TORONTO – The Ontario Heritage Foundation and The Santa Claus Parade today unveiled a provincial plaque to celebrate the Toronto parade's 100^th consecutive year.

"In its 100^th year, the Santa Claus Parade continues to enchant and entertain people of all ages," said The Honourable Lincoln M. Alexander, Chairman of the Foundation. "Being the first parade of its kind in the world and to have operated consecutively for 100 years is a remarkable achievement. The provincial plaque unveiled today celebrates this wonderful accomplishment."

"Shared memories of events like Toronto's Santa Claus Parade are a vital part of our rich heritage," said Culture Minister Madeleine Meilleur. "This plaque symbolizes a piece of magical history that Ontarians of all ages have enjoyed for a century."

"The Santa Claus Parade has generated 100 years of Christmas spirit, 100 years of community involvement, and 100 years of smiles and magic for children in Toronto and across Canada," said Ron Barbaro, co-chair of the Santa Claus Parade.

Since Timothy Eaton's department store began holding Toronto's Santa Claus Parade in 1905, it has become one of the longest-running traditions in Canada. Over the decades it has become one of the largest parades in North America.

For the first parade on Saturday, December 2, 1905, Santa travelled on a mythical journey from the North Pole to old Union Station on Front Street to take his place on top of a brightly coloured packing case on a horse-drawn Eaton delivery truck.

Initially, the parade featured only Santa Claus but – over the years – it has grown in size and splendour. In the early years, Santa travelled by coach drawn by four horses accompanied by four trumpeters. Later, costumed attendants, horsemen and clowns joined the procession. The parade of 1913 was especially thrilling when live reindeer (brought in from Labrador) accompanied Santa on his float. This memorable event was outdone in 1919 when Santa arrived by airplane at the aerodome on Eglinton Avenue.

During the heyday of the parade in the 1950s, Eaton's employees marched and performed in the parade. But as the parade grew to include over 1,000 people, this arrangement became impractical and marchers were recruited from district schools. Children applied for the honour, some waiting three years for their opportunity.

The parade was first televised in 1952. By the 1970s, more than 30 million people across North America watched the parade.

In August 1982, after having survived the Depression and two world wars, Eaton's announced the cancellation of the Santa Claus Parade. Given the growing number of employee layoffs during the 1980s recession, Eaton's could no longer justify the cost of the parade. Within one week of the announcement, a "Save Our Santa" campaign was launched, and a committee of local volunteers began acquiring corporate sponsors. With Eaton's agreeing to transfer all of the costumes, floats and other parade equipment to the new not-for-profit organization, the parade was mounted in 1982 – and every year since.

"I know I speak for the entire Board of Directors of the Santa Claus Parade when I say our goal at that time was to ensure the Parade's continuation and that it would become recession proof," stated George Cohon, co-chair of the Parade. "With the community volunteerism and support from all sectors that has brought us to this milestone, we know the Parade will continue for generations to come."

In its 100^th year, the Santa Claus Parade continues to draw hundreds of thousands of children and their parents to the streets of downtown Toronto to kick off the holiday season.

This unveiling is part of the Foundation's Provincial Plaque Program that commemorates significant people, places and events in Ontario's history. The Foundation has unveiled more than 1,150 of these distinctive blue and gold plaques.

The Ontario Heritage Foundation is a not-for-profit agency of the Government of Ontario, dedicated to identifying, preserving, protecting and promoting Ontario's heritage.

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Contact:

Lori Theoret
Marketing and Communications Coordinator
Ontario Heritage Foundation
Telephone: 416-325-5074
E-mail: lori.theoret@heritagefdn.on.ca