Pasadena to Cash in on Rose Parade, Bowl Game

PASADENA, Calif. (KTLA) — The city of Pasadena is ready for its closeup, as the upcoming Rose Parade and Rose Bowl game promise to bring big business.

Restaurants and stores in the area are expected to cash in when visitors pack the city to watch the parade and the football game.

An estimated one million people will line the streets of Pasadena to take in the Rose Parade.

The parade is watched by 33 million people in 22 countries around the world. Local residents say that it has put Pasadena on the map.

On top of that, the Rose Bowl is one of the most highly attended college bowl games.

Pasadena city officials expect to generate about $40 million from the influx of visitors who will be dining, shopping and staying in hotels.

“We get a lot of foot traffic into our store,” said one woman, who works at Urban Outfitters. “We are definitely busy.”

“I expect craziness,” said another woman, who works in Old Town Pasadena. “It’s going to be a madhouse with how many people are coming out.”

“But it’s an amazing energy that you see with all these people coming out and visiting us.”

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