The South Boston Christmas Parade
Virginia Squires Baseball team pulled by Anderson Lawn Care (Anderson Turf Management). By David Conner II
It was a sunny, humid day in June when I sat down with Destination Downtown South Boston Executive Director Tamyra Vest and Events Coordinator Melissa Nelson in their air-conditioned office to talk about all things…Christmas. Tamyra and Melissa are the dynamic duo in charge of the social events in and around downtown South Boston, from the July 4 Celebration to the Spring Fling, the gorgeous fall Harvest Festival, Movies on Main, the Farmers Market, and events at Constitution Square. Last but not least is the Christmas Parade.
One may wonder why we would talk about it during summer, but the Christmas Parade is an all-year process for Tamyra and Melissa. It’s a tremendous amount of logistical work and a labor of love. Planning for the next parade starts the day after the previous one ends. There are insurance waivers, early bird sign-ups, bands to hire, volunteers and judges to recruit, and even doctors’ notes to obtain for the horses that walk in the parade. As someone who has only been here for less than a decade, I have been blown away by the high quality of the Christmas parade and asked if they had always been like this.
Tamyra said, “Decades ago, it was put together by the Retail Merchants Association. When they asked us to take it over, I said we would go big or go home.”
And did they ever. Her goal was a Macy’s-level parade. Parade organization and logistics needed to be a priority. In the end, everyone was pleased with the latest rollout. Because of the parade’s growing reputation, some families call Tamyra and Melissa to plan gatherings and reunions around the parade date, and out-of-town people call to book hotel rooms.
Each year, there is a theme selected, as a guideline to help float participants in their creative endeavors. One year’s theme was “A Charlie Brown Christmas,” and another was “A Christmas in Toyland.” The 2024 theme is “A Character Christmas”—any fictional or non-fiction character of your choice in a Christmas or non-Christmas theme. Bring your favorite character to life however you see fit. The theme is just a creative nudge. At the end of the day, floats can be anything participants would like. However, they do restrict the parade to just one Santa each year.
In 2023, there were 70 parade entries, with 30 floats from businesses, churches, schools, bands, and other local groups. Then came firetrucks, police, politicians, veterans, tractors, antique cars, and animals such as dogs and horses. Although the parade starts at 5 pm, Melissa and Tamyra are on the job at 8 am, marking off spots on side streets where floats will be staged. Participants are assigned their spots at noon, and within an hour, residents descend to their assigned locations to frantically begin assembling their masterpieces.
Prizes are awarded in different categories, such as Best Nonprofit, Best For-Profit, Best Canine, Best Equestrian, Best Church, and Best Use of Lights. Although The South Boston Christmas Parade is produced in a small southern town, it rivals anything held in a big city.
This year’s parade date is Dec. 7. To enter a float in the South Boston Christmas parade, complete a form online at downtownsobo.com. For-profit floats are $30, and nonprofits are $20. Destination Downtown South Boston is a 501C3 non-profit organization that works with local government to help the area’s economic development. Unlike groups such as the Better Business Bureau or the Chamber of Commerce, this resource is free to businesses in the downtown area of South Boston. Their sole purpose is to keep downtown viable in a day when corporate giants like Amazon threaten to put small shops out of business. To get involved or volunteer, email Tamyra at info@downtownsobo.com.
432 Main Street
South Boston, Va. 24592
(434) 575-4209
DownTownSoBo.com
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