Pleasanton kicks off its 35th annual Holiday Parade at 5:30 p.m. tomorrow on Main Street with an hour-long procession of 65 marching units, organizations, Scouts, the famed Balloon Platoon, clowns and music provided by both Amador Valley and Foothill high school marching bands.
Local politicians also will join in the festive parade, one of the biggest and best-attended in downtown Pleasanton each year. Leading the group will be Congressman Jerry McNerney (D-Pleasanton) and his wife Mary, Alameda County Supervisor Scott Haggerty and Mayor Jennifer Hosterman and the other four on the City Council–Cheryl Cook-Kallio, Cindy McGovern, Matt Sullivan and Jerry Thorne–riding in a horse-drawn carriage decorated for the holidays.
The star of the parade, riding atop a fire truck at the end, is Santa, himself. If you notice a special twinkle in the eyes of Jolly Old St. Nick when he looks down at you, it could be that you know each other.
This Santa has been in all the parades since they started in 1972. You’d no doubt recognize him without the beard. He’s Frank Brandes, the city’s mayor from 1979-1980 and 1985-1986, one of the longest-serving councilmen ever during the years between 1976 and 1990, a retired executive of Sears Roebuck and also the longest-serving boys baseball coach, having Pleasanton Little League, Babe Ruth and Pony teams for the last 36 years. He’s already gearing up for spring registration and play.
Brandes and his wife Judy moved to Pleasanton in 1971 just as the Pleasanton Chamber of Commerce was talking about starting a Christmas parade. Having dressed as Santa to appear at selected friends’ and neighbors’ homes to bring toys and early Christmas greetings to their children, Brandes volunteered to serve as Santa in the 1972 inaugural parade. He had his own suit, won loud applause and thrilled hundreds of children along Main Street, and he’s played the role ever since.
“There’s no thrill greater than seeing the hope, expectations, happiness, excitement and love of the hundreds of kids who come up and talk to me when I’m dressed as Santa,” Brandes said. “It’s a great feeling.”
Brandes is concerned, however, by the growing popularity of the Pleasanton parade, which this year will stretch for more than a mile and last well over an hour. That’s followed by another hour of caroling and greetings from a platform in front of the Museum On Main until Hosterman pulls a lever lighting the Holiday Tree. This year, with new lights and special ornaments carefully placed by volunteers from the city Parks and Community Services Department, the tree should be the most spectacular ever.
“When the parade started in 1972, it was just a small procession and ended quickly, so that no child had to wait long to see Santa,” Brandes said. “Now it lasts over an hour and I can see from my high perch on the fire truck that some families have left before Santa passes by and a good number of the very young ones are fast asleep.”
“We need to consider this in planning future parades,” he added. “Maybe Santa should lead off the parade or at least make an appearance halfway through.”
Have 5-year-olds changed over the 35 years Brandes has been greeting this age group, which is one most intently among the “believers?”
“Not really,” Brandes said. “They’re always full of enthusiasm and wonderment. They’re still believers, but then so am I.”
Brandes fields questions like the old pro that he is. Where are the reindeer? he’s asked. Oh, they’re down at the park where the fire truck picked me up. How do you get down the chimney if we don’t have one? That’s easy. Your parents just leave the back door open for me.
Once the parade’s over, Brandes stays dressed to make neighborhood visits, which he’ll do right up to Christmas Eve.
