Normally on this day, scores of floral-laden floats and marching bands would travel through Pasadena, cheered on by hundreds of thousands of spectators, some of whom braved the cold overnight to secure a prime viewing spot.
But in July, the New Year’s Day procession down Colorado Boulevard was canceled — for the first time in 75 years. It was a decision aimed at protecting public health, one sure to have a far-reaching financial toll on the regional and local economy as the coronavirus rages across Southern California.
The region stands to lose up to $200 million as a result of a sidelined Rose Parade and Rose Bowl game, according to a 2018 study conducted by the Enigma Research Corporation, which estimated event-related spending.