A ‘Very Different Role’: How the Eaton Fire Transformed Pasadena’s Celebrated Tournament of Roses

The Tournament of Roses, the more than 130-year-old organization behind Pasadena’s signature New Year’s Day spectacles, pivoted from parade planning to disaster relief in the months after the Eaton Fire devastated Altadena and surrounding neighborhoods.

“Beginning January 7, we’ve witnessed incredible teamwork throughout our community as people have come together to help those directly impacted by the fires,” Tournament President Mark Leavens said.

The relief work represents what Leavens called a “very different role” for an organization. Tournament volunteer members participated in food and clothing drives with local nonprofit organizations, and the group collaborated with a network of community organizations coordinating relief efforts.

The Albertsons Companies Foundation allocated $1 million in gift cards to the Tournament as part of the relief effort, according to Tournament President Mark Leavens. The organization also partnered with the College Football Foundation to secure funding for Pasadena Unified School District to help rebuild the library at Eliot Arts Magnet School.

The Tournament also created a complimentary ticket program to its events for fire victims.

“We also wanted to ensure that those who were impacted by the fires have the opportunity to join us for the celebration of new year through our complimentary ticket program to Tournament of Roses events,” Leavens said.

The disaster has cast the Tournament’s 2026 Rose Parade theme in a different light. “The Magic in Teamwork,” announced in February 2025, “feels especially meaningful in light of recent events in the Pasadena area.”

Leavens, a Tournament volunteer since 1995, is serving as President and Chairman of the Board. He became a committee chair in 2010, joined the Board of Directors in 2013, and was elected to the Executive Committee in 2016.

“We understand that our events impact residents in nearby neighborhoods, and we regularly engage with representatives from affected areas to listen to concerns and identify opportunities for improvement,” Leavens said.

“We are working closely together to address the immediate needs required to successfully stage this year’s events; while also engaging in ongoing, long-term planning discussions to prepare for challenges we may face in the coming years,” he said.

The 137th Rose Parade and the 112th Rose Bowl Game are scheduled for Thursday, Jan. 1, 2026.