Every New Year’s Day, the world turns to Pasadena for a tradition more than a century old. But for the first time in two decades, it may rain, and that raises concerns for this iconic event. While the 137th Rose Parade may come with rain, organizers and businesses don’t think this will keep v isitors away.  They say it’s a tradition that unites people no matter the forecast. “The last time it rained was 2006 during the parade. It was coming down pretty good, I was there myself but these diehard fans are there, they want to see the parade, they’re there often it’s a tradition,” said Lisa Derderian, Pasadena’s Public Information Officer.  Derderian says it’s only rained 10 times in the parade’s 137 year history. But rain or shine, the event is always about perseverance.  The theme this year is “The Magic in Teamwork” and comes after a difficult year here in LA – from the devastating fires – to the immigration raids – to inflation. “The fires really hurt, and then obviously all of June was the ICE raids I came in one Sunday morning and my whole kitchen was gone and I had to call them back one by one and promise them that I would be with them and all of it would be all right and then the tariffs came and meat prices went up,” said Armen Shirvanian, owner of Mi Piace Restaurant. Shirvanian said that being on the parade route helps bring in business for the entire week surrounding new year’s day.  Some Pasadena retailers and restaurants say revenue is down about 70 percent this year compared to 2025, and they rely on this annual tradition that typically draws in about 800 thousand visitors. “We’re so excited about the out of town teams, especially the football tradition team, they travel well, and come out and be spending money. Alabama and Indiana fans will help us,” said Jack Huang, owner of Hawg Heaven Restaurant. “I think people will still come out and we have a big space to shelter people if they get too cold and wet and hungry and thirsty.” For anyone attending the event, umbrellas are not allowed along the route or in the stands because it impedes viewing and can be a safety concern if there’s wind. People are allowed to start setting up and camping out along the route at noon on New Year’s Eve. ...read more read less