The Economy

We have started to get bookings for December, but there is a significant difference this year - the price we can charge. During our peak period in the early 2000's, we could charge a premium and nobody would blink. But starting last year, we had to lower our hourly rate to something approximating what we charged 8 to 10 years ago or we would not get many bookings. Part of the reason is, of course, the economy, but another big reason is moving to an area where people do not earn as much and cannot afford as much.



We used to live near Princeton, NJ, where many of the people who are involved in all the Wall Street shenanigans reside. They could afford to have Santa for a couple of hours at a premium rate. Even Christmas Eve, when we doubled our regular charge, was our busiest day and nobody blinked at the cost. Now, we have moved to the Poconos, primarily to escape the high taxes and cost of living in NJ, but we do not get those bookings anymore. A trade-off, to be sure.



The first year we moved, we made arrangements to continue visits with our regulars, through the kind auspices of one of our friends. Still, that situation gets wearing for the host, having your guest Santa coming and going at all hours and basically 'crashing' at night. Formal niceties can be lost in the hectic pace of coming in, changing costumes and running out the door. We almost lost a good friend.



Now, we confine our NJ visits to one weekend each December, try to book our regulars on the one weekend, then continue to farm new clients up here in the Poconos for the rest of the holidays. It is working out okay this way, with our friend considering that weekend our 'traditional' holiday visit. And we are getting regular customers up here.

After all, Santa is everywhere.

Marketing

It is the end of July, so that makes it the start of Marketing Season! We have to get the word out in our new home area so we can get more gigs up here in North East PA.

We have plenty of work available back in Princeton. Our regular customers have already started calling to book for the 2008 Holiday Season, but we want to establish ourselves up here. That means new business cards and postcards (the postcards work best for local super markets and other stores), contacting local party planners, and taking advantage of every opportunity to get our name out there. My Santa is going on the radio for a 'Christmas in July' gig so he can promote himself. The good thing about this is no suit - and so we do not have to worry about how hot it is!

I try to get a new picture each year, so anyone we gave a card to last year remembers him, and yet it is new! Marketing! We also set up a new web site: visitsfromsanta.spaces.live.com - anything to get the face out there. Marketing! And, of course, since he has the white beard and hair, people see him as Santa all year anyway.