The Parade Company has big plans to move their headquarters to the Detroit Riverfront, and they've launched a $45 million fundraising campaign to make it happen, called "Be a Heart of History".
The Parade Co. and the City of Detroit reached an agreement in 2021 to purchase the old Brodhead Armory along Jefferson Ave. just past the MacArthur Bridge to Belle Isle. The multi-million dollar fundraising effort goal is to transform the space into a new headquarters and parade studio on the Detroit Riverfront.
“The scale and heart of this project is for the Detroit community and families,” said Parade Company CEO Tony Michaels. “Our goal is to
become a destination along the Detroit Riverfront near Belle Isle for residents and visitors offering spectacular tours, hosting thousands of children at youth camps, arts programs and educational opportunities, while showcasing our amazing collections of iconic parade floats, Italian papier mache heads and watching our teams of artisans at work. Our new studio will also be a wonderful event center to host major events with organizations and companies throughout our region and state.”
Tony Michaels joined JJ & JoAnne Wednesday morning to talk about the ambitious plans.
To become a donor of the 'Be A Heart of History' campaign and to learn more, visit theparade.org.