City of Los Angeles Presents “Discover Los Angeles” Float in 127th Rose Parade®

City’s Float is Event’s Longest Consecutive Entry at 118 Years, Brings to Life L.A.’s Wide Array of Activities and Iconic Attractions

LOS ANGELES (Dec. 16, 2015) – Los Angeles, one of the world’s premier travel destinations, will be reimagined in a vibrant, floral-studded float showcasing the dynamic city in the 127th Rose Parade®  presented by Honda on Jan. 1, 2016. The float marks L.A.’s 118th consecutive year collaborating with Pasadena Tournament of Roses Association, making it the longest running float entry in the event’s history.

Created by the Los Angeles Tourism & Convention Board (L.A. Tourism), the float’s “Discover Los Angeles” theme takes inspiration from the 2016 Rose Parade theme entitled “Find Your Adventure.” Quintessential L.A. adventures and experiences that visitors to the destination can discover are represented throughout the float.

“The ‘Discover Los Angeles’ float offers a compelling visual of L.A.’s diverse variety of iconic landmarks and activities, from our endless entertainment options to ‘only-in-L.A.’ experiences that truly offer something for everyone,” said Don Skeoch, Chief Marketing Officer of L.A. Tourism. “More than 44 million visitors last year discovered Los Angeles – the perfect destination to find your next adventure and create treasured memories.” 

Designed by the renowned Phoenix Decorating Company, the float will be comprised of more than 40,000 roses, mums and carnations as well as natural materials such as seeds, rice and moss. A 24-foot-tall bright yellow sun with cool shades will overlook the scene, symbolizing L.A.’s year-round near perfect weather. Hollywood’s glitz and glam will be brought to life with depictions of the golden stars that line the Hollywood Walk of Fame, TCL Chinese Theatre, world-famous Hollywood sign and a roving camera crane. Surfers, bicyclists and Venice Beach’s weightlifters will illustrate L.A.’s diverse recreational activities, while L.A. LIVE, Olvera Street, Hollywood Bowl, Griffith Observatory and the Capitol Records Building showcase the city’s must-see attractions. LAX Airport, the west coast’s preeminent gateway, and signature palm trees will round out the lively scene. 

No tax dollars were used in the creation or production of the City of Los Angeles float.

Los Angeles Tourism & Convention Board is a private, non-profit business association whose primary mission is to market and promote Los Angeles as the premier site for leisure travel, meetings and conventions as the City’s official tourism marketing organization.  For more information, visit the official visitor information website of Los Angeles at www.discoverLosAngeles.com, join the more than one million people who follow L.A. Tourism’s Facebook page at facebook.com/LosAngelesFan, or follow @discoverLA on Twitter, Instagram and Pinterest.

Jamie Foley
Vice President, Global Communications
jfoley@latourism.org
213-236-2397

Shant Apelian
Manager, Corporate Communications
sapelian@latourism.org
213-236-2385