norman and cecile's grandchildren, melanie staley and christian gaynor as well as melanie's husband nick. >> it's fun at times, sometimes frustrating but overall fun. >> reporter: this trio welcomes customers to santa's village seven months a year, whether it feels like christmas outside or not. >> we call it santa's summer home. this is where he comes to warm up from the north pole, take a break from making the toys, visit with the kids. that's how we get away with christmas in july. just the theme that we keep with as we expand. >> with attractions like rudy's transit coaster, the reindeer rendezvous and a chance to visit with st. nick himself, marketing is easy. the most challenging part of the business is getting families to return for, in some cases, generations. >> we need to create an awesome product, something that they love, that they see and want to come back again and again and in order to keep them coming back, we have to keep evolving, keep innovating and keep exceeding their expectations. >> the fact that jefferson is somewhat isolated means most of the customers are making