Delivery alert

There may be an issue with the delivery of your newspaper. This alert will expire at NaN. Click here for more info.

Recover password

Juárez shows signs of post-pandemic revival

I took a friend of mine and his son to Juárez, Mexico, to pick up some items over the Memorial Day weekend.

Usually, I would drive into Mexico, but I didn’t want to do this on a holiday weekend. I knew the later we stayed in the city, the longer the northbound lines at the ports of entry to cross into the U.S. would be, as U.S. citizens/residents who have relatives in Mexico returned home. Therefore, I parked at the base of the Santa Fe Bridge and we entered Mexico by foot.

One thing we noticed immediately is that almost everybody in Juárez was wearing a mask, many of them with colorful Mexican designs. COVID signs cautioning people about social distancing and testing were everywhere. However, because of the nature of certain areas, such as Juárez’s downtown district, social distancing is difficult, and I saw a lot of people in close proximity to each other. This was especially true as lines of people queued at bank entrances to do their banking at the end of the month. I saw lines at a couple of banks stretch down the sidewalk.

The Kentucky Club in Juárez, Mexico. Bars in the city can now stay open until midnight. (Courtesy of Jerry Pacheco)

In Juárez, vaccinations have been open to people older than 60. I talked to a 63-year-old taxi driver who told me that he had received the Astra Zeneca vaccine. He has nine brothers and sisters, of whom five live in El Paso. As American citizens, they can come visit him in Juárez, but he is deemed by the U.S. federal government a “non-essential” Mexican traveler and cannot enter the U.S. to visit them or to go shopping.

He told me that he can see that things are getting better in Juárez and that the city is coming alive again. He then quickly pivoted to the municipal and gubernatorial elections and began to make a case for the Morena party winning in both cases. As he said, “Change doesn’t come overnight. However, you can see it happening little-by-little over time.”

As it was election season, it seemed that every available piece of concrete or wall was covered with campaign slogans. The paint shops and painters must get excited when it gets close to elections. I’ve always been fascinated with the willingness of building and infrastructure owners to allow these types of paintings on their property, which can remain for a long time after elections are over.

Public buses, loaded with commuters, zoomed by on Avenida 16 de Septiembre. It was typical Juárez traffic on this main arterial road, with cars in every lane and people going in every direction possible. On a couple of streets, the vestige of a spring shower or a water leak caused ponding along the curbs on some of the main streets. We had to be careful not to walk by these mini lakes when traffic was present so as not to get soaked.

The malls around the main plaza in Juárez were heavily frequented by customers. Cellphone accessory stands, clothing stores, ice cream shops, and ladies’ apparel stores all had people in them. The smells of Mexican and Chinese foods wafted through the air. Vendors sold jewelry, hats, books and arts & crafts on the plaza, of which a portion was boarded up for construction.

Many stores still have strict pandemic protocol and have an attendant taking people’s temperature and squirting hand sanitizer into patron’s hands as they enter the establishment. Sadly, a lot of retail establishments are boarded up and probably will never again open.

Bars in Juárez can now stay open until midnight. I talked to one employee at the Kentucky Club who told me that American tourists are returning to patronize his establishment. As in many U.S. states, bar patrons cannot sit at the bar, and chairs have been removed. At the Kentucky Club, in order to have a drink, we were required to order an entree. I was told that this was part of the state orders for liquor establishments.

As I climbed the bridge to return home, I crossed many street vendors selling sweets, water, sunshades and hand-made items. There were street entertainers busking for money, and of course, window washers plying their services for tips. I was glad that I didn’t take my car into Juárez, as I judged that waiting times to cross into the U.S. by auto were between two and three hours. Crossing back into the U.S., Customs and Border Protection only let smaller groups of people into their building at a time, where they were asked about their citizenship and made any declarations of items picked up in Mexico.

Walking back to my car, I felt a spark of urgency and optimism in me. I sensed the urgency in making COVID-19 vaccinations available on both sides of the border so that we can return to a semblance of normalcy at the border. In the past two months, Mexico has tripled its vaccination rate. The State of Chihuahua has administered approximately 1 million vaccines. This provided me with an optimistic feeling that as even more people are vaccinated across the border, normalcy seems close.

Jerry Pacheco is the executive director of the International Business Accelerator, a nonprofit trade counseling program of the New Mexico Small Business Development Centers Network. He can be reached at 575-589-2200 or at