12/17/2003 - Sustaining the Legend of Pancho Clos: The American G I Forum Spreading Cheer and Good Spirit

Sustaining the Legend of Pancho Clos: The American G I Forum Spreading Cheer and Good Spirit

By Christy Martinez

For many years and generations the legend of Santa Claus, has been cherished and told to children all over the world. Many have thought that these stories were tall tales. However, as children anticipate the arrival of Christmas, the family history of the Clauses has now unfolded and is more evident, and more diverse then people have ever known. Even more interesting is to learn that the Claus family has a strong tie to Texas and Mexico.

In 1970, three men, the late Gus Medina, owner of “La Voz” newspaper (a small bilingual publication in Lubbock), and two of his reporters, Jesse Reyes and Bidal Aguero, were preparing their newspaper for publication. It was not uncommon for them to listen to the radio as they worked. On one particular evening they heard a Christmas song sung by Cuco Sanchez, a famous Latin singer. The lyrics of the song sang about a Santa Claus with a black beard, and burros, instead of reindeer.

As is common with reporters, they begin researching and investigating the family roots of Santa Claus. They also wanted to explore the legend of the alleged black bearded Santa and learn how accurate the song was.

As they searched family records and interviewed people whom had spotted the black bearded legend, they found that the stories were true. It turned out that Santa and Mrs. Claus had two sons, Santa Jr. and Santa II! One lived in the North Pole; the other had migrated to the South Pole. After Santa and Mrs. Claus retired, the boys took over the reigns.

Because they were having some problems with the Elf Workers of the World (EWOW) the two Santas decided to meet over Cape Canaveral near Houston. They met in mid-air and discussed old times, as well as a resolution for satisfying the elves. As they joyfully talked about each other’s sons, Santa III and Pancho, a rocket was launched! Tragically, it struck the two Santas and brought them down to their death. As such their sons Santa III and Pancho Clos inherited the role of spreading cheer and gifts to the children.

The cousins agreed that each would have a Christmas delivery route much like their fathers but more expanded. Santa III took all of the northern part, and since Pancho spoke Spanish, he delivered to all the southern part of the world.

After learning of this interesting history, Jesse Reyes the original reporter, felt that Pancho Clos needed helpers in Lubbock, Texas. So he, along with Bidal, and Gus Sr. made contact with Pancho Clos, who was thrilled to learn of the interest and sincere spirit to help others! The men explained to Pancho Clos that they were a part of an organization that was committed to the betterment of families and was made up of veterans. This pleased Pancho Clos even more because he knew that military people had worked hard to keep peace in the world, something that his grandfather and the rest of his family had strived for.

As such the bond with the American G I Forum began. The men reported the great news to members of the organization. The group immediately planned how they would work to spread the good cheer and carry out the efforts of Pancho Clos. They held a variety of fundraisers and began scheduling appearances for Pancho Clos in lieu of Christmas Day. As a result in 1971, the first Pancho Clos program of this kind began in Lubbock, Texas.

“Many local Hispanic groups and Hispanic media became involved. Of course we had the American G I Forum, but then the League of United Latin American Citizens (LULAC), La Voz, the Brown Berets and other media joined in our efforts,” said Aguero.

He said that children who came from migrant families moved so often that they did not leave forwarding addresses. In addition, some homes did not have chimneys making it difficult for easy entry; as such the homes would get skipped.

“The cousins, Santa Claus III and Pancho Clos, would fly over in dismay because they did not want to wake the kids up or startle the families in the middle of the night. Fortunately, some families received goodies from the “Good Fellow”, another friend who also tried to help make sure no one was forgotten,” he said.

Besides the presentation of Christmas goody bags, which included an orange, an apple, hard candy, peanuts, and pecans, the group also collected names of families in need that were not in a position to provide toys to their children.

Robert Narvaiz, who had been appointed to manage Pancho Clos’ local schedule since 1971, said that sometimes, as to not make the children suspicious, they would take a string, measure the child’s foot, and then buy them shoes and deliver them along with food, coats, and sometimes even a Christmas tree.

“We (the G I Forum, and Pancho Clos) made appearances locally at churches, in schools, nursing homes, and orphanages, as well as in surrounding towns, and Christmas parties. During that time we would see kids coming by with no shoes, and no jackets in cold weather. There were many kids who were in need and who would go unnoticed. Members of the G I Forum saw first hand how bad off these families were, and it inspired us to want to do more,” said Narvaiz.

In addition to these events, he said that Pancho Clos had been making an annual appearance at the Maggie Trejo Super Center (formerly the Rogers Community Center) via helicopter, a fire truck, and any means necessary just to see the kids.

At one time he said that Susie Howard, then Director of the Rogers Community Center, would provide coats and clothes left behind in the lost and found box at the center. One day, when they delivered the coats, Susie came along. She had just bought herself a brand new windbreaker. When she saw that the children’s father also did not have a jacket, she took hers off and handed it to him.

“This was the kind of people we had working with us. They were truly concerned with the people,” he said. He further recalled that after Christmas, some non-Hispanic children came by and asked Susie if Santa Claus had come to see her. She replied, “No, but Pancho Clos did.” Surprised and interested they eagerly wanted to know more about him.

Unfortunately, those unfamiliar with Pancho Clos became critical and felt that the efforts of the American G I Forum would confuse the children. As such the G I Forum explained how Pancho Clos was the cousin of Santa Claus III. They further explained, how Santa II and Puri, a mestizo woman (half Native American and half Mexican) from Mexico had fallen in love, married, and had a baby whom they named Pancho Clos. Eventually the community became accepting of the efforts.

Although there are some difference in the physical appearance and delivery style between Santa and Pancho Clos: Santa wears a red suit, a red hat, and black boots, while Pancho wears a sombrero, a zarape, and huaraches. Santa travels in his sleigh pulled by reindeer, and Pancho travels in his cart pulled by burros because there are no reindeer in the South Pole. And, the most notable difference between Santa Claus and Pancho Clos is that instead of shouting the traditional “Ho-ho-ho and Merry Christmas”, Pancho hollers "¡AAAA-Hoooo-Ah! ¡Que viva la Raza y Feliz Navidad!” Regardless of those differences together they spread Christmas spirit.

The G I Forum also struggled with the fundraising issue. As such they worked to come up with creative fundraising ideas to sustain the program. One year they had to stage the wedding of Pancho Clos and Conchita. That’s when they began the first “dollar dance” where people pay a dollar to dance with a member of the couple. Another year, after the hostage situation in Iran, people sent in money because Pancho Clos was also held hostage.

“We have great stories, but the more memorable and surprising moments to me have to do with the children themselves. They didn’t ask for fancy toys. They’d ask for miracles for their family members. One child asked for his sick mother to become well. Another asked for a job for his dad. One little girl wanted a warm, pink house for her family,” smiled Bidal.

Since the programs inception in 1971, the role of Pancho Clos has been played by various men including: the late Mike Torres, Danny Martinez, Bidal Aguero, Bevo Anaya, Lalo Quirino, Julian Perez, and Gonzalo Garza.

In addition, some of the individuals involved with the early development of the program in Lubbock moved away and established similar programs in their own communities. Sgt Raul Sanchez who was stationed at Reese Air Force Base started the program with a local G I Forum when he moved back to San Antonio. To this day this program still exists and Pancho Clos makes an appearance at the annual Christmas parade. The Lubbock chapter of the American G I Forum continues to earn national recognition for starting this effort across America.

For several years LP&L has been a longtime sponsor. For the second year the Lubbock Area Foundation provided a grant to support the program. In addition, this year Fiestas del Llano, Inc. also joined in its list of contributors. The G I Forum also has various individuals who help sustain this Lubbock tradition.

And because of this collective effort, Pancho Clos and his wife Conchita live happily in Mexico knowing they can count on their helpers in this very busy season. On the night before la Noche Buena, Pancho Clos comes in his famous cart drawn by his burritos Clemente, Camilio, Valentine, and Susana, and enjoys the café y pan dulce the children set out for him. As he flies off he shouts "¡AAAA-Hoooo-Ah! ¡Que viva la Raza y Feliz Navidad!”


Christy Martinez is a freelance writer, and an active member of the Lubbock Community. She advocates for children, and takes pride in her Hispanic heritage, traditions, and history. She has spearheaded the efforts to open the future Hispanic Culture Center in Lubbock, which will be opened to encourage the community to embrace Hispanic Culture and for Latinos to observe and sustain culture and traditions, through the arts, and through history. The Center is anticipated to open early next year. To contact Christy Martinez, email her at contact@fiestasdelllano.org.

The original Pancho Clos story was written in Spanish by Jesse Reyes from Lubbock, Texas. However, to read the modern-day version written by Bidal Aguero, please visit the Fiestas del Llano, Inc. website at www.fiestasdelllno.org.



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