Altadena's Rose Parade Floats: 1906, 1916, 1928, 1931, 1938

While you enjoyed the 2016 Parade of Roses Tournament this year, with it's corporate sponsored megafloats and amazing eye-popping floral displays, you might have been surprised to find out there was a time when any foothills community of modest means could participate. 

1906 - Altadena School prize-winner

For almost seven decades, through the late 1960s, Altadena had a float entered in the parade. (Read more about how escalating costs forced Altadena out of the competition.)

1957 Entry

The grassroots appeal of Altadena's floats, marching bands, equestrians, grand marshals and boosterism typified the Rose Parade's small town charm when foothill communities were pivotal to the event.

1928 Altadena Mecca of the World
The discovery of King Tut's tomb created 
a fashion obsession around the world. Altadena
was not spared.

 1916 Man of War on a Bed of Roses

Check out the little local sailors on board.

By the late 1920's the Chamber of Commerce was involved, and the theme often served to promote the community. This float was all about boasting access to the great outdoors via Altadena.

1931 Bridal Path of the Foothills

1938 The Night Before Christmas
Students and teachers from Altadena elementary
school rode on this float.  

See the entire exhibit, Altadena in the Rose Parade, at AHS, 730 E. Altadena Drive, Altadena, CA 91001. We're open Monday, Tuesday and Friday from 9 am -1 pm and by appointment. We're staying open Saturdays, too, from 2 pm - 4 pm through January 16, 2016.

The exhibit runs through June 2016.

How Much Did a Rose Parade Float Cost in 1941?

About $800 to $1000.   Accounting for inflation, that would be equal to about $16,000 in 2015 money. (Today a float cost upwards of $250,000)

The Altadena Chamber of Commerce sponsored the 1942 float and in 1941 raised funds directly from the community.  Most people gave between $1 and $5 dollars.  The largest donation was $100.

The Chamber kept a record of who gave how much.

This is how the Chamber described the float:  

"On an oval base 24 feet long and 12 feet wide, all in solid heather, will be placed a large shield with an open center, topped by a beautiful golden eagle with seven foot wing spread.  Directly below the eagle is a gorgeous flower ribbon bearing the words, "Lest we Forget".

List of flowers:

• 2500 sprays of heather
• 500 red hot-house roses
• 7500 Delphinium and corn flowers
• 10,000 white pom-pom chrysanthemums
• 18,000 white narcissus, maiden hair fern and other greens
• 5,000 sweet pea flowers
• 5,000 soleil d'or and yellow and bronze mums
• Lily of Valley as funds allow 

 "America's Heroes"

Today, Rose Parade floats cost upwards of a quarter million dollars.  Altadena was priced out of the pageant in the late 1960s when cost climbed to around $10,000. (That would be equal to $67,000 in today's money.)

Visit AHS to see an exhibit featuring Altadena's participation in the Rose Parade during the last seven decades.  We're open Mondays, Tuesdays and Fridays, 9 am to 1 pm.

Our special hours are Saturdays from 2 pm to 4 pm through January 12, 2016.  That means you can come in January 2 if you're looking for something fun for all those bored house guests.

Mary Pickford and Altadena's Christmas Tree Lane

In 1940, when Mary Pickford was to be featured in a broadcast starring Christmas Tree Lane, she made a mistake when addressing the Los Angeles Chamber of Commerce. She said Christmas Tree Lane was in Pasadena.

The Altadena Chamber was quick to respond, albeit light-heartedly:

The actress promptly apologized, and with everyone's ruffled feathers smoothed, the broadcast went as scheduled.

Even star of the big screen Mary Pickford couldn't get away with mistaking Altadena for Pasadena. Some things never change.

The Pickford letters are in the AHS archives. Our collection includes many thousands of documents. Come by and visit.

Bridge from Altadena to Sierra Madre Built After 1934 Flood

The Eaton Canyon Bridge was built after the devastating 1934 flood that nearly wiped out Montrose and La Crescenta. The state-of-the-art metal structure connected Altadena to Sierra Madre via old New York Ave. and Sierra Madre Villa Rd.  

But the 1934 structure was washed away in an even bigger flood in 1969.  That was the flood that took out the El Dorado Inn. 

After that phenomenal rain, the county rebuilt New York Ave. with a concrete bridge. This is the roadway that exists today.

Note the proposed site for the future flood control debris basin
in this 1934 illustration.

The Altadenan, Thursday, April 12, 1934:

"Definite steps have been taken in the foothills area to guard against a recurrence of the terrible fire and flood disaster in La Crescenta and Montrose of several months ago.  Among those steps taken … is the establishment of a sub-station of the Arroyo Seco division, County Forestry Department. This substation is located at the mouth of Eaton Canyon on the new extension of New York Avenue from Foothill Blvd. to Sierra Madre Villa. 

The many fire houses in Altadena and Sierra Madre are given adequate protection by this department which has a 600 gallon tank fire engine.  This service is in addition to the new patrol station's real purpose which is the protection to valuable watershed in the nearby mountains. The protection of the watershed by the station is very necessary, according to forestry official. 

The recently completed road extension from Foothill Boulevard to Sierra Madre and the new bridge which crosses Eaton Wash are two of the things which make the new substation most effective." 

This 1934 map shows New York, the new bridge, and the L. A. County Forestry building. We added the red line to show where New York Ave. runs today.

The old bridge and old road are gone, but the County Forestry substation, a modest arroyo-stone shingle-style cabin-like structure, is still operating.  It's located on the east side of Eaton Canyon wash. You can still see remnants of the old bridge and road if you climb down into the wash directly east of the Eaton Canyon Nature Center.

Good Gift: Altadena History Book by Michele Zack

If your wondering what to get your favorite former Altadenan - someone who has moved away from our lovely community - consider purchasing Altadena: Between Wilderness and City by Michele Zack.

You can purchase the book online, or send a check to AHS, 730 E. Altadena Drive, Altadena CA 91001. The book is $53 and that includes tax. Add 5 bucks for shipping.

BUT …if you live in Altadena, your total cost is only $53 (no shipping) because one of our volunteers will drop the book off at your house! That's old fashioned service.

Meet the New Tournament of Roses Queen and Court

Saluting Altadena’s Seven Decades of  Participation in the Rose Parade

   The 2016 Rose Queen Erika Karen Winter and her Court of six Princesses will meet the public and inaugurate a new exhibit showcasing Altadena’s colorful history in the Rose Parade, at 3 p.m. Sunday, Dec. 6 at the Altadena Historical Society.

   The Historical Society is at the Altadena Community Center, 730 E. Altadena Drive, 91001.  The event is free and open to everyone.

 

Also present will be Madison Triplett, the 2015 Queen;
Ana Marie Acosta, 2014 Queen; and Kristina Smith,
1985 Queen, all of Altadena.

 The Queens and Princesses will form a receiving line after the 3 p.m. program, for photos and congratulations from the public. 

   The exhibit, “Altadena in the Rose Parade,” will be open from 2 to 5 p.m.  It features numerous vintage photos and articles about Altadenans’ key role in evolving the Rose Parade.

         “The Valley Hunt Club, which originated the parade and administered it for many years, was formed in an Altadena mansion.  

Hallie Woods, the very first Rose Parade Queen, was from Altadena--and helped build her own float. (1905)

 Kristina Smith, who is still an Altadena resident, was the first African-American Rose Queen in 1985.

The exhibit runs through June 30, 2016 and will be open on Mondays, Tuesdays and Fridays from 9 a.m., to 1 p.m., and on Saturdays from 2 pm to 4 pm through December and the first three weeks in January.

   The Historical Society website is altadenahistoricalsociety.org, and the phone number is (626) 797-8016.

###