612. Is Macy’s Thanksgiving Parade Its Most Valuable Asset?

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The 166-year-old chain, which is fighting extinction, calls the parade its “gift to the nation.” With 30 million TV viewers, it’s also a big moneymaker. At least we think it is — Macy’s is famously tight-lipped about parade economics. We try to loosen them up. (Part one of a two-part series.)

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SOURCES:
- John Cheney, carpenter at Macy’s Studios.
- Will Coss, vice president and executive producer of Macy’s Studios.
- Jeff Kinney, author, cartoonist, and owner of An Unlikely Story Bookstore and Café.
- Kevin Lynch, vice president of global helium at Messer.
- Jen Neal, executive vice president of live events and specials for NBCUniversal Entertainment
- Tony Spring, chairman and C.E.O. of Macy's Inc.
- Jessica Tisch, commissioner of the New York City Department of Sanitation; incoming commissioner of the New York City Police Department.
- Dawn Tolson, executive director of Citywide Event Coordination and Management and the Street Activity Permit Office for the City of New York.

RESOURCES:
- Macy's: The Store. The Star. The Story., by Robert M. Grippo (2009).
- History of Macy's of New York, 1853-1919: Chapters in the Evolution of the Department Store, by Ralph M. Hower (1943).
- Macy's Thanksgiving Day Parade.

EXTRA:
- The Economics of Everyday Things.

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