Raton’s Got It!
Recently while cataloging a box of Raton ephemera I came across a press clipping from The Raton Range that piqued my interest. Professional photographer and former Ratonian, Gordon Sadeik, had captured a zany tableau on film, featuring City Market employees Trinidad Baca and Vinco Yob, Jr., garbed in slogan tees. Vinco Jr.’s tee shirt declared Raton’s Got It!, while the attention getting phrase on Trinidad’s shirt appeared to air a gripe –Trinidad’s Had It! I was curious about Gordon’s inspiration for this shot. Perhaps it was a publicity ploy of sorts designed to catch the attention of the public, or maybe it was merely two friends sharing a silly moment with Range readers!
That catchy phrase, Raton’s Got It! intrigued me. What was the story? I felt compelled to do more research to find the full explanation behind the tagline. My first stop was Raton’s public library where library director Dennie Gum worked some magic with her computer and the key words Raton’s Got It! and was able to pinpoint the pivotal year – 1980. As I began perusing the 1980 Raton Range newspaper archives at the library, the story began to unfold. And the significance of Gordon’s photo came to light.
The Birth of Raton’s Got It!
Simply put, Raton’s Got It! was a general upbeat community promotional slogan adopted by the Raton Chamber of Commerce in early 1980. The slogan, spawned from within the Chamber organization, meant the city of Raton offered everything a resident, business or visitor might need, spotlighting local pride, resources and community spirit.
Incoming officers of the Raton Chamber of Commerce and Development were installed in January, 1980. Heading the organization was Rick Tadus as president, with Bill Harris and Joe Goetsch, vice- presidents and Mildred Hay as treasurer. The Raton Chamber was a group of business owners and other stakeholders who worked together to promote marketing strategies, protect business interests and most importantly to build a stronger community. One of the first meetings of 1980 was for the purpose of generating a game plan for the Raton’s Got It! Campaign.
Buttons, Posters and T-Shirts
The plan of action included promotional materials to the tune of 5000 yellow and black buttons and stacks of posters embossed with the Chamber logo Raton’s Got It!. Merchants adopted the theme and many offered tee shirts imprinted with Raton’s Got It! for sale in their stores.
The Raton Range offered a weekly forum, a Sunday feature, in which citizens were given the opportunity to write brief compositions speaking out on Raton. Special advertisements sponsored by the Chamber were also seen in the Sunday issue, as well as business ads prominently displaying the Raton’s Got It! Logo.
And the crowning touch? Passers-by driving through Raton would be greeted by a huge billboard erected by the Chamber of Commerce on Interstate 25 at the south end of town. Designed by artist Jim Mullings the sign boldly and attractively proclaimed Raton’s Got It! and surely must have aroused the interest of out-of-towners heading in that direction!
Once the collectible souvenir buttons were distributed throughout the community, residents and business men were encouraged to wear them throughout July, 1980 as a way to celebrate and promote civic pride and local economy. On designated “Button Days” local retail outlets, theaters, and restaurants would often offer special discounts or free event entry to anyone wearing the official button.
Spreading the Word Beyond Raton
Tourists and travelers were not exempt from the promotional button push. Howard Woodworth, in charge of the retail division of the Raton Chamber, distributed buttons to visitors about town.
Raton Takes the Campaign to Albuquerque
And the icing on the cake…the Chamber’s Raton’s Got It! campaign won second place at the ReDiscover New Mexico Show held in Albuquerque’s Winrock Center in April, 1980. ReDiscover New Mexico was a major state-sponsored promotion and exhibition campaign designed to encourage in-state and regional travel during a period of high national inflation. The Range described Raton’s exhibit, “The focus of the exhibit at the Albuquerque show was seven four-foot dolls representing recreation, industry and various ethnic groups in the city.” Apart from the good publicity associated with winning the award, there was an unexpected bonus – Raton’s mega billboard made its debut on an Albuquerque television station, calling attention statewide to the appealing aspects of Raton.
A Slogan That Still Resonates
In my opinion the Chamber’s Raton’s Got It! campaign was a clever piece of strategy. It immediately prompted the question Got What?, opening the door for Ratonians to flaunt their town’s assets and at the same time fostering a more upbeat mindset throughout the community itself. Although the slogan has been phased out for several decades, it evokes the memory of a positive interlude in Raton’s history. Furthermore, there are a few of us who think Raton’s still got it! You bet!
Raton’s (Still) Got It! 2026
While I can’t claim Native Ratonian status, I have lived in this special little burg for over half a century. I popped over the Pass in 1971 from a small town in southern Colorado, college fresh, ready to accept principal Frank Repola’s offer of a first grade teaching position at Kearny Elementary School. Raton is just the right fit for me. I can drive in any direction without having to grapple with traffic challenges, the air is clean, the sky is blue, the climate is mild, and the crime rate is low. From virtually anywhere within my radius I have a perfect view of Raton’s signature landmark, the high altitude wonderland called Johnson Mesa.
Raton’s Got It! Got What??? Here’s What!!!
• Raton’s got a first rate team of firefighters and a well equipped fire department.
• Raton’s got a cadre of highly qualified and well-trained policemen.
• Raton’s got Arthur Johnson Memorial Library, a hub of activity providing community functions, youth programs, public resources and grant funded events like the recent NEA Big Read, all orchestrated by multi-talented Library Director, Dennie Gum and her courteous and capable staff.
• Raton’s got a treasure trove of valuable paintings from the New Deal era scattered in various venues throughout the town. Many of the New Deal paintings, commissioned by the WPA (Works Progress Administration), are housed in the public library. Two New Deal murals, created by American muralist, Joseph Fleck, specifically for the library building when it was a post office, have been relocated to the retail lobby of the present post office and the Raton Museum. The elegant lobby of the historic Shuler Theater is home to eight PWA (Public Works Administration) murals, by New Deal artist Manville Chapman.
• Raton’s got the historic Shuler Theater, a registered cultural property of New Mexico. The European-style municipal auditorium, designed by prominent architect William Rapp of Trinidad, Colorado, opened on April 27, 1915, with a touring production of the Victorian musical comedy The Red Rose. Named in honor of Raton’s first physician, Dr. James Jackson Shuler. the building is noted for being “acoustically perfect”. The Shuler Theater continues to serve as a performing arts center hosting live theater, community plays, and dance and musical concerts, along with acting as headquarters for the Santa Fe Trail School for the Performing Arts and the Raton Youth Theater.
• Raton’s got Pappas’ Sweet Shop Restaurant, a historic eatery officially recognized with accredited centenary status by the Raton City Commission in 2023. The time-honored restaurant, currently in its 103rd year of business, has been owned and operated by four generations of the Pappas family: Jim and Katherine Pappas, Mike and Joy Pappas, Ann Marie Pappas Rigdon and Matthew Rigdon. They serve classic American dishes and New Mexican favorites including burgers, sandwiches, breakfast fare and smothered enchiladas. All sandwiches are served on homemade bread, baked daily, made from first-gen Katherine Pappas’ original recipe. Nowadays the baker is Tim Horner who on occasion also bakes cinnamon rolls, using another of Katherine’s recipes.
• Raton’s got Sugarite State Park, an outdoor playground for nature enthusiasts. The park offers scenic views, fishing, hiking, camping, birding, equestrian trails and camp sites, wildlife viewing, and boating. For history buffs, the park also features a historic 20th century coal mining camp with interpretive trail and signs.
• Raton’s got the NRA Whittington Center, a massive 33,300 acre outdoor shooting, hunting and recreation facility, founded in 1973 by the National Rifle Association, onetime NRA president George Whittington, and local New Mexico leaders including former governor Bruce King. The facility features over twenty specialized shooting ranges, diverse lodging options, and youth adventure camps. In addition, the center showcases three historic sites: wagon ruts from the Santa Fe Trail, the ruins of the early twentieth century coal mining town of Van Houten, and the Frank Brownell Museum of the Southwest, a regional firearms museum.
• Raton’s got the Climax Canyon Nature Trail, in Climax Canyon Park, a scenic 3.1 mile loop located on the west end of Apache Avenue. Designated as a National Recreation Trail, it features panoramic views of the city, Johnson Mesa and the distant volcanic terrain.
• Raton’s got the Raton Hunger Pantry, a food assistance program that provides a service for vulnerable families, children, seniors and individuals who do not have enough food in their homes. The Pantry, serving Raton for 40 plus years, is directed by Daniel Griego, one of Raton’s strongest advocates for those in need. Daniel has scored some significant accomplishments during his stewardship, including: reducing the cost of food by partnering with the Food Depot of Santa Fe, establishing the Pantry as a non-profit organization, procuring a permanent home for the Pantry by means of a gift deed, conducting fundraisers and developing community support initiatives. He is aided in his altruistic endeavors by a dedicated, hardworking team of volunteers, including Janet Wingo who has been a Pantry volunteer for twenty-five years!
• Raton’s got the Raton Humane Society, a non-profit group that operates the Raton Animal Shelter in partnership with the city of Raton, to care for homeless animals, prevent cruelty to animals and provide adoptions. In the latter part of 1978 Raton educator Barbara Bonahoom sparked a community awakening after witnessing deplorable conditions at what then served as the town’s dog pound: inadequate shelter, lack of food and water and no heat. Some animals had already perished from the extremely cold weather. By speaking before the Raton City Commission, forming a citizen’s group and alerting the local newspaper, she immediately brought the situation to the community’s attention. A Humane Society was initiated in 1979 by Barbara, her sister Diana Best and a band of other local animal lovers. Monies were gathered through fundraisers and donations and by mid 1980 Raton had a decent renovated animal shelter. Over the years fundraising, donations and grant writing have steadily continued, contributing to the Humane Society’s present status of a no-kill shelter. This means that the Raton Animal Shelter saves at least 90% of the animals in its care, reserving euthanasia only for severe medical or behavioral issues.
• Raton’s got Bill Donati, aka Billy D, well-known radio personality and owner of KRTN Enchanted Air Radio, Inc. He provides local news coverage, remote broadcasts, and emergency updates for the Raton area, plus the “world’s greatest music”! His “This That and the Other” Program invites residents of Raton and surrounding areas to “go live” to chat about and publicize upcoming events. Billy D is a local booster of his hometown, seizing every chance to celebrate Raton’s unique charm. Working for KRTN Enchanted Air Radio is Marty Mayfield, a multi-media specialist, professional photographer and local news journalist. He is well-known in the area for covering local community events, government meetings, and high school sports. His striking photographs of the Santa Fe Trail Balloon Rally and the Fourth of July fireworks display can be viewed on the official website: KRTN Enchanted Air Radio.
• Raton’s got the prestigious 2025 Great American Main Street Award from Main Street America for excellence in community and commercial district revitalization. One of three winners, Raton Main Street, according to Main Street America, was “recognized for its exemplary implementation of public improvement projects and historic preservation”.
• Raton’s got the Rotary Club of Raton, a non-religious, non-political civic organization focusing on community service. The active, dedicated Raton membership, following the Rotary International motto, “Service Above Self”,work diligently on multiple projects with steady effort and persistent care. Among the local accomplishments include a literary project – the Dolly Parton Imagination Library and a community service project – town beautification cleanups. The local Rotary organization also funds recycling and sorting bins for Raton Intermediate School via a student led Global Warming Express proposal to recycle plastics.
• Raton’s got an annual agenda of topnotch Fourth of July events: the Santa Fe Trail Balloon Rally, attracting visitors from all over the nation, the traditional Fourth of July parade featuring classic cars, community floats, and other festive entries and the grand finale – a spectacular fireworks display!
• Raton’s got more than a few notable individuals, who throughout the course of the town’s history, have distinguished themselves in an outstanding way. Some of Raton’s remarkable figures who achieved global prominence include: Paul Modrich, Ph.D – biochemist and co-winner of the 2015 Nobel Prize in Chemistry for “mechanistic studies of DNA repair”; Stanlee Ray Gatti – one-of-a-kind event designer and art administrator, who along with his team designs and produces all forms of gatherings worldwide; Ron Schmeits, 60th President of the National Rifle Association (2009-11), and current member of the NRA Board of Directors; Barbara Bonahoom – member of the NRA Board of Directors (1992-98); The Fireballs – a rock and roll group popular in the late 1950s and early 1960s, honored with a RIAA Gold Record Award for their 1963 hit single “Sugar Shack”, that was also recognized as Billboard’s Song of the Year (1963); Carl Schwachheim – blacksmith and amateur naturalist, who played a key role in bringing the famous Folsom Man site discovery to the attention of the scientific community; John Ray Sinnock – eighth Chief Engraver of the United States Mint (1925-47), famous for designing the Roosevelt dime and the Franklin half dollar, worked on the historic redesign of the Purple Heart Medal; Thomas W. Blackburn – noted American author, screenwriter, and lyricist; known for writing the lyrics for the Davy Crockett television series theme song; co-authored the screenplay for the movie Raton Pass, that debuted in Raton in 1951; Bennie L. Woolley – American Thoroughbred horse racing trainer, best known for conditioning the 2009 winner of the Kentucky Derby, Mine That Bird; and Petro Vlahos – American engineer, inventor, and Hollywood special effects pioneer who revolutionized the film and television industries by perfecting blue-screen and green-screen technology; secured five special Academy Awards (Oscars) and one Emmy over the course of his career for groundbreaking technical achievements.
And Much, Much More!!!
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