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Detroit’s Parade Company to Build New Headquarters in Brodhead Armory Building

Photo: The Parade Company

DETROIT June 14, 2023 ~ The Parade Company announced today their “Be A Heart of History” campaign, which aims to raise $45 million for its new headquarters and parade studio.

The non-profit has purchased the historic Brodhead Armory building, which is located across from Bell Isle, and plans to 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 told 760 WJR’s Paul W. Smith about the announcement.


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, was founded in 1982 shortly after the parade’s original creator, the now defunct J.L. Hudson Company, determined the costs of continuing the parade to be too burdensome. Today, the parade is broadcast in 185 U.S. television markets. It turns 100 years old in 2024.

Constructed in 1930 at 7600 East Jefferson Ave., the Brodhead Armory was used over the years as both a military training facility and a venue for civic and sporting events. The facility closed in 2004 and has since remained vacant.

In addition to serving as the production space for the Parade Company team, the new headquarters is intended to host youth summer camps, arts programs, STEAM Workshop events, and other community programs.