Memo
To: Oliver Chi, City Manager
From: Caroline Torosis, Mayor
Barry Snell, Councilmember
Natalya Zernitskaya, Councilmember
Date: January 19, 2026
Re: Request of Mayor Torosis, Councilmember Snell and Councilmember Zernitskaya to Pursue Santa Monica Entry into the 2027 Tournament of Roses Parade through a Community-led Planning, Fundraising and Volunteer Effort For more than a century, the Pasadena Tournament of Roses and the annual Rose Parade have served as one of California’s most beloved and widely watched celebrations. The parade is broadcast to over 28 million viewers annually across the nation and millions more around the world as a showcase of community spirit, creativity, and civic pride. Cities, universities, nonprofits, and civic organizations have long used the Rose Parade to tell their stories, lift up their residents and businesses, and engage their communities in a shared project rooted in collaboration, volunteerism, and California imagination. The theme for the 2027 Tournament of Roses Parade is “Welcome,” perfectly suited to complement Santa Monica’s renewal.
As Santa Monica ushers in a new era of renewal, revitalization, and shared purpose, this moment presents a unique opportunity for our community to take part in one of the most iconic traditions in the world. Through the Realignment Plan, which is our multi-year strategy to restore core services, strengthen neighborhoods, revitalize our economy, and bring energy and activity back to our public spaces, Santa Monica is leaning into the belief that we are at our best when we build together, engage together, and show up together, welcoming residents and visitors alike to our beautiful city.
Entering a Santa Monica float in the 2027 Tournament of Roses, designed, decorated, and funded with the help of residents, businesses, community partners, and volunteers, would serve as a shared civic endeavor that embodies the spirit of our Renaissance. This initiative would create opportunities for residents of all ages to participate hands-on in something inspiring, invite local businesses and nonprofits to collaborate in sponsorships, in-kind contributions, and creative partnerships, and ignite a sense of pride and belonging as Santa Monica projects its story to a global audience.
Importantly, this effort is not intended to draw on scarce General Fund resources. Instead, the vision is to build a float with the community, powered by sponsorships, private donations, volunteerism, and existing philanthropic mechanisms such as the We Are Santa Monica Fund housed at the California Community Foundation. This aligns directly with the Realignment Plan’s goals of activating community energy, strengthening partnerships, and demonstrating that Santa Monica is once again rising as a vibrant, innovative, and connected city.
Memo
By taking the first step now and pursuing conversations with the Tournament of Roses, creating a community powered fundraising structure, and opening a volunteer interest portal, we position Santa Monica to plan thoughtfully, build momentum, and create a civic centerpiece worthy of international celebration.
Therefore, the City Council directs the City Manager to:
1. Engage in discussions with the Pasadena Tournament of Roses Association to understand entry criteria, timelines, design requirements, and necessary steps to pursue a Santa Monica civic float entry for the Rose Parade.
2. Develop a comprehensive fundraising plan that relies on private sponsorships, grants, community donations, and in-kind contributions rather than General Fund resources. This should include, within 15 days, the launch of a public facing portal for those looking to contribute, and sponsorship levels for organizations interested in walking with and riding on Santa Monica’s float.
3. Identify and pursue partnership opportunities with local businesses, business districts, civic groups, nonprofits, schools, and philanthropic organizations that may wish to support, sponsor, or participate in float development, design, or fundraising efforts.
4. Evaluate the feasibility of using the We Are Santa Monica Fund and/or other appropriate fiscal vehicle(s), to accept individual contributions and corporate donations for this purpose.
5. Develop a public-facing communications, engagement, and volunteer strategy, including an online portal where:
• Residents can express interest in volunteering,
• Businesses and community partners can offer support,
• Donors and other interested parties can receive updates and opportunities to contribute.
6. Report back to the City Council within 30 days with:
• A status update on discussions with the Tournament of Roses, • A proposed funding model and sponsorship framework,
• Recommended donation pathways and partnership structures, • A preliminary engagement and volunteer plan.
Together, these actions will allow Santa Monica to explore participation in the Rose Parade in a manner that builds community pride, engages residents in a shared civic endeavor, and reinforces the spirit and values at the heart of Santa Monica’s Realignment Plan and ongoing Renaissance.