Yes, Sacramento, there will be a Santa Parade.
Laurie Hensley, parade coordinator, said parade plans have been revived because of a $20,000 donation promised by Mayor-elect Kevin Johnson.
Rather than holding the parade on the traditional Saturday after Thanksgiving, she said, it will take place in December.
Hensley said she was notified Saturday afternoon by a representative of Johnson that he would donate the money to fund this year's event.
A formal announcement is planned during a news conference at 2 p.m. today at the downtown ice rink at Seventh and K streets, Hensley said.
Adam Mendelsohn, an adviser to Johnson, said because Johnson's private swearing-in celebrations cost less than expected, they decided to put $20,000 toward saving the parade.
Mendelsohn said Johnson wanted to save it for sentimental and business reasons.
"This is too important of a tradition to not continue," Mendelsohn said.
"Local businesses need this support. They have enough problems right now. Kevin felt strongly (about) saving it."
It had appeared that the foundering economy would end the parade's 25-year run. Hensley said that the former Weinstock's department store and KCRA in 1983 had revived the holiday parade, previously sponsored by an area furniture store, and later turned it over to her event management firm.
Her company typically works with radio stations to raise money for the parade through advertising. But this year, she said, advertisers weren't able to support anything extra.
About 60 groups were prepared to participate this year when organizers announced Thursday that they were $15,000 short of sponsorship funds. A day before canceling the event, Hensley had sent an e-mail to participants and other groups to seek last-minute help raising money to cover stage construction, sound equipment rental and installation, and prizes for parade participants.
"It's been a roller coaster, and I'm happy to get to this point," Hensley said after receiving word of Johnson's donation.
Call The Bee's Cathy Locke, (916) 608-7451.
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