Preparations for the 135th Rose Parade came to a head at Fiesta Parade Floats during the annual Decorator’s Week, which began December 26, 2023. During the week leading up to the 2024 Rose Parade, thousands of volunteers convened to transform steel structures into visual masterpieces to ring in the new year.
The Pollack Group partnered with Fiesta Parade Floats and its clients to promote the Rose Parade floats, share uplifting stories, and showcase the immense detail and expertise that make Fiesta Parade Floats the most-awarded float builder in the history of the Rose Parade. This year’s floats included entries from Kaiser Permanente, City of Torrance, One Legacy Donate Life, The UPS Store, and the Louisiana Office of Tourism.
Fiesta Parade Floats is the only parade float builder that retains a full-time PR agency to drive coverage for the company and its clients year-round. Starting in August 2023, TPG staff were on site at Fiesta’s warehouse in Irwindale, California for test runs and various media opportunities displaying the early stages of preparations before parade day. From December 26 – January 1, team members staffed in shifts around the clock to support media relations.
TPG team members are frequently seen on television as on-camera spokespeople, pitch heartfelt human interest stories to media, and coordinate substantial coverage from broadcast, print, and online news outlets across the country. The 2024 Rose Parade included over 300 segments and articles featuring Fiesta’s floats. Coverage included English and Spanish-language media, including Los Angeles Times, Reuters, San Gabriel Valley Tribune, Pasadena Star-News, all local Los Angeles broadcast stations, and more.
In addition to media relations, TPG produced, shot, and edited a series of short videos that took viewers behind the scenes of the float-building magic. By interviewing Fiesta Parade Float staff and volunteers, the videos offer a different perspective of the Rose Parade that shows the thousands of people working together to make it possible.
This year’s jaw-dropping floats and heartwarming stories reflected the Tournament of Roses’ 2024 theme, “Celebrating a World of Music: The Universal Language.” Fiesta’s clients brought this to life by showcasing a rapping crocodile, singing hummingbirds, a health care symphony, a Mardi Gras celebration, and an homage to the music and dance traditions of the Hopi tribe.
All five magnificent floats took home trophies for their float entries, a 100% success rate that further validates Fiesta Parade Floats as the most decorated float builder in the Rose Parade. “It always feels great to have our amazing team at Fiesta recognized for their hard work, but it’s absolutely terrific to achieve a perfect record of awards in a parade year,” said Tim Estes, president of Fiesta Parade Floats, “None of this would be possible without the thousands of volunteers who contributed to these award-winning floats. What an honor to say that Fiesta is still the most awarded float-builder in the history of the parade.”