Serving Clovis, Portales and the Surrounding Communities
Serving Clovis, Portales and the Surrounding Communities
The concept of “the 50-year rule” was founded by the National Park Service back in 1948 as a good measure of determining when something is old enough to be considered officially “historic.”
Accordingly, the 1969 Christmas season is entering the pages of history, even as you read.
I scrolled through a few copies of the Portales News-Tribune and the Clovis News-Journal from the week before Christmas a half-century ago to see what was going on in eastern New Mexico and what locals may have been hoping would turn up under their trees.
Norvil Howell returned to Clovis three days ahead of Christmas with members of his 1969-70 Clovis High School Wildcat Band. They’d been one of five bands in the nation invited to the 23rd annual Midwest Band and Orchestra Clinic in Chicago.
Two musical Wildcats — 17-year-olds Steve Baldock and Edmund Hastain — were featured in a front-page photo of the CNJ holding the “Medal of Honor” plaque the group had received.
The Midway Dance Hall on the road between Portales and Clovis had booked the Western Playboys and the Rounders for “two big Christmas dances,” kicking off at 8:30 p.m. on Dec. 24 and 25 that year. The admission price was a dollar.
The State Theater in Clovis was screening a holiday favorite from two years earlier — “The Wacky World of Mother Goose.” All seats were 75 cents and the ad promised viewers would be delighted with “Six enchanting tunes!”
Portales movie-goers could choose between “Change of Habit,” an Elvis Presley and Mary Tyler Moore flick, at the Tower Theater or “Three in the Attic,” an R-rated fraternity house film at the Varsity Drive-In.
Troy Dee’s Steak House in Portales was one of the only restaurants pledged to be open on Christmas Day, with a buffet of multiple meats and “five vegetables.”
Both newspapers had enticing deals for locals who had yet to complete their holiday shopping.
In Portales, Trader Charlie Horn was luring shoppers to Surplus City (“The Working Man’s Friend”) with specials ranging from United States Army surplus down-filled sleeping bags for $15.95 to Morton House fruit cakes (regularly 15 cents, but now only a dime).
Over at Gibson’s Discount Center, you could snag a tetherball set for less than five bucks, and a pogo stick for only $2.53. (If you don’t know what those are, count yourself lucky. I still have scars.)
Clovis’ TG&Y stores, located in the Hilltop Plaza and downtown, had Slinky spring toys for 77 cents, a four-pack of Play-Doh for 57 cents, and bottles of Hai Karate aftershave for only $1.17.
New Mexico Beauty and Barber Supply and Wig Chateau had a large ad with this curious last-minute gift suggestion: “A beautiful hand-tied 100 percent human hair stretch wig.”
The ad claimed it was, “The perfect gift for your special lady. A gift she will use for years to come.”
Back in Portales, Modern Shoe on the square encouraged shoppers to, “Give the gift that comes in twos: Shoes. We’ll gamble on the sizes.” I wonder how that worked out.
While I can’t remember for certain, I’ll bet I had my eye on these two items in the toy department at Poynor’s White Auto Store: The Etch-A-Sketch for only $1.99 and the 57-cent twirling baton … “26 inches long! Rubber tipped! Chrome plated!” (Such enthusiasm.)
The Christmas Eve News-Tribune had a flurry of seasonal greeting ads from local merchants, including favorites of ours like Henry Miller at Portales Steam Laundry, Walter Chambliss and the employees at B & J Drug, Mr. and Mrs. Grady Beard and “all the friendly folks” at Grady’s Food Market, and Mr. and Mrs. George Calton, Howard, Kent, and Kenneth at Calton Furniture.
Christmas Day itself passed uneventfully, according to longtime News-Tribune editor Gordon Greaves.
In his “By the Way” column from Dec. 26, 1969, he wrote, “City police report only two incidents — a minor traffic collision and a case of early morning drunkenness that caused two people to be placed in jail early on the morning of the 26th. There were no prisoners in the county jail for Christmas, Sheriff Glenn Widener reported.”
Greaves went on to offer some words of encouragement to his readers as they prepared to step into the 1970s.
“With all of the problems, we can’t think of a more exciting decade in history in which to live,” he wrote. “Throughout it all, we’ll find a way and if we are worth our salt we’ll manage to have more moments of happiness which will make it all worthwhile.”
Betty Williamson hopes to be worth her salt, and wishes you many moments of happiness. Reach her at:
