Turlock Firefighters Save Christmas!
The Turlock Holiday Parade has been going strong for more than two decades, and with the city celebrating its centennial, the 2008 edition figured to be a big event. But there was a problem: the economy had dried up all of the sponsorship money for the event.
Well, the parade went on as planned December 5th, courtesy of their local firefighter's union. Turlock Fire Fighters Association Local 2434 stepped in with a significant cash contribution, becoming the primary sponsor for the annual event.
"This parade is really a landmark in our community, and it almost didn't happen," said Turlock Fire Fighters' President Francisco Saldivar. "Our Executive Board felt it was too important, so we stepped in as the sponsor."
An estimated 10,000 people turned out for the hour-and-a-half-long parade, which featured floats sponsored by local businesses, high school bands and, of course, firefighters.
Of course the highlight of the parade was the arrival of Santa Claus himself, riding atop a vintage Turlock engine. The 1955 American LaFrance engine was one of three vintage Turlock vehicles that highlighted the parade. The other two, also fully restored, dated from 1917 and 1927 respectively.
The local's relatively modest contribution -- $5,000 - provided a unique and powerful opportunity to enhance the local's well-earned support in the community. Local 2434's Maltese Cross logo was featured prominently on all parade promotional and registration material, including radio and TV advertising and a flyer that was sent to 30,000+ utility customers. And their involvement helped convince other sponsors to come on board to help.
"Our involvement allowed us to link up with a non-traditional partner and let people know that we're part of the community," said Local 2434 PAC director Kain Packwood. "The sponsorship also helped build its relationship with elected officials at a time when such relationships are especially important."
Most importantly, said Packwood, the parade allowed his local to give back to its community and provide some joy in the midst of troubled economic times. In addition to its involvement with the parade, Turlock Fire Fighters also allocated $2,000 to local service agencies to allow underprivileged children the opportunity to have some gifts under the tree.
"We live and work in a small town, and things like a Christmas parade are especially important to us," said Packwood. "Seeing all those kids waving and cheering for Santa Claus ... well, let's just say it was worth every penny."