SOME BEAUTIFUL BUSINESS ROSE PARADE FLOAT PROMOTES SPONSOR'S NAME TO MILLIONS.Byline: Jamie Jamie is a given name, derived as a pet form of James. However, it has been used as an independent given name in English speaking countries for several generations. Though Jamie was originally exclusively male, since the 1950s it has also been used as a female given name, McClintock Mc·Clin·tock , Barbara 1902-1992. American genetic botanist. She won a 1983 Nobel Prize for discovering that genes are mobile within the chromosomes of a plant cell. Staff Writer PASADENA - With millions of people planning to watch the Pasadena Tournament of Roses Parade The Tournament of Roses Parade was established, and first held, on January 1,1890, in Pasadena, California, eight miles (13 km) northeast of Downtown Los Angeles. Rooted in tradition, this parade is broadcast on multiple television networks, watched by upwards of one today, local companies that sponsor the flowery flow·er·y adj. flow·er·i·er, flow·er·i·est 1. Of, relating to, or suggestive of flowers: a flowery perfume. 2. Abounding in or covered with flowers. 3. floats are ready for some grand-scale exposure. Last year, between 40 million and 45 million television viewers across the nation tuned into the parade, while about 750,000 more lined the parade route, said Bill Flinn, the Pasadena Tournament of Roses Association's chief operating officer Chief Operating Officer (COO) The officer of a firm responsible for day-to-day management, usually the president or an executive vice-president. . Scores of other countries will also carry the coverage, he said. To purchase advertising time of that caliber would ``probably be far more ... than what the cost of a float would be to build,'' Flinn said, adding the entry fee for companies is $4,500. Trader Joe's Trader Joe's is a privately held chain of specialty grocery stores headquartered in Monrovia, California. As of September 2007, Trader Joe's has a total of 284 stores.[1] will mark its second year of Rose Parade participation with a float depicting the ``Little Old Lady From Pasadena.'' ``We love the exposure, of course,'' said Trader Joe's spokeswoman Pat St. John, adding that some viewers could be introduced to the brand for the first time via the parade. Monrovia-based Trader Joe's has close ties to Pasadena. The company opened its first store there and once had offices in the city, St. John said. Trader Joe's also participates in the parade to ``honor As a verb, to accept a bill of exchange, or to pay a note, check, or accepted bill, at maturity. To pay or to accept and pay, or, where a credit so engages, to purchase or discount a draft complying with the terms of the draft. the hard work and success of the company,'' she said. For Farmers Insurance Group, 2004 will be the 45th year the Los Angeles-based company has sponsored a float, said Jeff Beyer, senior vice president and chief communications officer The chief communications officer or CCO is a job title for the head of communications, public relations and/or public affairs within an organization. Most typically, the CCO reports to the chief executive officer (CEO) of a corporate entity or president of an operating unit. . Carrying on the tradition, he said, is a main reason for the company's continued participation. This year, it will sponsor ``Your Home is Your Castle.'' For any company participating in the Rose Parade, ``the couple of minutes of exposure your float gets is an awful lot of exposure for a company brand and its image,'' Beyer said. ``The very top of that purchasing-funnel food chain starts with brand awareness.'' Smart & Final Inc. will likely see significantly more benefit from participating in the parade ``from a cost-analysis situation than we put into it,'' said Ross Ross , Sir Ronald 1857-1932. British physician. He won a 1902 Nobel Prize for proving that malaria is transmitted to humans by the bite of the mosquito. Roeder, chief executive officer of the Commerce-based firm, which operates warehouse-style retail stores. Smart & Final's 2004 entry, ``Let Freedom Sing,'' will be the fourth Rose Parade float the company has sponsored. Parade participation also strengthens relationships with Smart & Final's employees and suppliers, Roeder said. While every company has its own reasons for taking part in the parade, he said, ``I don't think any company is ever sorry they participate in it.'' Jamie McClintock, (626) 962-8811 jamie.mcclintock(at)sgvn.com CAPTION(S): 2 photos Photo: (1 -- color) Workers prepare Trader Joe's float for its appearance today in the Pasadena Tournament of Roses Parade. (2 -- color) Putting together Trader Joe's float is a well-orchestrated project, with flowers added last to preserve freshness. Keith Birmingham/Staff Photographer |
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