The Michigan Santa Expo 2025

I've always wanted to attend the C.W. Howard Santa Claus School in Midland Michigan. There are plenty of videos and clips online which publicized it's existence long before this year. It's the oldest Santa school (I believe) and was founded by the orignal Macy's Thanksgiving Day Parade Santa, Charles W. Howard.

Now, I don't know much about the school except what I've read online or seen through other's posts on Facebook. I've never attended the school. However, this year my schedule aligned and I had a few funds to put towards attending the Michigan Santa Expo 2025 which was held at the Holiday Inn in Midland concurrently with this year's school.

There is only so much that photos can do, and meeting Santas in person to show off my ware and talk with them proved valuable in getting the word out about what few physical products I currently have designed and offer for sale on this website. What was wonderful about attending the expo, was I got to spend time with many individuals I'd only known online up until then. I hope in this post to share with you my experience and what the C.W. Howard Santa Claus School means to me, even though I wasn't enrolled and only nearby for two days.

I left on Friday morning after dropping my sons off at school. I was flagged in TSA for having over 65 pounds of metal objects in my carry-on. They let me go after seeing it was all Santa buckles, and I made my flight in time. I had been practicing lifting that carry-on above my head to get it into the compartment on the aeroplane, but we ran out of space and my bag was one that had to be tagged and checked at the gate.

I apologized to the man loading it. It wasn't my intention to break other people's backs.

We had a crying and screaming child on the flight, not two rows behind me. Even with headphones I was soon ready to jump out the window. I don't know what was the matter, but I do know the kid was throwing a fit before even getting on the flight and a tablet was offered numerous times and rejected. I don't think tablets and electronics should be used as a pacifier for kids, but bless those parents.

I landed and enjoyed the fresh air outside the airport before my ride arrived. I was glad traffic had given me around 40 minutes to soak in the weather that is non-existant in Houston. Melissa Lynn Rickard organised my ride to and from the Detroit airport, and for that I must thank her (for I am not a Michigan native and my purse strings were tight to begin with!). Soon, a new friend Bruce arrived with his white beard, red car, and a Christmas-patterned shirt. I have to admit, after not being able to talk to a fellow Santa for so long I gushed out a lot of different conversations. After we picked up his Mrs. we finished the drive to Midland.

I was staying at the Holiday Inn, and I rushed down from the room to set up my table and see who was in the convention room.

Just around the corner I saw Christopher Parada, my goodness what a role model! I shook his hand, apologised for interrupting, and said I'd love to talk to him when he had a moment. Santa's Tailor Bill Dendy (who hosts the expo) got me set up, and I was able to organise things on my table.

This website (The Santa Claus Workshop) has been on the verge of shutting down a few times. What's keeping it afloat right now are the funds that come from the buckles and other store items. Around the last time I thought I'd have to close it down, a newcomer joined our ranks for a course. This gentleman, Robert Kerwin, is from the USA, but has lived the past 50 years in Germany. Once I found out I indeed COULD make it to the expo, this man arranged his schedule to stop at the Expo for a few days while also visiting his family members before flying back to Germany. Rob and I became fast friends throughout the weekend. As a theatrical bearded brother as well, we've talked extensively on styling and caring for yak sets.

After the attendees got back from the school activities, they shuffled into the convention room. It was there Michael Beurer showed up, the slyest grin on his face, and gave me a big hug. Melissa Lynn Rickard was there, it was like we'd known each other for our entire lives. Michael Howe also appeared, it was good to officially meet. Bob from the Big Red Santa showed up and we chatted. I turned around after speaking with some others and saw Michael Beurer sitting at my booth and answering questions about my ware, making sales for me! Everyone was much taller than they appear on Facebook.

Rob and I met online via my Santa School earlier this year when it was going to close down (hopefully the buckle sales will continue to cover the upkeep costs!). He's originally from the states, but has lived in Germany for the last 50 years and is transforming the Santa scene there for the better. He's one of the people I made the Santa Claus Workshop for. Once it was decided I was going to make it to the Michigan Santa Expo, Rob arranged his travel plans to fly all the way from Germany so we could talk and spend time in person. What a blessing that has been. Those who know me know I see things in a very different light than most. Rob and I saw eye to eye on many aspects in portraying Santa and I am honoured and very grateful for his friendship. There was also a German film crew documenting some aspects of the school. Rob and I both weren't enrolled in the school portion, but Fate intervened and at the Rooftop Reindeer farm they got him on camera speaking in German with the other foreign participants. If it makes the cut, that little spotlight might help spread more awareness for the campaign of goodness Rob is headlining in Neuruppin. A true friend, I hope we can attend the school together some year and bring our theatrical beards to show off all the hard work we put in throughout the year. Love you, Rob!!!

Around 11pm Rob and I headed to the hotel restaurant for more conversation and some amazing pizza. I don't hink I've ever had better! Just like on Christmas night, I wanted to stay up all night, but I was exhausted. There was one more full day of vendoring which I hoped would be fruitful enough to break even with the hotel stay, flight, food, and vendor booth expenses. Had I arrived earlier in the week I'm sure I wouldn't have been as stressed (oh the life of a vendor!).

Photo 1. Roger has the BEST sense of humour! Nathan had to sit through a lot of my nonsense, bless him! They are part of the Kringle Tracker team (software that helps with bookings, payments, invoices, etc.). Check out the work they've created here: https://kringletracker.com/ Photo 2. Missy Boggs and I had a very calm and composed discussion regarding hair products (she's the potions master behind getting hair to safely turn frosty!). She and her husband Doug are some of the nicest people you could ever meet. Thanks for putting up with me!

Photo 3. Steph does highly-crafted photos for Christmas performers. A lot of us would look worse if it wasn't for her skills in photoshop and knowing which shutter speed is the best. Go check out here work at: stephjordanphotography.com

Saturday arrived and breakfast was enjoyed with some Santas before they headed out. I went to pay the bill but someone had already taken care of it (the sly dog)! There were a few breaks throughout the day where Santas came into the convention room and conversation, introductions, and sales picked up. I made friends with some of the other vendors I'd never met before, and got photos with Santas I'd never met in person (more information on each of them in the photo captions).

On Monday I had taken apart my green "Stuart suit" and redone the bottom trim to angle it better. I've never made a suit that fits my own body, and it turns out the pattern can have a much straighter bottom if it's not draped over a large belly. I didn't want the fur splaying out in photos, and I was happy that as I wore it that day I thought it looked fantastic along with a custom belt from New Creation Leathercraft and my 3.15 manually aged buckle inspired by The Santa Clause films.

The man, the myth, the LEGEND. Another Santa Claus Hall of Fame member, Christopher Parada has been a role model from afar. When I first started helping Santa 10 years ago, I found a mini documentary which featured all he's done in giving back to his community as a Santa Claus. His dedication to the craft and legacy of Charles W. Howard (the founder of THE school and the ORIGINAL Macy's Thanksgiving Day Parade Santa) has created ripples of inspiration within the community. Even without the beard and suit, I was gobsmacked when I saw him. As a historian, a traditional bearded Santa, and as one of the kindest and smartest guys you could ever meet, Christopher Parada continues to change the world for kids of ALL ages. Check out the amazing suits he now makes and offers to the community (based on the ORIGINAL suit patterns of C. W. Howard), as well as his charitable contributions within his community as both Santa Claus and theater director here: https://historicsantasuits.com/ https://lockportsanta.com/ Documentary Link: https://www.youtube.com/watch?v=P_bFyM3Mtbw

When Noah stepped off the ark, Cliff Snider was there to wish him a Merry Christmas! Cliff has changed lives through his ministry and dedication to keeping Christ in Christmas, and is a member of the Santa Claus Hall of Fame. He's been helping Santa Claus for too many years to count. Though we've met before, it's always inspiring to meet this giant in the Christmas community. Many of you have seen him on popcorn tins, paintings, ornaments, magazines, and just about any other platform of Santa artwork. He and his dear wife are the most wonderful people.

Towards the end of the day there was a raffle, and I'm so glad one of my buckles found a good home!

My dear Melissa Lynn ("Santa Mel") and I met online years ago during the pandemic when I held my Santa Video Work course. Her professional Santa career (yes, she wears a traditional beard just like the ladies who portrayed Santa in malls during WWII when men were in short supply). Since we first met, she founded and runs the Facebook "Santa's Magical Fellowship" group, which is one of the quickest growing and uplifting groups there is in the community. She is the kindest, sweetest (also occasionally bearded) lady you'll ever meet. She's an advocate for the underdog and a force to rally behind. There would be more miracles in the world if everyone was more like Melissa Lynn. See more of her work at: https://appleblossomstatesanta.com/

Dr. Bruce K. J. Kotowich not only teaches music to college students in Windsor Ontario Canada, but has played a pivotal role in having the choir at the C. W. Howard Santa School. Bruce is a traditional bearded Santa who's passion for history, spreading education, and embodying a larger than life persona is infused with an unmatched sharp professionalism. Not only a scholar, he has performed on the stage in non-Christmas roles. He is a man of faith, a man with a singing voice direct from the heavenly choir, and a man of kindness and reason.

There is no one who is more sneaky and kind than Michael Beurer. This man never frowns and is quick with a quip and a chuckle. He can run circles around me any day. During the event, I left for a few minutes to talk to some others, and came back to see him promoting me at my booth surrounded by 10 people. A better hype-man and gentle soul one could not hope to meet. He and Santa Michael Howe spread joy in the Michigan Association of Professional Santas and keep the community educated, informed, and entertained as the Kringle Brothers: https://www.facebook.com/kringlebrothers

Melissa Lynn arranged to have me as a guest for the school banquet Saturday evening. I rushed upstairs to change out of my green Stuart suit and into a lovely red velvet jacket I'd found I thought would mark the occassion just fine. I felt like I was going to prom and I'd forgotten the corsage (Sorry, Melissa Lynn!). We enjoyed the banquet after a bagpipe ensemble, some Christmas carols by the choir, and eventually all the participants got their graduation certificates.

Now, there was a new friend, Tony, at our table. He asked me to use my fancy camera to grab some photos of him receiving his certificate. Not knowing when he'd be up there, I decided to take photographs of everyone in line. It was only after they'd finished that they made the announcement, "Now, those of you with last names H-M please come up." That I realized how many photos I'd be taking.

600+ shutter clicks later, having also met in passing Joseph Valent and his mother Holly, the ceremony came to an end and I got a few last minute pictures with some of figures I consider role models in the community.

I had a few hours in the pool that night until they kicked us out, my leg was very much in need of the water. Sharing experiences with similar backgrounded individuals is always a treat, especially with the majority of relationships seeming to happen on social media.

Stephen Gillham is another member of the Santa Claus Hall of Fame. He's an inventor, instructor, and pioneer in the field of story-telling. He has a recently renovated studio which I am extremely envious of. I was very honoured to just shake his hand, as he's one of the biggest legends in the community. See more of Stephen's storytelling classes here: https://www.santaandthedriver.com/

Bless him! Hunter is one of the funniest old men you'll ever meet. As a young Santa, as well as being a traditionally bearded one, I've been compared to him many times since I began (he was called Stuart and I was called Hunter more than once this weekend). I can say, after meeting him, that the comparison between us does him a disservice. He is in a league of his own, always ready with a smile and a handshake. Hunter is a craftsman, a performer, and built The Blue Ridge Christmas Cottage as a place for children to come visit Santa during the season. As a longtime admirer of his, I was happy he took a moment from signing autographs to take this photo with me!

After breakfast, (someone picked up the tab AGAIN), Rob and I followed Melissa Lynn and Tony on the road to the nearby reindeer farm. The hotel lobby had been full of people in their Christmas finest. C.W. Howard suits, robes, traditional suits, cola suits, continental coats, vests, etc. and they all were heading for a photo op at the farm.

While at the Rooftop Landing Reindeer Farm, Rob and I looked out at the sea of red and white and all the beards and then looked at eachother. We'd never seen anything like it. Everywhere you looked was a Santa or Mrs. Claus, along with real reindeer. It was incredible. I remarked to Rob how next year we'd have to pack our beard and suits just to fit in and get some incredible photos. Luckily, the German film crew that was there documenting an individual's experience at this American Santa school, and Rob were introduced (it had been my hope to get them together for their program). I saw them interacting in German on camera. We'll see if that makes it into the Christmas broadcast this year!

The only thing I knew about Kris Krotzer was what he looked like from photos online. How can you not recognize this sharp looking man? Kris's look is one of my favourites. When he wears the red suit, he's not just a guy with a beard, he looks like he walked right off the pages of a storybook. And YES, he looks this good in real life. No touchups to this photo. An absolute inspiration.

I met a lot of people who's names I can't all remember. The hosts at the farm were splendid, the Santas lovely. I spotted a few wearing my buckles, which made me very proud. If any Santa feels the work I've created is good enough to wear, it makes my world.

Michael Howe is part of the original crew I met online during the first Santa Video Work (and subsequent) courses. He is the first half of "The Kringle Brothers" along with Michael Beurer. I was impressed how he makes caring for others a second nature. His compassion as a story-telling entertainer stems from decades as a teacher and that attention to detail isn't lost when he's communicating. When speaking with him, I felt that all his attention was on me, nothing else mattered. He made me feel special and that what I had to say was important to him. MAPS is extremely fortunate to have him so involved in their organization. His love when he speaks with you is genuine. What you see, is what you get. An amazing hardworking entertainer, a professional in many realms, and a fine caliber of friend to have, Michael Howe is every inch a Santa Claus. See how he gives back to the community: https://www.facebook.com/mittenstatesanta/

There was a feeling at the farm I can't quite describe, but I will try.

There comes a moment at the end of being in a production such as plays (in theatre) or even at the end of the school year, where a big breath seems to be collectively taken. I often think of the Pensevie children from The Chronicles of Narnia and how, after leaving Narnia and returning to the world we know, the only individuals who can relate to their shared experiences are them. Rob and I weren't part of the school, and yet we were surrounded by people who had been changed by Santa Claus in very much the same way we had.

Throughout the seasons, we Santa Clauses don't get to interact or work with one another when we're performing. That shared experience is individually our own and differs from person to person. At the C.W. Howard Santa Claus School however, the experience happens together. The comradery was very much present. It was as if school had ended and summer vacation was about to start. Who knows what will happen during the summer. Will you be here next year? Will you move away? What new friends await? And with it comes a hesitancy for change. Why take a risk on messing up the experience? Why can't we continue on, why must we say goodbye?

It was Sunday, and the day was full of love. I was entertained, but also deeply changed. I wanted very much to experience what these enrolled students had. I want to rub shoulders with a generation of Santa Clauses who come to learn about the heart of being a Santa Claus. It was hard saying goodbye to my friends, but I was encouraged that our relationships had taken only a step, and that it was, as Rob put it, "not 'goodbye,' but 'until we see each other again.'"

I do not mean to overshare, I'm sorry if I have! I keep a daily journal for those things which happen with my children, but my own experiences I prefer to make a record accessible to my friends who are involved in this journey. Perhaps, many years from now, when my children are scrolling along this blog they'll learn more stories about their dad and the friendships I've made in this sphere.

Melissa Lynn, Tony, and I left together. Tony went to one airport, and Melissa Lynn and I headed back to Detroit. She remarked how odd it was her to miss church on a Sunday. I laughed and shared the sentiment. I don't think I've missed church for many years. I'd already gotten text messages from people in my ward making sure I was still kicking and breathing. I can tell you that the things we talked about on the drive and at dinner were pleasing unto the Lord. Somehow, even without church, the day was still very holy. Perhaps it's because we allowed it to be so.

Though it upset Melissa Lynn at how sneaky I was, I snatched up the dinner bill and "paid it forward" as all of my meals for the trip had been generously covered by others. They may have almost kicked me out of the restaurant due to my cackling when I did it, but I don't regret it.

I want to make memories at the school alongside the amazing men and women who attended. Melissa Lynn, Rob, and so many others who make working for the Man at the North Pole not so lonely. What we do with our time certainly means a lot to Him. I can readily say that it IS better to give than it is to receive.

I send you all my love and my prayers we may make a difference in this world, for this world needs all the love and joy it can get.

Yours as always,

Santa Stuart P.S. If you have any photos of us from the weekend, post them in the comments!

(I joked with Rob that this was going to look just like a family portrait!) The whole experience of going out there was better than I'd ever hoped. I've seen videos and clips online of the school for the past decade, but have never experienced it first hand. There's a different feeling when you're surrounded by people who want to spread joy and good because the world needs that. With everything I've been through, just showing up and having people know MY name as we approached each other for the first time made me realize I haven't been swept under the rug and forgotten, though it sometimes feels like the world has done that. The world has goodness in it, and you can feel it if you know where to look.