Call it the Pasadena Rose Parade or Tournament of Roses, but the annual New Year’s Day event is a California tradition with a nationwide and even worldwide audience. Starting 2011, the event will be known as the “Rose Parade Presented by Honda.”
Pasadena Rose Parade 2011
The theme of the 2011 Tournament of Roses parade is “Building Dreams, Friendships & Memories.” It will start on Jan. 1, 2011, at 8 a.m. PST. Grandstand seating — depending on location — costs between $55 and $88 per ticket. Remember to add between $30 and $40 for parking! This year will be a first, of sorts, in that the Pasadena Rose Parade floats will now drive under the banner and modified logo of “Rose Parade Presented by Honda.”
Honda and the Rose Parade Make Relationship Official
Rose Parade organizers announced last week that the Tournament of Roses would henceforward be known as the Rose Parade Presented by Honda. Another interesting detail of the press release suggests that Honda is “the first” of the presenting sponsors, essentially opening up this title to the highest bidder with the deepest pockets.
Of course, the relationship between Honda and the Rose Parade goes back some 50 years and includes a numbers of firsts. For 2011, Honda will lead the Pasadena Rose Parade with a vehicle that derives power from a “low-emissions power plant.”
Locals are scratching their heads over the name change and the soon-to-follow logo alteration. It did not take long for Rose Parade Revenue Director Sheri Wish to go on record with 89.3 KPCC Southern California Public Radio and declare that “we are not Nascar” (an obvious hint at the sponsor logo-encrusted race cars). Since the initial sponsorship deal encompasses only three years, this might be a good thing.
Another Philadelphia Thanksgiving Day Parade in the Making?
The Philadelphia Thanksgiving Day Parade dates back to 1920. Currently known as the 6abc IKEA Thanksgiving Day Parade, it was previously known as the 6abc Boscov’s Thanksgiving Day Parade and before that as Gimbel’s Thanksgiving Day Parade.
It is anyone’s guess if the Pasadena Rose Parade floats will drive under the new Honda banner for a prolonged period of time or if the Rose Parade Presented by Honda is only the newest stepping stone in a number of future sponsors.