Friday, December 24, 1999
A tough job, but Santas do it
He's nice, even to the naughty
BY EARNEST WINSTON
The Cincinnati Enquirer
Fred Smart plays Santa at Tower Place Mall for Keith Wagner and brother Kevin of Covington.
(Ernest Coleman photo)
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It's no snap being a Santa and posing with a zillion kids while parents and commercial photographers capture the moment.
There are hugs and smiles and wide-eyed looks. There are the occasional screams and tears.
Through it all, Santa must remain calm. It's his job. Santa is a professional. He didn't just fly in from the North Pole.
He's probably been through interviews and reference checks. Usually, he's had training, although he may be self-taught.
And he often is recruited from distant states.
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SANTA RULES
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• Santa Do's: Bathe daily and use good deodorant, encourage good habits, keep a twinkle in eyes, stay in character and use the term, “folks.”
• Santa Don'ts: No smoking, flirting or drinking, never promise anything, never show a bad mood, never rush, never say “little boy/girl” — always say “young man/woman,” and never say “I” — always say “Santa.”
Source: Cherry Hill Photo Santa Claus University
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More and more malls are contracting with companies that rent out Santas.
“We certainly want the Santa to have a natural look. We want the Santa to be authentic, be very appealing with children,” said Elena Miller, marketing director at Florence Mall.
Santa definitely has to be patient. Beginning sometime after Thanksgiving until Christmas, the Santa at Florence Mall spends 12 to 14 hours a day smiling and listening to youngsters' wishes.
Even if some have been naughty — and Santa swears he knows — it's his job to be nice.
In Cincinnati's Tower Place Mall, Santa poses with teen-agers, too. Santa, whose name is Fred Smart, delights in pleasing everyone.
“I'm really concerned about them — most Santas aren't. To them, it's just a job,” said Mr.
Smart, an Indiana native who said he has a doctorate in philosophy. “You just have to have a sense of patience and a sense of kindness. And really listen to the kids. Plus, you have to tell them you love them.”
Mr. Smart, who has worked at Tower Place for the past two years, has been a professional Santa for more than 40 years. Also an actor and magician, he has two requests of each kid who sits on his lap: never lie and be good to your parents.
A Santa must know the names of his reindeer. He must do his best not to frighten children. And he must remain jolly despite diaper wetting and hair pulling.
“It's a lot of hard work,” said Ivette Crichton, marketing director at Tricounty Mall in Springdale.
At Tricounty, Santas with natural beards are preferred. “They're like gems for us. Once you find one you hang onto them,” Ms. Crichton said.
Cherry Hill Photo Enterprises Inc. in Cherry Hill, N.J., requires its 1,500 Santas to be trained at its “Santa Claus University.”
There, they are shown how to dress and taught makeup techniques and Santa “do's and don'ts.”
Cherry Hill provides Santas for 400 department stores and shopping centers, including Tricounty Mall.
“We look for a congenial Santa with a twinkle in his eye. He must have stamina, patience and love the spirit of Christmas,” said Robert Wolfe, president of Cherry Hill Photo Enterprises Inc.
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