21 Behind-the-Scenes Secrets of Mall Santas

THE NOERR PROGRAMS
THE NOERR PROGRAMS

Being a mall Santa might seem like a relatively easy job: Put a kid on your lap, ask them what they want for Christmas, pose for a quick photo, and send them on their merry way. But any Santa who’s done even one season at the mall will tell you the job takes dedication.

“There’s no harder job in all of Christmas than being the mall Santa,” says Paul Sheehan, who worked as a Santa at a mall in rural New Hampshire and is now in his 36th season as a professional Mr. Claus. “Between Black Friday and Christmas Eve at 3 pm, I had seen over 17,000 kids. Someone in a bigger city, they’re doing twice and three times that.”

But there’s a reason thousands of rotund, bearded men don the suit every year: While demanding, being Santa is also incredibly rewarding. We spoke with a few professional Kris Kringles about what it’s like being the season’s biggest celebrity.

1. THEY GO TO SANTA COLLEGE.

If you’ve ever perched on Santa’s knee at your local mall, there’s a good chance he was a graduate of Santa University, run by Noerr Programs Corporation, an events company that trains and distributes Santas to more than 278 major malls and shopping centers across the country. Each Noerr Santa has to pass a background check and undergo several rounds of interviews. And a real beard is required. “That’s part of the magic,” says Ruth Rosenquist, Noerr’s Director of PR.

Every August, Noerr hosts its Santa University in Arvada, Colorado, where hundreds of “gentlemen of great mirth and girth” gather for four days of training on everything from Santa ethics to how to ho-ho-ho. “It’s amazing to sit with all these guys in their red shirts and suspenders,” Rosenquist says. “You look up and you’re speaking to Santa. It’s the best audience in the world.” Watch a sneak peek below:

2. RULE #1: ALWAYS STAY IN CHARACTER.

If you’re wearing the red suit, you must behave like Santa at all times. This means having a jolly temperament and never snapping or yelling at a child, no matter how frustrated you may be.

“The most important thing they need to understand is that they are Santa and they always are to remain in character of Santa,” says Rosenquist. “They’re never to break that character.”

For some of the more professional St. Nicks, the white beard and big belly stays with them all year, so they have to be careful about how they’re representing the jolly old elf in public. This means being on one’s best behavior and fielding questions like, “Santa, what are you doing at the grocery store?”

Robert Hildreth, a professional Santa of 30 years, says he doesn’t drink when he goes out for dinner with his wife Carol Hildreth (a.k.a. Mrs. Claus), because he wants to be the model image of Santa for children. “You gotta watch what you say and do because the kids are looking at you,” he says.

But playing a convincing Santa all year round comes with its perks, like the occasional free meal. “We’ve had a couple incidents where we’ve gone into restaurants and the little ones notice us,” Carol explains. “He’ll go over and talk to them a bit and then when we go to pay the bill it’s already been taken care of.”

3. THEY KNOW WHERE THE MALL’S SECRET BATHROOMS ARE.

Santa shushing in the show.

“I refuse to go to the public restroom if it’s at all avoidable,” says RG Holland, one of Noerr’s men in red. “The whole deal of being Santa, particularly at the mall, is when you’re dressed as Santa you have to stay in character and it’s kinda hard to be in a Santa suit staying in character in front of a urinal.”

In some malls, Santas have their own designated dressing area complete with a bathroom. And if not, they improvise. “I find the restroom in the mall that is the most obscure and private,” Holland says. “If I have trouble finding those, I find the nearest department store and use one of their restrooms that’s out of the way.”

4. THEY SECRETLY SWAP.

If a Santa needs to take a lunch break or his shift is ending, sometimes another one will step in without anyone noticing. “In the busiest of malls, we often set it up so there are two Santas and we try to match in terms of physical appearance so it’s not that obvious in mid-day when we swap,” says Holland. “We don’t want anyone saying ‘That’s not Santa!’ A lot of times even parents and especially kids, if they didn’t see us together, they wouldn’t know which was which.”

5. THEY GET A BODYGUARD.

According to Rosenquist, every Noerr Santa gets an escort when he leaves the set. This is supposed to discourage the mobs of fans from attacking him.

6. THERE’S A RIGHT WAY AND A WRONG WAY TO BLEACH A BEARD.

While some naturally-bearded Santas are blessed with snowy white bristles, others aren’t so lucky. In that case, bleaching is the best option, but only when it’s done gradually and with great care. “It’s gotta be done in stages,” says Rosenquist. “If you try to go snowy white all at once, you’ll burn your hair and it gets yellow.” Smart Santas begin the coloring process in October in preparation for the holiday season.

7. THE MONEY’S PRETTY GOOD.

Santa holding lots of money

Noerr doesn’t disclose how much it pays its actors, but according to Rosenquist, it’s a salaried position, and the rate can vary by location. Ed Warchol, president of Cherry Hill Photo, another Santa distributor, says his Santas earn “well into the five-figure range for just six weeks of work.”

8. AND SENIORITY HELPS.

The more experience a Santa has under his belt, the bigger his paycheck. “We always look for experience,” says Rosenquist. One 18-year veteran St. Nick said he could make $30,000 in one season.

For some comparison: according to a cheeky report from insurance information site Insure.com, the real Santa Claus would earn roughly $140,000 a year if he were compensated for all the work he does, including overseeing the toy factory and piloting the sleigh on Christmas Eve.

9. THEY MIGHT KNOW SIGN LANGUAGE.

Noerr teaches Santas-in-training key ASL gestures so they can communicate with deaf children. They’re also advised to learn basic Spanish. Rosenquist says the demand for Santas of different races and backgrounds is growing. “We are in a lot of markets that are heavily Hispanic, so having bilingual Santas is of supreme importance,” she says.

10. THERE’S A SECRET SANTA GREETING.

In public, Santas speak in code to one another as a show of camaraderie. “I’ll go up and ask him if he’s being good this year,” says Holland. “That’s a giveaway.” Or, if a Santa lookalike answers to “Brother In Red,” you know you’re talking to a St. Nick.

11. A ROUND BELLY IS NOT REQUIRED.

“You don’t necessarily have to have the belly full of jelly,” Rosenquist says. “We don’t measure our Santas by their waist, we measure them by their hearts.” Noerr’s training program actually includes a session on how to eat properly and avoid the health risks that come with being Santa-sized, like diabetes and heart disease. If Santa needs a bigger belly to be convincing, he can be “enhanced” with padding.

Some Santas also wear makeup to maintain a rosy glow. “Number 30 rouge for the cheeks and maybe a little touch on the nose to give him a little bit of weathered look,” one actor told This American Life.

12. CONDIMENTS ARE TO BE AVOIDED.

“If he’s presenting that day, it’s pretty much just water and sandwiches with no ketchup or mustard in them,” says Carol Hildreth. “Otherwise the beard gets dirty.” And nobody wants Santa all up in their face if he’s got bad breath, so good Santas keep breath mints on them at all times. Robert adds an extra special touch: His beard oil is peppermint-scented.

13. THEY HAVE TO STUDY.

“One of the things you have to have at your fingertips at all times is all the culture that goes with Santa,” says Sheehan. This goes way beyond being able to recite the names of Santa’s reindeer. Sheehan tries to keep up with every new movie or TV show in which Santa makes an appearance and memorize the plot so he’s not caught off guard by an inquisitive child. “You could be blown away by a new movie out this season that you haven’t seen yet, but the kid has like six times,” Sheehan explains. “They’re asking details about what happened in the movie and you don’t know what’s going on.”

Santa also has to know all the latest toys—after all, he makes them. “I go through the toy catalogues every year,” says Sheehan. “In a nutshell, it’s staying current. Like any dentist or doctor has to read professional journals, it’s the same with us but we have to stay up on everything that has to do with Christmas.”

14. “I’LL ASK MRS. CLAUS” IS CODE FOR “I DON’T WANT TO ANSWER THAT.”

Kids say the darndest things on Santa’s knee, and no amount of studying can prepare a Kris Kringle impersonator for all the odd questions or bizarre requests. You know you’ve stumped Santa when he brings up the wife.

“I blame a lot on Mrs. Claus,” says Holland. “If anything comes up that’s questionable, I say ‘I’ll have to check with Mrs. Claus about that.’ It really defuses a lot of skepticism.”

But Mrs. Claus does more than just take the blame for Santa’s shortcomings. She often helps shy kids feel more comfortable. “Sometimes the little ones are afraid of the big guy in the red suit and the beard but they’ll come to someone who looks like grandma,” says Carol Hildreth. “So they’ll sit on my lap and then talk to Santa.”

15. THEY’RE NOT ALLOWED TO PROMISE.

One of the worst things a mall Santa can do is promise a child they’ll get what they want for Christmas. “If you promise stuff the parents can’t provide then it’s rough on them and it makes Santa look bad too,” says Holland.

Noerr coaches its Santas to deliver a message of hope, but to make no guarantees. “The most you can say is that you’ll try,” says Sheehan. “Even if I know you’ve bought it for them, I’m not gonna tell them that because god forbid the garage catches fire and the toys are gone.”

16. THEY HATE CRYING BABY PHOTOS.

But for some reason, parents love them. “Unfortunately some think that’s the thing to have,” Holland says. “I do everything I can to avoid them. Parents say it’s ok if they cry, but the crying picture is not any fun for the kid and it’s not any fun for Santa either.”

The best way to avoid a screaming, sobbing child is for parents to stay close, rather than shoving the kid in Santa’s lap and walking away. “Give the kids time to acclimate to Santa,” says Robert. “The child is scared and crying and screaming because they don’t know who you’re handing them off to. Please don’t throw your kids to us.”

“Some of these people slug their kids around like they’re 10 lb bags of potatoes,” says Sheehan. “I had a woman in the mall who almost tossed the child to me. She let go of the kid before I had a grip on the kid, then walked away and was wondering why the child was crying. Parents are the worst part of the whole thing of being Santa.”

17. THEY WISH YOU’D DO THE HEAVY LIFTING.

 Santa Claus napping

The constant up-and-down that comes with hoisting kids on and off your knees for 12 hours a day can cause all kinds of aches and pains. After their shifts, the older Santas are probably going home to ice their knees or put a heating pad on their backs.

“Like any business you go into there’s always something that wears out, some part of the anatomy that takes a beating,” says Sheehan. “For Santa it’s the knees and hips. By the end of the season, you’re really going to be hurting.”

If you want to make your local mall Santa happy, save him a little bit of effort by lifting your child onto his lap.

18. NOT EVERY SANTA CAN NAIL THE SIGNATURE LAUGH.

“Interestingly enough, there are some Santas who just can’t ho-ho-ho,” Rosenquist says. “We try to get them to do it but for some of them it’s just not their nature.”

19. KIDS’ TOY PREFERENCES ARE CHANGING.

The old standbys never change: Lots of boys want a fire truck and girls want an American Girl doll. But according to Sheehan, requests for gender-specific toys have fallen over the last two or three years. “So I will hear boys asking for an Easy Bake Oven and the girls will like LEGOs and the kinds of toys you can build something with,” he says. “There is a shift and transition there that’s happened in last couple years.”

20. THE PROFESSIONALS HAVE LIABILITY INSURANCE.

All it takes is one squirming child who falls off a knee and Santa could be liable for thousands of dollars in damages. As a precaution, the professionals carry their own insurance.

“We carry $2 million of liability insurance,” says Robert Hildreth. Luckily he’s a member of a Santa training and advocacy group called International Brotherhood of Real Bearded Santas, which helps him get a group rate on insurance. “We’ve never had to use it, but it’s nice to have it there,” he says.

21. IT’S ALL ABOUT BEING A GOOD LISTENER.

The most important part of a mall Santa’s job, according to Sheehan, is to lend an ear to kids who might be feeling lost. “Being with Santa might be the best thing that’s gonna happen to that kid all day,” he says. “I try to make it warm and affirming and raise them up. Everyone needs affirmation.”

Some kids ask for the impossible, like the return of a deceased family member or a reunion between divorced parents. “There are some things Santa can’t do, but we’ll pray with them,” Holland says. “Another thing I like to do is tell them that as long as they remember the person who’s gone, they’re still with them. You have to really philosophize with some of them and tell them stuff in a way that makes sense and that they will come away feeling like it’s gonna be ok. The parents get the pictures, the kids get the experience.”

All images via iStock unless noted.

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BartekSzewczyk/iStock via Getty Images
BartekSzewczyk/iStock via Getty Images

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10 Secrets of Ice Cream Truck Drivers

asiafoto/iStock via Getty Images Plus
asiafoto/iStock via Getty Images Plus

Ever since Good Humor founder Harry Burt dispatched the first jingling ice cream trucks in Youngstown, Ohio, in 1920, kids and adults alike have had a primal reaction to the sight of a vehicle equipped with a cold, sugary payload. Today, ice cream trucks spend May through October hoping to entice customers into making an impulse beat-the-heat purchase. To get a better idea of what goes into making ice cream a portable business, Mental Floss spoke with several proprietors for their take on everything from ideal weather conditions to police encounters. Here’s the inside scoop.

1. IT CAN GET TOO HOT FOR BUSINESS.

The most common misconception about the ice cream truck business? That soaring temperatures mean soaring profits. According to Jim Malin, owner of Jim’s Ice Cream Truck in Fairfield, Connecticut, record highs can mean decreased profits. “When it’s really hot, like 90 or 100 degrees out, sales go way down,” Malin says. “People aren’t outside. They’re indoors with air conditioning.” And like a lot of trucks, Malin’s isn’t equipped with air conditioning. “I’m suffering and sales are suffering." The ideal temperature? "A 75-degree day is perfect.”

2. THEY DON’T JUST WANDER NEIGHBORHOODS ANYMORE.

An ice cream truck sits parked in a public spot
Chunky Dunks

The days of driving a few miles an hour down a residential street hoping for a hungry clientele have fallen by the wayside. Many vendors, including Malin, make up half or more of their business by arranging for scheduled stops at events like weddings, employee picnics, or school functions. “We do birthday parties, church festivals, sometimes block parties,” he says. Customers can pay in advance, meaning that all guests have to do is order from the menu.

3. SOME OF THEM DRIVE A MINIBUS INSTEAD OF A TRUCK.

For sheer ice cream horsepower, nothing beats a minibus. Laci Byerly, owner of Doodlebop’s Ice Cream Emporium in Jacksonville, Florida, uses an airport-style shuttle for her inventory. “Instead of one or two freezers, we can fit three,” she says. More importantly, the extra space means she doesn’t have to spend the day hunched over. “We can stand straight up.”

4. THEY HAVE A SECRET STASH OF ICE CREAM TO GIVE AWAY TO SPECIAL CUSTOMERS.

A picture of an ice cream truck menu.
Sarah Silbiger/Getty Images

The goal of any truck is to sell enough ice cream to justify the time and expense of operation, so freebies don’t make much sense—unless the truck happens to have some damaged goods. Malin says that it’s common for some pre-packaged bars to be broken inside wrappers, rendering them unattractive for sale. He sets these bars aside for kids who know the score. “I put them in a little box for kids who come up and ask if I have damaged ice cream,” he says. “Certain kids know I have it, and I’m happy to give it to them.”

5. THEY’RE CREATING CUSTOM ICE CREAM MENUS.

An ice cream nacho platter is shown
Chunky Dunks

While pre-packaged Popsicles and ice cream sandwiches remain perennial sellers, a number of trucks are mixing up business by offering one-of-a-kind treats. At the Chunky Dunks truck in Madison, Mississippi, owner Will Lamkin serves up Ice Cream Nachos, a signature dish that outsells anything made by Nestle. “It’s cinnamon sugar chips with your choice of ice cream,” he says. “You get whipped cream, too. And for the ‘cheese,’ it’s a caramel-chocolate sauce.” The nachos work because they’re “streetable,” Lamkin’s label for something people can carry while walking. “The next seven or eight people in line see it, and then everyone’s ordering it.”

6. THEY DON’T ALWAYS PLAY THE ICONIC JINGLE.

Before most people see an ice cream truck, they hear that familiar tinny tune. While some operators still rely on it for its familiarity, Malin and others prefer more modern tracks. “Normally we play ‘80s rock,” he says. “Or whatever we feel like playing that day. We rock it out.”

7. POP CULTURE CHARACTERS ARE SOME OF THEIR BEST SELLERS.

A Captain America ice cream treat
Doodlebop's

While adult customers tend to favor ice cream treats they remember from their youth, kids who don’t really recognize nostalgia tend to like items emblazoned with the likenesses and trademarks of licensed characters currently occupying their TV screens and local theaters. “Characters are the most popular with kids,” Byerly says. “SpongeBob, Minions, and Captain America.”

8. THEY KEEP DOG FOOD HANDY.

At Doodlebop’s, Byerly has a strategy for luring customers with pets: She keeps dog treats on hand. “The dog will sometimes get to us before the owner does,” she says. “If the dog comes up to the truck, he’ll get a Milkbone.” That often leads to a human companion purchasing a treat for themselves.

9. SOMETIMES RIVALS WILL CALL THE COPS.

Though there have been stories of rogue ice cream vendors aggressively competing for neighborhood space over the years, Malin says that he’s never experienced any kind of out-and-out turf war. Ice cream truck drivers tend to be a little more passive-aggressive than that. “I have a business permit for Fairfield, so that’s typically where I’m driving,” he says. “But sometimes I might go out of town for an event. Once, a driver pulled up to me and asked if I had a permit. I said ‘No, I’m just here for an hour,’ and he said, ‘OK, I’m calling the cops.’ They try and get the police to get you out [of town].” Fortunately, police typically don’t write up drivers for the infraction.

10. SOME LUCKY CUSTOMERS HAVE AN APP FOR HOME DELIVERY.

An ice cream truck driver.
George Rose/Getty Images

Technology has influenced everything, and ice cream trucks are no exception. Malin uses an app that allows customers to request that he make a special delivery. "People can request I pull up right outside their home," he says. If their parents are home, there’s one additional perk: "I accept credit cards."

This article originally ran in 2018.