The Modern Santa’s Helper: Socials, Tech, and Seasonal Scaling with Tom Pruss

Hi everyone. Welcome back to Real Work. Today we are joined by a special friend of the show. One of my favorites, Tom Pruss. You may remember him as a savvy entrepreneur who is in the print business, but he also has a second job as Santa's official helper. Yes, he has special powers. He runs 419 Santa and from tree lightings to virtual visits, he spreads Christmas cheer. Please join me in welcoming Tom. Hi Tom. Hello. Hello. It's so good to have you. I have to comment. I love your shirt. Is this like summer Santa? This, this is, this is summer Santa wear. Okay. And, and you know, it's, it's kind of fun, you know, when you walk into a store, when you look like this and you walk into a store, you immediately get looks from the little guys and little girls. So yes, yes. Tell me, what does Santa do in the off season? Well, Santa on the off season usually takes the time off to at least look at his marketing and his strategy for the coming season. I usually I usually update any kind of good pictures of the previous season. Review a lot of the websites and different type of channels that I have available to me to advertise my business and promote it. Okay. What type of, I want to get back to the summer thing. You were saying that you do some events in the summer. What kind of events do you do in the summer as Santa? Well, um, I've done events where, uh, the little indoor playgrounds will hire Santa for Christmas in July. I did a restaurant this past year, uh, where Santa just milled around with people and, uh, dressed as Santa. So that was fun. And then, you know, what's that? In the air conditioning, you can wear it. No, this was outside. Oh, no. Did you wear the suit? Again, I wear my summer suit. Oh, okay. I misunderstood. I thought, oh my goodness. Okay. Yes. Summer. Santa has a summer suit. Like you said, there's no way he's wearing, uh, he's not wearing a big heavy suit in the wintertime. I give a lot of the Santa helpers down in Florida, a lot of credit because I can just imagine wearing a full Santa suit in the, uh, in that Florida heat. Yeah. It's amazing. I have had the pleasure of having you, an official Santa helper stay with us with your full suit. And I am shocked at how heavy that thing is. It is ridiculously just heavy to pick up, let alone it has to be incredibly hot because you have all the gear on. Um, when do you start growing the beard? Usually what happens is right after the season, if there's no more visits, um, after Christmas, I will shave this all off. All of it comes off. And then starting on starting February the first, it starts growing right back again. Wow. So it takes that long to look that good. Well, I would say it doesn't take that very long considering, you know, you think you think, uh, by, uh, usually, well, knowing that I have to have a beard like this for Christmas in July, good point. It comes in, it comes in fairly quick. Um, I had, uh, I, I maybe about two, three years ago, I actually had somebody who wanted to surprise their daughter for her birthday. She loves Christmas. So they booked Santa to show up for their house in March. So that was, that was a little challenging because again, I, I'm used to being, uh, shaven right after the holiday and show up, you know, and to have to have to wear the beard that long. Um, yeah. How did people find you? What channels do you use to get the word out? That's so clever that someone found you for a birthday. Well, um, first and foremost, of course we use social media, um, Facebook, uh, X, uh, um, all the usual channels that way. Uh, I'm an older person, so it's hard for me to, you know, to do tick tock. I love to do tick tock videos. Unfortunately, I don't have the time to sit there and post on all media channels, things like that. It becomes, I mean, that in itself becomes a chore and a job, right? And usually, usually people in my demographics, uh, parents, young parents with families, Instagram is always the place that they're usually on. Uh, so Instagram is pretty much where I, because Facebook integrates with Instagram, it's easier for me to do both platforms at the same time. So that's how I reach most of my audience. Uh, but I do subscribe to a, uh, a version of it's called gig salad. It's for performers and artists. They're able, um, what they would do is, uh, you go there, you type in, I'm looking for a Santa, the dates and whatever like that. And then I receive a notification that someone's looking for an event as I did yesterday when a, uh, preschool was looking for Santa in December and that's what they did. I submitted my, my, my bid of how much it would be for me to perform and they accepted it. So yeah, it's, it's, it's, it's a great gig. And, and because of that, I'm also the top performer for, for that, for that, uh, uh, app. So yeah, it's, there's a lot of different ways. And, and honestly, um, for marketing, I'm, I went last year, I, I, I did some digital billboards. Um, I don't, I couldn't gauge the success of that. You know, it's hard. I always ask people like, well, where did you hear me and things like that. Um, but, um, this year I, I took a chance and I put a graphic at the, on the back of my van, um, that says you need a Santa. And one of the cutest pictures I have of, of me and a little just, you know, interacting. So I, I'm hoping that just being visible on the street, hopefully people will see that and, and contact me for an event for their Christmas season. Okay. That is incredible. I love that you were on a billboard. I need you to send a picture of that because I wanted to see giant Tom frost Santa. What is, I know you're so busy with your call it your day job, your main job, your print business. How in the world do you do this all during your busy season from, I would say probably Thanksgiving through the Christmas season, what does that look like and how do you manage all of that? So if I can find that out, I'll let you know. Because sometimes I feel myself like even now, um, back to school, I do a lot of, uh, printing for, for school events and things like that. And I'm always behind the eight ball. It seems like, because I am just, it's just me. Uh, it's just a sole employer just doing it for myself. Uh, it's, I make it work. I do. I use my little Santa magic. And, and this is the reason why scheduling works. Um, I, I make sure that anybody who wants a Santa visit, I make sure that they go through my website because it's connected to a scheduling, uh, program. This is the best way for me to make sure that they do get booked because I learned my lesson a long time ago. I had a, I had an event that was, um, that was, uh, 30 miles away. Um, I'm literally crossing over the expressway bridge to get to the other side of the highway to, you know, to get there. I get a text message from this person who said, well, we didn't have a lot of interest. So I'm canceling it as I'm literally like two minutes away from that event. Um, so I've, I've made it a point now that people have to, I can't, and I can't do a thing where you can say, I want Santa on Saturday the 12th at eight o'clock. Can you, can you be open for that? I'm sorry. It's like, I, I can't go with what ifs. Um, this is a highly, especially come December, it's a very highly in demand position. And as, as I sit here right now, my two first two Saturdays in December are already booked. Those are already gone. Uh, so, you know, Sundays and weekdays are what I'm working with right now. Um, and, and I make sure, like I said, I have people direct people to the website, make sure they book their visit online because this way they're assured that they have the, um, they already have it in the calendar. I, this way I can't, it prevents me from overbooking events because that's only happened twice. Um, and the only reason why I say it happened twice is because somebody verbally had given me a tentative date and I assured him that I, that should be a problem. Unfortunately, I didn't put it in the calendar. And that's the reason why I also make sure that people book their own visits because I'm, my mind is like a, um, like a steel sponge sometimes, you know, and it's like goes in one ear up the other hand. And I could swear I'd put that down there, but you know, and I didn't. So I don't want to, I don't want to ruin anybody's holiday. And, and I've had, I've had events where, uh, you know, there's some Santas out there and this, this is what I don't like. There are some Santas out there that will have something booked. Let's say for instance, they'll have a home visit booked. And then somebody comes along and says, wow, we have this parade that we want you to do. Are you available for this parade? And they're like calling that family up and saying, I need to cancel something came up or whatever like that. I can't do that out of good conscious. I mean, I, I just can't. Yeah. Um, it's, I made that commitment. They were first there, you know, and, and I, I don't, I don't judge my experience or my, my performance by what event I'm doing. Everybody loves, everybody wants to be a high profile Santa. Everybody wants to be the Macy's day Santa. Let me put it that way. We all can't. And, and if it means, you know, I mean, I could be selective as to whom I, I visit and how they book me, but I want to make everybody happy. I want to make, especially, I love, I love the home visits and the interactions I can have with the, not only the kids, but the, but the parents and the adults in the room. Because I try to gear, I look at it this way. The parents are the one that are, that are, that are paying me to be there. I want them to have an enjoyable time. Not only the children, children are excited that Santa's there. And then Santa hands out a gift. After that Santa's wallpaper, Santa's just there. So I make sure that I interact with the parents as well and have some fun with them. Because again, you know, they're the ones who's paying for the entertainment. So that's why I make sure that, you know, that the customer is taken care of and the children are, you know, are as happy as well. What does a home visit look like? What do you do when you go to someone's house? Well, the first thing is, is when they, when they book a Santa visit, I have some questions that I like to ask the name of the child, their age, what they want for Christmas. And then farther down, you know, it's like, what's the name of their elf if they have one? Um, what's, uh, what's anything that mom and dad would like Santa to say to the, you know, the child, because there's sometimes the worst, the worst thing I ever had a parent had me say to their child is that they were bad and that they're that. Yeah, exactly. I did that as, as a joke, you know, to the parent, cause the parents, I thought it was funny. The poor child ran away in tears and I said, I'm never doing that again. Oh my goodness. Yeah. So, yeah. So, so that was, that was, so I will, I would never do that again. That was like I said, that was for the parents urging. So, um, it wasn't like I went on my own. So, um, so with this Intel that I have, uh, visit usually I arrive at the house, ring the doorbell, Santa Claus, you know, surprise parents. I usually have parents, um, Santa can't come empty handed. So I usually have the parents stage the gifts outside that I could transfer, uh, transfer into my Santa bag. And then Santa comes in the house, you know, Ho Ho Ho, you know, and make a big to do about it. Things like that. We, we sit down, I ask them about, you know, how was their year? How was their summer? You know, what did you do that was exciting? You know, get, have some interaction with the kids, you know, um, you know, treat them, you know, they're, they're the ones that, you know, Santa's there to see. And then, um, you know, we will read a story, you know, there's always, um, books. I always, I always, I always like picking a new book for the, for the year. Um, I mean, I've got the old standby and the night before Christmas. Um, I do have a great, uh, uh, book. If I'm, if I'm there around Thanksgiving time, I have a book that's called a Turkey versus Santa. Um, which is great, which is a great, because of course, you know, some people, you know, this is Thanksgiving. No, it's Christmas time coming. So, so that's a great, it's a great story to read. But again, like I said, I'll pick up a new book for the season. Uh, something, something short, something sweet. Uh, the, the attention span of the kids, very limited. Um, you can't, you can't go with long, drawn out stories because it just becomes boring for the kids. Um, and usually the larger amount of kids, the more, the more the attention span seems to dwindle. Um, and especially, you know, depending, the other thing that depends on the Santa visit as well as the ages of the kids and their willingness to interact with Santa. Because I've been to events where, you know, I've been to a home where we're a three-year-old just loved all over Santa. Couldn't get enough of Santa, but I've been at houses where, you know, a 10-year-old ran away screaming from Santa. So they're our house. Yeah, exactly. Exactly. So these are, so, so these are things that, you know, you have to be very careful and understand that, you know, a Santa visit can run anywhere between, you know, 15, 20 minutes. And you know, there's only a couple of children there. It's not a very long, it's, it's, it's, you know, again, do our story, um, talk a little bit more, uh, read a book, hand out gifts. Once you hand out gifts, that's, that's the end of it. And then usually, and then usually photographs, you know, photos with the family, things like that. And then Santa's on to his next stop. Okay. That's so interesting. So I have two questions. Question number one, do you wear your Santa suit to the visit? And what do people in the other cars think if you do? So the answer is yes. Okay. I, I, I, once I have the suit on, I try to make sure that I have one event right after another. Okay. I live in an area where I can get from one side of town to the other in about 20, 30 minutes. Okay. So I can squeeze in maybe three visits within an hour. And these are, and these are good. These are good solid sitting down, not rushed, you know, things like that because it's boom, boom, boom, boom. One of the, one of the best visits of one of the best years I ever had was, um, where I had one that was literally two minutes away from my house. And then the next one was a little farther away. And it literally, I made a circle and made it around. So it was just logistically for a person has almost like a slight OCD. That was awesome. That was awesome. So, uh, being able to do that, you know, it makes it great to be able to do this because if I lived in a Chicagoland area or a bunch bigger city, that wouldn't happen, which explains the reason why, you know, pricing for Santa varies in areas. Oh, I never thought about that. Right. Very good point. So Santa visits can be expensive. Oh, absolutely. Real quick. What do people in their cars say when they see you? I can't tell you how many people have honked their horns, pointed, taking photos of me, things like that. Now, there are days where I just want to be photoed. Yeah. And, and so, so I would, if I'm on the expressway, I can tell people who are staring at me, you know, like you have this, you know, that, that side vision, you can see how their peripheral vision. Um, and I know they're trying to take a picture of Santa because they're driving even with me. So sometimes I'll lay off the gas a little bit and kind of like kind of just keep going like just passing them, whatever like that. But most of the time I, I, I, you, again, you look like this, you play right into it. Yeah. That is, that is so magical. Okay. Well, let's get to prices. They really vary and I want to talk about prices, but also I know you do zoom visits, which I think is so great if families don't have a lot of time. So that's a way to sort of combat, um, the different pricing if it's sort of out of your price range, but talk me through pricing for these things. If someone is interested in having, I'm going to say any Santa and not just you, like is there a price range that people can expect? Santas could range. And again, it depends on, so you have natural beard Santas like myself. Um, there are also, you know, there are also Santas that have, uh, um, wigs and things like that. The pricing will vary on, like I said, again, with the market, um, they could, it could be anything from $50 for an hour to, I saw one Santa says that he advertises a thousand dollars an hour. Now, is he worth a thousand dollars an hour? I couldn't tell you. Okay. Um, every Santa thinks that they're the best Santa in the world because all the families always tell them you're the best Santa. Um, but I've, I've seen some, you know, Santas that, you know, I would sit there and question, go, I don't know if you're worth that much money or something like that. But then that's because I'm in the business. Okay. Um, but you know, the zoom visits. So, so, and again, like you said, it depends also on the services that we have. So like I offer zoom visits, zoom visits is what I originally started out with from the get go. Um, and this is of course during 2020 during COVID. Um, it was, I did have some regulars that still wanted Santa visits. So I did that. Um, and, and if people needed Santa to mask up, Santa mask up. So, you know, Santa was, it was their show. So, you know, whatever they needed Santa to do, Santa did. Um, but the zoom calls were great because it also allowed me to get out of my geographic area. So I have a, I'm in Northwest Ohio and I have a client in the Columbus area that contacts me every year with her two boys and I'm Santa for them. So they're like, you know, giddy up. And, and it's funny because, you know, last Christmas we talked about, you know, this might be one of our last years talking, you know, cause you guys are getting pretty big, you know, I love talking to you, you know, but you know, you, you, as a Santa, you have to understand that, that, you know, you're eventually your regulars age out. Um, I have been fortunate enough that I started doing Santa at the age of 19 not because I had a white beard because I fit the suit. Okay. All right. So I had the wig and beard and, um, it was for somebody I worked for, uh, their Santa had passed away and they're like, you know, would you mind doing this? I'm like, sure, I'll do it. And then it just kind of, as the years went by, it just got to the point where I was like, you know, I can, you know, other people started asking me if I'd come over and visit their house and so on and so forth. So it got, you know, so, you know, it got to the point where I was like, boy, could almost do this as a, as a side hustle. Um, and then I would say when I started doing, um, a parade, one of our, one of the, uh, um, nonprofits here in town would do a toy run. And they asked me if I would be the Santa. I said, sure. So I started doing that every year. And one year the temperature, it was always the first Sunday in November. And I'll tell you, that's always a dicey time of the year. Usually I had, I have done it. It was the temperatures were in mid fifties. Okay. Not too, not cold, but not horribly hot. Then one year the temperature was 82 degrees and I'm in my heavy Santa suit. And I'm wearing this fake beard and I felt so icky with that beard. I said, you know, that's it. I'm growing my own beard. So that's how I became a real bearded Santa. Um, I I've been blessed to have a naturally white beard. A lot of Santas dye their beards. That's why you sometimes you'll see a Santa with a yellow beard. Um, because that's just from the bleaching process. Me, I call this Arctic white or I'm sorry, Arctic blonde. Arctic blonde is what this is. I love it. So is there any other, besides zoom and your website where you have your booking and then you're using gig salad and Instagram, what other tech are you using? Anything else that we're missing? Well, of course, you know, I, I try to use as much, uh, um, I, I try to use video with a lot of things. And of course that entails, you know, making videos and AI and and trying to make a more professional and polished look to it because you know, the presentation is everything. Yes. If you, excuse me, if you look like you're a, you know, a, a, a $50 or $25 Santa, you're going to get $25 Santa events. Um, I, you know, I pride myself of being a very professional Santa and I have with my, with my business where I've always looking at graphics and design and things like that. I just have a, you know, I've got this artistic side that I look at that, you know, I really make sure that it's a very professional look and then it's amazing how far that goes because you know, now, now I'm getting, I get some very good, uh, those, uh, those premier events like all these Santas would love to have. I do get those because of my performance and you know, I, I have a reputation of, of delivering through. Yeah. I think that's so interesting. I am not surprised that an official Santa's helper is using AI to develop some promotion materials. And I think you are correct. That really does set you apart. I think that personally, I think that you are the best Santa's helper that I have ever met. And I'm not just saying that because you are our friend, but you've done events for us. We've done virtual visits with you and in person and online, you just have, you have the sparkle. I don't even know what else to call it. I'm assuming Santa like sprinkle something on you because just feel it. Coming through. Um, what is your favorite memory from being an official Santa's helper? Does anything stand out? I would say the opportunity I got to marry somebody on Christmas Eve. I didn't even know this story. Tell me, tell me. Okay. Oh, it, it, I have, I, um, I was contacted from somebody whose name is Nicholas. He was getting married to his wife. She's very into Christmas. Okay. Their daughter's name was Noel. Their son was named Rudolph. Um, they were, she's, she was all in. In fact, um, they were having the ceremony at their house. She had her whole house inside decorated for Christmas. Um, and, and, and this was so, this was so cool that I contacted, I, I do, uh, Santa for toy drive for local news station. So I called him up and said, Hey, how would you guys like to cover Santa Claus performing a wedding on Christmas Eve? And they were like, we're in. And so we're, so we're, so was the couple. They were excited to have that. Cause for them, it's, you know, it's a, it's a memory for their wedding as well. Yeah. So Santa got to perform their, their marriage and it was, it was the most awesome thing ever. That is magical. Is that on YouTube? Do you know? It is. Okay. I need you to send me that link. And this made me think about a movie. So have you seen the movie? I think it's called Noel and I love that movie. So it kind of made me think of that with saying you have the sparkle, which you do. And then you have the Noel marrying on Christmas Eve. That is just magical and the sparkle. And that's just a great movie. Any good Santa movies that you love besides Noel? I love all the Santa Claus movies, especially Santa Claus three. Okay. I don't think I've seen that one. That, that, I mean, nothing's better than a Martin Short as Jack Frost. I have not seen that. And I love him. So I need to watch that. Okay. And I would say an Elf are my favorite two Christmas movies. Elf. I'm going to take a minute. It is such a great movie. I think we need to do a whole episode just on Christmas movies. Really? Being full on Santa gear. Seriously. Santa's favorites Christmas movies. Oh, exactly. But Elf, if you all out there have not seen it, it is just magical. It's so funny. I laugh. I cry. I sing at the end. It is just absolutely amazing. So amazing. So I'll link that. Santa, what are, when you are Santa, what are you reading? You've mentioned a book Turkey versus Santa, any other good books? I have a, um, a book that I usually hand out when I do my summer at home visits. It's a book called that, you know, what does Santa do in the summer? And it shows you, you know, all the stuff that Santa does during the summertime. Santa, Tom Press, you are amazing. Let's do a quick recap here. And then I have one more question for you. You can find Tom on gig salad. Is that just gigsalad.com? That is correct. And they search for you by name or is there a handle you have? Yeah, you can just do a search of 419 Santa. 419 Santa 419 Santa is on YouTube and I will tag you on this video. So if you're watching this on YouTube, you can click on 419 Santa and go right to Tom's site. You're also on Instagram and Facebook. If you're in the Toledo area, look for those digital billboards. I hope you do one again this year. We'll be there for Thanksgiving. And so maybe I will see you as Santa. So since you are so magical, are there any things that people can do to spread a little Christmas magic this year? Always be kind to one another. Always. You, I can't believe, how far kindness goes. Um, as I was, as I was walking out of the store, held the door open for a gentleman. He said, thank you. I said, Oh, you're absolutely welcome. And, and, and I, I can't say how much, how much we hear, especially in the United States. I, we, we take our kindness for granted sometimes. I really think we do. Yeah. I haven't, most people are kind and generous and, and, and outgoing. Um, when you see somebody who isn't like that, give them grace, gives them, give them some time to understand that, you know, you know, they are loved. They just, they just have to be shown that. Yeah. But again, that's the way you celebrate your Christmas all year round. Celebrate Christmas all year round with a little bit of kindness and a little bit of generosity. Like you said, just opening the door at the grocery store, Tom, you are the best. It's always so great to see you. I love the full beard in action. You're looking amazing and good luck with the lead up to your busy time and everybody. I will link everything and the description below and in the show notes and, um, Tom please plan to come back and we'll discuss maybe some books and movies. Well, thank you for having me. I enjoyed this tremendously. All right. Always a pleasure, Tom. Thanks so much. Have a great day, everybody. Bye everybody.