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Bruce Flamon's Christmas Day Tour

By Carol M. Bareuther, RD

You won't find snow in downtown Charlotte Amalie on Christmas Day. But, you will find the holiday spirit alive, well and embodied in tour guide Bruce Flamon. Clad in a Santa suit, this jovial gentleman gives gifts to all the visitors who've been good, along with free round-the-island "sleigh" rides in his safari-style taxi.

A native of Chicago, Flamon says, "I had a hard time getting in the holiday spirit when we first moved here. I mean, 85- to 90-degree temperatures, it felt more like summertime."

This enterprising former firefighter and state police officer figured the only way to get in the mood for giving was to give. So, Flamon put on a Santa hat and offered free island tours. At first, visitors were skeptical. However, those who took him up on his offer had a great time.

Flamon's sights grew as the tradition took root. "I started giving tourists who took my Christmas Day tour a souvenir that had been left in my van over the year. But, I wanted to do more. I wanted every tourist who visited downtown on Christmas Day to get a gift."

The island's business community rallied around Flamon's idea. Last year, between 9 a.m. and 11 a.m., he handed out over $6,000 worth of donated gifts — everything from overnight hotel stays, certificates for jewelry and parasail excursions to hats, T-shirts and even candy.

Flamon's goodwill isn't just seasonal. During the decade that he's called St. Thomas home, he's helped young people learn entrepreneurial skills and spearheaded development of the Certified Tour Guide Association. This group of about 30 taxi drivers has received intensive instruction in Virgin Islands history, presentation skills and customer service.

More than his accomplishments, it's Flamon's jolly personality that has his customers calling him "cousin" by the end of the tour. "Let's just say I now have cousins all over the world," he says with a winning smile and a wink.