Is there a global cost-benefit comparison of these two “branding” expenses? —
1. The Northstar Destination Strategies branding contract – around $146,000 total
2. The Glendale Rose Float – around $130,000 this year and annually
Continuity and community spirit can’t be complete quantified. However, given the choice between the two above, I’d opt for continuing a 98-year tradition of participation in a local event (almost no travel costs required) that gets global attention and gives viewers an image of Glendale as a vital, connected Southern California community.
Sadly, the Northstar money is already spent. It will be interesting to see what they come up with.