TUESDAY | Jan. 6, 2009

Last week’s Tournament of Roses Parade was exactly what Southern California needed in the face of constant national publicity about our state’s daunting budget deficit, high unemployment rate and the unthinkable murder of nine people in Covina on Christmas Eve.

The organizers and sponsors of the 120th Annual Rose Parade showed the citizens of California and the world what the power of human energy and creativity can achieve when focused on a collective goal that stimulates pride in our sense of place. For two hours, thousands of citizens stood up for the passing of the American flag, saluted our men and women in uniform, reminisced about our western and agricultural heritage, tipped our hats to the entertainment industry that employs so many of our residents and celebrated with 18 area cities who sponsored floats to promote the quality of life in their communities.

The Rose Parade is an example of what can happen when businesses, volunteers, government and individual citizens come together behind a plan that is embraced for the common good of the community and the region. Yes, the parade disrupts traffic. Yes, it is a hassle for businesses and property owners along the parade route. And yes, it requires significant investment from the private sector and generates overtime hours for hundreds of city employees. Yet, none of these concerns, either individually or collectively, is any reason not to heartily affirm this all-American tradition that started in the 19th century with horse-drawn floats and a desire to show off the temperate climate of our region.

The overriding community and economic benefits to the citizens of Southern California from the Rose Parade is now so obvious that everyone involved has agreed to live with the many individual disturbances in order to celebrate and cherish this annual tribute to this place where we live and work. This is exactly the type of mentality our region’s communities, business and government must adopt in the year ahead to accelerate our economic recovery and return to prosperity.

Times were tough when the first Rose Parade was held in 1890. But that is exactly why the parade was envisioned. Let’s remember that history as we make our 2009 New Year’s resolutions. Like those early civic leaders of Pasadena who had big dreams for their community, let’s envision great things in 2009 and vigorously support projects and programs that create economic opportunities and pride in our region. Not every effort will result in a Rose Parade, but what we do in 2009 during a challenging economy can lay the foundation for building a brighter future for Los Angeles and Southern California for many years to come.

And that's The Business Perspective.

Gary L. Toebben
President & CEO
Los Angeles Area Chamber of Commerce

The Business Perspective is a weekly opinion piece by Gary Toebben, President & CEO of the Los Angeles Area Chamber of Commerce, produced with the input of Samuel Garrison, Vice President of Public Policy.

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