Dan Gilbert, founder and chairman of Rocket Cos. in Detroit, has been named Grand Marshall for the 100th America’s Thanksgiving Parade presented by Gardner White on Thursday, November 26.
The Parade theme — “This is 100” — marks a century for one of the oldest Thanksgiving parades in the country. The parade is free and open to the public along Woodward Avenue, from Midtown to Campus Martius Park.
Produced by The Parade Company in Detroit, the event is broadcast nationally in 185 television markets across the U.S.
“For 100 years, this parade has belonged to the people of Detroit,” says Gilbert. “It is a tradition passed down for generations. Families claim their spot on Woodward before sunrise and living rooms fill with excitement as they watch throughout southeast Michigan and from across the country.
“On Thanksgiving morning, everyone gets to experience the city we love; its warmth, its grit, and its spirit. Leading the parade, alongside the people who carried it for a century, is something I am proud to be a part of.”
Rocket is a partner of The Parade Company, and a longtime supporter of the Parade. Rocket’s “Own the Dream” float will be part of the national broadcast.
“Dan is a genuine and extraordinary person, a passionate leader and philanthropist, and has committed his life and career to Detroit,” says Tony Michaels, president and CEO of The Parade Company. “This is the biggest moment in our history, and we are excited to celebrate Dan’s remarkable contributions and impact. We couldn’t imagine a more perfect Grand Marshal for our 100th year.”
Through Bedrock, Gilbert has led the development of Hudson’s Detroit, the revival of Book Tower, 100 River Place, First National Building, Chrysler House (Dime Building), David Stott Building, and more.
Overall, Bedrock has revitalized more than 100 buildings across Detroit and Cleveland.
A fourth-generation Detroiter, Gilbert earned his bachelor’s degree from Michigan State University and his Juris Doctor from Wayne State University Law School.
Chairman of the Rock Family of Companies, a group of more than 100 businesses and investments, Gilbert, in 2021, committed to invest $500 million over 10 years through the Rocket Community Fund and Gilbert Family Foundation to support Detroit residents and strengthen neighborhoods across the city.
Since 2010, Gilbert and his companies have committed more than $1 billion to community initiatives and medical research, including a landmark investment that established the Nick Gilbert Neurofibromatosis Research Institute. The institute is named in honor of his son who passed away in 2023 after a lifelong battle with Neurofibromatosis Type 1.
The annual parade features elaborate floats, large character balloons, celebrities, the Distinguished Clowns and Big Heads, marching bands, and more.
It will be broadcast live on WDIV Local 4 from 10 a.m. – 12 p.m. WJR 760’s Paul W. Smith and WOMC 104.3 will have special Thanksgiving Day broadcasts.
For more information, visit theparade.org.
