United does something pretty cool every year. They take children with critical illnesses, put them on a plane, and taxi them around the airport to the "North Pole" (a red carpet club or another gate, I think) where they get to meet Santa. It's run by employee volunteers, and United donates resources.
There are lots of people wandering by in santa hats, elf costumes, and other holiday finery. Lots of photographers and videographers too. It's such a cool idea, and the kids were all terribly excited.