Pageant a Christmas treat through Adelaide streets in November after start by Edward Hayward in 1933
Recognised as a heritage icon by the National Trust of Australia, the Christmas pageant, through Adelaide city streets, typically included more than 60 floats, 15 bands, 160-plus clowns, dancing groups, and walking performers, culminating in the arrival of Father Christmas.
The Christmas pageant through the streets of Adelaide city became a highlight of the South Australian calendar, usually on the second Saturday of November, from 1933.
The pageant was founded by Edward Hayward, owner of the Adelaide’s John Martin’s department store, who was inspired by the Toronto Santa Claus parade and Macy’s Thanksgiving Day parade in New York. He opened the first Children's Christmas Parade on November 18, 1933, at the height of the Depression. It was a success. Running for around 40 minutes with just eight floats and three bands, it attracted 200,000 spectators.
The tradition of the John Martin's (of Johnnies) Christmas pageant was born, with Father Christmas introduced in 1934 along with finishing the pageant at John Martin’s store’s magic cave (created in 1905). After a break during World War II, the pageant resumed and grew, by 1969, to attendances reaching 500,000 plus television broadcasting of the event.
In 1985, John Martin's stores were acquired by David Jones Ltd but, after the collapse of Adelaide Steamship Group (including David Jones and the public float of the David Jones retailing arm), the South Australian government took over the event in the mid 1990s. In 1996, the government sold naming rights to the six South Australian credit unions that merged into People’s Choice, Beyond Bank, Credit Union SA and Police Credit Union. National Pharmacies gained naming rights sponsor in 2019.
One of Johnnies traditions continued was the pageant queen, with princesses. In 2009, a pageant king and princes were introduced. The pageant royal family toured the state visiting schools, libraries and children's groups as well as the Women's and Children's Hospital on pageant day.
Later managed by Events South Australia, a division of the state government’s tourist commission, the pageant grew to typically 85 sets and 1,700 volunteers, including more than 60 floats, 15 bands, 160-plus clowns, dancing groups, and walking performers, all culminating in Father’s Christmas’s arrival. The pageant route started on King William Street and ran through the city to terminated at Adelaide Town Hall from 2019, instead of the traditional ending on North Terrace outside John Martin’s (later David Jones building) where from Father Christmas would go to the magic cave. During the Covid-19 pandemic (2020-21) the pageant was presented in Adelaide Oval to a limited audience on a ballot system.
In 2010, pageant spectators broke the record for the largest group 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 United States of America.
NWS Channel 9, the Adelaide affiliate of the Nine Network, took over the pageant television broadcast carried previously by SAS7, ABS2 and ADS10. Commentators have included; Jane Reilly, Ron Sullivan, Patsy Biscoe, Anne Haddy (guest) Brenton Whittle, Robin Roendfeldt, Joanna Moore, Kevin Crease, Lynn Weston, Franci Chammings, Cheryl Mills, Sue Baron, Lionel Williams. Alec Macaskil, Ric Marshall, Pam Tamblyn, John Bannon (guest), Grant Piro, Benita Collins, Tania Nugent, Simon Burke, Jane Doyle, Pete Michell, Dale Sinclair, Elizabeth Doyle, Tony Brooks, Malcolm Harslett, Sandy Roberts, Judith Barr, Julie Anthony (guest), John Bok, Richard Coombe, Rob Kelvin, Georgina McGuinness, Mark Bickley, Lisa McAskill, Kym Dillon, Brenton Ragless, Kate collins, Kelly Nestor, Jason “Snowy” Carter and Virginia Langeberg
