Photo by Holiday Magic Studios | Since 1999, Holiday Magic Studios has done Santa photos at the River Park shopping center in Fresno. This year, they are once again inviting the public to sponsor photo packages for children in need.

Holiday Magic Studios Inc. is giving back once again through its “Million Magic Moments” campaign — with the goal of raising $100,000 to provide 300 Santa photo packages to children and families in need this holiday season.

The company has teamed up with local nonprofits, including Make-A-Wish, Big Brothers Big Sisters, Toys for Tots and The Boys and Girls Club of Fresno County, to offer high-quality Santa photos for children whose families have experienced financial struggles, illness or loss.

Fresno Mayor Jerry Dyer has jumped on board to support the cause.

“If just 50 of our local businesses each sponsored ten families, we’d reach the goal in a single day,” said Dyer.

For almost 26 years, the portable Holiday Magic studio has been a staple at River Park in time for Christmas festivities.

The company now offers its premier Santa photo packages at four locations via its portable studios as well as brick-and-mortar photography studios through partnerships with photographers in Fresno, Madera, Hanford and Bakersfield. The company is open to additional partnerships with photographers.

Owned by Peter De Young and his son Nico, Holiday Magic Studios identified how to differentiate themselves by providing the highest quality experience for children and their families, said Peter De Young.

The team spoke with customers and applied their feedback.

“We were going to listen to what mothers wanted, and we were gonna over deliver,” said De Young, “So we went to a five-minute appointment period.”

The company worked with Disney Imagineers and tech experts to perfect Santa’s workshop, including all of the proprietary video content — such as the elves in the window displays — as well as all of the technology required to run the studio.

“The software we developed wasn’t available anywhere in the world,” said De Young.

Holiday Magic staff direct the shoots — offering props and poses to ensure that each photo is a winner.

“We invite people to bring the whole family. Let’s take a picture of grandma and grandpa with the kids,” said De Young, “Let’s take the kids individually. Let’s take silly shots; different poses.”

The company’s “real-bearded Santas” remain in character, interacting with children and families, to encourage natural smiles. It currently employs 10 men to represent the jolly elf — but simply having a grey beard isn’t enough.

“Just as important is to find people who are Santa,” said De Young, “They have the spirit of Christmas and joy in their hearts and understand the importance of their role, AND have a white beard.”

The result, according to De Young? Parents and grandparents leave the studio with high-quality photos of their families and children leave with memories of five magical minutes spent in Santa’s workshop.

“This is a family experience,” said De Young “When you come here, or to any of our studios, you’re in for an experience. Something that the kids will never forget.”

Customers can visit holidaymagicstudios.com to schedule a photoshoot.

“You can do it on your phone. Pick any five-minute period for the entire 6-weeks that we’re open.” said De Young.

For years, De Young would pay out of pocket to provide the experience to families in need.

“We utilized my credit card to swipe anybody who was really, you know, in need,” said De Young, “We did that for many years.”

The company now supports even more families in need through their “Million Magic Moments” campaign.

“Businesses in the community can underwrite an entire family to come in and have something that many of them have never had, and that is an experience like what we offer,” said De Young.