The Phoenix Decorating Company team is fun, skilled and extremely creative. They are passionate about building floats!
There are a number of reasons why Phoenix is the most successful float builder in the Rose Parade.
- Experience
The late Phoenix Decorating Co. Founder Bill Lofthouse was involved in Rose Parade float building since 1956. Company President Chris Lofthouse has been a part of the float industry his entire life. The group of designers, builders and decorators who create the company’s floats represent more years of parade experience than can be found at any other firm.
- Exposure
Phoenix Decorating Co. is the leader in developing media exposure for its float sponsors. It is the only firm with a year-round media relations director, resulting in media coverage which captures the entire float creation process for its clients. Media coverage of Phoenix sponsors starts in January, and spans the entire year. Regional, national and international media groups visit the two Phoenix sites each year to document the Tournament of Roses float experience. From KTLA in Southern California (a part of the Tribune Syndicate), national HGTV cable, RFD-TV, national broadcast networks and internationally licensed coverage of the parade, the media prepare their pre-parade and parade coverage at the Phoenix construction and decorating facilities.
- Size
Phoenix is the largest builder of Rose Parade floats. Most years, in fact, Phoenix builds more floats than all other commercial builders combined. The company’s size is a direct result of its experience and the quality of its floats. And, this size offers special benefits for its clients, including:
- Efficiency - The sheer number of floats that Phoenix produces each year requires that the company be the most organized, most professional, and above all the most efficient in its float building. It is this approach that allows the company to create award-winning floats on time and on budget.
- Flower Selection - As the largest buyer of flowers for the Rose Parade Phoenix has its pick of the best blossoms worldwide. Because of the size of its floral needs, Phoenix has its own growers to meet many of its decorating requirements.
- Client Attention - The size of the Phoenix staff ensures that each client receives personalized attention. Every float sponsor is guided step-by-step through the complex elements of construction, Tournament of Roses’ regulations and testing, media relations and special promotional opportunities.
- Staff - Phoenix offers the most extensive staff available. Where most builders have only a single designer, Phoenix has a team. This means that its designs are the freshest, most creative in the Rose Parade – and that each sponsor is offered a wide selection of designs for their float, ensuring a perfect fit of concept and presentation. Full-time floral designer, art director, animation designer and construction coordinator, supported by the finest sculptors, construction crews and decorators guarantee that every completed float is precisely what the sponsor expects.
- Float Selection - Each year Phoenix builds the widest range of floats in the Rose Parade, from the largest to the smallest. Whatever the size of the float or budget a sponsor has in mind, Phoenix is geared to meet the need. The company’s client list ranges from giant corporations and foreign countries to individual businesses, cities and service clubs.
- Location
Phoenix is the only builder with permanent locations in Pasadena. All float construction and decoration takes place at its two facilities, each situated within minutes of the parade route and Tournament of Roses headquarters. These sites, the Rose Palace and Rosemont Pavilion, are the only facilities specifically designed to accommodate public viewing of float decoration. And, with their location at the center of parade activity, these sites annually attract the greatest pre-parade media coverage.
