Saturday, January 1, 2011

2011 Rose Parade Presented by Honda - Business Big and Small

Here's the Honda float entry parked for post parade viewing at the intersection of Washington and Sierra Madre Blvds. Pasadena's dominant scenic asset, The San Gabriel Mountains, provide the majestic backdrop.

This was the first year of parade sponsorship. The official name of the parade and parade logo now include the name Honda. Though part of me recoils at the thought of more giant corporate sponsorship of anything, I suppose I can't really fault the venerable Tournament -- I'm sure Honda forked over a pretty penny for all that advertising.

And, after all, the Rose Parade is big business.

According to a USC Biz School study, Tournament of Roses events positively impact the economy to the tune of $178 million.

But, the Rose Parade is also small business.

The parade gives many local folks the chance to make a few extra bucks in their front yard. This table was set up in front of a house on Sierra Madre Blvd. where tens of thousands of people stroll by viewing the floats after the parade. Other people were selling stuff in front of their homes too -- water, juice, warm weather clothing, food. Parking you see everywhere. It is not unusual to see front yards packed with cars parked for a ten or twenty dollar bill.

This house on the corner of Sierra Madre Blvd. and Paloma (right at the end of the parade) turned their front yard into an outdoor restaurant.

Makes me want to go back for some homemade tamales.

By day's end, crowds of people were still walking on Sierra Madre Blvd. near the float viewing. New Years day in Pasadena is a long and fun day for visitors and locals alike.

This was the first time in many years I did not go to the parade. I was among the many locals working (kind of) during the parade and post parade. My son and I were out this morning helping our boy scout troop raise funds by parking cars. So, this year I saw the flyover (why was the B2 flying so high this year?) and watched a little of Bob and Stephanie on Channel 5. But, I didn't get to do the photos and commentary I enjoyed doing for the 2010 and 2009 parades. Late today, I made up for missing the parade by walking along Sierra Madre Blvd. to view the floats.


Cafe Pasadena said...

My parade plans for 12/31 & 1/1 all changed on Fri! Instead I was at Tournament House on 12/31 afternoon - UNplanned. After which I now have some appreciation for Honda's commitment to the ToR!

That was it! Haven't seen a single float up close & personal. Maybe next year.

Hearing Aids said...

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Pasadena Adjacent said...

I was unaware of the corporate changes. Reminds me of how PBS started playing that (better skin/ eat salmon 24/7) guy all the time.

Wasn't that horrid when they picked poor Stephanie onto the street under that clear umbrella?

happy new year

Petrea said...

I like your post about small business, Michael. And although it's tempting to rush to conclusions about corporations taking over, I didn't find the Honda sponsorship invasive on parade day. Maybe, just maybe, they're doing a good job.

Anonymous said...

I lived on Sierra Madre Blvd from 1985 - 1991 right there on the parade route. I remember my sister actually getting a ticket for selling sandwiches in the front yard.
Every year people would offer money to park in our yard and I think we let a few each year. Also has a camper who would park in front of our house as of 12/26 and would run a extension cord to our house for power.

I can't even watch the parade on tv. I was thrilled to move away from the hassle of living on the parade route.