The 135th Rose Parade Blossoms As An Opportunity for Local Churches

The Rose Parade in Pasadena presents a significant fundraising opportunity for local churches and nonprofits along and near the parade route. These organizations offer low-cost parking and prime sidewalk seating along the parade route, allowing them to raise funds to support their causes, in what has become an under-rated but potent fund-raising tactic.

One such organization is the First United Methodist Church (First UMC), located right in the center of the busy Colorado Blvd. 

“At First UMC, sharing our faith and love with the community is an important aspect of the ‘work’ of the church,” Ashley Slade, Director of Communications at First UMC, said. “We take pride in our role as a neighborhood church. We love being an active part of the Pasadena community, and so it has been a pleasure having the beautiful Rose Parade bring people all over the region together right at our doorstep.”

This year marks the 100th year of the Rose Parade passing by the church. For many years, First UMC has offered parking and sidewalk seating as part of their youth fundraiser. 

“These are front row seats that are separate from the grandstands, which are run by a different organization,” Slade said. “This year we sold out fast, and we look forward to gathering together to watch the parade with church members, friends from the neighborhood, and visitors from all over the country. We’re proud to be part of one of the largest New Year’s Day parties in the world.” 

The church has been a popular place to visit during the Rose Parade season, and is included in several travel guides as a place to see when coming to the Rose Parade. 

“We often get calls all year long from people either asking for information about reserving seats or sharing their memories of attending the parade with us,” Slade recounts. “There are many who include us as part of their annual parade plans every year, and we are proud that people choose to visit with us year after year.”

In years past, the church hosted a pancake breakfast before the parade, a tradition they hope to bring back in the future. One tradition that continues at First UMC is the handing out of “rating” cards to those who have reserved seats. 

“Here’s the catch: the only card we give out has a 10 on it! That’s because all of the floats are gorgeous and we want to share our appreciation for everyone’s hard work on them,” Slade said. “There are always these fun interactions we receive as the float riders smile, wave and acknowledge their ‘perfect scores’.” 

The funds raised from donations for parking and seating go directly to the church’s youth, who use it for service projects and the annual summer service trip. These activities allow them to deepen their faith through fellowship, special programs, roundtable discussions, and group activities.

“The youth handle this fundraising project themselves by getting up early and holding the seats and parking spaces for those who’ve reserved them,” Slade said.

In 2024, First United Methodist Church will be celebrating the 100th anniversary of their building and the 150th anniversary of the congregation. Slade said the Rose Parade has become a big part of the church’s legacy, and they intend to continue to host the youth fundraiser offering seats and parking for the parade in the future. 

Other Pasadena churches that will be leveraging their prime locations to raise funds during the Rose Parade include Rose City Church, located just two blocks from Colorado Blvd.; Hill Avenue Grace Lutheran Church, just a half-block off the parade route; and Trinity Lutheran Church, located at 997 E. Walnut Street. 

For more information about seating and parking options on New Year’s Day in Pasadena, visit www.visitpasadena.com/events/annual-events/rose-parade-guide/.