2022 Community Impact Report

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About us

Mission

We bring people together to celebrate the hope and joy of a new year filled with unlimited possibilities - inspiring imagination and creating memories.

Vision

Enriching lives through the arts, sports, storytelling and community.

Values

• Champion volunteerism

• Respect traditions

• Advance innovation

• Cultivate leadership

• Embrace diversity, equity and inclusion

• Have fun

LETTER FROM Leadership

To our community,

For millions across America and around the globe, the Rose Bowl Game and the Rose Parade are America’s New Year Celebration -- symbolizing all the hope and joy that a new year brings. In the hearts of all who call Pasadena home, the Tournament of Roses is so much more.

While we may be known around the world for a single day’s celebrations, we are an active Association all year long. We take our role as a community partner very seriously, and powered by our 935 volunteer members, we are dedicated to giving back to the community around us.

From programs that provide unique educational opportunities and convening community stakeholders around important issues, to providing financial support to area nonprofits and funding scholarships for area students, we are committed to investing in the Pasadena area in ways that make a difference.

We had a momentous year in 2022, and what follows is a report not only of our activity, but also our impact.

Sincerely,

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Areas of FOCUS

Enhancing educational OPPORTUNITIES

The Pasadena Tournament of Roses Association remains a long-standing supporter of a diverse slate of educational initiatives. By supporting students and teachers, we provide vital resources and valuable opportunities for educational empowerment. Our areas of focus include:

• Supporting our local community college

• Recognizing and celebrating educators

• Developing the next generation of volunteers

• Connecting students to science, technology, engineering, and math

• Enhancing college exposure and access

• Financially supporting college attainment

Big Day for Teachers

In partnership with the College Football Playoff Foundation, the Pasadena Tournament of Roses celebrated the Big Day for Teachers. The Big Day for Teachers celebrates educators as part of CFPF’s Extra Yard for Teachers Week. Pasadena Unified School District teacher Victoria Camargo received a $1,000 gift card to purchase vital student resources.

Teacher Grants

Each year, the Tournament of Roses engages with its national and local partners, the College Football Playoff Foundation and the Pasadena Educational Foundation, to provide significant financial support to Pasadena Unified School District educators. These grants, which fund academic programs in addition to projects related to science, math, reading and school beautification projects, are based upon each school’s individual need and benefit thousands of students in Altadena, Pasadena and Sierra Madre public schools. In 2022 $200,000 was granted to 189 teachers.

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Parade of Roses presented by Southwest

The Parade of Roses is an art competition presented by Southwest that was open to Pasadena Unified School District elementary and middle school students. The program provides an outlet for students to express their artistic talents, with the Rose Parade theme as inspiration. In 2022, 20 finalists from across the district were selected and invited to transfer their drawings to plaster vases using paint and other materials. A special reception was held in honor of the finalists to display their work in front of their families, peers, school district officials and the Royal Court. Awards were presented for first, second and third place in the elementary and middle school categories. Students designed images inspired by the 2023 Rose Parade theme, Turning the Corner.

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Experiences THAT MAKE A DIFFERENCE

In 2022, in partnership with the Consulate General of Mexico in Los Angeles, the Pasadena Tournament of Roses held its third annual Día de Los Muertos art competition – a Celebration of Art and Culture. Celebrating the 3,000-year-old tradition that originated in Mexico, the program received nearly 500 submissions from youth ages 4-18. Submissions highlighted the traditions of Día de Los Muertos and artistic talent in numerous art forms, including drawing, face painting, poetry and more. The Association awarded more than $7,000 in scholarships and cash awards to winners in three age categories. With a robust slate of art mediums created by talented students, the Tournament displayed the cultural significance of the Día de Los Muerto holiday. Community members and participants were invited to the Tournament House to celebrate the artwork through means of customary food and an Aztec dance performance.

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Programs with IMPACT

RoseSTEM

In partnership with Cal Poly Rose Float, the Pasadena Tournament of Roses held Rose STEM presented by SoCalGas. The program introduced area middle and high school students to STEM concepts used to create a Rose Parade float. Cal Poly Rose Float, a group of college students, shared their expertise in float construction, design and decoration.

RoseSTEM

Rose Scholars

Rose Scholars

Rose Scholars, presented by Citizens Business Bank, is a program designed to help students in our community thrive and to foster their potential. The program awarded $20,000 in scholarships to eight graduating seniors from the Pasadena Unified School District. As part of the application process, students were invited to submit a creative piece that reflected their future dreams, goals and aspirations. A one-page reflection describing their thoughts and feelings about the piece was also required, as well as still images of their work and a video recording describing their inspiration.

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Rose in Hand

With the support of Citizens Business Bank, this partnership with Pasadena Unified School District (PUSD) leveraged our Tournament members and brought the “real world” to the classroom. Workbased learning is an instructional strategy that is essential in preparing all students for success in postsecondary education and careers, as well as offering connection to our community. PUSD’s Pathway Industry Connectors in collaboration with Tournament Members led volunteer engagements, such as professional-themed weeks, guest speaker and panel discussions, and support to student projects or college/career fairs. Through the Rose in Hand program, the lives of more than 1,000 high school students were impacted during the 2021 - 22 school year.

ROSE FELLOWS

Rose Fellows

In partnership with Pasadena Community College (PCC) and sponsored by Verizon, Rose Fellows is an eight-month fellowship program that offers a PCC student the opportunity to support the Association’s commitment to community relations. The Rose Fellow helps execute community programs for the Tournament of Roses and Pasadena Tournament of Roses Foundation. While earning a $10,000 stipend, the Rose Fellow engages, collaborates and interacts with the communities connected to the work of the Association, as well as Tournament committees and Members.

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Rose in Hand Rose Fellows

Royal Court

Every year, the Tournament of Roses’ Royal Court is immersed into service opportunities and activities that support existing Tournament of Roses community engagement partners, including the Boys and Girls Club of Pasadena, Sycamores, Day One and Union Station Homeless Services.

Beginning in early November, these activities ranged from gift wrapping and meal preparation, to tutoring and gratitude-centered arts and crafts workshops.

ISGen This annual youth empowerment forum is designed to engage youth in the Southern California community and empower them as they plan for their future. #ThisGen brought together more than 250 high school and college-aged students to learn and discuss topics related to career options, networking and personal development. The interactive event featured leaders from the business, entertainment and sports industry, all with various career backgrounds and achievements; #ThisGen gave attendees the opportunity to learn about breaking barriers, overcoming obstacles, and following their passions and dreams.

“ The first panel and second panel [were my favorite] because I felt like I could relate to them and they inspired me to continue being brave and following my dreams as a first- gen brown girl.”
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-Marshall Fundamental High School Student

Playing for CHANGE The Rose Bowl Game gives back

Pasadena Unified School District

In partnership with Pasadena Unified School District (PUSD) and their PUSD Awards program, the district’s recipients for Teacher of the Year, Principal of the Year, and Hero of the Year were recognized on the field during the first quarter of the 2023 Rose Bowl Game. Lance Mitchell, Head Coach of the 2022 CIF Championship winning John Muir High School Football Team, was also honored for his achievements at his alma mater. Each honoree was provided four tickets to the VIP Tailgate and the 109th Rose Bowl Game.

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Mini Therapy Horses

During Bowl Week, the Rose Bowl Game hosted Mini Therapy Horses at the team hotels for the families of the participating teams. The Mini Therapy Horses have a long history of appearing at children’s hospitals, veteran hospitals, Los Angeles Family Housing, as well as participation in the Rose Parade. The Rose Bowl Game’s $2,000 donation assisted with horse transportation and uniforms as the Mini Therapy Horses continue their great work.

Rose Bowl Cares Kits

While in town for the 109th Rose Bowl Game, families from the University of Utah and Pennsylvania State University football teams came together to assemble hygiene kits for unhoused people in Los Angeles. Through a partnership with Walmart, 1,000 kits were assembled and included thermal blankets, toiletries, socks and masks for those in need. Following the game, the kits were delivered to the Midnight Mission in Los Angeles by the 2023 Royal Court.

Rose Bowl Game Tickets for Coaches

Courtesy of the Rose Bowl Game’s conference partners, the Big Ten and the PAC-12, 200 local high school football coaches received tickets to attend the 2023 Rose Bowl Game. More than 20 coaching staff were in attendance, including Alhambra High School, Arcadia High School Benjamin Franklin High School, Blair High School, Burbank High School, Crescenta Valley High School, Eagle Rock High School, Gabrielino High School, Glendale High School, John Muir High School, Mark Keppel High School, Monrovia High School, San Gabriel High School, San Marino High School, and Schurr High School.

High school coaches enrich the lives of the students they work with, and many coaches and their football programs have been adversely impacted by the pandemic. The ticket donation was a small way for the Rose Bowl Game to thank them and recognize their efforts, while pushing forward together, in hopes of more opportunities to partner in the future.

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Rose Bowl Game Mentorship Program

In 2022, the Rose Bowl Game continued its annual Mentorship Program, selecting seven undergraduate students from local Southern California colleges to participate in virtual and in-person professional development meetings with Rose Bowl Game staff. The students were paired up with a staff member and mentored over an eight-week period through weekly calls that provided opportunities to network and build confidence towards their career goals. Mentees were given a behind-the-scenes look to learn what it takes to host the “The Granddaddy of Them All.” The mentorship culminated with their bowl week experience, with mentees enjoying several events, including the Lawry’s Beef Bowl, media day and the 109th Rose Bowl Game.

Points for Change

The 2023 Rose Bowl Game held its second annual in-game donation campaign called “Points for Change,” which highlights organizations that create change throughout the Greater Los Angeles community. This year, $100 for every point scored in the Utah and Penn State game was donated to Raise the Barr.

Raise The Barr’s story is personal for co-founders Lori Barr and Anthony Barr, who make it their mission to increase opportunity and economic mobility for single-parent families through education. This year, the game’s final score raised $5,600 which helped fund two scholarships for Raise The Barr recipients.

Community Open Practice Event

The Rose Bowl Game’s Community Open Practice Event returned to the bowl week schedule for the 2023 Game along with a new partnership with Snoop Youth Football League (SYFL). Founded by rapper and entertainer Snoop Dogg, SYFL is a non-profit organization that provides inner city children with the opportunity to participate in youth football and cheerleading. The two 12 and under teams selected to observe a Utah and Penn State practice were the Carson Colts and the Lynwood Knights. Following the practice, the youth football teams interacted with their favorite players, took photos and collected autographs. The young athletes and their families were also given tickets to the 109th Rose Bowl Game.

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Keith Jackson Postgraduate Scholarship

In 2022, the Pasadena Tournament of Roses awarded the Rose Bowl Game Keith Jackson Postgraduate Scholarship to Marco-Antonio Salas (Arizona State University) and Ethan Weinstein (University of Wisconsin). Each recipient, who aims to pursue a career in the sports industry, was awarded a scholarship of $10,000 for their postgraduate education. Both recipients also received a specialized workstudy experience at the 2023 Rose Bowl Game presented by Prudential.

The scholarship, which is given to a top undergraduate student from both the Big Ten and Pac-12 Conference, honors the late Keith Jackson, who was the voice of college football for decades and the originator of the Rose Bowl Game’s nickname, “The Grandaddy of Them All.”

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A FOUNDATION FOR THE

future

An overview of the Tournament of Roses Foundation Mission.

The Pasadena Tournament of Roses Foundation is a 501(c)(3) non-profit organization which supports charities in the Greater Pasadena area in an effort to contribute to the civic, cultural and educational advancement of our community.

Priority Areas

• EDUCATION

• VISUAL AND PERFORMING ARTS

• SPORTS AND RECREATION

In May 2022, the Pasadena Tournament of Roses Foundation announced its 2022 grant awards, totaling more than $200,000 to 19 organizations in the San Gabriel Valley. These grants supported new and ongoing programs benefiting children, teens, adults and seniors.

Since its inception, the Foundation has funded more than $5 million in charitable contributions on behalf of the Tournament of Roses Association.

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In 2022, the Pasadena Tournament of Roses Foundation hosted its first annual Golf Classic presented by JP Morgan Private Bank at Brookside Golf Course, in the shadow of the historic Rose Bowl Stadium. The event attracted 144 players and resulted in $140,000 raised for the Foundation’s grantmaking program.

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SUCCESS Stories of

In 2021, the Pasadena Tournament of Roses launched its Rose Fellows program with the support of Verizon. Rose Fellows is an eight month fellowship in partnership with Pasadena City College. Following a successful inaugural fellowship in 2021-2022, the Tournament welcomed 19-year-old Asia Chang for the 2022-2023 season.

Asia, who was then a first-year student at Pasadena City College studying business administration with a focus on marketing, discovered the fellowship through Pasadena City College’s Office of Student Services and joined the Association in September 2022. As a Rose Fellow, she hoped to gain operational experience, strengthen her relationship with the Pasadena community, and pursue her goal of developing diverse, inclusive and thriving communities.

During her fellowship, Asia worked with the Community Relations Department, where she had the opportunity to conduct community research and outreach, as well as work on event planning. She was also able to work on cross-departmental projects, coordinating with third parties, developing sponsorship decks and managing event timelines.

“Throughout the fellowship, my mentors guided me in developing not only skill sets, but also my professional network, which have already proven useful in a multitude of settings,”said Asia.

Passionate about communal development, Asia witnessed first-hand during her fellowship how this can be achieved when communities from all demographics work together. “One of the most important things that I learned during my fellowship was the leadership presence the Tournament of Roses has within the city of Pasadena and in neighboring communities; and the impact that leadership has,” she continued.

Asia also saw the benefits of working with a close-knit team and shares that this experience has now set her standard for the kind of teammates she would like to work with and the type of work environment she can see herself thriving in.

Prior to beginning her fellowship, Asia had a general idea of the career she’d like to pursue, and she hoped

to transfer to a four-year university. “Before this, I thought I wanted to work in social media marketing, and this fellowship has not only strengthened that passion of mine, but also it has created a huge interest in a field I have never considered - event planning,” Asia shared.

Recently accepted into the University of Southern California’s prestigious Iovine and Young Academy, Asia hopes to continue being involved with a nonprofit organization like the Tournament of Roses, possibly through the development of a club or school activity.

Asia Chang - 2022 - 2023 Rose Fellow
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“Throughout the fellowship, my mentors guided me in developing not only skill sets, but also my professional network, which have already proven useful in a multitude of settings.”

Partnering for Success

In 2022, the Pasadena Tournament of Roses partnered with Sycamores for the second year to provide wellness support to members of the 2023 Royal Court. In addition to the public speaking and etiquette skills, media and speech training provided to members of the Court, members of Sycamores’ clinical staff supported the young women by discussing behavioral health wellness in both group and individual settings. Their efforts helped the Court members expand their healthy coping strategies to use throughout the Rose Parade season, which takes place during the girls’ busy senior year of high school, and beyond. One member of the Royal Court shared that her Sycamores clinician helped her develop important time management skills as she navigated the Royal Court experience.

According to Sycamores President and CEO Debra Manners, “With all of the excitement and opportunities associated with this wonderful time, we recognize serving on the Royal Court can also call for extra coping skills.” Manners continued, “We are honored to be able to offer wellness support to the members of the Royal Court again this year.”

The goal of this partnership is to prepare the young women for the next stage of life by utilizing the wellness tools that Sycamores provides. In addition, the unique partnership allowed the Tournament to shine a light on the year-round efforts of Sycamores as they strive to build strong families and resilient communities through human connection.

Royal Court + Sycamores
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“ With all of the excitement and opportunities associated with this wonderful time, we recognize serving on the Royal Court can also call for extra coping skills.”

AN ECONOMIC engine

COMBINED ECONOMIC IMPACT OF THE ROSE PARADE AND ROSE BOWL GAME

TAX REVENUE SUPPORTED BY PARADE AND GAME-RELATED SPENDING

TOTAL SPENDING BY NON-LOCAL SPECTATORS

EMPLOYMENT GENERATED BY THE PARADE AND GAME

OUT OF TOWN VISITORS TO THE PARADE AND GAME WHO WOULD RETURN TO THE REGION BASED ON THEIR POSITIVE EXPERIENCE

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Rose Parade Impact

INTERNATIONAL TV VIEWERS SPECTATORS ATTEND THE ROSE PARADE

$27.7M

TAXES GENERATED $77.4M

TOTAL SPENDING BY NON-LOCAL SPECTATORS

$102.6M INITIAL EXPENDITURE

ROSE PARADE ATTENDEES WHO RESIDE OUTSIDE OF THE L.A. REGION

$142.8M ECONOMIC IMPACT

Rose Bowl Game Impact

EMPLOYMENT SUPPORTED

ANNUAL ROSE BOWL GAME ATTENDEES

$35.8M

TAXES GENERATED $12.7M

TOTAL SPENDING BY NON-LOCAL SPECTATORS

ANNUAL ROSE BOWL GAME ATTENDEES WHO RESIDE OUTSIDE OF THE L.A. REGION

$44.4M INITIAL EXPENDITURE $68M ECONOMIC IMPACT

EMPLOYMENT SUPPORTED

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PEOPLEThe power of How our members gave back

Each year, in addition to the work our 935 Members do to host the events of the Tournament of Roses, they also volunteer their time and talent to give back to our community. We thank them for their year-round efforts to improve the lives of people in the Pasadena and San Gabriel Valley areas.

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Tournament of Roses Foundation Golf Classic
Across America
Latino Heritage Month Read

Thank you

TO OUR COMMUNITY SPONSORS AND PARTNERS

Thank you to the sponsors and community partners who contribute to our Community Relations activities throughout the year -- we couldn’t do what we do without their support.

Presenting Sponsors

Premier Sponsors

Supporting Sponsors

Community Partners

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Pasadena Tournament of Roses 391 S. Orange Grove Boulevard Pasadena, CA 91184
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