Jesmond Central cancels live ‘reindeer’ display after online backlash

newy.com.au – Jesmond Central has scrapped a live “Reindeer Cheer” Christmas display following a wave of social media complaints about two deer being exhibited inside the Newcastle shopping centre, despite the operator having the necessary licensing and current accreditations.

Jesmond Central had promoted the free attraction as a chance to “meet Santa’s real-life reindeer crew”, advertising sessions on Tuesday 18 and Wednesday 19 November from 11am to 12.30pm and 3.30pm to 5pm in the centre court, with more dates to follow in December.

Photos posted to local community Facebook groups show two harnessed deer lying on artificial turf inside a low white fence, wearing Christmas-style gear while shoppers stand around the enclosure.

Local woman Amie Darwen was among the first to raise concerns publicly, alleging that the animals had “no food or water, and people are constantly touching them while they stand there for hours”. She described the deer as “lethargic, possibly sedated” and alleged one appeared to be struggling with “what looks like an injured leg”. Darwen argued “animals shouldn’t be used as Christmas props” and said “this isn’t entertainment, it’s suffering”.

In long discussion threads that followed on a local group, many commenters agreed, calling the set‑up “cruel”, “sad” and “unnecessary” and urging others to contact the RSPCA, council rangers or centre management. Some said they saw children trying to climb on the deer or pull at their antlers despite “do not touch antlers” signs, and alleged there were periods with “no supervisor” present at the pen. Others went further, claiming the animals looked “doped to the eyeballs”.

The posts also drew a strong reaction from people who supported the display. Several locals said they had seen the animals on previous years and believed they were “trained” and “well looked after”, arguing the deer were on display only in short sessions and would be given food and water at other times. One commenter wrote that red deer are naturally placid and that the animals in Jesmond “just look like they’re chilling”, while another said the attraction was “great for kids in the spirit of Christmas”.

Some contributors tried to steer a middle course, saying they doubted the deer were sedated but questioning whether any wild or farmed animals should be used in a noisy shopping centre. One commenter said they “highly doubt they are sedated as deer are extremely fragile animals and don’t do well under sedation”, but added that “they don’t need to be in a shopping centre”.

Dog Rescue Newcastle also weighed in on Jesmond Central’s Facebook post, writing that the display was “not an acceptable standard of care” and claiming it was not compliant with the NSW Prevention of Cruelty to Animals Act. The group described using live animals as a Christmas display in those conditions as “dangerous, negligent, and completely irresponsible”.

In a detailed reply pinned under its promotion for the event, Jesmond Central thanked people for sharing their concerns and said its “priority is to ensure a safe and enjoyable experience for all customers”. The centre stated that the Department of Primary Industries and Regional Development NSW, operating under the Exhibited Animals Protection Act 1986 and its 2021 regulation, is “the governing authority for these activities”, and said its provider held “the necessary and current accreditation and licensing, which includes strict conditions covering feeding, housing, veterinary care, inspections, and overall welfare”.

“We do however understand some people may feel differently even when activities meet legal and welfare standards, and we respect those views,” the centre wrote. “After hearing the feedback from our community, the reindeer will not be returning. This choice reflects our commitment to creating experiences that everyone can feel good about, while continuing to meet the highest standards.”,

Jesmond Central had previously advertised that the “Reindeer Cheer” attraction would return for additional dates in early December, but confirmed in its new statement that the deer “will not be returning”. The centre says it will continue with other Christmas activities as it reviews feedback from the community and its arrangements with the licensed provider.