2024 Rose Parade, Rose Bowl Game Generated $245 Million Economic Impact

The 2024 Rose Parade and Rose Bowl Game generated an estimated $245 million in economic impact for the greater Los Angeles area, according to a report released Tuesday by the Pasadena Tournament of Roses.

The study, conducted by Enigma Research Corporation and collaboratively produced with partner organizations, found that the annual New Year’s events supported the equivalent of 2,166 full-year jobs and generated $35.7 million in tax revenue.

Local residents spent an estimated $70 million related to the events, while more than 90% of non-local visitors indicated they would return to the region based on their positive experiences.

The economic impact stems from direct spending by attendees, event participants, and the Tournament of Roses organization. Many spectators extended their visits to explore local attractions, further amplifying the financial benefits.

Local businesses, including hotels, restaurants, and retailers, reported significant gains from hosting the events. Unlike periodic sporting events like the Super Bowl or World Series, the Rose Parade and Rose Bowl Game have provided consistent economic benefits to Pasadena annually for 135 years.

The report was produced in collaboration with the City of Pasadena, Pasadena Center Operating Company, Rose Bowl Stadium, and Visit Pasadena. The full economic impact report is available on the Tournament of Roses website.

The Tournament of Roses’ 935 volunteer members are already preparing for the 136th Rose Parade presented by Honda, themed “Best Day Ever!” scheduled for Jan. 1, 2025, followed by the College Football Playoff Quarterfinal at the 111th Rose Bowl Game presented by Prudential.