Orange Grove Boulevard is a main thoroughfare in Pasadena and South Pasadena, California. Each New Year's Day, the Rose Parade participants and floats line up before dawn on Orange Grove Boulevard, facing north, for the beginning of the parade. South Orange Grove has been the address of the affluent, both the famous and the infamous, since the early 1900s. The Los Angeles Times said: "When a stranger comes to Pasadena now, the real-estate agent shows him Orange Grove Avenue.