Page "Matador, Texas" Paragraph 15

Robertson advertised his business in unusual ways, having maintained a cage of live rattlesnakes for the amusement of tourists.

He later added a small zoo of lions, monkeys, coyotes, and a white buffalo.

He paid long-distance truckers to place advertising signs at strategic points across the United States.

The signs noted the mileage to Bob's Oil Well in Matador.

Matador is equidistant from Dallas and Carlsbad, New Mexico, and nine miles ( 14 km ) closer to Denver, Colorado, than to El Paso, Texas.

Robertson soon expanded his operation to include a grocery store, cafe, and garage.

He was also a Matador civic leader and sought to recognize returning veterans from World War II.