at colin.atagi@pressdemocrat.com. On Twitter @colin_atagi