Victoria businesses are a big part of the Victoria Day Parade.
They say they see value in participating because it’s important to be part of community events. Having thousands of people see a float with a company logo is a bonus.
The parade’s commercial component is out front with its full name — the Island Farms Victoria Day Parade. Island Farms contributes a “significant” amount to the parade, more in cash than even the City of Victoria, said parade organizer Ron Butlin.
He heads a volunteer group that looks after both the Victoria Day Parade and the Santa Claus Parade in November; the combined budget for both is about $75,000 to $80,000 annually, with insurance alone costing $7,000 for the two parades. Funding comes from the City of Victoria, sponsors and parade entry fees.
In Monday’s parade, Island Farm’s float highlighted its dairy products with “moo-sic” and a box of milk that poured real milk into a large cup. Mascot Daisy the cow and Farmer Vicki waved to a sea of young children — and potential milk drinkers. “Island Farms is really involved in the community,” said spokeswoman Meghan Lorentsen. “We want to give back. We like to get involved especially in this, which is one of the only truly free community events.”
Other businesses in the parade contribute in various ways, including an entry fee — $125 for businesses and $50 for non-profits.
Alicia Pine, owner and operator of Games 2 U Victoria, a mobile entertainment franchise celebrating its first year in business, said children five years and older and youth are their target market, and the benefit of having tens of thousands of people see their product can’t be underestimated. “It’s fantastic exposure,” Pine said. “It’s an inexpensive way for small businesses to showcase themselves to a large amount of people.”
The mobile entertainment outfit takes laser tag, bumper balls and video games to parties and community and school events.
“Our target market is lined along the side of the road,” she said.
Gordy Dodd, well-known for his furniture store Dodd’s Furniture and Mattress and his charitable works in the community, advertised both his store and one of his charitable causes in the parade.
Dodd rode in a car advertising Guru Nanak Devji’s 5th Annual Walk for Peace on July 27 in Beacon Hill Park. Trailing behind the car was a decorated Dodd’s delivery van.
Tricia Hailey, operations supervisor with CVS Tours (formerly Cruise Victoria Sightseeing) also took a two-prong approach, packing the company’s double-decker open rooftop bus in the parade with the Beacon Hill Little League team who waved pom-poms at the crowd.
“We believe in community,” Hailey said. “The parade isn’t about selling products, it’s about showing Victoria we care.”
Yellow Cab co-owner Sushil Hira was busily decorated his cab with flowers and balloons before the parade started. “It’s a fun thing for the kids so we always participate,” he said. As for the advertising aspect, “it can help.”
Victoria businesses such as hotels and restaurants and stores also receive the added bonus of the extra business that comes from the participants, families and friends of the American bands and others who come to Victoria for the parade, Butlin said. The out-of-town bands, for example, are each accompanied by dozens of people and that alone can total around 2,000 visitors.
