Not many people would see Justin Trudeau as Santa Claus, but the prime minister did pledge to come to the rescue of the annual Santa Claus parade in Toronto, which turns 120 this December.
In an X post on Nov. 15 Trudeau wrote: “I heard that the (Santa Claus parade) is having a few challenges. So, we’re going to help them out. It’s a great tradition, and we want to keep it going for years to come.”
However, it was the Toronto municipal government, not the PM, who was first to put a present under the parade organizers’ tree.
The city announced Monday that more than $1.6 million in funding will be coming through the Special Events Stabilization Initiative (SESI) for 81 festivals in the city, including the parade. The funding is also expected to be a boost for several other festivals, such as Pride, JerkFest, the Beaches International Jazz Festival.
“Many of these events are beloved Toronto traditions where people and families create memories and it’s wonderful to see so many local festivals supported in this first round,” Mayor Olivia Chow said in a press release put out by the city.
Threat of cancellation
Earlier this month, parade organizers revealed the long-time tradition was in need of urgent funding if it is to keep going in the years to come.
“We are very excited for this year’s milestone anniversary — 120 years! However, with growing inflationary and operational costs, combined with recent widespread corporate budget constraints, the Parade is facing a deficit that is currently jeopardizing its future,” organizers wrote on a GoFundMe campaign page seeking to fill the parade’s stocking.
The parade page set a goal of $250,000 and has since reached more than $72,000.
The annual festivity draws 750,000 people of all ages, religions and cultural backgrounds. This year’s edition will include 26 floats and the usual crowd of spirited marchers, live bands and celebrity clowns.
The parade is set for this Sunday, Nov. 24. It will begin at 12:30 p.m. in Christie Pits Park and finish at the St. Lawrence Market near Jarvis Street.
Rebound from COVID still a challenge
David McCarthy, chair of the Original Santa Claus Parade board of directors, told reporters at a press conference last Thursday that this year’s parade could be the last, reports the CBC.
The board has already cancelled the live television broadcast to cut costs this year.
“The challenges presented post-COVID have been daunting to say the least,” McCarthy said. “Putting on a parade of this size requires floats, security, warehouse space, barricades, et cetera, all of which are costly.”
McCarthy said less than five per cent of the parade’s annual budget comes from government grants. Eighty-five per cent of the parade’s annual budget comes from corporate sponsors, he added.
“Nothing has stopped this parade for over 120 years. Not world wars, not recessions or depressions, not even the global pandemic. Let’s all come together now and show our children that nothing will stop us now either,” he said.
Former Toronto mayor John Tory told reporters many of the thousands of people in the crowd do not celebrate Christmas but go to the event in the spirit of celebration.
“This is … something that belongs to the whole city and it’s very special in terms of bringing people together and having them celebrate each other and having them celebrate their city,” Tory said.
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