A California gun range is using Santa Claus' jolly old image to promote firearms. Down Range Indoor Training Center in the town of Chico recently put up this billboard featuring Santa holding a semi-automatic rifle, CBS 13 reports. (function(d, s, id) { var js, fjs = d.getElementsByTagName(s)[0]; if (d.getElementById(id)) return; js = d.createElement(s); js.id = id; js.src = "//connect.facebook.net/en_US/all.js#xfbml=1"; fjs.parentNode.insertBefore(js, fjs); }(document, 'script', 'facebook-jssdk')); Post by Down Range Indoor Training Center. The business was just looking to drum up some attention, co-owner Steve Dyke told The Huffington Post. "Overall, it's been overwhelmingly positive," Dyke said, although he noted that the response has been much larger than anticipated.