We bring people together to celebrate the hope and joy of a new year filled with unlimited possibilities - inspiring imagination and creating memories.
Enriching lives through the arts, sports, storytelling and community.
• Champion volunteerism
• Respect traditions
• Advance innovation
• Cultivate leadership
• Embrace diversity, equity and inclusion
• Have fun
Each year, millions across America and around the world gather to watch the Rose Parade and the Rose Bowl Game, iconic events that symbolize all the hope and joy that a new year brings. But, in the hearts of the people who call the Pasadena area home, the Tournament of Roses is so much more. Known around the world for our New Year’s Day celebrations, the Tournament of Roses and its 935 volunteer members make up an Association that is active all year long. We take our role as a community partner very seriously, and we are dedicated to giving back to the community around us.
What follows is a report on our areas of focus, including:
• Enhancing education initiatives
• Strengthening community/business partnerships
• Experiences that make a difference
• Programs with impact
• Playing for change
• A Foundation for the future
• The power of people
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
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 the 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 December, in partnership with the CFPF and PEF more than $223,000 was granted to 222 teachers, representing every school in the Pasadena Unified School District, which is the largest amount of money awarded to the largest number of educators in the 45+ year history of the Teacher Grant program. Teachers received their checks, certificates, and cheers from the PEF and PUSD staff in a drive-through parade.
In partnership with the College Football Playoff Foundation, the Pasadena Tournament of Roses celebrated the Big Day for Teachers. which celebrates educators as part of CFPF’s Extra Yard for Teachers Week.
In September, Pasadena Unified School District teacher Micol Issa, of John Muir High School, received a $1,000 gift card to purchase vital student resources.
READ ACROSS AMERICA DAY
On March 2, in recognition of Read Across America Day, Tournament Members joined President Alex Aghajanian, as well as members of the Executive Committee, Foundation Board and staff, at Altadena Magnet to read to young children.
Each year, the Pasadena Tournament of Roses hosts 2,200 people with disabilities and their guests at the Rose Parade presented by Honda. In 2023, the association received a grant from The Albertsons, Vons, and Pavilions Foundation, which allowed us to improve the ADA Program for the 2024 Rose Parade. With the grant support, the Tournament provided a variety of accommodations, including ADA restrooms, American Sign Language interpreters and Audio Description services.
Throughout the year, the Tournament partnered with the Kindness is Free program of the Boys & Girls Clubs to support and amplify their kindness campaign. In October, we hosted a Kindness is Free pop-up assembly at Octavia E. Butler Magnet School, during which the Rose Court led students in taking the Kindness pledge. Following the assembly, students and faculty received Chick-Fil-A food and gift cards. Later that day, the Rose Court continued their acts of kindness by delivering 100 turkeys to Union Station Homeless Services.
In partnership with Artistic Entertainment Services and Cal Poly Rose Float, and with the support of a SoCal Climate Champions Grant from SoCalGas, the Pasadena Tournament of Roses provided containers for sorting and collecting organic waste, recyclables and trash during float decorating at Rosemont Pavilion. To reduce contamination, extensive signage was provided to educate volunteer float decorators on how to properly sort material into the correct containers. The material was hauled and as much of the organic waste was converted into compost and mulch.
In April, the Tournament of Roses hosted its third annual youth empowerment forum, designed to engage youth in the Southern California community and empower them as they plan for their future.
In partnership with Meta, the Kindness is Free program of the Boys & Girls Clubs and Panda Restaurant Group, #ThisGen2023 brought together more than 300 high school and college students to learn about and discuss topics related to career, networking and personal development.
The interactive event featured leaders from the business, entertainment and sports, all with various career backgrounds and achievements. Attendees had the opportunity to learn about breaking barriers, overcoming obstacles, and the importance of following their passions and dreams.
A CELEBRATION OF ART & CULTURE
In 2023, in partnership with the Mexican Consulate in Los Angeles, LA Plaza de Cultura y Artes, Pasadena Police Foundation, Rose Hills Memorial Park & Mortuary and Wife of the Party, the Tournament held it’s fourth annual Día de Los Muertos Art Competition, a Celebration of Art. Celebrating the 3,000-year-old tradition that originated in Mexico, the program received more than 800 entries from youth ages 4-18. Submissions showcased the traditions of Día de Los Muertos and the creative talent in various art forms. The Association awarded $5,000 in cash scholarships and prizes. With a robust slate of art mediums created by talented students, winning participants were invited to celebrate at LA Plaza de Cultura y Artes, where their artwork was displayed.
Each year, the Community Relations Committee hosts the Parade of Roses, an art competition that is open to Pasadena Unified School District elementary and middle school students. The program which is sponsored by Southwest Airlines provides an outlet for students to express their artistic talents, with the Rose Parade theme as inspiration.
In November, 21 finalists from across PUSD 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 Rose Court. Awards were presented for first, second, and third place in the elementary and middle school categories from paper to plastic vases and other materials.
With the support of Citizens Business Bank, this partnership with Pasadena Unified School District leveraged 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 post-secondary 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 providing support to student projects or college/career fairs. The lives of more than 1,000 high school students were impacted through the Rose in Hand program over the past year.
Every year, members of the Tournament of Roses’ Rose Court are immersed in service opportunities and activities that support existing Tournament of Roses community 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.
In June, in partnership with Cal Poly Rose Float, the Pasadena Tournament of Roses once again hosted RoseSTEM presented by SoCalGas. In partnership with Adelante Youth Alliance, STEAMCODERS, Day One/Stars, the program introduced 150 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.
Rose Scholars, presented by Citizens Business Bank, is a program designed to help students in our community thrive and to foster their potential. In 2023, the program awarded eight graduating seniors from Pasadena Unified School District with a total of $20,000 in scholarships.
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. To date, the Rose Scholars program has awarded $60,000 to area students.
With the support of Pasadena Community College and Verizon, Rose Fellows is an eightmonth fellowship program that offers two PCC students the opportunity to support the Association’s commitment to community relations. The Rose Fellows help execute community programs and cross-departmental projects for the Tournament of Roses and supported the Pasadena Tournament of Roses Foundation. While earning a $10,000 stipend, the Rose Fellows engage, collaborate and interact with the communities connected to the work of the Association, as well as Tournament committees and Members.
Teams from the Snoop Youth Football League were invited to attend the team media day at the CFP Semifinal at the Rose Bowl Game presented by Prudential. SYFL is a non-profit organization founded by rapper and entertainer Snoop Dogg, that provides inner city children with the opportunity to participate in youth football and cheerleading. The two 12U teams selected, the Reps and the SB 49ers, observed Michigan and Alabama’s media sessions, collected autographs and had a chance to interact with their favorite players. Following the event, both youth football teams were led on a private tour of the stadium and enjoyed lunch from In-N-Out Burger.
In partnership with the Pasadena Unified School District, the district’s recipients for Teacher of the Year and Principal of the Year, and the Community Service Award recipient were recognized on the field during the first quarter of the 2024 Rose Bowl Game.
Marion Yamada, a kindergarten teacher at Hamilton Elementary, was honored as Teacher of the Year, while Charlene Tucker of Field Elementary was honored as Principal of the Year.
The Community Service Award was given to the PUSD Student Think Tank and their facilitator, Sebha Sarwar. The awards recognize outstanding individuals or organizations that make an impact on the students of PUSD. The CFP Foundation sponsored tailgate and game tickets for each recipient, while the Tournament of Roses provided Parade tickets to celebrate the dedication of these educators.
Additionally, during the game, a new production element, “Touchdowns for Teachers,” was executed in partnership with the CFPF, which donated $1,000 to the PUSD for every touchdown scored.
During Bowl Week, the Rose Bowl Game hosted Mini Therapy Horses at the team hotels for families of 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 $3,000 donation contributed towards the Mini Therapy Horses funding for motorhomes, horse transportation and uniforms.
In 2023, the Rose Bowl Game continued its annual Mentorship Program, selecting seven undergraduate students from Southern California colleges to participate in both virtual and in-person professional development meetings with Rose Bowl Game staff. Each student was 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 Bowl Week events, including the Lawry’s Beef Bowl media day and the 110th Rose Bowl Game.
While in Los Angeles for the Rose Bowl Game, families from the University of Michigan and The University of Alabama came together to assemble hygiene kits for foster youth in Los Angeles. A total of 1,000 kits were assembled that included thermal blankets, toiletries, socks and more for those in need. Following the Game, the kits were delivered to The Rightway Foundation.
In 2023, the Pasadena Tournament of Roses awarded the Rose Bowl Game Keith Jackson Postgraduate Scholarship to Ara Crowper (University of Indiana). Crowper, who aims to pursue a career in the sports industry, was awarded a scholarship of $10,000 for her postgraduate education. Crowper attended the 2024 College Football Playoff Semifinal at the Rose Bowl Game presented by Prudential, meeting with Rose Bowl Game staff and the Rose Bowl Management Committee Chair during bowl week and shadowing the social media team on game day.
The scholarship, which is given to a top undergraduate student from either the Big Ten or 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.”
ROSE BOWL CARES KITSThe 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, the Pasadena Tournament of Roses Foundation announced its 2023 grant awards, totaling $242,105 to 24 organizations in the San Gabriel Valley. These grants supported new and ongoing programs benefiting children, teens, adults and seniors. In 2023, one $35,000 grant and one $15,000 grant were awarded. An additional 22 community initiatives received grants in the categories of visual and performing arts, sports and recreation and education (early childhood education, literacy and science, technology, engineering and math). Since its inception, the Foundation has awarded more than $5.5 million in charitable contributions on behalf of the Tournament of Roses Association, with a goal of investing in people through sustainable programs.
In September 2023, the Pasadena Tournament of Roses Foundation hosted its second annual Golf Classic at Brookside Golf Course, in the shadow of the historic Rose Bowl Stadium. Presented by J.P. Morgan Private Bank, the event attracted 144 players and resulted in over $100,000 being raised for the Foundation.
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.
Members and staff joined the Rose Court in helping San Gabriel Valley Habitat for Humanity with their Women Build project.
Tournament Members hosted North Carolina Central University for House Tours and Historically Black Colleges and Universities tailgate.
In celebration of Pasadena Latino Heritage Month, the Tournament hosted the community a complimentary “Movie on the Lawn” night, for a screening of McFarland USA
WOMEN BUILD WITH SGV HABITAT FOR HUMANITY
HBCU TAILGATE
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
PREMIERE SPONSORS
OKUM FAMILY TRUST
