Date, theme set for Brandon’s Santa Parade

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This article was published 12/10/2024 (421 days ago), so information in it may no longer be current.

The announcement of the Brandon Santa Parade means the public can officially mark their calendars for the start of the winter holidays.

The parade, which kicks off the season in Brandon, is scheduled for Saturday, Nov. 23.

Starting at 6 p.m., it will run down Rosser Avenue and return up Princess Avenue in the downtown.

The parade takes about an hour, with music, spectators and dozens of floats.

“A success would be more floats this year,” said committee member Ashleigh Hamm.

“A success would be that it’s beautiful weather and everyone comes out to celebrate and have a great time. Don’t forget your letters to Santa.”

The theme of the parade this year is “Christmas around the world.” Hamm said the more inclusive event will encourage more people to get involved.

The parade is under new leadership this year, with Hamm part of the new team.

After more than 20 years, former co-chairs Karlheinz Sawatzky-Dyck and Carolyn Currie Phillips stepped back in 2023 and put out a call for others to take over, warning that the parade would be discontinued without new people at the helm.

The call was answered. Now part of the new committee taking the reins on Santa’s sleigh this year, Hamm said she has ambitions to preserve Brandon’s holiday event and even to grow it.

“We want to keep the tradition the way it is,” said Hamm, “but we’re happy to make it bigger, more exciting.”

That will be aided by numerous volunteers who are again signing up to keep the event alive, sharing their knowledge and experience with the new leadership.

The parade featured about 48 floats last year, and this year organizers are hoping to increase that number by getting more businesses to enter and new sponsors to consider supporting the parade. The committee is also encouraging more people to come out and watch.

“We do get a really good turnout, but we’d love to see more people out there as well,” Hamm said.

“As a parent of young children, I love that this is kind of the … kickoff to the holiday season. I love going out and celebrating with the community and coming together. And I think being able to do that as a community is very important.”

The parade path is scheduled to start at the corner of Rosser Avenue and Sixth Street, then west along Rosser to 17th Street. From there, it will go south to Princess Avenue and then east back to the starting point.

With the change in organizers, Hamm said people have been reaching out this year for reassurance that the parade is coming back.

“There was concern that it wouldn’t be going forward,” said Hamm. “They want to make sure it’s happening.”

The Brandon Santa Parade is funded by a grant from the City of Brandon, as well as sponsorships. Hamm said the committee is looking for extra funding as the Santa float needs “a little bit of love” to keep it in good condition moving forward.

After nearly being discontinued, it’s a big year for the parade. As the organizing team said this year, it’s a benchmark in the community’s calender heading into winter season.

“The Brandon Santa Parade is an annual volunteer-led event that marks the official start of the holiday season in Brandon,” read a press release from the parade committee.

“(It) features a variety of festive floats, performances and community participation, bringing holiday spirit to families across the region.”

Float registration is now open. Those interested can visit brandonsantaparade.com.

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