12.27.18

LEADING THE WAY
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Eads also advises parade attendees and home viewers to keep an eye out
for this year’s float by key sponsor Honda, which is marking its 60th anniversary
with the parade by creating “a really spectacular float with an amazing
musical performance that will go the entire length of the parade route.”
Eads is also leading the TofR’s efforts to provide entertainment for visiting
fans throughout the week prior to the parade and Rose Bowl Game. A study
commissioned by the city of Pasadena found that people who come for the
Rose Parade stay an average of 5.3 nights, while football fans stay 3.5 nights.
While mainstay events like Bandfest and Equestfest will continue their
longstanding traditions, the Tournament is adding a new food and wine tasting
event called Sip & Savor in addition to a downtown Los Angeles
party called the Rose Bowl Bash.
“In an effort to expand our footprint for the
week of the parade and expand our audience in
Southern California, Sip & Savor will be new
this year,” explains Eads. “It takes place
in conjunction with the pre-parade float
decorations, inside the Rosemont Pavilion
in the Arroyo Seco.
“Guests can watch the float
decorating and enjoy themselves with
food, wine, craft beers and family
entertainment,” says Eads. “People
now spend an average of 45 minutes
watching the floats get made, but
we’re hoping this will double that
time, which not only generates more
revenue but also gives our sponsors
extra chances for people to linger and
notice their floats.”
Meanwhile, the Rose Bowl Bash will
take place at The Bloc, a public square
located on 7th Street between Flower and
Grand in Los Angeles. The two-day event will
Chaka Khan
allow Washington fans enjoying entertainment nment
including their school band on Sunday, while Ohio
State fans can do the same when their special day
hits on Monday.
Eads’ efforts have also included spearheading
improved social media promotion
of the parade and game, with a free app
that launched last year to track all TofRrelated
events and a live parade program,
in both Spanish and English.
“I knew coming into this position
that the TofR has a global brand with
the parade and game,” says Eads.
“They’re terrific entities and my goal
was to take something great and make it
even greater. The Tournament is
composed of 935 volunteers
and we estimate they
volunteer for 80,000 total
hours to make the game
and parade a reality, which
is astonishing.” ■
Leeza Gibbons
and Mark Steines
22 PASADENA WEEKLY | 12.27.18