Santa Monica officials Wednesday were preparing for the city’s participation in the 2027 Tournament of Roses Parade after the City Council approved plans for a city-sponsored float.
The council’s action Tuesday cleared the way for development of a float designed to highlight Santa Monica’s coastal setting, cultural attractions and economic revitalization efforts.
City officials said the 2027 Rose Parade theme, “Welcome,” aligns with Santa Monica’s identity as an inclusive destination and provides an opportunity to promote tourism, local businesses and community pride before an international audience.
“The 2027 Tournament of Roses Parade is an incredible opportunity to showcase Santa Monica to millions of people around the world,” Mayor Caroline Torosis said in a statement. “The parade’s theme, `Welcome,’ reflects who we are as a community.”
The council’s decision followed months of planning that included completing the Tournament of Roses application process, evaluating float builders, developing a fundraising strategy and conducting operational assessments, officials said. The council authorized staff to begin planning efforts in January.
The city plans to begin concept development later this month. Community outreach and fundraising efforts are scheduled to begin July 23 during the State of the City event on Main Street in the Ocean Park neighborhood.
Officials said the float will celebrate Santa Monica’s landmarks, oceanfront setting, sustainability initiatives, public art and cultural diversity.
The city selected Artistic Entertainment Services as its float production partner. The company is authorized by the Pasadena Tournament of Roses Association to design and build official parade floats.
Engineering, fabrication and production of the float are expected to take place from August through December, with volunteer decorating opportunities planned in late December.
The float will debut in the 138th Rose Parade on Jan. 1, 2027. It will then be displayed during Floatfest, scheduled for Jan. 1-3, allowing spectators to view it after the parade.