The annual event brings several four-person Santa teams from around the world, dressed from head to toe in red and white, to compete in holiday-themed competitions, like chimney climbing, snowshoe obstacle course relays and Santa Clauben, an event where each team must crawl under a giant Santa hat and pick up gift-like packages along a course dotted with hay bales and pine trees.

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Recently, the asthma pill was approved as an allergy medicine, and Merck is betting that it can convince hay fever sufferers to take it instead of antihistamines like Claritin, available cheap and without a prescription from Schering-Plough (nyse: SGP - news - people ), and Zyrtec, sold with a prescription by Pfizer (nyse: PFE - news - people ).

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High-profile hotels such as Hotel Tcherassi and Sofitel Santa Clara are at capacity during annual events like the Hay Festival, a branch of the UK literary fair of the same name.

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