Here comes Santa Claus, here comes Santa Claus…

BY Erin Mckeever
2011/11/11

It’s that time of year again. Holiday merchandise is filling store shelves, the festive music is beginning to dominate the airwaves, and everyone is waiting on edge for that first snowflake to fall. But here in Toronto, there is one more key event that has yet to happen that will really put us in the holiday spirit, a tradition that has been going on for 107 years – the Toronto Santa Claus Parade.

In 2010, Dashboard accepted the challenge of bringing the iconic Toronto event into the digital age, and we couldn’t be more thrilled with the results. And neither could Santa. So this year, we took it even further.

Several of our team members had the honour of attending media day on November 2, where we were able to get a sneak peek at this year’s amazing floats, meet the big guy himself, and watch as this year’s new initiatives were announced for the first time. Among them, the introduction of Santa Cam, which will include high res digital cameras mounted on each side of Santa’s float taking pictures of parade-goers from Santa’s POV. After the parade, the photos will be available for download on the parade website. For those who want to get even closer to the action, there’s also a contest for kids 8 – 10 to win one of four seats on Santa’s float. But the biggest announcement had to be that, for the first time in parade history, we’ll be including the woman behind the man, Santa’s number one volunteer, Mrs. Claus!


The Toronto Santa Claus parade is on November 20th at 12:30, which means we’re just over 2 weeks away! And after that, we’ll only be 5 weeks away from Christmas! I know I’m already counting down the days, getting my shopping done, and making sure I get my list to Santa on time. But one big question still remains: Santa, did I make the nice list?

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