On-Air Now
On-Air Now
Listen Live

Detroit’s Parade Company Building New Headquarters in Old Brodhead Armory Building

Photo: The Parade Company

DETROIT June 14, 2023 ~ The Parade Company recently announced launched a campaign called “Be A Heart of Historyin their efforts to raise $45 million for its new headquarters and parade studio.

The company has purchased the old Brodhead Armory building across from Bell Isle and will convert it into a new 160,900 square foot headquarters. The new headquarters will serve as a community destination for residents and visitors on the Detroit Riverfront and a new spot for float building, said Parade Company President and CEO Tony Michaels.

We wanted everyone to see the project and understand the impact and the enormous, heartfelt addition to our city, the riverfront, and our neighborhoods,” Michaels said to 760 WJR’s Paul W. Smith about the announced.


June 14, 2023 ~ Parade Company President and CEO Tony Michaels speaks with Paul W. about the “Be A Heart of History” campaign, a fundraising effort aimed at completing the conversion of the historic Brodhead Armory into the Parade Company’s new $45 million headquarters and parade studio.

(CONTINUED) The Parade Company, producer of the near century old America’s Thanksgiving Parade, attracts top partners and sponsors of Michigan and global companies. The parade broadcasts to 185 television markets in the U.S.

Constructed in 1930 at 7600 East Jefferson Ave., the Brodhead Armory was used as a training facility, and a venue for civic and sporting events until it closed in 2004. It has since remained vacant.

In addition to serving as the production space for the Parade Company team, the new space will allow youth summer camps, arts programs, STEAM workshops, tours, internships, and more.