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Tecate's "Magical Town" Status Threatened by Chain Drugstore
By Maria Curry
November/December 2024
This street view, shot from south of the main plaza, shows one-story buildings with similar profiles. There are no mega-structures in sight.
 Farmacia del Ahorro wants to demolish these three 1970s buildings, located half a block from the main plaza. Federal, state, and local regulations protect structures that are more than 49 years old from demolition, particularly those located in historic downtown Tecate, such as these three threatened buildings. |
 Bordering the main plaza is the Tecate Hotel, a 1930s Streamline Moderne-style structure located half a block from the three sites threatened by demolition to make way for a mega-pharmacy. Tecate risks losing its national Magical Town status if it continues to raze its historic buildings. |
Mexico created the national Magical Town program to encourage tourism and it focuses on the diverse historical and cultural qualities of unique places. Tecate, Baja California, became a Magical Town in 2012 and is the only one that borders the United States. Currently, there are 132 Magical Towns in Mexico.
Tecate was originally a ranch and part of the Spanish settlers’ San Diego mission that became a Mexican agricultural colony in 1861. The town was founded in 1888, and the municipality with the same name was established in 1954, with Tecate as its seat.
Recognized as a Magical Town by Mexico’s secretary of tourism, Tecate is celebrated for its small-town charm, rich traditions, and gastronomy, particularly its beer and bread, as well as its social events and archaeological sites. A picturesque city, its main plaza features a pavilion and is surrounded by notable examples of domestic and industrial architecture from the 1910s through the 1970s.
The 1932 Tecate brewery, still in operation, and the 1919 Prairie-style train station, built for the San Diego & Arizona Railway and designed by San Diego Master Architect William Wheeler, are key examples of Tecate’s architectural heritage. The downtown area also includes a mix of Craftsman and Modern-style houses, alongside Art Deco and Streamline Moderne buildings.
Sacred to the Kumiai/Kumeyaay people on both sides of the border is Mount Cuchuma, also called Tecate Peak, which rises above the city. Ranches, rivers, and abundant trees attract visitors to hiking trails and health and wellness spas, like the world renowned, historic Rancho la Puerta.
The chain Farmacias del Ahorro has requested a permit to demolish three adjacent buildings located half a block from the main plaza to build a new mega drugstore, a plan that could jeopardize Tecate's Magical Town status. The one- and two-story brick and concrete buildings proposed to be razed are modest examples of Functionalist Modern architecture that contribute to the downtown’s historical character.
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These two photos show a one-story brick building, a traditional panadería in Tecate, which is relocating to make way for a Farmacia del Ahorro mega pharmacy. The Secretaría de Cultura in Baja California notified the state Consejo del Patrimonio Cultural and Tecate’s Comisión de Preservación for their input on the matter. |
 The Magical Town design guidelines in Tecate require the use of brown or gray colors for signage. The Roma pharmacy sign seen in this photo was originally red but was changed to brown to comply with these regulations. All photos by Juan Carlos Domínguez Beltrán |
A primary objective in the federal strategy for managing Magical Towns is that they contribute to sustainable tourism by prioritizing heritage conservation and regeneration. The state’s preservation law, Ley de Preservación del Patrimonio Cultural, and the local law, Reglamento de Imagen Urbana de Tecate, protect downtown areas and buildings that are more than 49 years old and eligible for designation. Any restoration, remodeling, or architectural intervention must follow the state’s Instituto de Servicios Culturales’s procedures and gain its approval in advance.
The Secretaría de Cultura in Baja California notified the state Consejo del Patrimonio Cultural and Tecate’s Comisión de Preservación for their input on the proposed Farmacias del Ahorro Project.
To protect Tecate’s Magical Town cultural status, the state’s preservation commission must establish design standards that conform to existing federal, state, and local regulations. This commission, which encourages public participation, is composed of three citizens and four representatives from local and state government. It meets quarterly, or more often if urgent matters arise. The Tecate government is expected to call for a meeting with the commission soon. Our Heritage eNews will keep you posted on future developments.
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