Rose Parade’s “TV Corner” Gets New Look, New Pageantry

The epicenter of the Rose Parade 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 millions of viewers worldwide each year.

The concentrated activity extends south and east to encompass the parade formation area, 40,000 grandstand seats, and Old Pasadena and is now referred to as the Rose Parade’s “first mile.”

On January 1, TV Corner will be transformed into ‘The First Mile presented by OneLegacy’ with a large video screen on West Colorado Boulevard, first-ever grandstand pageantry ushering the parade procession eastward, and embellishments that elevate 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 the 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.

For more information, visit OneLegacy.org. To register to become an organ, eye and tissue donor, visit OneLegacy.org/Register.