By Jorge Casuso
June 12, 2026 -- The City Council this week gave the go-ahead to take part in next year's Rose Parade, 50 years after Santa Monica's entry won a prize the first time the event was televised.
On Tuesday, the Council unanimously authorized a contract with Artistic Entertainment Services not to exceed $650,000 to design and build an official parade float for the 138th Rose Parade on January 1, 2027.
"The 2027 Rose Parade theme, 'Welcome,' aligns with Santa Monica's identity as an inclusive and innovative coastal destination," City officials said.
"Participation provides an opportunity to share Santa Monica’s story of economic renaissance with an international audience of millions while promoting tourism, local businesses, community pride and civic engagement."
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| Santa Monica's entry in the 1950 Rose Parade (Courtesy Pasadena Digital Library) |
The project costs "will be offset, to the greatest extent feasible, by donations and contributions deposited into the restricted, Special Revenue Source Fund," City staff wrote in a report to the Council.
"Fundraising efforts will include broad outreach to residents, community organizations, local businesses, and regional partners through coordinated campaigns, community events, and digital communications."
The float's design concept will celebrate Santa Monica’s "historic and contemporary identity through a dynamic coastal visual narrative" that will feature the iconic Pier and its sign and Pacific Park's solar-powered Ferris Wheel, according to staff.
"The proposed concept will be developed to maximize television visibility, floral creativity, animation potential, and sponsor integration opportunities while remaining consistent with Tournament of Roses design standards and also being sensitive to budget."
Tuesday’s decision comes after the Council in January authorized staff to begin the planning process, which included applying to enter the Tournament of Roses, evaluating float builders, developing a fundraising strategy and conducting operational assessments, staff said.
The City selected Artistic Entertainment Services as the official float production partner "based on the company's experience, operational capabilities and authorization by the Pasadena Tournament of Roses Association to design and build official parade floats," staff said.
The City will begin developing the concept later this month, and community engagement and fundraising efforts will begin July 23 at the State of the City event on Main Street.
Float engineering, fabrication and production will take place from August through December, including an opportunity for volunteers to help decorate the float at the end of December.
For decades, Santa Monica entered floats in the Rose Parade and took home a number of awards, according to the Santa Monica Public Library's Local History narrative.
During the 1947 Rose Parade, the first ever televised on KTLA, Santa Monica came in second place. Floats entered by the City won First Prize in its class in 1974, 1975 and 1977, and Third Place in 1979.
In the mid 1990s, late Mayor Robert Holbrook pushed for the City to re-enter the parade. Thirty year's later, then Mayor Phil Brock, another native Santa Monican, tried again but failed to win the Council's backing.