The joy of Christmas was always in the giving.
Even as a child, Jake Cole found more happiness in surprising people with gifts, rather than receiving presents himself. The older he got, the stronger that desire became.
So it was only natural to be drawn towards the symbol of generosity — Santa Claus.
“I want there to be a spirit of magic of Christmas and Christ that is of giving and caring and loving. If I can make a child’s moment for two or three moments there, to be filled with joy and happiness, that’s what I want to do,” he said.
When he’s not working as a customer delivery supervisor for Duke Energy, Cole dons his white beard, velvety coat and jolly spirit throughout the holiday season. The Needham resident has spent the past two years working as Santa Claus, listening to kids’ greatest wishes at area toy stores, taking part in community parades and being featured at the historic French Lick Resort.
Though he doesn’t charge much for his service, Cole has decided to take the money he has earned this year as St. Nick to help others in need — it’s what Santa, and the true reason for the season, Jesus Christ, would want, he said.
“The spirit of giving, loving and caring comes from Christ, and that’s what Christmas is about,” he said.
Around the St. Nick community, it’s known as the “Harvard of Santa Schools.” Every fall, more than 300 Santa Clauses from around the country come to Midland, Michigan, to network, discuss approaches to their art, and prepare for the holiday season at the Charles W. Howard Santa School.
Here was where Cole had his education into the world of Santa.
“You really bounce things off the veterans of the industry, what they’ve been through, how to do your suit,” he said.
They get a history of St. Nicholas and Santa Claus, figure out the proper way to dress, put on makeup, apply a beard and properly wear a wig. Santas bounce ideas off one another, and newer recruits learn from longtime veterans. They also get training in accounting and marking advice and how to speak in public.
Most importantly, they learn how to talk with children.
“I wanted to make everything as realistic as possible when you see and think Santa,” he said. “I have a certain look in my head that’s real, and make sure everything looks that way.”
Cole’s calling to be Santa Claus came from a long love of the Christmas season. The older he got, the more interested he was in looking into being a professional Santa.
“There was something internally that said, ‘Give back to others,’” he said.
After some research, Cole found dozens of Santa schools around the country. When he spoke with his wife, Elaine, about getting into the business, she encouraged him to attend one of the schools. He decided on the Charles W. Howard Santa School.
Cole received his Santa education in 40 hours of classes over three days.
“It was pretty intense,” he said.
As he approached his first holiday season as Santa, Cole was initially going to just observe others and learn the trade at different locations. He did a few volunteer community engagements, but focused more on figuring out his own approach, while enrolling in other online Santa schools.
One thing Cole learned was some American Sign Language — allowing him to interact with hearing-impaired children.
“You wouldn’t believe how much joy it brings a hearing-impaired child when they see Santa sign ‘Merry Christmas’ to them,” he said.
After another session at the Howard Santa School in October, he felt comfortable starting his own endeavor as Santa Curtis Claus. Since Thanksgiving, Cole has been working nonstop whenever he’s not at Duke Energy. He’s worked at nursing homes, schools and appeared for military units.
Toodleydoo Toys invited him to come to the store.
His son, Charlie, is 10-years-old and knows that he moonlights as Santa. He still believes in St. Nick, though — his father explained that he was working with Santa as a helper.
“He totally gets it and loves what I’m doing,” Cole said.
With the money that he’s made as Santa, he has tried to put it toward helping the community. Cole has “paid it forward” for people behind him in line at restaurants and stores, and anonymously paid off people’s layaway balances at Walmart.
“This time of year, you see people in line trying to decide what to get and what they can afford. Whatever I could help them with, I offered to. Some of them tried to argue, some didn’t. But I’d just do it,” he said.
Cole has also donated money to his son’s school. Working with Duke Energy’s Power of Giving program, he’s able to make significant donations with Duke matching it.
All of it ties back to celebrating the magic of the Christmas season.
“I pray that God will let me speak his gospel and spread that message, because that’s what we all need. If God allows me to use this platform to do that, I’m thankful for it,” he said. “Being able to give back to those who are working hard but can’t get their head above water, hopefully it eases a slight burden.”
