Visit Lauderdale Unveils Float Design for the Rose Parade on New Year’s Day

It features a stunning array of over 1,000 vibrant rose varieties, complemented by organic floral recreations of Greater Fort Lauderdale's natural wonders and landmarks.

As it prepares to participate for the first time in the Rose Parade, Visit Lauderdale has released a sneak peek of its custom-built float. The grand debut of the float is scheduled for 11 a.m. EST on Monday, Jan. 1, 2024, during the live telecast of the 135th Rose Parade® in Pasadena, CA, which will be broadcasted on NBC and ABC.

The 24 feet long by 18 feet wide and 55 feet high float has been designed to enhance Visit Lauderdale’s “Everyone Under the Sun” brand campaign, which warmly welcomes people of diverse cultures, ethnicities, sexual orientations, and disabilities. The float will recreate a tropical paradise through an ingenious use of organic materials. Designers will cleverly utilize up to 45,000 flowers, including 1,000 varieties of fragrant and colorful roses, along with flax seeds, Brussels sprouts, sesame seeds, blue statice, heliconia, cymbidium orchids, and more. This unique display will showcase why Greater Fort Lauderdale is an ideal destination for visitors seeking a genuinely welcoming and inclusive environment.

As part of this year’s parade theme, “Celebrating a World of Music: The Universal Language,” the float will showcase local landmarks like the Fort Lauderdale beach wave wall and a replica of the Seminole Hard Rock Hotel & Casino, affectionately known as The Guitar Hotel.

“This float will bring our exceptional destination to life and in full bloom,” Stacy Ritter says, president and CEO of Visit Lauderdale. “It’s an organic blend of sights and sounds representative of the diverse people and iconic attractions, showcasing to the world.”

The Rose Parade and Rose Bowl Game® in Pasadena have been a global attraction since its establishment in 1890. Every New Year’s Day, the procession of floats showcases exceptional floral displays, marching bands, and equestrian units along a five-and-a-half-mile path down Colorado Boulevard. The parade is anticipated to lure 700,000 onlookers along the streets and almost 22 million viewers across the United States.

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Drew Limsky

Drew Limsky



Drew Limsky joined Lifestyle Media Group in August 2020 as Editor-in-Chief of South Florida Business & Wealth. His first issue of SFBW, October 2020, heralded a reimagined structure, with new content categories and a slew of fresh visual themes. “As sort of a cross between Forbes and Robb Report, with a dash of GQ and Vogue,” Limsky says, “SFBW reflects South Florida’s increasingly sophisticated and dynamic business and cultural landscape.”

Limsky, an avid traveler, swimmer and film buff who holds a law degree and Ph.D. from New York University, likes to say, “I’m a doctor, but I can’t operate—except on your brand.” He wrote his dissertation on the nonfiction work of Joan Didion. Prior to that, Limsky received his B.A. in English, summa cum laude, from Emory University and earned his M.A. in literature at American University in connection with a Masters Scholar Award fellowship.

Limsky came to SFBW at the apex of a storied career in journalism and publishing that includes six previous lead editorial roles, including for some of the world’s best-known brands. He served as global editor-in-chief of Lexus magazine, founding editor-in-chief of custom lifestyle magazines for Cadillac and Holland America Line, and was the founding editor-in-chief of Modern Luxury Interiors South Florida. He also was the executive editor for B2B magazines for Acura and Honda Financial Services, and he served as travel editor for Conde Nast. Magazines under Limsky’s editorship have garnered more than 75 industry awards.

He has also written for many of the country’s top newspapers and magazines, including The New York Times, Washington Post, Los Angeles Times, Miami Herald, Boston Globe, USA Today, Worth, Robb Report, Afar, Time Out New York, National Geographic Traveler, Men’s Journal, Ritz-Carlton, Elite Traveler, Florida Design, Metropolis and Architectural Digest Mexico. His other clients have included Four Seasons, Acqualina Resort & Residences, Yahoo!, American Airlines, Wynn, Douglas Elliman and Corcoran. As an adjunct assistant professor, Limsky has taught journalism, film and creative writing at the City University of New York, Pace University, American University and other colleges.