Baltazar "Walter" Serna fondly remembers the Fiestas of his boyhood when he'd pull a wagon full of folding chairs some eight blocks to the parade route and then stand guard until the rest of the family arrived.
"I really looked forward to setting out those chairs and waving to Fiesta royalty," Serna says. "Fiesta was my favorite time of the year back then. And it still is. Spring weather, people in a good mood, parties going on and the Spurs in the playoffs if we're lucky."
Hey, what more could any man want?
Well, maybe a chance to do some royal waving himself, which is exactly what's on the agenda for the San Antonio attorney and public affairs specialist this year. Adorned in the raiment of El Rey Feo-that means "The Ugly King" in Spanish-Feo LXII will ride in all four major Fiesta parades during the city's big party, April 15-25, graciously acknowledging spectators' cheers and having a wonderful time. But he's quick to emphasize that fun is secondary. Education is the primary message and what the reign is all about.
Every Ugly King, he explains, has a beautiful cause: raising funds to help deserving students get higher educations. Nearly 200 scholarships were handed out last year alone. And this year the man with the title hopes to improve on that record and likely will, having already brought in $200,000 for the scholarship program through fund raisers, corporate contributions and private donations.
The program started in 1947 when members of the League of United Latin American Citizens (LULAC) Council No. 2 were searching for a way to assist underprivileged youth go to college. As discussions about accomplishing this continued, the Feo legend was mentioned-how in medieval times the King of Spain had filled his court with nothing but aristocratic, beautiful people, which resulted in commoners rising up and proclaiming an Ugly King of their own. The idea turned into a Spanish tradition. Then it traveled to Mexico with much merriment and celebration. So, why not bring it to San Antonio, some enterprising LULAC folks suggested; have a Feo competition and let the candidates for the title raise scholarship funds.
A vote was taken. The vote was "yes." But for years SA's Feo, though busily out there fundraising, existed on Fiesta's fringes and wasn't an officially recognized royal. Then in 1980, largely due to the efforts of Logan Stewart, a prominent local radio personality, the Ugly King, aka the People's King was formally invited to participate. According to Serna, this made the city's celebration inclusive, not exclusive, an event everybody could relate to and enjoy. And Feos have been making Fiesta more festive and meaningful ever since.
It's an honor to be chosen as a contender for the throne. The selection process takes place bi-annually with representatives of the Rey Feo Scholarship Program Inc. and the Consejo de Rey Feos Anteriores (a group of past rulers) convening to consider a lengthy list of names. The field is eventually narrowed down to two, and if the two agree to participate the race to raise money begins.
Serna's sum outdistanced his opponent's this year. But noble efforts never go unnoticed and the runner-up will rule next time around. Then the whole process starts over again!
"I was lucky enough to have two very lucrative fund raisers-a Casino Night at the Tower of the Americas, and a golf tournament at the Hyatt Hill Country Resort plus a ladies mimosa event at Henry Munoz's home," Serna says. "These events, hosted by friends, clients and corporations I deal with in my business put me over the top. I am very grateful to everybody who stepped forward and helped out, especially in this economy. I was worried; wondered if people would come through. But they certainly did."
Rey Feo XLII has had a great time at his fund raisers. He's looking forward to still more and to plenty of socializing and hand shaking during Fiesta. But admittedly, it's going to be a challenge to combine his royal duties with an already- busy professional life as an attorney. So, why did he want to take on the added responsibility?
Serna ponders that and then replies: "I think being in a previous Rey Feo's court convinced me. I saw the good that could result; I saw the pride and appreciation in students' eyes and in the eyes of their parents. It really struck a chord with me and I decided that this was a way I could give back to the community for all it has done for me and the success I've had."
Education, he continues, has been paramount in his success; the key that has opened doors. He wants to make the same thing possible through scholarships and by going into classrooms to encourage kids to stay in school and take their studies seriously.
"Young people are our leaders of tomorrow," reflects the king, "so, if I can provide a bit of inspiration for them by sharing my story ... well, it's a great opportunity."
Serna's story revolves around his parents, Baltazar Sr. and Rita-people who were middle class in income but determined to provide a good education for their children. Baltazar Sr. never went to college, but he knew what it could mean to a young man's future and he willingly worked two jobs so that Walter could have the chance.
Serna remembers his father reading the newspaper front to back every day, eager to be informed, and how he would tell his children that no dream was impossible provided a person really wanted to make it come true and aimed diligently at the goal.
Unfortunately, Walter didn't always listen. To be honest, time was wasted in high school goofing off and sliding by with C's when A's were just as possible. One day as graduation neared, a school counselor called him into the office, sat him down and was shockingly frank. From his grades, it didn't look like he was college material, the counselor said. Out came the technical brochures.
"That was my walk-up call," Serna declares. "I left the office in a daze but determined to show the counselor and the world what I could really accomplish … how I could live up to the high expectations my parents had always had for me and get a college education."
Baltazar Sr. saw his son settle down, hit the books, go to St. Mary's University and then get his juris doctorate degree from Thurgood Marshall School of Law at Texas Southern University in Houston. The family patriarch also saw Walter open a law practice in partnership with brother Cesar and start to become involved in community activities. (Serna has devoted a great deal of time to civic responsibilities in succeeding years, including serving on the Metropolitan Planning Commission and acting as the Hispanic Chamber of Commerce's legal counsel.)
But sadly, Baltazar Sr., who passed away in the 1990s, wasn't around to watch Walter, now 48, excel to the extent that he has in civil and criminal litigation and in representing prestigious clients before municipalities and governmental bodies.
"I wish he could have known how the law firm progressed," Serna says. "I know he would have been proud."
Today, the law firm of Serna & Serna is generally recognized as one of the best. Indeed, when Walter walks into the courtroom, folks on the opposing side can't help but shake in their boots, according to local attorney and former city councilman Bobby Perez, who is serving as El Rey Feo's prime minister.
"Walter really knows his stuff," Perez says of the man he met on a case two decades ago. "I remember our first meeting very well. I was prosecuting. He was defending ... "
Perez doesn't elaborate about who won on that memorable day in court. But he does elaborate-and effusively-on "that good defense lawyer's preparedness and perseverance."
Leo Gomez, the Spurs vice president of corporate communications and public affairs, is another colleague who admires Walter's perseverance even when the going gets tough. Loyalty and trustworthiness are additional character traits that rate praise.
"You can count on him to represent your best interests in business matters … and he's a great San Antonio Spurs supporter," Gomez points out. "I feel honored to help him raise funds for the scholarship program and to be part of his court."
Undoubtedly, Serna would be gratified to hear such glowing words. But he doesn't take sole credit for his success. Beautiful Debbie-his wife and royal consort- has buoyed every effort, Fiesta's Ugly King emphasizes. Always on hand at fund raisers to charm the crowds and offer support and encouragement, she also manages to nurture their children, Alejandra, 12, and Baltazar III, 8, as a devoted stay-at-home mom and keeps the Serna household running smoothly.
"Debbie's birthstone and the birthstones of my children and mother are the jewels in my crown," Serna says with sincere appreciation.
He means it both literally and figuratively.
