Tony Michaels is the CEO of the Parade Company, the organization that is responsible for presenting some of the biggest events in the city, from America’s Thanksgiving Parade and Hob Nobble Gobble — a carnival night for children — to the upcoming Ford Fireworks, activities large in scope that draw thousands of people to the downtown area for festivities and reveling in all that the city has to offer.
But for Michaels, whose organization is preparing for the June 23 Ford Fireworks, the job is more than just overseeing or directing the implementation of large-scale events that are wedded to Detroit’s cultural and entertainment history.
Michaels sees his assignment as also helping to rebrand a city whose storied history often gets downplayed, and whose present dispensation in terms of current developments are sometimes seen through the lens of the past rather than the present and future.
“The Parade Company events do market Detroit in a very big way, but as the city emerges in a healthy form we need to put these and other events front and center. It is time that we take all of the good happening and use those events as marketing tools as we encourage companies and people to be a part of the Detroit scene,” Michaels said.
“So many cities market what is happening and why they are a great choice. It is our time to shine and start promoting Parade Company events such as the Ford Fireworks and America’s Thanksgiving Parade presented by Art Van, along with the Chevrolet Belle Isle Grand Prix and others. It makes all the sense in the world. Let’s push our assets, they are world class.”
Michaels underscored the importance of organizations playing a dual role of meeting not only their own goals but also placing Detroit in front of a national audience through its activities.
“The Parade Company events put Detroit on a national stage. It is our job to create the best possible moments as Detroit regains its stature across America. We take this very seriously and know that beyond Detroit’s major sports team and venues, we are in a position to also send a message throughout America,” Michaels said.
“The parade is broadcast in 144 cities across the country and you will see how boldly we put the name Detroit on everything we do. It matters.”
The Parade Company, whose board of directors is comprised of some of the leading captains of industry in the region, has been successful in executing the events Michael says project Detroit in a far more positive light, and the company has long maintained that reputation.
“We take a very creative, fun approach to everything we do,” Michaels said. “As an example the Ford Fireworks is a 23 minute show featuring many music selections which send a message but are also fun. Other cities tend to play full songs. We use three barges that evening the launch the fireworks. The barges are set up with different components of the show instead of each barge shooting off the exact same fireworks. It is a very creative blend matched to our music track.”
Michaels is an optimist. He believes strongly in a new Detroit that is being written by others and the current business leadership in the city.
“I see collaboration turned into action,” he said. “If Dan Gilbert sat back and simply ran his very successful company or Dan Loepp just ran Blue Cross Blue Shield of Michigan and didn’t commit to Detroit, their home, along with the Ilitches who are creating an entire business district, where would we be?” Michaels said. “These people and many others like Roger Penske are making a difference every day for so many.”
Under the administration of Mayor Mike Duggan, Michaels says the city “will be the envy of many and enjoyed by millions.”
As preparations are in high gear and all roads leading to downtown Detroit on Monday for the fireworks, Michaels said a public safety meeting has been held already with all of the law enforcement apparatus in the city, to ensure that there are no safety issues.
“We held two large group meetings, including Detroit Police Department, State Police, Homeland Security, Coast Guard and many more. DPD has been such a great partner as have each of the groups,” Michaels said. “This year people will again be watching the show from Hart Plaza and on the north side of Jefferson. In addition, Belle Isle will open for viewing at 6 a.m. for pedestrians and 2 p.m. for vehicles to cross the bridge. Bringing all of these law enforcement groups and corporate stakeholders together has been very productive and a model for future collaborations.”
To the staff of The Parade Company, Michaels added, “The team is an amazing group of people who make it all happen and they are very passionate about Detroit and what we produce. In addition, our volunteers are simply fantastic.”
Bankole Thompson is the editor of the Michigan Chronicle. Email bthompson@michronicle.com.
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