Santa Sunday at Sunday River is Dec. 7, when scores of skiers and riders in Santa suits hit the trails.
The annual event - in its ninth iteration - raises money the Bethel Rotary uses to buy presents for kids in the region.
This seasonal kickoff has become a tradition at the Maine resort, setting a tone of generosity, goodwill, and fun across the region.
Here's the deal: Sunday River gives anyone a lift ticket for that day, and two more early season lift tickets to use later who arrives in a full Santa suit and is willing to donate $10 to the toy fund.
Some 226 Santas donated $2,260 to the charity event last December and earned three free days of skiing and riding. Sunday River had 42 trails open a year ago, and held the Santa event on Broadway.
The Santas assemble at the top of the trail, and all ski down together in one mass display of seasonal spirit and jollity that must be seen to be believed.
The Bethel Rotary is a member of Rotary International, which provides humanitarian service and strives to build goodwill and peace in the world. Bethel Rotary Club is one of more than 32,000 Rotary Clubs around the world.