By most accounts, Southern Decadence 2024 was a huge success. The Grand Marshals raised a record amount of money, local bars & businesses did well, and everyone seemed to have a great time. Nevertheless, some have raised eyebrows—and a serious question—about the Southern Decadence parade: Why was Swiss Navy leading the parade?
Many parade viewers were surprised, and even angry, when the parade approached and they saw not the Grand Marshals, who have always led the parade since the first Grand Marshal was named in 1974, but rather a contingent representing Swiss Navy (a lubricant company) leading the parade. In the center of the Swiss Navy group was celebrity Billy Porter. One veteran Decadence devotee exclaimed, “What fuckery is this? Where are the Grand Marshals?” Another remarked, “I didn’t know they had celebrity Grand Marshals.”
Their response was understandable. Having a business entity lead the parade is unprecedented and signals a significant departure from history and tradition. Southern Decadence is unique among large events in that it has no corporate structure, no bylaws, no board of directors. The responsibility of producing the annual parade falls each year to the Grand Marshals. The SDGMs spend all summer planning events and raising money to pay for the parade. Since 2010, they have given whatever is left over to a local charity. The parade has always been about the Grand Marshals and their entourages.
So, why was Swiss Navy at the head of the parade? The short answer is they were not supposed to be. Originally, Swiss Navy was slated as Group 33, about half-way through the parade. Parade Captain Antoinette Reynolds, at the request of one of the Grand Marshals, moved them up to Position 20.
Before the parade, Ellen Friedman, Swiss Navy representative, told Reynolds that Billy Porter, who Swiss Navy had brought in for an event at the Bourbon Pub, could not get to the line-up position because of the crowds and that he feared for his safety. Reynolds instructed them to wait at the corner of Royal and Governor Nicholls Streets—a block from where the parade starts— and that an assigned volunteer would tell them when to slip into their assigned spot as the parade passed.
As the parade began and approached the corner, Swiss Navy jumped in ahead of the Grand Marshals. Friedman claims the volunteer told them to go, a claim the volunteer vehemently denies. “When they started to walk,” the volunteer said, “I said, ‘You can’t do that’.”
Friedman also claimed she didn’t know what position they were supposed to be. But screenshots of message exchanges between Reynolds and Friedman before the parade started obtained by AMBUSH clearly indicate Reynolds told them what position they were supposed to be. In an interview with AMBUSH, Friedman said, “It was never my intention to be first” and added “It was so confusing and there was so much going on.” Friedman chalks it all up to a misunderstanding. Nevertheless, deliberately or not, Swiss Navy usurped the Grand Marshals’ rightful lead spot.
In an interview with AMBUSH, Friedman insisted she has never wanted to lead the parade—a claim disputed by former parade captains—and that she didn’t realize she was leading this year’s parade. When asked how she didn’t realize Swiss Navy was at the front of the parade, Friedman said, “There was a lot going on and it was all very confusing. The volunteer said “Go,” and we went.” Friedman also noted, “We have never participated in a parade where the participants were not numbered.”
Complicating the incident was Billy Porter’s presence. When it was announced that Porter would be in the parade, a controversy ensued among former Grand Marshals. Some argued against having a celebrity in the parade, claiming it would take attention away from the GMs and their entourages who had worked all summer to produce the parade. A compromise was reached and Porter, along with Swiss Navy, would be in the parade but not in front.
Some have noted that Swiss Navy had not donated any money to Southern Decadence. When it was pointed out that they donated some of their products for an auction, Reynolds replied, “I had to jump and rearrange all this for a bottle of lube? Well, ok then.”
Others warned against a corporate takeover of Southern Decadence, citing modern Pride parades. SDGM Vanessa Carr Kennedy said, “If we allow a corporate takeover, we’ll have Southern Decadence Houston and Southern Decadence Atlanta.” This sentiment speaks to the very nature of Southern Decadence. It is a uniquely New Orleans phenomenon that has always been decentralized and subversive.
When asked about Swiss Navy and Billy Porter’s participation, current SDGM Paribe Meyer described it as “underhanded,” and said, “I was surprised at how it all went down. They should have been more respectful.”
Part of the problem, according to Meyer, was Swiss Navy never notified the Grand Marshals about Billy Porter’s presence in the parade. AMBUSH reached out to Porter’s publicist for comment but received no reply. In 2019, actor Jeff Goldblum’s agent reached out to GMs Will Antill and Countess C. Alice and asked if Goldblum could be in the parade. They said “Yes” and invited Goldblum to march with them. Meyer points out that had Swiss Navy contacted the GMs directly, they would not have been so angered.
Kennedy noted, “I was offended they did not speak to the GMs at all. It was clandestinely worked out.” She also noted, “They didn’t ask us. They just took over.” Several former GMs also expressed outrage at how Swiss Navy hijacked the parade. Jeffrey Palmquist said, “How dare they do that!” Another former GM described the incident as a “stunt” and called it “outrageous” and “bullshit.”
This year’s controversy is not the first time Swiss Navy has caused problems for Southern Decadence. When reached for comment, former SDGM Steven Mora, who served as Parade Captain from 2012 to 2019 said, “The Southern Decadence parade is a beloved tradition that celebrates the Grand Marshals, who can construct their parade in any way they desire. With over 1,000 registrants and tons of hours volunteered in planning behind the scenes, many volunteers became frustrated and concerned to see the Swiss Navy group trying to push their way to the front and lead the parade, which they have demonstrated in more than one parade. Although we appreciate their participation, the Grand Marshals are the stars of the show, and I’ve never really understood why anyone would want to be in front of them unless the Grand Marshals decide on that. At the end of the day, our main goal is to keep the parade running smoothly, ensure that the Grand Marshals get exactly what they want, and that everyone is safe.”
Mora’s remarks are echoed by several former GMs and other parade captains. Over the years, Swiss Navy has wanted floats and trucks in the parade, both of which are not allowed. One former GM noted, “They have never understood or respected the tradition of Southern Decadence.” Many believe Swiss Navy crossed a line this year. Several have called for a ban on Swiss Navy’s involvement in future Southern Decadence parades. Parade Captain Antoinette Reynolds says if it were up to her, they would not be in next year’s parade but points out that decision will be up to next year’s Grand Marshals.
