TOURNAMENT OF ROSES

CAPTURING A LEGACY IN MOTION

Client Overview
For over 135 years, the Rose Parade has been a cultural icon, preceding the Rose Bowl Game and drawing millions of viewers worldwide. In 2023, the Tournament of Roses made history by appointing an all-woman-led photography team to capture the parade’s spirit. Solhaus Media was selected as part of this groundbreaking media team under the direction of Kathy Schuh Photography, helping redefine what event coverage can look like for an event with this much tradition.

The Challenge

The Tournament needed photography that went beyond static images of floats and marching bands. They wanted coverage that told the story of the parade as a living, breathing experience, highlighting not just the spectacle, but the people, energy, and emotion behind the scenes. With thousands of participants, volunteers, and attendees, the challenge was to deliver comprehensive coverage without sacrificing authenticity or artistry.

The Solution

Solhaus Media delivered photojournalistic coverage rooted in narrative and nuance, ensuring that every frame added depth to the Tournament’s visual archive. Our team produced:

  • Comprehensive Event Gallery: Capturing every major category of the parade, from equestrian units and vintage cars to world-class marching bands and elaborately designed floats.

  • Attendee and Volunteer Features: Showcasing the excitement, diversity, and community spirit that fuel the Rose Parade.

  • Curated Top 25 Images: A handpicked selection of the most striking and memorable shots for immediate use in marketing and PR efforts.

The Impact

The Tournament of Roses gained a robust visual library that serves multiple purposes year-round:

  • Strengthening donor and sponsor engagement through high-quality imagery.

  • Enhancing press kits and media coverage with photos that convey the grandeur and humanity of the event.

  • Building long-term brand equity by preserving a modern, dynamic visual record of a 135-year tradition.

Our work ensured that the Rose Parade was not only seen but felt, giving the Tournament a powerful collection of assets that honor its legacy while keeping its story relevant for future generations.

Featured Deliverables:

  • Full photo gallery categorized for easy use

  • Highlight reel of Top 25 images for marketing and PR

  • Authentic, narrative-driven event coverage

Your legacy deserves visuals that last.