Everything is Coming Up Roses

Visit Lauderdale x Rose Parade® 

Visit Lauderdale, the official destination marketing organization for Greater Fort Lauderdale, will participate for the first time in the iconic Rose Parade® presented by Honda on Monday, January 1, 2024, at 8:00 AM PST in Pasadena, California. The live telecast of the 135th Rose Parade will be aired via NBC and ABC.

The theme for the 2024 Tournament of Roses® is “Celebrating a World of Music: The Universal Language,” which aligns perfectly with Visit Lauderdale’s amplification of its “Everyone Under the Sun” branding campaign, designed to welcome people of diverse cultures, ethnicities, sexual orientations and disabilities. The creative concept for Visit Lauderdale’s custom-built float will showcase the people and places that make Greater Fort Lauderdale an ideal destination for visitors seeking a genuinely welcoming and inclusive environment.

“The Rose Parade is a once in a lifetime opportunity for us to bring our beautiful destination to television screens across the world. It’s a celebratory time of the year and we look forward to amplifying our message of inclusivity and diversity. We plan to use our air-time to really tell our story.”

Stacy Ritter
President & CEO of Visit Lauderdale

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.