PhoenixDecoratingCompanyFlipBook

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A BUILDER THAT CREATES THE ULTIMATE FLOAT EXPERIENCE

▪ Phoenix Decorating Company the Rose Parade Float Builder of Choice

More float sponsors choose Phoenix Decorating Company each year than any other commercial builder combined because of the company’s reputation to successfully build and decorate award-winning floats. In the company’s 43-year history it has produced 905 Rose Parade floats.

▪ Year-round Float Building

Phoenix Decorating Company employs more than 30 year-round staff members who have mastered the art of float construction over a number of decades.

▪ Award-winning Designs

Phoenix Decorating Company has won 300 awards in its 43-year history, most recently receiving nine awards in 2024

▪ Complete Branding Opportunities

Our award-winning design staff incorporates a sponsor’s message into a magnificent float, created specifically to ensure each sponsor unique positioning on the international stage

▪ Unsurpassed Media Coverage

The work of a year-round media and communications manager facilitates media coverage for sponsors from concept/rendering to post-parade coverage

o Phoenix Decorating Company’s float locations have been viewed on NBCs Today Show, The CBS Evening News, Good Morning America on ABC; local stations KNBC-LA, KCBS-LA, KCAL, FOX 11, Univision, Telemundo and KTLA, utilizing Phoenix sponsors’ floats and interviews concerning float building and sponsor messages.

o Annually, Phoenix Decorating Company’s floats are featured live on KTLA, ABC/ESPN, Univision and RFD-TV pre-parade specials.

o More than 200 media groups regularly visit or broadcast from Phoenix Decorating Company

KEY PERSONNEL

CHRIS LOFTHOUSE, President & CEO

Chris has unsurpassed knowledge of every element of the Rose Parade float construction and decorating business He has been the pioneer of cutting-edge technology, hydraulics, animatronics, computer systems association and mobile technology application bewildering many

Chris is directly involved in client presentations, recommendations, execution development and oversees the building of each float He influences his employees and clients with clear honesty and communication where feedback permits effectiveness

PDC has also been known to build floats for other distinctive events: Coca Cola 100th Anniversary Celebration, Orange Bowl Parade, Kentucky Derby Festival, Indianapolis 500 Festival Parade, and National Day Celebration in Singapore

LYN LOFTHOUSE, COO & Floral Director

Lyn has been with PDC for over 30 years – that’s a good marriage. Having an exceptional eye for detail and scrutinizing over every floral and dry material imagined; Lyn orchestrates the usage and application of products to appeal to the senses of sight, smell, touch, hear and humor – and sometime taste (fresh produce) when permitted.

Lyn is the floriculturist who researches, selects and orders all products (flowers from USA, all over the world and exotic islands) needed to cover every inch of each float the company builds. Well established systems and procedures created for the Art Department, Floral Designers, and Crew Chiefs ensure all decorating materials and fresh flowers are being allocated correctly

William Lofthouse, Production Manager

The 2025 parade marked the seventeenth year for William Lofthouse in the float construction industry Responsible for all day-to-day operations at PDC; William facilitates and supervises each of the metal artisans, electricians, animators and mechanics involved in designing, building and performance of each float On the floor, his leadership comes to fostering partner relationships and continuing to encourage the construction team to achieve construction objectives.

Rachel Lofthouse, Design Director

The 2025 Rose Parade was Rachel Lofthouse fifteenth parade Under her guidance, the float design team at Phoenix Decorating Company has produced more award-winning floats than any other company. Each of our designers brings a different creative background to the team. This guarantees that our company delivers floats that are original, unique and diverse to meet all our client’s individual design needs.

CYNTHIA McMINIMY, Art Director

As the art director for Phoenix Decorating Company, Cynthia McMinimy is responsible for the artistic preparation of the floats for decoration. Cynthia has been with Phoenix Decorating Company for more than 30 years and has scholared an amazing technique of intricate color-coding necessary for each float before the decorating process begins. Every square inch of a float is covered with flowers and other organic materials and Cynthia is a specialist of interpretation and transforming rendering (2D) color patterns to actually duplicate images applied on each float (3D) before the materials arrive and are placed

CHUCK HAYES, Sponsor Relations

Chuck Hayes is a seasoned executive with over 35 years of marketing, sports management, advertising, and corporate communications experience Hayes serves as the point person for all sponsor relations activities which include updates, and activations, credentialing, logistics (parade morning access & parking,) parade operations, special events and is the liaison between PDC and Tournament of Roses sponsor relations His years of multi-media experience are an asset for content in all outlets of communications: radio, television, cable, mobile, social media, website, press releases, referral marketing and co-partnering. Initiating marketing collateral for PDC and for Tournament; direct communication is imperative to properly position the Company, their clients (float sponsors) and the press. Engaging in social media where the interactions have value and persuasive exchanges. Hayes is currently in his eighteenth year with Phoenix Decorating,

The entire Phoenix Decorating team understands the importance of the company’s commitment to quality, innovation and continued excellence.

44 YEARS OF EXCELLENCE IN FLOAT BUILDING… 922 FLOATS, 309 AWARDS

OUR RECENT AWARD HISTORY INCLUDES

2025: Best Day Ever!

Americana: ELKS U.S.A.

International: CODING FOR VETERANS

Isabella Coleman: CITY OF HOPE

Mayor: CITY OF ALHAMBRA

President: WESTERN ASSET MANAGEMENT

Queen: SHRINERS CHILDREN’S

Showmanship: TRADER JOE’S

Tournament Volunteer: ROTARY INTERNATIONAL

Wrigley Legacy: KAISER PERMANENTE

2024: Celebrating A World of Music

Americana: THE COWBOY CHANNEL

Animation: TRADER JOE’S

Extraordinaire: VISIT NEWPORT BEACH

Fantasy: CITY OF ALHAMBRA

International: CODING FOR VETERANS

Isabella Coleman: CORE KIDNEY

Leishman Public Spirit: ROTARY INTERNATIONAL

Theme: WESTERN ASSET

Tournament Volunteer: KIWANIS INTERNATIONAL

2023: Turning The Corner

Director: LUTHERAN HOUR MINISTRIES

Princess: ROTARY INTERNATIONAL

Isabella Coleman: RFD-TV-MUTUAL OF OMAHA

Tournament Volunteer, CITY OF ALHAMBRA

Theme: CITY OF HOPE

Judges: WESTERN ASSET MANAGEMENT

Wrigley Legacy: TRADER JOE’S

2022: Dream, Believe Achieve

President: MRS. MEYERS CLEAN DAY

Leishman Public Spirit: LIONS CLUBS INTERNATIONAL

Director: RFD-TV-MUTUAL OF OMAHA

Tournament Volunteer, CITY OF ALHAMBRA

Past President: CITY OF HOPE

Fantasy: WESTERN ASSET MANAGEMENT

American: TRADER JOE’S

2020: The Power of Hope

Tournament Volunteer: ROTARY INTERNATIONAL

Crown City Innovator: TRADER JOE’S

Golden State: HUNTINGTON LIBRARY, ART MUSEUM & BOTANICAL GARDENS

Animation: MRS. MEYER’S CLEAN DAY

Showmanship: THE COWBOY CHANNEL

Past President: CITY OF HOPE

2019: The Melody of Life

Americana: MRS. MEYER’S CLEAN DAY

Crown City Innovator: TRADER JOE’S

Fantasy: WESTERN ASSEST MANAGEMENT

Isabella Coleman: UNITED SIKH MISSION

President: CITY OF HOPE

Princess: CITY OF ALHAMBRA

Queen: FARMERS INSURANCE

Theme: SHRINERS HOSPITALS FOR CHILDREN

2018: Making A Difference

Americana: FARMERS INSURANCE

Director: ODD FELLOWS & REBEKAHS

Isabella Coleman: CITY OF HOPE

Judges: AMERICAN ARMENIAN ROSE FLOAT ASSOC.

Leishman Public Spirit: UNITED SIKH MISSION

President: WESTERN ASSET MANAGEMENT

Princess: ROTARY INTERNATIONAL

Showmanship: TRADER JOE’S

Tournament Volunteer: SHRINERS HOSPITALS FOR CHILDREN

2017: Echoes of Success

Directors: WESTERN ASSET MANAGEMENT

Tournament Grand Marshals: FARMERS INSURANCE

Tournament Special Trophy: TRADER JOE’S

Past Presidents Trophy: AMERICAN ARMENIAN ROSE FLOAT ASSOC.

Judges Special: UNION BANK

Princess: ROTARY INTERNATIONAL

2016: Find Your Adventure

Craftsman Trophy: FARMERS INSURANCE

Fantasy: TRADER JOE’S

Mayor’s: CITY OF LOS ANGELES

Tournament Volunteers:’ SHRINERS HOSPITALS FOR CHILDREN

2015: Inspiring Stories

Tournament Volunteers’: ODD FELLOWS AND REBEKAHS

Princesses’: LUTHERAN HOUR MINISTRIES

President’s: AMERICAN ARMENIAN ROSE FLOAT ASSN.

Craftsman: PRINCESS CRUISES

Governor’s: CITY OF LOS ANGELES

Tournament Special: FARMERS INSURANCE

Fantasy: WESTERN ASSET MANAGEMENT

Crown City Innovation: TRADER JOE’S

2014: Dreams Come True

Past President’s: WESTERN ASSET MANAGEMENT

Theme: DONATE LIFE

Governor’s: CITY OF GLENDALE

Tournament Volunteers’: SHRINERS HOSPITALS FOR CHILDREN

Princess’: LUTHERAN LAYMAN’S LEAGUE

Tournament Special: LION’S CLUBS INTERNATIONAL

2013: Oh, the Places You’ll Go!

Craftsman: THE NURSES’ FLOAT

Extraordinaire: TRADER JOE’S

Governor’s: CITY OF GLENDALE

Grand Marshal’s: HGTV

Judges’ Special: SHRINERS HOSPITALS FOR CHILDREN

Mayor’s: CITY OF LOS ANGELES

National: DEPARTMENT OF DEFENSE 60th ANNIVERSARY OF THE KOREAN WAR

Princess’: ODD FELLOWS AND REBEKAHS

Tournament Special: RFD-TV

Tournament Volunteers’: KIWANIS INTERNATIONAL

2012: Just Imagine…

Animation: FARMERS INSURANCE

Craftsman: TRADER JOE’S

Crown City Innovation: CITY OF LOS ANGELES

Director’s: BAYER ADVANCED

Isabella Coleman: ODD FELLOWS & REBEKAHS

Judges’ Special: DONATE LIFE

National: WESTERN ASSET MANAGEMENT

Princess: ROTARY INTERNATIONAL

Theme: US BANK

Tournament Special: RFD-TV

Tournament Volunteers’: SHRINERS HOSPITALS FOR CHILDREN

2011: Building Dreams, Friendships, & Memories

Animation: TRADER JOE’S

Craftsman: RFD-TV

Crown City Innovation: US BANK

Extraordinaire: FARMERS INSURANCE

Isabella Coleman: HGTV

Past President’s: SAVING AMERICA’S MUSTANGS

President’s: ALZHEIMER’S ASSN. & PFIZER

Princess: ODD FELLOWS & REBEKAHS

Theme: DONATE LIFE

2010: A Cut Above

ABC National Poll: DONATE LIFE

Craftsman: RFD-TV

Crown City Innovation: TRADER JOE’S

Isabella Coleman: KIWANIS INTERNATONAL

National: BOY SCOUTS OF AMERICA

Princess: ODD FELLOWS & REBEKAHS

Queen’s: BAYER ADVANCED

Theme: DONATE LIFE

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