Image from Gemini.
Santa Monica city officials are considering whether to pursue a civic float in the 2027 Tournament of Roses Parade, a move supporters say could serve as a high-profile symbol of the city’s recovery and renewed civic energy.
At Tuesday’s City Council meeting (Agenda, Item 16F), members will discuss a proposal directing staff to explore entering a Santa Monica–themed float in the internationally televised New Year’s Day parade, which reaches more than 28 million viewers in the U.S. and millions more worldwide. The 2027 parade theme, “Welcome,” is being framed by city leaders as a good fit for Santa Monica’s efforts to signal that it is open for residents, businesses, and visitors.
Mayor Caroline Torosis said the proposal is about telling a new story about the city’s direction. She pointed to recent efforts to restore services, revitalize commercial areas, and reactivate public spaces, arguing that a Rose Parade entry could showcase Santa Monica’s creativity and economic momentum on a global stage.
Unlike many city initiatives, the proposal does not rely on General Fund dollars. Instead, it outlines a “community-powered” model funded through private sponsorships, philanthropic contributions, in-kind donations, and volunteer labor. Local businesses, nonprofits, schools, civic groups, and residents would be invited to participate in designing, building, and decorating the float.
Councilmember Barry Snell described the effort as a way for organizations to visibly invest in the city’s future while helping shape a shared civic moment. Councilmember Natalya Zernitskaya added that the project could help reintroduce Santa Monica to a broader audience while building local pride and community engagement.
If the council gives preliminary approval, the City Manager would begin discussions with the Pasadena Tournament of Roses Association and prepare an application for the 2027 parade. Staff would also develop a public fundraising and engagement plan, including sponsorship tiers, volunteer sign-ups, and donation options through existing channels such as the We Are Santa Monica Fund.
City staff would return to the council within 30 days with a more detailed framework and next steps if the proposal moves forward.
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