“People often don’t look at the (expenses that go into being a Santa). They only look at the 35 to 40 minutes when you’re visiting.”
Indeed, a group of 57 Santa and Mrs. Clauses from all over Alabama gathered inside the 50s-theme diner and brought with them plenty of Christmas spirt weeks after most people have packed away the holiday decorations and, in the case of the Alabama Gulf Coast, gotten ready for Mardi Gras.
“Alabama has one of the stronger groups out there,” said Jamie Dozier, 56, who is known as “Santa Jamie,” of Guin. “Most of the groups you follow on Facebook, they will have 15-20 who show up . We’ll have 40 to 70 show up at every event. We are a strong organization.” “The first year of COVID, I did very little ,” said Rusk. “I did my core customers, but I didn’t do much else. The second year, in 2021, it opened up a little more. In 2022, it went wide open.”Rusk’s rate is between $150 to $200 an hour, which is about on par with what Santa Clauses are charging across the U.S. The rates are going up as costs rise. For instance, a good Santa suit can cost at least $1,200. More elaborate outfits cost $2,000 and up.
Other Santas are more fortunate like Eddie Lackey, 66, of Montevallo. Lackey’s beard is 100 percent pure snow-white and requires very little preparation. LaFain Freeman, "Santa LaFain," an 82-year-old Santa Claus in Oxford, signs his books during the Cotton State Santas gathering at the Sunliner Diner on Saturday, Jan. 21, 2023, in Gulf Shores, Ala. Freeman has portrayed Santa Claus since 1957. .
Dozier has company when he is performing as Santa Claus in Tuscaloosa, Huntsville, Birmingham, Montgomery, Memphis, Tupelo, and elsewhere.His wife, Becky, performs as Mrs. Claus. He has another sister, Janet Hensley, 55, of Jasper, who performs as the Grinch.
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