It Turns Out Shopping-Center Santas Actually Do Bring People in the Door

The economics of the man in the red velvet suit

As a career-long photographer who happens to have an ample white beard, Mike Spiegel—sorry, make that Santa Mike Spiegel—can tell you all about the economics of the man in the red velvet suit. Several years ago, Spiegel was booked to appear as Santa at the visitors' center of Pez candy headquarters in Orange, Conn., and he's watched the gig grow ever since.