Rose Queen Coronation Friday, October 20, 2023, at the Cowan Center. (Les Hassell/News-Journal Photo)

Gilded tinsel danced across an art-nouveau-inspired stage during the coronation of the 90th Texas Rose Festival Queen Laura Elaine Bryan.

This year’s theme, The Story of Film, was a box office hit with audience members who attended the matinee on Friday afternoon at the R. Don Cowan Fine and Performing Arts Center. The crowd ooh’ed and ah’ed as more than 40 ladies wearing glimmering, handmade dresses embodying classic and modern films made rotations around the platform, giving patrons a glimpse from every angle.

“It’s a tradition here in Tyler, and it’s a beautiful event,” audience member Yvette Brunette said.

Since it began in 1933, the event has drawn thousands of visitors to Tyler for the Queen’s Coronation, the Rose Show, the Queen’s Tea and the Rose Parade.

Hundreds of volunteers and leaders work for months to bring the show to life. Countless hours of planning culminate to represent the “spirit that brings Tyler together as a community.” The various events attract spectators, increasing tourism and stimulating the local economy.

“It’s great to be a part of something that has such history, and also it brings the whole community together,” Coronation Co-Chair Cassie Hampe said in a previous interview with the Morning Telegraph.

The Texas Rose Festival has changed since Betty McMahan was part of the coronation in 1958. McMahan, who was in the audience Friday, said this year’s theme was unique, the costumes were clever, and the Queen is always her favorite part.

Rachel Gregory and Brunette attended the show because their daughters were in the 86th Texas Rose Festival, which was themed “Portraits of Inspiration.” They said the festival their daughters were involved with had similarities and differences to this year.

In the 2019 show, Brunette’s daughter was Cleopatra, and there was also a Cleopatra this year.

“The dresses were different,” Brunette said. “But they’re both beautiful.”

The costumes were lovely, and it was well narrated and choreographed, they said.

“It was a beautiful show,” Gregory said.

In previous years, there was a very traditional, almost regal look to the Rose Festival gowns. Hampe said they still wanted to do that but with a theatrical twist. Some dresses, which were designed by costume designer Jacob A. Climer, embodied classics like Gilda, Singin’ in the Rain, The Birds and Jaws and 21st-century movies like Pirates of the Caribbean, The Matrix, Harry Potter and Hunger Games.

“In this time, in the world, we need a bit of fantasy and color,” audience member Sue Tyson said. “If you can come, Tyler and this extravaganza are beautiful.”

Festivities continue into the weekend, with the highly-anticipated parade to begin at 9 a.m. Saturday at Front Street and Glenwood Boulevard then follow a route west on Front Street. It will end inside the Christus Trinity Mother Frances Rose Stadium. The parade will also be broadcast on KETK/FOX51 and streamed on the KETK website or app. It will also be broadcast in Spanish for the first time through KTPN and Fuzion Radio.

The Queen’s Tea will be held from 1 to 3 p.m. Saturday at the Tyler Rose Garden, 420 Rose Park Dr., where the community can mingle with the court members. For a full schedule, visit tylerpaper.com or texasrosefestival.com.

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