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Normally, that day, dozens of floats and brass bands loaded with flowers passed through Pasadena, cheered by hundreds of thousands of spectators, some of whom braved the cold overnight to get a vantage point.
But in July, the New Years procession on Colorado Boulevard was canceled – for the first time in 75 years. It was a move to protect public health, a move that is sure to take a heavy financial toll on the regional and local economy as the coronavirus rages across southern California.
The region stands to lose up to $ 200 million as the result of a sidelined Rose Parade and Rose Bowl game, according to a 2018 study by Enigma Research Corporation, which estimated spending related to the events.
Tournament of Roses officials made the decision to cancel the parade in light of the health protocols imposed in response to the COVID-19 pandemic.
Pasadena Mayor Terry Tornek called the decision extremely disappointing.
“However, we also know that we must act responsibly to protect our community in the face of the COVID-19 pandemic,” Tornek said in July. “We look forward to working with the Pasadena Tournament of Roses on their new New Years celebration, as well as the return of the Rose Parade on January 1, 2022.”
Los Angeles County is now the epicenter of the COVID-19 pandemic, with more than 14,000 new cases per day and hospitals forced to convert hallways and even gift shops into makeshift COVID neighborhoods.
This is the fourth time since 1891 that the parade has been cleaned up, with the three previous cancellations during the war years 1942, 1943 and 1945.
With the parade suspended, the Tournament of Roses instead offered a two-hour television special, “The Rose Parade’s New Year Celebration,” which featured musical performances, celebrity appearances, a look back at past parade entries and a behind the scenes look at how floats are created.
But local leaders are worried about the financial shortfall especially for restaurants and hotels forced to close due to the coronavirus. For example, spending related to the Rose Parade and the Rose Bowl Game has supported more than 2,000 jobs a year, according to the Enigma Research study. Much of those jobs were in accommodation, food and beverage, retail and entertainment industries.
The blow to federal, state and local coffers will probably also take a hit. Parade and gaming-related spending supported about $ 38 million in tax revenue, according to the study.
Some have tried to make the best of the situation.
Shortly after the cancellation was announced, Richard Ur of Bradbury called automobile clubs in Southern California to arrange a cruise along the parade route.
The Long Beach Sultans Car Club, which was part of the New Year’s cruise, encouraged attendees on its website to socially distance themselves, wear a mask and “bring a rose or two or more.”
“It’s a Rose Parade cruise,” the webpage announced. “A man named Dick Ur told us he had a dream, which consisted of classic cars driving the course of the Rose Parade, with at least one rose in – or on each car. Although he no longer has a classic car, he has the love and passion for classic cars. We would love to make his dream come true! “
A separate group called People’s Rose Parade also held a caravan on the same day to honor victims of COVID-19 and advocate for changes in healthcare.
The night before a group of lowriders roamed the road, as they have for decades.
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