Business Profile: Sharp Seating

For the best Rose Parade seats, there is only one place to turn: Sharp Seating. – Photo by Terry Miller

By J. Shadé Quintanilla

One of the most anticipated events on the year, the Rose Parade brings thousands looking for an experience of a lifetime along Colorado Boulevard. Who’s responsible for making sure parade-goers have a seat for show? Sharp Seating is.

Established about 85 years ago, Sharp Seating was one of the first companies to build a grandstand for the Rose Parade. Jack Milne, the 1937 World Speedway Racing Champion and America’s first motorcycle racer to ever win a world championship, first built bleachers in front of his car dealership in Pasadena and along the front of the parade.

“We’re not the first ever to build a grandstand for the parade, but probably the second,” said Sindee Riboli, current president of the company.

What started as a few bleachers along the parade route lead Sharp Seating into becoming the official seating company for the world renowned New Year’s parade. As the official seating company, Sharp Seating builds all of the grandstands along route, creating around 85,000 seats for spectators. Tickets for seats on the grandstands range between $48 and $95 and parking is between $30 and $60 (RV parking is $250 and up). Sharp Seating begins selling these tickets the first working day in February, and even early in the year, the company is “jam-packed” with ticket requests.

In addition, the company sells tickets to events before and after the parade. Interested parade goers have their pick of a variety of events including the Equestfest and Bandfest. According to Riboli, although customers’ interests vary, one of the most popular events Sharp Seating sells tickets for is decorating places. Spectators can witness the decorating process for the floats during the days leading up to the parade at three different locations in Pasadena. Another popular event is Post Parade, where up to 15,000 ticket holders can get an up-close and personal view of all of the featured floats.

Riboli been working for the company for over 30 years and has been involved with the Rose Parade ever since she was a child. She cannot pinpoint a favorite parade because every year is special and unique, but she loves her job because she can help put on unforgettable event every year.

“I’m just one component of the picture, but I think it’s a lot more exciting and fun in selling widgets,” she said “We get to make people’s dreams come true–we get to fill their bucket list. We get to make people happy.”

Although most of the better seats have already been sold, Sharp Seating still has plenty of tickets available for those interested. According to Riboli, attendees for the 2016 parade should except to see a whimsical float from Trader’s Joes and one of the largest high school bands—with 775 band members—to ever walk the parade route.

The ticket office for Sharp Seating is located at 1737 E. Colorado Blvd. in Pasadena. For tickets or more information, please call (626) 795-4171 or visit www.sharpseating.com.

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