While Santa Claus may still be finalizing route details with Rudolph, Dasher and Dancer or pushing employees in his workshop at the North Pole to maintain a “996” schedule ahead of the big annual deadline, a local family has been diligently hustling for weeks to ensure struggling community members have a Merry Christmas.
After several years, the Secret Santa program administered by Robert Aldana, a realtor at Keller Williams Scotts Valley/Capitola, and his wife, Monica, who runs the books for Aldana Consulting Group, has now grown to be able to provide more than 40 families in Scotts Valley with gifts and food over the holidays.
“It’s very indicative of how kind and generous our community is,” Robert says. “What we do is, we let it be known that we’re here to help people—with the help of our community. Because it really only works with the help of our community.”
The idea’s been germinating since around 2017. Robert runs the My Scotts Valley Facebook page, which generates plenty of engagement. And far beyond using the platform as a real estate tool—as many realtors do—he wanted to use the social media company’s digital reach for a community benefit.
“We just try to be a resource for people who need help,” he says. “This is the holidays, people need it.”
The first year they were able to make sure around 15 families received a gift basket.
Over time, more and more organizations joined the initiative.
Different teachers at Scotts Valley High School will sponsor a family. Expressive Learning and Circle of Friends are other local educational institutions that contribute. Gateway Bible Church is an “instrumental” actor, says Robert, adding 4×4 and More has even offered vehicle repair services as a donation.
After all, he stresses, the need out there is all-too-real.
“It’s hard when you hear someone say, ‘My dad could really use a jacket,’” says Robert, adding that many donors ask to remain anonymous. “There are a lot of people who do nice things for others because that’s what’s in their heart—and they don’t need the recognition.”
Monica has seen how times really are tough for many out there this year.
“It’s so expensive to live here. The food has gone up so much,” she says. “People are still losing their jobs.”
Good Ole’ Saint Nick may have a paper list that he checks once, and then looks over again—as he attempts to ascertain which of the names on it represent individuals who have been less than good, and which ones have been acting in a much more acceptable manner—meanwhile Monica relies on modern cloud computing infrastructure to keep the donation program firing on all cylinders.
She conducts interviews with families seeking donations to confirm nothing is amiss.
“By around (Nov.) 15 I had my list finalized of the families that are in need. And I always use Google Drive,” she says, explaining this includes a wish list of the items each family (which remains anonymous to the donors) has requested. “I don’t require you to buy everything on the list.”
The hardest part, according to Monica, is that—despite all the organizations and individuals that have gotten onboard—they still can’t help everyone.
At first, she decided they could help 37 families this year. However, thanks to all the gifts they received, they bumped that number up to 42.
“I got five people off the wait list,” she says triumphantly. “Some of the families are just in chronic need.”
While Monday was the official deadline for the donation program, the Aldanas say there is still time to help additional families.
“I have a wait list of people that still need help,” she says. “I can definitely spread the joy.”
The top requested items this year? Groceries and gas assistance.
“We’re kinda the elves, and the community’s the Santa,” Monica says. “I just always tell people that it’s (about) giving back to the community while building community. And we’re all able to come together and do something big.”
To get involved, contact Monica at ms************@***il.com.
