Mike Ashcroft lived for Christmas, embodying the spirit of Santa Claus with a genuine warmth that captivated children for years. He wasn’t just *playing* Santa; for many, he *was* Santa, a beacon of joy during the festive season.
This year, however, his familiar laughter won’t echo through the halls of McArthurGlen Designer Outlet. With startling abruptness, he was informed his services were no longer required, replaced by a more expensive alternative. The news left him feeling “disappointed and a little angry,” especially considering the charitable work tied to his Santa performances.
The company Mike works with channels the majority of its profits to NHS charities. The sudden change in venue threatened to leave them with a significant surplus of £3,000 worth of unused chocolate, a heartbreaking prospect given its intended purpose. He turned to Facebook, sharing his frustration and bracing for little reaction.
Instead, his post exploded with support. Thousands of likes and comments flooded in, a testament to the impact he’d had on families. Parents recounted heartwarming stories of their children’s magical experiences with Mike, praising his kindness and genuine connection.
One parent vividly remembered how Mike’s Santa had brought pure joy to their children, offering a valuable and affordable experience during financially tight times. Another shared a particularly touching story of Mike’s patience and understanding with their non-verbal son with Autism and Global Development delay, leaving them wondering if he truly *was* the real Santa.
The cost of a visit to Santa at McArthurGlen had also dramatically increased this year, tripling on some dates. This price hike, coupled with the replacement of a beloved Santa, felt like a stark shift in priorities, prioritizing profit over the magic of Christmas.
But the story doesn’t end with disappointment. Mike and his team swiftly secured a new location at Cannock Town Shopping Centre, a venue offering affordable fun with a soft play area and crazy golf. They’re determined to continue spreading Christmas cheer.
Beyond the grotto, they’re extending their generosity by offering free visits to local schools and nurseries, raising money for charity while ensuring every child has a chance to experience the wonder of Santa. The spirit of giving remains firmly at the heart of their mission.
A spokesperson for McArthurGlen stated their commitment to accessible pricing and a quality experience, noting the grotto now costs between £10 and £15, including a gift and photo. They also highlighted a planned donation to their 2025 charity partner.
For Mike Ashcroft, this isn’t about a job lost; it’s about preserving the true meaning of Christmas – kindness, generosity, and the magic in a child’s eyes. He’s found a new North Pole, and the spirit of Santa is shining brighter than ever.
