SAN FRANCISCO (KGO) — With just days to go until the famous Rose Parade, San Francisco is once again making itself part of the tradition.
This New Year’s Day, for the first time in almost 50 years, the city will have its own float along the parade route in Pasadena.
“It’s just a gentle reminder to folks who haven’t been here for a long time why it’s so magical,” said Anne Marie Presutti, the CEO of the San Francisco Travel Association.
City officials say they want the float to be a marketing tool for the city.
Once completed, it will feature some of San Francisco’s most iconic landmarks.
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Encouraging people who don’t live here to come back to the City by the Bay and continue its post-pandemic recovery.
“The momentum is really strong. We’re feeling almost like a faucet was turned on or a light switch went on,” said Marisa Rodriguez of the Union Square Alliance.
But Friday’s event wasn’t just for potential visitors.
Throughout the day, regular San Franciscans could come and help decorate parts of the float themselves.
From an “S” and an “F,” to even one of the Painted Ladies.
“I let them know it’s going to be on TV and as soon as they found that out they were like, okay, we got to get working,” said Jimi Reid.
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Many people here say they like that the city is making them a special part of the process.
And they’re excited for their handiwork to be displayed in front of the world.
“I’ve always watched the Rose Bowl parade growing up on the TV and so it’s crazy that I can help contribute towards a float that I helped make,” said Andrew de los Santos.
City leaders say San Francisco has had a strong holiday season so far.
And they’re hoping once the parade actually happens, they’ll be able to take that positive momentum into 2026.
“You know we’re back. And the world knows it and will know it on January 1,” said Presutti.
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