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All in a good Claus
by Caroline Jack22/12/2006
THE ROLE of Santa's Little Helper may be steeped in tradition,
but don't even think about applying for the job unless you are
prepared to take on a 21st Century appointment.
To succeed in your position as an elf, you need to be computer
literate, display time management skills and demonstrate
exceptional customer care.
It didn't occur to me there would be so much to take on board, as I
spent the day at the Manchester Arndale's grotto on work
experience.
The newly revamped grotto boasts the latest in computer technology,
with all bookings now taken online or via touch screens in the
Arndale, believed to be the first of its type in the UK.
Unfortunately for me, one thing not revamped was the traditional
red and green uniform, complete with a wide, black, plastic belt
and a bell-topped pointy hat which was all about as breathable as
nylon bedding in the Tropics.
Having donned this creation, I walked through a bustling Arndale
centre full of Christmas shoppers and on arriving at the grotto was
introduced to two of the 12-strong elf staff.
Grotto manager Gareth Durbridge explained what my duties would
be.
"The role of an elf is to meet and greet the children, put them at
ease and take them in to see Santa. Elves will have previously sent
a text message to parents to confirm the booking and then when they
arrive they check the bookings on hand-held computers. It's our way
of taking the Christmas experience into the 21st Century."
The operation runs like clockwork. Children turn up with their
parents at their allotted time, the small screen is checked for the
booking and then the elves take the children through to see Santa
in his grotto, complete with digital camera facilities to capture
the moment.
Has this taken the magic out of Christmas, which used to be
characterised by long queues snaking around shopping centres with a
three-hour wait to see the great man in red?
It seems not. "Parents love it because they no longer have to keep
their children entertained for hours while they are queuing," says
Gareth.
Simon Reece and Kay Bove, who have brought their two-year-old
daughter, Tegan, agree.
Simon, from Gorton, says: "You can be a bit more organised. We just
turned up today and booked on one of the screens here and only had
to wait 20 minutes."
Poor Tegan was somewhat bemused by an undercover journalist posing
as an elf, but was soon put at her ease when she was ushered
through into the grotto by expert elf Rachel Marwood.
Rachel, 22, explains how to cope with over-excited or reticent
youngsters.
"It can be fairly daunting for them when they arrive. The shopping
centre is big, light and airy and then they are taken into a
smaller, darker room filled with loads of presents and a huge
Christmas tree. That's why we talk to them outside and sit with
them and their parents when they go into the grotto. Once they're
in there, it's sometimes difficult to get them out again so we have
to be very good at time management as well!"
It may sound like a scene from a corporate training video but the
approach really does work and the children I saw going in that day
were happily skipping in and out within their allotted time.
My next customer, four-year-old Harry, asked: "Are you one of the
elves?"
I was delighted. "Yes," I enthused, explaining how I wrapped all
the presents for the boys and girls and helped Santa deliver them.
I was definitely getting into the swing of things now.
Since the grotto was installed in November, Santa has seen 3,500
children and the team expects this figure to be nearer 5,000 by
Christmas Eve.
I am sure the elves will become busier in the run-up to Christmas
but there are plenty of incentives to keep them motivated. A
picture on the wall of Santa's grotto told me that Rudolph was
Employee of the Month, but I wouldn't be surprised if one of his
little helpers receives the accolade next time round.
THERE is still time to visit Santa at Manchester Arndale by logging
onto www.manchesterarndale.com. Prices start at £4 for a five
minute visit and a Christmas gift.
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