Santa can significantly enhance the guest experience at holiday festivals by providing entertainment and engagement for all ages. A Santa on the way can offer photo opportunities, lead sing-alongs, and interact with festival-goers, adding a festive and joyful atmosphere. This presence can be particularly appealing to families, making the festival more attractive and memorable. Additionally, Santa can help promote vendors and activities within the festival, encouraging attendees to explore and enjoy all that the event has to offer.