Years ago I took my own three-year-old daughter to a traditional Santa photo at my then workplace. I set her on Santa's lap. The photographer started shooting. My daughter screamed.
I thought I had wrecked my child. I thought I had handed her a childhood trauma, and in truth it traumatized me more than it traumatized her. We left. I decided we would not see Santa again until there was a version my daughter would actually enjoy.
There was not one. I looked. There were laps and lines and ten-minute slots and backdrops, and none of it was built for a child who was scared. So I built one.
My daughter did not go back to Santa until this experience existed. She went through the four scenes the way every child does now, and she was fine. She decorated the tree with Mrs. Claus. She met Santa in his apron. She baked. She ate the cookie she made. She is older now, and she still talks about it.
That is what Heart of Gold is. A private hour, one family at a time, with Santa and Mrs. Claus, built around the child who would not sit on a stranger's lap.