DETROIT (WWJ) – It’s a fresh moniker for a time-honored Detroit tradition.

The annual Turkey Day procession down Woodward Avenue will now be known as “America’s Thanksgiving Parade presented by Art Van,” after metro Detroit furniture magnate Art Van Elslander purchased the naming rights.

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Parade Company President and CEO Tony Michaels says Art Van’s substantial financial contribution will help in several ways.

Tony Michaels, left, with Art Van Elslander. (credit: Pat Sweeting/WWJ)

Tony Michaels, left, with Art Van Elslander. (credit: Pat Sweeting/WWJ)

“What we’re going to be able to do is more celebrities coming in; floats getting larger, bigger — just many things happening,” Michael told WWJ Newsradio 950’s Pat Sweeting. “And, also, to help the parade company itself on making everything bigger through the year in what we do for the city of Detroit … and the passion of Art Van is just so evident.”

Van Elslander been donating to the parade fund for 24 years. How much, exactly, it cost for the name change, Michaels wouldn’t say.

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Also announced on Thursday, the parade route will be extended by one mile north to the heart of Detroit’s cultural center.

“The start of the parade is going to be right there at Kirby and Woodward,” said Michaels. “And what better place, what better treasure in the city of Detroit than our DIA.”

Additional parade details will be announced at a later date.

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Grandstand tickets for the Nov. 28, 2013, event are now on sale — and they always go fast. Get more information or purchase tickets HERE.