PASADENA, Calif. (December 28, 2021) – The epicenter of the Rose Parade presented by Honda will take on a new look this year thanks to OneLegacy, the organization that has led renowned Donate Life float campaigns since their debut in 2004.
For generations, the intersection of South Orange Grove and Colorado Boulevards—commonly referred to as “TV Corner”—has served as a base of operations for Rose Parade broadcasters, photographers and media reaching hundreds of millions worldwide each year. The concentrated activity extending south and east to encompass parade formation, 40,000 grandstand seats, and Old Pasadena inspired Tournament of Roses volunteers to see new possibilities for the Rose Parade’s “first mile.”
On January 1, 2022, TV Corner will be transformed as The First Mile presented by OneLegacy adds a large video screen to West Colorado Boulevard; introduces grandstand pageantry ushering the parade procession eastward; and elevates the iconic press stand into an Instagram-worthy set piece.
“OneLegacy takes great pride in the groundbreaking approaches Donate Life float campaigns have brought to America’s New Year Celebration,” said Tom Mone, chief executive officer of OneLegacy. “We saw spearheading The First Mile as an opportunity to share with Southern Californians that OneLegacy is their Donate Life organization and has been faithfully helping to save and heal lives here since 1968.” Thanks to support from hospitals, transplant centers, coroners’ offices, and millions of registered donors, this year OneLegacy is on track to exceed 2020’s record 1,661 life-saving organ transplants and 190,000 lives healed through tissue and cornea donation.
Two decades ago, OneLegacy galvanized the nation’s organ donation community to make Rose Parade float participation the centerpiece of an annual campaign to inspire viewers across nation to save and heal lives as organ and tissue donors. By New Year’s Day, 18 Donate Life float entries will have traveled 99 miles along the Rose Parade’s legendary five-and-a-half-mile route, making OneLegacy’s pioneering sponsorship of The First Mile an even more symbolic milestone.