He goes by a number of names: Kris Kringle, St. Nick, Father Christmas, Jolly Ol’ St. Nicholas, Sinterklaas, or Père Noël to name a few.
But to most of us, as December 25 draws near, we know this venerated figure in red as Santa Claus.
He appears in malls, retail stores, parades, charity events, and a plethora of private homes around the country. While Christmas Eve is his busiest day of the year, those who have the jolly task of role-playing Santa begin their season of goodwill months before.
Over the decades, the business of being Santa has spawned dozens of Santa Claus schools, conventions, and social media sites. For some, this merry-making may be about the money. The average Santa can make from $5,000 to $25,000 a season depending on the clientele.
But for James K. Brown of Warrenton, Virginia, Santa Claus is a persona that he takes very personally. Profit is not his main motivator.
The Magic of Christmas
“It’s about giving back to the community,” said Mr. Brown, a U.S. Navy veteran who will celebrate his 10th year of being Santa this year.
Mr. Brown, a husband and father of four, wasn’t always able to be home for the holidays. Serving in the Navy for 20 years, he witnessed firsthand how military communities supported families. He was grateful.
“Santa was always there as a symbol or a beacon of light to the children that either Mommy or Daddy would be coming home when the deployment was completed,” said Mr. Brown, who hopes to instill in his own children a sense of generosity and community service.
Mr. Brown’s youngest son played a role in getting him to don a Santa suit. Mr. Brown used to host his local church’s Christmas party every year, a gathering of about 150 people. He wanted to find a Santa for the party, but he had a hard time finding one who could be hired for a reasonable price. He decided to be Santa himself.
“My youngest son was about 4 or 5 at the time. … I bought a suit and a beard. … He woke up and 100 percent loved it,” said Mr. Brown. From then on, he continued playing Santa for his church group. “I wanted to give back to the community, and I wanted the kids to be able to enjoy Christmas, the spirit of Christmas, and be able to enjoy Santa without breaking Mom and Dad’s checkbook,” said Mr. Brown.
Mr. Brown quickly realized that being a professional Santa is much more than putting on the traditional red suit. There’s a responsibility to maintain Santa’s magic and the spirit of Christmas. Storyteller, historian, comedian, performer, counselor: The roles of Santa Claus are multi-faceted. The more Mr. Brown thought about the power of Santa and all that it embodies in the hearts and minds of children and adults, the more he became interested in the history of Santa Claus. He learned that Santa evolved from St. Nicholas, a bishop from the third century known for his gift-giving and charitable works. The transition from St. Nicholas to Santa Claus began in Holland. Santa’s appearance on Christmas Eve is aligned with the birth of Jesus Christ on Christmas Day, December 25. “There are a lot of Santas nationwide that won’t touch the religious side,” said Mr. Brown. But he isn’t one of them.
As an independent Santa who primarily makes home visits, Mr. Brown is very comfortable blending the secular and religious versions. As a Christian, he is faith-driven and, when asked, will gladly share “the reason for the season.”
To fully embody Santa’s persona, Mr. Brown felt that he needed to learn more about Santa’s history. He began researching all the historical information about Santa Claus and putting it down in a book, “Beyond the Beard: Exploring the Collective History of Santa,” which was published in June 2023.
Historical facts are sometimes interwoven with myth. The famous poem “’Twas the Night Before Christmas” is credited to Clement Clarke Moore, but its true authorship is debated among literary circles. Cartoonist Thomas Nast’s depiction of Santa Claus for Harper’s Weekly during the mid-1800s helped create the visual of Santa that we all know today. Coca-Cola further promoted the image of a jolly, plump, and cheerful Santa for its advertising.
Putting On a Show
It takes Mr. Brown roughly two hours to morph into Santa, from putting on the body suit to donning the beard. Brown has learned that the three elements of his suit that draw the most attention are the three B’s: beard, belt, and boots.
In another book on Santa written by Mr. Brown, “The Making of Santa,” he charts a strategy for setting yourself up as a successful Santa, from the suit (Mr. Brown has eight) to behavior standards that won’t get you labeled as a Bad Santa. He adheres to the “Santa Claus Oath,” a code of ethics created by fellow Santa and author Phillip Wenz, who is also a charter member of the International Santa Claus Hall of Fame. Brown stays in character when wearing the red suit and knows his reindeer well (they each have a distinctive personality). He is also vigilant about having his background check and insurance. While portraying Santa, he is jovial, as well as flexible and adaptable to the needs of children, adults, and pets.
“I knew from the beginning that it was the right thing to do,” said Mr. Brown, recalling one Christmas when a grandmother had paid in installments for him to surprise her grandchildren. After handing out his “nice certificates” (no one is ever on his naughty list), Mr. Brown handed the grateful grandmother a special gift: the hiring fee for his visit, along with some extra cash. He expressed his thanks for the privilege of visiting her family and spreading Christmas cheer.
“Remember to love what you do, care about others, and keep the magic of the season alive in your heart,” emphasized Mr. Brown. “Allow each of these to drive your work as Santa.” He truly loves embracing the role. “I’m basically a big kid,” he beamed. “It’s an adrenaline rush for sure,” he said of when he gets to ride in the bucket seat of a fire engine. Historically, firefighters were designated as town Santas, with fire stations as the Christmas village.
Having retired from the military, Brown works by day for the government. Usually by October, he’s already filling up his calendar with his Santa Claus gigs. With his body suit to add heft, his black boots shined, and beard professionally coiffed, he’s ready for the season. His twinkling blue eyes say it all.
This article was originally published in American Essence magazine.
