The Rose Parade has provided a colorful and wonderfully aromatic reminder to stop and smell the roses. Now, organizers at the Tournament of Roses (TofR) want to give parade week attendees a chance to engage their taste buds as well, with the creation of a new food, wine and beer-tasting event called Sip & Savor.

Taking place Friday through Sunday next to the Rosemont Pavilion, where the final touches on all the parade floats’ flowers occur, the culinary extravaganza offers those who come to see those decorations have an even greater time. Nearly a dozen local eateries — ranging from delicious pizzas and pastas from Prince of Venice and gourmet cotton candy with a Latin twist from Twisted to Lucille’s Smokehouse Bar-B-Que and the “Mexican coastal kitchen” Pez Cantina — will offer tasty eats.

Meanwhile, 17 top vintners will be providing their best wines, while craft beers will be on hand from Highpoint, Angel City Brewery and Alosta. The Paso Robles-based Firestone-Walker Brewing Co. will take things to another level by hosting a Sports Bar, complete with six large-screen TV monitors so no one has to miss a minute of big-game action.

But the fun doesn’t stop there, as the Grammy Award-winning Mariachi Divas headline a multi-band lineup all three nights on bills that include 1980s cover bands, ska, classic rock and a Beatles tribute act. The goal is to lure more party-minded people into the Pavilion, while also providing them with plenty of fun to keep them there a while — thus providing much greater exposure for the sponsors behind the illustrious floats.

“We’re very enthusiastic about this new way of extending the fun, excitement, and anticipation of the Rose Parade for locals and out-of-town guests alike,” says David Eads, executive director and CEO of the Pasadena Tournament of Roses. “Guests will get the best of both worlds as they get an up close and intimate look at our beautiful Rose Parade floats and then enjoy the great food, family fun and entertainment of our new event offering.”

General admission to the event for all ages 5 and up is $15, and includes admission to both the culinary event and to Tournament of Roses float decorating place, but does not include tasting tickets. Individual tasting tickets are $3 each and each sample will require from one to three tickets apiece.

The Sip & Savor Starter Package offers eight tasting tickets for $20, while the Silver Package includes 15 tickets for $35 and the Gold Package includes 22 tickets for $50.

VIP admission is available for $150 to adults 21 and over only and includes admission to both Sip & Savor and the float decorating area but also unlimited food and beverage tastings within the event. There will also be a special VIP Tent for premium attendees, as well as private restrooms.

“Our entire team is immensely proud to partner with the Tournament of Roses to take the Rose Parade experience to a whole new level,” adds Craig Bugajski, CEO of Artistic Entertainment Services, which produces Sip & Savor. “As the producers of SIP & Savor, it’s a terrific opportunity for us to take an iconic event like the Rose Parade and build upon the success of this historic brand with this new and exciting event.”

Sip & Savor takes place from 11 a.m. to 8 p.m. Fri.-Sun. at the Jackie Robinson Memorial Field, located at  Rosemont Pavilion, 700 Seco St., Pasadena. Visit