(sot: tom valent, charles w.w. howard santa school dean) "charlieieas actually the technical director on the original miracle on 34th street as far as what santa should be and what he should do." founded in 1937 with a handful of trainees this year's class numbers 130 students, and there's a wait list every year. the school now packs the learnings of st. nick into 45 hours over 3 days. (sot lowell hendricks, santa student) "it's a calling. anyone can put on a red suit and beard but they can't all be santa clauses." now let's be clear these are santa's helpers because everyone knows there's only one santa claus. and his helpers aren't just supporting the man in the big red suit, but an entire economy around the "business of santa" too. santa school starts around $400, a "good" custom suit can cost around 25- hundred don't forget the boots, the gloves, the beard. a fake one with wig can run 15- h hdred. but grooming a real beard costs $100 a month. clients pay santa anywhere from $30 to a couple hundred dollars a hou

. >> reporter: owners tom and holley valent have experience on their side starting with the school's. >> charlie was actually the technical director for the original "miracle on 34th street" as far as what santa should be and what he should do. >> reporter: founded in 1937 with a handful of trainees, this year's class numbers 130 students and there's a wait list every year. the school now packs the learnings of st. nick into 45 hours over three days. >>> it's a calling. you know, anybody can put on the red suit and grow a beard but they can't all be santa clauss. >> reporter: let's be clear, these are santa's helpers because everyone knows there's only one santa claus, and his helpers aren't just supporting the man in the big red suit, but an entire economy around the business. santa school starts around$400. a good custom suit can cost around $2500. don't forget the boots, the glove, the beard, a fake one with wig can run $1500 but grooming a real beard costs $100 a month. clients pay santa anywhere from 30 to a couple hundred dollars an hour, but for many it's not about the money.