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TEAM TALK: THE SCENE

30 October 2025

The Countdown to Christmas Is On: Training, Magic & Memories in Motion!

What an incredible few weeks it’s been across Scene to Believe!
From the energy of Area Manager and Chief Elf Training to the sparkle of our first set openings, you can feel the excitement building — the season of magic is officially here! 🎄
 
Our teams have been working tirelessly behind the scenes, transforming centres into festive wonderlands, capturing the joy of new events, and celebrating the evolution of Santa photography that’s been two decades in the making. 📸
 
In this edition, we’re unwrapping all the highlights — from leadership training moments and new on-set tools (hello, Pose Guide!) to the community events already spreading Christmas cheer. Plus, we’re taking a special look back at how Scene to Believe has grown from one humble pop-up to a holiday tradition that now touches families across Australia and New Zealand. ❤️
 
So grab your cocoa, cue the carols, and dive in — the most magical season of the year has begun, and it’s shining brighter than ever! ✨
 
With sparkle,
Jackie & Shae – The Newsletter Team

🎅🏼🎄 😉✨

COUNTDOWN TO CHRISTMAS🎄

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BEHIND THE SCENES

🎄The Magic Begins!
The holiday spirit is in full swing as our set teams across the country put the finishing touches on their festive wonderlands! ✨
 
From twinkling lights to toy-filled workshops, it’s all coming together beautifully.
 
This week, we’re sending a big good luck to the opening sets at:
Highpoint, Green Hills, Castletown Shoppingworld, Pacific Fair, Karrinyup Shopping Centre, Lakeside Joondalup, Rouse Hill Town Centre, Robina Town Centre (see video), Fountain Gate, Orion Springfield, and Sunshine Plaza!
 
Each centre is buzzing with activity — deliveries arriving, Elves in training, and Santa’s stage coming to life. The excitement is building as we get ready to welcome families for the first magical moments of the season. 🌟
 
Stay tuned as we share more Behind the Scenes stories, from elf introductions and fun team challenges to our first festive decor reveals in the coming weeks!

CHIEF ELF TRAINING

✨The Magic Sweeps Across Australia
Over the past few weeks, our incredible Area Managers across Australia have been sprinkling their Christmas spirit and putting all their learnings from Sydney into action with the rollout of Chief Elf Training!
 
From the snowy North (well… sunny North Queensland!) to the sparkling lights of Sydney, our Chief Elves have been stepping into the magic of Scene to Believe learning everything they need to know to run a Santa Set with confidence, care, and Christmas Magic!
 
Training sessions have been bursting with energy from hands-on equipment practice and role plays to lively discussions and plenty of laughter. We’ve seen new leaders shine bright like Christmas stars, ready to spread joy and guide their teams through another magical season.
 
This year’s training wasn’t just about learning the ropes it was about embracing the true spirit of Christmas and our company values: teamwork, kindness, and creating unforgettable memories for families across the country. Our Chief Elves are now ready to lead by example, inspire their teams, and make every visit to Santa something truly special.
 
The next exciting step in our Scene to Believe immersive training journey is the on-set training where our Chief Elves will welcome and train our wonderful new and returning Elves! Together, they’ll bring the sets to life, ensuring every Santa Set ensures the heartfelt moments are captured.
 
A huge thank you to all our Area Managers for their dedication, passion, and commitment to making this training season merry and bright. Your hard work is what keeps the Christmas magic alive year after year!
 
Wishing all our Chief Elves the very best of luck as they begin their on-set training adventures may your sets be merry, your elves be jolly, and your Christmas spirit bring this season to life!

EVOLUTION OF OUR SANTA PHOTOGRAPHY

🎅 Santa Photos with Scene to Believe
What began as a single pop-up in 2002 has grown into a cherished Christmas tradition across Australia and New Zealand.
 
The story of Santa Photography at Scene to Believe is one of innovation, creativity, and a whole lot of Christmas magic.
 
It all started in 2002, when Scene to Believe launched its very first Santa activation at Castle Towers Shopping Centre. Featuring instant printing, a first in the industry, this breakthrough experience brought technology and tradition together, delighting families and capturing the true spirit of the season.
 
The success of that first activation quickly caught the attention of Westfield, leading to a landmark partnership that saw Scene to Believe operating in all Westfield centres by Christmas 2003. With this, Santa’s photo experience became bigger, brighter, and more widely loved than ever before.
 
Building on that momentum, Scene to Believe expanded into New Zealand in 2005 at the invitation of AMP Capital Shopping Centres, bringing the magic of Santa Photography to even more families across the Tasman.
 
Fast forward to today, from one centre to 170+ locations in 2025, plus countless community events and special appearances, Scene to Believe continues to set the standard for creating unforgettable Christmas memories.
 
Each season, our Santas and Elves help capture the joy, laughter, and wonder of Christmas, one magical photo at a time. But beyond the lights, laughter, and little ones’ smiles, it’s the people behind the scenes who truly make it special.
 
From the camaraderie of busy set mornings to the shared pride in creating something magical together, it’s that sense of joy, teamwork, and purpose that keeps our people coming back year after year. The friendships, the laughter, and the sparkle in every moment remind us why we do what we do, because together, we create the kind of magic that lasts long after the season ends.
 
Take a moment to look back and enjoy the evolution of Santa through the years, a story built on innovation, partnership, and the belief that magic is meant to be shared.

SPREADING THE SPIRIT

✨Santa Training Season is Here!

It’s that magical time of year again when our Santa Ambassadors step into the spotlight to lead and inspire our incredible team of Santas across Australia and New Zealand.

Each season, our Ambassadors work tirelessly behind the scenes – recruiting, welcoming, and training the men who don the big red suit and bring Christmas joy to life. Their passion, care, and festive spirit ensure every Santa embodies the true magic of Christmas from the moment they step onto set.

Sharing the Magic of Training

For our Ambassadors, Santa training is more than just preparation; it’s about connection, confidence, and community.

“Training Santas, particularly new Santas, is a joy,” says Tony.

“You can see them realising what they can do and the impact it has on our visitors.”

Gavan adds,

“Our Santas come from all sorts of backgrounds, teachers, bus drivers, tradesmen, even pilots! They all share a love of Christmas and kids. Being their trainer is about encouraging them to learn and have fun.”

For Margaret, it’s all about the excitement and energy in the room:

“The part I love most is the enthusiasm, they can’t wait to get started! Their excitement is infectious.”

And for Ed, who’s new to the Ambassador team this year, it’s all about embracing the magic:

“Once you put on the costume, you simply become Santa. You have to believe it and spread that joy to everyone you meet.”

Learning, Laughing & Listening

Training isn’t just about techniques; it’s about inspiration.

“Don’t just read the slideshow, involve them!” says Brian. “Respect their opinions and remind them that none of us are too old or experienced to learn more.”

Tony agrees,

“Passing on tricks of the trade helps Santas develop their own ways to create memorable experiences. Watching them grow their ideas is a real joy.”

A Joyful Season Ahead

With new modules, fresh faces, and returning favourites, this year’s training promises to be one of our best yet.

“It’s wonderful to see Santas support one another and share experiences,” says Gavan. “It builds a great sense of teamwork across our Santa family.”

Our Santa Ambassadors are the heartbeat of the festive season, guiding, mentoring, and inspiring our teams to create moments of magic for every family.

Here’s to another season filled with smiles, sparkle, and the true spirit of Christmas! ✨

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BEHIND THE BEARD

🎅 Stories from the man in the red suit!

Behind every great Santa is a story of a wonderful life lived and a passion for spreading joy.

Meet Santa Eric — former manager, and now a star in the red suit for Scene to Believe. After retiring at age 60 and completing his long-planned 2½-year project, he found himself back to the workforce at 63 — only this time he swapped titles and corner offices for sleigh bells and children’s smiles.
 
Prepare to be inspired by his delightful tales and heartfelt commitment to wearing the red suit.
 
Read the blog here

NEW ON-SET POSE GUIDE

🥁Drum roll please… dun dun dunnn!!
We’re bursting with excitement to announce the new addition coming to our Santa Photography sets this season our very own On-Set Pose Guide!
 
We all know that every Santa visit is a moment full of laughter, excitement, and magic. When our visitors come to have their magical experience with Santa, we want to make sure each family leaves with a variety of fun and heartwarming poses to look back on for years to come.
 
Our top photo package requires at least six different poses, and we want to make sure all of our amazing Elves are set up for success in capturing that variety. That’s where our new Pose Guide comes in!
This cheerful little helper will sit right under the camera on set, providing a quick and easy visual reference for all team members. When you’re in the middle of a session and need a fresh idea, it’s right there ready to inspire! The guide includes everything from classic family setups and sweet sibling moments to some truly fun, quirky poses for those families who love to get a little silly.
 
Of course, the Pose Guide is just the beginning we know our Elves and Santas are bursting with creativity! We encourage you to think outside the box and dream up your own magical moments. Whether it’s a giggling toddler high-fiving Santa, a family group hug, or a creative group matching outfit, we want you to make each session uniquely special.
 
We’re challenging every Elf and Santa this season to come up with new and exciting pose ideas! Let’s see who can capture the most creative, joy-filled, and heartwarming shots of the season.
 
At the end of the day, it’s all about creating the kind of photos families will treasure. We hope our Pose Guide gives you the support, inspiration, and confidence to do just that.
 
So get ready to strike a pose, spread some Christmas Magic, and create a lasting memory one photo at a time!
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CELEBRATING NSW 2025 FESTIVAL OF MOSMAN

🟩 With a Splash of Green Screen Magic!
Our one-day activation at the 2025 Festival of Mosman in NSW was a huge success, bringing colour, creativity, and community spirit to this much-loved local celebration.
 
The festival transformed the streets into a vibrant hub of energy, with the entire area blocked off to support local businesses, artists, and community groups a true celebration of all things “Mosman”!
 
Our Events team was proud to be part of the festival, running an interactive green screen photography experience that captured the fun and excitement of the day. Our pop-up studio fit perfectly into the spring-themed beachside fair.
Festival-goers could choose from three unique backdrops, each offering a different way to celebrate the magic of Mossman and the results were fantastic! The team created 236 printed photos throughout the day, giving guests a personalised keepsake to take home and remember the experience. (Please note the carousel images are for internal use only).
 
It was a wonderful celebration of community, creativity, and local spirit and we’re thrilled that our Events team helped bring a little extra magic to the Mossman Festival.

NEW GRADUATION SOCIAL LAUNCH!

🎓 Exciting News — Dedicated Social Channels!

We officially launched our Graduation by Scene to Believe social media channels. 

This marks the first step in segmenting our social presence into dedicated platforms for each of our key services — helping us communicate more clearly and effectively with our audiences. By giving Graduation its own space, we’ll be able to:

  • Create clearer, more tailored messaging for each audience

  • Greater targeting with content that resonates

  • Stronger content plans aligned with each service’s peak seasons

  • Gain better insights and performance tracking across campaigns

Show @GraduationScene some love with a like for follow:
👉 Facebook: facebook.com/graduationscene
👉 Instagram: @graduationscene

Santa stays on the existing social accounts focusing on the magic of Christmas. With our LinkedIn account sharing the news from across the company.

Stay tuned — there’s much more to come as we continue to build both our Santa and Graduation communities online!

ELVES IN ACTION

🎥We Want to See It!

🌟The Christmas magic happens because of you — our amazing Elves!  

We want to share your festive fun in our upcoming newsletters and socials. To do this we need your help. Let us know about your best behind the scenes fun, team highlights, and/or magical set moments.

📸 To share your magic:

  • Upload your story via the Elf Share Form

  • Tag or mention @scenetobelieve

  • Use our festive hashtags:
    #SceneToBelieve #SantaScene #ElvesInAction #ElfMischief

🚫 Please remember: no photos or videos of Santa Visitors on social media (see our Social Media Policy).

Let’s fill our feeds with sparkle — and celebrate the joy you bring to every set! 🎄💫

HIGHLIGHTS FROM THE HQ

🌟 Steering the Sleigh – Latest HQ News 

🎃 Spooky distractions at HQ — stay on your toes this Friday 31st October!

🐾 Soup joins the team — we welcomed Jess’s new greyhound to the Scene to Believe family this week!

🎅🏻Follow Santa at Scene to Believe and share the sleigh ride @SceneToBelieve via Facebook and Instagram

🧑🏻‍🎓Follow Graduation at Scene to Believe and celebrate the success @GraduationScene via Facebook and Instagram

📰 For more STB News follow LinkedIn!

UNTIL NEXT TIME DREAM TEAM

✨ We hope today’s edition added a bright spark to your world.
We’ll be twinkling back your way soon! 🌟
— Warm smiles from HQ

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