An estimated 15,000 people enjoyed today's Papamoa Santa Parade, with Papamoa Coast Kindergarten winning the prize for the best overall float.
The suburb's third Santa Parade was described by Papamoa Plaza centre manager David Hill as being head and shoulders bigger than last year's parade that drew 10,000 people.
And it was easy to see why, with crowds thronging the route of the parade that ran for nearly 1km and ended outside the plaza.
The plaza doubled up on Papamoa's biggest community event by having the official ribbon cutting for the new food court.
There were no speeches, with Mr Hill saying the opening was all about the community.
A community gala day at the conclusion of the parade had to contend with dust kicked up by the strong winds, but no one seemed too bothered, with children continuing to swarm around Santa who sat on a red Volvo convertible.