San Francisco Travel Returns to the Rose Parade® in 2027 to Celebrate the Summer of Love's 60th Anniversary | San Francisco Travel
The design of San Francisco Travel's 2027 Rose Parade float.
The design of San Francisco Travel's 2027 Rose Parade float. Credit: San Francisco Travel Association

San Francisco Travel Returns to the Rose Parade® in 2027 to Celebrate the Summer of Love's 60th Anniversary

SAN FRANCISCO, CA [Oct. 15, 2026] — The San Francisco Travel Association will return to the Rose Parade® presented by Honda on Jan. 1, 2027, bringing the color, creativity and cultural spirit of San Francisco to a global audience with “Summer of Love,” a floral tribute to the city’s famed cultural movement.

The float will launch San Francisco Travel’s Summer of Love 60th anniversary campaign and invite audiences around the world to discover how that era continues to shape the city today.

“The Summer of Love helped spark a global movement rooted in San Francisco’s creativity, sense of community and freedom of expression. Sixty years later, it continues to shape the city’s music, art and neighborhoods. We want to inspire people from around the world to come celebrate with us and experience how that spirit lives on in San Francisco today,” said Anna Marie Presutti, president and CEO of San Francisco Travel.

Following its participation in the 2026 parade, which drew a reported 34 million U.S. viewers, the organization will once again partner with float designer and builder Fiesta Productions Inc.

At the heart of the float’s design are three oversized kinetic flowers brought to life with graceful motion and vivid floral detail. A larger-than-life flower child anchors the center of the float, surrounded by a floral re-creation of the Golden Gate Bridge, colorful hearts inspired by the “Hearts in San Francisco” public art project and bold graphics evoking the counterculture era. An eclectic palette of fresh flowers and natural materials will create layers of color, texture and dimension throughout the design.

“San Francisco has always had a special energy for me. I’ve traveled the world and experienced incredible cities and cultures, yet I find a little piece of all of them in San Francisco,” said Mike Abboud, president and chief creative officer of Fiesta Productions Inc. “When I designed this float, I wanted to capture what makes this city so extraordinary. Every element reflects a different part of San Francisco’s story. For me, the Summer of Love is more than a moment in history. It represents the spirit that still defines San Francisco today: individuality, creativity, acceptance and people coming together in a city that continues to welcome the world.”

“Having lived in San Francisco, I know firsthand that what makes the city so special isn't simply its landmarks or history, but its people and the freedom to be yourself,” said Terry Madigan, president of the Pasadena Tournament of Roses. “The Summer of Love helped define that spirit, and 60 years later, its message of acceptance and belonging still resonates. It's a wonderful reflection of our 2027 Rose Parade theme, ‘Welcome,’ and I couldn't be happier to see San Francisco bring a piece of that history to Pasadena.”

Before the float makes its way down the parade route, Bay Area residents and visitors will have an opportunity to contribute to its creation. San Francisco Travel will bring elements of the float to Winter Walk presented by JPMorganChase in Union Square on December 18 and 19, 2026, inviting the public to help decorate pieces that will become part of the finished design.

The 138th Rose Parade® presented by Honda will take place on January 1, 2027, in Pasadena, California, and will be broadcast live to millions of viewers around the world. One of the most beloved New Year’s Day traditions in the United States, the Rose Parade features floral floats, marching bands and equestrian units.

Follow @onlyinsf for updates on the float and behind-the-scenes coverage.

SAN FRANCISCO TRAVEL 

San Francisco Travel is the official destination marketing organization for the City and County of San Francisco. The city is one of the top destinations for tourism and meetings in the U.S., attracting over 24 million visitors annually. In 2025, total visitor-related spending contributed $9.4 billion to the San Francisco economy and supported nearly 64,000 jobs.

For information on reservations, activities and more in San Francisco, visit www.sftravel.com. 

Follow San Francisco Travel on www.facebook.com/onlyinSF/, www.instagram.com/onlyinsf/, and www.x.com/onlyinsf. 

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