The Rose Queen and Court Need a Raise

The Rose Queen and Court are in the headlines this month as the online application for participation opened in August. This year the pool of candidates has expanded with the inclusion of additional Zip Codes in Los Angeles.

New also this year is the requirement that candidates must identify as female.

But we here at LNP want to bring another matter for consideration to the Tournament of Roses Association (TORA) leadership.

Until 2019, The Rose Queen and Court received $2,500 each in scholarship funds to carry out their extensive Rose Parade and Rose Bowl duties. With the average Rose Queen Court participant dedicating (best estimate) 300 hours from September through January, the 2019 hourly rate was way less than minimum wage. The Tournament of Roses Association officials generously tripled the scholarship in 2019 to $7,500 per princess.

From the TORA media offices, we learned (registered trademark indicators are theirs):

The Rose Queen® and Rose Court are cherished traditions of the Pasadena Tournament of Roses®. Each Rose Court brings diverse strengths and perspectives to its role as ambassador, exemplifying the vibrant spirit of the Tournament of Roses, Pasadena and surrounding communities.

In the months leading up to the Rose Parade® and Rose Bowl Game, the seven members of the Rose Court are immersed in service opportunities and activities within the community. The number of events they participate in varies yearly; we do not calculate the number of hours.

The Rose Court experience is a priceless opportunity, offering a unique blend of personal growth, community service and unforgettable memories.

The Tournament of Roses, in its dedication to educational empowerment, offers a scholarship to each member of the Rose Court. The amount increased significantly from $2,500 to $7,500, beginning with the 2020 Rose Court.

In addition, members of the Rose Court receive many benefits, including in-depth personal/professional development and training, and a wardrobe, jewelry and hair/makeup services and supplies provided by our long-time sponsors and partners.

Past Rose Court members have utilized the personal development skills they received, including lessons in leadership, social media, and etiquette training, in their educational and professional careers. These experiences enhance their public speaking skills and build self-confidence, which they carry with them for a lifetime.

The Rose Court experience culminates with two once-in-a-lifetime events: riding in the Rose Parade and recognition on the field at the Rose Bowl Game®.

But there has not been a single farthing increase in the last five years for these female scholars who, forsaking all else, basically live, eat and breathe roses for four months. Even with the Consumer Price Index (CPI-U) in the US increasing by 19 percent from 2019-2024 and the prices of noncore components of the CPI-U, such as shelter, food and energy, rising by more than 25 percent, the scholarship rate for these young women remains the same.

Priced out of an education?

The last time we checked, they don’t accept the Rose Queen and Court’s clothing allowance as tuition payment at the Pasadena City College Bursar’s office. A scholarship award of $7,500 doesn’t go very far these days, even at reasonably priced PCC, which outlines average costs on their Web site, comparing annual expenses for students who live at home vs. students who live away from home for a nine-month school year, the totals range from $17,387 to $27,665.

PCC Nine-Month Budget – Full Time Students

Based upon an average of 12 units per term, 2023-2024:

Where’s the economic benefit of the revenue increase for local nonprofits?

Since 2019, the Tournament of Roses’ annual revenue has increased from $101 million to $111 million, with current assets valued at $45,139,385. The ladies of the 2023 Rose Queen and Court received a combined $52,500 of the $111 million budget. On 2023 tax returns, Pac12 and Big10 football, solely composed of male athletes, reported receiving an eye-popping $41,929,871 EACH in contractual revenue sharing from TORA.

TORA’s 59-page Annual Economic Impact Survey is replete with local, national and international figures, outlining the event-related parade and bowl game revenues, e.g., a total of $35.7 million in sales tax to the local economy. However, its federal tax return is short on details as to why TORA pledges only $5,644 to Pasadena City College yet donates $16,000 to the National Football Foundation and $10,000 each to Northwest University and Arizona State. You can view their full 990 filings at ProPublica.org.

In addition to the Rose Queen and Court and PCC, TORA’s lack of Cost of Living Adjustment (COLA) increases also extends to the Tournament of Roses Foundation, allocating a yearly $125,000 for the Foundation to administer grants to support valuable local programs. This amount also has not increased in five years, not to mention the lack of increase in donations to the Pasadena Educational Foundation.

Our Other Economic Development Beef – Buy Local

Dudes, when half of Hollywood is out of a job, why are you spending $724k for a company based in Newport Coast, Orange County’s priciest neighborhood, to do “creative, broadcast production” and hiring a company to do “equipment rentals, security, and logistics” from Philadelphia? And couldn’t you find a Pasadena accountant to do your taxes instead of farming it out to a company in Rancho Cucamonga?

Please tell us they all have local offices in Pasadena.

Maybe fewer first-class plane tickets could provide the 19 percent COLA increase to boost the ladies’ scholarship amounts and help increase the allocations to PCC, PEF and the TOR Foundation.

From TORA’s 2023 tax return, here’s what we’re talking about…

"THE PRESIDENT OF THE ASSOCIATION MAKES SEVERAL TRIPS PER YEAR, MOSTLY VISITS TO PARTICIPATING BANDS, TO HELP PROMOTE A BAND'S PARTICIPATION IN THE UPCOMING ROSE PARADE TO HELP THE BAND FUND RAISE. THE PRESIDENT AND SPOUSE MAY TRAVEL FIRST CLASS AT THE ASSOCIATION'S EXPENSE FOR ALL BUSINESS TRAVEL. CERTAIN OTHER TRIPS ARE DEEMED APPROPRIATE FOR THE SPOUSE TO ACCOMPANY THE TRAVELING VOLUNTEER OR EMPLOYEE AND IN SUCH INSTANCES, THE ASSOCIATION WILL PAY FOR SUCH TRAVEL. NO OTHER PERSONS ARE ALLOWED TO FLY FIRST CLASS UNLESS SUCH PERSONS ARE FLYING IN SUBSTITUTION FOR THE PRESIDENT TO A BAND VISIT. ALL SUCH TRAVELS ARE IN ACCORDANCE WITH WRITTEN POLICIES. THE ASSOCIATION PAYS THE DUES TO THE UNIVERSITY CLUB OF PASADENA ON BEHALF OF THE EXECUTIVE DIRECTOR/CEO."

We priced first-class plane rides from LAX to Tokyo, just for fun. The least expensive tickets we found were $29,000 each to, say, review the marching band from Nagoya. That means a single round-trip flight for two by the TORA president and spouse would exceed the entire scholarship budget for the Rose Court.

Now that’s something to think about.