Santa Enters Through the Heart—And That’s Where the Learning Begins

**“He errs who thinks Santa enters through the chimney. Santa enters through the heart.”

—Charles W. Howard, 1937**

This timeless quote from the founder of the world’s oldest Santa Claus school, the Charles W. Howard Santa Claus School, perfectly captures the heart of what it means to be a professional Santa. It’s not about red suits or sleigh bells—it’s about heart, compassion, and the joy of bringing Christmas magic to life.

This week, Santa James is once again immersing himself in that spirit as he travels to Midland, Michigan, to attend the historic Charles W. Howard Santa Claus School, the Harvard of Santa training. For several days, he’ll join fellow Christmas performers from across the country and around the world, all united by one shared mission: to become better ambassadors of joy.

⸻

A Journey of Lifelong Learning

For Santa James, this is not his first Santa school experience. Over the years, he has trained through the Northern Lights Santa Academy and the Worldwide Santa Claus Network, each offering unique opportunities to learn, grow, and refine the craft of portraying Santa Claus.

Every school emphasizes something special. At Northern Lights, Santa James learned about costuming, storytelling, and professional photography techniques, how to create magical photo moments that last a lifetime. The Worldwide Santa Claus Network focused on communication, virtual visits, and mastering the art of connection in a digital world.

Now, at the Charles W. Howard School, he takes another step forward, returning to the roots of professional Santa portrayal, where every lesson echoes with history, tradition, and a deep respect for the man who first believed Santa should represent the spirit of giving, not just the image of it.

⸻

Why Santas Go Back to School

To outsiders, it might seem curious that so many men and women, many with real beards, custom suits, and decades of experience, travel hundreds of miles and spend their own money on schools, hotels, and workshops to study how to be Santa Claus.

But those who wear the red suit understand why.

Being Santa isn’t simply putting on a costume. It’s a calling.

It takes practice and dedication to create that perfect moment when a child’s eyes light up in wonder or when a family shares laughter around the Christmas tree. It’s about learning how to listen, how to engage, and how to bring comfort and joy not just to children but to people of all ages.

At Santa schools, performers study child psychology, storytelling, sign language, makeup, costuming, improvisation, photography, ethics, and even business management, all so they can deliver safe, inclusive, and unforgettable experiences. They also learn from veteran Santas who have spent decades perfecting their craft, sharing stories that remind everyone why this work matters so deeply.

⸻

The Heart Behind the Beard

For Santa James, these schools aren’t just about professional development—they’re about purpose.

Every time he attends a new session, he rediscovers why he fell in love with this work in the first place. It’s the joy of seeing a child run into his arms, the peace of watching a family share a moment of laughter, the magic of hearing an elderly resident whisper, “I remember you from when I was little,” even if they can’t recall much else.

There’s something timeless about Santa’s presence, something that reaches across generations. Children see hope. Parents see tradition. Elders see comfort. And for Santa James, being part of that chain of joy is worth every mile, every workshop, every late-night suit fitting or beard grooming session.

As he often says, “An elderly person may not always remember their family—but they always remember Santa.”

That memory, that emotional connection, is what drives him to keep learning, keep growing, and keep giving.

⸻

The Classroom of Cheer

The Charles W. Howard Santa Claus School is far more than a classroom, it’s a community. Founded in 1937, it continues to uphold the legacy of its namesake, a man who believed that Santa should be more than a seasonal character. Howard envisioned Santa as a living embodiment of kindness and joy, someone who reminds the world that generosity never goes out of style.

This week, Santa James will study under instructors who specialize in everything from reindeer care to storytelling, from media training to wardrobe design. He’ll practice answering the tough questions children ask, like “How do you fit down the chimney?” or “What if I don’t have a fireplace?”, and learn to respond with warmth, humor, and imagination.

He’ll also attend sessions on inclusivity and accessibility, learning ways to make every child feel seen and loved, including those with special needs or communication challenges. These lessons align perfectly with Santa James’s own training and values, his commitment to understanding ASL, working with children of all abilities, and making sure every visit feels magical, no matter the setting.

⸻

The Cost of Joy, and Why It’s Worth It

Every professional Santa knows that this journey comes with costs. Tuition, travel, hotels, meals, and time away from family can add up quickly. But for Santa James, it’s not a cost—it’s an investment.

It’s an investment in the children who will remember their magical visit for years to come.
It’s an investment in the families who trust him to bring the true spirit of Christmas into their homes.
It’s an investment in himself, as an artist, an ambassador of goodwill, and a steward of one of the world’s most beloved traditions.

Professional Santas aren’t paid for their time alone, they’re rewarded in smiles, hugs, and memories that last lifetimes.

As Charles W. Howard once said, “He errs who thinks Santa enters through the chimney. Santa enters through the heart.”

For Santa James, those words aren’t just a motto, they’re a mission.

⸻

Looking Ahead to the Season of Wonder

As the countdown to Christmas draws closer, the lessons learned at Santa school will soon come to life. The practice sessions will turn into real moments, at home visits, parades, corporate parties, and community events across Upstate New York and beyond.

Children will giggle, adults will smile, and the holiday spirit will shine brighter than ever. And behind every magical moment will be hours of preparation, dedication, and love, all rooted in the same belief that brought Santa James to this school: that Santa’s real power isn’t in the sleigh or the suit, it’s in the heart.

Because when Santa enters the room, what he truly brings isn’t presents. It’s presence.
And that’s something worth studying for, traveling for, and sharing with the world.