Supplier relationships key to biggest Christmas parade in the largest Pacific city

Auckland Farmers' Christmas Parade General Manager Pam Glaser in action at this year’s parade. Photo: Supplied.

It’s not easy running the biggest Christmas parade in the largest Pacific city.

But what makes it easier is robust and strong supplier relationships says Farmers’ Christmas Parade General Manager Pam Glaser.

“You’ve got to nurture those relationships.”

Pam has been involved in the parade since 1991.

She started in the marketing department at Farmers and the parade became her annual project.

“After Farmers gifted the parade and all its assets to a Charitable Trust, I became the parade General Manager in charge of running it and have been ever since.

“I’m acutely aware I am responsible for an Auckland icon, started 92 years ago, and carry that legacy.”

The operation keeps going due to the supplier relationships that exist.

“It’s everything; without a strong commitment by suppliers, nothing good happens.

“We have developed a 2-way trust, where suppliers deliver everything they’re asked for and sometimes beyond that, and I deliver more business to them through the many other events on my books because I know what they can do.

“They become preferred suppliers for us, which gives them stability and in turn the ability to offer the Santa Parade discounted pricing.”

Procuring, commissioning, and event planning for the parade are all roles that fall to Pam.

“These areas are interconnected, and it works better when I manage the 3 roles, even though some would say different roles should be handled by different people. Our budget does not allow for such separation of duties.”

Pam’s advice when it comes to working with suppliers is choose suppliers wisely based on their skill, capability, reputation, integrity, and commitment.

“Working with good suppliers who have your back, is everything. Bad suppliers can sink an event.

“Also ensure a supplier’s availability and that they always answer their phone.

“And negotiate price and expectations well ahead of the event.”

The parade creates economic benefits for Auckland.

According to the parade’s 2024 post-event analysis, the pedestrian count for the city’s central business district (CBD) was 90,000 on parade day, compared with an average 50,000 per day in the previous month. Spending in the CBD was up 40% on parade day ($1.4m spent), up 40% for a normal Sunday. Local business saw a 75% increase in spending compared with a normal Sunday.

“This shows the value great supplier relationships bring. This is how economic benefits can be delivered.”

Pam’s favourite items procured for the event is the creative content for the parade including themed floats and costumes; character costumes including Bluey and Bingo from the family show Bluey; and giant inflatables including Disney’s Mickey, Minnie and Donald.

The biggest challenges parade organisers face are weather and funding.

“On the funds side, Farmers is a marvellous name sponsor with support that goes beyond money, but we still need private sponsorship and Auckland Council support to secure the full budget.

“The weather is the real challenge. This is a big event that could be rained out. We have a rain date contingency, and we have rain insurance, but neither of these come with guarantees.”

The parade is important for the Auckland community, said Pam.

“It marks the start of Christmas. It has generational appeal with grandparents attending with their grandchildren, who themselves watched with their own parents.

“New kiwis are also embracing it.”

Interesting facts:

• While the Santa sourced this year for the parade has local links to the Auckland community, the Santa that has faced the longest and most dangerous journey to the parade was the one who took on the role in 1933.
• Robert Laidlaw, the Farmers founder, decided Santa should parachute into the Parade from a small plane and achieved just that.
• The item that has had the longest trip to make it in time for the parade are the aerial floats Miss Piggy and Dr Seuss from Canada and the US.
• In 2024, the parade attracted the record-breaking crowd of 180,000 people.