A look back at the heart of the Southeast Colorado community of Vilas, and a glimpse at how its story might be told in the Digital Age.

For the residents of Baca County, Colorado, a Kent Homsher social media post with a single photograph of “Tony’s Market” was enough to unleash a flood of memories spanning nearly a century. What might look like a simple grocery store to an outsider was, for the locals, the undisputed social and economic hub of the town—a place defined by penny candy, harvest lunches, and the enduring kindness of its owner.

Based on dozens of shared comments and stories and a  look at a photograph from the late 1930s, we can piece together the legend of Tony’s Market. But in an age where every business has a digital footprint, one has to wonder: If Tony’s were open today, how would they tell their story to the world? Why wonder, just for fun here is an overview of some of the actual comments, a speculative “About Us” from the fictional Tony’s Market Web Site and Yelp Reviews created from the comments in the social media post.

More Than a Market

According to those who lived it, Tony’s was often a lifeline. Commenters described Tony as a “wonderful and caring person” who served as a pillar of support for Vilas.

One tribute came from Ronda Greenlee McGee, who recalled Tony’s unique way of handling community grief. When a local family lost a loved one, Tony would keep a tablet on the counter where customers could write down their names and donation amounts. He would then pass the list and money to the family—a testament to the trust he cultivated. His generosity extended to celebrations as well; Scott Pruett remembered that the first customer of the New Year received a free cart of groceries.

The store was also a sensory experience. One favorite of Tony’s was undoubtedly salted peanuts dumped into a cold Pepsi, a ritual recalled by multiple patrons. There was penny candy for the kids, thick sliced bologna and “Aunt Easter’s” diner across from the store, where she served pecan pie and employed students for 50 cents an hour.

For good measure we have to note the Tony was even part of Baca County’s Pretty Boy Floyd story. Read about it here.

The Time Capsule: Spring of 1939

While memories of the store span into the 1970s, the photo that sparked the conversation captures a specific moment in history. History sleuth Kent Homsher spotted a movie poster in the window for Union Pacific—a film released in April 1939. This detail dates the image to the tail end of the Great Depression, explaining the austere but proud appearance of Tony and his wife, Ruth, standing out front.

The Re-imagining: Tony’s Market on the Web

If Tony’s Market existed in the modern era, their web presence wouldn’t be a sleek, corporate e-commerce site. It would likely be warm, rustic, and community-focused—a digital front porch.

Below is a mock-up of what the “About Us” page on the fictional www.TonysOfVilas.com might look like today, synthesizing the rich history gathered from the community Facebook and Plainsman Herald archives

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About Us | Tony’s Market

The Heart of Vilas

Welcome to Tony’s. If you grew up here, you know the sound of the screen door slamming, the smell of fresh produce mixed with old wood floors, and the taste of salted peanuts dropped into an ice-cold Pepsi. If you’re new to town, come on in—we’ve got a cold drink waiting for you.

We aren’t just a grocery store. Since 1932, we’ve been the stomping grounds for school kids, the lunch stop for harvest crews, and the place where neighbors help neighbors.

Frozen in Time: 1939

Our history is best told through the black-and-white photo that hangs above our register—the same one you might have seen shared by families around town.

If you look closely at the window in that picture, you’ll see a poster for the movie “Union Pacific” playing at the Capitol Theater. That film hit theaters in April 1939, placing that moment right at the end of the Great Depression. That image captures Tony and his wife, Ruth, standing proud during a time when this store was more than just a business—it was a lifeline.

We were born out of that necessity—feeding the broomcorn harvest crews with boxes of frozen chicken and canned goods—but we stayed for the community. Whether it was Tony feeding jackrabbits to the hogs or kids rushing in for penny candy with a nickel in their fist, this building holds the memories of generations.

The “Community Tablet” Promise

We operate on a philosophy established by Tony back in those hard years: People come first.

Decades ago, whenever a family in town suffered a loss, Tony would place a tablet on the counter. Neighbors would write their names and leave what they could to help. There were no fees, no fanfare—just a community taking care of its own.

We keep that spirit alive today. We are proud to support local fundraisers, school drives, and our annual “First Customer of the Year” tradition—where the first person through the doors on January 1st still gets their cart of groceries on the house.

What We Offer

• The Famous Candy Counter: We still scoop it the old-fashioned way. From hard candies to chocolates, we keep the “penny candy” spirit alive.
• The Lunch Counter: In honor of Aunt Easter, whose diner across the street, kept this town fed on 50-cents-an-hour wages and love, we still serve the best Pecan Pie in the county.
• Harvest Supplies: Just like in ’39, we are ready for the rush. When the crews are out in the fields, our kitchen is open late.
• Ice Cold Refreshment: It’s a Vilas rule—you haven’t lived until you’ve had a bag of peanuts and a glass bottle of Pepsi. We keep the cooler stocked.

Come Say Hello

Whether you need a gallon of milk, a quick lunch with thick sliced bologna, or just to use the phone (yes, we kept the spot where the payphone stood!), we’re here.

Tony’s Market Serving Vilas, Colorado Open Daily: 6:00 AM – 8:00 PM

Here might be the Yelp Reviews (base off Facebook comments):

⭐️⭐️⭐️⭐️⭐️ Tony’s Market – Reviews

4.9 (53 Reviews) • Grocery • Diner • Historical Landmark

Ronda G. ⭐️⭐️⭐️⭐️⭐️ 4 years ago Tony is the heart of this community. When families lose a loved one, he puts a tablet on the counter for donations—no fees, just neighbors helping neighbors. He even hands the cash directly to the family. Also, my mom and Easter are the sweetest ladies. You don’t find businesses with this kind of heart anymore.

Scott P. ⭐️⭐️⭐️⭐️⭐️ 4 years ago Best way to start the year! If you’re the first customer on New Year’s Day, you get a free cart of groceries. Plus, nothing beats the cold Pepsi and peanuts here.

Don S. ⭐️⭐️⭐️⭐️⭐️ 4 years ago Great place for local commerce. Tony buys jackrabbits from us kids for 25 cents each to feed his hogs. Some days we make pretty good money!

Debbie K. ⭐️⭐️⭐️⭐️⭐️ 4 years ago You have to stop at the diner. Aunt Easter makes the absolute BEST pecan pie! I’ve also heard rumors that my Daddy Charles was born in the back of the store… definitely a place with history!

Anonymous (The Author) ⭐️⭐️⭐️⭐️ 4 years ago Great Pepsi, Hazardous Hazards. I love this place—it’s a staple. But fair warning: maintain safe distances while consuming beverages! I was walking out with a glass bottle of Pepsi behind my cousin. He leaned back to take a swig right as I was drinking mine… BAM. Chipped the inside of my front tooth. 5 stars for the soda, minus 1 star for my own lack of coordination (and the dental bill).

Karen C. ⭐️⭐️⭐️⭐️⭐️ 4 years ago A lifesaver during harvest. My daddy buys huge boxes of frozen whole chickens here to feed the broomcorn crews. Imagine frying chicken for that many hungry men! Tony always comes through with the supplies we need.

Bob F. ⭐️⭐️⭐️⭐️⭐️ 4 years ago I have a confession: My life of crime started and ended here. I stole a candy bar once thinking Tony wasn’t looking. (Spoiler: He probably was). Great memories, even if I have a guilty conscience!

⭐⭐⭐⭐ Me (The Author) “Great Pepsi, Hazardous Hazards. I love this place, but fair warning: maintain safe distances while consuming beverages! 5 stars for the soda, minus 1 star for the dental bill.”

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