Article Published: Sunday, December 12, 2004 - 7:49:44 PM PST

Pasadena Star News

San Gabriel Valley Tribune

Daily New

Long Beach Press Telegram

There's rough sledding ahead for aspiring Santa Clauses

The job is not without its share of nicks

By Karen Rubin , Staff Writer

Santa's gone corporate.

Those jolly old men shoppers see in the malls, at charity events and private parties have agents and can make up to $10,000 during the holiday season.

They sign contracts with employment agencies, attend Santa Claus schools and are quizzed on how, for instance, they propose to handle a crying child. They are drug tested, fingerprinted and checked for criminal histories.

They belong to clubs like the Amalgamated Order of Real Bearded Santas and attend annual luncheons to discuss the trade.

They grow their own beards and bleach them white. They buy the best red velvet for suits, the snappiest black belts and the shiniest silver buckles.

They've been written up by their employers for not smiling enough.

They are aerospace administrators, plumbers, marketing directors, millionaires, university presidents and electricians.

And they take their Santa Clausing very, very seriously.

"You have to have a great disposition and be comfortable around kids,' said Timothy Connaghan, the author of "Behind The Red Suit The Business of Santa.'

At 56, Connaghan, a former Sierra Madre resident, teaches at Santa Claus University at USC.

He teaches Santa hopefuls how to dress and how to hold a child. He advises them not to eat spicy food or garlic or wear cologne. Also not to be overlooked: bathe daily and wear a strong deodorant.

"You have a tendency to overheat in the suit,' Connaghan said.

And most importantly ...

"Never promise anything,' Connaghan said.

At 220 pounds, the 5-foot-6 Connaghan played Santa Claus in this year's Hollywood Parade.

"I have been doing this for 36 years and it's the most fulfilling years of my life,' he said.

Big corporations, such as the New Jersey-based Cherry Hill Photo Enterprises Inc., provide some 1,000 Santas for malls around the country, including the Westfield Shoppingtown West Covina and Santa Anita. Company policies forbid their Santas from disclosing their names or where they live. They are also told to not talk to the press.

But Richard Goodman of La Habra is open about his Santa role. At 73, Goodman is a retired aerospace administrator who's been "Santa Richard' for 21 years. Goodman works charities, parties and malls.

"I love it. I don't do it for the money. I like kids,' he said. Goodman owns five Santa suits and sports a real beard and long white hair that he fluffs up with a blow dryer and hair gel.

At 6-foot-1 and 235 pounds, Goodman is, relatively speaking, a lean Santa who wears a fake tummy. He also drives a bright red Chrysler convertible.

"I am like the old Coca-Cola Santa, I'm bald on top,' Goodman said.

During the holiday season, when Goodman is not in his Santa outfit, he wears clothes in Christmas colors red, green and white. He gets lots of stares.

"When a child is acting up in the grocery store, I will go up to them and say, 'You never know who's watching,'' he said. "The child usually stops crying.'

Goodman says a Santa must be patient.

"You have to be able to interpret a 3-year-old who lisps and be a good listener,' he said. "You can't get tired and you have to play the part.'

Phillip Moyer, 71, of Rowland Heights has worn his Santa suit for 14 years. A retired manager for GTT Electronics, Moyer has traveled to Mexico and across the Southland as Santa.

He started in the business when his wife, Sharon, convinced him he should be the voice of Santa for her kindergarten puppet show.

Later, Moyer filled in when the La Puente Lions Club's Santa died. He started out with a mangled beard and a wrinkled red suit. But soon enough, he took the role seriously and grew out and bleached his beard. He has been doing it ever since.

Gifted with a deep, resonant voice, Moyer works charities, parties and holiday shows. Sharon Moyer, 71, sews his Santa suits and plays Mrs. Claus.

She also helps keep Santa from falling down.

"She is my wrangler,' Moyer said. "When I walk into a house, 12 children can leap on you and almost bring you down. They are so overwhelmed when they come in contact with the big fat man.'

Karen Rubin can be reached at (626) 962-8811, Ext. 2109, or by e-mail at karen.rubin@sgvn.com .