Unclassified Info: Beginning to float toward float euphoria

July 05, 2012|By Gary Huerta

I'm ecstatic about the proposed design for Glendale's float entry in the 2013 Tournament or Roses parade.

Seriously. I am.

I know, I'm the guy who called for our city to stop putting floats in the parade. And I've been critical of those who support the concept of a float as a marketing tool, mostly because my 20-plus years in marketing and advertising has me believing that anyone who spends more than $100,000 for less than 15 seconds of air time without a focused message is foolish.

But that was yesterday. Today, you can look up in the sky for flying pigs because I'm changing my tune based solely on the enticing description of the float design, as reported late last week: “The float features the Americana's red trolley and images of a doctor and nurse to represent the two companies that put up a total of $60,000 for the $99,000 float. It also includes a film roll and animated searchlights.”


The concept also includes allusions to the Alex Theatre and Glendale's animation history.

Well done! I do believe if we are going to get corporate sponsors to foot the bill, they should have the right to create the float in ways that will depict their financial or social contribution to the good folks of Glendale.

In the case of the Americana, I am sure hordes of people will flock to Glendale to ride the trolley there as a result of the mega-mall's participation. Even though I haven't done so myself, I'm sure a lot of Americans would love to ride the semi-historic car in a circle that literally takes you nowhere slowly.

I do think it fits nicely into the parade theme for 2013 Rose Parade, “Oh, the Places You'll Go.” When I think about creating an impression of Glendale, I'd like potential visitors to think that once they get here, life will be an endless, short loop.

Of course, if they get injured on this nearly static ride through a manufactured slice of American living, they have the comfort of doctors and nurses ready and willing to treat whatever ails them. Whether these representations will help even those without insurance, or at least some sort of co-payment, is yet to be determined.

But heck, floats aren't supposed to be representations of socialism, right?

With the current corporate sponsorships in place, that still leaves us about $31,000 short, according to Community Services & Parks Director Jess Duran. He is likewise hopeful that another source of income will be found by way of corporate sponsorship or community donations.

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