The Parade Company is gearing up for its spectacular 2023 America's Thanksgiving Parade® presented by Gardner White. Last year, the event was named the 2022 Best Holiday Parade in the country by USA Today, which probably doesn't surprise the over 1 million people who line up on Woodward Avenue each year to enjoy the floats, balloons, marching bands, dance teams, big heads and more.
"We have a whole lot of floats, which we build right here at The Parade Company in Detroit," says its president and CEO, Tony Michaels. "We have 26 floats that are 130 feet long and take three to four months to build. We also have 200 big heads, the largest collection in the world, of cartoon characters and famous people of Detroit."
Of course, while some of these big heads will be part of this enormous two-hour parade, others will be displayed at the Grosse Pointe Parade down Kercheval Avenue. "There are also a couple of floats that go to Grosse Pointe, including the Jazz Fest float for the Dirty Dog Jazz Cafe," he says.
The 97th America's Thanksgiving Parade starts at the Detroit Institute of Arts at 8:45 am, November 23, and is broadcast live on WDIV, Local 4, streamed live on ClickOnDetroit.com, and narrated on WOMC. It is syndicated in 185 cities across the country. Past grand marshals have included Tim Allen, Jim Leyland, and Jessica Simpson.
America's Thanksgiving Parade, first known as The Michigan Thanksgiving Parade, was first held in 1926. The Parade Company is the marketing and operating division of The Michigan Thanksgiving Parade Foundation and was founded in 1982.
As a not-for-profit, tax-exempt organization, The Michigan Thanksgiving Parade Foundation receives its funding through corporate sponsorships, foundations, and individual donations. It does not get any local, state, or federal appropriations. So, it is always in need of financial and volunteer support.
In addition to its incredible staff of 17, The Parade Company also has a volunteer corps of 1,500. Pulling off this ultra-successful event takes a lot of people and support.
"This parade is the heart and soul of this city, region, and state," says Tony. "It's hard to explain what this means to the generations who have come to this parade and stood in the same spot as their great-grandfathers, grandfathers, and parents. Our presenting sponsor, Gardner White, has re-upped through 2031, which is unheard of. That's how strong our support is in this community."
Before the parade, the company also puts on the Strategic Staffing Solutions Turkey Trot, a 10k/5k/1 mile race on Woodward Ave, which has been a tradition in Detroit for over 40 years. Thousands of people participate and often dress in colorful and fun costumes. It's often called the Parade before the Parade.
The Parade Company also produces a variety of other shows, including the stunning Ford Fireworks display (its 66th show will be on Monday, June 24, 2024) and many auxiliary fundraising and community outreach events, including the Hob Nobble Gobble®, an amazing black-tie fundraising event in collaboration with Ford with proceeds going towards the Thanksgiving Parade.
This year, it will be held on Friday, November 17, 2023, at Ford Field. Here, guests can whirl around on the flying saucers, ride the waves on the giant sea ray, spin the Ferris wheel, and go aboard a spaceship for an out-of-this-world experience. For additional fun, there will be giant carnival games to play and amazing prizes to win. Guests can also enjoy the evening's famous Parade of Stars featuring dancing elves, an entertaining marching band, and, of course, the main man himself, Santa Claus, visiting all the way from the North Pole. It all ends with a special celebrity performance (it's a secret!).
The company has also organized the Detroit Kick-off to Summer; the 1998, 1999, and 2002 Red Wings Victory Parades; the 1998 University of Michigan Rose Bowl Victory Parade; and the 1999 Big Balloon Parade staged in Green Bay, Wisconsin. The company has even assisted with the Centenary of Federation Parade in 2001 in Australia.
"We continue to grow our events in a really big way," he says. "We have a wonderful team that really, really understands the mission. We bring people together - that's what we do. We have the largest events in the state. We are so fortunate to have the greatest sponsors and people committed to our events, and it's our job to make them bigger and better than others."
Tony, who was born and raised in Grosse Pointe, became the CEO of The Parade Company in 2009 after being on the Board of Directors for over a decade. "My job was to completely improve and turn this company into something great, which it really deserves. We are now in a wonderful place."
He has accomplished many of his goals and led significant growth for the company, resulting in substantial economic impact for the region. However, he says there is still much more to do.
The company hopes to be in its new world-class headquarters at the Brodhead Armory on the Detroit River in the next two to three years. Through its Be a Heart of History campaign, it's looking to raise $45 million to accomplish this massive undertaking.
"There's going to be housing for the building of the floats and our team," says Tony. "But, it will also house the summer arts and craft camps for Detroit public school kids and be an event center. It will be one great spot and a tourist destination in the city of Detroit.
"The building is pretty blighted out right now, so we'll also be helping the Detroit riverfront. There's just a lot of good things about this project."
Tony and his wife Clarice reside in Rochester Hills and have three grown children. He was named 2022 Michiganian of the Year by the Detroit News and received the 2022 Edward H. McNamara Goodfellow of the Year Award and the Spirit of Detroit Award from the Detroit City Council. He is on the Board of Directors for the Detroit Economic Club and Henry Ford Hospital West Bloomfield and is an advisor to non-profit organizations and business and community leaders, including the Community Foundation of Greater Rochester and the Marketing Committee of the Detroit Zoo.
"Our group is so fortunate to be able to put on these events," he says. "It's people coming together shoulder to shoulder, taking in these great moments in our city, and it's our job to make them great and entertaining."
While the parade is free to watch along the three-mile route, special grandstand seating is also available, which must be purchased in advance.
To learn more about the 2023 America's Thanksgiving Parade® presented by Gardner White and The Parade Company's other events and fundraisers, and to discover how you can help support these beloved events, go to TheParade.org.
"This parade is the heart and soul of this city, region, and state."