Holly, jolly, and a little bit naughty. Seattle SantaCon is comin’ to town

Love it or hate it, the holiday pub crawl is back in Seattle this year with hundreds of partying Santas swarming downtown bars. The event can be a bit chaotic, but it is also a big moneymaker for bartenders.

It's noon on a Saturday at Merchant's Cafe & Saloon in Pioneer Square. The bar just opened and the only person inside is manager Anthony Powell. He's emptying bottles of liquor into a beer keg, making gallons of a pre-mixed cocktail that later he’ll pour from a beer tap.

"It's really valuable on these nights,” Powell says as he tosses an empty vodka bottle into the trash. “Shaking a two-minute drink is not the vibe."

Powell is bracing for a huge crowd to show up at his bar. This is day one of SantaCon, a holiday pub crawl where hundreds of people dress up as Santa — or sexy Santa — and make their way through Seattle one bar at a time.

Right now at Merchants there's still a lot to do. Priority one: Making five gallons of espresso martinis. Powell says this is the drink of choice these days.

"It's like a frenzy. So if someone sees one person have it then everybody needs one,” he says. “It's like the bartenders worst drink to make. They hate it."

Powell’s first problem: no espresso for the espresso martinis. He could send a bartender to the store to buy some coffee. But now he's got a second problem: no bartender.

"I texted her this morning, 'Hey, this is the plan for the day." No response. So I'm like, cool,” Powell says and laughs nervously. “So, this is kinda me running around, I'm a little panicked. But at the same time I know it's gonna go good. We'll recover."

SantaCon is one the busiest nights of the year for Merchants, Powell says, bigger than St. Patrick's Day or Halloween. He’ll need at least three bartenders working tonight.

Despite the chaos, SantaCon is a good night to make money for the otherwise sleepy bar. Last year Powell says he made more than $1,000 in tips in one night, helping him pay for his December vacation.

It's a little after 2 o'clock now. Powell has secured some cold brew for his martinis and a barback has shown up to help.

Outside: packs of feral Santas are roaming downtown streets.

Over at Cowgirls, Inc., there are elves dancing on the tables and reindeer riding the mechanical bull.

"I kicked out one girl for climbing upside down up there,” says bouncer Blaze Brooks. He points up to the rafters of the nightclub where lights are hung.

“It's a serious safety hazard,” he says. “We've had people, like, fall and get hurt before. So, when the bar staff says somebody's gotta go — they gotta go."

SantaCon definitely has a reputation. There are lots of people drinking all day. There's been reports of vomiting Santas — even fighting Santas. A number of bars downtown have large signs in their windows that say, "No SantaCon attendees.”

But Brooks says overall this year, people just want to have a good time.

"It's good to see everyone out and about, especially in Pioneer Square,” he says. “You know, liven in it up in the area a little bit, it's kind of nice to see people not scared to walk around."

Organizers say over 3,000 people signed up for the event at about $15 a ticket. Sarah Rogers, with Seattle Santacon 2024, says they hope to donate at least $5,000 to children's charities like the Boys & Girls Clubs.

Sharoya Lenaris was at Merchants with her mom who came from Portland just for the party.

"We're going to end the year 2024 amazingly,” Lenaris declares to the bar. “Going to 2025 with more goals, accomplish more things, and have a lot of fun!"

Lenaris is a SantaCon veteran but this was the first time for friends Annabelle and Hannah.

"I love it so much,” says Annabelle. “It’s so cool, the community that is here.”

The pair are wearing matching ugly Christmas sweaters.

“We have cows on them," Annabelle says. "They have jingle bells and a beer pouch!”

Both are sipping on espresso martinis from Powell’s pre-mixed keg.

"Number one seller, easily,” Powell says in the now packed saloon. “It's going crazy right now. I'm sure the keg is about to blow. Actually I need to go check on that."

This is barback Natalie Lacayo’s first Santacon.

"I got people twerking at the bar. I'm not complaining. Not one bit. I loved it,” she says. Right on cue, a dancing Santa jumps up on the old wooden bar and gives the bar a show.

Someone spills a drink on the floor and Lacayo runs out to mop it up. With some help from Shania Twain, she turns the cleanup job into her own dance.

It's about 8 o'clock now. The espresso martini keg is long gone.

Bar manager Anthony Powell still has hours of work ahead, but SantaCon 2024 has been a success, he says.

"No one's been any type of trouble, we had no one throw up, no one's puked, that's always a plus,” Powell says. “Everyone's been real nice and respectful. It's been great, having a great night."

Don't worry if you missed the party. SantaCon continues the next two Saturdays in Seattle. On Dec. 14, the Neon Brass Party marching band is set to perform in Pioneer Square.

And if you just cannot get enough of the fun: Organizer Sarah Rogers says next year they want to expand it to all four Saturdays in December.