ParadeBrunch rebrands as Truly New York and adds Rockefeller Center, New Year’s Eve events

ParadeBrunch has rebranded as Truly New York, broadening its premium holiday offerings beyond Thanksgiving Parade viewing in Manhattan. The company is now selling curated experiences tied to Rockefeller Center and New Year’s Eve across New York City.

Why it matters: - Truly New York is trying to become a single destination for visitors looking for premium holiday plans in New York City. - The expansion moves the brand beyond one marquee November event and into a longer holiday season. - The shift gives travelers more packaged options for high-demand traditions that can be crowded and hard to navigate on their own.

What happened: - ParadeBrunch has changed its name to Truly New York. - The brand is now promoting premium NYC holiday experiences tied to the Thanksgiving Parade, Rockefeller Center and New Year’s Eve. - The company launched Holiday Sing Along – Rockefeller Center, a new holiday dining and live entertainment experience near the Rockefeller Center Christmas Tree. - The experience runs from Dec. 5 to Jan. 2 and takes place every Saturday while the tree is lit.

The details: - Thanksgiving Parade experiences remain the core offering. - The company has previously produced Thanksgiving holiday experiences at Jazz at Lincoln Center, Residence Inn by Marriott New York Manhattan/Times Square, ACADIA, Carnegie Diner and Sarabeth’s Central Park. - The signature Thanksgiving Parade Brunch combines hospitality, dining, live entertainment and views overlooking the parade route. - Rockefeller Center offerings pair holiday dining with Broadway talent and tree views. - New Year’s Eve offerings include venues such as ACADIA, Rockefeller Center, M Social Hotel and Bowtie Bar at Renaissance New York Times Square Hotel, formerly R Lounge. - The company says the experiences are aimed at families, couples, groups and visitors looking for premium ways to celebrate New York’s holiday traditions. - Truly New York is powered by Uplyft. - The brand’s website is Truly New York.

Between the lines: - The rebrand signals a broader commercial play, not just a name change. - Turning holiday traditions into packaged experiences can appeal to visitors who want convenience, guaranteed access and a more polished format. - The company is leaning into some of the city’s most recognizable seasonal draws, which suggests a strategy built around scarcity and demand.

What's next: - Truly New York will continue selling holiday experiences from Thanksgiving morning through New Year’s Eve. - The company is positioning Rockefeller Center and Times Square as recurring anchors for its seasonal business. - Additional dates and venue-specific offerings are expected to remain central as the holiday calendar progresses.

The bottom line: - ParadeBrunch is now Truly New York, and the brand is expanding from a Thanksgiving Parade specialist into a broader premium holiday events platform in New York City.