1,000 varieties of colorful roses, paired with organic floral recreations of Greater Fort Lauderdale’s natural treasures and attractions, bring the destination to life


Float Design


GREATER FORT LAUDERDALE, Fla. (November 16, 2023) - Visit Lauderdale offers a sneak peek of its custom-built float as it prepares to participate for the first time in the Rose Parade® presented by Honda. The float will make its grand debut on Monday, January 1, 2024, at 8 a.m. PST/11 a.m. EST during the live telecast of the 135th Rose Parade® in Pasadena, California, airing on NBC and ABC.


Designed to amplify Visit Lauderdale’s “Everyone Under the Sun” brand campaign which warmly welcomes people of diverse cultures, ethnicities, sexual orientations and disabilities, the 24 feet long by 18 feet wide and 55 feet high float will recreate the tropical paradise through an ingenious use of organic materials. Designers will utilize up to 45,000 flowers, including 1,000 varieties of fragrant and colorful roses, paired with flax seeds, brussels sprouts, sesame seeds, blue statice, heliconia, cymbidium orchids and more, to cleverly showcase why Greater Fort Lauderdale is an ideal destination for visitors seeking a genuinely welcoming and inclusive environment.


The float will also feature landmarks such as the iconic wave wall along Fort Lauderdale beach and an architectural replica of the Seminole Hard Rock Hotel & Casino, or as locals call it, The Guitar Hotel, which perfectly aligns with this year's parade theme, "Celebrating a World of Music: The Universal Language."


“This float will bring our exceptional destination to life and in full bloom,” said Stacy Ritter, president and CEO of Visit Lauderdale. “It’s an organic blend of sights and sounds representative of the diverse people and iconic attractions, showcasing to the world.”


Built in Pasadena, it is estimated to take between 25,000 - 35,000 cumulative hours for designers at Artistic Entertainment Services, a scenic fabrication company that creates world-class environments and experiences, to meticulously handcraft Visit Lauderdale’s “Everyone Under the Sun” float.


Viewers will also delight in spotting life-sized alligators with waving tails, friendly manatees and sea turtles emerging from the sands, offering a glimpse of Greater Fort Lauderdale’s magical ecosystem spanning from the Everglades to the Atlantic Ocean.


Since its founding in 1890, the Rose Parade® and Rose Bowl Game® in Pasadena have drawn audiences from around the world. On New Year’s Day, the procession of floats will feature extraordinary floral arrangements, marching bands, and equestrian units along a 5 ½ mile route down Colorado Boulevard. The parade is expected to attract 700,000 street-side spectators and nearly 22 million U.S. television viewers.


About Greater Fort Lauderdale 

With 24 miles of golden sand beaches and 300+ miles of navigable waterways, Greater Fort Lauderdale is known as the Venice of America and Yachting Capital of the World. The area boasts an average year-round temperature of 77˚F, has 3,000+ hours of annual sunshine, and is home to 31 unique municipalities, including eight distinct beach communities, each offering something for “everyone under the sun.” Residents hailing from 170 countries, speaking 147 languages call this diverse destination home. And there’s good reason, including the area’s unwavering commitment to accessibility and inclusion. Upon arrival at Fort Lauderdale-Hollywood International Airport (FLL), a five-minute drive will get you to the beach, Port Everglades, the newly expanded Greater Fort Lauderdale/Broward County Convention Center, and a bustling downtown. Experience 4,000+ eateries, a thriving arts and culture scene, craft breweries, stunning rooftop bars, fishing, diving, and the unmatched beauty of the Florida Everglades. From world-class shopping, to boating, yachts and superyachts all moored at the area’s many marinas, it’s no wonder Greater Fort Lauderdale is one of the most desirable places to stay, work and play. The destination has more than 38,000 unique lodging accommodations at a variety of hotels, luxury spa resorts, and beautifully appointed, boutique properties, all reflecting the area’s cosmopolitan vibe. Find inspiration for your next trip and follow @VisitLauderdale on FacebookInstagramX and YouTube


About Visit Lauderdale 
Visit Lauderdale is the official destination marketing organization for Greater Fort Lauderdale and serves as the tourism department for Broward County, Florida. Visit Lauderdale promotes the area’s 31 municipalities to a global audience of leisure and business travelers as the ideal place for Everyone Under the Sun in recognition of the area’s diverse and welcoming vibe, and books conventions into the Greater Fort Lauderdale/Broward County Convention Center and area hotels and resorts. Find more information and follow @VisitLauderdale on FacebookInstagramX and YouTube.


About the Pasadena Tournament of Roses® and The Rose Parade® presented by Honda

The Tournament of Roses is a volunteer organization that hosts America’s New Year Celebration® with the Rose Parade® presented by Honda, the Rose Bowl Game® and a variety of accompanying events. The Association’s 935 volunteer members supply more than 80,000 hours of manpower, which will drive the success of 135th Rose Parade, themed “Celebrating a World of Music” on Monday, January 1, 2024, followed by the 110th Rose Bowl Game. For more information, visit www.tournamentofroses.com. Like us on Facebook and follow us on Twitter, Instagram and YouTube.