The itch to play Santa is in Dave Greulich’s blood. His chef father played Santa, visiting three families every Christmas for thirty years. Still, Dave didn’t have an interest in transforming into Santa as he began a diverse career that included working as a restaurant consultant, running a BBQ restaurant, and working in Racing Chemistry (testing greyhounds and horses that raced at pari-mutuel tracks) at Iowa State University. But sixteen years ago when Dave was in his early fifties, after a family member suggested that he put his home-grown beard to good use, Dave decided to apply for a Santa job at the local mall. On his first day, Dave didn’t make it from the parking lot to inside the mall before he heard a tiny voice crying, “Santa! Santa!” After turning around, he noticed a girl break away from her father. As he got down on one knee and opened his arms, she ran full speed toward him and melted into his arms. Dave says he knew right then that he would be playing Santa for as long as he was able. “That feeling was unlike anything I can accurately explain,” he adds.

After attending Santa School, Dave first worked in the local mall, and then traveled to Torrance, California, Omaha, Nebraska, Orlando, Florida, and then Redmond, Washington, before finally settling into the title he now holds as Santa Ames. Dave says the best piece of advice he received when he decided to play Santa is that he must believe in himself. “Every Santa knows not to get too wrapped up in themselves or the character,” he states. “After all, I am not Santa. I am a helper; a Santa performer.”

There are many qualities that make up a good Santa. “He must love children and enjoy talking and listening to them,” Dave adds. “He must be real, kind and gentle, humble, smart, and quick with answers.” The children that sit on his lap often bring both amusing and heartbreaking stories with them. One little girl wanted a real Harry Potter wand so she secretly could turn her mother into a pig. Another girl asked for make-up for Christmas. When Dave asked her why, she stated that everyone had told her she was ugly and that she felt make-up would make her more beautiful. Dave said that after he buoyed her spirits and told her she was naturally beautiful, she hugged him tightly and skipped away. It is experiences like that one that remind Dave every day that both children and adults look up to him and that it’s important not to betray that trust.

Dave says that Santa imparts many valuable lessons to all ages that include, “Be kind to one another, don’t take things so seriously, it’s better to give than to receive, and it takes so little to make a difference.” No one is too old to visit Santa. Many times, college students stop by and tell Dave it’s a tradition that they have a photo taken with Santa and give it as a gift to their mother. Another time, a couple—ages 102 and 96—brought a group of at least twenty-five family members to witness their visit with him.

Every holiday season, Dave decorates his yard with lights and at least fifteen inflatables, a sleigh, and eight tiny reindeer. A few nights each season, Dave sits in the sleigh and invites everyone to his yard to have their photo taken with him. In return, he asks for a donation for the local food bank. Last year, he donated nearly one thousand pounds of food and several hundred dollars.

This time of year, Santa is very busy. In October, he begins contacting clients in the Des Moines/Ames, Iowa, area, ensures his background checks are completed, his liability insurance is renewed, his suits are clean, and that he has a fresh supply of candy canes on hand. When he is not preparing for a chaotic holiday season, Dave cares for his beloved wife who has ALS.

He advises anyone who wants to pursue their passion in life to “Go for it. Don’t be afraid of setbacks or to ask for advice, help, or for a mentor. Remember, you don’t know everything. No matter how much you have learned over the years or how many years you have done it, there is always someone who knows more and can help you somehow.”

Charles W. Howard once said, “Santa Claus does not enter through the chimney. He enters through the heart.” Every Christmas when Dave dons his red suit, black belt, and boots and gives a hearty “Ho! Ho! Ho!” to girls and boys of all ages, he does just that, helping all of us believe in the miracle of giving.

To book Santa for a future event, visit http://santaames.com/.

Vicky DeCoster is a Certified Life Coach based in Omaha, Nebraska, who specializes in helping her clients both locally and nationwide to move past obstacles, create a plan for happiness, and cross the bridge of transition to find a new and fulfilling direction in life. To read more about her and her practice, visit her at crossthebridgecoaching.com.