Brantford’s signature holiday parade will look a little different this year. The Freedom House Santa Claus Parade, now in its 49th year, will march through the city’s downtown streets on Nov. 29 at 2 p.m. — a rare departure from its traditional evening start.
Organizers say the earlier schedule is a practical adjustment.
Major roadwork on Icomm Drive and Brant Avenue, part of a broader downtown revitalization project, will reduce traffic to a single lane, while the Brantford Bulldogs are slated to play a home game at the Civic Centre that evening. City officials warned the combination would overwhelm the downtown core.
“By moving the parade to the afternoon, we’re minimizing a collision of events that would have created real congestion,” the city said in a statement.
For nearly half a century, the parade — staged by the non-profit Freedom House and sponsored by GrandBridge Energy — has served as the city’s unofficial start to the holiday season.
Floats, marching bands and community groups have long drawn thousands to the downtown corridor.
This year’s theme, “Sunshine,” reflects the new daytime format, with organizers inviting participants to imagine “what Christmas in the sun might look like.”
Float registration closes Nov. 19, with fees ranging from $100 for non-profits to $175 for businesses.
Immediately following the parade, the city will host its Parade After Party in Harmony Square beginning at 3 p.m. The downtown plaza will feature seasonal programming and family activities.
Road closures will affect Dalhousie Street, Colborne Street and a wide swath of connecting streets, though sidewalks will remain open.
City officials say daytime closures will ease the impact compared with evening restrictions.
Parking will be free at the Market Centre Parkade, with Brantford Transit providing service to the downtown terminal, a block from Harmony Square.
Brantford Mayor Kevin Davis described the event as a fixture in the city’s cultural calendar.
“The parade and after party are traditions that bring families together and showcase the community’s spirit,” he said.
For Freedom House Pastor Dave Carrol, the theme is about optimism.
“This year’s Sunshine theme captures the brightness of the new daytime festivities,” he said.
And for GrandBridge Energy, the parade is an extension of its civic role.
“As the company that powers our community, we’re proud to help light up the holidays,” said Sarah Hughes, the utility’s president and CEO.
With its 50th anniversary on the horizon, the Santa Claus Parade remains a barometer of how Brantford balances tradition with the demands of a growing city.
This year, Santa will arrive a little earlier — in step with a downtown in transition.
