Dan Rowe, known as ‘Legendary Santa,’ dies

Henrico resident Dan Rowe, known to generations of Richmond-area families as “Legendary Santa,” has died. Rowe, born in 1927, greeted children for half a century during the holidays beginning in 1966 – first at Miller & Rhoads department store in downtown Richmond, later (after the store closed in 1989) at Thalhimer’s and more recently at the Children’s Museum of Richmond. His last appearance as Legendary Santa was in 2017.

Rowe also was known as the voice of Hermitage High School’s baseball team for decades and was a lifetime member of the North Run Baptist Church.

Rowe took over the role as Legendary Santa in 1966 from his brother, Hansford. He was inducted into the International Santa Claus Hall of Fame in 2011.

The Legendary Santa program began at Miller & Rhoads in 1936. It shifted to the Children’s Museum in 2005 and has continued since – this year on a limited schedule, because of COVID-19.