In the historic, picturesque town of Albion, New York, a powerful and pervasive message, “Believe,” graces the windows of stores and billboards. This mantra has become a symbol of the legendary Charles W. Howard’s legacy.
Though his name may not ring a bell, Charles W. Howard, who lived from 1896-1966, is the man behind the Santa Claus image which is familiar to many, especially around the holidays. Overlapping WW2 times, the charismatic Howard portrayed and inspired the true spirit of Christmas, setting today’s model for the portrayal of Santa Claus. From 1948 to 1965, he was a timeless representation of Santa Claus, as millions watched him usher in the festive season during Macy’s Thanksgiving Day Parades, which was broadcast nationally.
At the time, his humility, messages about kindness, and philanthropic gestures had a profound impact on the country during a period in need of hope. This humble twinkle-eyed man taught us that to do good, you didn’t need many possessions. “Charlie didn’t have a lot of money, but he had a huge heart,” said Albion historian Sue Starkweather.
Howard’s influence extended beyond parades and Christmas. He influenced generations as the embodiment of Santa Claus, dedicating not just holiday cheer, but genuine generosity and good will. To Howard, Santa’s role was more than just a gimmick – it was to profoundly impact children and sensitize the world to the value of giving.
His emergence as the iconic Santa Claus began humbly, performing the role in his fourth-grade play and eventually, inventing distinctive toys and elaborate displays. Realizing that many Santas around him lacked the essence of St. Nick, Howard set for himself the ambitious task of redefining the role and epitomizing its character.
His exceptional portrayal caught the attention of many, with several department stores seeking his Santa services. Consequently, he started the heralded Charles W. Howard Santa School in 1937, the world’s oldest and most influential school to train Santas, instilling in them professional conduct and the personality of Santa Claus.
Howard’s profound influence peaked when he became the technical director for the classic film “Miracle on 34th Street,” guiding actor Edmund Gwenn in perfectly capturing Santa’s persona. Piquing national curiosity, he continued to portray Santa in various entertainment platforms and hosted Christmas Park until his death in 1966.
His presence was solidified by the establishment of Christmas Park in Albion, an attraction that he personally infused with holiday bewilderment and childlike delight. Featuring a wealth of activities such as castles, reindeer petting zoos, a 40-foot bell tower, paddleboats, and a train, it was an immersive testament to Howard’s enduring Christmas spirit.
More than just a seasonal figure, he tirelessly visited hospitals and brought hope and reprieve to many struggling families. In the heart of his hometown, the message of “Believe” remains deeply ingrained, an ever-present testimony to Charles W. Howard’s unyielding spirit. He reminds all that a humble man can leave an indelible mark of joy and grace.
