Since 1960, we have helped bring Santa to millions of families across North America.
Today, Santa Central exists to support the people behind the beard at Cherry Hill Programs, providing community, training, opportunity, and a place to belong.
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For more than six decades, Cherry Hill Programs has proudly brought Santa to millions of families through iconic, trusted destinations across North America.
What began as a mission to connect families with the magic of Santa has grown into something even bigger, a commitment to Santa themselves.
Today, Santa Central is a year-round home for professional Santas, offering thoughtful placement, meaningful training, and a connected community designed to help Santas grow, thrive, and feel supported, both in and out of the season.
Every Santa’s path is unique, but at Cherry Hill Programs, no Santa travels alone.
Each year as Santa brings its own set of stories and memorable moments… Having worked at the same location year after year, the babies I once held for their very first Christmas photo now return as pre-teens. I’ve come to think of these families as “my families.” I often find myself serving as a counselor, as children and adults alike, some as old as 96, feel safe sharing their tragedies and triumphs with Santa… As Santa, I may be participating in—or even creating—the most memorable moment someone experiences all year. Having the opportunity to touch so many lives and become part of their Christmas memories is truly a blessing.
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I once met a quiet little girl who I thought came to visit me with her mother and father and handed me a carefully folded letter. She was not asking for toys or anything money could buy—her only wish was to find a forever family who would love her, care for her, and never send her back to foster care where she had spent most of her life. I listened, reassured her that Santa believed in the power of love, and told her I believed her wish could come true. Later, her foster mother returned to visit me and told me that hearing this little girl share her heart had moved their family so deeply that they felt compelled to become the ones who would adopt her. In that moment, the power of love and the magic of Santa truly did help fulfill her wish—not through magic alone, but by creating a space where love could be heard, felt, and chosen.
For me, being Santa means creating a moment where every child and family feels seen, valued, and included in the wonder of Christmas. For some families a visit with Santa can become a much-needed pause, a gift of hope and joy. It matters deeply that children can see themselves reflected in the magic of Santa and know they have a place in the story. To serve as Santa in these spaces is to stand in the gap, to listen,to uplift, and to plant seeds of hope that can last far beyond the holiday season.
One memory still makes me laugh. I wasseated at a very busy mall on Long Island when a lively seven-year-old finishedhis photo and raced back to his mother. Without lowering his voice one bit, he announced, “Now that was the real Santa—not like that skinny Santa with the fake beard we saw at that other store!” Children have a way of settling these matters with complete confidence. The truth is, the beard and the suit only take you so far. You decide whether you are the real Santa the moment you sit in that chair. When you believe it, , they believe it too. Act like the real Santa, and the children will take care of the rest.
The most memorable moment came in my first season. I had heard over and over again to be prepared for the one child that may break my heart. Midway through the season, I had a family of three come in: Mom, Dad, and a little girl of about six. When it came time to ask her what she wanted for Christmas, her first words were ‘Bone Marrow’. I immediately followed my training and did not fixate on her first request, instead carrying on. She repeated, Bone Marrow, Doll with a purple dress and shoes. I smiled, got through our visit, and I waved Mom over, trying my best to hold back tears, and asked told her about her little one's request, and she looked at me, and said, “No, she wants a bow and arrow!"
A connected community of Santas who support one another throughout the year.
Professional development, mentorship, certification, and Santa University.
Meaningful opportunities to create memories that families will cherish forever.
Santa Matters.
The role of Santa is more than a suit and a beard.
Tradition Matters.
Every visit helps preserve a tradition passed from generation to generation.
Community Matters.
The best Santas never stop learning from one another.
Families Matter.
Every interaction has the potential to become someone’s favorite Christmas memory.
Whether you’re taking your first step into the red suit or continuing a tradition decades in the making, Santa Central is here to help guide you through the journey.