BET OF ROSES

Las Vegas Sands Corp. executives found a way to introduce their $1.8 billion Palazzo to potentially 40 million television viewers -- sponsor a float in the Jan. 1 Tournament of Roses Parade in Pasadena, Calif.

When Rob Goldstein, president of the Palazzo and its sister property, The Venetian, was presented with the idea by his hotel's marketing staff, he immediately agreed.

"(The Rose Parade) is an American tradition," Goldstein said. "It's a great idea to be a part of it."

Titled "Viva Italia," the 62-foot-long float will lead off the Rose Parade and will serve as the stage and backdrop for the opening ceremonies, which will be broadcast live over several networks.

The theme of the 119th Rose Parade is "Passport to the World." Celebrity chef Emeril Lagasse, who operates Delmonico Steakhouse in The Venetian and is opening Table 10 at the Palazzo, is the parade's grand marshal.

Goldstein wouldn't give a cost for the float, but CL Keedy III, president of the Tournament of Roses Parade, said the Palazzo-Venetian entry could carry a price tag of between $250,000 and $500,000.

"It depends upon the flowers and the different varieties they use. That could drive up the costs," Keedy said.

Goldstein said the budget was worth the exposure the company will get for its new 3,000-room hotel-casino, which opens Dec. 28. The company is planning a grand opening celebration for the property in the middle of January.

"Southern California is an important and natural feeder market for us," Goldstein said. "So is the nation, for that matter."

One half of the float will highlight the Palazzo with its architectural style and awnings. The other half will feature The Venetian's identifiable Venice landmarks, Campanile Tower and Doge's Palace. The two properties will be connected by a bridge. The highest point of the float will rise 28 feet. Performers dressed in Italian-themed costumes will ride on the float along the 51/2-mile parade route down Colorado Boulevard.

All features on the float will be immortalized in flowers, incorporating an assortment of materials including golden flax, white sesame seed, peach lentil, red millet, safflower, dehydrated carrot and red bell pepper with accents of rice and eucalyptus leaves.

A gondola will be made of black seaweed and red carnations, overlaid in gold strawflower petals, and will float in floral water created with blue iris accented with white roses and orchids. More than 30,000 roses will be featured in the gardens and floral displays.

The Palazzo-Venetian float marks the first time a Las Vegas resort has taken part in the Tournament of Roses Parade. In 2005, the Las Vegas Convention and Visitors Authority and the Centennial Celebration Committee spent $250,000 to create a float in honor of the city of Las Vegas' 100th anniversary celebration. That float depicted downtown Las Vegas images of Vegas Vic and Sassy Sally.

Fiesta Parade Floats of Southern California, which built the Las Vegas float, is also building the Palazzo-Venetian entry.

"Maybe we're the trailblazer and others will do this, but we saw the Rose Parade as a great opportunity for the Palazzo and The Venetian," Goldstein said.

Keedy said the participation by Las Vegas Sands might spur interest from other Strip resorts. He said the Italian decor of The Venetian and Palazzo fit perfectly into the Rose Parade's around-the-world theme.

Pasadena police estimate that approximately 1 million spectators view the Rose Parade in person. After the parade, the Palazzo-Venetian float will be displayed in a Pasadena park where an average of 70,000 visitors each year view the parade's floats.

Contact reporter Howard Stutz at hstutz@reviewjournal.com or (702) 477-3871.