Since its inception in 1895, the Tournament of Roses has been about bringing people together. We care deeply about Pasadena and our surrounding communities and we believe that our region is beautiful and strong because of our people, who come from all backgrounds and walks of life. We also recognize that words are not enough and are committed to analyzing and identifying opportunities for the Association to fulfill our commitment and assist others engaged in similar efforts.

To further foster this belief and commitment, Better Together is a refreshed engagement strategy that is aligned with our Association’s strategic goals and objectives, an initiative that builds on the work we have done as a long-standing community partner.

BETTER TOGETHER PILLARS:

Social Justice & Education

Economic Inclusion

Community Partnerships

1) SOCIAL JUSTICE & EDUCATION: Awareness & Representation

Bringing people together” is central to the Tournament of Roses’ mission and heritage. We value volunteerism, diversity, and community support, with a strategic goal to embrace and celebrate inclusion. Building on these commitments, we strive to enhance social and cultural awareness within our membership, staff and community while reflecting the diversity of our surroundings.

Diversity Education & Engagement

• Trainings & Other Resources for Staff & Members
• Invest in Diverse Communities & Support Programs that Celebrate Culture
• Convene Community Dialogues

A key priority in our strategic plan is leadership development for volunteers. Our staff has completed implicit bias training through the USC Race & Equity Center, and we will offer similar opportunities for our Members. We have an Employee Resource Group to foster inclusivity and allyship.

Aligned with our goal of supporting people from all backgrounds, we provide scholarships for youth and sponsor events like the Pasadena Black History Parade and Latino Heritage Month Celebration. Each year, we host a Día de Los Muertos Art Competition, which draws more than 500 submissions, and award scholarships to winning submissions.

As a civic leader, we strive to build a better Pasadena and Southern California by fostering community dialogues that promote social and cultural understanding.

Sourcing & Advancing Diverse Talent

• Develop Strategies to Recruit Staff & Members from All Backgrounds
• Mentor Younger Members for Retention & Growth
• Coach Staff for Retention & Promotion/Succession
• Source Diverse Talent & Participants for Rose Parade

Over the years, we have taken several steps to reflect our surrounding communities, including attending local events to recruit adults and youth to volunteer their time with the Association.

In recent years, we have amplified those efforts and developed strategies for member and staff recruitment, retention, and advancement to support, enhance, and amplify equity, diversity and inclusion throughout our Association.

We also seek diverse talent and participants for the Rose Parade in a thoughtful and mindful manner.

2) ECONOMIC INCLUSION: Uplifting Communities

Educational Equity

• Help Close Educational Equity Gaps
• Use Rose Bowl Game as a Platform for Educational Equity
• Mentor the Next Generation

Economic Inclusion starts with education. In line with our objective of “engaging and supporting the next generation of leaders,” we have developed signature programs to support the advancement and development of students who need our support. We continue to challenge ourselves to be more intentional – with an eye on equity – in how we support education and the success of all students.

Supplier Diversity

• Build & Maintain Diverse Supplier Base
• Increase the Utilization of Diverse Vendors

 Economic Inclusion also means providing everyone with an opportunity to partner and do business with us. We are committed to building and maintaining a diverse supplier base and will aim to increase the utilization of diverse vendors, so that more individuals can participate in and benefit from the Association’s economic impact on the region.

3) COMMUNITY PARTNERSHIPS: AUTHENTIC ENGAGEMENT

Collaborate & Drive Impact

• Leverage Relationships
• Align Resources with Community Needs

In line with our stated objective to “foster relations and partnerships,” we continue to establish, cultivate, and expand alliances that bring people together and enrich our community through programs that promote diversity, equity and inclusion. This includes working with new and existing partners and strategically aligning our collective resources to drive value for the community based on the needs that have been identified by their input/feedback. Two examples of the work we have done include:

• HBCU Panels – produced and hosted in collaboration with PUSD and Stepping in the Right Direction
• Rose Scholars – a scholarship program in partnership with Citizens Business Bank, which awards graduating PUSD seniors.