The three big stories for Rose Parade floats this year pretty much boils down to one: economics. The economy hit cities especially hard, with three dropping out altogether, and another four hanging in with infusions of donations.
For a complete listing of Tournament of Roses Examiner articles on the 2011 Rose Parade floats, read “Photos, winners, articles for the 2011 Rose Parade.”
City dropouts for 2012 Rose Parade
West Covina, which had floats in 2009 and 2011 but not 2010, will not return for the 2012 Rose Parade. Beverly Hills, which mounted a stunning display in 2011, its first entry since 1989, is also out. “City of Dreams Come True” won the Mayor’s trophy for most outstanding city entry.
Also absent is the City of Duarte, which teamed with the City of Hope cancer research center for decades. The medical facility, located in Duarte, has a solo entry for 2012.
Several cities were on the brink of missing the Rose Parade. Glendale, Alhambra, Torrance, and Burbank were strapped for cash, but private donations saved the day. Not all cities represented in the parade give money to the float associations that create the entries.
Anheuser-Busch Clydesdales are no-shows
Anheuser-Busch, whose float was powered by its famous team of Clydesdales, celebrated the 70th anniversary of the USO in 2011. For 2012, Anheuser-Bush will spend its money “in other types of sponsorships and events that reach a higher concentration of beer drinkers, and where can more directly discuss the Budweiser brand,” according to stltoday.com. Beginning in 1953, the brewery, sometimes in conjunction with the City of St. Louis, had sponsored floats for 58 consecutive years.
Occupy the Rose Parade
The Occupy Wall Street movement has reached the Rose Parade. Occupy the Rose Parade protestors plan four phases of action, all of which have been permitted by the Pasadena Police Department. The two that most affect the Rose Parade are one and two.
The first phase is a block party at the Norton Simon Museum (at Colorado and Orange Grove) on Jan. 1, and the second phase, on Jan. 2, focuses on large banners.
There is already an Occupy Pasadena movement, which at this time is not scheduled to participate Patrick Briggs, one of the OP organizers, told the Pasadena Star-News, “Disrupting cherished city traditions is really not the appropriate step to take. Maybe at a later time we would protest or occupy the Rose Parade because the parade is really too corporate. We don’t think it’s an effective strategy right now.”
Given the overwhelming amount of security at the parade and the ability of the Tournament of Roses volunteers to put on well-managed events year after year, it’s unlikely the protesters will be too disruptive to other viewers.
Is the Rose Parade too corporate?
Here is the list of participants in the 2012 Rose Parade, broken down by type of organization. There are 43 floats this year, and 19 are sponsored by for-profit corporations.
For a listing of equestrian entries, read “Equestfest 2012.”
For a listing of band entries, read “2012 Rose Parade bands.”
Some of the corporations, such as California Clock Company (Kit-Cat clocks), Trader Joe’s, Natural Balance, and Kaiser-Permanente are not normally thought of as being Wall Street icons. Others—Discover Card, US Bank, Wells Fargo, and Western Asset Management—are giants in the financial industry.
- American Honda
- Bayer Advanced
- California Clock Company
- China Airlines
- Dick Van Patten’s Natural Balance Pet Foods, Inc.
- Discover Card
- Farmers Insurance Group
- Kaiser Permanente
- Microsoft Kinect for XBOX 360
- NAMCO Bandai Games America Inc.
- Paramount Pictures
- Trader Joe’s
- US Bank
- Wells Fargo
- Western Asset Management
Non-profit and service organizations (10)
- AIDS Healthcare Foundation
- City of Hope
- Donate Life
- Girl Scouts of Greater Los Angeles
- Kiwanis International
- Lions Clubs International
- Ministry of Tourism & Creative Economies, Republic of Indonesia
- Odd Fellows and Rebekahs
- Rotary International
- Shriners Hospitals for Children
Schools and religious organizations (5, including 2 for the Rose Bowl Game teams)
- Cal Poly
- Loyola Marymount University
- Lutheran Hour Ministries
- University of Oregon
- University of Wisconsin
- Burbank Tournament of Roses Association
- City of Alhambra
- City of Glendale
- City of Los Angeles
- City of South Pasadena
- City of Torrance
- Downey Rose Float Association
- La Canada Flintridge Tournament of Roses Association
- Sierra Madre Rose Float Association
The theme of the 123rd Rose Parade and 98th Rose Bowl Game is “Just Imagine…” The events take place on Monday, Jan. 2, 2012 to avoid interfering with worship services on Sunday. The Tournament of Roses is a celebration that lasts several weeks in the fall and winter, with the high points being the Rose Parade presented by Honda and the Rose Bowl Game presented by VIZIO. Keep following your Tournament of Roses Examiner for the latest news and for upcoming announcements.
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