Christmas is the most exciting time of the year for children. Parents and grandparents are caught up in the excitement. Meeting Father Christmas, attending Christmas parties and other Christmas events are lifetime memories.
Make your Grotto or Event Stand Out
There are many competing Christmas events and Santa’s Grotto’s. It is usually parents who decide where they will take their children, but ‘pester-power’ from children can be extremely persuasive.
Parents will want to know exactly what their children should expect. Do they meet Father Christmas individually, as a family, or will he meet all the children as a group? If it’s a Christmas experience such as a trip on a train or a walk through an enchanted forest, what are the details and how long will it last?
Highlight a sense of wonder and excitement, but don’t over promise. Children will repeatedly ask about what they will be going to, and nobody wants them to return disappointed.
Theming and Atmosphere
A key part of the setup is defining the physical environment. Whether you choose a traditional Victorian grotto, a modern Winter Wonderland, or a specific film theme, a strong visual identity will make your event more memorable and aid your marketing efforts. This determines your décor, costume budget, and overall appeal.
What Mums and Dads, Granny and Grandad (your guests) Want to Know
Clear communication is non-negotiable. Ensure all this information is readily available on your website and ticketing platform.
- Cost and What’s Included? E.g., meeting Father Christmas, a gift, a professional photo, or access to a wider winter attraction.
- Do you need to book in advance? Many grotto visits require pre-booking—especially on weekends or closer to Christmas.
- Are photos extra? Some packages include a professional photo; others charge separately or allow parents to take their own.
- Are time slots punctual or flexible? Or is there a queueing system? (This is a major factor in customer satisfaction).
- Accessibility and Sensory Needs: Is the Grotto wheelchair accessible? Do you offer special quiet sessions for children with sensory sensitivities or those with special educational needs and disabilities (SEND)?
- Are there elves or extra activities? Some venues offer crafts, story time, or reindeer visits to enhance the experience.
The Ticketing Strategy and Logistics
The “how to ticket” aspect is critical for managing footfall and maximizing revenue. Effective ticketing minimizes queues and stress.
Capacity Planning
Calculate your maximum capacity based on the required interaction time. If you allow 4 minutes per family and operate for 6 hours, your theoretical maximum is 90 slots. Always build in a 25% buffer time for staff breaks, difficult interactions, and unforeseen delays.
Timed Entry
Fixed, Timed Entry is always preferable to an open queue. Offer tickets for specific 5 or 10-minute windows. This eliminates the uncertainty of waiting and vastly improves the customer experience. Train staff to manage people arriving early or late with grace.
Pricing Tiers
Consider strategic pricing to drive traffic during quieter times:
- Peak vs. Off-Peak: Charge a premium for weekends and the week leading up to Christmas.
- Value Days: Offer a discounted rate for mid-week morning slots in early December.
- Add-Ons: Use the ticketing platform to upsell professional photos, gift wrapping, or hot drinks in advance.
Legal, Safety, and Operational Setup
To successfully set up a professional event, you must prioritize safety and compliance.
Staff Vetting and Training
- Background Checks: Anyone directly interacting with children (Santa, Elves, Photographers) must have mandatory DBS/Background Checks (or your country’s equivalent).
- Role Clarity: Ensure every staff member knows their role—from directing traffic to first aid response.
- The Santa Script: Train Santa and the Elves on how to handle difficult questions, manage expectations, and use the personalised information you have collected (see below) to create magic.
Mandatory Compliance
- Risk Assessment: Conduct a formal risk assessment covering hazards like tripping over wires, fire safety, crowd management, and electrical equipment.
- Insurance: Obtain Public Liability Insurance specific to events involving children and public attendance.
- First Aid: Ensure you have designated, visible, and certified First Aid personnel and a clear Evacuation Plan.
What Christmas Activity Organiser’s Need to Know (Data Collection)
This information is best collected on the booking form.
Essential Customer Information
- The child’s full name and age, parent/guardian name(s).
- Contact details (phone number, email, etc).
- Special Instructions for Santa: Include a specific field where the parent can give Santa a piece of information to mention, like the child’s favourite pet, a recent achievement, or a specific gift request. This personalises the visit.
- Allergies, medication conditions, or accessibility needs.
Protecting the Experience
- Responsible Adult: It may be that the adult accompanying the child is not the person completing the form, so make sure you ask for the details of the person responsible for the children on the day.
- Permissions: Ask for permission (or not) for a child to be photographed or filmed for future marketing.
- Notes: Ask if there is anything else the organisers should know (e.g., shy child, separation anxiety, recent loss).
Marketing and Data Protection
A short marketing survey helps plan in the future: How did they find out about the event/grotto? Have they been to previous events? How far will they be travelling?
Ensure compliance with GDPR and Data Protection laws for all collected information, including contact details and any photos taken.
To summarise, it is essential to clearly describe the event, set a robust ticketing strategy, and ensure meticulous safety and operational planning. Collecting all the necessary information ensures everything runs smoothly and safely.