By August of 1955, World War II had been over for ten years, and Americans of all ages were busy partaking in the offerings of postwar prosperity. Davy Crockett coonskin caps were a fashion rage, Ray Krocs first McDonalds restaurant opened in suburban Chicago, 20-year old Elvis Presley signed with RCA to record Heartbreak Hotel, and the ultra-modern Southgate USA shopping center was christened on the corner of Warrensville Center and Libby Roads in Maple Heights, Ohio. Southgates immediate success and popularity fueled consistent expansion. By 1961, the center boasted a remarkable full mile of stores and over 1,000,000 square feet of shopping space. Four years later, in 1965, Southgate USA became the nations largest shopping center, with more than one-half of greater Clevelands booming population having visited its array of over 100 stores. That holiday season, a festive Christmas parade complete with local dignitaries, marching bands and Santa Claus weaved its way through the center to cap off a decade of unprecedented customer service. In 1971, Southgates management introduced a small, red on white, lapel button with an image of Santa Claus that was designed to be tossed into the crowds that lined the streets for the annual Christmas parade and then distributed free of charge by member stores throughout the holiday season. Fresh images of Santa were created in 1972 and 1973 as interest in the unique holiday token began to gain momentum. A date was added to the button in 1974, and a mini collector craze ensued. In 1979, Ted Knight, best known for his role as a quirky newscaster on the Mary Tyler Moore Show, served as the Christmas parades Master of Ceremonies. A full-page newspaper advertisement featured Knight stating, All good things come from Southgate USA, including our famous Santa button! Throughout the years, the buttons design has remained brilliantly simple and consistent. The first recognizable deviation came in 1990 as a silver background was added to mark the 25th anniversary of the Christmas parade. In 1991, the customary protocol of colors was reversed to create the white outline of Santa on a red background. By 2000, the button increased slightly in size and included the Southgate USA logo for the first time. The 50th anniversary of the center was commemorated on the 2005 edition of the button. In 2015, Southgate USA celebrated its 60th anniversary, and the beloved Santa Button continued as a treasured and enduring tradition evoking nostalgic images of six decades of life in greater Cleveland, Ohio.