Santa Claus is coming to town and WIVK in Knoxville, Tenn., is responsible for it. For more than 30 years, the station has hosted the WIVK Christmas Parade, which ends with Old Saint Nick riding into downtown Knoxville on his sleigh. This community event marks the beginning of the holiday season and has become a local tradition. High school bands, dancers, area celebrities and jingling floats wind their way throughout the city. This past December, 40,000 residents lined the streets to watch. In addition to organizing the annual event, station staff participated in the festivities: WIVK’s Colleen Addair sang carols from Santa’s side, deejay “Gunner” rode a horse, on-air personality Jack Ryan broadcast live, and morning show hosts Andy and Alison joined WBIR-TV for a live telecast. The Christmas Parade is just one of the many ways WIVK reaches out to its community. The station is a four-time recipient of the NAB Marconi Station of the Year Award.