Businessperson, founder of the Adelaide Christmas Pageant

The Hayward family were associated with one of South Australia's most loved institutions, John Martins department store, from 1876. Edward Hayward was educated at St Peter's College in Adelaide and excelled at sports, including cricket, tennis and swimming. He played polo into his 50s and represented South Australia. After completing his schooling Hayward spent several years working as a jackaroo on a sheep station in New South Wales. He bought his own station near Narrabri in 1925. Hayward then joined Sydney Snow and Co. Ltd. in 1929 and began working in the retail sector for the first time. He returned to Adelaide and joined John Martins in 1931.

One of Hayward's first duties in the family business was to visit North America and gather ideas from the department stores in the US and Canada. The plan for his most enduring legacy, the Adelaide Christmas Pageant, came from this trip. The state was still recovering from the effects of the Great Depression and Hayward wanted to create an event that would have people smiling again. Inspired by the Macy's Thanksgiving Day parade in New York and a Christmas pageant in Toronto, he conceived a parade of floats based on fairy tales and nursery rhymes along with clowns and marching bands escorting Father Christmas to John Martins department store. Since the first Adelaide Christmas Pageant was held in 1933 it has become a much loved annual tradition.

During the Second World War Hayward served with the Australian Army; he was 36 when he enlisted. Hayward served in the Middle East, Tobruk, New Guinea and Borneo. At the end of the war he had achieved the rank of Lieutenant Colonel. He was twice mentioned in despatches and was awarded the US Bronze Star. During the war Hayward had observed the popularity of the soft drink Coca Cola with the American troops and in 1950, with support from other businessmen, he established a local franchise to bottle Coca Cola in Adelaide. Hayward served as president or chairman of the company for a total of 33 years. Also after the war Hayward purchased a property at Delamere on the south coast of South Australia and established the 'Silverton Park' stud. His Hereford cattle and Border Leicester sheep won awards at the Adelaide, Melbourne and Sydney Shows. Hayward also pursued interests in horseracing.

Hayward was associated with the Order of St John in South Australia. He was chairman of the St John Council in 1952 when St John became responsible for providing ambulance services in South Australia and was made a Knight of the Order in 1959.

Hayward and his first wife Ursula were great art lovers and built up a world-class collection of works which they bequeathed to state with their home 'Carrick Hill'. In 1973 Hayward was recognised as South Australian father of the year, despite having no children, for his role in bringing so much joy to the children of South Australia with the Adelaide Christmas Pageant.

1931: Joined the Hayward family business, John Martins department store

1933: Held the first Adelaide Christmas Pageant

1940-1945: Served in Australian Army in the Middle East, Tobruk, New Guinea and Borneo. Achieved the rank of Lieutenant Colonel, was twice mentioned in despatches and was awarded the US Bronze Star

1946: Joined the St. John Council; was chairman of the council in 1952 when St John became responsible for providing ambulance services in South Australia

1950: Established a Coca Cola franchise in South Australia; served as president or chairman for 33 years

1959: Created a Knight of the Order of St. John

10 June 1961: Made a Knight Bachelor

1971: Announced that his home 'Carrick Hill' at Springfield would be left to the state of South Australia on his death

1973: Named South Australian father of the year in recognition of his work with the Christmas Pageant

'Christmas Pageant creator dies at 79', The advertiser, 15 August 1983, p. 14

Cockburn, Stewart. 'Ideas man who led parade', The advertiser, 15 July 1983, p. 6

'Personality profile: Sir Edward Hayward', Spotlight : the official journal of the St. John Ambulance organisation in South Australia, vol. 1, no. 2, December 1979-January 1980, p. 11

Sly, David. 'Spirit of Johnnies lives on', Adelaide review, 29 October 2004, p. 11 [or view online at Adelaide Review archives: http://www.adelaidereview.com.au/archives/2004_10_29/history_story1.shtml]

Carrick Hill

Credit Union Christmas Pageant