Elizabeth That Was presents a tribute to the Johnnies Christmas Pageant. the Johnnies 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 'Children's Christmas Parade' 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 and from then the tradition of the John Martin's Christmas Pageant, or as it was affectionately known the 'Johnnie's Christmas Pageant', was born. Father Christmas was introduced in 1934 and the 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 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. Today, the pageant is managed by Events South Australia, a division of the South Australian Tourism Commission.
In 2019 National Pharmacies acquired the naming rights, sponsorship of the event. The pageant was additionally rerouted; no longer terminating at its traditional ending at the David Jones (previously John Martin's) building on North Terrace, it instead follows an adjusted route that finishes at Adelaide Town Hall.
8 дек 2022
