Toronto Santa Claus Parade organizers say they need $250K to stage event next year

Organizers of Toronto's Original Santa Claus Parade say they need $250,000 from the public to stage the annual event next year due to an increase in costs and a decrease in corporate sponsors.

The parade, a free event that winds its way through downtown streets, has been going for 120 years. This year's edition is slated for Sunday, Nov. 24 at 12:30 p.m. with 26 floats and 18 marching bands, and it will be livestreamed on YouTube for the first time.

David McCarthy, chair of the Original Santa Claus Parade board of directors, told reporters at a media preview on Thursday that this year's parade could be its last.

He said it is the oldest Santa Claus parade in the world. He said 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 the parade has been able to continue with financial support from the business community since 1982 when Eaton's pulled its support. The business community sponsors its "wonderful floats," he added.

Less than five per cent of the parade's annual budget comes from government grants, he said. 

"Without sounding ungrateful, we thank both the city and the provincial government for their support in this regard, but it is simply not enough, not nearly enough," he said.

'We need the help of the public to save the parade'

Following the COVID-19 pandemic, a number of long-time corporate sponsors have told the board that they can no longer continue to support the parade, not because of anything the parade has done wrong, but because of various reasons, he said.

Eighty-five per cent of the parade's annual budget comes from corporate sponsors, he added.

McCarthy said the board has launched a GoFundME page to appeal to the public for donations.

"We need the help of the public to save the parade."

Clay Charters, president and CEO of the Original Santa Claus Parade, said the parade has persisted despite several world events. 

"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.

Parade brings people together, former mayor says 

Former Toronto mayor John Tory, who said he started going to the parade as a child, spoke at the media preview to call for a Christmas miracle. He said he took his children to the parade and now takes his grandchildren.

Tory said he walked in the parade as mayor. Many of the thousands of people in the crowd do not celebrate Christmas but go to the event in the spirit of celebration, he added.

"This is more than a parade. This isn't a commercial venture. This is a non-profit venture. It 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.

Tory said there is still time for corporations to step up to keep the city's annual parade going.

Last month, the festival management committee of the Toronto Caribbean Carnival reported that the event may be cancelled next year as well if organizers cannot secure emergency funding. The committee is asking for $2 million to stay afloat. 

"These are challenging times," Tory said.