It’s sort of unfortunate that New Mexico still needs to capitalize on the Roswell Incident to get people to visit. The rest of the state is incredible enough.
Actually, NM does very little capitalizing on Roswell in comparison to other attractions like Carlsbad Caverns, other natural attractions and native cultures. I think the float was probably done more to advertise Branson's soon to be spaceport than it was Roswell, but it is hard to do an entire float based on a spaceport that isn't built yet so they added in some aliens.
UFOMystic » Alien Rose Parade Float Wins Award
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