There is a hidden barrier preventing many communities from fully feeling the magic of an encounter with Santa. Even in communities with majority Black residents, parents struggle to find Santas that look like their children. Hilltop Plaza saw parents in the area struggle to find a Santa their children could relate to and worked to create an event where children could not only meet a Black Santa, but spend an afternoon fully enveloped in holiday magic. Through a robust marketing & PR effort, Hilltop Plaza provided the community with this essential resource while also fostering conversations around representation – because it matters.