Singing Santa: Robo Claus a source of cheer

A car full of children wave and cheer as Santa Claus shakes in a Christmas song and dance.

"Feliz Navidad," a child in the back seat yells through the rolled-down window of a silver Pontiac four-door.

But Santa Claus continues to blankly stare straight ahead, never interrupting his gravely rendition of "Jingle Bells."

To say he's devoted to the song would be a bit of an understatement. It's all he can do.

But for the third straight year, the robotic dancing Santa has shouted Christmas greetings to passing traffic on University Drive in Edinburg.

Born as a publicity stunt by a custom truck shop, robo Claus has become an Edinburg holiday staple.

Arnoldo Cadena bought his first one three years ago. He had just opened Cadena's Truck Accessories, a shop dealing in customizing pickups. Business started slow, he says. Many people sped by his East University Drive shop, nestled next to a tattoo parlor and vacant pool hall.

Then Santa came to town.

"When I first opened, I had no customers here," says Cadena, who has since opened a second location on Conway Road in Mission. "That was one way to get attention from customers."

The tradition started with a dancing skeleton for Halloween. Cadena put it out and people began to notice his shop. Halloween season ended and so did the brief surge of customers. Enter Santa.

Fast forward three years, and Cadena owns five dancing Santas. He keeps spares in case one breaks.

The Santas, purchased online for about $120 each, speak English and Spanish. And for the past three years, this dancing maniac Santa has endeared itself to the Edinburg community.

People often stop and take pictures with it, ask to buy it or simply wave.

But most importantly, they take notice of the shop and the things it sells. After that Yule time success, Cadena has brought Santa to another town.

"In Mission, the first thing I did was buy another Santa to get attention," he says.