I know a several of those guys, actually. The guy who is front and center with the red and white pattern shirt and red pants has been my bleaching mentor. He wrote a small book about how to bleach your hair and beard without causing damage, and then walked me through everything via email. Santa Shannon. Good guy.
The guy with the do-rag in the back is a Harley rider who lives in Georgia. Wants me to ride with him some day. We'll see. To his left, is the famous Santa Tim, aka Santa Hollywood, aka the Julie McCoy (cruise director). He's the official Hollywood parade santa and has appeared on Leno, Oprah, Dr. Phil, etc., does Oreo cookie commercials, and employs about 200 real bearded santas every year to cover events that he can't do himself. He also runs the International University of Santa Claus, through which this annual cruise is organized and offered.
http://www.realsantas.com/iusc.htm His Santa school will be offered in Tampa in June, and I'm thinking about attending.
http://www.santahollywood.com/
I recognize at least half of the faces in that crowd, all of whom are active members at ClausNet.org which is kind of the Headcase of the Santa hobby. All of the cool Santas hang out there, although none of them really talk about drinking.