By: Donovan Martin Sr, Editor in Chief
Saturday felt like a gift—one wrapped in sunshine, unseasonably warm air, and the unmistakable hum of a city that momentarily forgets its worries to gather for something simple and magical. The annual Manitoba Hydro Santa Parade transformed downtown Winnipeg into a living river of movement and anticipation as well over 50,000 people lined the streets. By the time the final floats made their way through the heart of the city, it was clear that this year’s attendance may have nearly doubled. Some estimates floated toward 100,000, an extraordinary number that made sense the moment you stepped outside. The day was gorgeous, the kind of November afternoon that feels borrowed from spring, and it drew families, friends, and whole communities out to experience a tradition that has defined Winnipeg’s holiday season for generations.
Warm weather can do more than soften the air; it opens the city up. For a parade that usually sees spectators bundled like Arctic explorers, the shift was almost surreal. Instead of fighting the cold, everyone seemed freed by the sun—kids dancing along the curbs, parents laughing with hot chocolate in hand, seniors clapping as floats passed with a kind of easy joy rarely seen when temperatures dip below freezing. It was the kind of day that reminds you why events like this matter: they pull people together without agenda or division, offering a shared moment of wonder.
This year, the floats were beautiful—some whimsical, some elaborate, all crafted with care. Every parade has its highlights, but certain entries linger in the mind long after the music has faded. That’s the mark of a great float: it doesn’t just pass by; it speaks. And one of the floats that spoke the loudest—not in volume, but in message—was the JamRock Security float led by Don Woodstock, beautifully decorated by his wife Kathy and, behind the wheel, driven by his sister-in-law Bonnie. It was a true family affair, and they could not have expressed more gratitude for the volunteers who came out to support the community. Woodstock, who has spent decades championing community safety grounded in compassion, prevention, and youth opportunity, made sure the float reflected not just a message, but a shared commitment.
The float’s theme, “More Sports, Less Crime,” wasn’t just a slogan painted on a banner. It reflected one of the core pillars Woodstock ran on during his last mayoral campaign, but more importantly, it echoed a philosophy he has carried long before politics ever entered the picture. For more than 25 years, he has been a vocal advocate for youth sports, not because it looks good on a brochure, but because he has lived long enough, and watched enough, to understand what happens when young people have nothing to do. He has said it many times: idle hands create vulnerable moments. But hands building, playing, learning, competing—those are hands shaping futures.
At the heart of his message is something almost every adult who grew up in Winnipeg can relate to. We remember community centers as welcoming hubs where you could spend entire weekends playing basketball, floor hockey, or simply hanging out with friends in a safe environment. They were open, accessible, and, most importantly, free. Today, Woodstock points out what many parents already know: community centers aren’t open seven days a week anymore, and even when they are, the hours are inconsistent, often limited by staffing shortages and budget constraints. For many families—especially those with tight finances—these limitations close the door to opportunities their children desperately need.
In a city where youth crime headlines often overshadow the many positive stories happening beneath the surface, raising the conversation about recreation isn’t a sentimental idea. It’s practical. It’s strategic. And it’s deeply necessary.
That truth came to life in the parade not just through the JamRock float but in the young faces marching proudly behind it. Dozens of children—excited, energetic, and fuelled by the pure thrill of being part of something big—walked alongside the float handing out chips to the crowds. They represented Winnipeg Minor Dodgeball, a fast-growing local league led by Brent Mackin, whose passion for accessible youth sports has built a powerful movement. Mackin understands a reality many parents feel: hockey, basketball, and volleyball—once thought of as basic, accessible sports—have become financially out of reach for countless families. Club fees, equipment, travel, and registration costs have soared, leaving too many children sidelined simply because their parents can’t afford the price of participation.
Winnipeg Minor Dodgeball breaks that barrier. Kids show up, they play, they laugh, and they learn teamwork without needing deep pockets. It’s simple, affordable, and meaningful. The parade showcased that simplicity in action: children thrilled to be part of something, not because it’s elite or exclusive, but because it’s theirs. In a world where so many activities are priced beyond reach, joy becomes a form of equity, and Mackin has made it his mission to ensure every child gets a share.
Also marching with pride were members of Manitoba Selects, one of Manitoba’s most respected elite football training programs. Over the years, the Selects have helped countless young athletes sharpen their skills and earn opportunities in the CIS and NCAA. Under the leadership of the former CFL Blue Bomber standout now CEO, Kito Poblah, the program has become a cornerstone of athletic excellence in the province. Poblah himself carries a remarkable story—born in Montreal, shaped by the CFL, seasoned by American college football, and now firmly rooted in Winnipeg by choice. He could have returned home or moved to any football hub on the continent, but he chose this city because of the people. Because of the community he built here. Because of the family he loves and the young players he mentors. His passion was unmistakable at the parade, radiating through every wave, every smile, every moment he spent encouraging the kids around him.
These are the stories that matter—stories about leaders who don’t just talk about investing in youth but live it daily. Stories about community builders who recognize that a city is strongest when its children have pathways toward fulfillment instead of pitfalls that lead to hardship. Winnipeg, like many cities, is at a crossroads when it comes to youth opportunity and crime prevention. And while policies, programs, and budgets all play essential roles, sometimes the clearest truths show up in the simplest places—like a parade filled with joyful kids walking proudly behind a message that resonates across every neighbourhood: when you give young people something meaningful to belong to, they thrive.
What made the JamRock Security float resonate so deeply wasn’t its design or size but its intention. Woodstock has said many times that seeing kids smile is the greatest return on any investment a community can make. In those smiles, you see potential. You see hope. You see future leaders, future parents, future mentors. And most importantly, you see a city worth believing in.
The Santa Parade this year was more than an event. It was a mirror held up to Winnipeg, reflecting both who we are and who we want to be. It reminded us that community spirit is not seasonal—it’s foundational. It’s built float by float, child by child, choice by choice. The warm weather may have drawn people out, but the warmth of the parade came from something deeper: the sense that Winnipeg is at its best when we stand together, cheer together, and dream together.
As the last float disappeared and families began to disperse into the soft evening air, the message lingered. “More sports, less crime” isn’t just a slogan. It’s a blueprint. A promise. A challenge to invest not only in infrastructure but in imagination. To remember that community centers should be open, accessible, and alive again. To understand that every kid we lift through sport is a kid we keep safe, connected, and hopeful.
And perhaps that is the quiet magic of the Santa Parade. Beneath the lights and music, beneath the laughter and nostalgia, it offers a glimpse of a city built on the strength of its young people and those who believe in them. Winnipeg showed up in record numbers this year, and behind the festive glow was a powerful truth: when you champion children, you champion the future.
In the smiles of the kids marching behind the various floats, in the pride of the coaches and community leaders walking beside them, and in the thousands of families who took time out of their day to gather downtown, the spirit of Winnipeg felt not just alive, but limitless. Every person who built a float, every volunteer who showed up, and every spectator who lined the streets helped create a moment where the city breathed together—warm, joyful, and united.
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