Santa’s Half-Century of Making Spirits Bright
Writer Joseph J. Airdo
The twinkling lights at a South Phoenix resort created the perfect backdrop for what seemed like a typical evening with Santa Claus. Children lined up eagerly, ready to share their Christmas wishes. But one young boy’s request would reveal the true magic of Arizona’s most beloved Santa.
“Santa, all I want for Christmas is my dad to get out of prison,” the child whispered.
In that moment, Santa’s heart grew three sizes heavier as his eyes filled with a wisdom that comes from decades of hearing children’s deepest hopes.
“You see, my dear boy,” he said, wrapping the child in a warm embrace, “while Santa’s workshop can make many wonderful things, some wishes need a different kind of magic — the magic of hope and prayer.”
Together, they said a prayer for the boy’s father, and while Santa couldn’t promise when his wish would come true, he did promise that he was and always would be loved. This touching scene exemplifies the heart of the man who has spent nearly five decades bringing Christmas joy to families in Arizona.
A Magical Discovery
Santa’s journey began in 1972 in a classroom in Wyoming, where students first noticed something wonderfully festive about their mathematics teacher, Mark Brenneman.
“A precious kindergartner — eyes twinkling with that special Christmas spirit that children have — tugged gently on my coat one September morning,” Santa recalls. “Looking up at me with pure wonder, the little one asked, ‘Are you Santa?’”
That simple question sparked a magical transformation. Soon, all the first graders were spreading the news, and by October, students were questioning why their teacher’s hair wasn’t white. His response? “That’s Christmas magic!”
That same magical year, while Brenneman was spreading joy in Wyoming, Paul Raines — who embodied the very essence of Santa Claus — was establishing Santa Claus & Co. in Arizona, creating a special workshop where real-bearded Santas, Mrs. Clauses and elves could join in spreading Christmas cheer.
By 1976, something special called Brenneman to Arizona, where his role as Santa’s helper continued to flourish while simultaneously teaching mathematics at Dobson High School. Watching him invest in finer and finer suits — each one more magical than the last — Brenneman’s wife finally suggested he consider making it his calling. That’s when he began partnering with various venues to share the magic of Christmas more widely.
Years later, when Brenneman’s path crossed with Raines, the veteran Santa recognized something extraordinary — not just another helper, but someone who could become Santa himself. When Raines was ready to retire to the North Pole, he chose Brenneman as his successor, passing along both the mantle of Santa Claus and the stewardship of Santa Claus & Co. Under the new Santa’s guidance, the workshop would grow to become the largest gathering of Santa’s helpers in the Western United States.
Over time, Santa cultivated a remarkable community of helpers who share his commitment to spreading joy. This past fall, 54 of Santa’s special helpers gathered at Bobby Q’s in Phoenix, demonstrating the growing spirit of Christmas in Arizona.
“Let me tell you a Christmas secret,” Santa says, eyes twinkling. “It’s not just about having a flowing white beard or rosy cheeks! You can look as jolly as can be, but without that special Christmas spirit in your heart, the magic simply isn’t there. What truly matters is having a heart as big as Christmas itself. Every helper must have that special ability to listen with their heart, to comfort those in need and to always, always keep the magic of Christmas alive.”
Spreading Joy to All
The impact of Santa’s work reaches deep into the community, particularly in areas where Christmas magic is needed most.
“Every child, whether they live in the grandest mansion or the humblest shelter, carries the same precious Christmas spirit within them,” Santa explains. “The twinkle in a child’s eye shines just as bright whether I’m visiting a cozy shelter or a towering estate.”
At a ministry in the Garfield neighborhood of Phoenix, Santa makes sure to spread Christmas cheer to everyone waiting in line for food and presents.
“My jolly hugs aren’t just for children — they’re for anyone who needs to feel the warmth of Christmas love in their heart,” Santa adds. “Some of these dear souls have faced more challenges than a snowstorm on Christmas Eve, but they all deserve to feel the pure joy of a loving embrace.”
These charitable efforts often produce their own kind of Christmas magic.
“Sometimes our gift table would seem to be running low,” Santa shares, “but after a special Christmas prayer, more presents would appear as if by miracle! That’s what I call the true spirit of Christmas – not the kind of magic that comes from my workshop, but the miracle of hearts opening wide to help others in need.”
This spirit of giving extends beyond December. Every weekend in July, Santa and his helpers gather at Organ Stop Pizza in Mesa, trading their traditional red suits for candy cane-striped swimming trunks and festive Hawaiian shirts. Their mission: Collecting food for local food banks that often run low during summer months.
“The magic of giving shouldn’t be limited to December,” Santa explains. “Everyone remembers to share their blessings during the Christmas season, but hungry tummies need filling all year round.”
Sometimes, Santa’s most important work involves helping adults rediscover their own Christmas spirit. He recalls an evening at the Phoenix Zoo when a young woman shared her wish for love.
“My long white beard has seen many winters,” Santa says, “and sometimes the best gift Santa can give is wisdom wrapped in kindness. ‘My dear,’ I told her, ‘sometimes the most magical gift we can receive is learning to cherish ourselves first.’ She left with a candy cane and a hug, but I hope she also took with her a sprinkle of Christmas wisdom.”
Another memorable moment came when an 86-year-old woman, grieving the loss of her husband of 55 years, found comfort on Santa’s lap. Their heartfelt conversation led to a lasting connection, and she later asked him to help celebrate her husband’s life at a family memorial service.
“That’s the true magic of Christmas,” Santa reflects, “not just the ho-ho-hos and the presents under the tree, but the deep bonds we forge and the love we share, in times of celebration and in times of sorrow.”
Home for the Holidays
While Santa’s magic has touched hearts in the snowy mountains of Wyoming and the enchanted deserts of New Mexico, it’s in Arizona where he’s found his special home away from the North Pole.
“Mrs. Claus loves our Arizona home — no snow!” Santa says with a jolly laugh, patting his belly. “Would you believe she’s actually allergic to the white stuff?”
Instead of snowy landscapes, Arizona creates its own Christmas wonderland with twinkling lights that rival the desert stars. Santa helped sprinkle some special Christmas dust on the Christmas at the Princess celebration about 20 years ago, and it has grown into one of the Valley’s most spectacular holiday displays.
Even after 130 to 150 hours of spreading joy during the holiday season, Santa still finds magic in quiet moments. On Christmas Eve, after delivering all the toys, he enjoys sitting in his backyard hot tub at midnight, warming his bones under the desert stars.
But after bringing joy to Arizona families for nearly five decades, Santa is preparing for a different kind of Christmas magic this year. By joining forces with HireSanta, his Santa Claus & Co. workshop has grown into the largest network of Santa’s helpers in the world.
“These days, my old bones aren’t quite as spry as they used to be,” says Santa, adding with a warm laugh that even magic candy canes can’t fix everything. “Now that I’m reaching 75 Christmas seasons myself, 53 of which as Santa, I have decided to pass this magical mission on to another special helper. Just like the seasons must change, it’s time for me to step back a bit and let some newer helpers spread their own Christmas magic.”
Thanks to this magical partnership, Santa will this year guide his sleigh to Atlanta, where his own little elves and grand-elves will gather on Christmas Eve. Even his daughter, who works Christmas magic of her own as an emergency room doctor, will be there.
“Last year, we tried to gather, but my dear mother — 105 years young — was called up to help the angels decorate heaven’s Christmas trees,” Santa says softly. “So this year I’m hoping to finally have that magical Christmas morning with my grandchildren. They’ve got it all figured out, you know — they’re absolutely certain I’m the real Santa.”
The Magic Continues
One of Santa’s special elves who works closely with the newly combined workshop describes the enchanted impact.
“Working with Santa has been truly magical!” the elf says, eyes twinkling with joy. “The first time I met him, I felt that same wonderful flutter of excitement that children get on Christmas morning. There’s just something special about his jolly spirit that makes everyone feel like a child again!
“You know what makes my heart especially merry? Seeing how Santa’s magical story inspires others to join our wonderful Christmas family at Santa Claus & Co. and HireSanta. Why, you wouldn’t believe how many letters we receive from potential helpers — some with snow-white beards already growing, and others who never dreamed they might have a touch of Santa’s magic in their hearts!
“Here in our workshop, we have all sorts of magical resources to help guide new Santa’s helpers on their journey. And of course, we’re always here to help families who wish to have one of Santa’s special helpers visit them on Christmas!”
Indeed, Santa knows exactly what it takes to find the right helpers to carry on his magical legacy. Recently, he discovered a retired California Highway Patrol motorcycle officer with a snow-white beard and a heart bigger than his toy bag.
“Being Santa’s helper is like planting a magical Christmas tree,” he reflects. “You need to nurture it with love and care. Sometimes I’ll meet someone special and help them start their journey with their very first red suit. Before long, they’re as excited about spreading Christmas cheer as my youngest elf! But remember — just like my special reindeer food, the magic only works if your heart is ready to receive it.”
Reflecting on his own magical journey from mathematics teacher to Santa Claus, he shares the secret that has guided him for more than five decades:
“It’s not something you simply decide to do one morning over a cup of hot cocoa — it’s a calling that comes straight from here,” he says, patting his heart. “The magic of Christmas works in wonderful ways, choosing special helpers who have that special twinkle in their eye and warmth in their hearts.”
“The spirit of Christmas isn’t just about one magical night. It’s about keeping that warmth and generosity in our hearts all year long.”
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