Almost all cities, nonprofits and companies invited to participate in the Rose Parade must hire a professional float builder to design and construct the Rose Parade entry. Cities such as South Pasadena have traditionally entered a "self-built" float and continue to do so with permission from the Tournament of Roses. Entries typically cost between $100,000 and $300,000. The Roseville City Council has authorized a community fundraising goal of $200,000 for the 2009 City of Roseville float entry.

Following interviews with several float builders and consideration of numerous criteria, the Rose Parade and Centennial Committees selected Phoenix Decorating Company to prepare the City’s float design and sign a contract with the City of Roseville.

Check out the high-resolution photograph of the finished rose parade float.