London, Ontario -- CARSTAR London Centre (Don Mor) won the Committee’s Choice Award for Best Float at the 2025 London Santa Claus Parade, securing a second consecutive honour for the shop in its second year participating.
General manager Jeff Brown said the project was driven entirely by shop staff.
“The whole thing for me is bringing our staff together for fundraisers and community engagement. It’s always about finding something our staff can rally around,” he said.
About 35 employees contributed to the build, taking pieces home to work on and volunteering evenings and weekends. Brown called the effort “crazy,” adding that he saw “carpentry skills I didn’t know our staff had.”
The float was built around the parade’s Rock and Roll Santa Claus theme. Brown credited the shop’s customer service team for inspiring the concept. “They love to decorate for every holiday — there’s a ton of creativity,” he said. The final design featured extensive lighting, glow-in-the-dark elements and an eight-foot-tall illuminated tower.
Brown said the team did not expect another award after receiving best new entrant last year. He said employees were “completely humbled” by the back-to-back recognition. “We didn’t think we would walk away with an award two years in a row.”
He added that participation in the parade aligns with the shop’s broader community priorities, including involvement with the local humane society and cystic fibrosis initiatives through CARSTAR. “It’s about showing up and serving the community we exist in,” Brown said.
A rainstorm hit the parade, but crowds still lined the route. Brown said the float’s lighting drew strong reactions from spectators. “Everybody loved the lights on the truck,” he said. “I think we had more lights on the truck than anyone else along the parade route,” Brown said many spectators joked the truck should stay lit up year-round.
