Adelaide Christmas Pageant - History

History

The Adelaide Christmas Pageant was founded by Sir Edward Hayward, owner of the Adelaide department store John Martin's, who was inspired by the Toronto Santa Claus Parade and Macy's Thanksgiving Day Parade. He opened the first pageant on 18 November 1933 at the height of the Great Depression. It was a success; running for around 40 minutes with just 8 floats and 3 bands, it attracted 200,000 spectators. Father Christmas was introduced in 1934 and tradition of the pageant finishing at the Magic Cave (itself created in 1905) was established.

During the war years of 1941-1944, the pageant was in abeyance. It was restored in 1945. By 1969, the event had grown significantly, with attendances reaching 500,000 and television broadcasting commencing. In 1979, the largest induction of new floats took place, with 16 joining the pageant.

In 1985, John Martin's was acquired by David Jones Limited, who continued the pageant under the John Martin's name. However, with the collapse of the Adelaide Steamship Group (of which David Jones was a significant member), and the public float of the David Jones retailing arm, in the mid-1990s the South Australian Government acquired the event. It sought sponsorship from the South Australian business community, and in 1996 sold the naming rights to the six South Australian Credit Unions: Australian Central, Savings & Loans, Community CPS, PowerState, Satisfac and the Police Credit Union. Today, the pageant is managed by Events South Australia, a division of the South Australian Tourism Commission.

The route was slightly changed for the 2007 Pageant. In 2008 there was a Guinness world record attempt for the longest and largest Mexican wave, but it failed.

In 2010 the spectators broke the record for the largest group of carol singers singing Christmas carols at the same time. They set a record of over 9,100 carol singers, breaking the previous record of 7,541 set in the USA.