For Public Storage Inc., the first time was the charm.
The self-storage REIT’s inaugural entry in the annual Rose Parade grabbed the Grand Marshal’s Award, which recognizes “excellence in creative concept and design.” Public Storage was the first self-storage company to ever enter a float in the parade, which precedes the annual Rose Bowl college football game.
As explained by Public Storage, “Adventures in Space” started as a single float, featuring three aliens aboard a spaceship. The ship opened 45 feet into the air, ramps descended, and the three aliens left the ship in their own vehicles. The aliens then re-entered the ship.
Letters on the float spelled out a “secret” out-of-this-world message: “We’ll Treat Your Stuff Like It’s Our Stuff!”
Parts of the float were prepared at 33 regional Public Storage offices around the U.S. In all, Public Storage employs about 5,000 people at more than 2,100 locations in 38 states.
“One of the things that was important to us is that the whole company was able to participate in this. … We didn’t want this to be something just for Southern California. We wanted everyone in the company to see this rolling down Colorado Boulevard and feel like this was their float,” David Collins, Public Storage’s director of corporate marketing, told the Glendale News-Press.
The Public Storage float–decorated with flowers and other all-natural materials–was designed by Charles Meier, owner and creative director of Paradiso Parade Floats.
The Rose Parade took place New Year’s Day on Colorado Boulevard in Pasadena, CA, not far from Public Storage’s headquarters in Glendale. Thirty-nine floats competed for awards in this year’s parade.
Photo courtesy of Zap2it