Playing Santa Claus is a craft, not a costume. Charles Howard understood this when he founded his Santa Claus School in 1937 in Albion, New York. He wanted every man portraying Santa to do it with real skill. The school later moved to Michigan and still operates today, making it the oldest Santa school in the world.
In 1961, LIFE photographer Alfred Eisenstaedt visited the school and documented the training in detail. His photos show men mastering everything from suit presentation to how to speak with children. One of the first skills taught was the “Santa twinkle” — a deliberate squint of the eyes paired with a warm, open expression. It was a technique, not a reflex.
The beard received serious attention too. Students used yak hair wigs and beards, which had to be kept clean and properly shaped. A poorly fitted or unkempt beard could break the illusion entirely.
Graduates didn’t leave empty-handed. Completing the course earned a diploma naming the holder a Santa’s Helper. A second year of study — backed by customer recommendations and a 1,500-word thesis — could earn a B.S.C. degree.
Eisenstaedt also captured the Santas on the job, interacting with children in stores and public settings. These moments showed the real test of the training — holding a child’s attention and delivering genuine warmth under pressure.
Back at the Albion school, students also spent time with live deer — a detail that grounded the Santa character in its full mythology.
