By Kay Brooks
Behind the White Beard
Step into the remarkable world of Santa Claus, as Dale Ballew of Bowling Green, Virginia, reveals the joys, challenges, and profound moments that come with wearing the red suit.
From his humble beginnings, feeling like he didn’t belong in the family, Dale’s journey included collecting bottles on the side of the road for change and expressing his love for his mother with little gifts. When an “are you Santa” moment transformed into a real calling, it led to heartwarming encounters with children that could move him to his core. This intimate memoir takes readers behind the scenes of what it truly means to be Santa.
With candid honesty and gentle humor, Dale shares touching stories of hope, loss, and the special responsibility of keeping Christmas magic alive. His journey from first donning the suit to creating his enchanted studio in Bowling Green reveals both the technical aspects of becoming Santa and the deep emotional connections formed along the way.
‘Behind the White Beard’ is more than just a Santa story—it’s a testament to the enduring spirit of Christmas and the profound impact one person can have when they dedicate themselves to bringing joy to others.
Christmas
in
July
Book Launch
Join us
July 22 – July 26 2025
See flyer for times, dates and locations!
“When Dale puts that Santa outfit on, he becomes a different person. And he is happy. He is in his element. The kids love him. The parents love him.” Alice Farmer
“To this day, Elowen believes in the magic of Christmas and that Santa lives in Bowling Green, Virginia.” Whitney Payne
“Santa Dale has been a part of our Christmas tradition since the beginning of Mason’s life, and I honestly can’t imagine the season without him. He doesn’t just dress up like Santa – he is Santa to us.” Lacey Moore
The excitement begins!
Pictures
July 22
Book Signings:
10:00 – 11:00 Common Grounds Coffee Shop
July 22
Book Signings:
12:00 – 1:00 The Mix House Coffee Shop
July 22
Book Signings:
4:00 – 6:00 Santa’s Studio
July 23
Santa’s Workshop Day
11:00 – 1:00 Classic Cottage Art & Antiques (ornament painting)
July 23
Santa’s Workshop Day
2:00 – 3:00 Artism by Joey
(ceramic tile painting)
July 23
Santa’s Workshop Day
11:00 – 4:00 Betty Boop’s Flowers & More (coloring pages)
July 24
Christmas Eve in July
Special Christmas cookies @ The Corner Store available all week
July 24
Christmas Eve in July
5:00 – 6:30 Santa’s Studio
Books, Summer caroling, tree decoration
July 25
Christmas Day in July
5:00 – 6:00 Roma’s
Cookie Decorating, pizza and drinks
July 26
Final book signing & prizes for all participants
10:00 – 12:00 Bowling Green Farmer’s Market
July 26
Special Presentation
11:45 Bowling Green
Farmer’s Market
July 26
Santa’s Summer Send-off
Bowling Green Farmer’s Market
12:00 (Noon)
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