Santa Monica City Council will consider Tuesday a proposal to enter a civic float in the 2027 Tournament of Roses Parade, showcasing the city's renewal to more than 28 million nationwide viewers and millions more globally.
The parade's 2027 theme, "Welcome," aligns with Santa Monica's efforts to revitalize its economy and public spaces, according to city officials.
"This is a moment to tell a confident story about who we are today," Mayor Caroline Torosis said. "Santa Monica is restoring core services, revitalizing our economy, and bringing energy back to our public spaces."
The proposal outlines a community-powered model relying on private sponsorships, philanthropic support, in-kind contributions and volunteers rather than general fund dollars. Local businesses, nonprofits, schools and civic organizations would be invited to participate as sponsors and creative partners in float design, construction and decoration.
"This is an opportunity for organizations to visibly invest in Santa Monica's future," Councilmember Barry Snell said. "By sponsoring this effort, businesses and nonprofits can help shape a shared civic moment that signals Santa Monica's momentum and its readiness to lead again."
If approved, the city manager would begin discussions with the Pasadena Tournament of Roses Association to submit an application. Staff would also launch a public fundraising and engagement strategy, including sponsorship tiers, a volunteer interest portal and donation pathways through the We Are Santa Monica Fund at the California Community Foundation.
Councilmember Natalya Zernitskaya said the project would help reintroduce Santa Monica to the world while inviting residents to participate in shaping the city's future.
Supporters said the proposal reflects goals of Santa Monica's Realignment Plan by activating community energy, strengthening partnerships and reinforcing the city's position as a destination for residents, travelers and investment.
If approved, staff will return within 30 days with a proposed sponsorship framework, engagement strategy and next steps for organizations and residents interested in participating.
The item will be heard at the Tuesday City Council meeting.
Edited by SMDP Staff