It’s one of the most unusual marketing ploys to unveil a new Vegas resort, but Rob Goldstein, president of the Venetian and the new Palazzo, decided to showcase an exact floral replica on a float in the 119th annual Tournament of Roses parade.

The legendary January 1 Pasadena parade will be broadcast across North America to an audience of some 40-million viewers and another one million along the near six-mile route. It’s perfect timing for the new resort’s soft opening that weekend and the official grand opening on January 19 with Diana Ross.

By coincidence, starchef Emeril Lagasse will be the parade’s grand marshal and he will be opening his new Table 10 restaurant at the Palazzo to join his Delmonico’s restaurant at the Venetian.

“It’s an American tradition and it’s a great idea for us to be a part of it,” said Goldstein.

The 62-foot long float “Viva Italia” will be the lead vehicle serving also as a stage for the ceremonies themed this year as “Passport to the World.” No word yet if the floral float will be seen live in Vegas at the gala opening after its stay in the Pasadena park where another 70,000 visitors a day will see it.

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