From the website:
In the begining the original ten Santas decided to get together, to look at some photos that were taken during the filming of a commercial they had all appeared in. They met on the third Sunday in January, At the end of the meeting it was decided to meet annually on the third Sunday. Little did they know that first meeting would lead to an organization that now has over 750 Santas listed ...
Who knew there are so many real-bearded Santas in the world?
Link: Amalgamated Order of Real Bearded Santas