Playing Santa is a tricky business

But the pay keeps the reindeer
fed and Mrs. Claus happy

Julie Crawshaw,
contributing writer

Think you’d like to try your hand at playing Santa at your local mall? Then you’d better apply now for next year and get in line. If you’re one of the select few who gets hired, you’ll probably need the intervening 12 months to earn your degree at Santa University, get through your background check, and perfect your role in what has become a carefully planned, well orchestrated and increasingly complex production.

Modern mall Santas are a far cry from the jolly old elves of Christmas past. According to Rebecca Turner, marketing director at Haywood Mall, very few malls hire Santa or the tag-along photographer who snaps kids sharing their wish lists with St. Nick.

At Haywood, Santa, along with an entourage of elves and photographer, is actually employed by Noerr Programs, a Golden, CO-based production company that provides special event photography productions for the majority of the 280 malls across the nation owned, like Haywood and Anderson malls here, by Simon Property Group.

“We look for a congenial Santa with a twinkle in his eye. He must have stamina and patience, and love the spirit of Christmas”

Children who visit Santa at Haywood Mall find him sitting on his front porch in shirtsleeves. “We try to make the whole set as detailed as we possibly can so the memory will stay with the child,” Turner says. Each child gets a packet that includes Mrs. Claus’ recipe for gingerbread cookies and a list of photo prices so parents can decide how many copies to order.

According to production company head Judy Noerr, the business of Santa photo events has become much more sophisticated in recent years. Noerr says most Santa wannabes find her company through word-of-mouth referrals.

“We have a large number of Santas who call us and tell us about their experience,” she says. “Then we try to find the right fit between the Santas and the shopping centers.”

High-end malls pay top bucks
Depending on the size, location and how upscale the mall is, Santas may earn as little as $8 or as much as $60 per hour. And they don’t necessarily need years of experience to hit the higher pay ranges. “Brand new Santas can be extremely enthusiastic and bring a whole new dimension to their role,” Noerr says. "The most important thing is the desire to create a magical experience for the children."The desire for making magic notwithstanding, all Santa wannabes must undergo three background checks. The mall conducts local and statewide law enforcement checks and the production company handles the national version.

Greenville Mall uses N.J.-based Cherry Hill Photos to produce its Santa event. Cherry Hill head Bob Wolfe says his company runs a “Santa Claus University” where job aspirants undergo “a very intensive training course” to learn the importance of being Santa, how to dress and use makeup techniques and, of course, the names of the reindeer.

A list of dos and don’ts comes with the diploma. Graduates are reminded to bathe daily and use a good deodorant, encourage good habits, stay in character and always use the term “folks.” They must not, under any circumstances, smoke, flirt, drink, promise anything to anyone, let a bad mood show, or say “little girl or boy” instead of “young man or woman.”

“We look for a congenial Santa with a twinkle in his eye,” Wolfe says. “He must have stamina and patience and love the spirit of Christmas.”

Noerr’s company hires Santas in a variety of sizes, shapes, colors and both sexes, though a stated preference for applicants with natural white beards and some girth clearly stacks the hiring deck in favor of middle-aged and older white males.

Haywood Mall’s current Santa was selected before Noerr got Simon’s national contract. Their former Santa played the role for 15 years before his replacement arrived five years ago.

This year, Santa arrives at Haywood Mall on Nov. 17 at 7 p.m.. in a carriage drawn by a Belgian horse named Bubba. He’ll punch his final time clock at 6 p.m. on Christmas Eve, just in time to catch the last sleigh back to the North Pole to load up for the night run.

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