News

Vera Bradley at the Tournament of Roses Parade

BY Kimberly Milentis, Event Coordinator

pasadena, california (June 1, 2009) —

Monday, December 29:

Our Marketing team and I arrived in sunny Pasadena, California, with a full agenda, high hopes and great enthusiasm to see our beautiful Vera Bradley Hope Grows float in the Tournament of Roses® Rose Parade® and kick off our new Hope Grows campaign.

As I entered the “float barn” I was amazed with all that was taking place. Hundreds of school children and teachers from the area surrounded the huge structures. The positive energy in the place was electric. As I made my way toward the back of the warehouse I noticed some familiar colors — Cupcakes Green, Cupcakes Pink, Purple Punch, and then there it was …our Hope Grows float! It was breathtaking! I was in complete awe of the unbelievable details—mums, daffodils, gerberas were among the thousands of flowers our float builder, Festival Artists, used to bring our float to life. It took one year to design and build the float, and the end result was absolutely beautiful.

Tuesday, December 30:

The float celebratory decorating party was an exclusive reception for 125 guests. Guests enjoyed appetizers, drinks, gifts and time to put their own personal touches on the Vera Bradley Hope Grows float. Adults and children enjoyed seeing the float and learning about the Vera Bradley Hope Grows campaign. As people departed, it was evident that Parade Day would be an amazing experience for all involved.

Wednesday, December 31:

Not only was it the last day of December, it was also float judging day. The floats were taken out of the “float barn,” the appropriate music was cued, and people took their places on the floats. Judges took their notes as they passed each float. Everyone was quiet and focused as the judges walked by. After each float was judged everyone clapped and cheered.

Thursday, January 1:

Happy New Year! It is January 1st and I feel so lucky to be a part of a parade that hundreds of thousands of people will view. What a day. The air is crisp and the sun is shining. As I sit on the cold bleachers awaiting the parade, I am in awe of the hundreds of individuals around me. Some people are here just to enjoy and others because they have some part in a float or their son or daughter is playing in one of the bands. As the Hope Grows float approached the corner, the crowd was calm and quiet and then the clapping and cheering started! It was one of the most overwhelming sites as our four breast cancer survivors, including actress Cynthia Nixon and Vera Bradley Foundation Development Ambassador Heidi Floyd, waved to the crowd.

I was as proud as ever knowing that the Vera Bradley Hope Grows float debuted and delivered one of the best messages possible for those who are not aware of our Vera Bradley Foundation for Breast Cancer.

By the way, the Hope Grows float won the Director’s Award! How exciting! Especially as this was our first time creating a float for the Tournament of Roses® Rose Parade®.