Today we’d like to introduce you to Dennis Diede
Hi Dennis, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
Every year, as Christmas approaches, a unique figure can be seen on the sands of Cardiff Beach—dressed in a bright red suit with a snowy white beard, greeting children, families, and even pets. But this isn’t your average Santa. He’s the Seaside Santa, a beloved figure who brings joy to locals, all while supporting a cause that’s close to his heart.
It all began during the COVID-19 pandemic, when a teacher asked a local mother if she knew someone who could dress up as Santa for a neighborhood drive-by party. That’s when his daughter-in-law, who knew about the man behind the beard, mentioned her father-in-law. He had a thick beard and a striking resemblance to Kurt Russell’s portrayal of Santa in The Christmas Chronicles. Little did anyone know, that mention would spark a yearly tradition.
“I started showing up at Cardiff Beach every Christmas to take pictures with kids, families, and even their furry companions,” said the Seaside Santa, who prefers to remain nameless. “I do it for free. The joy I see in the kids’ faces is priceless. If anyone insists on paying, I ask them to donate to SLC6A1 Connect in honor of my granddaughter, Reilly, who is affected by this rare genetic disorder.”
Since that first year, the Seaside Santa has made his mark not just on the beach, but also at local businesses, events like the Air and Space Museum, and even home visits. His mission remains simple: spread the Christmas spirit and make memories that last a lifetime.
“The kids are what make it so special,” he says. “I’m the one who feels blessed getting to do this. It’s not just about the pictures, but about the connection, the smiles, and the magic of the season.”
With a heart full of holiday cheer and a dedication to both his community and his granddaughter’s cause, the Seaside Santa looks forward to many more years of spreading joy along the coast.
If you’re in Cardiff Beach this holiday season, don’t forget to stop by and snap a photo with the Seaside Santa—it’s an experience you won’t want to miss.
We all face challenges, but looking back would you describe it as a relatively smooth road?
The holiday spirit was nearly dashed this past December when Seaside Santa, a beloved figure at Cardiff Beach, was asked to leave by California State Park Rangers. For years, Seaside Santa had been bringing Christmas cheer to families, offering free photos with children, adults, and even furry friends. But during the final two week before Christmas, a routine visit took an unexpected turn, sparking frustration among families and a heated response from the community.
It all started when the Rangers arrived at Cardiff Beach and informed Seaside Santa that he was violating park regulations. Though he had been holding his annual photo sessions without incident for years, this year, things were different. Officials explained that commercial activity—even if it was for charity—was not permitted without a permit.
The news was a blow not just to Seaside Santa, but to the families who had come to rely on the tradition. “The children were crushed when they heard they might not get their photos with Santa,” said one parent, who had brought her two young kids to the beach. “It’s become a part of our holiday tradition. To see them upset over something that was so important to them was heartbreaking.”
Word quickly spread on social media, with many families voicing their concerns and frustrations. What began as a small issue turned into a community-wide uproar. The Seaside Santa had always given his time for free, and the donations he did receive were directed toward SLC6A1 Connect, a charity for his granddaughter Reilly, who has a rare genetic disorder. The idea that something so innocent could be stopped was hard for many to comprehend.
Seaside Santa, though disappointed, remained calm. “I knew I had to handle it with respect, for the kids’ sake,” he said. “This wasn’t about me—it was about preserving the magic of Christmas for those who needed it the most.”
The next few days were filled with calls to California State Parks, with community members pleading for an exception, and Seaside Santa himself explaining the heart behind the tradition. Cooler heads eventually prevailed. After multiple calls, the park system reconsidered, acknowledging the public outcry and Seaside Santa’s history of spreading goodwill, not profit.
By the end of the week, an agreement was reached. Seaside Santa could continue his tradition for the final week before Christmas without further interference. The community rallied around him, expressing their gratitude for both his persistence and the park’s understanding.
“The kids were overjoyed when they heard we could continue,” Seaside Santa shared, smiling. “It was a tough moment, but I’m grateful for everyone who supported the cause and worked so hard to make it happen.”
While the incident was a challenge, it ultimately strengthened the bond between Seaside Santa and the Cardiff Beach community. The final week before Christmas was filled with smiles, photos, and a renewed sense of holiday spirit.
“It’s a reminder that, no matter what challenges we face, the spirit of Christmas and the joy of the children will always prevail,” Seaside Santa said. “I’m just glad I get to be a part of it.”
Thanks – so what else should our readers know about your work and what you’re currently focused on?
Before embracing the role of Seaside Santa, I spent 20 years in retail management, specializing in men’s clothing. Over the years, I became known as a men’s clothing expert with a particular depth of knowledge in era-specific styles. My passion for fashion went beyond just helping people look their best—it was about instilling confidence and empowering individuals through their appearance.
One of my proudest achievements during this time was creating a Dress For Success program for retiring Navy SEALs and Special Operations personnel. For seven years, I taught two classes annually, providing over 500 Fellows with the tools and knowledge to dress appropriately for civilian life and professional settings. It wasn’t just about picking out clothes; it was about helping these individuals feel empowered as they transitioned into the next chapter of their lives.
In my final two years, I expanded my work to include the Wounded Warriors program, helping veterans who had sacrificed so much and were navigating their own transitions. It was incredibly fulfilling to offer my expertise in a way that could have a tangible, positive impact on their futures.
This experience deepened my understanding of how important it is to present oneself with confidence, whether you’re facing a new job interview or spreading joy as Santa on a beach. The essence of dressing well—whether in a business suit or a Santa suit—has always been about empowerment and a sense of dignity, and it’s something I carry with me in everything I do.
Where do you see things going in the next 5-10 years?
To be honest, I don’t see Christmas itself changing anytime soon. The holiday’s spirit of giving, togetherness, and joy is timeless. However, I do believe the Seaside Santa tradition will continue to grow and evolve, particularly in terms of its impact on the community. The connection I’ve made with families and children at Cardiff Beach, surrounding ares like Encinitas has been incredibly meaningful, and I see that relationship continuing to deepen.
While the world around us changes, the magic of Christmas—and the magic of Santa—remains constant. What I hope to see in the next 5-10 years is an even greater connection with individuals and families, as well as continued community support. Every year, I’m reminded that these moments—taking photos with kids, sharing laughter with families, and even interacting with pets—are incredibly special, not just for the families, but for me as well.
As I’ve always said, “Children are the closest thing to heaven on earth,” and I truly believe that. The impact they have on me is profound, and I look forward to many more years of sharing that joy and watching the tradition grow. It’s not just about photos with Santa; it’s about creating memories that will last a lifetime and spreading the Christmas spirit in a way that touches lives in ways words can’t fully capture.
Pricing:
- Beach Days – Free/ donation
Contact Info:
- Email: theseasidesanta@gmail.com
- Instagram: @Theseasidesanta
- Facebook: #Theseasidesanta
