Is this the premier Santa in St. Louis? [St. Louis Post-Dispatch]

Nov. 26--When it comes to playing his role, Dave Hediger has already mastered kind, calm and jolly.

Now he is working diligently on the 'serious" side.

Serious Santa Dave.

"My goal is to become the premier Santa Claus in the St. Louis area within the next two years," said Hediger, as he sat half-garbed for an upcoming gig at a photo studio.

"I want to be THE St. Louis Santa."

Hediger, 51, of Imperial, spent 20 years as an ironworker, the last 10 of it climbing communication towers to do maintenance work. A work disability took him off the job in 2002.

He never was a more-than-average Christmas fan. He simply enjoyed the holiday with his family.

"Christmas used to be my big holiday," said his wife, Sharon Hediger, who sometimes dresses as Mrs. Claus and accompanies her husband on jobs. "Dave used to go all out for Halloween. That was his big time of the year."

That all changed in 2002, when Sharon dragged him to a sale at an arts and crafts store to buy up wrapping paper, bows and other holiday accessories.

"She was in the store, buying everything, and I saw this Santa outfit. It was a complete suit, with beard and boot covers, for 35 bucks. So I got it and thought maybe I'd put it on just for the family," Hediger said.

But Sharon wanted a Christmas photo of their new dog, so Dave donned the gear and -- as Kris Kringleian fate would have it -- Dave was immediately hooked.

"I still feel the same way when I put the suit on now as I did then," he said. "I can just feel the change; it makes me a happier person."

For a few years, he only wore the uniform at family holiday gatherings, to hand out gifts to grandchildren, nieces and nephews.

"Then some neighbors asked if I'd be Santa for their family party. And when it was done, they handed something like a $25 tip," he said, then smiled.

"And that got me to thinking."

"Dave never does anything halfway, so I knew he was going to go at this full time, research and everything," Sharon said.

The wife knows her husband, as he smiled at her comments.

"She's right. I got on the Internet and started reading articles about being a better Santa, then I got a book on the subject. Then I got another book and another one. That's just what I do," he said.

A glance at Dave's vehicle will tell you he's serious. He bought a used fire-engine red SUV, stenciled snowflakes all over it and put on two bumper stickers: "My other car is a sleigh" and "North Pole Chevrolet."

He is a graduate of the International University of Santa Claus, attending a week-long workshop in Branson a couple of years ago. He is a member of the Fraternal Order of Real Bearded Santas, certainly no insignificant fact.

"I think the general feeling among Santas is that the ones with real beards are more committed," he said, adding that he bleaches his brown hair to white on a regular basis.

"The last time I cut my beard was, I guess, three years ago," he said.

He also make sure his nose hairs are trimmed ("they're on your lap, looking right up there"), that his breath is fresh ("I chew a few mints before I start") and that he has splashed himself with a peppermint body spray ("it smells like candy canes, and I also don't want to smell like someone's dad's after-shave").

Smelling good is also important when you can sweat out 5 to 10 pounds at an average appearance, from wearing the layers of padding and the heavy suit, Dave said.

This is the third Christmas season Dave has been all-out aiming at that "premier Santa" goal. He works at St. Louis Convention and Visitors Bureau events and shows up at Sears, Walmarts and Babies R Us stores in connection with the CPI photo studios at those locations.

"We love Dave," said Darla Earhart, CPI's director of customer experience. "He gets a lot of hugs, and we always get great feedback from the parents."

Earhart also testifies to the 'serious" side of his work.

"Every year, we have to work out contract details, and when I call him, he always answers his phone, 'This is Santa Dave.' He's always in character," Earhart said.

Dave enjoys the appearances he makes at nursing homes. He said they are anything but sad.

"Sometimes, my showing up is the first time someone has smiled all year. And for others who can't remember their own family, I come in with a 'ho, ho, ho, Merry Christmas,' and they remember right away."

He prefers these private appearances and the photo studio work over mall Santa duties because he can take time with each person. On average, he handles wishes from about 40 to 50 children during a four-hour shift.

"I don't care much for mall Santa work. You just put them on your lap, listen to what they want, then put them down. I like talking with them and joking," he said.

Dave said that he has no heartbreaking stories about children's wishes but that he was at first surprised at how generous young kids can be.

"A lot of times, they ask me for things for their younger brothers and sisters. They want to make sure they're taken care of," he said.

When dealing with the little ones, he said he follows some basic rules.

"First, I never promise them they'll get a gift. I tell them I'll do my best to get them what they want.

"Second, I always tell them I expect them to be good, clean their room, mind their parents, do their homework."

He also follows other rules.

"You have to make absolutely certain your hands are visible at all times," he said, adding that most reputable Santas have background checks and liability insurance ready to provide employers. "That's just the way it is now."

So the suit is hot, you don't make a fortune and you need insurance. The obvious questions is: Why?

"You just have to see the look in the eyes of those kids when they see you. It's just the most wonderful feeling in the world."

Finally, time to handle the tough question every Santa inevitably faces when on the job: What do you say when a child says he or she no longer believes in Santa Claus?

"I tell them that the day they quit believing in Santa, well, that's the day you start getting socks and underwear for Christmas."

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