Santa Lessons: Inside the Craft of Santa Claus

Santa Ben was featured in coverage of the Charles W. Howard Santa Claus School in Midland, Michigan—an internationally recognized program dedicated to preserving the traditions and responsibilities of portraying Santa.

Bringing together Santas from across the country and around the world, the school offers immersive training that blends practical skill development with a deeper understanding of the role. From storytelling and presentation to communication, history, and professionalism, the curriculum reflects the level of preparation required to represent Santa with care and authenticity.

Beyond the classroom, much of the learning happens in shared moments—conversations between Santas exchanging experiences, insights, and approaches to the role.

“We are better together. You meet people, share experiences, and become part of something bigger. It’s truly magical.”

The article also highlights a central truth carried throughout the program: that portraying Santa is not simply about appearance or performance, but about embodying the spirit behind the role.