On a cold and dark winter night in south Modesto, families lined up around the block from a tire shop to find warmth and generosity at an annual event that celebrates culture, community and hope.
South Modesto Businesses United (SMBU) held its 18th annual Christmas Posada at Los Amigos Tire Shop Dec. 3. The practical location – at the shop of one of the group’s members – belied its big-hearted intentions.
The event brought out some 1,500 people for free food, toy giveaways, cultural performances and essential resources for families who depend on the celebration each December.
By its 6 p.m. start, hundreds had already gathered for the first-come, first-served giveaways. Every child who attended received a free toy, part of a massive distribution effort that SMBU members prepare for all year. This year organizers bought 1,300 toys.
“We even adopt a school — this year it was Walter White Elementary — and we hope their students come to enjoy the celebration,” said SMBU Secretary and event organizer Cynthia Ruiz, who also serves as a Ceres Unified School District board trustee.
Save Mart, the event’s main annual sponsor, donated enough ingredients for hundreds of full dinner baskets including whole frozen chickens, rice, beans, canned vegetables, cake mix and bags of fresh fruit.
They also supplied pastries, reusable grocery bags, and the ingredients used to make champurrado, the traditional Mexican hot chocolate served to every guest. A local restaurant, Guayabitos Mexican Restaurant, prepared the drink using a family recipe.
For many families, the Posada is more than a holiday festivity — it’s a form of support during a difficult time of year.
Director of SMBU Tony Madrigal described the event as a “community safe space” and an essential tradition for families facing economic hardship.
“Many families have shared with us that these toys will be the only gift their children receive for Christmas,” he said. “The need is so great, especially with food insecurity rising.”
The celebration of a Posada has deep historical roots dating back more than 400 years. The custom known as Las Posadas originated in 16th-century Mexico, when Spanish missionaries introduced a series of devotional masses and processions in the days leading up to Christmas.
Las Posadas (Spanish for “the lodgings” or “the inns”) reenact the journey of Mary and Joseph as they traveled from Nazareth to Bethlehem seeking a safe place for Mary to give birth.
The tradition extended beyond church walls – over centuries, what began as a devout liturgical practice evolved into neighborhood processions and communal gatherings. Celebrations include singing carols, carrying candles or lanterns, acting out the plea for shelter, and culminating in a host home welcoming the pilgrims — followed by feasts, prayers and often a piñata for children.
By blending solemn religious devotion with communal warmth, Las Posadas came to embody not just the Christmas story, but also the values of hospitality, solidarity and shared faith — traits that continue to inspire community-centered celebrations like the one held in south Modesto.
Mother-of-three Erika had been waiting in line bundled up with her children for an hour before the event started.
“The wait was worth it. I love to see my kids smile and get the chance to choose their own Christmas gift,” she said in Spanish. “We’re excited to attend more years to come.”
Organizers emphasized that the Posada is powered almost entirely by the community. That includes the young folklorico dancers who entertained the crowd to local tamale vendors who supplied food, dignitaries who volunteered — including Ceres City Council members Daniel Martinez as Santa Claus and Rosa Vieira as Mrs. Claus — and numerous nonprofit organizations that shared resources with families.
Groups such as Sierra Vista Child & Family Services, Go Public Schools, Valley Improvement Project, and El Concilio placed flyers and information inside every food basket.
For SMBU members, the Posada reflects the cultural richness and collective spirit of south Modesto.
“We bring culture to our community,” Ruiz said. “Tamales, champurrado, dancers — these traditions matter, especially for families who can’t travel back home. We bring joy, togetherness, and a sense of belonging.”
Ximena Loeza is the bilingual communities reporter for The Modesto Focus, a project of the nonprofit Central Valley Journalism Collaborative. Contact her at ximena@cvlocaljournalism.org.