Pasadena-based brand Wetzel’s Pretzels has announced its inaugural float entry in the upcoming Rose Parade, also known as the Tournament of Roses Parade, which takes place before the Rose Bowl college football game. The hometown brand will celebrate its rich heritage with its float, California Cruisin’.
Combining a classic California road trip and beach party, the float features a custom-painted convertible that’s cruisin’ to the upbeat tunes pulsing from a boom box, with surfboards in tow. Palm trees, “gram-worthy” snacks, and iconic road signs—Route 66 and Pacific Coast Highway’s Route 1 among them—round out the scene. Partnering with Artistic Entertainment Services, the masterpiece will be constructed using hundreds of thousands of florals and natural materials in its design.
“As a hometown, Pasadena-based brand, we’ve watched the parade pass right by our headquarters’ office in Old Town. We’re thrilled to be a participant this year as the theme “Dream. Believe. Achieve.” connects deeply with our mission and is something I find so meaningful and motivating about leading a franchise organization,” says Jennifer Schuler, chief executive officer of Wetzel’s Pretzels. “We’re proud to have established a profitable business model, which enables our franchisees to achieve their dreams of not only building a successful business, but also creating generational wealth for their families. In many cases, our franchisees are first-time business owners or first-generation Americans and when they take a chance on their dreams, they create vibrant local businesses that serve the community with pretzels and create jobs. Our first-ever entry into the Rose Parade celebrates this dream coming full circle, from its humble beginnings here in Pasadena where our founders started that dream, to a national brand that supports hundreds of entrepreneurs achieving their dreams of business ownership.”
In appreciation of the many individuals who contribute to the continued success of Wetzel’s Pretzels, the float will feature front-line crew members, general managers, franchise partners and support staff from around the world, along with its founders who started it all.
Celebrating its parade debut, Wetzel’s plans to share the joy with its fans. Starting December 20, guests who enter code “PARADE” in the Wetzel’s app will receive a free pretzel reward to be redeemed in the New Year and will be entered for a chance to win exclusive Wetzel’s Rose Parade merch and free pretzels for a year. Leading up to the main event, Wetzel’s brand ambassadors will also be delighting paradegoers with delicious pretzels and custom swag.
“At Wetzel’s, we strive to be that delightful moment in someone’s day, giving them the opportunity to relax, recharge and connect with others while enjoying a scratch-made pretzel straight from the oven,” says Kim Freer, chief marketing officer of Wetzel’s Pretzels. “As we turn the calendar page, it seems fitting that California Cruisin’ provides a welcome reminder that it’s not about the destination, but rather, enjoying the journey.”