The Secret Santa Project began with a single, heartfelt purpose

"To put toys in the hands of children."

Our goal is to make sure no child goes without a toy during the holidays. Founded by the late Joe Alvarado, a mentor, father figure, and community leader, the project has blossomed into an annual tradition rooted in generosity and service.

Since 2013, we've remained committed to serving families in Las Vegas through a simple but powerful gesture: showing that someone cares.

Thanks to more than 25 sponsors and hundreds of volunteers, our event continues to grow, bringing holiday magic to thousands of local children each year.