Business & Economy

Rose Parade hires away Macy's parade exec in bid for younger audience

The band Earth, Wind & Fire plays atop a float depicting the Inglewood Forum for the 2018 Rose Parade audience. The addition of live entertainment to a float is an example of how the parade is amping up the entertainment on the floral-covered floats.
The band Earth, Wind & Fire plays atop a float depicting the Inglewood Forum for the 2018 Rose Parade audience. The addition of live entertainment to a float is an example of how the parade is amping up the entertainment on the floral-covered floats.
Sharon McNary/KPCC

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A management overhaul is underway at the Tournament of Roses, the organization that puts on the annual Near Year's Day Rose Parade.

Amy Kule is taking on the job of Chief Creative and Development Officer. She's a former executive producer of the Macy's Thanksgiving Day Parade and other live events. 

Her challenge is to get the whole organization behind the mission to entice more exciting entries. The goal? Winning a younger audience to a parade that dates back to 1890.