2024 Rose Parade, Rose Bowl Game injected $245 million into Greater LA economy, new report says – Orange County Register

The 2024 Rose Parade and Rose Bowl combined to generate $245 million for the Greater Los Angeles economy, the Pasadena Tournament of Roses announced in a new report Tuesday, July 30.

This substantial economic boost, driven by direct spending by attendees at the two flagship events, has contributed to the recovery of the regional economy, organization and city officials said.

“I think what we are is really the gateway to the Los Angeles region for a lot of visitors and they want to come back and visit again and again,” said David Eads, CEO of the Tournament of Roses.

The economic impact study of the 2024 Rose Parade and Rose Bowl by Toronto-based Enigma Research Corporation is the first such report of the Rose Tournament in the pre-pandemic era and paints a promising picture.

According to the study, which surveyed more than 1,200 Rose Parade and Rose Bowl attendees, the two events supported 2,166 year-round jobs in the region, mostly in lodging and food services, and generated an estimated 35 .7 million USD. , which are split almost equally between the federal, state, and local levels.

The total operating costs of the two events amounted to approximately $20.7 million. Their combined economic impact of $245 million is less than the individual amounts because of the many non-locals who attend both events, Eads said. The Rose Parade alone generated $155 million, while the Rose Bowl Game contributed $119 million.

About 485,500, or about 62 percent of the 783,928 participants in both the parade and the game were Los Angeles County residents. However, their $70 million in spending is not factored into the economic impact calculation.

In addition, more than 90 percent of non-local attendees expressed a desire to return to the Los Angeles region, a positive sign for the local tourism industry as it continues to recover and thrive, city officials said.

“It’s a great time in Pasadena when families come to town, some for the first time and others make it an annual tradition that goes back several generations,” said Pasadena Economic Development Director David Klug. “This helps boost our local economy including: hotels, restaurants, car rental companies, markets and basically all businesses thrive while welcoming visitors from around the world.”

The report highlights that visitors are coming for the full Los Angeles experience, with the impact of the Rose Parade and Rose Bowl Game resonating throughout the Greater Los Angeles area.

“It’s good that the report recognizes that spending is much higher outside of Pasadena than in Pasadena, so as not to diminish the amount spent in Pasadena. We really appreciate that,” said Paul Little, president and CEO of the Pasadena Chamber of Commerce and Civic Association.

After attending the parade and game in Pasadena, many non-local attendees ventured out to explore the region, with Downtown LA, Hollywood and Santa Monica, Disneyland and Universal Studios being among their favorite destinations.

“The reality is that New Year’s events in Pasadena support a lot of local jobs in the region, not just Pasadena, but LA County, all the way to Orange County and Newport Beach,” Little said.

While it is too early to say that the tourism industry has returned to pre-pandemic levels, the report indicates that the region is recovering.

“You can’t necessarily judge by New Year’s Eve in Pasadena, because people plan it so far in advance,” Little said. “But I think overall tourism has picked up again from 2021 and I think we’ll continue to see that.”

Compared to the 2018 Tournament of Roses study, which reported a combined economic impact of $198.2 million, the 2024 figure is slightly higher. However, this also reflects higher costs, Eads said.