PASADENA, Calif. (July 30, 2024) – The Pasadena Tournament of Roses announces the remarkable economic benefits of the 2024 Rose Parade and Rose Bowl Game. This iconic duo of events, touted as keystones of the Pasadena community and beyond, injected $245 million of economic impact into the greater Los Angeles area, bolstering the economy and solidifying their status as major economic drivers.
The report was collaboratively produced with partner organizations: the City of Pasadena, Pasadena Center Operating Company, Rose Bowl Stadium and Visit Pasadena.
Enigma Research Corporation conducted a comprehensive study that captured the significant impact of the Rose Parade and Rose Bowl Game. This impact is attributed to the direct spending of attendees, Parade and Game participants and the Pasadena Tournament of Roses. In addition to the economic benefits, thousands of spectators extended their visits, exploring local attractions from beaches to theme parks, further amplifying the financial impact.
• The 2024 events supported the equivalent of 2,166 full-year jobs
• Generated an estimated $35.7M in tax revenue
• Local residents spent an estimated $70M related to events
• More than 90% of non-local residents would return to the region based upon positive experience at events
Local businesses, from hotels to restaurants and retailers, have reaped significant rewards from these events, echoing the long-held sentiments about the positive impacts of hosting such events.
Similar events across the nation underscore the value of significant cultural and sporting events to their communities. For instance, the Super Bowl and the World Series have generated substantial economic benefits for their host cities. However, these events are periodic and inconsistent, unlike the Rose Parade and Rose Bowl Game, which have provided economic benefits in Pasadena annually for 135 years.
As Pasadena and the greater Los Angeles region continue to benefit from the immense popularity and success of the Rose Parade and Rose Bowl Game, the local community and its businesses stand ready to welcome the next influx of visitors visiting for the 2025 events.
The 2024 Tournament of Roses Economic Impact Report can be found here
