Media personality, Mark Aiston reacts to Magic Cave ‘money grab’ in video

David Jones’s decision to charge families for what was always a free Adelaide Christmas tradition has not gone down well with the Adelaide media personality.

A radio presenter has taken to social media to blast David Jones for charging children to sit on Santa’s knee in the beloved Magic Cave amid rising cost of living.

Sports journalist and former FIVEaa presenter Mark Aiston posted a video to social media expressing his shock at the controversial move.

“Sorry what?” he said.

“The world at the moment is collapsing around our ears, mental health has never been more significant, interest rates are going up, families can’t pay their gas bills, great idea, let’s charge for kiddies to sit on Father Christmas’s knee, what the f--k,” he said.

Mr Aiston said he was “trying to think about when that decision was made”.

“Everyone’s talking … and then someone in the corner says, hey, why don’t we charge?

“Why don’t we charge kids to sit on Santa’s knee but if they want to wave, they can do that for free and someone else in the room would say, great idea, honestly that’s fantastic and perfectly timed,” Mr Aiston said.

David Jones, host of the iconic cave, has imposed booking requirements to visit Santa, refusing anyone who hadn’t booked online — and those online bookings come at a cost.

Prior to the pandemic, children could sit on Santa’s lap for free with optional professional photos coming at a cost.

But now to book, you must purchase a photo package ranging from $24.95 to $49.95.

Children can “wave” to Father Christmas for free, David Jones said, but only if capacity allowed in order to adhere to Covid-safe policies.

However, under state current government regulations businesses no longer to have capacity regulations.

A poll by The Advertiser showed 90 per cent of more than 1300 respondents opposed David Jones’s move.

Elves Jelena, Jemma, Olivia, Mia and Declan with Santa at Santaland in Adelaide’s Myer Centre where it is free to visit Santa Claus. Picture Emma Brasier

On Facebook, Pat Ovenden called the charge “un-Australian”.

“No child should be denied seeing Santa in the Magic Cave because their parents can’t afford it,” Ms Ovenden wrote.

Another Advertiser reader, Amy Louise, wrote on Facebook, “with the way things are at the moment, charging families to see the Magic Cave is horrible”.

“Children don’t need to miss out on the magic of Christmas because it now costs to see Santa,” she said.

Sammy D’Antiocchia said he worries for the people who can’t afford it.

“Santa himself should be ashamed,” he wrote on Facebook.