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Pasadena businesses score big on Rose Parade, Rose Bowl

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Published  December 30, 2024 6:44pm PST
Rose Parade
FOX 11

Pasadena businesses score big on Rose Parade

FOX 11's Hal Eisner looked into the economic boost that comes with Pasadena hosting both the Rose Parade and the Rose Bowl.

The Brief

    • Fans from Oregon and Ohio State are flocking to Pasadena for the Rose Bowl and parade, boosting the local economy.
    • Pasadena Mayor Victor Gordo and local business owners highlight the significant economic impact of the events.
    • Visitors are expected to spend thousands, while Pasadena enforces rules for parade-goers to ensure safety and order.

PASADENA, Calif. - If you ask an Oregon fan, they'll tell you the Ducks are going to win the Rose Bowl. Ask The Ohio State University, and they'll tell you their team will win. 

But whether here for the Rose Bowl game or the big parade, fans are already coming into Pasadena.

"When the parade started, it started as an economic development tool," Pasadena Mayor Victor Gordo said.

He said the goals of the parade decades ago were to promote the good weather and tourism in Pasadena.

"Pasadena is a small city, but it's a small city that demands a world stage," Mayor Gordo adds. 

A world stage with an audience of travelers and their wallets, and for this week, they're prepared to spend some big cash regardless of the team they support. One visitor told us she plans to spend about $5,000 in Pasadena. 

Another visitor said, "I think I'm going to spend about $5,000 here." 

And yet another, Mark Adoph, said, "Oh definitely thousands, right? You think about airfare, you think about hotel ... you think about restaurants. I can tell you it's great for the economy here in Pasadena."

Jack Huang owns Hog Heaven Gastro Pub in Old Town Pasadena. To him, the influx of tourism is "phenomenal!" Of his business, he said the double event will impact his business by "at least double. Double what we usually do during the week. It's just such a strong two days."

According to the Tournament of Roses, the economic impact of both the Rose Parade and Rose Bowl game has injected as much as $245 million into the Greater Los Angeles area economy. Lydia Angelika, one of the managers at Barney's Beanery, told FOX 11, "It's going to be crazy!"

Another manager, Lisa Houston, said she's ready! She said, "It's gonna be great. We've been here for 30 years, so we know what to expect, and it's always fun."

Pasadena has some rules if you're planning to come to their city for the parade and/or game. Parade watchers can start lining up for the Rose Parade at noon Tuesday, New Year's Eve. They can't move their blankets, tents and chairs to the blue honor line until after 11 p.m. Tuesday night, New Year's Eve. Those items may not be left unattended. Bonfires and fireworks are not permitted. Pasadena Police ask you to watch where you park. 

Their spokesperson told FOX 11 officers gave out hundreds of parking citations last year.

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