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South Dakota Department of Tourism Joins the Float Lineup of the 2016 Rose Parade®


PIERRE, S.D. – On Jan. 1, 2016, the Mount Rushmore state will join dozens of floral-clad floats, marching bands, equestrians and other parade entries as they make their way through the 127th Rose Parade presented by Honda. With more than 700,000 spectators and 81 million television viewers worldwide, South Dakota is guaranteed to make a lasting impression on a global scale.

The theme of the 2016 Rose Parade is “Find Your Adventure.” This theme has grown out of a partnership between the Pasadena Tournament of Roses® and the U.S. National Park Service, and will help shine a light on the centennial celebration of our country’s national parks.

“Everything seemed to align perfectly for us to be a part of the 2016 Rose Parade,” said Jim Hagen, Secretary of the South Dakota Department of Tourism. “The parade theme celebrates the centennial of the National Park Service, and coincidentally, 2016 is also the 75th anniversary of the completion of Mount Rushmore National Memorial, one of the crown jewels of the park service. The Rose Parade would not be complete without a float that features and celebrates Mount Rushmore.”

To build the float, the Department of Tourism has chosen Phoenix Decorating Company out of Pasadena, Calif. In the company’s 33-year history, it has produced 752 Rose Parade floats, and won 244 awards for its work.

“We are absolutely thrilled to feature the great state of South Dakota in the 2016 Rose Parade,” Phoenix Decorating Company and CEO Chris Lofthouse said. “We could not think of a better sponsor that fits the build of this year’s theme, ‘Find Your Adventure,’ than one of the most beautiful states in the union. Celebrating the majesty of the state, we are more than pleased on their decision to feature Mount Rushmore on their Rose Parade float.”

About South Dakota Tourism
Known as The Mount Rushmore State, South Dakota is home to majestic mountain carvings, rolling prairies, sky-piercing granite needles, glittering lakes and the Mighty Missouri River. Located in the heart of the American frontier, South Dakota can also lay claim to one of the largest concentrations of public parks, monuments and memorials in the world, one of which is Mount Rushmore National Memorial.

About Phoenix Decorating Company
Now in its 33rd year, Phoenix Decorating Company has sent 752 Rose Parade floats down Colorado Boulevard. The Rose Parade float builder of choice was responsible for 18 of the 40 floats in the 2015 edition of the parade. The leader in innovative float design, animation, hydraulics, pyrotechnics and live performances, Phoenix Decorating Company excels in brand integration and support to clients that will bring award-winning floats for years to come. For more information, please visit

About the Tournament of Roses®
The Tournament of Roses is a volunteer organization that annually hosts the Rose Parade®, the Rose Bowl Game® and a variety of associated events. Nine hundred thirty-five volunteer members act as ambassadors of the organization and contribute upwards of 80,000 hours of manpower each year. The 127th Rose Parade presented by Honda and themed “Find Your Adventure,” will take place Friday, January 1, 2016, followed by the 102nd Rose Bowl Game presented by Northwestern Mutual. Learn more at and on Facebook, Twitter, Instagram and YouTube.



Wanda Goodman
South Dakota Department of Tourism
Phone: 605-773-3301