Quicken Loans asks 'What If?' with its America's Thanksgiving parade float

Dan Gilbert, founder of Quicken Loans, says float was designed to celebrate culture and creativity

Published On: Nov 19 2012 02:09:54 PM EST
quicken loans float
DETROIT -

Quicken Loans unveiled it's float for America's Thanksgiving Parade by asking "What If?"

"'What if?' represents the 6,500 Quicken Loans & Rock Ventures team members thinking, creating, building and playing in downtown Detroit - committed to developing a dynamic urban core and helping reinvent a great American city," said Dan Gilbert, Founder and Chairman of Rock Ventures and Quicken Loans in a news release.

The float is meant to celebrate the culture and creativity at the company.

Quicken Loans revealed the float outside its Detroit headquarters Monday afternoon on Local 4 News at Noon.   The float was designed in partnership with Quicken Loans and The Parade Company built it.  

The Quicken Loans "What If" float has a large tree house where kids imagine the next great idea. According to Quicken, other design elements include "amazing" ideas like a bicycle that flies, a tree that rakes its own leaves, a garden that grows its own light bulbs and a lemonade production line from tree to glass.

"When we sat down to figure out what our float should be, we actually engaged the design team from Quicken Loans to think about what we could do express the, you know, kids can do anything they want to do and the "What If" is just all about, think about outside the box, think about anything you want to do, you can achieve," said Lisa Dancsok, vice president of Rock Detroit Ventures, the parent company for Quicken Loans.

This is the first time Quicken Loans developed their own float, they have sponsored in the past.

"We wanted to be a part of the float because its such a traditional part of Detroit. As you know, we're trying to bring back the life and the young people to the city and this is a part of it.  Families want to be a part of the parade and we want to be an instrumental part of it and we love what The Parade Company does, they're magnificent to work with," said Dancsok.

America's Thanksgiving Parade is this Thursday.  It begins at Woodward Avenue and Mack Avenue just after 9 a.m.   The parade can be seen live on Local 4.

Local 4's coverage begins at 6 a.m. with the parade starting just after 9 a.m.

This is the 86th year for the parade.