Detroit Thanksgiving parade will have 9 new floats: 'That’s a record for us'
To say this is a hectic time for the Parade Company President and CEO Tony Michaels is an understatement. And that’s exactly how he likes it.
He and his team kicked off the holiday season — their busiest time of the year — with their annual pancake breakfast presented by Blue Cross Blue Shield of Michigan on Nov. 4 at their studio on Detroit's east side.
Hundreds of CEOs, sports figures and leaders like Gov. Gretchen Whitmer, U.S. Rep. Debbie Dingell, BCBSM’s Dan Loepp, Huntington’s Sandy Pierce and Steven Steinour, PNC’s Mike Bickers, Ford Fund's Mary Culler and General Motors' Terry Rhadigan and Lori Wingerter showed up to view some of the new floats that will make their debut at the parade. The celebs also took turns flipping flapjacks as part of the festivities.
Currently, Michaels and his team are wrapping up preparations for the Hob Nobble Gobble presented by Ford — an annual evening event set for Nov. 18 at Ford Field. Produced by The Parade Company, the event includes food, a carnival and live entertainment that will feature rapper Lil Jon. The ticketed event — which helps raise money for the Parade Company to underwrite other events — has been sold out for a few weeks. Over 2,000 people will attend.
Then there’s the granddaddy of them all — America’s Thanksgiving Parade presented by Gardner-White — which takes place in two weeks. It’s the 96th running of the iconic parade, which this year has the theme “Our Great City! Detroit!”
Hundreds of thousands of people will line the streets of Detroit to see Santa Claus in the parade, as well as 26 cool floats, giant papier-mache heads depicting Detroit personalities, giant balloons, clowns, marching bands and much more. Former University of Michigan basketball star and ESPN analyst Jalen Rose and the Rev. Wendell Anthony are serving as grand marshals.
And on that same day, they are staging the 40th Annual Strategic Staffing Solutions (S3) Turkey Trot held before the parade along Woodward Avenue and other streets. Thousands are expected to participate, and registration is open at theparade.org.
Michaels and a team of 17 employees and 20 freelance artists are working overtime to finish nine new floats being created for corporate sponsors for the upcoming parade.
“That’s a record for us,” he said, adding that it typically takes four to six months to complete the floats. Michaels is positive his team will get it all done in time for the parade, which will be broadcast on WDIV-TV (Channel 4), and WOMC-FM (104.3) radio, plus a pre-show with Paul W. Smith on WJR-AM (760) will be taped there from 6 a.m. to 9 a.m. The parade is syndicated and airs in 185 television markets across America.
More:Jalen Rose, Wendell Anthony named grand marshals of America's Thanksgiving Parade
“There’s an amazing energy in our parade studio as our team prepares for one of our biggest years yet, and we are grateful to our partners who are helping to make it all possible,” Michaels said.
For Michaels, it’s a juggling act. Keeping his constituencies happy — including corporate sponsors, event attendees, the volunteers who help by the thousands, Mayor Mike Duggan and the city of Detroit, Police Chief James White and the Detroit Police Department, which are part of it all as they are major community gatherings — is job one to him.
He told me he learned much about juggling and paying attention to detail by watching racing and business icon Roger Penske in action years ago when Michaels worked for Elias Brothers — which had a concessions contract at Penske’s Michigan International Speedway and other venues.
“He didn’t know me at that time, when I was young, but I learned by watching him,” he said.
The Parade Company also produces the annual Ford Fireworks in June on the Detroit riverfront in another marquee event attended by hundreds of thousands.
Michaels has run the Parade Company for 13 years. Some people might grow weary of the pressure of doing things bigger and better each year. But not Michaels. He loves the challenge and excitement of making sure the parade, fireworks and other things are bigger each time.
He’s also having success with his sponsors. Gardner-White just signed a new contract to be presenting sponsor of the parade through 2031. Rocket Mortgage signed a new contract to be the exclusive mortgage category sponsor of all their events.
“And Ford reupped their contract too for another three years (fireworks and parade float sponsorship),” he added.
And why not, as their events define the very best of the Motor City and the state of Michigan.
“Everything we do brings people together, all races, families, standing shoulder to shoulder and smiling. It’s amazing to see the power these events have as we bring people together to have fun,” he said.
He’s envisioning bigger things including moving into new headquarters at the Broadhead Armory on the Detroit River. He needs $45 million to do it (he’s raised $10 million so far).
“The new home will be a Detroit landmark serving kids, families and the entire community while becoming a tourist attraction for people from around the country and locally,” he said. He hopes to have it completed in three years.
“It’s time," he said. "This building has outlived its usefulness."
That, too, might be an understatement. I attended last Friday’s pancakes event and wondered how coffee droplets from my coffee cup kept ending up on my jacket, or so I thought. I heard someone else say the same thing until we both realized it was water droplets from the ceiling above leaking on us.
Michaels is already envisioning the ribbon cutting with the governor, mayor and 2,000 Detroit Public Schools Community District students all there to see it.
Goodfellow award for a good fellow
For his efforts, Michaels just received the 2022 Edward H. McNamara Goodfellow of the Year Award given by the Goodfellows of Detroit on Oct. 21.
“Leading significant Detroit events, Tony has produced smiles, love and good memories while also creating a positive economic impact for the city and community,” Beth Conley, president of the Detroit Goodfellows, said. “He is all about making the city better and kids happy.”
During his Goodfellows speech at Huntington Place, Michaels thanked what seemed like everyone in the room but didn’t mention much about himself.
I asked about that.
“There are so many wonderful people who have received this award, I was so honored,” he said. “But this has never been about me. This award is about celebrating people who make other people’s lives a little bit better.”
He added his team includes his board of directors and chairman Bob Riney, CEO of Henry Ford Health. “And I can’t say enough about our volunteers. They are there when we need them.”
I asked what he and his team will do after the 96th parade is in the history books.
“Well, we’ll gather the Tuesday after the holiday weekend, and start planning for next year!” he said.
Vote for Detroit's Thanksgiving parade
America’s Thanksgiving Parade presented by Gardner-White has been nominated by USA TODAY as one of the 10 Best Holiday Parades in America. The public is invited to vote for Detroit’s iconic Thanksgiving Parade as No. 1 in the 2022 USA TODAY poll.
“It is an honor to bring this amazing tradition to our community and millions around America and invite everyone to join us Thanksgiving morning,” Michaels said about the nomination.
The public can vote online through Dec. 5 at www.10best.com/awards/travel/best-holiday-parade-2022/leaderboard/
Contact Carol Cain: 248-355-7126 or clcain@cbs.com. She is senior producer/host of “Michigan Matters,” which airs 8 a.m. Sundays on CBS Detroit. See Bryan Barnett, Denise Ilitch, Coleman Young II, John McCandless and Marilyn Britten on this Sunday’s show.
This article originally appeared on Detroit Free Press: Detroit Thanksgiving parade will have 9 new floats
