The city’s iconic hometown project hinges on local donations and banner sponsorships to turn raw steel and flowers into a Rose Parade reality.
Long before the plethora of fresh roses fills the Colorado Boulevard Parade route, a different kind of magic takes shape in South Pasadena. It is the sound of welding torches, the laughter of neighbors sharing coffee in the morning chill, and the quiet dedication of a city that refuses to let a century-old tradition fade.
With the design for “Welcome to the Neighborhood” officially unveiled, the South Pasadena Tournament of Roses (SPTOR) committee is pivoting from artistic vision to the hard reality of funding. The grassroots committee works tirelessly each year to raise nearly $200,000 to purchase structural steel, mechanical components, supplies, and fresh flowers.
While commercial floats rely on massive corporate sponsorships, South Pasadena’s entry belongs entirely to the community of South Pasadena. Every petal is set in-place by a volunteer, and every dollar is raised through local grit to cover skyrocketing material costs.
Some South Pasadena families have been participating for many years in a row. South Pasadena has many hidden heroes that participate yearly and even help run the show. Some families showed-up for the first time last year and many are looking forward to the build this year – for the 2027 Tournament of Roses Parade! Arguably one of the most viewed parades in the world every January 1st – new Year’s Day.
There are lots of ways to participate, and if you can’t show up in person for whatever reason: sponsorship! It’s a great way to be involved and ensure the float is at it’s best come Parade Day.
There are far too many volunteers and community members to name, in this report, who engage with the South Pasadena tournament of roses and the float build every year. But it’s certainly worth citing the core group that pulls this together and makes it happen:
President John Adamson
Treasurer Sandy Fielding
Secretary/ Marketing/ Direct Mail Wende Lee
Construction Chair Brandon Carlson
Assistant Construction & Site Chair Jeremy Bruce
Decoration Co-Chair Leland Glauz
Decoration Co-Chair Vicky Rea
Decoration Assistant Nathalie Gould
Design & Site Chair James Jontz
Raffle Chair Jason Bergman
Golf Tournament Chair Alan Vlacich
Direct Marketing Chair Wende Lee
Tent Banners Brant Dunlap
Publicity Chair Karie Reynolds
Volunteer Chair Larry Chiles
Social Media Chris Colburn
Souvenir & Online Store Chair Sandy Fielding
Bingo Fundraising Chair Sandy Fielding
Website Chair Alexandra Strong
Committee Member Janet Benjamin
Committee Member Rob Benjamin
Staff Liason Melissa Snyder
(Note: This list may get an update)
Ground Zero: The Tent.
When the huge construction tent goes up this August, it becomes a bustling hub of civic pride and local tourism. Organizers are offering a unique way for the community to visibly engage in the forever-memory-making project.
Banners advertising local businesses, families, and community organizations will be prominently displayed across the tent structure. Sponsor a banner, and your message will be seen by the thousands of international visitors and local volunteers who stop by the site daily.
Thinking of Sponsoring? How to Secure Your Sponsorship (CLICK HERE)
The SPTOR committee has simplified the process for residents and regional businesses to review sponsorship tiers and submit commitments before construction begins.
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Registration Options: Supporters can quickly download a physical registration form or complete the entire process through the secure online portal.
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Direct Inquiries: For detailed information on banner dimensions, pricing, and placement, contact fundraising chair Brant Dunlap directly at [email protected].
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Physical Address: The float construction site is located at the War Memorial Building parking lot, 435 Fair Oaks Avenue, South Pasadena, CA 91030.
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Online Portal: To donate directly, download forms, or register your sponsorship online, visit the official tracking page at sptor.org.
You’re invited to be a part of South Pasadena’s 115+ year tradition of community, family, and sheer gumption!
