When Americana at Brand developer Rick Caruso this week pledged $25,000 for the ailing Rose Parade float program, not only did he focus the spotlight on himself, but on Glendale’s entire business community.
Yes, it might be considered a brilliant public relations move to donate to such a high-profile program that’s at risk of being axed, but so too could it be for other high-revenue businesses.
It’s not as if Glendale is short on big earners, for whom making up the difference of roughly $24,000 to bring the “public tab” to the $50,000 threshold seems well within reach. .
With the Great Recession still wielding its influence on household budgets, it was perhaps a crapshoot to expect the public to cough up $50,000 to trigger the City Hall money needed to build and enter a float in the Tournament of Roses Parade. For the businesses that can and do step in, the goodwill return on that investment will surely pay off.