The Santa Monica City Council voted this week to move forward with plans for a city-sponsored float in the 2027 Tournament of Roses Parade, approving a budget of up to $650,000 and launching a fundraising campaign intended to offset much of the cost.
The float will mark Santa Monica’s official participation in the internationally televised New Year’s Day parade and is being framed by city officials as part of a broader effort to promote economic recovery, tourism, and civic pride ahead of a busy stretch that includes hosting ESPN’s Super Bowl broadcast in 2027 and the 2028 Olympic Games.
“We are welcoming the world,” explained Mayor Caroline Torosis at Tuesday’s meeting when explaining “why” the city is undertaking this project. “We are welcoming the global games of FIFA and the Olympics…And it is just going to be part of this larger package of celebrating Santa Monica.”
In recent years, the city has been repositioning itself as a tourist destination by itself instead of a retail destination. While the city continues to invest in its retail corridors, it’s also taken efforts to make the city fun with activations at the pier, “entertainment zones” and even bringing back the “Coast” open streets festival.
Council’s action authorizes City staff to negotiate a contract with Artistic Entertainment Services, one of three builders approved by the Pasadena Tournament of Roses Association, for float design, construction, floral decoration, logistics, and parade operations.
According to a staff report, the city intends to use funds previously set aside in its $3 million Economic Development Fund to cover initial costs. Staff stressed that the city hopes to reduce the ultimate taxpayer cost through corporate sponsorships, donations, philanthropic support, and partnerships with local businesses and tourism organizations.
The proposed float would be built around the 2027 parade theme, “Welcome,” and showcase Santa Monica’s identity as a coastal destination known for tourism, environmental stewardship, arts and culture, and sustainable transportation. Preliminary concepts include imagery of the Santa Monica Pier, Pacific Ocean themes, public art, native landscaping, and animated features.
The city estimates the base cost of participating in the parade at roughly $350,000 but requested authority to spend up to $650,000 to account for design enhancements, floral decoration, animation, community programming, and contingency costs.
Staff argued that the investment could generate international exposure for Santa Monica. The Rose Parade is broadcast worldwide and attracts television audiences in the tens of millions, providing what the city describes as a unique opportunity to market Santa Monica to visitors, businesses, and potential investors.
The project will also include a volunteer and community engagement program. Residents, schools, nonprofits, and businesses will be invited to participate in fundraising events and the traditional week-long floral decorating process that takes place before the parade.
Fundraising efforts are expected to begin this summer, with float design finalized by July and construction taking place through the fall. The parade is scheduled for January 1, 2027.
The vote comes as Santa Monica continues implementing its broader economic “realignment” strategy, an initiative aimed at revitalizing the city’s economy following years of declining tourism, changing retail patterns, and budget challenges.
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