Santa Claus has come to town

Black Mountain kicks off the holiday season with Holly Jolly and Christmas parade

Fred McCormick
The Valley Echo
December 1, 2021

Although his resemblance to Black Mountain resident Sam Hobson is uncanny, Santa Claus himself has arrived to help the Swannanoa Valley kick off the holiday season, as Holly Jolly and the Christmas parade return, Dec. 3 and 4. Photo by Fred McCormick

If not for the twinkle in his eye that brightens with each passing day this time of year, it would’ve been easy to miss him. But, there was a comforting familiarity emanating from the bearded man in the red coat and cap at the Old Depot in Black Mountain on the morning of Nov. 30.

It was quiet downtown, as local merchants prepared to open their stores, but any true believer could see, from his jolly smile, that Santa Claus had already come to town.

Call him Saint Nick, Kris Kringle or Santa, the sleigh-riding bearer of holiday gifts and cheer is preparing to make his return to Black Mountain this weekend, when he will once again greet local merchants and children at Holly Jolly, from 5:30 - 9 p.m., Friday, Dec 3. The affable man in the red suit will make another pass through town on the last float in the annual Black Mountain Christmas Parade, which will make its way along State Street at 4 p.m., Saturday, Dec. 4.

Santa, whose last Holly Jolly appearance was in Town Square in 2019, will be back beneath the west portico of the Old Depot, after the COVID-19 pandemic forced the cancelation of the annual holiday tradition last year. He is eager to kick off his busy season in the Swannanoa Valley.

“I’m here to bring the spirit of hope and love to all,” Santa responded when asked why he was spending his weekend in Black Mountain. “This is the time of year when we all celebrate this wonderful season, and this is a great place to do that.”

To many local residents, Santa bears a striking resemblance to Sam Hobson, who has lived in Black Mountain for the past decade. While the circumstantial evidence linking Hobson to the Christmas icon is compelling, St. Nick maintained he was far too focused on his upcoming delivery of toys to address it.

“I’m Santa,” he said. “But, I always appreciate anyone who can help this time of year.”

Hobson has been doing precisely that for years, after growing a fluffy white beard in an effort to assist Santa in his holiday duties. He is a student of the Charles W. Howard Santa Claus School, which opened in New York in 1937, before moving to its current location in Midland, Michigan in 1987. 

He returns to the school every October to refine his role as Santa, before embarking on a busy holiday schedule that includes regular stops at Haywood Mall in Greenville, S..C., and appearances at private events. For Hobson, the endeavor is an extension of his lifelong love for the holiday. 

Hobson’s commitment to his support of Santa’s mission includes a closet full of elaborate costumes featuring authentic details, and it hasn’t gone unnoticed by his North Pole counterpart. 

“Being Santa is a lot of work,” Claus said. “But, it’s worth it when you see the faces of the children light up.”

While spreading holiday cheer to everyone is a priority for Santa, the excitement of the countless kids he interacts with every year is what gives him the greatest joy.

“It’s a chance to listen to their hopes and dreams,” he said. “I hear everything from ‘I want a doll or a truck’ to ‘I want mommy to be happy.’ But, no matter what they wish for, everything they say is important.”

Visits with Santa represent one of many events scheduled by the Black Mountain-Swannanoa Chamber of Commerce for the upcoming Holly Jolly, which will include performances by the dancers from the Black Mountain Center for the Arts dance classes, the Owen High School Marching Band and extended hours for downtown merchants. 

After a short rest, Santa will climb aboard his float and wave to onlookers in Saturday’s Christmas Parade. The event is one of his personal favorites.

“Being up there and seeing the smiling faces of everyone down below is a wonderful feeling,” he said. “The holidays are a special time for people to come together, and the parade represents the beginning of the season for this community. It brings a warm feeling to my heart to be able to share the spirit of love and joy that comes along with it.”