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If you’ve walked into Old Towns Treasure House Books & Gifts in a day for a while over the past two decades, chances are Jim Hoffsis will soon be by your side to tell you all about that They wanted to know about it – except how it ended.
“He was one of the most enthusiastic booksellers I’ve met in my life,” said New Mexico writer Don Bullis, who has had book signing sessions at Treasure House over the years. “He made the effort to read the books they had there and if you had a question he could answer it. He would tell you things about your own book. “
Jim Hoffsis, left, and son John, at Old Town’s Treasure House Books & Gifts in 2018. Jim Hoffsis was known for reading the in-store books and talking enthusiastically about them to customers. (JIM THOMPSON / JOURNAL)
John Hoffsis, Jim’s son and treasury partner, said his father, a veteran of the Korean War, was particularly eager to discuss military books.
“If he saw someone looking at a book on Hershey Miyamura or the Navajo Code Talkers (New Mexico Medal of Honor recipients), he’d talk about it,” John said. “Talking to customers was his favorite thing to do, and he would especially attract people with military connections.”
New Mexico writer Slim Randles said he thinks Jim Hoffsis is the mayor of Old Town.
“He was the one who went out every day and put up the flags (in the Old Town Plaza),” Randles said. “And he always had cookies at book signing. He was a very good host. “
Jim Hoffsis, a fixture in the old town since 1974, died on October 8th. He was 93 years old. The service will take place on November 10th at 10am at the French Mortuary, 1111 University NE.
Survivors include his son, John, and John’s wife, Susan.
A tribute to war veterans
Hoffsis was born on May 18, 1928 in Toledo, Ohio. As a member of the US Army stationed in Fort Bliss with headquarters in El Paso, he got a foretaste of the southwest at an early age. John said his father volunteered for service in the Korean War.
“He saw fighting and was shot at, but was never in the middle of it,” said John. “He said, ‘I was just spending my time.’ But he said it was the crucial time in his life. He came out of Korea safe and sound, but he adored those who were not so lucky, prisoners of war. “
John said his father went to the White Sands Missile Range for a few years to take part in the Bataan Memorial’s annual death marathon marathon – a tribute to those who suffered from the actual death march in the Philippines during World War II.
“He was one of the oldest people to complete the 14.2-mile route,” said John. “He loved going there and talking to (bataan) survivors.”
Hoffsis worked for the Chevron Oil Company from 1954 to 1974. For the past 16 years he has worked as a Chevron sales representative in Albuquerque, among others; Santa Fe; Casper, Wyoming; and Billings, Montana.
When he retired from Chevron in 1974, Hoffsis moved to Albuquerque with his wife Joe Ann and son John.
“He supported local authors”
“Dad always enjoyed Albuquerque,” said John. “He wanted to have his own business. One day in 1974 he was walking through the old town and saw a sales sign for Treasure House, a souvenir and jewelry store. “
He bought the shop that was then and now in S. Plaza NW. Hoffsis was involved in the business world of the old town from the start. He was the past president of the Historic Old Town Owners’ Association and an active member of the Old Town Merchants Association.
It was Hoffsis who bought the American and other flags that fly in the Old Town Plaza, and it was he who lifted them up the masts every morning and took them down every evening until age and illness made it impossible. John Hoffsis took over the flag service from his father.
“Dad worked tirelessly to preserve the historic and cultural integrity of Old Town, and fought to keep it from looking cheesy or touristy,” said John. “There was a time when someone suggested they put a ferris wheel in the Old City and Dad said, ‘You make me feel good.’ Now they allow neon advertising in the old town, but that would not have happened under his supervision. “
Jim and Joe Ann retired from Treasure House in 1999 and John moved his books from another store to the store and renamed it Treasure House Books & Gifts.
Joe Ann died in 2001, but Jim, although retired, remained present at the Treasure House until recently.
“He supported local writers,” said Melody Groves, an Albuquerque fiction and non-fiction writer. “If you were a local writer, you knew who to turn to to sell your books. He read your books. It was nice to know that it was really important to him. “
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