2013 IFEA/Haas & Wilkerson Pinnacle Awards

Festival & Event Critical Component Entries (44) Best Volunteer Program

Pasadena Tournament of Roses® Association Membership

Pasadena Tournament of Roses Association Membership

Table of Contents

Section 1 Overview Information……………………………………………………….... 3 a. Pasadena Tournament of Roses Association Introduction………………..... 3 b. Volunteer Membership Program…………………………………….……... 3 c. Target Audience / Attendance / Number of Participants………………...... 4 d. Program Duration and History…………………………………………….... 4 e. Volunteer Demographics………………………………………………….... 5 f. Volunteer Job Descriptions………………………………………………..... 6 g. Recruitment…………………………………………………………..……... 7 h. Communication Methods and Materials……………………………………. 8 i. Program Training…………………………………………………………… 9 j. Organization & Schedule Information……………………………..……… 10 k. Volunteer Perks & Benefits……………………………………………….. 10 l. Appreciation & Recognition………………………………………………. 11 m. Member Retention……………………………………………………….... 12 n. External Group Involvement…………………………………………....…. 12 o. Program Budget……………………………………………………………. 12 p. Overall Effectiveness / Success of Program……………………………….. 13 q. Measurable Results………………………………………………………… 13

Section 2 Supporting Question…………………………………………………………. 14

Section 3 Supporting Materials……………………………………………………….... 15

Appendix 1: Chair Handbook Appendix 2: Membership Application Appendix 3: Prospective Member Reception Video Appendix 4: New Member Orientation Packet Appendix 5: Sample Committee Operations Guide (COG) Appendix 6: Kickoff BBQ Photographs Appendix 7: 2012-2013 Membership Satisfaction Survey Appendix 8: Appreciation Plaque Appendix 9: Member Photographs

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Section 1: Overview Information a. Pasadena Tournament of Roses Association Introduction As a volunteer-driven, non-profit organization the Tournament of Roses Association brings people together to create premiere events and entertainment celebrating the New Year. The Tournament of Roses enriches the lives of the many people and organizations it touches by providing satisfying, meaningful and rewarding experiences.

Each New Year's Day, the world focuses its attention on Pasadena, California, USA, home of America's New Year Celebration®. This celebration is a greeting to the world on the first day of the year, and a salute to the community spirit and love of pageantry that have thrived in Pasadena for more than 100 years. The Tournament of Roses began in 1890 when the members of the Valley Hunt Club voted to stage, on January 1, a parade of flower-decorated horse-and-buggies and an afternoon of public games in Pasadena, California. In 1895 the all-volunteer Tournament of Roses Association was formed to produce the annual New Year’s Day festival, which today features the Rose Parade® and Rose Bowl Game®. b. Volunteer Membership Program An event as large as the Tournament of Roses requires about 80,000 hours of combined manpower each year. That manpower is supplied by 935 members of the Tournament of Roses Association. Each volunteer is assigned to one of 31 committees, with responsibilities ranging from selecting parade participants to directing visitors on New Year's Day, to hosting the press headquarters for media coverage of the Rose Bowl Game, to giving presentations about the Tournament to community groups.

Nicknamed "White Suiters" because of the distinctive white uniform every volunteer wears, these enthusiastic men and women give up their evenings, weekends and holidays to ensure the success of the Parade and Game. A small full-time staff provides support and continuity to the volunteer organization.

3 c. Target Audience / Attendance / Number of Participants

The Tournament of Roses welcomes all eligible candidates for membership, who are willing and able to diligently give their time to promoting and producing America’s New Year Celebration. New members are encouraged to anticipate spending about 40 hours on committee work their first year (over time, they will work their way up to over 200 hours per year.) The Tournament emphasizes that all membership applicants are expected to make a long-term commitment to the program.

When selecting new members, the Tournament strives to achieve and maintain a level of diversity that reflects the geographic area from which its members are chosen. The Tournament of Roses considers applicants for membership without regard to race, color, religion, sex, national or ethnic origin, disability, marital status or sexual orientation.

Membership applicants are required to meet the following criteria:

 Be at least 21 years old and no more than 64 years old on the third Thursday of January in the year in which they apply.  Live or work within 15 miles of Pasadena City Hall.  Provide two reference letters from persons who may or may not be members.  Be prepared to pay dues of $55 - $100, depending on member level.  Purchase a white suit and accessories (approximately $200 - $300).  Be available New Year’s Eve and New Year’s Day for assignments.  Participate in committee meetings and other assignments throughout the year.  Provide a statement of reason for wanting to join the Tournament of Roses.

The Tournament of Roses currently has 935 active volunteer members who volunteer over 80,000 hours each year. d. Program Duration and History Tournament of Roses members are selected in the spring of each year and placed on a committee. Each committee meets several times throughout the year and participates in a number of member events and volunteer activities. While some committees are focused on events throughout the year, most committees focus their efforts around New Year’s Day. Regardless of committee assignment, all members commit to volunteering for the duration of the year.

Volunteer commitment to the Tournament of Roses dates back to the very first tournament hosted by the Valley Hunt Club on January 1, 1890. At the time, this event was informally hosted by community members. In 1895, the all-volunteer Tournament of Roses Association was formed. The program has evolved over the last century and the roles of the volunteer members have become more defined. Today, these volunteer members are vital to the preparation and production of the Tournament of Roses’ New Year’s Day festivities.

4 e. Volunteer Demographics The Tournament of Roses considers applicants for membership without regard to race, color, religion, sex, national or ethnic origin, disability, marital status or sexual orientation. The average age of a member is 49. Additional information is available below:

2013 Membership Profile: Ethnicity

Caucasian 67% Hispanic 11% Asian 9% African American 9% Decline/Unknown 4%

2013 Membership Profile: Gender

Men 66% Women 34%

5 f. Volunteer Job Descriptions Participation in the Pasadena Tournament of Roses Association membership program is a long-term commitment, involving many levels of service and authority. Each newly selected member is initiated as a provisional associate member. After completing two years of satisfactory service to the Association, these individuals become associate members. As vacancies occur in the regular membership, new regular members (voting members) are selected from the list of associate members upon recommendation by the Membership Committee and appointment by the Executive Committee.

Each volunteer member is assigned to one of 31 committees. New members are assigned to one of the “Big Three” committees: Formation Area, Post Parade, and Parade Operations. Members remain on their first committee for two years, and then rotate to the other two for a total of six years. After six years of volunteer work, members have a solid understanding of what is involved in producing the Rose Parade. After the first six years, members may be assigned to any of the other committees, in no particular order, serving two years on each committee.

Tournament of Roses Committees:

Alumni/Social Media Communications & Credentials Community Relations Coronation/Kickoff/VIP Tailgate Decorating Places Equestrian Float Construction Float Entries Food Services Football Formation Area Heritage Host Judging Liaison & Planning Media Operations/Hall of Fame Membership Development Music Parade Operations Post Parade Press/Photo Trophy Queen & Court Services & Properties Special Events Student Ambassadors Television & Radio Tournament Auxiliary Tournament Entries Tournament Grandstands Transportation University Entertainment

Please see Appendix 1 for a detailed description of each committee’s assignments as described in the Chair Handbook.

6 g. Recruitment Tournament of Roses members are excellent recruiters; the vast majority of new members apply after hearing about an experience first-hand through a friend or coworker. Many others apply simply because they admire the Tournament and want to be involved.

The Membership Development Committee staffs an information table at various community events throughout the year, including “Post Parade: A Showcase of Floats” to tap into the community’s enthusiasm and reach out to prospective members. The Community Relations Committee gives Tournament of Roses presentations to other community groups, always including information on membership.

The Tournament of Roses website, www.tournamentofroses.com contains a description of the role of the Tournament volunteer, as well as information about membership. A link to the Director of Membership Services is provided for anyone seeking an application (Appendix 2) or more information.

Although the Tournament has an “open enrollment” policy and accepts new members throughout the year, its recruitment efforts are concentrated in late winter and early spring to give prospective members an opportunity to meet one another before the year’s events begin. In late January, all members are invited to bring friends to a Prospective Member Reception at the Tournament House. Guests watch a brief video about membership (Appendix 3), and have the opportunity to ask questions about the association.

After the Membership Development Committee reviews completed applications, applicants are invited to attend an informal group interview. The committee chair explains the Association’s expectations and applicants are asked to introduce themselves and briefly express why they want to join the Tournament of Roses.

Following the interview, the Membership Development Committee selects the new members according to the applicants’ qualifications and the number of available openings. Applicants who are selected receive a letter inviting them to the New Member Orientation. Those who are not selected receive a letter encouraging them to apply again the following year.

7 h. Communication Methods and Materials

Communication between the Tournament of Roses Association and members is coordinated through the office of the Director of Membership Services. The director is responsible for maintaining a record of current members, arranging meetings and events, and distributing general information.

All new members are provided with a Membership Services Guide (Appendix 4.) This guide introduces members to the services available to them at Tournament House, and lists the cost and availability of merchandise.

Each year, a complete membership roster is printed and mailed to all members. Tournament news announcements (Grand Marshal, selection of Rose Bowl Game teams, etc.), member obituaries and other updates are emailed to the entire membership.

Committee meeting notices are emailed to members two weeks prior to each meeting. Members click on an R.S.V.P. link and a report of R.S.V.P.s is generated for that committee’s chair. Members without email receive meeting and event invitations by mail and are welcome to R.S.V.P. by postcard.

Most communication between the Director of Membership Services and members is provided through the Tournament of Roses member website, members.tournamentofroses.com. This site provides important information for committees and individuals, including event calendars, agendas, minutes, handbooks, and other internal information.

Committee chairs are responsible for providing leadership and guidance to each committee for planning, organizing, implementing, and evaluating performance. The Chair Handbook (Appendix 1) provides detailed information for chairs regarding Tournament of Roses procedures, committee budgets, staff support, etc.

All members are given a Member Handbook (Appendix 4) at the New Member Orientation. This handbook details Tournament policies and procedures, committee structures and mission statements, leadership opportunities, and more.

All committees operate according to a Committee Operations Guide (COG) (Appendix 5.) Chairs use this guide, as well as previous chairs’ reports, to provide continuity each year.

At the end of each year, it is each chair’s responsibility to update his or her COG, adding new information and eliminating or correcting information that is no longer current. The revised COG is submitted to the staff coordinator for approval and a copy is provided to the Director of Membership Services for database entry.

8 i. Program Training Each June, the Tournament hosts a New Member Orientation. Here, new members have the opportunity to meet one another. Members also receive a packet including the following:

 Name badge, membership pin and theme pin.  Member Handbook.  Key Message Points for Members  Historical information on the Tournament of Roses, including all themes, Presidents, Grand Marshals, Rose Queens, etc. since 1890  Log-in information for the member website  White Suit guidelines with vendor information  The Association’s Harassment Policy and Standards of Conduct  Membership Services Guide

For samples of each, please see Appendix 4.

An integral part of the Tournament of Roses volunteer training is the “first year learn, second year teach” philosophy, which allows experienced committee members to train incoming members. While serving on a committee for two years, each member will learn their first year and teach their second.

Each Committee Operations Guide (COG) details the operations, procedures and timeline for that committee. Each member is assigned to a committee and presented with the applicable COG. That COG will direct that committee’s operations for the duration of the year.

The Chair Handbook provides detailed information to committee chairs regarding Tournament of Roses procedures, committee budgets, working with staff, etc.

Leadership training seminars are offered each year to committee chairs and vice chairs, free of charge. The seminars are conducted by Leadership Pasadena® (a community volunteer organization) and are designed to address situations, issues and events specific to the Tournament of Roses.

9 j. Organization & Schedule Information At the start of the year, each committee chair will draft a detailed committee activities schedule including meetings, major tasks, events, and other significant work. For each major activity, the chair will also prepare a “hustle sheet” including the time, place, activity, and person(s) responsible, and distribute the list to those affected including other committees, and staff liaisons.

The Director of Membership Services is assisted by the entire Tournament House front office staff. These men and women are available during regular business hours (and extended New Year’s holiday hours) to provide assistance to all members. Chairs and other senior level members also have designated mailboxes at the Tournament House front desk

k. Volunteer Perks & Benefits Members often express that the non-tangible rewards they receive from their volunteer work with the Tournament outweigh the tangible. Through the membership program, these men and women enjoy the opportunity to contribute to the community, develop friendships, engage in challenging assignments, have fun, and take pride in being a Tournament of Roses member.

In addition to these priceless rewards, members also receive unique privileges and invitations to special events.

Members receive complimentary tickets to the Rose Bowl Game (number of tickets and seat location are tied to years of service) and have the opportunity to purchase additional tickets (the Rose Bowl Game is a contractual sellout, and tickets are usually difficult to buy).

Held in June each year, the All-Member Family Picnic is specifically designed to show appreciation for members and their families. Held at a local park, this event includes picnic fare, beverages, a beer garden for adults, and activities and games for all.

The Kickoff BBQ is held on the Rose Bowl field in mid-September, to kick off the “Tournament Season.” This members-only event includes a full catered BBQ dinner, hosted bar, and golf and tennis tournaments. (Appendix 6)

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l. Appreciation & Recognition The Tournament of Roses honors its members from the day they join the program. New members are invited to attend a New Member Orientation where they are presented with a plaque signed by the President of the Association.

Held each December at Tournament House, the Member Appreciation Reception is free to all members and their families. Guests enjoy catered hors d’oeuvres and sandwiches, and are greeted by the Grand Marshal and the Tournament’s Royal Court.

Each member is evaluated by his or her committee chair at the end of the year. Evaluation scores are entered in the member database and are used primarily to identify leadership potential. Vice chairs are evaluated by chairs. Chairs and directors are evaluated by their Executive Committee coordinator.

Promotion from provisional associate member to associate member is automatic after the first two years of satisfactory service.

Promotion from associate member to regular (voting) member is based on years of service and performance, and typically happens in a member’s fourteenth or fifteenth year.

Promotion to vice chair, director, and Executive Committee is based on performance and demonstrated leadership potential. A member promoted from director to Executive Committee begins a seven-year progression towards one year as President:

• Vice President – 4 years • Treasurer – 1 year • Secretary – 1 year • Executive Vice President – 1 year • President – 1 year

The President enjoys the privilege of selecting the Parade theme and Grand Marshal. Following his or her Presidential year, the immediate Past President remains on the Executive Committee for one year and chairs the Football Committee. Past Presidents are also referred to as Life Directors, and remain on the Board of Directors for life.

11 m. Member Retention In January of each year, a survey is distributed to all active members inviting them to anonymously evaluate their committee experience for the previous year. Survey results are distributed to chairs, directors and Executive Committee, who review each committee’s performance. The survey is useful in soliciting helpful suggestions from members, as well as evaluating the effectiveness of the committee, chair and vice chair. Periodically, a survey of the entire membership (Appendix 7) is conducted to assess their level of satisfaction within the organization.

After five years of service, a member is presented with a special plaque with a “5 years” rose at the bottom. Every five years the member receives another rose (Appendix 8.) Members with at least 25 years receive a blue membership pin, and are permitted to choose their committee assignments.

n. External Group Involvement The Tournament of Roses membership is supported by the Student Ambassador Program. This program promotes volunteerism with the youth of the greater Pasadena community; two seniors from each of the high schools in the Pasadena Community College Trustees District are selected to volunteer for specific duties related to the Parade and its associated events.

Selected students are first invited to an orientation dinner at Tournament House in September. In the months following, students receive training on the mechanics of float construction, a tour the Rose Bowl Stadium, and hear from important guest speakers. After assisting various committees and in the production of the Rose Parade, student ambassadors are celebrated at a graduation bowling event in January, receive certificates from the Tournament’s President at a meeting in February, and are honored by the Pasadena City Council in March.

o. Program Budget The membership program revenue budget for the fiscal year ended 4/30/2013 was $82,800. Primarily generated through dues, the actual revenue for that fiscal year came in at $79,214.

The expense budget for the membership program for the fiscal year ended 4/30/2013 was $431,665. Funded by the Association, actual expenses for membership events and recognition programs for that fiscal year came in at $431,049.

12 p. Overall Effectiveness / Success of Program Each year, the Tournament of Roses membership successfully executes its New Year’s Day events and the 2012-2013 year was no exception. Not only did the volunteers provide the necessary manpower to support each event, but demand to join the program was sufficient to maintain membership numbers for another year.

2012-2013 Membership Strength

 Changes in Membership Since 6/1/2012 o 31 resignations/drops (96.8% retention) o 25 retired (as mandated by bylaws) o 2 inactive o 1 deceased  59 Openings  59 New members  935 Membership Count Maintained

q. Measurable Results The Pasadena Tournament of Roses Association is unlike others in that it was founded by volunteers and is still supported by volunteers to this day. Between Tournament House tour guests, attendees at the Rose Parade and Rose Bowl Game, and visitors to Tournament’s smaller events, there is no ratio of volunteers-to-guests or volunteers-to-financial value that could accurately describe the massive impact of these volunteers. Additionally, local law enforcement agencies and other numerous other groups assist in the overall production of Tournament events, making a ratio even harder to determine. But volunteers are the backbone of the Tournament of Roses; without them there would be no “America’s New Year Celebration” as we know it.

Member Time Commitment

 935 volunteer members  Over 80,000 hours volunteered annually.  20 – 200 hours per member, depending on committee assignment.  Over 200 hours for members in leadership positions.  Most members prefer the committees requiring more commitment and responsibility.  Members have the opportunity to assist other committees as “extra-duty” volunteers.

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Section 2: Supporting Question

What did you do to update / change this program from the year before? Were your updates / changes successful? Please provide measurable results / examples.

On January 1, 2014 the Pasadena Tournament of Roses Association will celebrate the 100th Rose Bowl Game and 125th Rose Parade. For over a century, the Tournament has improved and refined its membership program, building it into the well-oiled operation it is today. New members join this impressive legacy and are able to reap the benefits of 120 years of experience.

Though the program itself has not greatly changed, the Tournament’s Director of Membership Services has made a great effort to improve communication methods with through technology. These efforts include:

 Improving the phone conferencing system  Substituting email for mail when able, in order to reduce paper usage  Encouraging members to log in to the member website for access to committee calendars and important documents Using these improved methods, the Director or Membership Services has successfully improved the membership program in the following areas:

 A better conference call system allows committee members, when unable to attend meetings at Tournament House, to participate in important discussions. With greater conferencing ability, chairs can draft longer work plans and accomplish more during the year.  Digital meeting requests allow members to quickly rearrange meeting dates and times, to accommodate their work/time constraints and family obligations. This method has led to larger attendance at meetings.  Increased use of the member website has led to better overall committee communication and preparation for Parade and Game volunteer assignments.

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Section 3: Supporting Materials

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