For more than a century, the Rose Parade has been a global stage for tradition, pageantry, and community celebration. But behind the beauty of the blooms lies a complex operation powered by data, analytics, and strategic innovation. In this session, leaders from the Pasadena Tournament of Roses Association pull back the curtain to reveal how a volunteer-driven nonprofit orchestrates one of the world’s most-watched live events.

Follow the life of a float—from its earliest sketches to its show-stopping trek down Colorado Boulevard on New Year’s Day—and see how creativity, logistics and analytics converge to bring these moving works of art to life. Discover how real-time data keeps a two-hour parade running to the minute, how audience insights shape partnerships and revenue streams, and how the Association balances honoring a cherished legacy with staying relevant in today’s fast-changing landscape. From the evolving brand dynamics of corporate collaborations to the challenge of innovating within century-old traditions, this conversation will provide a rare inside look at what it takes to keep America’s New Year Celebration® thriving for generations to come.

Closed captioning available for this session, bring your own fully charged phone, tablet, or laptop to access the captions.