By Santa Jac Grimes, RBS, MSC

When people ask me if or where I "play Santa" my usual response is to ask them what they do for a living. I then ask them if they “play” teacher, doctor, police officer, you get the idea. I do not “play” Santa! I am a “Professional” Santa. But what does the term "Professional" mean?

When most of us were growing up, the term professional, at least as far as amateur sports went, meant that you got paid for what you do. That definition is, I think, too simple in most instances and certainly for Santa. If you apply the paid, not paid standard that would mean that the guy that is a clown the rest of the year and "dresses up" as Santa for parties during the holidays is a professional and a Santa like Father David Shoemaker that does it strictly for charity is not. As we say in the south, "that dog just won't hunt!"

Those of you that attended my workshop in Branson (Starting Your Own Business) know that I have a strong belief in being a professional in all I do. But what is a Professional and how does it relate to being Santa?

Do You Believe?

For me it all starts with a belief (mission) statement for my Santa business:

“This I Believe – I can bring the joy and “magic” of the Christmas season to children and adults, year round, through an accurate and professional portrayal of Santa Claus."

I try to filter all my Santa activities through my belief statement. In other words if the event or activity doesn't fit I pass. If I were offered an acting gig where they wanted a chain saw wielding psychopathic Santa for a horror movie, I’d pass. Even if it involved a lot of money, I wouldn’t do it because that wouldn’t bring joy or magic to the people watching the movie. If on the other hand it was just a white bearded chain saw wielding psychopathic killer, I might consider it. I also would not be a “Bad Santa” for an adult party even if it paid well. These instances just don’t fit the way I see Santa.

If you have a strong religious component to your Santa portrayal, it should be in your belief statement. You should also know when it is appropriate to share your religious beliefs with kids and when it is not. In a local mall one Santa was fond of having the kids sing “Happy Birthday Jesus” with him. I don’t know the circumstances but I do know he is no longer there. In our multicultural society, that may not be appropriate for a mall setting. Then again at your mall it may be encouraged. I would suggest checking with mall and photo company management in advance.

If a strictly secular Santa setting (schools, adult parties, so forth) doesn’t “feel” right to your portrayal of Santa, you may want to pass on those events. Put your efforts and focus on churches and places where a spiritual Santa is not only welcomed but also embraced.

Be the Best

The one thing I vividly remember from growing up is my father saying, "Be the best at whatever you do. I don't care if you're a trash collector just be a great one." That helped me formulate my feelings toward being Professional in all aspects of my life, especially my business dealings. I have come up with a few points that I find in common with the professionals I have met and admired.

A professional is:

Serious about their avocation

Santa is a whimsical character but the best Santas I have met in person and on line, are very serious about being Santa. They have invested (as they are able) in a good suit, real boots and belt, and work on an authentic Santa look even when they are going to the grocery store.

You never want to “play” Santa; you need to “be” Santa.

Well trained

I will admit it was a stretch for me to afford to go to Branson for the convention and then attend school in Atlanta just a month later. It was, however, important for me to be able to learn from other Santas. I use both those events in my credentials and it’s made my Santa resume look better. I also learned some things at both events that have changed my thinking about how to be and sell Santa.

There are several schools available for Santa. Find one and go. The one I’m really excited about is the Santa Academy based in Atlanta. Santa Gary Casey and a team of instructors are putting together a great program. For more information contact Santa Gary at: This e-mail address is being protected from spambots. You need JavaScript enabled to view it

Just as important are Santa gatherings. There’s the Founder’s Luncheon on the West Coast and the Red Suit Roundtable on the East Coast. There’s also a variety of regional gatherings throughout the year. If one comes to your area, go meet the other men who share this passion. I always pick something up I can use at these events.

Speaking of Santa events, don’t forget the Discover Santa Conference in Oakland Park KS next July. Santa John Shager and I are planning some truly outstanding Workshops to help you be a Professional.

A student of their industry

When I was a Management Consultant, I could look at your watch and tell you the time. (An old joke.) I also subscribed to every industry publication available and was a shameless idea thief. If I saw a program that worked well in one client's store I borrowed it for the next client. I do that with Santa. I read every post on the Elf Net Board and you guys loan me ideas all the time.

Do your homework. It will pay off.

The very best they can be at what they do!!

I always see posts saying, "I want to be the best Santa I can". That's me! 'Nuff said.

Keep a healthy balance

A professional Santa needs to keep a healthy balance between their business life and their personal life. If I did one thing wrong during the 2006 season, it was working 7 days a week multiple shifts. That left no time for celebrating the family traditions that brought me to be Santa in the first place.

In my pre-Santa career, I loved my job as a Management Consultant. I got to travel all over the country, meet people and earn a good living. I also flew out on Monday, back in on Friday and lost touch with my kids. I woke up one morning in Sheboygan, WI and realized that everything I really cared about was 1500 miles away and I was alone. That ended that career.

It’s not about choosing family over career. You just need to keep the two in balance.

Being Professional is NOT about Money

I challenge you to reread the preceding diatribe and find one instance where I mention that you must be paid to be a Professional Santa. Payment is the least important sign of a Pro; however, I'm sure you know I do have thoughts about payment. After all we do have to buy reindeer feed and a real Santa Belt isn't cheap.

If you are doing a charity event, that YOU want to do, do it free. The payment will reside in your heart.

If you are doing a promotional event that will put you before people that can afford to hire Santa offer that free. (Parades, tree lightings, speaker's bureau). Make sure to have plenty of business cards with you.

If someone is making money through Santa's appearance, they should pay you and pay you well.

That’s about it this month. I wish the very best for you this year and for all the new Santas, welcome on board. It’s really an exciting ride.

As Always,
Santa Jac Grimes, RBS, BSC

www.santajac.com

336-886-8230 Toy Shoppe

336-259-7235 Sleigh Phone

PS. If you bought the 2006 Convention CD "Starting Your Own Business" and would like the Power Point slide show that goes with it email me privately and I'll send it to you. If you don't have Power Point I think I can send it with a viewer. (May or may not work.)