Walsall Council Leader Reflects on Emotional Santa Role

While leading a local authority and embodying Santa Claus might seem like disparate roles, particularly during periods of public sector austerity, the head of Walsall Council successfully combines both responsibilities. Councillor Garry Perry, who additionally holds a full-time position with the NHS, has been engaging with residents of all ages throughout the borough, bringing holiday spirit. Mr. Perry, a native of Walsall, initially assumed the persona of Santa Claus in 2011 during his tenure as mayor. After becoming the leader of the Conservative-led council in June 2024, he has continued these appearances at various venues, including educational institutions, St Michael’s Church in Pelsall, and community organizations. He stated, “It’s not virtue signalling, the key for me is giving back.” A particularly unexpected aspect of the role, according to Perry, was the emotional depth it entailed. He remarked, “Some of the things that children and parents tell you when you’re in that role are really emotional. Thank goodness I’ve got a beard on.” He further elaborated on the diverse interactions, saying, “You get children who want everything, children who don’t know what they want and children who clearly just want to be loved and cared for.” Perry concluded, “It can evoke all sorts of emotions when you are behind the mask. I hold various roles in life but I want to be grounded in my community, for me there is no prouder act.” In addition to in-person appearances, Perry creates video messages as Santa and has previously adopted the persona of an elf. He further commented, “Some parents also ask me to do videos where I will send a message about being good at Christmas.” He humorously added, “I’ve also done it as an elf in the past – I’ve done it all!” Perry noted that he assumed leadership of the council during a “difficult” period, referencing the authority’s projected savings of £28.8 million for the 2025-26 fiscal year.